Our mission is to promote honesty, openness and quality in the pet food and health industry for the benefit of pets and their owners.
- Educate pet owners about what really goes into pet food
- Encourage pet food companies to be honest about their ingredients
- Promote foods that use good quality ingredients
- Campaign for change in pet food labelling to remove terms such as ’meat and animal derivatives’ and ’EC permitted additives’
- Provide good quality pet insurance
- Provide information on the best medicines
We hope to achieve real change, improving the quality of pet foods, pet insurance, health care and the ability of pet owners to make informed choices about what products they give their pets.