A CRUELTY-FREE PLANET KIND BRAND FOR DOGS Since day one, when we made our first grooming products, we have been powered by plants, not animals. DRIVEN BY ETHICS, NOT PROFITS. Now we are taking the same founding principles and applying them to what is, by far, the worst offender in the pet sector - food. Making ethical shampoo was never going to change the world. But dog food? now that's something we can really get our teeth into. Nor is it acceptable for the pet food industry to be one of THE HIGHEST CONTRIBUTORS TO CO2, DEFORESTATION AND FRESH WATER USAGE. It's now proven dogs can thrive without cost to other animals or the environment. SO NOW WE'RE ON A MISSION to radically change the pet industy. It won't be easy. But with your help it will be a lot easier. Because we passionately believe we can and should SERVE OUR BEST FRIENDS BETTER. We have never deviated from our principles in the development of our products and we never will.