It started with
one small dog.

The diet everyone recommends

Jouel was raised on raw, single-protein food. It's the advice you hear everywhere, and it sounds sensible enough. One meat. Nothing else. Keep it simple.

He was fine. Not thriving, but fine, and fine is easy to accept when you don't know there are other options.

What changed when the food did

Founder Elle moved him onto something balanced. Alternative proteins alongside the meat. Fruit, vegetables, seeds, fibre, fish. Whole foods rather than one ingredient repeated.

The difference showed up faster than expected.

• More energy
• Better sleep
• Firmer, more regular poos
• Physical symptoms that had lingered for months, simply gone

One dog is not a study. But it was enough to send her reading properly into canine nutrition, and what she found there didn't match what was sitting on the shelf.

The problem with the treat aisle

Long ingredient lists. Vague meat. Fillers doing the job real food should be doing. Bags that said a great deal on the front and listed unfamiliar, unclear ingredients on the back.

The good stuff, when she found it, was usually meat and nothing else. All protein, no balance. Which is the same gap she'd just spent months closing in Jouel's bowl.

So she started making her own.

How we make them now

Slowly, and by hand. The barks and bars are air-dried rather than cooked fast, so the ingredients keep more of what they came with.

Everything is made to order in small batches in a Sydney kitchen, which is why an order takes a few days to leave. Nothing sits in storage waiting to be sold.