NOW ® Pets: How one family's passion can help your clients and patients live healthier lives

NOW® Pets empowers people — and their dogs and cats — to lead healthier lives by offering high quality, affordable natural products.

For many veterinary clients, “healthy” isn’t a trend — it’s a way of life. Health-conscious people are seeking organic foods, regularly seeing naturopaths, and replacing chemical cleaners with essential oils. These lifestyle choices are also extending to their dogs and cats; however, it’s not always easy for them to find trustworthy pet products. Enter NOW®, a company that empowers people — and their dogs and cats — to lead healthier lives by offering high quality, affordable natural products.

“Back in the 60s, the health food industry was in its infancy,” says Regina Flight, Category Manager for NOW® Pets. “During these formative years, entrepreneur Elwood Richard started a small chain of health food stores in the Chicago area, called Health House. With a degree in physical chemistry, along with research experience in enhancing physical performance through the use of healthy foods and nutritional supplements, Elwood was a firm believer in the benefits of natural products. He eventually started NOW in order to offer health foods at a competitive price in his stores.”

NOW has come a long way since it was founded just over half a century ago. It’s not only a well-known name among health-conscious people, but it’s also helping dogs and cats to better health. “For years, veterinarians using several of our human supplements in their clinics and dispensaries requested that we create a pet-specific line of supplements, specifically formulated for companion animals,” says Regina. “Those conversations planted the seed for NOW Pets.”

The NOW Pets line includes supplements for joint health, immunity, allergies and GI support. The company also offers Omega-3 softgels, urinary support chewable tablets, a relaxant, and a unique L-lysine powder for cats. Thanks to the input of Dr. Barbara Royal, who has helped NOW bring 12 pet products to market, the company’s formulations address common health conditions faced by thousands of animal parents across North America. “Because Dr. Royal uses these products in both her clinics, she sees firsthand how well they work for her clients,” says Regina.

To ensure the quality of their pet products, NOW sources their ingredients from suppliers they know and trust. “We’ve developed strong long-standing relationships with the best ingredient and raw material suppliers, and we leverage these relations to ensure our pet products are formulated with natural botanicals and quality ingredients,” says Regina. Their entire pet line is made from many of the same quality ingredients as their supplements for people, and every bottle carries the National Animal Supplement Council seal — a testament to the company’s high standards.

Still owned by the Richard family, NOW celebrated their 50th anniversary a few years ago — a significant milestone that had them reflecting on their past and looking to the future. Whatever the next 50 years holds for this trailblazing company, they plan to remain committed to their founding principle — empowering healthy lives for all. “As a pet parent, I trust the quality and integrity of our products and feel very confident giving them to my aging dog,” says Regina. “Every day, I see firsthand how they help her.” That’s certainly cause for celebration!


Innovation drives quality care and successful practices. It means opening minds and filling toolboxes to make sure caregivers understand every option they have for keeping their patients healthy. IVC Journal helps readers connect to the forces of innovation and change in animal care, keeping them up to date and ready to safely take on any challenge. Veterinary care is an ever-changing field and thousands of veterinarians and veterinary technicians across North America are interested in learning about new services, products and techniques that will enhance their practice and update their skills. As patients demand a higher level of balance and care, IVC Journal makes sure readers can step up and deliver. IVC discusses market trends in health treatments, new product features, industry news, ways to grow and support your retail presence, and more! We work with top experts to help you innovate, grow and care.


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