In 2020, John's brother’s 12 year old American Bulldog, Bella, struggled with severe health issues. After countless vet visits and no improvement, John turned to holistic pet nutritionist Lucy Jabrayan, founder of Thrive for Life Pet Food. Lucy formulated a raw diet tailored for Bella, and the results were life-changing. Within weeks, her shedding stopped, arthritis improved, and she lost 25 pounds. Inspired by this transformation, John knew more pets could benefit from real, species-appropriate nutrition.

Lucy had spent over 15 years perfecting raw dog food recipes but hadn’t brought them to market.

Johnny took her formulations, partnered with trusted local farmers, and began producing high-quality raw food in a provincially inspected facility that also produces food for human consumption—certified by OMAFRA (Ontario Ministry of Agriculture, Food and Rural Affairs).

Guided by Bella’s journey, we’re committed to providing your pets with food that is:

If we had known better, Che—a sweet and loving Havanese—would have lived a different quality of life on raw. Suffering from colitis, our vet put him on a specialty Science Diet, which led to excessive bowel movements and frequent health issues—ear infections, stomach bugs, and more. Despite living to an old age, he spent much of his life in and out of the vet’s office, and the medical bills added up quickly.

In his final months, he lost his appetite, refused his medications, and had accidents in the house—something that deeply affected him. He was the cleanest, most well-behaved dog, and it broke our hearts to see him decline. In the end, we had to make the painful decision to let him go. He passed away in Vivienne’s lap, and we still tear up remembering him.

Che’s journey fuels our passion for better pet nutrition and education — so no pet has to go through what he did.