We started just food for dogs with one primary goal to increase the quality and length of life for as many dogs as possible through a whole food diet. About five and a half years ago I found out what was in dog food. The rules and the regulations that exist that allow all kinds of nasty ingredients in a dog's food was astounding to me. And I promised myself that my dogs would never eat dog food again. I went about the process of figuring out how to make a complete and balanced diet for my dogs, but using USDA FDA certified ingredients just like us humans eat and formulating it for dogs. Once you balance whole food you end up with a diet that's highly bioavailable, they're able to convert what they've ingested to energy much more easily, much more readily, and you end up with a much much healthier dog. We started from the ground up, everything from the equipment to the cook line to how it operates is designed around making healthy food for dogs. Everything we make in our kitchen is made from scratch and it's made there and packaged there. We opened the first just food for dogs kitchen in January of 2011 and we were making about 500 pounds of food every week, and it quickly became clear that the volume was going to change dramatically. When we were creating the name of our business, just food for dogs. We liked the double entendre that sort of exists with the word just, just being fair, true, righteous, but also specific just food for dogs. That's already the focus on canine nutrition and that's it.