Our Beliefs

Feed What's
realTM

We’re on a mission to transform the lives of pets. Because we believe that all pets deserve the best life possible. And if you ask us – it starts with food. Let’s satisfy our pets’ need for real food. Let’s give them more raw and say no to highly-processed ingredients. Let’s stick with what’s natural and keep it simple and as pure as possible. Let’s follow nature’s lead and stay free from filler, by-product and unnecessary preservatives. Let’s redefine better. And put the pure, real nutrition of raw into more bowls. Let’s do our part and feed what’s real.

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We set out to
redefine better

 

"Because we knew that if we could get the nutrition of raw into more bowls, we'd transform the lives of more pets. And that's really why we do what we do."

- Reed Howlett, CEO

real food
is raw TM

Real Ingredients

We believe that what we feed our pets can enable them to really thrive. And in our minds, everything we feed our pets should be real, whole, pure. And as close to its natural state as possible. We really don't see an alternative to that.

ALL NATURAL

We think “natural” should actually mean what it says. For us it means following nature’s lead. And always choosing what’s better. That’s why we use only natural, raw ingredients. And vitamins and minerals derived from real, natural foods. Nothing artificial. No unnecessary preservatives. No compromises.

Never Cooked

We believe Real Food is Raw. We think what we feed our pets should be whole and intact. That’s why we preserve the integrity of our ingredients by never heating them or diminishing their nutrients.

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People
with Purpose

In all that we do, we're on a mission to transform the lives of pets. And to lead a movement toward better health.

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Best Friends Logo

See how we're transforming lives in partnership with Best Friends Animal Society

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Instinct
Transformations

Read testimonials from pet parents like you and discover how real Instinct pets have responded to the pure, real nutrition of raw.

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