Most pet parents feel good when they see a high protein percentage on the label. “28% protein.” “32% protein.” “High protein.” It sounds impressive, but the label is telling you far less than you think. That “crude protein” line is not measuring how much usable protein your dog or cat actually gets. It is measuring nitrogen in the food and converting it into a protein number with a formula that was designed over a hundred years ago. If you want to understand what your pet is

A lot of pet parents hear the word frozen  and immediately imagine something old, preserved, or lower in quality. But in reality, properly prepared frozen food is often fresher, safer, and more nutritionally stable  than meals that sit in the fridge for days, or foods that have gone through high-heat processing like extrusion or retort. Freezing is simply a preservation method that protects nutrients, prevents bacterial growth, and keeps the food exactly the way it was on the

Okay before you start, I have to say this - if your dog is fussy, you absolutely need to work on it and get a permanent solution in place. Is it not healthy, neither is it a sign of a healthy dog*. And it is very much possible to make dogs 'unfussy'. I have worked with the most difficult ones (one dog would only eat if the wet food had a specific expiry date, yes, seriously) and they ALL started eating proper meals. A dog rarely wakes up one morning and decides to be fussy. F

Most parents assume kibble is “complete and balanced,” so it must be enough. On paper, it usually is. In real life, the way the nutrients behave inside the dog or cat's body is very different. The difference comes from moisture, heat processing, ingredient quality, and how well nutrients survive digestion. This gap between what’s printed on the label and what the dog actually absorbs is where most issues begin: dull coats, inconsistent stools, dehydration, poor appetite, and