Pet Brand Hartz Marks 100 Years With Push on Adoption and Fostering

Hartz, the petcare brand founded in 1926, is marking its 100th anniversary this year with a centennial logo, a short-form film, and a slate of events aimed at promoting pet adoption and fostering across the country.

The company says reaching a century in business puts it among a small group of American companies — fewer than 0.05% of U.S. businesses survive that long.

Pet ownership in the U.S. has continued to climb, with nearly 94 million American households now owning at least one pet. The U.S. petcare market itself is projected to grow from $165.6 billion to $228 billion by 2031, according to figures cited by the company.

Hartz has used the anniversary to highlight products meant to address everyday problems for pet owners. The company points to data showing roughly 3.1 million dogs are surrendered to U.S. animal shelters each year, with about 600,000 of those cases tied to incontinence or potty-training issues. Its Comfitables Dog Diapers and Wraps line is marketed as a way to help owners manage those problems without giving up their pets.

Adoption and Fostering Push

As part of its centennial year, Hartz promoted National Pet Month in May and National Foster a Pet Month in June, highlighting shelter animals in several major cities in an effort to connect them with adopters.

The company said it is specifically trying to reach younger prospective pet owners through social media, working with influencers and content creators to show the realities of pet ownership.

“Our goal is to do our part to spread pet fostering and pet adoption, especially across social media. We’ve found success stopping the scroll with Millennials and Gen Z by collaborating with influencers and content creators to share the realities and benefits of life with pets. We’re grateful for all of our loyal fans, and here’s to the next 100 years,” said Stacy Kisla, Hartz’s Senior Director of Marketing, Cross-Category.

The push comes as shelters nationwide report overcrowding, which Hartz attributes in part to rising pet care costs that make it harder for some families to keep their animals.

Shelter Partnerships

Through its Loving Paws program, Hartz says it has partnered with organizations including Humane World for Animals, Greater Good Charities, St. Hubert’s Animal Welfare Center, Humane Rescue Alliance, Home for Good Dog Rescue, Pets on Q, Pilots to the Rescue, and Stronger Shot. The company describes these collaborations as including donations, rescue missions, volunteer work, and both in-person and digital programming.

Hartz says anyone interested in becoming a foster pet parent can apply without prior animal experience. The company is promoting the anniversary online under the hashtag #Hartz100 and through its social media accounts.