Our Story

Norman Parker Powell




Who are we?


Well, simply stated, we are just like you. We are dog parents who love, respect and cherish our dogs as the family members they are. Sadly over the last 20 years together, Joe and I have lost 3 dogs; 2 of them to cancer. After losing our first boy we had some suspect it was the food. Our next boy, Norman (English Mastiff) we provided what we thought was a “High Quality-$80.00 per bag” dog food. 4½ years later he was diagnosed with Osteosarcoma aka bone cancer which is a very aggressive and fatal form of cancer.

We were devastated, however, that day changed our life and our dog’s lives forever. We went on to do countless hours of research to try to save Norman, and what we found out was SHOCKING! 1 in 2 dogs will get cancer50% of all dogs get cancer !!! We realized there is a much bigger issue out there that we ever knew. Sadly, Norman succumbed to the cancer as the damage was done but not before we made the decision to change our dog’s health and hopefully other dog’s health forever. Our business is dedicated to our sweet Norman who we miss every single day. He is our inspiration to change how people feed their dogs with natural and healthy food. Our mission is to get dogs healthy and stay healthy through proper nutrition and to provide ongoing education to all our customers.


Joe and Krista Powell

Murphy, Oliver and Jeff