Natura Pet Products was founded in 1992 by John and Ann Rademakers and Peter Atkins in Santa Clara, California. Dissatisfied with the unhealthy ingredients in the pet foods on the market, they consulted with veterinary nutrition experts to determine the best sources for pet food ingredients. Working with caring pet professionals - veterinarians, breeders and nutritionists - Natura asked one key question: "How do you make the healthiest pet food in the world?" What they learned won’t surprise you. Dogs and cats are healthiest when they eat whole, natural foods: USDA-inspected chicken, turkey and lamb, whole grain rice and barley, fresh fruits and vegetables, and Grade A dairy products. Based on information from this research, Natura’s Nutritional Philosophy was developed and is as follows: Use only high-quality dog and cat food ingredients Use whole pet food ingredients that are nutrient-rich and unaltered Use highly controlled cooking methods and quality checks to preserve natural levels of nutrients Use no artificial preservatives, colors or additives, Formulate using pet food ingredients that provide the optimum nutritional profile for skin and coat Continue extensive testing and monitoring to assure optimal health and longevity of pets