He actually sells Innova lol. So telling me that it's not good wouldn't really get me to buy from him. He says he's not saying it's a bad food, but that he disagrees with their false advertising, and that he likes Nutro much better.

The term "meal" means that these materials are not used fresh, but have been rendered. What is rendering? Rendering, as defined by Webster's Dictionary, is "to process as for industrial use: to render livestock carcasses and to extract oil from fat, blubber, etc., by melting."
Rendering separates fat-soluble from water-soluble and solid materials, removes most of the water
From http://www.api4animals.org/79.htm