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Pure Cravings is the First and Only Mercury Tested Fish for Cats

·3 min read

Pure Cravings unrivaled purity standard results in "Best in Show" award at 2022 Global Pet Expo

SAN FRANCISCO, June 15, 2022--(BUSINESS WIRE)--Pure Cravings is an innovative new pet brand that addresses the mercury problem in cat food by rapidly testing fish to strict mercury limits. Pure Cravings is the only brand of pet food to test every tuna and salmon, and every catch of bait fish, to a strict mercury limit. This premium canned cat food brand is human-grade, non-GMO, 100% wild-caught, and sustainably sourced.

"Mercury levels in fish can vary widely. Two identical tuna of the same species and size can vary in mercury up to 10 times," says Pure Cravings Cofounder, Sean Wittenberg. "The only way to protect cats from mercury variance is to test every single tuna and salmon, and every catch of sardines and mackerel. Pure Cravings’ mercury-testing technology sets a new, unmatched standard for the pet food industry. Pure Cravings is the only brand to test each and every can of cat food to a strict mercury-limit."

Studies have shown that mercury levels in cats with fish-based diets have been found to be 5X higher than those in people. Elevated mercury levels can contribute to hyperthyroidism and kidney failure—an issue particularly found in older cats. Pure Cravings’ industry-certified technology ensures every single tuna and salmon, and every catch of smaller baitfish, like sardines and mackerel, are tested to a limit of 0.07ppm – a level experts consider safe for cats and far lower than average mercury levels found in many cat foods today. No other brand does this.

"Our cat, Luna, is a big part of our family, and our choice of her food has a big impact on her life. Luna loves fish, and we love that fish are full of healthy nutrients and Omega-3's. Unfortunately, many cat foods use highly-processed fish and red meat fish byproduct that is untraceable with widely varying levels of mercury. Pure Cravings addresses the mercury problem in cat food for our Luna and for cats everywhere," says Bryan Boches, Pure Cravings Cofounder. "Now for the first time, cat owners have a premium gourmet pet food option that is made with human-grade fish and the finest ingredients and comes with the added confidence of industry-validated mercury testing."

At its first Global Pet Expo this year, Pure Cravings was awarded "Best in Show" in the cat category for the New Product Showcase. Pure Cravings is a new pet-food brand created by the founders of Safe Catch—the internationally recognized seafood brand that tests every single tuna and salmon to strict mercury limits. Safe Catch Cofounders Wittenberg and Boches applied their revolutionary mercury-testing technology to cat food to develop Pure Cravings. "Our pets are family, and we want them to live long and vibrant lives with pure food," said Boches.

Pure Cravings is available in six varieties: Tuna Cutlets in Gravy, Salmon Cutlets in Gravy, Sardine Cutlets in Gravy, Mackerel Cutlets in Gravy, Tuna & Salmon Cutlets in Gravy and Sardine & Mackerel Cutlets in Gravy. Every can of Pure Cravings is grain-free and contains non-GMO ingredients.

Learn more or shop the new Pure Cravings line today at www.purecravings.com.


Pure Cravings is on a mission to protect cats from mercury. With its proprietary technology, Pure Cravings can test each and every tuna and salmon and every catch of baitfish to a mercury limit 14x lower than the FDA human standard and is the only brand to do this. The company has used its innovative technology to test over 6 million fish for mercury for use in both human and pet foods and tests more fish in a day than the FDA has tested in its history. Pure Cravings is human grade, non-GMO, and wild-caught, sustainably sourced. Find Pure Cravings products online at purecravings.com.

View source version on businesswire.com: https://www.businesswire.com/news/home/20220615005390/en/


Laura Baumgartner
Asylum Public Relations
(855) 462-7958