Training Example: Instinct Pet Food – Review the Data, Give Your Score & Compare to the Real AI Evaluation

[H2] NOTHING IS FRESHER THAN RAW
Here are the most common changes pet parents have seen:

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[H5] better digestion/smaller, firmer #2s

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[H5] more mealtime excitement

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[H5] Improved skin and coat

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[H5] relief from food sensitivities

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[H5] Increased energy & vitality

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[H5] Improved Weight

[H2]
REDEFINING FRESH
FOOD FOR PETS
Our brand is evolving, but our promise to provide the highest-quality natural nutrition remains the same. Instinct is founded on the belief that pets deserve the freshest food — and nothing is fresher than raw

[H2] Instinct: The FreshRaw Brand
At Instinct, we make it easy to add raw to any pet’s routine. Our thoughtfully crafted & impressive range of recipes are designed to fit every pet, every preference, and every lifestyle—because raw doesn’t have to be all-or-nothing to deliver real benefits.

[H6] FreshRaw Meals

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[H6] FreshRaw Meals
Nothing is fresher than raw. No cheap fillers like white rice or pasta—just real, whole-food ingredients you can see and trust.
For Dogs

[H6] FreshRaw Meals

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[H6] FreshRaw Meals
Our purest form of raw nutrition - minimally processed, never cooked, nutrient dense and frozen for freshness.
For Dogs
For Cats

[H6] FreshDried Meals

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[H6] FreshDried Meals
Shelf stable raw meals freeze-dried for convenience; an easy upgrade from kibble.
For Dogs
For Cats

[H6] Boosted Kibble

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[H5] Boosted Raw Nutrition

[H5] Boosted Raw Nutrition

[H6] Boosted Kibble
Protein packed kibble combined with freeze-dried raw bites — a better way to feed kibble.
For Dogs
For Cats

[H6] RawBoost Mixers

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[H5] Boosted Raw Nutrition

[H5] Boosted Raw Nutrition

[H6] RawBoost Mixers
An easy way to add raw to any food for protein, taste and nutrition.
For Dogs
For Cats

[H6] Raw Coated Kibble

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[H5] Simple Raw Nutrition

[H5] Simple Raw Nutrition

[H6] Raw Coated Kibble
Kibble coated with freeze-dried raw.
For Dogs
For Cats

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[H2] FreshRaw Meals Loyalty Program

[H3] Buy More, Save More!
Learn More

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[H2] The Freshest You Can Feed

[H2] Instinct® FreshRaw Meals™
Learn More

[H2] PET’S BESTFRIEND SPEAKS

“The product smells fresh and is very palatable for the dogs too. I like that there’s fresh and healthy ingredients that help with their health so you don’t have to feel guilty about feeding it to them!”
Sabrina C.

“My dog loved it! He devoured it and wanted more. The portion was perfect for one meal for our medium-sized dog, the price is comparable to other fresh brands, and it’s a great fresh food option overall.”
Mallory C

“After searching for what seemed like forever, I came across this product and figured I would try it since there is absolutely nothing in it that he is allergic to. GAME CHANGER! He has been doing so well on this product. This product changed his whole quality of life.”
Tina L.

“Our dogs loved it! We wanted to feed raw but didn’t have the time—this made it SO easy! Just thaw and serve, and I love knowing I’m giving my fur kids the best with a raw diet.”
Tanya L.

See All Testimonials

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[H2] Our Favorites
At Instinct, we are proud of all our recipes. But if you want to know what we feed our own pets, we’ve rounded up a few of our favorites.

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[H5] FreshRaw Meals Grass-Fed Beef Recipe Dog Food

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[H5] FreshRaw Meals Dog Food Recipe Sampler

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[H5] FreshRaw Meals Cage-Free Chicken Recipe Dog Food

[H2] Follow Us on Social

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Home /
Dog /
FreshRaw Meals

[H1] FreshRaw Meals for Dogs

Real ingredients you can see
No cheap fillers like white rice or pasta — just real, whole-food ingredients you can see and trust.

All-Natural
Made with real meat, non-GMO vegetables, and fruits, with no artificial additives or preservatives.

Never Cooked
100% raw and frozen at peak freshness to preserve nutrients and flavor — no heat or shortcuts.

Protein Packed
#1 ingredient is responsibly sourced meat raised without antibiotics or added hormones.

For Adult Dogs
Complete & balanced natural nutrition for health benefits in every bowl.

No antibiotics or added hormones
No artificial additives or preservatives
No cheap fillers

[H5] 100% raw

[H2] FreshRaw Meals

Unmatched nutrition vs. cooked frozen – never cooked to preserve nutrients & no cheap fillers like white rice or pasta
Protein-packed fresh, raw recipes made with real, whole-food ingredients
Board-Certified Vet formulated for better digestion, a soft shiny coat & more energy
Irresistible flavor – loved even by the pickiest pups

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Adult

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beef

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lamb

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chicken

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turkey

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Adult

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chicken / beef / turkey / lamb

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About Us

[H1] ABOUT US

[H2] Our purpose
To feed the unspoken bonds between pets, their people, and the planet.

[H2] Guided by Instinct. Grounded in pet-centric nutrition.
We combine instinct with science to lead the premium, natural pet category. Everything we do starts with what’s best for pets. We’re constantly pushing for better because the more we know, the more we can do for pets and their people.

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[H3] Don't over-process it
Fresh, raw food is pure, powerful, and packed with everything pets need to thrive. We protect its natural freshness, preserving more nutrients and goodness in every bite.

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[H3] Walk the walk
For over two decades, we’ve set the standard for quality — using the highest quality ingredients and raising the bar for safety. With our own facilities and rigorous protocols, we make fresh, raw food that’s trusted and proven.

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[H3] Lead the pack
We challenge the status quo and shape what’s next in pet nutrition, with fresh, raw as our foundation.​

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[H3] Care beyond the bowl
We act with integrity and compassion for our pets, people, and the planet. Because what we stand for matters just as much as what we make.

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[H3] Pets know best
A wag, a purr, a knowing glance—pets instinctively know what’s good. And when they love something, you’ll know it. That’s why we make food pets love.

[H2] NUTRITION MADE with INTUITION
We didn’t help pioneer raw pet food by following the crowd–we did it by following our instincts. After observing how a raw, meat-based diet completely transformed the health of tigers at the Lincoln Children’s Zoo, our founder had a hunch: if it helped them thrive, it could help dogs and cats, too. It sounds like common sense, but back in 2002 it was a groundbreaking idea.

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[H3] Proud Pet Sustainability Coalition Member
In 2020, Instinct proudly became a member of the Pet Sustainability Coalition (PSC) that drives positive impact for the environments and communities where we do business. PSC is helping us evaluate our company practices and accelerate progress in our supply chain, consumption & production improvements, employee wellness initiatives and better evaluation of our overall environmental & social impact.

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[H2] Purpose Day Out
Pets are our passion. It’s why most Instinct team members joined the company: to work toward changing the pet food industry through raw. It’s also why we have a company purpose day out and over 5,300 hours of volunteer work in the local community under our belt.

[H2] OUR LEADERSHIP TEAM

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BEAU MAINOUS
Chief Executive Officer

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MARK FERGUSON
Chief Financial Officer

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MANEL VALLS
Chief Strategy Officer

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BOBBY HARRIS
Chief Operating Officer

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JEFF SPEARS
Chief Commercial Digital Officer

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MARK CHU
Vice President/General Manager, Marketing

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Mike Krahn
Vice President of Sales

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JASON MEENTS
Vice President of Research & Development

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DEBRA EDGAR
Director of Human Resources

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FAQs

[H1] Frequently Asked Questions

[H2] Contact Us

Our dedicated Customer Service team is happy to help with any questions or concerns you may have. You can reach our team by phone at 888-519-7387, LiveChat, or by email at cservice@instinctpetfood.com.
Our business hours are Monday – Friday, 8am – 5pm CST.

[H2] Safety and Quality

First, we want to assure you that there are no Instinct recalls or concerns about our ingredients or supply chain.
At Instinct, the safety of our raw pet foods is our top priority and we’re keeping a close eye on the Avian Flu situation. Avian Flu is also commonly referred to as H5N1 or HPAI (highly pathogenic avian influenza). We remain committed to using only safe, high-quality ingredients from government-inspected facilities and implementing best-in-class safety & quality measures.
Our qualified poultry suppliers follow strict biosecurity protocols to prevent and test for HPAI. These include regular flock health monitoring, routine HPAI testing, controlled environments to limit exposure to potential vectors, and compliance with USDA guidelines. Our suppliers also participate in the NPIP (National Poultry Improvement Plan) program and collaborate with industry experts to ensure early detection and swift action in case of outbreaks. We take extra care with all our ingredients, inspecting them as they arrive at our facility and again once they’re made into finished products.
At our kitchens in Lincoln, Nebraska, we utilize advanced systems and protocols to ensure the quality and safety of our foods. We adhere to strict independent, third-party Safe Quality Food (SQF) certified food safety standards encompassing rigorous employee training, careful raw material sourcing, High Pressure Processing (HPP) all of our diets to eliminate pathogens, thorough pathogen testing, and stringent daily sanitation.
Additionally, we work with 3rd party providers to ensure the highest quality and safety standards; our optimized HPP process was proven effective in killing Salmonella, Listeria monocytogenes and E. coli 0157:H7.
While there is no commercially available test for H5N1 in finished products, we are communicating with industry experts and exploring further testing solutions with external labs and research institutions to develop one for the added safety assurance.
Through our validated processes, we remain confident in the safety and quality of our products and will continue to monitor the situation closely. We also encourage anyone with questions about our products or protocols to reach out to our Customer Service team directly: cservice@instinctpetfood.com or 888-519-7387.

We have the certifications, procedures, and experience to prove it! Our company-owned manufacturing facilities in Lincoln, Nebraska were awarded Lincoln Manufacturer of the Year in 2021 and we hold unique certifications that demonstrate our deep commitment to food safety and quality. We also take safety steps during our raw pet food manufacturing process than not all raw pet food brands do.
Instinct carries a Safe Quality Food (SQF) Food Safety certification as well as a SQF Quality certification. SQF is a rigorous and credible food safety and quality auditing program that is recognized by retailers, brand owners, and food service providers world-wide. SQF certification is NOT a requirement in the pet food industry. Instinct went the extra mile to earn SQF Food Safety and Quality certifications and instill an even higher degree of trust in our raw recipes and procedures.
Besides meeting the high standards required for SQF certification, we uphold the strict standards set by the FDA FSMA (Food Safety Modernization Act). FSMA compliance shows that our food is manufactured with the same food safety standards as human food. At Instinct, we also use High Pressure Processing (HPP) to ensure our raw recipes are free of pathogens and safe for pets and pet parents, while retaining maximum nutrients (a primary benefit of raw food). Probiotics are also added to our raw chicken recipes prior to HPP as an extra layer of safety against Salmonella. In addition, all Instinct raw food is tested by an external, ISO 17025 certified lab prior to it leaving their facilities.

We want every pet parent—and every pet—to be happy! Every Instinct recipe comes with a 100% satisfaction guarantee. If you are unhappy with the food you purchased for any reason, simply return or exchange it with the original store receipt.

We have always been dedicated to providing complete and balanced recipes that maximize our pets’ wellbeing and are safe for both pets and pet parents. We use High Pressure Processing (also known as HPP or Cold Pressure) on all of our frozen and freeze-dried raw recipes to ensure they are free from pathogenic bacteria like Salmonella, E. Coli, and Listeria. This is the same process used for human foods like cold-pressed juices and guacamole. We also extensively test every batch for safety before it leaves our facilities.
In addition, Instinct carries a Safe Quality Food (SQF) Food Safety certification as well as a SQF Quality certification. SQF is a rigorous and credible food safety and quality auditing program that is recognized by retailers, brand owners, and food service providers world-wide. SQF certification is NOT a requirement in the pet food industry. Instinct went the extra mile to earn SQF Food Safety and Quality certifications and instill an even higher degree of trust in our raw recipes and procedures.

Since our products are natural, some color or texture variation from batch-to-batch is normal.

Yes, all of our cans are BPA-free!

Currently, our cans are recyclable as well as select Raw Longevity frozen product packaging. However, by the end of 2025 ALL Instinct packaging will be recyclable. We’ve committed to the Pet Sustainability Coalition’s Packaging Pledge.
In the meantime, to recycle our Raw Longevity frozen bags, simply drop off the cleaned package at a store that accepts plastic bag/wrap drop-offs. These are the bins you often see at grocery stores or big box stores.

No, pet parents should not be concerned! We are confident in the safety and quality of our recipes. Please see below for some background on the FDA report as well as how Instinct is committed to ensuring safe food for pets everywhere.
Is our food safe to feed given the FDA’s warning about grain-free foods?
In 2018, the FDA has brought up warnings around DCM and the lack of taurine in some dogs after eating grain-free foods. The majority of these foods contained legumes and potatoes, although thus far no toxin or other dangerous component in these ingredients has been found despite intense studies. While many people are choosing grain-free to feed better food, it’s important to also consider the recipe formulation in total. It’s important for recipes to be high in animal protein as taurine and other essential nutrients come from animal ingredients. Given our nutritional philosophy of meat-rich recipes that naturally deliver important nutrients through purposefully selected ingredients as well as our R&D staff who consult with our own board-certified nutritionist, we are confident in the safety of our diets and meeting AAFCO’s complete and balanced requirements.
DCM in the News
In 2018, the FDA issued a report on dilated cardiomyopathy (DCM), a type of heart disease in dogs. This report raised questions about this condition in dogs and cats and any relationship to specific ingredients or certain foods. has been recognized in dogs for a very long time, but this particular series of cases is unique in that the breeds of dogs involved are not typical, and that many of these dogs improve or even have full reversal of the disease when the diet is changed. Researchers are actively examining the issue, now called “non-hereditary DCM”, and have not yet found the conclusive link to canine or feline diets. Several epidemiologic and prospective studies have been conducted in an attempt to find the cause. At this point, the research seems to show that taurine is not the primary problem in the diets, but may play a secondary role in dogs with DCM. Other possibilities being examined are the role of fiber content, complex nutrient interactions, or even some unidentified toxin. The results of these studies suggest that DCM is a complex disease that may occur from interactions between the genetic make-up of the dog and certain nutrients in pet foods. While the FDA continues to explore the possibility of a link between grain-free diets and DCM, in Dec 2022 they released a statement that so far, there has been insufficient data to establish a cause.
Although evidence remains inconclusive, as pet parents and pet lovers ourselves, we at Instinct (formerly known as Nature’s Variety) take this issue very seriously. We are doing what we can to help determine if there is a link between diet and DCM, and how we can be part of providing a solution that helps all our pets have long, happy, and healthy lives. Following the FDA’s initial report, we expanded our already robust food testing protocol and funded a research grant to further the DCM investigation to lead to more conclusive results.
Our Nutrition Expertise and Focus on Safety & Quality
For over 20 years, we have fed hundreds of thousands of pets with safe, healthy, and high-quality recipes. We are pet food experts committed to quality and safety. Our team of pet nutrition experts has advanced degrees, including a Board Certified Veterinary Nutritionist, and other experts who are part of our research and development team. Together, this experienced team guides how we formulate, source, manufacture and test our products to ensure the safety, nutritional value, and digestibility of every recipe we sell. All our recipes undergo vigorous formulation, manufacturing and testing processes to help ensure their safety, efficacy, and compliance with all AAFCO nutrient requirements. Our Lincoln, NE facilities carry a Safe Quality Food (SQF) Food Safety certification as well as a SQF Quality certification. All our recipes are tested multiple times annually at a 3rd party world-renowned laboratory. In response to the FDA’s investigation, we started to analyze all our foods for total dietary fiber, total starch, cysteine, methionine, and taurine in addition to the normal protein, fat, moisture, and crude fiber analyses. We also completed digestibility studies on our diets with positive results.
Committed to Transparency
We have always placed a high priority on being open and transparent. Should you have questions, our Customer Service team is available at 1-888-519-7387, via live chat or email. While there is uncertainty about the cause of DCM, we will do our best to help by communicating the latest research on this condition. We will keep you informed of any additional information on this topic as it becomes available to us. Should you have additional questions, we encourage you to talk directly with your veterinarian.

Since our raw recipes are natural, some color variation from batch-to-batch is normal. There can be a range from pink to brownish, which can also be impacted by how quickly the food was frozen, the freezer temperature or even the source protein. As long as the food isn’t stuck together and it smells normal, it should be perfectly safe to feed.

[H2] Choosing a Food

With Instinct, you can expect quality nutrition in every recipe – our #1 priority is enabling pet parents to transform the lives of pets through better nutrition. And we believe that raw provides transformative benefits. We prioritize real, whole-food ingredients with no fillers and nothing artificial. We have a variety of options across many food forms, and many options tailored specifically to your dog or cat’s life stage.
For an overview of all food types, visit the For Dogs or For Cats pages or try out our Product Recommender to find the perfect recipe for your pet.
Check Out Our Product Recommender

The World Small Animal Veterinary Association (WSAVA) published a nutrition toolkit in 2011. It was designed to help veterinarians and pet owners discuss feeding pets. The Recommendations on Selecting Pet Foods contains of list of 8 questions that should be asked of a manufacturer to help decide if the food they make is of a quality that can be trusted with a pet’s health and well-being. At Instinct, we are proud to meet the standards set in the WSAVA Guidelines.
PDF copy of WSAVA Guidelines

[H2] RAW 101

Raw is the pinnacle of pet nutrition. Instinct’s raw recipes are made with real ingredients you can recognize, minimally processed, and never cooked to preserve the integrity of every ingredient. Raw is more nutrient-dense and nutritionally complex than cooked pet food because beneficial nutrients and phytonutrients are lost in the cooking process. We protect those nutrients by never cooking our raw recipes so our pets can experience the transformative benefits of raw.
We’ve been crafting and perfecting our raw recipes for 20 years and we’re on a mission to put more raw in more bowls to transform the lives of pets. We provide a range of raw options to meet the needs of every pet, from our 100% raw frozen and freeze-dried recipes to freeze-dried raw toppers to kibble recipes boosted with raw nutrition.
Read more about the science-backed, life enhancing benefits of raw here.

We have always been dedicated to providing complete and balanced recipes that maximize our pets’ wellbeing and are safe for both pets and pet parents. We use High Pressure Processing (also known as HPP or Cold Pressure) on all of our frozen and freeze-dried raw recipes to ensure they are free from pathogenic bacteria like Salmonella, E. Coli, and Listeria. This is the same process used for human foods like cold-pressed juices and guacamole. We also extensively test every batch for safety before it leaves our facilities.
In addition, Instinct carries a Safe Quality Food (SQF) Food Safety certification as well as a SQF Quality certification. SQF is a rigorous and credible food safety and quality auditing program that is recognized by retailers, brand owners, and food service providers world-wide. SQF certification is NOT a requirement in the pet food industry. Instinct went the extra mile to earn SQF Food Safety and Quality certifications and instill an even higher degree of trust in our raw recipes and procedures.

We always recommend that pets gradually transition to any new food. Adjustment is key because dogs eat the same food day in and day out, so a rapid, full diet change would be more likely to upset their system. During the first week, mix raw with your dog’s existing food, increasing the amount of raw each day. Depending on your pet, you may need more or less time to transition.
When transitioning, your pup may temporar