We design our foods to match the lifestyle of your pet. What does that mean? It means the foods are put together to properly meet the metabolic needs of the animal, and also looks at what the dog (or cat) does most of the time; that is, what’s their primary job in life? For instance, if they’re active, we increase the protein, amount and types of fat, and weave in a specific fiber composition to achieve maximum performance and recovery. If they enjoy a more casual lifestyle, we bring down the total levels of fat and protein, tweak the other ingredients and make sure all the bases are covered to ensure your pet is being fed, and eating, like nature intended their bodies to be fueled. We are activity driven, not market driven. To us, trying to fit foods that aren’t designed for a certain lifestyle is like attempting to fit a round peg into a square hole, or wearing stilettos while operating a jackhammer; it just doesn’t work and it just doesn’t feel good.