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What Is Performadog and iPurr Holistic Food?


Is the adjective of the noun “holism”, a term that was first coined by the famous South African academic, military leader and statesman J.C. Smuts, which he described as the “fundamental factor operative towards the creation of wholes in the universe”. The word was used by Smuts to designate the tendency in nature to produce organised “wholes” (bodies or organisms) from the ordered grouping of units.

In more recent times the term has been commonly used in medicine to describe the concept of the whole being greater than the sum of the parts, a philosophy that is strongly endorsed by the alternative medicine community, as distinct from the conventional medicine stream that is strongly oriented towards treating organs in isolation to the balance of the organs in the body.

It follows, therefore, that holistic food, by definition, must nourish the body as a whole. Unfortunately, most pet foods carrying the holistic label claim, merely use the term to describe a food that has been made from natural ingredients. But making food from natural ingredients in no way guarantees the food ingredients are appropriate for the animal being fed, nor does it guarantee the nutritional and therapeutic needs of the animal as a whole are being met.

So, What Does Meet The True Definition of Holistic Food?

Creating food that actually meets the definition of “food as medicine” must meet two basic criteria. Firstly, the ingredients must be appropriate or sympathetic to the animal’s digestive ability, and secondly, the nutrient profile must match the dog’s genetic requirement for nutrients at its particular life stage.

We have made it our priority that Performadog and iPurr Pet foods meet these requirements. 

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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