We think real ingredients are our most powerful tool for maximizing our pets' wellbeing. For us, where every ingredient comes from is important and every ingredient we include in our recipes must have a purpose. And sometimes, what we don't include in our pet food matters even more. Learn what it means to Feed What's Real® by seeing the difference ingredients make in our pet nutrition.
Real meats, whole fruits and vegetables, coconut oil, apple cider
vinegar and turmeric are just some of the ingredients we use to
provide naturally derived nutrients and enzymes that contribute to
the overall wellness, immune and digestive health, lean muscles and
healthy skin & coat.
PURE PROTEIN FROM
When it comes to protein, we think the source matters. All of our
recipes start with animal protein – we believe that should be the
primary source of protein, not peas or potatoes. Animal protein
provides all the essential amino acids your pet needs – something that
vegetable protein alone can't provide. Our commitment to our raw
philosophy can be seen in all that we do – that's why we put real meat
first or include pure, minimally processed, raw in every bowl of kibble.
Our recipes are free of grain, corn, wheat, soy and potato. And other common
ingredients that cause food sensitivities. We don't believe in using fillers – we
think every ingredient should have a nutritional and functional purpose.
NO ARTIFICIAL COLORS,
FLAVORS OR PRESERVATIVES
Because we believe that every ingredient should have a purpose -
and one that's beneficial to our pets - we choose not to include any
artificial colors in our foods. We'd rather stick with what's completely
natural. And completely necessary. When it is necessary to preserve our
product, we do so naturally. That's why our dry kibble uses mixed
tocopherols and citric acid to create a potent natural preservative
that also delivers Vitamin E.
MADE IN THE USA WITH THE FINEST
INGREDIENTS FROM AROUND THE WORLD
We’re proud that all of our foods are Made in the USA. We make our raw recipes – including
the freeze-dried raw that is included on our dry kibble – in our company- owned facility
in Lincoln, Nebraska. We strive to source our ingredients from the U.S. where possible, but our
first priority is superior quality. That’s why our grass-fed lamb and venison are sourced from
New Zealand and our farm-raised rabbit is from France. We hold ourselves, and our suppliers,
to the highest standards.
Not only do we want to know where our food comes from but we also think it’s important to
know how it was grown or raised before it gets to us. That’s why we source ingredients
like cage-free chicken, grass-fed lamb, and wild-caught salmon as well as non-GMO fruits and
vegetables for our raw diets. We have choices when it comes to sourcing and we believe the
choices we make matter.
TAKING GREAT INGREDIENTS AND
MAKING THE BEST NUTRITION
We want to do everything we can to unlock our pet’s potential to thrive and that means
carefully considering the role of every ingredient and how they work together to nourish
and fuel our pets. It also means constantly learning from the experts in pet wellness and
We formed our Nutrition Council in 2009 as a way of challenging and bettering all of our
ingredient and recipe choices. Made up of pet nutritionists, vets, R&D experts, and other
passionate pet parents, our Nutrition Council meets twice a year to ensure that we’re doing
everything we can to redefine better in pet food.