Hartz Celebrates 100-Years of Promoting Pet Fostering and Adoption

On Mar 25, 2026

Petcare brand Hartz marks its 100-year anniversary, a feat that less than 0.05% of US companies are reported to reach. In honor of this milestone, the company has unveiled a special centennial logo asset. The brand said it will be running an extensive lineup of year-round initiatives across digital and social media channels as well as live, in-person events. Pet fostering and pet adoption will be at the core of the coordinated effort, which will be spearheaded by shelter outreach program Hartz Loving Paws.

The achievement follows Hartz’s steady evolution over the years. Formerly a one-stop shop for all petcare needs, Hartz transformed its business to solely focus on their signature, nationally trusted dog and cat products. This resulted in elevating the compay’s visual look and feel. The modernized rebrand ushered a commitment toward entertaining, educating, and empowering Millennial and Gen Z pet families on social media, especially via partnerships with influencers and content creators.

“Hartz has a rich history in cat treats, animal health, animal hygiene, dog treats, and pet toys,” explains Hartz President and Chief Executive Officer Tina Le Lay. “From a masterbrand perspective, it was important for us to give back insights, resources, and a platform for cat and dog families to share their experiences. It’s a great privilege to see Hartz ascend into the centennial club, and we couldn’t have done it without our passionate community.”

To kick off the festivities, Hartz has launched a short-form, anthemic film–highlighting the physical and emotional bond between pet parents and their furry companions. Most notably, all of the video footage is user-generated content sourced entirely from the brand’s employees. See: Hartz 100-Year Anniversary | Anthem Film: YouTube Hyperlink

Hartz will be rolling out interactive activations at the pet industry’s top trade shows, Global Pet Expo and SUPERZOO. During National Pet Month (May), Hartz’s staff members will dedicate a full week of volunteer service at local animal shelters. During National Foster a Pet Month (June), the brand will help capture and tell the stories, throughout social media, of at-risk shelter pets looking for their forever homes in key cities across the country.

Hartz Senior Vice President of Marketing Dai Kageyama adds, “100 is the number to swing big, and, believe me, we’re just getting started. Looking ahead, Hartz has some major product innovations and national endeavors in the works that we can’t wait to spread the news on. This milestone is only the beginning; we are excited for this next chapter and look forward to continuing to serve pets and their parents for the next century.”

The birthday couldn’t come at a better time. Pet ownership continues to experience a surge in growth. Nearly 94 million U.S. households own at least one pet. The U.S. petcare market is forecasted to rise from ~$165.6 billion in 2026 to ~$228 billion by 2031.

According to Hartz Senior Director of Marketing (Cross-Category) Stacy Kisla, “During the planning stages, we mapped out relevant pet-focused holidays, such as National Pet Month and National Foster a Pet Month, to align our focus with moments when the next generation of pet parents would be actively seeking trusted guidance. Once we meet them where they’re at, Hartz can show what a century of unconditional love looks like. Here’s to the next 100 years.”

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