Right now, no - we’re not a part of the Pet Food Manufacturers Association or PFMA. Let’s explain why:
Recipe composition isn’t part of the criteria for joining the PFMA. That means you can be a member even if your food is 4% meat. Plus, you have to sign a code of conduct not to criticise other members. But we’ll always call it out when we know something is wrong for cat health.
For these reasons, joining the PFMA isn’t a priority right now. We’d rather take the money we’d spend on membership and invest it in things that put cats first - improving our recipes, expanding our reach, developing the best cat care products, giving to charities that save cat lives.
In the meantime, we hold ourselves to a higher standard than PFMA membership.
Our recipes are designed by our board-certified Vet Nutritionist and a whole team of in-house experts, to meet and exceed all FEDIAF standards in the UK, as well as the standards for AAFCO and the recommendations of the National Research Council in the US. Because we do things the right way for cats, every time.