The Standard
The Standard
How to read a pet supplement label, what the numbers on it actually mean, and how we reached the decisions on our own.
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What we put on our label, and why
One rule, applied without exception — and four decisions it forced us to make during development.
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Chelated vs non-chelated minerals in dog supplements
Why "Zinc 5 mg" can mean two things that differ by a factor of five, and what a chelate actually does.
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Fish oil freshness: why some omega chews smell
The most common quality failure in marine oil supplements, and the three numbers that measure it — none of which appear on a standard certificate of analysis.
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What "third-party tested" actually means
The phrase isn't regulated, and two products can mean very different things by it. Five questions that separate a real report from a reassuring one.
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How to read a pet supplement label
Seven things worth checking on a pet supplement label, including the mineral figure that catches almost everybody and the difference between a percentage and a milligram.
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Why EPA and DHA matter more than "total omega-3"
"1,000 mg Omega-3" on the front of a pack tells you less than you think. Here's what the number actually contains, and the three questions that cut through it.