In March 2011, Alison Wiener and Hanna Mandelbaum, owners of Evermore Pet Food, announced they would eat only their petfood for a month, airing daily "live feeds" online to chronicle the promotion. The founders of this year-old company, used this "guerrilla-like" marketing campaign to create awareness for their holistic products that they call not only human grade but actually "human edible." Though still modest, sales of the petfood products, which are "gently cooked," then frozen, are growing rapidly - Evermore predicts a profit of US$150,000 for 2011.