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What Is Performadog and iPurr Balanced Nutrition?


Having the correct ingredients in the food still doesn’t guarantee the food will treat the dog holistically. Holistic nutrition demands the individual nutrients be contained in the food at the same levels as they are used by the body, so a holistic dog food will be built around a specific nutrient profile of proportionally supplied nutrients. Furthermore, this nutrient profile must be provided in strict ratio to the energy density of the food.

So, it can be seen that making holistic food is no simple task. Without a complete understanding of the requirements of the canine microbiome, coupled with a full and complete understanding of the inter-relationship of nutrients required by the modern dog, there is little hope of producing a truly holistic food. Despite the ever-increasing range of premium foods on the market, we are still seeing an extraordinary number of dogs with skin and gut sensitivity issues, the vast majority of which are directly related to poor diet or the use of biologically inappropriate ingredients. But not only are sensitivity issues on the rise, but evidence shows as many as one in every three dogs will experience cancer of some type during its lifetime.

For the pet owner, identifying a truly holistic food from one that merely claims to be, is a daunting task that demands a high degree of due diligence. Using the points in this article as a guide and coupling this with an interrogation of the pet food manufacturer, will significantly assist in the decision-making process. But until you can be completely satisfied the ingredient selection is balanced and appropriate, and the resultant nutrient ratios are correct, the food cannot be called “holistic”.

We trust you have found some or all of the above of some benefit. Obviously, ethical diet formulation is a vast topic, and we have only skimmed the surface of many of the areas of consideration.

Should you require additional information or would like to comment on any of the above, please email us at or

Bill Wiadowski 

Watch Bill discuss and answer questions on Pet Nutrition on our YouTube Channel

Our Guarantee

​What you choose to feed your cherished pet is one of the most important decisions you can make. We are dedicated to upholding the highest standards of nutritional integrity and food safety, and it’s why we make every Performadog Premium Performance bag in Australia, using some of the best manufacturing systems in the world. To assure our quality, our factory, ingredients, processes and foods meet the strictest standards, and our ingredient suppliers are approved and audited.

Our Production and Quality Assurance Teams apply strict and rigorous standards.

At all stages of production and preparation, we utilise both Good Manufacturing Principals — a worldwide system for the control and management of manufacturing and quality testing of foods, and Hazard Analysis and Critical Control Point Analysis (HACCP) — an internationally recognised and systematic preventive approach to food safety. Our fresh regional ingredients truly meet the AAFCO definition for ‘fresh” and standards.

Our quality management systems extend well beyond our factory going forward to our distributor partners and back to our ingredient suppliers, who we know and trust. All meat ingredients are approved by the Australia Government and produced exclusively from animals classified ‘fit for human consumption.’

Our fresh meats are produced within our region in dedicated, approved human grade facilities.

Our Promise Is Simple

To supply the very best dog and cat food, made with the highest standards to enhance health, longevity and the prevention of disease.

To Order Your Ultra Premium Pet Food Please Visit Our Online Store.

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