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In The Kibble
My dogs
BRAND

Now Fresh

Owned by Petcurean Pet NutritionChilliwack, British Columbia

RECIPES REVIEWED
25
AVG PROTEIN, DM
30.4%
AVG STARCH
29%
FDA RECALLS
None

All recipes

25 foods matched · newest first
DEEP DIVE

Inside The Now Fresh Range

Across 25 recipes we review

Protein runs lower than the average food we review (30.4% vs 34.2% on a dry matter basis).

Starch is higher than average, at 29% of the food as fed.

100% of recipes lead with a meat, fish or egg ingredient (90% across the site).

80% of recipes are grain-free.

NUTRITION

How The Range Measures Up

this range, lowest to highest its average average of all 2,297 foods we review

Protein, dry matter 30% 27% to 39%
15%site avg 34%50%
Fat, dry matter 20% 12% to 50%
5%site avg 18%30%
Starch, as fed 29% 0% to 43%
10%site avg 27%60%
Kcal per cup 399 365 to 422
250site avg 387600

Starch is our estimate from the guaranteed analysis, since no manufacturer prints it. How we work it out

INGREDIENTS

What Goes In The Bowl

Egg 76% 32%
Fish 64% 38%
Duck 40% 7%
Turkey 36% 21%
Beef 20% 17%
Lamb 16% 16%
Chicken 12% 59%

Share of recipes that list each animal protein as an ingredient, not counting oils, fats or flavorings. Useful if your dog has a food sensitivity.

Ingredients Some Owners Avoid

By-products 0% 14%
Artificial colors 0% 2%
Chemical preservatives 0% 11%
Corn 0% 17%
Wheat 0% 14%
Soy 0% 10%

These are not unsafe. They are listed because readers ask about them.

LIFE STAGE
  • Adult12
  • Senior5
  • Puppy3
  • All Life Stages1
BREED SIZE
  • All Breeds20
  • Small Breed5
  • Large Breed3
SPECIAL DIETS
  • Grain-free (no wheat, corn, rice, barley or oats)20
Now Fresh Good Gravy Beef & Lamb Grain-Free Wet Dog Food MOST PROTEIN Now Fresh Good Gravy Beef & Lamb Grain-Free Wet Dog Food 38.9% dry matter Now Fresh All Ages Breeds Beef & Rice Ground with Grains Wet Dog Food LEAST STARCH Now Fresh All Ages Breeds Beef & Rice Ground with Grains Wet Dog Food 0% as fed Now Fresh Grain-Free Senior Dog Food Recipe Dry Dog Food FEWEST CALORIES Now Fresh Grain-Free Senior Dog Food Recipe Dry Dog Food 365 kcal per cup
THE COMPANY

About Now Fresh

Owner
Petcurean Pet Nutrition
Ownership
Subsidiary of a private company
Headquarters
Chilliwack, British Columbia

Who Makes It

Now Fresh is a dog and cat food brand made by Petcurean Pet Nutrition, a pet food company based in Chilliwack, British Columbia, whose other brands include Go! Solutions, Gather and Summit. The brand sells dry kibble, wet food and bone broth coated Good Gravy kibble, and the company says its recipes use fresh deboned meat with no by-product meals or meat meals. 1, 2, 3, 4

Where It Is Made

According to the brand's safety FAQ, Now Fresh kibble is made in Canada in partnership with Elmira Pet Products Ltd. The company says the manufacturing equipment in that facility is owned by Petcurean and run by Elmira's operations staff, and that Elmira holds FDA, BRC, GFSI and CFIA certifications. The partnership began in 2015. 5

History

Two friends founded Petcurean in Canada's Fraser Valley in 1999. Private equity firm TA Associates invested in Petcurean in 2018 and still lists it as a current portfolio company. In April 2021 Petcurean relaunched Now Fresh worldwide with new packaging, a standalone website and new social media channels. 6, 3, 7

Worth Knowing

Petful's recall tracker says it has found no Now Fresh recall. The Now Fresh Good Gravy recipes for dogs were named 2025 Dog Bone Broth Product of the Year by the Pet Innovation Awards. 8, 9

  1. nowfresh.com/en-us
  2. petcurean.com
  3. ta.com/portfolio/investments/petcurean
  4. petsplusmag.com/now-fresh-good-gravy-among-petcureans-newest-innovations-to-debut-at-superzoo
  5. nowfresh.com/en-us/safety-quality-control-faqs
  6. communitywire.ca/2024/08/22/petcurean-celebrates-25-years-honouring-a-legacy-of-trusted-premium-pet-nutrition-by-giving-back-to-pets-people-and-the-planet
  7. petsplusmag.com/petcurean-announces-global-refresh-of-its-now-fresh-brand-for-cats-and-dogs
  8. petful.com/brands/now-fresh-recall
  9. petsplusmag.com/petcurean-to-debut-line-extension-of-award-winning-now-fresh-good-gravy-at-superzoo

Researched from the sources above. Spotted something out of date? Tell us.

RECALL HISTORY // NOW FRESH

No FDA Recalls On Record

We have not matched any FDA recall to Now Fresh. We check the FDA feed daily. See the recall log

NEWS & PRESS

What Now Fresh Has Announced

AUG 10, 2026
NEW PRODUCT Petcurean expands Now Fresh Good Gravy into wet segment

Petcurean announced new Now Fresh Good Gravy wet food for cats and dogs in Canada, expanding the brand’s Good Gravy line into wet food. Pet Food Processing

JUL 29, 2026
NEW PRODUCT Petcurean to Unveil New Science-Led Product Innovations at SUPERZOO 2026 to Meet Evolving Pet Health Needs

Petcurean announced a Now Fresh Good Gravy Beef Recipe for Large Breed Dogs, a Good Gravy Salmon Recipe for Small Breed Senior Dogs and canned Good Gravy wet food for dogs. The products were set to ship in late August 2026 to online and pet specialty retailers in the US and Canada. Pet Insight

AUG 11, 2025
NEW PRODUCT Petcurean to Debut Line Extension of Award-Winning Now Fresh Good Gravy at SUPERZOO

Petcurean added two Now Fresh Good Gravy grass-fed beef recipes with grains for adult and senior dogs, the first time the company had used beef in a dry recipe. The recipes began shipping in late August 2025 to US and Canadian retailers. Pets+ (petsplusmag.com)

AUG 12, 2024
NEW PRODUCT Now Fresh Good Gravy Among Petcurean's Newest Innovations to Debut at SUPERZOO

Petcurean announced Now Fresh Good Gravy, a bone broth coated kibble for all breed and small breed adult dogs that can be served dry or mixed with water. It was set to reach US and Canadian retailers in fall 2024. Pets+ (petsplusmag.com)

All Now Fresh news →

Keep In The Know,
Know What's In The Bowl

Recall alerts by email. We only write when a dog food recall is published.
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