You think you're buying premium protein at Pet Valu. The reality is hidden in the fine print. Don't let your pet pay the price.
Whole meat is 70% water. Once cooked into dry kibble, that 'top ingredient' shrinks to almost nothing. You're mostly buying water weight that disappears during processing.
Manufacturers take one cheap filler—like corn—and break it into three different names. Suddenly, each piece is small enough to hide behind the meat on the list.
Look for 'Corn Gluten Meal,' 'Corn Flour,' and 'Ground Yellow Corn.' Separately they look minor. Recombined? They often outweigh the meat in the bag.
Think grain-free is better? Check for 'Peas,' 'Pea Protein,' and 'Pea Fibre.' It’s the same splitting trick used to push legumes to the top instead of grains.
Mentally group similar plants. If three types of rice appear in the top 10, then rice—not chicken—is likely the main source of energy your pet is eating.
Chicken Meal is already rendered and dry. It doesn't shrink. A named meal in the top three often provides more real protein than 'Deboned Chicken' at #1.
Canadian pet food labelling is less strictly policed than you think. Your vigilance at the checkout is your pet's only defense against clever marketing claims.
During a harsh Canadian winter, your pet needs dense energy. Animal proteins are far more 'bioavailable' (absorbable) than cheap plant-based fillers like corn.
Dull coats, low energy, or itchy skin are red flags. If the label says 'Meat First' but they look tired, you are likely feeding them mostly legumes and grains.
Ask the brand: 'What percentage of protein is animal-sourced?' If they won't answer, drop the bag. Transparent brands have nothing to hide from you.
The 'Meat First' claim is often just a legal loophole. True health comes from seeing through the splits to find the concentrated protein your pet deserves.
Get the full list of ingredients to avoid and our Canadian brand recommendations for real nutrition.