 In 2018, the company started its Fresh Start campaign, a charitable effort to raise awareness for over-looked shelter animals that face stigmas to adoption, such as breed types, disabilities or past abuse.As part of the campaign, Freshpet funded a new intensive care unit for the Animal Alliance of New Jersey, a shelter that specializes in rescuing high-risk cats and dogs that often need serious medical intervention.The 2014 "Holiday Feast" video was a joint venture between Freshpet and the Humane Society of Utah to help animals find permanent homes.