The primary source of mainstream pet foods is animal and plant waste unsuitable for human consumption. These ingredients often contain large quantities of built-up toxins, are intensively heat-treated, and synthetically enhanced with artificial flavors and colors. These chemicals have harmful effects on pets, with up to 50% of dogs becoming sick.

Our pets are responsible for 20% of the world's meat production. As the global population and prosperity continue to grow, so does the inhumane treatment of animals in factory farming. An average dog single-handedly consumes 8,030 animals in its life - that's equivalent to one animal life every day.

3% of the global greenhouse gas emission is caused by pet food. The average dog consumes 33 million liters of water, cuts 2,2 hectometers rainforest, emits 80 ton CO2 equivalents, and uses 588.030 kilometers of fossil fuel (15 drives around the planet) in its entire life when eating a fresh-meat diet.