Free
dogs of
the
ultra-processed
standard
Together from feed to food.
The problem
Our
dogs
miss
more than
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
dogs
live
on
ultra-processed
feed
While us humans are getting more conscious about our food.
Source
Researchers from Canada's University of Guelph¹.
3
companies
dictate
for
166 years
what
our dogs
eat
Dogs switched from 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 does not clean teeth. In fact, ultra-processed, carbohydrate-rich foods can actually contribute to a higher risk of tartar buildup. It's like we're expecting hard chips to clean ours.
Myth
"My kibble is made from fresh ingredients"
Fact
Even though the packaging says "fresh", the ingredients are often anything but fresh. All ingredients that were once fresh (often leftover meat and low-quality grains) are repeatedly cooked at temperatures up to 200°C, destroying the natural nutrients that were once present.
Our story
We are
done
with this standard
So we decided to put a stop to 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, 1 whiteboard, and the crazy idea that supplements could make dogs healthier. Suppdog was born.
And it worked! 50,000 dogs were helped with their issues. But then came the book "The Forever Dog." A book that explained it all: supplements can 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 and retain the nutrients.
The power of mother nature, but easy.
This is how we turn feed into food again.
Our inspiration? Blue Zones. 5 places on earth where people live longer thanks to real, healthy food.
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
Citation
- 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
