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Our promise to you and your pet: Honesty, transparency, integrity.

In an industry overrun with hollow promises, misleading labels, magic potions and disclaimers… we pledge to always give it to you straight.

Informed, honest guidance

Honesty is the foundation behind all of our recommendations. Our Scientific Advisory Board is comprised of leading veterinarians, scientists, and nutrition experts. While it doesn’t make for epic holiday parties, is does create robust product development, recommendations that are founded in experience and knowledge, and the internal ability for us to stay current with the latest research findings.

We totally geek out about this stuff, so you don’t have to.

Scientific research is nuanced and dynamic. We classify each product based on existing and ongoing research, evaluating them by number of studies, consistency of results, magnitude of results, and the methodology characteristics. So you can spend more quality time with your pet.

Our commitment to transparency is, well, clear.

You deserve to know what’s in the products your pet is taking, and we will be honest and about our sourcing practices and supply chain. It’s easy because we have nothing to hide, we’re proud to tell you where everything is from and what it is. And we promise that what’s on our labels is what’s in our product, nothing more, nothing less.

Are you ready for a happier pet?