Our Fureshtory (aka About Us)
Founder & Chief Fureshness Officer
I’m Emma and I’m on a mission to freshen up the pet food industry. All my life I’ve wanted to work with animals. You could say I’m a little obsessed with them. It all started with work experience for a fantastic Vet when I was just 16 years old and I still look upon that time as some of the greatest ever. A long time has passed since those early days, but finally I’m combining my love of animals with my passion for super high-quality, natural food to bring you FurFresh™ – the freshest tasting dog food that’s made with 100% Human Grade ingredients, just like the food you’d feed yourself™.
I hope that you’ll share my passion for pet food that contains nothing they don’t need and everything they do. Don’t be shy either, I’m here to learn, so please let me know what you think!
Woof woo (that’s ‘thank you’ in fur baby),
P.S. Keep scrolling down to read more about what we stand for.
You can call us dreamers, but we’re not the only ones. We see a growing desire amongst dog parents to feed how nature intended. We know that as humans, we are at our healthiest when we eat how nature intended, so it’s only natural that this is the best for our dogs too. We’re not here to bad-mouth other brands, we’re here to give you a choice to feed your fur baby food you’d feed yourself.
Animals, especially dogs, love us as humans unconditionally. It’s our responsibility as their humans to love them back. We believe that the healthiest choice that you can make for your fur child is to feed them fresh, healthy food that’s simply processed and made with love. This means saying no to heavily processed, extremely heat treated and chemical laden foods and saying yes to fresh, raw meat + veggies + vitamins & minerals.
It may sound cliché, but we think about the health of your pup when we think about our own profits. It would have been far easier (and cheaper) to use feed grade ingredients but we’re committed to using only the freshest, human grade ingredients. Even if it costs more. After all, our fur children are part of our families, so making this choice, means that we all reap the rewards.
When I launched FurFresh in 2015, I had gone on the journey of watching a beloved puppy go from healthy and happy to not being able to tolerate ANY fresh food without getting an upset tummy. The diagnosis: he’d lost the enzymes to process real food and the reason for this was the prescription of a vet-recommended, premium diet that turned out to be less than optimal. The Pet Fooled documentary really cemented the research I had already done about our responsibility to choose better, fresh food for our dogs, who can’t speak for themselves.
If you haven’t seen Pet Fooled. You should.
Woof woo, Emma