We brake it down to basics: Taste, Variety, Nutrition, & Fun. Our goal is simple, incorporate these staples of any human meal (which we often take for granted), and offer these same benefits to our furry friends. We start with TASTE knowing full well that if dogs don't love it, we don't want to make it. But just making a great tasting food isn't enough... we need to develop multiple delicious recipes so they enjoy a VARIETY of meals throughout the week, just like the rest of the family. And we refuse to make any sacrifices regarding NUTRITION... all our recipes are Natural, with essential vitamins and minerals, and DO NOT contain Artificial Flavors or Preservatives of any kind. This is non-negotiable. Lastly, we don't want to make mealtime just a little better, we want to make it FUN!