Real, named ingredients. No mystery proteins, no fillers, no padding the label. Every product lists what's in it in plain language. If you can't pronounce it and wouldn't eat it yourself, we don't put it in there either.

Most products are species-specific and clearly labelled. We make food and care products for both dogs and cats, formulated separately for each. Check the product page before you order.

Each supplement page explains what it's formulated for and who it's built for. If you're not sure, start with the basics: digestion, coat, joints. And ask your vet. We're not a replacement for that conversation.

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Every product has a feeding guide on the label based on your pet's weight. Start there. If your pet gains or loses weight, adjust. You know your animal better than a chart does.

Don't. Transition over 7 to 10 days by mixing a bit more Woofy in each meal. Switching cold turkey upsets stomachs. This isn't unique to us -- it's just how digestion works.

Seal it and keep it somewhere cool and dry. Wet food goes in the fridge once opened and should be used within 3 days. Don't leave open food sitting out. It's real food -- treat it like real food.

Every product has a best-before date printed on the packaging. We don't load our food with preservatives to make it last forever. Use it within that window and store it properly.