Plump whole chickens, choice cuts of beef, fresh grains, and all the wholesome nutrition your dog or cat will ever need.

These are the images pet food manufacturers promulgate through the media and advertising. This is what the $11 billion per year U.S. pet food industry wants consumers to believe they are buying when they purchase their products.

The idea of one pet food providing all the nutrition a companion animal will ever need for its entire life is a myth.

The problems associated with a commercial diet are seen every day at veterinary establishments. Chronic digestive problems, such as chronic vomiting, diarrhea, and inflammatory bowel disease are among the most frequent illnesses treated. These are often the result of an allergy or intolerance to pet food ingredients.