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Why this matters:this is the lesson that wins over the nervous customer. Safety is the number one objection to raw feeding, and it's the one where a vague answer does real damage. Everything here is concrete, and concrete is what reassures people.
All of our meat is sourced from human-grade, government-inspected facilities. Those facilities are held to strict safety standards, including checks for disease, parasites and microbiological hazards. Everything is free of hormones and antibiotics — and that's not just "we don't add them," it means the animals were never given antibiotics, medications, or feed containing medicated ingredients.
No cloned or gene-edited animals. The Canadian government now allows meat from cloned animals and their offspring into the food supply without mandatory labelling. We don't use it. Our proteins come from traditional Ontario farms only.
Most of our staff have visited these farms in person.
This one matters, because it's a question you'll be asked and there's a temptation to overclaim.
But we do not advertise the range as "100% grass-fed" or "100% free-range," because it isn't. In winter, when grass isn't available, it's normal for beef and lamb to have their diet supplemented with high-quality grain and hay.
Other companies in this category will make the blanket claim anyway. We don't.
That's worth saying out loud to a customer who asks. "They're honest about the bits that aren't perfect" is a more powerful trust signal than any claim on a label — and it means you'll never be caught out by a customer who knows the industry.
We use the whole ground animal, excluding weight-bearing bones, the head, intestines and guts. Only clean, good meat and bone. Organs and tripe are added separately.
We have never used mechanically separated meat (MSM). If a customer knows what that is, they'll be glad you said it.
Bones: non-weight-bearing bones for the large animals; necks and carcasses for the smaller ones. The bone always matches the protein — beef food contains beef bone, not chicken bone. Organs match too, unless the label says otherwise (Gourmet Chicken, for example, includes beef liver and green beef tripe).
Poultry is a mix of carcasses and some whole birds. Salmon is wild-caught frames mixed with fillet ends.
This is the part nobody thinks about, and it's where a lot of raw food goes wrong.
Our quality assurance and production teams have procedures specifically to prevent proteins mixing — which matters enormously for allergy customers. All machinery and production space is thoroughly cleaned between each protein grinding day.
That's why you can confidently sell Pure Rabbit to someone running an elimination diet.
Every batch is stamped with an expiry date, and that date is also the batch number. Product is good for one year from the date it was made — so a batch produced on 9 October 2024 carries 09/10/2025 (DD/MM/YYYY).
It means any product can be traced. If a customer ever raises a problem, get that date off the tub — it tells us exactly which batch it came from.
HPP is High-Pressure Processing — a pasteurization step some raw brands use to kill bacteria. We don't use it.
The reason: HPP doesn't discriminate. It destroys the beneficial bacteria along with the harmful, and takes the natural enzymes and nutrients with them — the things that make raw food worth feeding in the first place. Most raw companies in Canada don't use it either.
The obvious follow-up is "then how is it safe?", and the answer is the dog:
A dog's digestive system is not a human's. That, plus high-quality sourcing and strict production protocols, is the safety strategy.
Our recipes were developed, and are maintained, with a canine nutritionist. They've also been tested and analysed by an animal nutrition company — one that then used our products as the basis for creating its own supplement line.
Full nutritional analysis for every protein is on its product page — calories, fat, minerals, enzymes, the lot. Those numbers come from lab testing, not a spreadsheet estimate.
Point customers there. Very few brands in this category will show you that.
You will occasionally get a customer, or a vet, who asks whether we're AAFCO certified.
We are not AAFCO, HACCP or NRC certified. We take those guidelines into account when formulating, we work with a canine nutritionist, and we publish lab-tested analysis for every product. But we don't hold the certifications, and you should never say we do.
Useful context: AAFCO doesn't test pet food samples to check they meet their label guarantee, and it doesn't test raw foods at all.
On the floor
"Is it safe? Isn't raw full of bacteria?" "Two things. The meat's human grade from government-inspected facilities, and it's frozen to minus twenty right after packing. And dogs are built for it — their stomach acid sits at pH 1 to 2, far more acidic than ours. You just handle it like you'd handle raw chicken for yourself: wash your hands and the bowl."
"Do they pasteurise it?" "No, and deliberately. That process kills the good bacteria and the enzymes along with the bad, which is most of the reason you'd feed raw in the first place."
"Is it AAFCO approved?" "They're not certified, and they're upfront about that. They formulate with a canine nutritionist and they lab-test every product — the full analysis is on each product page, which is more than most brands will show you."
