Knowledge is Power. It gives you the power to make better health and lifestyle choices for your pets.

How it all began – Lifestyle and Convenience

Our lives just became too busy and we began to focus on convenience instead of health

We trust our Regulators

By law, commercially available pet food is required to be nutritionally complete and balanced, all the correct fats, proteins, carbohydrates, fibre, vitamins, and minerals. Awesome, I do not have to cook right!

Here is where it all went wrong

The print got smaller and smaller, lets be tricky and hide what is really in our ingredients so we can make more money.

Unfortunately, most dog food is classified as Feed grade NOT Human grade. Feed grade food is lower quality and they allow toxins.

Chemicals & Preservatives

  • BHA – Butylated Hydroxy anisole – A known carcinogen and reproductive toxin that causes kidney and liver damage.

  • Ethoxyquin is harmful if it is swallowed or directly contacts skin. Ethoxyquin often enters through ‘fish meal’ and may not even appear on a label.

  • Propylene Glycol (PG) is a humectant (moistening agent). It is chemically derived from ethylene glycol (EG), also known as antifreeze, which is extremely toxic to animals.

What is in our pet food and treats?

  • Mould producing mycotoxins Meat meals.

  • By-products means dead animals from farms, feedlots, animal shelters, fats, and grease from food waste from restaurants.

  • Another by product is Pentobarbital, which is an anaesthetic used to euthanize animals.

For your pet’s sake, offer a diet of human-grade, whole-food-based ingredients early in life and minimize the consumption of dry and canned diets and treats.

Rendered Fat

  • Adds enhancement and toxins

  • Causes short- and long-term health consequences.

Food Dyes

  • Blue 2, Red 40, and Yellow 5 and 6 have been documented to contribute to hypersensitivity (allergic type) reactions, behaviour problems, and cancer in humans. More recently, caramel colour has come under fire as it contains 4-methylimidazole (4-MIE), a known animal carcinogen.

What to look for in a dry/wet food and treats


Natural preservatives (Vitamin C/E) or no preservatives.


Sourced and made in New Zealand.


Human-grade ingredients (although there are very few foods that can put this on their label, and you will not find this on any packages of kibble)

Ingredients to avoid


Corn and wheat gluten


Meat and grain meals and by-products


BHA (Butylated Hydroxy anisole)


BHT (Butylated Hydroxytoluene)




Food Dyes (Blue 2, Red 40, Yellow 5 and 6, 4-MIE)


PG (Propylene Glycol)


Rendered fat

FREE Shipping at $49. Custom shipping for large orders over $125