Our values and beliefs

We believe that canine nutrition is a science and not a guessing game. All our meals and recipes are formulated to meet and exceed the NRC Nutrient Requirements of Dogs and Cats and come from high quality fresh ingredients. The NRC guidelines have formed the base of many other well-known nutrient guidelines, such as AAFCO and FEDIAF, which were adapted for the purpose of commercial formulation.

In our formulations, we believe in going above and beyond the basic minimum nutrient requirements. All of our meals are nutritionally complete and optimally balanced down to each mineral and vitamin, each well above the RA (recommended allowance) while safely below the recommended maximum. We strive to achieve >125% RA, with individual nutrient RA values being within 50% of one another for optimum balance.

However, nutrient requirements are only one piece of the puzzle. The origin and quality of food matter providing these nutrients must also be considered, in addition to their specific functions, agonistic and antagonistic interactions, and absorption in dogs.

Variety is of utmost importance to us. We believe in a fully complete and balanced diet composed of fresh, whole foods with abundant variety, and are species appropriate. Our signature recipes each contain over 15 fresh meats, organs, fruits and vegetables. Dogs are designed to eat primarily animal protein, and so all our meals are based on animal proteins and are abundant in meat (with the exception of some therapeutic diets that require lower protein intake). In our customised recipes, other nutrient rich ingredients such as eggs, oily fish, oysters, mussels etc. may be used if required.