Our Values

Dig a little and you’ll soon find a small corner of the internet where a furious debate rages on.  What should I feed my dog?  Terms like BARF (Biologically Appropriate Raw Food) or PMR (Prey Model Raw) or 80-10-10 (80% muscle meat, 10% bone, 10% offal) are bandied about as people argue the value of raw feeding versus the more popular option of dry food.  In one breath you’ll hear warnings about the dangers of salmonella only to be countered with accusations of wide scale industrial bias financed by multinational companies. 

There are so many conflicting opinions when it comes to food. It can be confusing. I’ve been confused more than once when it comes to knowing what is the right diet for my dog, Enid. 

One thing is clear, you love your dog.  They are not called (wo)man’s best friend for nothing.  I know there isn’t anything I wouldn’t do for my pet and I’d bet £1000 you feel the same way about yours. I want only the best for her.  I want her to live a long happy healthy life. There is a quote which says “The love of a dog is a pure thing.  He gives you a trust which is total.  You must not betray it.”

For me, one way to live up to that trust, is to feed my dog the best food I can afford.  It doesn’t mean the finest steak every night but it means giving her meals that I can be certain will make her bones grow strong with the minerals and vitamins that her body needs to stay healthy. 

So I started thinking about dog food.  What is in dog food?  What sort of meat is used?  Where do the animals come from?  Are there other parts beside meat that is used?  And if it said 30% chicken derivatives, what does that mean?  Is 30% enough?  What are the other ingredients that I am faithfully feeding to my pet?  Is there colouring?  Sugar? What are all these additives?

The labels listing the ingredients on many foods didn’t really fill me with confidence.  If I read something like that on my food, would I want to eat it every day?  Would it guarantee me good health? After all, we are what we eat right?  If I fed my dog mostly carbs every day when she really is meant to eat protein, what effect would that have?

The secret to good health we’re told is ‘clean eating’ - that is eating food in its most natural state.  Away with overly processed food.  We’re told to focus on fresh and nutritious ingredients.  With that in mind, was it any wonder that feeding Enid food that felt far away from its original state didn’t sit well with me?

For me, the most important thing when it comes to Enid’s food is transparency. I want to know what each ingredient is.  I think it should be easy to understand and easy to research the benefits.  It should be nutritious and beneficial. It should have the right mix of ingredients to ensure that she is getting all the essential vitamins, minerals, fats and enzymes she needs to maintain good health. 

Each product on this site has been carefully chosen by me. It’s said that dogs are the only animal that love us more than they love themselves.  I want to repay that love by feeding my (and your) dog the best food that’s out there.    

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