The raw range

Three lines, three jobs

Everything in the freezer belongs to one of three lines. Learn what each line is for and you never have to memorise a catalogue.

Line	What's in it	Who it's for
Pure	80% muscle meat, 10% organ, 10% ground bone. One protein. Nothing else.	Sensitivities, elimination diets, and customers who want to control every ingredient
Gourmet	65% muscle, 10% tripe, 10% organ, 10% ground bone, 5% kale, spinach and kelp	The everyday choice for a healthy dog
Signature	Purpose-built recipes that combine proteins for a specific job	Customers with a specific goal — an active dog, an extra omega-3 boost

The one-sentence version, and it's worth being able to say it without thinking:

"Pure is one protein and nothing else. Gourmet is that plus greens and tripe — the everyday one. Signature Blends are built for a purpose."

The proteins, line by line

Line	Proteins
Pure	Chicken · Turkey · Beef · Duck · Salmon · Rabbit
Gourmet	Chicken · Turkey · Beef · Pork · Lamb
Signature	Performance Blend · Turkey + Salmon Blend · Chicken + Lamb Blend

There's also Pure Beef Tripe sold on its own, which is green tripe rather than a complete meal — it's a topper, not a dinner. More on that in Lesson 5.

Two things a customer will notice before you mention them:

• Chicken is the cheapest protein and rabbit is the most expensive, by a wide margin. That isn't arbitrary — it tracks what the raw material costs us. Say so plainly if asked; it's a better answer than sounding evasive.
• Not every protein exists in every line. There's no Pure Pork or Pure Lamb, and no Gourmet Duck, Salmon or Rabbit. If a customer wants pork or lamb, they're going to Gourmet. If they want duck, salmon or rabbit, they're going to Pure.

That second point is genuinely useful on the floor. A customer who says "my dog can only have novel proteins" is being pointed at Pure Rabbit, Pure Duck or Pure Salmon, and that decision is made for you by what exists.

Choosing a protein for a customer

Most customers don't need a lecture. They need one recommendation and a reason.

If the customer says...	Point them at	Because
"Just starting out, healthy dog"	Gourmet Chicken or Gourmet Beef	Everyday formulation, familiar proteins, the two cheapest ways in
"My dog is itchy / reactive"	Pure, and a protein they've never fed	One protein means you can actually isolate the trigger
"My dog is very active / working / sport"	Performance Blend	Built for it, and priced with the everyday proteins
"I want more omega-3"	Turkey + Salmon Blend or Pure Salmon	Oily fish already in the recipe
"Something different, he's bored"	Any protein they haven't fed	This is rotation, which is what you want anyway
"Price is the issue"	Chicken, in either line, or Performance Blend	Honest answer, and it keeps them feeding raw

The thing to never skip

Whatever you sell them, the conversation isn't finished until you've said what goes with it. Pure and Signature need kelp and an omega-3. Gourmet needs an omega-3 but not kelp. That's Lesson 4, and it's the lesson that makes the difference between a $12 sale and a $70 one.

On the floor

If you only remember one thing from this lesson:

"Pure for sensitivities, Gourmet for everyday, Signature for a specific job — and whichever you pick, don't feed it forever. Rotate."