Our love for dogs is truly the guide upon which we base our product and business decisions. Over your dog’s lifetime you will make many decisions on his behalf but none more important than his daily diet. The quality of the food he eats is completely within your control and it will have both an immediate and long lasting effect.

The pet food business is severely broken. Many of the stories you read about on the internet are not just urban myth. The “ingredients” that are allowed to be called dog food are in fact atrocious, and in many cases, may be dangerous. The association (not an agency of the government) that purports to care about the quality of food fed to pets is in fact an organization led by, in part, the largest pet food manufacturers in the country.