To evaluate features of this brand, examine their labels and read their literature, then read the various articles in the "Don't Be Fooled," section, and Dr. Wysong’s book, The Truth About Pet Foods.

This brand is one of those listed in the following comparison chart: Comparing Pet Foods Based Upon What Matters.

The basic thesis of the product is negative. That is, they do not add vitamins and minerals and this supposedly makes the product more natural and superior to every other brand on the market.
On the very face of it this claim is absurd. It denies the last 100 years of research, the conclusion of thousands of scientists, doctors, and nutritionists, and the dramatic impact fortifying and supplemental vitamins and minerals have had on the health of humans and animals.  It also shows an apparent total lack of knowledge with regard to the damaging and vitiating effects of heat processing. For a salesperson (the head of this company) to claim superior knowledge, and attempt to convince the public that hundreds of brands of pet foods containing vitamins and minerals have been poisoning pets for over a half century is misleading, to say the least. It also denies over 25 years of proven results with Wysong products fed to tens of thousands of animals through multiple generations. And think about it, if making a food better and safe were a mere matter of omitting vitamins and minerals, every pet food company would do it and save themselves the bother and costs. Surely with such a breakthrough innovation as this brand is claiming, they would be able to cite scientific articles they have written, research performed, and results that have been proven. There are none.

No “potentially” toxic supplements.
It is not clear what the “toxicity” is that all pets are experiencing eating every other brand of pet food on the market, since essentially all, except this brand, use supplements. If there is a toxicity, it is from the exclusive feeding of heat processed foods—and this would be particularly true with any heat processed foods (such as theirs) that are not fortified with vitamins and minerals.

No “chemically synthesized” minerals.
Minerals are basic elements of the Periodic Table. Any beginning chemistry book will show that they are not “chemically synthesized.” It takes nuclear physics to synthesize new elements—and they are usually radioactive—and no pet food company is adding radioactive elements to their foods.

No mineral proteinates.
Mineral proteinates are highly bioavailable forms of natural minerals and natural proteins. This company provides no proof that this form of mineral is dangerous to pets. On the contrary, the scientific literature amply demonstrates the benefit of chelated minerals, such as proteinates. In fact, all minerals in the body are chelated with proteins and other biochemicals in order to be functional. Additionally, when this brand is heat processed, the minerals in the ingredients it is using are ‘synthetically’ complexed to the proteins in the ingredients—and often in a non-nutritional or even toxic form. That’s one of the reasons why supplemental minerals are critical.

No wheat, corn, soy, rice, potato.
It is not clear why this is claimed to be a merit of the food, other than appealing to consumers who have been misled into believing such ingredients are nutritional boogeymen. See: Myths and Controversies. In order to make a dried kibble a starch source must be used. They use millet. Millet is a starch just like the “no” ingredients above are. It is most certainly not a natural ingredient for carnivores or a superior starch source.

Companies who attempt to demonize grains (corn, wheat, etc.) and soy omit the fact that the meats they use come from animals fed primarily corn and soy. Even organic chickens are fed this diet. Since an animal cannot be something better than the food it eats, it is misleading to claim the demerits of soy, corn, etc. and then use meat products raised on them. It's like buying goods that one knows are stolen, but then claiming to have great honesty and being outraged by theft. See: Healthier Grains.

Raw frozen products.
Raw frozen pet foods are suspect for a variety of reasons. See: The Case Against Raw Frozen Pet Foods.

Spray dried blood plasma is said to provide all the vitamins and minerals a pet needs.
Heat processed pet foods, such as this brand, are taken to temperatures of hundreds of degrees and subjected to hundreds of pounds of pressure. When they are dried they are cooked again. These conditions leach, alter, complex, and destroy vitamins, enzymes, minerals and other important nutrients. That is why supplements are added to such diets. Plasma does not make up for this.

Claims to be natural but contains various meat meals, spray dried cod liver oil and liver, and the like.
Meat meals are cooked, then dried, then shipped to this brand’s toll manufacturer, then cooked again when extruded, then cooked again to be dried. A product that is cooked four times is not “natural.” Additionally, some of the ingredients, such as salmon meal and cod liver oil, are extremely vulnerable to heat, light, and air due to the highly unsaturated fats they contain. They easily convert to dangerous free radicals, toxins that lie at the root of virtually every modern degenerative disease.

Claims no antioxidants.
Any packaged food that has essential fatty acids and other lipids in it (which this brand does), must have antioxidants in order to be safe. But no approved antioxidants are listed on this brand’s label. If toxicity is a consumer’s concern, this should most certainly raise a red flag. That flag should be raised even higher by the product not being purged of oxygen and not being packaged in oxygen- and light-barrier bags. Without antioxidants and proper packaging a product would be filled with toxic oxidized cholesterol and fats that become free radicals that can lead to ever manner of disease and compromise of the immune system. See: Lipid Nutrition.

Claims their “natural flavor” on their ingredient list is “dried liver.”
“Natural flavor” is a catch-all term that permits dozens of suspect ingredients into food, such as MSG. If their “natural flavor” is only “dried liver” then they should say so on the label. But they don’t.

Contains brewer’s yeast.
That is an inferior by-product form of natural yeast.

Dusted on chicken liver for taurine.
There would be insufficient taurine in a little dried chicken liver dusted on the outside of a product to make up for what is destroyed in processing. Thousands of cats died of taurine deficiency until taurine supplement was added to commercial foods. No processed food without it should be trusted.

Montmorillonite for natural minerals.
Montmorillonite is not adequate to appropriately balance heat processed foods.

Does not meet AAFCO adequacy for completeness.
Considerable arguments are made by the brand explaining why their foods do not meet these standards. They ask for trust from consumers that the “diets will be proven to supply more than adequate nutrition for all life stages.” It is a lot to ask consumers to extend this trust based on the scare tactic of “toxic” vitamins and minerals, particularly when well over a century of research has proven the benefit and essential nature of proper supplementation to heat processed food.