"We feed whats in the bag"

At our core, we believe better pet food starts long before ingredients ever reach the bowl. Through our foundation in animal nutrition at Trouw Nutrition, we’ve spent decades helping raise and nourish hundreds of millions of animals across the agricultural food chain. That experience gives us a unique understanding of how quality is built—from the very beginning.

Our pet food is proudly made in St. Marys, Ontario, using locally sourced ingredients whenever possible—while carefully selecting essential nutrients from trusted global partners when needed.

Unlike most pet food brands that only focus on the final recipe, we’re involved much earlier in the process. From the feed animals receive to how they’re raised and sourced, we have visibility into every step. This level of involvement allows us to maintain strong standards for quality, consistency, and traceability—well beyond typical industry expectations.

We often say we “feed what’s in the bag.” It’s a simple way of expressing something deeper: we don’t just select ingredients—we help shape them. By understanding and influencing nutrition at the source, we’re able to create pet food that delivers reliable, high-quality nutrition pet owners can trust every day.

Whether it’s Lifetime or Wholesome Blend, that same philosophy carries through—consistent recipes, thoughtfully selected ingredients, and a commitment to doing things the right way from start to finish. Because when you know where your food comes from, you can feel confident in where it’s going.

Committed to sustainability 

Sustainability is a measure of the ability to endure – to create policies and become responsible for the long-term wellbeing of an organization. Sustainability can be looked at in three pillars – environmental, social, and financial. For us, it is also about creating sustainable practices for the world surrounding our company. 

We continue to reduce possible inefficiencies to improve our operational best practices and reduce waste. Where possible, we source all of our ingredients in Canada, supporting the local economy, reducing transit time and maximizing freshness of ingredients.  

Our Wholesome Blend Pea-Free diets come in biodegradable packaging that uses technology of Eco-One®. It allows plastic to be broken down into humus (rich soil), methane (energy source) and carbon dioxide in biologically active landfills (BAL). When Eco-One plastic reaches BAL, this technology encourages moisture to infiltrate and expand the plastic, allowing microbes to enter and breakdown the packaging. 

Trouw Nutrition, as a part of Nutreco, has long worked to build a more sustainable food system as we strive to achieve our mission of feeding the future.