All of the companies that support the
campaign are run be passionate individuals, each with our own ideas and priorities about our own foods. However, we are all united by a common belief that pets deserve real food made with real ingredients, and pet owners deserve openness and honesty from the companies that make their pets’ food.
The aim of the campaign is to promote foods which:

• Are made from good quality, natural ingredients

• Are free from artificial additives such as colours, preservatives and flavours

• Have open and honest ingredients declarations