Fiber

From all the ads and marketing, we've only seen 1 other dog food that has Real Fiber. Natural Fiber comes from Fur and Feathers only. 

Fiber is very important in digestion and absorption. 

Hydrolyzed 

Wanna know how to make Kibble worse than what it already is and charge more? Hydrolyzed Dog Food! That's how! 

"Chicken Allergies"

This probably started with Kibble companies using terrible chemicals and ingredients and then blaming "Chicken". 

Over the last 2 years of intense research feeding dogs of all ages and sizes, including those with this "allergy", not 1 single dog had an adverse reaction to our food. 

Veggies

Carnivores really can't break through cellular walls of plants. It's  seen when a dog eats grass and will poop whole grass. Cooking veggies just makes them a tasty, non-nutritious filler.