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Pet owners buy organic, raid fridge to feed Fido

  • In this Tuesday, Oct. 1, 2013, photo, Freshpet co-founder and president Scott Morris talks with an Associated Press reporter over a display of the company's pet food in Bethlehem, Pa. “People are trying to eat healthier, less processed, simpler foods, and I think they are applying that logic when they’re making pet food decisions,” said Morris. (AP Photo/Matt Slocum)

    In this Tuesday, Oct. 1, 2013, photo, Freshpet co-founder and president Scott Morris talks with an Associated Press reporter over a display of the company's pet food in Bethlehem, Pa. “People are trying to eat healthier, less processed, simpler foods, and I think they are applying that logic when they’re making pet food decisions,” said Morris. (AP Photo/Matt Slocum)

  • In this Tuesday, Oct. 1, 2013, photo, Freshpet co-founder and president Scott Morris talks with an Associated Press reporter over a display of the company's pet food in Bethlehem, Pa. “People are trying to eat healthier, less processed, simpler foods, and I think they are applying that logic when they’re making pet food decisions,” said Morris. (AP Photo/Matt Slocum)

    In this Tuesday, Oct. 1, 2013, photo, Freshpet co-founder and president Scott Morris talks with an Associated Press reporter over a display of the company's pet food in Bethlehem, Pa. “People are trying to eat healthier, less processed, simpler foods, and I think they are applying that logic when they’re making pet food decisions,” said Morris. (AP Photo/Matt Slocum)

  • In this Tuesday, Oct. 1, 2013, photo, Freshpet co-founder and president Scott Morris, left, watches as CEO Richard Thompson talks with an Associated Press reporter during an interview at the pet food company's kitchen in Bethlehem, Pa. Freshpet uses fresh meat, poultry and vegetables in a pricey, preservative-free product that requires refrigeration. Sales exceed $100 million.  (AP Photo/Matt Slocum)

    In this Tuesday, Oct. 1, 2013, photo, Freshpet co-founder and president Scott Morris, left, watches as CEO Richard Thompson talks with an Associated Press reporter during an interview at the pet food company's kitchen in Bethlehem, Pa. Freshpet uses fresh meat, poultry and vegetables in a pricey, preservative-free product that requires refrigeration. Sales exceed $100 million. (AP Photo/Matt Slocum)

  • In this Tuesday, Oct. 1, 2013, photo, Freshpet co-founder and president Scott Morris, left, watches as CEO Richard Thompson talks with an Associated Press reporter during an interview at the pet food company's kitchen in Bethlehem, Pa. Freshpet uses fresh meat, poultry and vegetables in a pricey, preservative-free product that requires refrigeration. Sales exceed $100 million.  (AP Photo/Matt Slocum)

    In this Tuesday, Oct. 1, 2013, photo, Freshpet co-founder and president Scott Morris, left, watches as CEO Richard Thompson talks with an Associated Press reporter during an interview at the pet food company's kitchen in Bethlehem, Pa. Freshpet uses fresh meat, poultry and vegetables in a pricey, preservative-free product that requires refrigeration. Sales exceed $100 million. (AP Photo/Matt Slocum)

  •  In this Tuesday, Oct. 1, 2013, photo, dog food pellets, brown, are move down a conveyor belt as chicken breast meat, white, and vegetables, orange, are added shortly before packaging at Freshpet, in Bethlehem, Pa. Freshpet uses fresh meat, poultry and vegetables in a pricey, preservative-free product that requires refrigeration. Sales exceed $100 million.   (AP Photo/Matt Slocum)

    In this Tuesday, Oct. 1, 2013, photo, dog food pellets, brown, are move down a conveyor belt as chicken breast meat, white, and vegetables, orange, are added shortly before packaging at Freshpet, in Bethlehem, Pa. Freshpet uses fresh meat, poultry and vegetables in a pricey, preservative-free product that requires refrigeration. Sales exceed $100 million. (AP Photo/Matt Slocum)

  •  In this Tuesday, Oct. 1, 2013, photo, dog food pellets, brown, are move down a conveyor belt as chicken breast meat, white, and vegetables, orange, are added shortly before packaging at Freshpet, in Bethlehem, Pa. Freshpet uses fresh meat, poultry and vegetables in a pricey, preservative-free product that requires refrigeration. Sales exceed $100 million.   (AP Photo/Matt Slocum)

    In this Tuesday, Oct. 1, 2013, photo, dog food pellets, brown, are move down a conveyor belt as chicken breast meat, white, and vegetables, orange, are added shortly before packaging at Freshpet, in Bethlehem, Pa. Freshpet uses fresh meat, poultry and vegetables in a pricey, preservative-free product that requires refrigeration. Sales exceed $100 million. (AP Photo/Matt Slocum)

  • In this Tuesday, Oct. 1, 2013, photo, Freshpet worker Denis Arndt loads boxes of dog food at the company's pet food kitchen in Bethlehem, Pa. Upstart pet food maker Freshpet uses fresh meat, poultry and vegetables in a pricey, preservative-free product that requires refrigeration. Sales exceed $100 million. Fido and Fluffy don’t know it, but their owners want them to eat better _ and they’re forking over big bucks to make it happen.(AP Photo/Matt Slocum)

    In this Tuesday, Oct. 1, 2013, photo, Freshpet worker Denis Arndt loads boxes of dog food at the company's pet food kitchen in Bethlehem, Pa. Upstart pet food maker Freshpet uses fresh meat, poultry and vegetables in a pricey, preservative-free product that requires refrigeration. Sales exceed $100 million. Fido and Fluffy don’t know it, but their owners want them to eat better _ and they’re forking over big bucks to make it happen.(AP Photo/Matt Slocum)

  • In this Tuesday, Oct. 1, 2013, photo, Freshpet worker Denis Arndt loads boxes of dog food at the company's pet food kitchen in Bethlehem, Pa. Upstart pet food maker Freshpet uses fresh meat, poultry and vegetables in a pricey, preservative-free product that requires refrigeration. Sales exceed $100 million. Fido and Fluffy don’t know it, but their owners want them to eat better _ and they’re forking over big bucks to make it happen.(AP Photo/Matt Slocum)

    In this Tuesday, Oct. 1, 2013, photo, Freshpet worker Denis Arndt loads boxes of dog food at the company's pet food kitchen in Bethlehem, Pa. Upstart pet food maker Freshpet uses fresh meat, poultry and vegetables in a pricey, preservative-free product that requires refrigeration. Sales exceed $100 million. Fido and Fluffy don’t know it, but their owners want them to eat better _ and they’re forking over big bucks to make it happen.(AP Photo/Matt Slocum)

  • In this Tuesday, Oct. 1, 2013, photo, Amy Eagle, of Center Valley, Pa., shops for dog food in Quakertown, Pa. Upstart pet food maker Freshpet uses fresh meat, poultry and vegetables in a pricey, preservative-free product that requires refrigeration. Sales exceed $100 million. Fido and Fluffy don’t know it, but their owners want them to eat better _ and they’re forking over big bucks to make it happen.  (AP Photo/Matt Slocum)

    In this Tuesday, Oct. 1, 2013, photo, Amy Eagle, of Center Valley, Pa., shops for dog food in Quakertown, Pa. Upstart pet food maker Freshpet uses fresh meat, poultry and vegetables in a pricey, preservative-free product that requires refrigeration. Sales exceed $100 million. Fido and Fluffy don’t know it, but their owners want them to eat better _ and they’re forking over big bucks to make it happen. (AP Photo/Matt Slocum)

  • In this Tuesday, Oct. 1, 2013, photo, Amy Eagle, of Center Valley, Pa., shops for dog food in Quakertown, Pa. Upstart pet food maker Freshpet uses fresh meat, poultry and vegetables in a pricey, preservative-free product that requires refrigeration. Sales exceed $100 million. Fido and Fluffy don’t know it, but their owners want them to eat better _ and they’re forking over big bucks to make it happen.  (AP Photo/Matt Slocum)

    In this Tuesday, Oct. 1, 2013, photo, Amy Eagle, of Center Valley, Pa., shops for dog food in Quakertown, Pa. Upstart pet food maker Freshpet uses fresh meat, poultry and vegetables in a pricey, preservative-free product that requires refrigeration. Sales exceed $100 million. Fido and Fluffy don’t know it, but their owners want them to eat better _ and they’re forking over big bucks to make it happen. (AP Photo/Matt Slocum)

  • In this Tuesday, Oct. 1, 2013, photo, Freshpet co-founder and president Scott Morris leads a tour of the pet food company's kitchen in Bethlehem, Pa. “People are trying to eat healthier, less processed, simpler foods, and I think they are applying that logic when they’re making pet food decisions,” said Scott Morris, Freshpet’s president and co-founder. (AP Photo/Matt Slocum)

    In this Tuesday, Oct. 1, 2013, photo, Freshpet co-founder and president Scott Morris leads a tour of the pet food company's kitchen in Bethlehem, Pa. “People are trying to eat healthier, less processed, simpler foods, and I think they are applying that logic when they’re making pet food decisions,” said Scott Morris, Freshpet’s president and co-founder. (AP Photo/Matt Slocum)

  • In this Tuesday, Oct. 1, 2013, photo, Freshpet co-founder and president Scott Morris leads a tour of the pet food company's kitchen in Bethlehem, Pa. “People are trying to eat healthier, less processed, simpler foods, and I think they are applying that logic when they’re making pet food decisions,” said Scott Morris, Freshpet’s president and co-founder. (AP Photo/Matt Slocum)

    In this Tuesday, Oct. 1, 2013, photo, Freshpet co-founder and president Scott Morris leads a tour of the pet food company's kitchen in Bethlehem, Pa. “People are trying to eat healthier, less processed, simpler foods, and I think they are applying that logic when they’re making pet food decisions,” said Scott Morris, Freshpet’s president and co-founder. (AP Photo/Matt Slocum)

  • In this Tuesday, Oct. 1, 2013, photo, Freshpet workers walk past a conveyor belt of dog food at the company's pet food kitchen in Bethlehem, Pa. Upstart pet food maker Freshpet uses fresh meat, poultry and vegetables in a pricey, preservative-free product that requires refrigeration. Sales exceed $100 million. But the jury’s still out on whether food marketed as “fresh,” “organic” or “natural” helps pets lead longer lives. (AP Photo/Matt Slocum)

    In this Tuesday, Oct. 1, 2013, photo, Freshpet workers walk past a conveyor belt of dog food at the company's pet food kitchen in Bethlehem, Pa. Upstart pet food maker Freshpet uses fresh meat, poultry and vegetables in a pricey, preservative-free product that requires refrigeration. Sales exceed $100 million. But the jury’s still out on whether food marketed as “fresh,” “organic” or “natural” helps pets lead longer lives. (AP Photo/Matt Slocum)

  • In this Tuesday, Oct. 1, 2013, photo, Freshpet workers walk past a conveyor belt of dog food at the company's pet food kitchen in Bethlehem, Pa. Upstart pet food maker Freshpet uses fresh meat, poultry and vegetables in a pricey, preservative-free product that requires refrigeration. Sales exceed $100 million. But the jury’s still out on whether food marketed as “fresh,” “organic” or “natural” helps pets lead longer lives. (AP Photo/Matt Slocum)

    In this Tuesday, Oct. 1, 2013, photo, Freshpet workers walk past a conveyor belt of dog food at the company's pet food kitchen in Bethlehem, Pa. Upstart pet food maker Freshpet uses fresh meat, poultry and vegetables in a pricey, preservative-free product that requires refrigeration. Sales exceed $100 million. But the jury’s still out on whether food marketed as “fresh,” “organic” or “natural” helps pets lead longer lives. (AP Photo/Matt Slocum)

  • In this Tuesday, Oct. 1, 2013, photo, Freshpet co-founder and president Scott Morris talks with an Associated Press reporter during a tour of the pet food company's kitchen in Bethlehem, Pa. “People are trying to eat healthier, less processed, simpler foods, and I think they are applying that logic when they’re making pet food decisions,” said Morris.  (AP Photo/Matt Slocum)

    In this Tuesday, Oct. 1, 2013, photo, Freshpet co-founder and president Scott Morris talks with an Associated Press reporter during a tour of the pet food company's kitchen in Bethlehem, Pa. “People are trying to eat healthier, less processed, simpler foods, and I think they are applying that logic when they’re making pet food decisions,” said Morris. (AP Photo/Matt Slocum)

  • In this Tuesday, Oct. 1, 2013, photo, Freshpet co-founder and president Scott Morris talks with an Associated Press reporter over a display of the company's pet food in Bethlehem, Pa. “People are trying to eat healthier, less processed, simpler foods, and I think they are applying that logic when they’re making pet food decisions,” said Morris. (AP Photo/Matt Slocum)
  • In this Tuesday, Oct. 1, 2013, photo, Freshpet co-founder and president Scott Morris talks with an Associated Press reporter over a display of the company's pet food in Bethlehem, Pa. “People are trying to eat healthier, less processed, simpler foods, and I think they are applying that logic when they’re making pet food decisions,” said Morris. (AP Photo/Matt Slocum)
  • In this Tuesday, Oct. 1, 2013, photo, Freshpet co-founder and president Scott Morris, left, watches as CEO Richard Thompson talks with an Associated Press reporter during an interview at the pet food company's kitchen in Bethlehem, Pa. Freshpet uses fresh meat, poultry and vegetables in a pricey, preservative-free product that requires refrigeration. Sales exceed $100 million.  (AP Photo/Matt Slocum)
  • In this Tuesday, Oct. 1, 2013, photo, Freshpet co-founder and president Scott Morris, left, watches as CEO Richard Thompson talks with an Associated Press reporter during an interview at the pet food company's kitchen in Bethlehem, Pa. Freshpet uses fresh meat, poultry and vegetables in a pricey, preservative-free product that requires refrigeration. Sales exceed $100 million.  (AP Photo/Matt Slocum)
  •  In this Tuesday, Oct. 1, 2013, photo, dog food pellets, brown, are move down a conveyor belt as chicken breast meat, white, and vegetables, orange, are added shortly before packaging at Freshpet, in Bethlehem, Pa. Freshpet uses fresh meat, poultry and vegetables in a pricey, preservative-free product that requires refrigeration. Sales exceed $100 million.   (AP Photo/Matt Slocum)
  •  In this Tuesday, Oct. 1, 2013, photo, dog food pellets, brown, are move down a conveyor belt as chicken breast meat, white, and vegetables, orange, are added shortly before packaging at Freshpet, in Bethlehem, Pa. Freshpet uses fresh meat, poultry and vegetables in a pricey, preservative-free product that requires refrigeration. Sales exceed $100 million.   (AP Photo/Matt Slocum)
  • In this Tuesday, Oct. 1, 2013, photo, Freshpet worker Denis Arndt loads boxes of dog food at the company's pet food kitchen in Bethlehem, Pa. Upstart pet food maker Freshpet uses fresh meat, poultry and vegetables in a pricey, preservative-free product that requires refrigeration. Sales exceed $100 million. Fido and Fluffy don’t know it, but their owners want them to eat better _ and they’re forking over big bucks to make it happen.(AP Photo/Matt Slocum)
  • In this Tuesday, Oct. 1, 2013, photo, Freshpet worker Denis Arndt loads boxes of dog food at the company's pet food kitchen in Bethlehem, Pa. Upstart pet food maker Freshpet uses fresh meat, poultry and vegetables in a pricey, preservative-free product that requires refrigeration. Sales exceed $100 million. Fido and Fluffy don’t know it, but their owners want them to eat better _ and they’re forking over big bucks to make it happen.(AP Photo/Matt Slocum)
  • In this Tuesday, Oct. 1, 2013, photo, Amy Eagle, of Center Valley, Pa., shops for dog food in Quakertown, Pa. Upstart pet food maker Freshpet uses fresh meat, poultry and vegetables in a pricey, preservative-free product that requires refrigeration. Sales exceed $100 million. Fido and Fluffy don’t know it, but their owners want them to eat better _ and they’re forking over big bucks to make it happen.  (AP Photo/Matt Slocum)
  • In this Tuesday, Oct. 1, 2013, photo, Amy Eagle, of Center Valley, Pa., shops for dog food in Quakertown, Pa. Upstart pet food maker Freshpet uses fresh meat, poultry and vegetables in a pricey, preservative-free product that requires refrigeration. Sales exceed $100 million. Fido and Fluffy don’t know it, but their owners want them to eat better _ and they’re forking over big bucks to make it happen.  (AP Photo/Matt Slocum)
  • In this Tuesday, Oct. 1, 2013, photo, Freshpet co-founder and president Scott Morris leads a tour of the pet food company's kitchen in Bethlehem, Pa. “People are trying to eat healthier, less processed, simpler foods, and I think they are applying that logic when they’re making pet food decisions,” said Scott Morris, Freshpet’s president and co-founder. (AP Photo/Matt Slocum)
  • In this Tuesday, Oct. 1, 2013, photo, Freshpet co-founder and president Scott Morris leads a tour of the pet food company's kitchen in Bethlehem, Pa. “People are trying to eat healthier, less processed, simpler foods, and I think they are applying that logic when they’re making pet food decisions,” said Scott Morris, Freshpet’s president and co-founder. (AP Photo/Matt Slocum)
  • In this Tuesday, Oct. 1, 2013, photo, Freshpet workers walk past a conveyor belt of dog food at the company's pet food kitchen in Bethlehem, Pa. Upstart pet food maker Freshpet uses fresh meat, poultry and vegetables in a pricey, preservative-free product that requires refrigeration. Sales exceed $100 million. But the jury’s still out on whether food marketed as “fresh,” “organic” or “natural” helps pets lead longer lives. (AP Photo/Matt Slocum)
  • In this Tuesday, Oct. 1, 2013, photo, Freshpet workers walk past a conveyor belt of dog food at the company's pet food kitchen in Bethlehem, Pa. Upstart pet food maker Freshpet uses fresh meat, poultry and vegetables in a pricey, preservative-free product that requires refrigeration. Sales exceed $100 million. But the jury’s still out on whether food marketed as “fresh,” “organic” or “natural” helps pets lead longer lives. (AP Photo/Matt Slocum)
  • In this Tuesday, Oct. 1, 2013, photo, Freshpet co-founder and president Scott Morris talks with an Associated Press reporter during a tour of the pet food company's kitchen in Bethlehem, Pa. “People are trying to eat healthier, less processed, simpler foods, and I think they are applying that logic when they’re making pet food decisions,” said Morris.  (AP Photo/Matt Slocum)

Organic kibble? All-natural chow? Fido and Fluffy don’t know it, but their owners want them to eat better – and they’re forking over big bucks to make it happen.

Marketed as a healthier alternative, some premium dog and cat cuisine has gone the Whole Foods route.

Nowhere is that more evident than in a new Pennsylvania factory where upstart pet food maker Freshpet uses fresh meat, poultry and vegetables in a pricey, preservative-free product that requires refrigeration. Sales exceed $100 million.

Major manufacturers, like Nestle Purina and Del Monte Foods, are also capitalizing on consumers’ willingness to spend more on food they perceive to be better for their furry friends.

But the jury’s still out on whether food marketed as “fresh,” “organic” or “natural” helps pets lead longer lives.

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