You just signed up for emails from a guy on the internet who talks about dog food.

So let me answer the question you should be asking.

Why should you trust me?

Here's the honest answer—a few years ago, you probably shouldn't have.

I got into pet food the same way most people do.

I Googled stuff.
Watched videos.
Listened to whoever sounded the most confident.

And the loudest voices were all saying the same things.

• Kibble is garbage
• Raw is the best
• Vets don't know anything about nutrition
• Big kibble brands are paying everyone off

It all made sense to me at the time.

So I believed it. I promoted it. I built an audience of 2.5 million people around it.

I got paid by brands to say their food was great.

And I had no idea how to actually evaluate whether that was true.

I wasn't lying. I believed every word. But believing something and knowing something aren't the same thing.

Then I started getting messages from veterinarians.

Not trolls or haters, but actual vets telling me that some of what I was sharing was wrong. And not just a little wrong.

My first reaction was to get defensive. That's what happens when your identity is built around something and someone challenges it.

But the messages kept coming. And eventually I did something I should have done way earlier.

I started listening.

I started talking to veterinary nutritionists. PhDs. People who had spent their entire careers studying this stuff.

And a lot of what I thought I knew fell apart.

• The "dogs are wolves" thing? Not supported by the science.
• The "cooking destroys nutrients" thing? Oversimplified to the point of being misleading.
• The "kibble is poison" thing? Some kibble is great. Some isn't. Same with raw. Same with fresh.

I realized I had been confidently teaching things I didn't fully understand to millions of people.

So I did something that most people in this space would never do.

I told my audience I was wrong.

Publicly. On camera. To 2.5 million people.

I took back what I once taught. I walked away from the brands that were paying me. And I started over.

That cost me and my family 70% of our income in 2025.

The companies that used to pay me didn't want me anymore because I stopped saying what they needed me to say.

But it gave me something that most people in this space don't have—clarity from both sides

I know what the holistic world gets right:

• The emphasis on whole foods
• The attention to ingredient quality
• The genuine care for animals

That stuff is real

I also know what it gets wrong:

• The fear-based marketing
• The distrust of science
• The credential inflation
• The logical fallacies & fear used to sell products.

And I know what the evidence-based world gets right. The commitment to research, the rigor, the accountability.

I also know where it can feel cold or dismissive toward people who are just trying to do their best for their dog and may prefer a more natural lifestyle.

I've seen the good and bad of both sides.

But the real reason you should trust me is this.

I'm not a vet. I'm not a nutritionist. I don't have a degree in animal science.

And I know that.

That's why I:

• Follow the evidence instead of my gut
• Work with actual experts like veterinary nutritionists
• Back every claim with research or clearly label it as my opinion

I don't trust myself to be right all the time. So I built a system that doesn't require me to be.

And if I'm wrong about something tomorrow, I'll tell you. Because I've done it before and I'll do it again.

That's why you should trust me.

Not because I have all the answers. But because I'm honest about what I don't know, and I surround myself with people who are much smarter than I am.

Talk soon,

Bryce