Product & Nutrition Questions

How can I find detailed nutrition information?

Thank you for your interest in identity.  You can find our detailed nutrient analysis at: https://identitypet.box.com/v/detailednutrition

The product I ordered looks different

We have not changed anything in our recipes.  As you might be aware, our products are naturally preserved. Canning is a natural preservation method meaning we don’t use any artificial preservatives, colors or emulsifiers that are common in processed

How is your brand different

We are quickly becoming recognized as the highest quality canned/wet pet foods currently available and we are the first wet pet food to use only human quality breast, loin & filet cut meats. We DO NOT use trim cuts or whole frames (carcass or bone) l

Are your diets raw?

Our foods are not raw per se, however they are closely aligned with several added benefits compared to raw.  Wet pet foods are lightly pasteurized to limit pathogen exposure compared to raw. Canning is the second oldest food preservation method (air-

Where do you source your vitamins & minerals

Our synthetic vitamins & minerals in our canned pet foods come from the United States & Europe. Our taurine comes from Japan. We are one of the few pet food companies custom blending our vitamins & minerals to match each unique protein/recipe; we do

Where are your diets made?

Our canned foods are made in Quebec Canada. Our gently cooked fresh frozen diets are made in Toronto, Ontario Canada. Our treats are made in Toronto, Ontario Canada. We are a United States based company who makes our products in Canada & imports them

Do your diets meet AAFCO standards? Are they approved by AAFCO?

Our diets are formulated to meet all AAFCO (Association American Feed Control Officials) requirements. Pet foods sold in the United States must essentially adhere to all AAFCO standards since state feed regulators & the FDA rely on these standards to

Why do you use Agar Agar

Agar-agar is a natural, jelly-like substance, obtained from algae. This ingredient is approved by AAFCO and FDA as an ingredient Generally Recognized as Safe (GRAS). Agar-agar is used in our diets in very small amounts of 0.4% or less to help thicken

Do you use gums in your diets?

Our diets do not contain gums like guar gum, cassia gum or xanthan gum. We do not use carrageenan. Instead we use agar agar. Agar-agar is a natural, jelly-like substance, obtained from algae. This ingredient is approved by AAFCO and FDA as an ingredi

Are your diets human grade?

Our canned foods are made in Canada at a facility that is considered "Human Grade" per Canadian standards and uses human grade meat. However, as an imported product to the United States, the United States classifies pet food manufacturing as non-huma

I noticed black/gray spots in my food. What is this?

The black/gray spots are a reaction of the minerals, sulfur, and copper, that react under heat during the canning process. The heat during the canning process is to ensure the meat is safe to eat, and during this process, the sulfur and copper react

Why do your diets include carrots?

Carrots are a relatively new ingredient being used in pet food but are generally recognized as safe (GRAS; 21CFR582). We use Carrots in small amounts in many of our recipes because there is no scientific evidence that a dog or cat is or can be allerg

Why do you use coconut oil?

We use less than 2-3% virgin coconut oil in all our recipes to ensure nutritional balance.  Cats are desert animals. Contrary to common belief, fish isn't actually the best protein or fat source for cats.  We use coconut oil because it is the most ap

Why do your diets contain Dicalcium Phosphate?

Our diets are formulated to meet all AAFCO (Association American Feed Control Officials) requirements. Pet foods sold in the United States must essentially adhere to all AAFCO standards since state feed regulators & the FDA rely on these standards to

Can I use your diets for health concerns/medical issues?

Nothing herein is to be construed as veterinary advice. We always recommend consulting your vet when determining the suitability of any pet food. We have pet owners who tell us they are using all our diets with success for health issues such as kidne

Is food medicine? Can your diets fix my pets health issues?

We certainly understand that pet parents desire to use food as medicine. As pet parents, we want answers when our pet is not feeling well or is not acting themselves. While we have a lot of established research on dogs & cats, unfortunately, we have

What is the liver/egg in my product?

The liver in our 95% Collection canned diets is protein specific. For example, our duck recipe has duck liver, beef has beef liver, chicken has chicken liver, and so on. The egg in our duck recipe is also duck egg and in our turkey recipe it is turke

I am concerned about the spinach in your diets

Our diets are very rich in vitamin A (retinol). For adult maintenance AAFCO requires a minimum of 3332 IU/KG and a maximum of 333,300 IU/KG for vitamin a or 833 IU on a caloric basis. Our diets are very rich in vitamin A and actually exceed the minim

Do I need to transition my pet(s) to identity?

Many pet parents find that their pets take to our food immediately. However, some—especially cats—may need a transition period since we don’t use chemical palatinates or sugars like many pet foods. These additives can make pets fixated on certain die

What are warming & cooling proteins?

The concept of warming & cooling proteins comes from the Chinese medicine approach to eating.  Please find a good explanation here on our blog: https://www.identitypet.com/blogs/news/food-energetics-for-your-pet.  This feeding concept seeks to mainta

Why do some of your diets contain selenium?

Selenium is an essential trace mineral for dogs and cats. Selenium content can vary widely in naturally sourced ingredients, so most manufactures include a small supplementation since this is an essential mineral.  Concern over selenium yeast versus

Is your salmon wild-caught or farm-raised?

We use Atlantic Salmon which is farm-raised according to very specific standards. Atlantic Salmon is actually an at-risk species and wild fishing is highly protected making it very difficult to source wild-caught Atlantic Salmon. Nonetheless, there h

Can I feed your diets to my puppy or kitten?

Any of our diets can be safely fed to kittens & puppies. We simply suggest feeding a bit more than is recommended on the label to support their growth requirements & considering an additional supplement to help provide nutrients like calcium that are

Are your diets prescription diets?

Customers often ask us if our diets are prescription diets. No, they aren't.  Here's why... Did you know it's illegal to medicate foods in the USA under current FDA rules & regulations... There's really nothing special about prescription diets. This

Cleaning & Sanitation Standards

Thank you for your interest in our cleaning & sanitation standards for the manufacturing of our foods.Our foods are made on the same production line - this is industry standard & standard for any manufacturer as the investment for a high quality cann

Why does your turkey fresh frozen gently cooked dog & cats foods have chicken organs?

We use chicken organs in our fresh frozen turkey recipe because human-grade turkey organs are in very limited supply worldwide. There is currently no available supply that meets our quality standards, including being human-grade & hormone-free, antib

My cat or dog won't eat your foods

Are your cans BPA free?

Our cans are aluminum cans with a BPA free food grade polyester lining & lid. It's important to note that our lid is also BPA free as many pet food brands which claim to use a BPA free can do not necessarily use BPA free lids.

Allergies in Pets

Allergies only occur in response to proteins. If your pet has never had a protein before, say for example, rabbit, you won't know if she is allergic or not because her antibodies would have never been able to recognize the specific antigen which is r

Do you have 3 oz cans?

Our Persona Collection rabbit, bison & quail canned cat foods come in 3 oz cans. Unfortunately, it is not possible for us to add any new recipes or sizes to our canned diets as there is a global shortage of aluminum BPA free cans. Additionally, our m

Is your pet food raw or cooked?

Our foods are not raw. We offer high-quality canned and fresh gently cooked diets for pets. The cooking processes are designed to ensure safety and preserve the nutritional integrity of the food.

Who formulates your pet food diets, and what are their credentials?

Our diets are formulated by experienced pet industry professionals, including a team of PhD board certified veterinary nutritionists, ensuring adherence to AAFCO requirements. Our owners, who have a significant combined experience in formulating a va

What can I do if my cat suddenly dislikes its food or has dietary changes?

Changes in a cat's diet or sudden disinterest in food can be challenging. To encourage your cat to eat, consider warming the food or adding flavorful toppings such as anchovies, tuna, or low-sodium broth. Gradually transitioning to our food is also r