BOULDER, CO--(Marketwire - November 11, 2008) - With health conscious consumers becoming more discerning label readers, it's only natural that they also start examining the fine print when it comes to what's going into their best friend's bowl.

Amidst the animal cloning debate and the new source verification label requirements the federal government plans to roll out this fall for fresh meats, some Americans are asking for more transparency when it comes to what they put on their plate. That same desire is transferring to how they care for every member of their family, including their pets.

Currently, there is no legal requirement for pet food companies to label the country of origin when it comes to beef, pork and poultry ingredients, but some are taking that step to help passionate pet-loving families make informed decisions.

"We've taken the extra leap for pets," says Dave Carter, co-founder of Pet Promise and 30-year veteran in sustainable ranching. "When we talk to people who are passionate about their pets this is a critical issue to them; knowing where ingredients come from and what's in the product. For us, giving that extra layer of transparency and showing consumers what's in the product makes the difference in the relationship they have with their pets."

Origin was one of the key issues Carter focused on when he helped launch Pet Promise, one of the first nationally distributed pet foods with U.S. source-verified, natural meat and poultry. He helped Pet Promise set up a system to obtain the protein from U.S. farmers and ranchers who do not use antibiotics or added growth hormones in their livestock, or the rendering system. Pet Promise pet food also contains no animal byproducts or rendered meat and chicken meals.

Knowing what's in your pet's food and the source may provide peace of mind, but can your pet tell the difference?

Renowned integrative health expert, Dr. Andrew Weil, feeds his Rhodesian Ridgebacks Pet Promise including the latest addition to his family, Ajax who has been on Pet Promise since day one.

"The chain-of-custody issue in pet food ingredients is very important to me to know exactly where their food was sourced," says Weil. "Pet Promise is committed to source-verifying their meat and poultry from U.S. farms."

Weil says he can see a positive difference in his dogs when they are eating a protein that has not been rendered.

"Ingredients from the rendering system such as animal byproducts or meat meals are not acceptable and should not be part of our companion animal's diet," says Weil. "Knowing the origin of the protein is especially important since it is generally the primary ingredient."

Pet Promise pet food can be found in stores nationwide including Whole Foods, PetSmart and Petco. For more locations go to:

Contact Information: Media Contact: Amy Summers 727-848-1618 ext. 202 Pitch Inc.