Love Them Like Family.
Feed Them Like Family.
Every cat deserves food made with the same love, care, and uncompromising standards we'd expect for our own family.
That's why we created Pure Cravings. We believe exceptional nutrition starts with exceptional ingredients. We carefully select high-quality, sustainably sourced seafood and rigorously test every tuna and salmon for mercury, creating recipes that provide the nutrition cats need and the delicious taste they love.
Every Family
Has a Story.
Some arrive with tiny paws and endless curiosity.
Others quietly find their favorite place in your home... and your heart.
No matter how they become part of your life, one thing is always true.
They're family
And when they're family, every choice matters, especially the food you place in their bowl.
That simple belief became the beginning of Pure Cravings.
"When we brought Luna home, she helped us see the world in a new way. Her needs became very important. Thank you, Luna, for inspiring us to create Pure Cravings."
Bryan Boches, Co-Founder
Meet Luna.
When Bryan Boches, Co-Founder of Pure Cravings, and his family welcomed Luna into their home, she quickly became much more than a pet.
She became family.
Like every cat parent, they wanted to give her the healthiest, happiest life possible. Every meal was chosen with love, and every decision was made with care.
Then one simple question changed everything.
Is the fish I'm feeding Luna good for her?
“ ”It Started Long Before
Pure Cravings.
Years before Pure Cravings was created, Sean Wittenberg, Co-Founder of Pure Cravings, set out to solve a problem that had become deeply personal.
After his mother developed mercury poisoning from years of eating tuna she believed was healthy, he began asking one simple question.
"Why wasn't anyone testing every fish?"
What he discovered changed everything.
Mercury levels vary widely from fish to fish, yet no one was testing every fish at scale. Determined to change that, Sean founded Safe Catch, a company built on a simple belief that transparency begins with testing.
Years later, Bryan asked,
"Is the fish I'm feeding Luna good for her?"
The answer was already within reach.
The same seafood testing expertise that transformed Safe Catch became the foundation for Pure Cravings, bringing the same commitment to transparency and carefully selected seafood to the cats we love.
Years of seafood testing expertise became the foundation for Pure Cravings.
A Journey That Changed Everything
2014
Sean begins asking: "Why wasn't anyone testing every fish?"
Safe Catch
Individual mercury testing becomes the foundation.
2020
Bryan welcomes
Luna home.
Pure Cravings
Years of seafood testing expertise inspire a new standard for cat nutrition.
Why We Test
Every Tuna & Salmon.
Not all fish are created equal.
Even fish from the same species can have very different mercury levels.
That's why we individually test every tuna and salmon, and every catch of sardines and mackerel to our strict mercury standard before they become part of a Pure Cravings recipe.
Only seafood that meets our strict quality and mercury standards is selected for our recipes.
Because when they're family, every bowl matters.
Not Every Tuna Is the Same.
These tuna seem identical. They're the same size. They swim in the same school. They both like recess and hate math.
But one naturally contains much lower levels of mercury than the other.
Much Lower Mercury Levels
Selected for Pure Cravings
10X More Mercury
Not Selected for Pure Cravings
About
1
out of
5
tuna we test does not meet our strict purity standards.
Mercury Tested
Every tuna and salmon is individually tested.
No Grains or GMOs
Simple recipes made without unnecessary fillers.
Sustainably Caught
Responsibly sourced seafood for healthier oceans.
100% Traceable
Seafood you can trust from ocean to bowl.
Our
Promise.
Everything we do begins with one simple promise:
To create recipes we'd be proud to serve our own cats.
From responsibly sourced seafood and rigorous mercury testing to thoughtfully crafted nutrition, every decision we make is guided by our commitment to quality, transparency, and the well-being of the cats we love.
Because earning your trust is just as important as earning theirs.
Because Family Deserves Better.
Everything we do is inspired by the belief that the cats we love deserve the very best. Because every bowl is a simple way to show them how much they're loved.
Love Them Like Family.
Feed Them Like Family.
Ready to Give Your Cat
the Very Best?
Discover our premium seafood recipes or find a retailer near you.