Free
dogs
of
the
ultra-processed
standard
Together from feed to food.
The problem
Our
dogs
are
missing
half
of
their
lives
83 years
Average human life
122 years
Oldest person ever
122-year-old Jean
We're doing pretty well!
11 years
Average dog life
29 years
Oldest dog ever
29-year-old Bluey
This is where it goes wrong...
The
cause?
79%
of
all
dogs
live
on
ultra-processed
feed
While we ourselves eat more and more consciously.
Source
Researchers from Canada's University of Guelph¹.
3
companies
determine
the
diet
of dogs
for over
166 years
Dogs switched from table scraps to the first ultra-processed dog biscuits made from wheat flour, vegetables, beetroot, and beef blood in the 1860s.
To this day, these types of recipes remain the standard.
But what about the
"good"
brands?
Decades of marketing have turned myths into the norm.
Myth
“Complete & balanced” means it has everything to keep my dog healthy.
Fact
"Complete" simply means that the food meets the FEDIAF minimums. These minimums are so low that fast food would meet them for humans. "Balanced" has no legal meaning.
Myth
"Kibble cleans the teeth"
Fact
Kibble doesn't clean teeth. In fact, ultra-processed, carbohydrate-rich feed can actually contribute to a higher risk of tartar buildup.
Myth
"My kibble is made from fresh ingredients"
Fact
Even though the packaging says "fresh," the product may be anything but fresh. All the ingredients that were once fresh (often leftover meat and low-quality grains) are cooked at temperatures up to 200°C, destroying the natural nutrients that were once present.
Our story
We were
done
with this standard
So we decided to do something about it
More than a dog
Amy wasn't just any dog. For 17 years, she was the reason Rik ran home from school, to a tail that never stopped wagging. She was the spark behind everything we do today. Twenty years later, she's still the reason we believe health shouldn't be a matter of luck.
2 school friends with an idea
Rik and Dean met in high school. Two friends, one whiteboard, and the crazy idea that supplements could make dogs healthier. Suppdog was born.
And it worked! 50,000 dogs were helped with their ailments. But then came the book "The Forever Dog." A book that explained it all: supplements help, but nutrition is the foundation. Suppdog was just the tip of the iceberg...
The bigger problem
That left us with the real culprit: dog food itself. What's in most bags?
Corn gluten meal, salt and grain products, flavoring. A chemical experiment disguised as a healthy diet.
For us it is very easy, for dogs it is a harsh daily reality.
Easy?
No.
Necessary?
Absolutely.
We traveled 8,276 km for ingredients and production according to our standards.
22 months of product development with veterinarians and nutritionists.
10 recipes rejected. The 11th was perfect.
The vision
Together
from
feed
to
food
That's why we've taken dog food back to basics.
80% meat, 20% superfoods. 0% nonsense .
The idea is simple: remove the water, retain the nutrients.
The power of mother nature, but convenient.
This is how we aim to turn feed into food again.
Our inspiration? Blue Zones. 5 places on earth where people live longer thanks to real, healthy food.
A place like that is what we want to make possible in your home.
Because caramel coloring is not a vitamin.
Because by-product is not food.
Because dogs can't read labels.
But we can.
Dean and Rik
Discover Forever Food
Sources
- Dodd, S., Cave, N., Abood, S., Shoveller, A.K., Adolphe, J., & Verbrugghe, A. (2020). An observational study of pet feeding practices and how these have changed between 2008 and 2018. The Veterinary record , 186 (19), 643. https://doi.org/10.1136/vr.105828
