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Why this matters:every raw brand says "quality." What separates them is what they actually put in the tub and why. Once you understand the ratio, the whole product range makes sense and you can explain any of it.
The principle behind everything we make is simple: a dog should be eating something recognizable as meat.
That sounds obvious. It isn't, in this category. Plenty of raw food is emulsified into a uniform paste, bulked out with cheap plant material, or mixed so unevenly that one tub is mostly muscle meat and the next is mostly bone. Our starting point was to fix exactly that.
Nearly everything we make is built on a whole-prey ratio — roughly what a dog would get from eating an actual animal, rather than from a formula reverse-engineered out of a nutrition table.
| Muscle meat | Tripe | Organ (offal) | Ground bone | Greens | |
|---|---|---|---|---|---|
| Pure | 80% | — | 10% | 10% | — |
| Gourmet | 65% | 10% | 10% | 10% | 5% kale, spinach, kelp |
Confirmed accurate. Note that your public FAQ page still shows the old 75/10/10/5 version — that needs correcting on the website.
Two products, one philosophy, two different jobs:
Pure is a single protein and nothing else. No vegetables, no botanicals, nothing extra. That makes it the right choice for a dog with suspected food sensitivities, or for anyone running an elimination diet to work out what a dog is reacting to. You can't identify a trigger if the food has eight ingredients in it.
Gourmet adds 5% of kale, kelp, spinach and tripe. For most healthy dogs this is the everyday choice — the greens and kelp bring minerals and micronutrients, and the tripe brings digestive support.
Signature Blends are purpose-built combinations. Performance Blend, for example, is ground chicken with meat and bone, beef offals, and green beef tripe — aimed at active, working and higher-energy dogs.
Customers sometimes see "10% organ" and hesitate. It helps to explain what those parts actually do.
Organ meat is the most nutrient-dense part of the animal — liver, kidney, spleen and heart carry iron, zinc, B vitamins, taurine and CoQ10. A diet of pure muscle meat is missing a lot.
Ground bone supplies calcium and phosphorus in the ratio a dog is built to absorb. Grinding it means the dog gets those minerals with no splintering risk. This is separate from recreational raw meaty bones, which are a different thing entirely — that's covered in the next lesson.
This is worth understanding properly, because it's one of the real differences between raw brands and it comes up more than you'd think.
Some raw pet food companies take a different formulation approach: they remove whole bone entirely and meet the calcium and mineral requirements using isolated or synthetic calcium and bone mineral supplements instead. It's a legitimate way to hit a nutritional target on paper.
We keep the bone in. Our calcium comes from whole food, as part of a natural, food-based nutrient profile — the same way a dog would get it from eating an animal, alongside everything else that comes with it rather than added back in afterwards.
That's a philosophical difference as much as a technical one, and it runs through everything else we make.
Green tripe is the one people ask about most. It's the stomach lining of grazing animals, and ours is untreated and unbleached — unlike the cleaned, bleached tripe in a grocery store, which has had the useful part stripped out. Green tripe brings natural probiotics and digestive enzymes. It's also strong-smelling and dogs love it, which makes it genuinely useful for picky eaters.
This is the single most important thing in the module, and it changes how you answer half the questions you'll get.
We don't believe balance comes from a single perfect bowl. We believe it comes from variety over time.
That's rotational feeding: alternating proteins, either daily or weekly, so that over the course of a few weeks a dog gets the full range of nutrients rather than relying on one recipe to deliver everything at once.
It's why the range is built the way it is, why the cases exist, and why the honest answer to "which one should I buy?" is usually "start with one, then rotate."
It also reframes a question you'll be asked constantly — "is it balanced?" The answer isn't a yes-or-no about one tub. It's: feed a variety of proteins, add the right supplements for the line you've chosen, and the diet balances out.
There's a blog on protein rotation on the website worth pointing customers at.
On the floor
The two most useful sentences in this lesson: "Pure is one protein and nothing else — that's your allergy and elimination option. Gourmet has the greens and tripe in it, and that's the everyday one."
"Don't feed the same protein forever. Rotate them — that's where the balance comes from."
