In an unregulated dog food industry, it is possible to get away with a lot. Till that time when regulations become strict, it is upon every manufacturer to work with the right intent and create the right products for their “consumers” i.e the dogs and NOT their “customers” i.e the humans who buy the products. Unfortunately, the focus on the humans has lead to misleading marketing, labelling tricks and use of sub-standard ingredients. Biscuits claiming to be chicken biscuits are sold by the KG at prices which when worked backwards can only mean two things – that they don’t really have chicken OR that they are made of chicken powder which is in turn made up of chicken derivatives, by product or waste. We believe that intent matters…wanting to make the right product for our dogs matters. We have therefore created a brand and products ( Biscuits , Jerky , Chews) which stands for the truth in things, for true ingredients