Based on the premise that dogs are carnivores and thus should not eat grains, Natura Pet Products introduced the first brand of grain-free dog food called EVO in 2005. There were over 12 different manufacturers of grain-free dog food by 2009. Was Natura's EVO a profitable line of dog food in 2005? Since 2005, what has happened to the profitability of producing grain-free dog food?
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