We're passionate about pets and believe that whole food nutrition will help our pets to thrive. There are way too many of our precious furry family that get cancer, kidney failure, pancreatitis, incessant itchiness, yeast infections, a bumpy nose, UTI's, tumors, hot spots, leaky eyes and a dull coat. Good food is thoughtful food, food with integrity and a transparent ingredient panel. There are a ton of options out there with words that invoke trust like "natural" or "real meat" or "made with chicken" based on weird definitions and are ultimately misleading, including ingredient panels. But it doesn't have to be complicated, if you learn how to read through the smoke you'll know exactly what you're feeding your pet.