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Why this matters:this is the lesson that changes what a customer spends and how well their dog does. It's also the lesson staff most often get wrong in both directions — missing something the dog genuinely needs, or selling five things it doesn't.
Start here, because these two are part of feeding the diet properly rather than an add-on.
Kelp — Organic Sea Kelp carries a broad range of minerals and trace elements. Feeding Pure or a Signature Blend? They need kelp. Feeding Gourmet? They don't — it's already in the 5% greens.
Omega-3 — Herring Oil, or sardines. Almost everyone needs this, including Gourmet customers. This is the single most common mistake on the shop floor: staff assume Gourmet is "complete" and skip the fish oil.
The exception: if they're feeding Pure Salmon or Turkey + Salmon, the oily fish is already in there.
| Feeding | Add kelp? | Add omega-3? |
|---|---|---|
| Pure (except salmon) | Yes | Yes |
| Pure Salmon / Turkey + Salmon | Yes | No |
| Signature Blends | Yes | Yes |
| Gourmet | No | Yes |
"Why isn't the fish oil just in the food?" There's a real answer, and it's a good one: fish oil oxidises and degrades sitting frozen. Building it into the recipe would mean selling a product whose omega-3s had already broken down. Added fresh at the bowl, it works.
These are for a reason, not for everyone. Sell one when the customer describes the problem it addresses — not as a bundle.
| Supplement | Sell it when the customer says... |
|---|---|
| K9 Complete | "I want to make sure I'm not missing anything" — the broad daily foundation |
| Healthy Gut | Digestive upset, inconsistent stools, a dog that's been on antibiotics |
| Digestive Paste | The travel-sized version of that conversation — a stressed stomach, a feeding change, a trip. Fast, targeted, short-term |
| Healthy Joints | Older dog, big breed, stiff after walks, working dog |
| Immune Boost | Run-down dog, recovering, or an owner focused on general resilience |
| Itchy & Allergy | Seasonal or environmental itching. Dogs only |
| Puppy Support | Any puppy from 8 weeks. Worth offering to every puppy customer |
| Healthy Heart | Cardiovascular support — usually an older dog, and usually a vet conversation is already happening |
| Ashwagandha Chews | Anxious dog, thunderstorms, fireworks, separation, travel |
| Essential Spray | A coat spray for outdoor season, not a food supplement at all |
| Feline Vitality Chew | Cats. Covered properly in Lesson 6 |
One problem, one supplement. A customer who describes an itchy dog needs the Itchy & Allergy supplement, not that plus gut plus immune plus joints. Selling four things to someone who needed one is how you lose a regular customer.
A supplement is not a diagnosis. "Itchy" can be food, environment, parasites or something medical. You can offer a supplement that supports seasonal itching. You cannot tell a customer what's wrong with their dog. If they describe something persistent, worsening or painful, that's a vet conversation — and saying so plainly builds far more trust than guessing.
Probiotics and antibiotics. If a dog is on antibiotics, probiotics should be given roughly two hours after each dose — otherwise the antibiotic kills them on the way through. This is a small piece of knowledge that makes you sound genuinely expert.
Puppy Support from 8 weeks. Puppy customers are the highest-value customers you'll ever get, because they're establishing a routine that may last a decade. Getting the supplement conversation right at 8 weeks matters more than any other single sale.
On the floor
The sentence that should follow every raw food sale:
"Two things go with that — kelp, and a fish oil. Unless you're on Gourmet, in which case you've got the kelp already and just need the oil."
And the one that keeps you out of trouble:
"That's worth a conversation with your vet — and once you've had it, come back and I'll help with the food side."
