Above and Beyond Is Our Standard
Your dog or cat is more than just a pet. That’s why we’re passionate about every step of how their food is made, because we know you wouldn’t have it any other way. Explore your pet’s Biologically Appropriate food story by clicking the links below.
WHY
REAL MEAT, POULTRY OR FISH?
Our diets are packed with animal ingredients because they’re rich with naturally occurring nutrients like protein, amino acids and fats in their most bioavailable form, making them ideal for your pet’s diet.
WHY
SO FRESH?
It would be easier to use powdered ingredients, but your pet needs fresh ingredients to be their best. At least the first 5 ingredients2 in our dry food recipes are fresh or raw meat, poultry or fish, because your pet thrives on a Biologically Appropriate diet.
WHY
A VARIETY?
Just like us, your pet needs nutritional variety. That’s why our recipes include a variety of fresh animal ingredients, and WholePrey ingredients like nutrient-rich organs. Different animal ingredients have different nutrient levels, so providing your pet with a variety is important to nourish them properly.
1Approximate 95% 2 Derived from the unprocessed state of ingredients. Our included fresh ingredients are delivered refrigerated and our included raw ingredients are delivered frozen.
Our Pet Nutrition Experts develop our diets in small batches, hand testing to confirm the balance, quantity and quality of nutrients like proteins, fats, vitamins and minerals. We’re proud that our nutrition standards go above and beyond many other pet foods.
CHECK OUT OUR BLOG
Explore articles about pet nutrition, ingredients, & more
Animal protein sources depicted in fresh form before processing. Proportions and quantities not representative of contents of one package or serving. Cuts and varieties may vary. See ingredient list on packaging.
"We’re very proud of Norpel to be part of the Champion family being able to supply them with fish for the long term." - Eoin Rochford, Norpel Fisheries
The World’s Best Ingredients
Whether it’s our free-run* chicken from the USA, a combination of farmed and wild-caught fish from Canada, or farm-raised lamb from New Zealand, we source our fresh or raw ingredients from suppliers who are experts in their field to help meet our strict standards for your pet’s food.
Discover More About Our Ingredients
LEARN MORE *Our free-run chickens and turkeys are not housed in cages and are able to move in a barn without outdoor access.Our included fresh ingredients are delivered refrigerated and our included raw ingredients are delivered frozen.
WE GO THE EXTRA MILE
All pet food must follow certain standards, but did you know we also go beyond that? From palatability testing to real-time nutrient testing on ingredients, here’s how we go the extra mile when we craft your pet’s food.
WHAT'S THE MINIMUM REQUIREMENT FOR ALL PETFOODS?
All pet foods must be formulated to minimum AAFCO & FEDIAF requirements.
Different states or countries may require that nutrient values must be tested.
HOW WE GO ABOVE & BEYOND
We also test Digestibility, Stool & Palatability to help us validate that our foods are providing nutrients that dogs and cats need.
Feeding Trials give us confidence that our food is safe for long-term feeding.
We continually test nutrient values in our ingredients so we can target vitamin and mineral supplementation, so we only add supplements when necessary to optimize our recipes.
AMAZING FACTS ABOUT OUR KITCHEN
Our dry food & freeze-dried recipes are proudly crafted in our custom-built kitchen in Kentucky, USA.
Our fresh ingredients are delivered daily — sometimes even fresher than what you’d find at the grocery store!
Our kitchen includes a unique cold storage area just over half the size of a football field to store and mix our fresh ingredients.