PEDIGREE® Brand Launches The PEDIGREE® Feeding Project to Help More Dogs Find Loving Homes

Shelter Dogs Will Receive the Professional Nutrition they Need, Saving Shelters Up to $100,000 A Year to Fund More Adoption Programs

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PEDIGREE Brand

Sep 27, 2012, 02:50 ET

NASHVILLE, Tenn., Sept. 27, 2012 /PRNewswire/ -- More than four million dogs enter shelters each year, and they don't always get the nutrition they need. That's why PEDIGREE^® Brand is continuing their commitment to helping shelter dogs with the launch of The PEDIGREE^® Feeding Project, a new initiative to supply participating shelters with 100 percent of their core dog food needs at absolutely no cost. By removing food costs from their budgets, these shelters can focus on what really matters – finding loving homes for more of their dogs.

As the world's largest dog food brand, PEDIGREE realizes it has the potential to impact more dogs' lives than any other brand. That's why PEDIGREE has chosen to focus on where it can make the biggest immediate difference – cities with an abundance of homeless pets – starting with Nashville and Chicago.

PEDIGREE is supplying local shelters in these cities with nutrition for their dogs, giving them the ability to save anywhere from $40,000 to $100,000 a year. The Brand will also work with these shelters to conduct local marketing and community outreach efforts, such as hosting adoption fairs and local advertising for the dogs in both cities, with the goal of helping more dogs find forever homes. And, thanks to PEDIGREE, these dogs will also receive a consistent supply of the nutrition they need to look and feel their best while waiting for their loving home.

PEDIGREE is allowing dog owners to get involved too, through its Buy One, Feed Two program – which hit stores this month. Purchases of PEDIGREE Food for Dogs help the Brand make a donation to help feed a shelter dog, donating up to 10 million bowls (8 oz).

"At PEDIGREE, we don't want shelters to worry about where their dogs' next meal is coming from," said Jeff Hingher, senior brand manager, PEDIGREE Brand. "By providing our shelter partners with a consistent supply of great nutrition for their dogs, they will look and feel their best as they wait for a home. And shelters can spend more of their time and money on what they do best, helping their dogs find forever homes."

The PEDIGREE®Feeding Project Shelter Partners

For this initiative, PEDIGREE took a look at areas of the country with an abundance of homeless pets and shelters that could really be impacted by this program. The selection was based on data from PEDIGREE Foundation grants and discussion with various national leaders in the animal welfare space. The following Nashville and Chicago shelters are currently participating in The PEDIGREE Feeding Project:

Nashville Humane Association
Metro Animal Care and Control
Williamson County Animal Control
Maury County Animal Control
Humane Society of Sumner County
Sumner County Animal Control
Animal Welfare League

"Since starting the PEDIGREE Feeding Project, we have seen a number of positive effects," said Doug Brightwell, director of Williamson County Animal Control & Adoption Center. "Our dogs are now receiving a consistent and nutritious diet that is improving their health and their chances for adoption to a forever home. We're using the monies previously spent for food to provide medications and medical procedures that may not have been in the budget before the PEDIGREE Feeding Project."

To join the cause of The PEDIGREE^® Feeding Project, consumers can view the following "Forever Home" video: http://nib.ly/k9F9 and help spread the message to help bring awareness to dogs needing forever homes.

About the PEDIGREE® Brand

The PEDIGREE^® Brand is the number one brand of dog food in the world, offering a wide variety of products for different dog life stages. As an innovative market leader, the PEDIGREE^® Brand is at the forefront of pet nutrition and understands pet owner needs by providing a range of innovative products and resources. For more information, please visit www.Pedigree.com.

About Mars Petcare US

Mars Petcare US is the U.S. operations of the world's largest petcare company at the privately-held Mars, Incorporated. Mars Petcare US produces some of the world's most beloved pet care brands, including PEDIGREE® Food for Dogs, CESAR® Canine Cuisine, SHEBA® Food for Cats, WHISKAS® Food for Cats, THE GOODLIFE RECIPE® Brand, and TEMPTATIONS® Treats for Cats, as well as exclusive brands products for some of the leading retailers in the U.S. Headquartered in Franklin, Tenn., more than 2,400 Mars Petcare US associates make, sell and distribute its high-quality pet food from 15 manufacturing facilities located in communities across the U.S. For more information, please visit www.mars.com.

^®/™ Trademarks ^© Mars, Incorporated 2012.

SOURCE PEDIGREE Brand