Joey Herrick, Over 30 years ago, Joey founded Natural Balance Pet Foods, where he and his team created the foundation of the ‘natural pet food’ industry. Joey made the brand into an industry leader through innovation with formulas, novel proteins, unique ingredients, and, most importantly, an unwavering commitment to honesty, transparency, safety, and integrity. In 2007 Joey established the ‘Buy with Confidence’ pet food safety testing lab. It was the very first time a pet food company ever posted test results online for consumers to access freely. Joey has spent his entire life helping give back to pets in every way possible. In 2013 he founded The Lucy Pet Foundation, a 501c3 animal charity dedicated to reducing the overpopulation of pets and unnecessary euthanasia in shelters and to promote finding ‘forever homes’ for rescues. To date, the Lucy Pet Foundation has performed more than 30,000 free spay and neuters, working alongside and in cooperation with the City of Los Angeles.