WholeHearted vs. Natural Balance

Beet pulp is the by-product which remains once sugar has been extracted from sugar beets. The primary contribution of beet pulp is dietary fiber.

We'd also like to note that beet pulp is fairly controversial in pet food. Proponents claim that beet pulp can promote intestinal health and regulate blood sugar. However, opponents claim that beet pulp is an inexpensive filler.

Canola oil is a plant-derived oil from the seeds of canola plants. Although fat is an essential component of any diet, canola oil is controversial in pet food. Proponents claim that canola oil provides a better fat profile in comparison to other plant based oils. However, opponents claim that canola oil is typically produced with genetically modified rapeseed and that rapeseed oil has multiple adverse health affects.

Pea protein is produced by removing the starchy parts of peas. Pea protein is considered controversial because it provides a substantial plant based protein boost. This boost is undesirable because plant based protein is typically lower in biological value when compared to meat based proteins.

Caramel color is a concentrated form of caramel, a natural food colorant. Caramel color has been linked to cancer in laboratory animals. Since our pets do not care about food color, caramel color is an unnecessary addition with possible health risks.

Tomato pomace is a by-product of tomato manufacturing. It's considered a controversial ingredient because many people believe it is an inexpensive low quality filler. However, tomato pomace provides a notable amount of dietary fiber, B vitamins, Lycopene, and vitamin A. Although it is a very inexpensive ingredient, it is not nutritionally empty.

Dried tomato pomace is a by-product of tomato manufacturing. It's considered a controversial ingredient because many people believe it is an inexpensive low quality filler. However, tomato pomace provides a notable amount of dietary fiber, B vitamins, Lycopene, and vitamin A. Although it is a very inexpensive ingredient, it is not nutritionally empty.

Canola oil is a plant-derived oil from the seeds of canola plants. Although fat is an essential component of any diet, canola oil is controversial in pet food. Proponents claim that canola oil provides a better fat profile in comparison to other plant based oils. However, opponents claim that canola oil is typically produced with genetically modified rapeseed and that rapeseed oil has multiple adverse health affects.

Iron oxide is an FDA approved natural food coloring agent. It's commonly found in rusting metal and provides a reddish-brown color.

We believe food colorants are unnecessary ingredients in pet food. Other than potential harm, food colorants do not provide any nutritional value. These type of ingredients are used only to make the food look appealing to humans.

Powdered cellulose is produced from minuscule pieces of wood pulp and plant fibers. Other than its fiber content, powdered cellulose lacks any nutritional contribution.

Giblets may include the heart, liver, gizzards, and other visceral organs of an animal. These organs are very nutritious and species-appropriate for pets. However, the specific source of the giblets are not disclosed (chicken, turkey, etc) and therefore we must classify this ingredient as an anonymous meat.

Brewer's rice is the small fragments of rice kernel that are separated from the larger kernels of milled rice. The fragments do not contain the same nutrition profile of the whole kernel and therefore brewer's rice is a lower quality grain. Brewer's rice is typically regarded as an inexpensive and low quality filler.

According to AAFCO, feeding oatmeal "is obtained in the manufacture of rolled oat groats or rolled oats". It contains "broken oat groats, oat groat chips, and floury portions of the oat groats." In other words, feeding oatmeal is an inexpensive by-products of rolled oat processing.

Poultry giblets includes the heart, liver, gizzards, and other internal organs of poultry. Organs are nutritiously dense ingredients which provide high quality protein and fat. However, this particular ingredient is considered an anonymous meat ingredient because the type of poultry is not specified. In order words, "named" giblets such as chicken giblets or turkey giblets are preferred over poultry giblets.

Menadione sodium bisulfite complex is a synthetic version of vitamin K that has been linked to many health concerns. Research has suggested possible toxic reactions in liver cells and red blood cells among other serious problems. In fact, one large chemical supplier warns, "The substance is toxic to kidneys, lungs, liver, mucous membranes. Repeated or prolonged exposure to the substance can produce target organs damage."

Menadione sodium bisulfate complex is a synthetic version of vitamin K that has been linked to many health concerns. Research has suggested possible toxic reactions in liver cells and red blood cells among other serious problems. In fact, one large chemical supplier warns, "The substance is toxic to kidneys, lungs, liver, mucous membranes. Repeated or prolonged exposure to the substance can produce target organs damage."