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.
In our view, until the rules change, the only way to know for sure that you are feeding your dog a quality diet is to feed USDA certified ingredients that are approved for human consumption. And even then, the preparation method is critical to the final quality of the food. If all of the nutrients are cooked out of the food it hardly matters that you started with quality ingredients. The food must be “gently cooked”. And what we mean by that is simple… it must be cooked at the minimum levels allowed. This process is much more hands on. It takes longer and costs more but it retains the nutritional value of the ingredients.