01 — Every ingredient must earn its place.
We choose ingredients for what they contribute nutritionally and how they’re absorbed and used by the body. Every ingredient is selected based on pet needs and the latest nutritional science, not because it’s trendy or looks good on a label. If it doesn’t have a purpose, it doesn’t belong in our recipes.
02 — Ingredient quality starts at the source.
We source Canadian-first whenever possible, starting with Canadian farmers and producers. When an ingredient can’t come from Canada, we source it from carefully selected, trusted partners. We visit each of our suppliers to help ensure the quality and consistency of the ingredients that go into our recipes. (Only a small number of our ingredients are sourced outside Canada, including lamb, green-lipped mussels and taurine.)
03 — Ingredients should work together to support better nutrient absorption.
We consider how ingredients work together and how their nutrients are absorbed and used by the body. Through Optimum Combinations™, we purposefully pair select ingredients that complement one another to provide greater nutritional benefit together.
04 — Recipes must support whole-body wellness and be grounded in nutritional science.
Our nutritionists and holistic experts formulate every recipe with whole-body wellness, gut health, and Optimum Absorption in mind. We also work closely with leading Canadian animal nutrition programs at accredited universities to continually study and improve our recipes.
05 — Every step must meet rigorous quality standards.
From formulation and sourcing to manufacturing, packaging, testing and shipping, we oversee every step of the process at our facility in Elmira, Ontario. Every batch is tested before it leaves our facility. The proof of our commitment to rigorous safety and quality standards: zero recalls in 33 years of operation.
06 — Every claim must be backed.
From ingredients and sourcing to formulation and nutrition, what we say has to stand up to scrutiny. Plain and simple.
