Two recipes, eleven ingredients each, sourced from twelve UK farms we visit every quarter. Nothing in here we would not eat ourselves. Almost.
If you would not put it in a sandwich for yourself, it does not go in the food. That is the whole rule. We bend it occasionally for things dogs love and we do not, like salmon oil first thing on a Tuesday, but the spirit holds.
Free-range Devon beef from Trembath Farm, or free-range Norfolk chicken from Eastoft Poultry. Whole muscle meat, not meat-meal, not by-products, not the bit they could not sell to a butcher.
Stone-rolled oats from Hatherop Mill in Gloucestershire, milled the morning before the bake. Sweet potato for slow-release energy and a stool firm enough to make your vet shrug and move on.
Scottish salmon oil for the omega-3s that show up in the coat. Flaxseed in the chicken recipe for joints, especially the working dogs and the older ones.
Cornish kelp, hand-harvested, for the iodine. A vet-formulated mineral and vitamin pack to top up what the bake takes out. We publish the full table on the bag and online.
Twelve farms, all UK, audited every quarter by a third party. Every ingredient gets a batch serial that lands on a QR on the bag. Scan it and you can read the audit, see the farm, and check the bake-day temperature curve.
We pay our suppliers more than the supermarkets do. We charge less than the boutique brands do. The maths only works because we sell direct, ship in 1.8kg bags, and skip the middle 40%.
92°C for 90 minutes. Most kibble extrudes at 160°C+ in a screw machine in under a minute. That is faster and cheaper. It is also why most kibble smells like an industrial estate. Ours takes longer because the protein stays intact and the bag does not need to overcompensate.