Built by raw feeders, for raw feeders

[RICH TO PROVIDE: your founder story. The draft below is a placeholder in the right voice, ready for you to make true.]

Like a lot of owners, we came to raw feeding because we wanted something better for our dogs than a bag of dry food. And like a lot of owners, we found the actual switch harder than it should be. The forums contradicted each other. The maths was fiddly. Every week brought a new worry about whether the balance was right.

Once it clicked, the difference in our own dogs was hard to ignore: firmer stools, better coats, cleaner teeth, steady energy. But we never forgot how daunting the start felt, and how easily we could have given up.

So we built the thing we wished we had had: a simple way to turn a dog's details into a balanced weekly plan, with the portions, the shopping list and the costs all worked out. No jargon, no guesswork, no fear of getting it wrong.

What we believe

Raw feeding should be accessible, not intimidating. Dogs do best on a diet close to what they evolved to eat. And the right plan, built around the individual dog and adjusted as they grow, beats any generic chart.

The honest bit

We are a planning and guidance service, not a veterinary practice. We will always tell you when something needs your vet rather than us. Your dog's health comes first, every time.