Our products target the gap between what nature would provide your pet and what is available in commercial foods – ‘The Missing Link’. Unlike their owners, pets cannot choose their food. They and their health depend upon what we feed them. Feeding them the same food everyday is perhaps not the most nutritionally balanced diet and many commercial pet foods do not provide the breadth and depth of nutrition that your pet would receive from mother nature in the wild. Most pet foods are adequate but can be likened to us eating a typical western diet of refined, over processed foods.