To see the power of people and dogs together, just look to Dog Chow Service Dog Salute

By Joe Toscano, Vice President, Trade & Industry Development at Purina

Pets and people are better together.

That truth is our north star here at Purina. And that star has provided a simple but bright and clear guide as we’ve embraced and championed causes that are true to our mission. That includes the Dog Chow Service Dog Salute Program – where these remarkable dogs are more than pets, but heroes themselves.

Supporting U.S. troops isn’t new to Dog Chow. In fact, it goes back to Dog Chow’s creation, as a nod to the “chow lines” that sustained American service members during World War I. But what was once a part of our heritage became part of our mission in 2018. The power of animals is rarely more apparent than when you see the profound impact of a service dog on a person in need. And there are approximately 3.6 million military veterans in need suffering from post-traumatic stress disorder (PTSD) that may benefit from the lifesaving impacts of a service dog. Yes, lifesaving. PTSD service dogs have demonstrated the ability to reduce the severity of PTSD symptoms and suicidal behaviors.

That is why it is particularly heartbreaking to learn that just 1% of those in need who seek a service dog receive one each year. The cost and time it takes to train each service dog – approximately two years and $20,000-$50,000 – has put many of them out of reach to veterans in need.

We want to change that. Dog Chow has donated more than $1.2 million to service dog organizations since the inception of Service Dog Salute. These dollars support the very specialized training required for PTSD service dogs. From recognizing and performing up to 20 tasks that range from reducing panic attacks to alerting veterans of potential triggers, and so much more, these service dogs have very important differences from emotional support, therapy or companion animals.

PTSD service dogs are remarkable and rare. And our sincere hope is to increase awareness of the need while also celebrating the tremendous impact these service dogs and their veterans make. As a retailer, you can help us do that. Service Dog Salute is highlighted on every bag of Dog Chow Complete that arrives to retail stores, but you can also contact your Purina sales rep to learn more about special Service Dog Salute in-store signage, social and digital assets, additional merchandise and more to drive attention for the program.

And at Purina, we want to extend awareness beyond the shelves. Even into the theater! This year, Dog Chow is introducing an all-new Service Dog Salute category in the New York Dog Film Festival which invites filmmakers to explore the unique ways PTSD service dogs transform the lives of the military veterans they serve. If you or someone you know is a visual storyteller, visit www.DogChow.com/filmfestival to learn more. And if you are simply just a fan, stay tuned to that same website this fall to find out how you can see and share the winning film.

There are multiple ways to get involved. Our hope is that you find at least one. Because it is with your support that we can advance our mission and bring more veterans and PTSD service dogs together.