Nature's Variety China Ltd

Nature’s Variety is an independent pet food company based in St. Louis, Missouri with manufacturing operations in Lincoln, Nebraska. Their purpose is to empower people to transform the lives of pets. They believe the best nutrition comes from healthy, natural ingredients. Nature’s Variety makes a variety of premium, wholesome, natural foods to keep pets healthy and happy.

Nature's Variety produces pet food through the brand – Instinct®, the leader in raw pet food.

Instinct foods are offered in a variety of nutritious choices for your special pet, including Instinct Raw frozen diets, kibble, cans, biscuits, freeze dried raw, and frozen bones. The Instinct brand is the leader in the raw pet food category. Nature's Variety is dedicated to continually bringing innovative products to the market that help more pet parents include raw in their pet’s diet. Nature's variety's wholesome foods are made with integrity and care. They stand behind their products with a 100% satisfaction guarantee.



When we looked at the choices pet parents had, we believed deeply that it was up to us to find a way to make it possible for more people to feed their own pets the pure, real nutrition that only comes from raw. Because in our minds, everything we feed our pets should be real, whole, pure, and as close to its natural state as possible. It’s that simple.



We’re passionate and proud pet parents like you. We don’t compromise when it comes to our pets’ wellbeing. And we don’t waver when it comes to doing everything we can to make it possible for more pet parents to feed their own pets better nutrition guided by raw.

Because we know that if we can get the nutrition of raw into more bowls, we’ll transform the lives of more pets. And that’s really why we do what we do.