Stranger things have happened!! It is expensive but by all accounts it's great stuff. Mine are all fed raw, but i think the principles behind it is the BARF diet just in a kibble. Basically excluding grain from the diet. Obviously the dogs won't get the benefits of the fresh bones as they would with BARF, but for people who prefer a kibble i think it's a close second. Proof is in the pudding so as they say!!!