Pure co-founders and childhood friends Mathew Cockroft and Daniel Valdur Eha set out with an ambition to create the healthiest, convenience pet food on the market. Since then it’s been our mission to inspire a healthier world for pets. All our food is made in own human grade food facility in Yorkshire, using only the very best fresh and raw ingredients, which are gently air-dried to lock in their goodness. Owners simply add water to create a healthy, natural meal for your dog. Made with the same quality ingredients you'd find in your own food, containing no grains, meat derivatives or any other nasties. We’ve had thousands of success stories that mention such improvements as glossier coats, happier tummies and emptier bowls.