Dear big dog food: itâs time to cut the crap.
Dog food has a big secret.
Giant in fact. In Australia, itâs a $2.6b industry full of globo-dog-food brands trying to look small and oh-so-local. Advance? Owned by Mars. Eukanuba. Mars. Royal Canin. Yup, Mars. Hillsâ Science Diet. Colgate Palmolive. Supercoat? NestlĂ©. Even your true blue Aussie ones are majority-owned by international private equity consortiums. Chuck a dog running through a field on it and a sexy vet and youâve got yourself a money-making dog food.
Ok, ok, so dog food is big business. Does it really matter? Well, the bigger secret is the standard of ingredients going into many of those big bulk bags lining pet store shelves. Much of it is either âpet food meatâ (aka. whateverâs cheapest at that moment) or heavily processed grains. And if theyâre lucky, some cheap, chemically-grown veggies.
That's not doing old mate any good. Weâve met so many dogs prone to skin and tummy issues and ridiculously high rates of cancer. Not to mention 5-year-old good boys moving like theyâre 12. Over 30,000 of them have switched to Scratch. Because dog food can be better â if you cut out the business.
Weâre not trying to be the biggest â- far from it.
After all, weâd rather take a hit to our profits than your dog's health. And, as weâre Australiaâs only B-Corp dog food. itâs our mission to treat the planet, our people and your dogs on equal footing.