I wont get into the facts of the use of rendering plants -several- for this meat protein they use which includes but not limited it- beaks, feathers, hyde, hooves, cancerious tumors etc- or even the fact they use ethoxyquin as the perservative at these rendering plants, and the mother company doesnt have to list it as it wasnt done at their final processing plant. I will not even discuss that the kibble can swell to 3 times its weight in a wet 100 degree environment ( such as the stomach) and having deep chested dogs my whole life- bloat is always a fear until I went to raw. ( btw- I lost a shepherd to bloat suddenly on Iams..) ( continueing to bit my tongue off.. ).. However- what makes me upset is that the quality of their food, and all the money in advertising- even sponsering a huge dog show circuit, receiving all this money- yet they have not improved the quality of the ingredients. Put it this way- you can now buy this food at a walmart or grocery store- does that tell you how much its worth?????