Thrive Pet Foods had worked in the food industry for over 30 years and had seen the nonsense surrounding the marketing of pet food. So they decided this was an opportunity to make a difference! They use very good ingredients and process them as gently as possible, and the funny thing is that they turn out to be very tasty and absolutely loved by pets. It also means that they are not cheap and real food is never cheap. In fact they are probably the most expensive pet food and treats in the world but unlike other pet food brands they start with the product and end up costing what it ends up costing. It took 10 years for Thrive Pet Foods to become a £15 million brand and sell in over 18 countries, so they know you care enough if you know enough!