Dog and cat lovers the world over have become increasingly disillusioned with the pet food industry. Poor quality food masquerading as balanced diets and expensive brands promising superior nutrition, yet leaving out vital ingredients to provide yet another solution product, have lead many to see through the marketing doublespeak and realise that profit, not their pets good health, is the manufacturers main concern.

The recent recall of defective food is just the tip of the iceberg. The substances used in pet food are to a large degree banned in human food because of the health dangers. It takes a particularly repulsive individual to recommend the use of ingredients that they know will kill the pets and companions of their customers. And all the while advertising the fact that they care for your pets and have their best interests at heart. That makes them charlatans in my book!

The exposure of certain manufacturers' total disregard for the rights and dignity of companion animals in their testing facilities, has been highlighted by undercover investigations. These investigations have revealed the appalling conditions and ongoing unnecessary and cruel testing perpetrated in the name of science, but aimed at providing yet another marketing angle to sell their products.

Following 9 months of extensive research and after consulting with veterinarians and one of South Africa's leading animal scientists, we discovered that it was indeed possible to formulate a food that has all the ingredients to help with the prevention of the most commonly experienced ailments and problems in dogs and cats. What is evident though is that the manufacturers don't want to make and sell the best quality food because that would squeeze their margins. Even though they know full well that the ingredients that they are using are making animals ill and killing them. They also know what to do to make the food safe but that would make the price too high or their profits too small.

Well, firstly you need to understand the approach taken by the various brands. The cheaper economy food manufacturers do their best to meet the minimum requirements laid down by law. This allows them to label their products in such a way that the consumer believes that they are getting a quality product for their pets.

The premium brands have gone the route of segmenting their products. This is done by age, breed or ailment. You, the consumer are therefore lead, through skilful advertising, to the conclusion that you require different foods on an ongoing basis.

This begs the question. If the premium food is advertised as balanced, then why do they leave out certain vital ingredients or allow higher than necessary levels of others, that result in your pet requiring a special advanced food to solve, for example, a hairball problem?

It came as no surprise, that it is quite possible to combine ingredients for hairballs, renal health, digestive tract health and cardiac and eye site health into one truly balanced diet. This leads us to the conclusion that the manufacturers are knowingly damaging the health of our pets in the pursuit of greater profits.

So what makes dog food safe, healthy and fun? Well all you have to do is look at what wild dogs and cats eat in their natural state. Raw food is the meal of choice combined with fresh water and the odd bug or two. It is unnecessary to purchase different foods to address common problems, especially if you have more than one pet. Cut your food costs and vet bills and try an alternative feeding approach.

As lifelong dog and cat owners, we believe strongly in showing respect and care for all animals. We are all entrusted with the responsibility to look after our animals to the best of our ability. The best way to do this is to learn to read the labels on the products you purchase. If in doubt, consult you vet. But remember that your vet normally has a vested interest in selling you over-priced, so-called prescription foods. What a load of bollocks. They would rather se