All-natural food products aren’t just showing up on dinner plates. They’re also showing up in dog dishes.

Owners of a new downtown Lawrence store are hoping that the organic food movement that has spawned successful stores like the Community Mercantile Co-op will catch on with pet owners.

Natural Pet Outfitters, 1004 Mass., opened two weeks ago with a focus on selling all-natural dog and cat foods, treats, shampoos and supplements.

“I really can’t think of a better place in the Midwest for this to work than in Lawrence,” co-owner Justin Shmalberg said. “We are very fortunate because we have a lot of people in town looking for natural alternatives to all sorts of things. We’ve definitely benefited from the organic food movement that’s taken place here.”

The other owner is Danielle Jonas.

The idea behind natural pet products is similar to the concept behind organic produce and meat. The dog and cat foods don’t use artificial preservatives and they’re made of meat suitable for human consumption rather than meat byproducts.

“A byproduct just means it was some part of the animal that they weren’t able to sell to anybody else,” Shmalberg said.

Justin Shmalberg, co-owner of Natural Pet Outfitters, 1004 Mass., gives Bikari, a 2-year-old Weimaraner, an all-natural dog treat. Shmalberg said he opened the store to provide pet owners a source for healthier

Natural products can be effective in helping cats and dogs reduce problems with allergies, digestion and coat problems, Shmalberg said.

Chris Durflinger was a customer in the store Friday. She said she switched to the natural products because it helped her dog’s dry skin condition, which cut down on veterinary bills.

“I try not to put many preservatives in my food, so why would I want to do that with my pets?” Durflinger said.

The all-natural products cost more than traditional pet supplies. Shmalberg said a 40-pound bag of dog food may be $6 to $7 more than a typical upper-end dog food like Science Diet. But he said pet owners have said they used less of the all-natural food at a time because it is more filling.

John Bradley, of Lawrence’s Bradley Animal Hospital, said veterinarians were mixed about the value of the all-natural products.

“We don’t have the history or track record on most of these brands,” Bradley said. “They may end up being wonderful, but right now, we don’t know.”