Pawgevity Thanks You

“If I’ve done my best, I’ve done all I can”.

In April 2009, we launched our dream – Chow Now Pet Food – with the goal of changing the way the world feeds their pets. This has been a very personal and all consuming quest.   The seed of thought germinated way back in 2001 and finally came to fruition – bringing the highest quality, most ethical food for cats and dogs to the marketplace. Be the best or go home, or something like that.  And you embraced us.  Last year, we caught the “attention” of a major corporation that happens to make pet food and were “encouraged” to change our name to Pawgevity – Food for Pets.

There is no easy way to say this.  Due to recent substantial increases in our production costs, we have come to a crossroads.  In order to be sustainable, our only choice would be to lower our ingredient costs – which would mean lowering our standards.  We knew we couldn’t – and wouldn’t – do this, but nevertheless it has been a gut wrenching, heart wrenching decision.

We didn’t give in.  And we haven’t given up.  Pawgevity as you know it is shutting down production.  The current inventory in retail stores is the last of our products.  We apologize for any inconvenience and we’re deeply sorry for all of our loyal customers out there.  It really breaks our heart.

Over the past three years we’ve met hundreds, thousands of wonderful people and many of your furry family members.  We’ve given to animal charitable organizations, even when we’ve had little to give.  We’ve heard from you that Pawgevity has changed the lives of your animals, and restored their health and these stories have made all the difference.

We would like to thank you all personally.  All of the independent retailers who believed in us, supported us, and made space in your freezers and on your shelves for a little upstart of a company.  Our many customers and supporters – many of you told us you would never have considered raw – you also believed in us and were willing to try something new if it meant improving the lives of your cats and dogs.  Our production team – without you, there wouldn’t have been a Chow Now or Pawgevity.  Our design and consulting teams – you gave us our look and feel. Our family and friends that have contributed in so many ways – volunteering your time, expertise, lending an ear, forgiving us for missing so many life events, and talking up Pawgevity to anyone and everyone, at every opportunity. And, especially, Norman – without whom none of this would have ever happened – thank you from all of the animals!

Thank you all for contributing to the Pawgevity real raw revolution.

We’re not saying goodbye.  We’re saying see you later.  We’ll be maintaining our presence on the web and continuing our community.  We’ll be assessing where to go from here.  And we’ll keep you up to date along the way.  Pawgevity Unleashed!

“The only constant is change”. – Heraclitus


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  1. Posted October 17, 2012 at 1:30 pm | Permalink

    Thank YOU to Carole, Norm and the Pawgevity Team for your support of our rescue group. We believe in you and we know that you will find a way to make “Pawgevity Unleashed” even better! We anticipate great moves ahead for you!

    Brenda & Jim Scamordella

    • Carole
      Posted October 18, 2012 at 11:28 am | Permalink

      Thank you, Brenda and Jim for all the great, hard work you do for the animals with Paws for Seniors. And thank you for all your support of our mission.

  2. Pinky Collins
    Posted October 17, 2012 at 2:47 pm | Permalink

    I’m saddened to hear that such a great company, high quality food with the greatest ingredients has come to this. Pet food business is successful for the BIG low quality companies, it’s a damn shame that high quality food companies can’t make it.
    I’m so sorry to see this. I hope you can find a way to continue or re-start.

    My best
    and Maggie Mae and Sadie

    • Carole
      Posted October 18, 2012 at 11:26 am | Permalink

      Thank you, Pinky, Maggie Mae, and Sadie – we appreciate your kindness. If it weren’t for Chow Now/Pawgevity, we wouldn’t have met fabulous animals and their people – like you three.

  3. Posted October 17, 2012 at 5:21 pm | Permalink

    How sad! My heart goes out to you both to have to make such a decision. My cats always loved your foods, so you know you were doing it right! I know you will find a way to help dogs and cats in other ways. Pawgevity food will be missed.

    Margaret Gates
    Feline Nutrition and the 11 resident feline taste-testers

    • Carole
      Posted October 18, 2012 at 11:25 am | Permalink

      Margaret, thank you and your resident taste testers – we greatly appreciate that!

  4. Judy Smith
    Posted October 17, 2012 at 6:26 pm | Permalink

    You and Norm have given your whole hearts to something that has made a huge difference in so many furry 4 leggers lives. You have helped to educate the public in how to make a difference in how we take care of our pets. They are our family members and deserve the best. Thanks for your continued devotion to our family members who need you!!! Have enjoyed it all the way! I am very proud of you both, and have great respect for you both for supporting your convictions!!!

    • Carole
      Posted October 18, 2012 at 11:24 am | Permalink

      Thank you, Judy. You put in your share of hard labor to help us and we really appreciate all of your help and support!

  5. Posted October 19, 2012 at 10:03 am | Permalink

    Thank you, Carole and Norm. Enjoyed being with you on the Pawgevity journey and look forward to learning where the next phase of your adventure will take you.

    • Carole
      Posted October 19, 2012 at 5:36 pm | Permalink

      Terri, thank you – we are so fortunate to have known Munchkin and to have you both as our friends and revolutionaries. Stay tuned.

  6. Sherry Stein
    Posted November 19, 2012 at 10:09 pm | Permalink

    Rats! I was looking forward to being your (first) California customer. Thanks so much for taking the time and trouble to ship the samples to me in the cute tote bag. I appreciated it, and was so impressed with your product. Should things change, I’ll still be here! Best of everything to you.

    • Carole
      Posted November 25, 2012 at 10:55 am | Permalink

      Hi, Sherry – so nice to hear from you and thank you! Things have indeed changed, quickly, for us, since this post. We’re working on restructuring and making our foods available through direct shipping nationwide. We were featured on the CBS Sunday Morning show on 11/18 and received a tremendous response. We’re doing everything we can to get our foods to the animals and we’ll keep you posted.

  7. Anna
    Posted November 22, 2012 at 2:49 pm | Permalink

    Add my name to those who are disappointed and saddened to learn of the winding down of Pawgevity. My two formerly-feral cats loved the fresh, local turkey (until it ran out) and then chicken, which we purchased at Bark! Olney. I loved supporting a local business with a terrific, much-needed product. Now it’s back to one of the big brands trucked in from who-knows-where who knows how many days after the (hopefully not factory-farmed) turkeys and chickens sacrificed themselves for my feline masters and mistresses to be well fed.

    I intend to subscribe to your mailing list and I will be interested to hear of what your next move will be.

    Thank you for trying to make a difference. You did, at least, in my household.

    Montgomery Village, MD

    • Carole
      Posted November 25, 2012 at 11:02 am | Permalink

      Hi, Anna – how sweet of you – it’s folks like you that have made us want to work even harder to get our foods to the animals. Many things have changed since this post – we’re restructuring and hope to be available again for your cats in the very near future. We were very fortunate to have been featured on the CBS Sunday Morning show on 11/18 and received a tremendous outpouring from across the nation. We very much appreciate your reaching out to us and please keep in touch. We’d encourage you to subscribe to our e-mail list through our website, ( and, if you do Facebook or Twitter – please join our community to keep up-to-date with our latest news. Thank you.

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