Frequently asked Questions


Freguently Asked Questions (FAQ)

FAQ - ULTRA Premium Dog Kibble

Q. Why is there such a price difference between the maintenance, puppy, active and sensitive?

The different formulae use different raw materials which vary in price.  For instance, rice costs almost 4 times the cost of corn


Q. Why are Ultra biscuits dry to touch? Other brands like "Royal Canine, Pro Plan, etc have a oily coating on them.

We incorporate the fats through the biscuit.  Some manufacturers spray oils on the outside of the biscuit, as it is easier to process this way.  However as we use eco friendly (paper) packaging, if we sprayed the outside of the biscuit, then a lot of the oils would be absorbed by the paper, and not be available for the dog


Q. My dog doesn't seem to like the food. What can I do to do tempt him to have a taste?

Try microwaving for about 30 seconds


Q. My dog has some of the biscuits and then leave the rest. I'm worried that he is not eating enough? What can I do?

If he is maintaining good condition, then he is getting enough


 Q. Could you give me feeding directions in both grams & cups please?

The feeding directions are a guide only.  Every dog is different, even within a breed.  For example we have a number of dogs ranging from 28kgs to over 40kgs. The 40kg dog maintains good condition on 3 cups daily.  Our
35kg spayed Malamute bitch only needs 2 cups daily.  We allow 90gms per cup. We also have a male (38kgs) who has a very active metabolism, and no matter how much you feed him, he never puts on excess weight.


Q. You advertise 100% chicken free ­ are there some problems with feeding chicken to dogs I don¹t know about, or is this because of the terribly inhumane chicken farming methods?

 Two reasons. 
(1) We cannot get assurance that all the chicken rendered is from table-bred chickens.  If from battery chickens then there is the possibility that they have been fed hormones or antibiotics, which would still be in the muscle meat. 

(2) The only source of rendered chicken in NZ preserves their product with ethoxyquin, which is a suspected carcinogenic. It is of interest to note that any dog food manufactured in North America containing fishmeal also contains ethoxyquin, as it is a US regulation that this is used to preserve fish meal


Q. Would there be any problems in feeding Ultra along with a homemade combination of meats/veggies / raw meats (I understand that meat is poorly digested in the presence of grains and vice versa and can cause problems if fed together at the same meal or even at all).

Ultra is a complete, balanced food and as such needs no other additives. I personally would not feed it with other foods at the same meal, however some days on Ultra and some days on homemade combinations would be fine.


 Q. We are often asked about ‘cruelty-free’ formulations of dog food. Are the meat products free-range / grass-fed / humanely slaughtered and was there any lab-based research on the dog food formulas?

Our beef is from Richmond Pacific in Hastings; the fishmeal and spray dried blood is from PVL Proteins. who source their raw materials from Auckland Meat Processors and local fish processors, i.e. from reputable processors of meats for human consumption.

As dog owners ourselves, we also insist on the best quality ingredients, rather than price based ingredients.  For example, minerals are available in three forms; oxides, sulphides, and chelated. Oxides are the cheapest, and the most difficult for the dog to digest. Chelated is four times the price, but are attached to a protein molecule, and are easily absorbed by the dog. We use chelated minerals.



Q. What is EFAC? How does it work?

EFAC stands for esterified fatty acid complex. EFAC is comprised of natural fatty acids or oils that are derived from beef tallow. EFAC has been researched extensively in the areas of periodontal and joint health. Please do not confuse esterified and essential oils, they sound similar, but in fact are quite different.
EFAC is a very effective natural cellular lubricating compound. Clinical studies published in peer reviewed medical journals have reported significant results without any side effects. In 2009 a US patent was awarded for the unprecedented effects of esterified oils.

By lubricating cell membranes throughout the body, EFAC restores fluids that cushion bones and joints to promote flexibility and mobility.

Esterified oils have the very unique property of being well absorbed through the skin. This is highly unusual, as the skin typically acts as a barrier. Topical absorption is a major advantage of these remarkable oils, especially when dealing with joint or periodontal health.


Q. How effective is it compared to other natural joint health products available today?

A – EFAC’s beneficial effects have been clinically proven far superior, and much faster acting than Glucosamine, Chondroitin and other natural joint health products. Please see the research pages.


Q. Is EFAC Safe?

Over 1/2 billion EFAC doses have been distributed to date for use in people, with no known or reported negative reactions or side effects. In addition, EFAC has been tested using a variety of safety methodologies. There were no side effects reported when EFAC was subjected to the standard AMES test. In addition, rats were fed 1300 times the standard dosage and there were no adverse events or changes in histology to the liver, heart or kidney. In terms of safety, it is important to keep in mind that EFAC is a beef extract and is therefore simply a food…..a wonderful food, but still a food.


Q. Can EFAC work well in conjunction with glucosamine and/or chondroitin and fish oil?

EFAC and glucosamine can certainly be used together to promote joint health. Glucosamine may assist in the rebuilding of cartilage and the overall structure of the joint, although glucosamine clinical trial data has shown mixed results-sometimes helping, but usually not. Unlike glucosamine however, the benefit of EFAC in peer reviewed clinical trials has consistently been favorable.

Many people take and/or provide their dogs Omega 3 fish oils for their health promoting properties. However, in joint health clinical trials, EFAC lubricating properties have been shown to be more effective. If you are already supplementing with fish or omega 3 oils we suggest continuing for general health, but adding EFAC to obtain optimal joint health.


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Wellington, New Zealand