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Chicken meal is the dry rendered (cooked down) product from a combination of clean flesh and skin with or without accompanying bone, derived from the parts of whole carcasses of chicken -- exclusive of feathers, heads, feet, or entrails.

Chicken meal is considered to be the single best source of protein in commercial pet foods. Natura uses high-quality, low ash chicken meal extensively. This ingredient is very digestible, very palatable, and very expensive.

Oatmeal is the dry ground product of cleaned oats with the hulls removed.

Oatmeal is a good source of carbohydrate energy. Natura uses Oatmeal with its natural nutrients intact and without preprocessing. This is in contrast to the fractionated oat ingredients used by some manufacturers such as oat bran, oat flour or feeding oat meal, which have been leeched of much of their nutritional value.

A natural, healthy grain that's rich in B vitamins, oatmeal is the featured grain in HealthWise products and is used in Innova and California Natural HealthBars because its sticky texture helps hold the biscuit shape together without using artificial binders.

Chicken fat is obtained from the tissues of chickens in the commercial process of rendering or extracting.

Chicken fat is the highest of all animal sources in linoleic acid (over 23%), an important element for skin and coat health. Because Natura uses such high-quality chicken, this is a high-quality source of fat.

Flaxseed meal is the ground product obtained from the seed of the flax plant.

Flaxseed meal is a good source of Omega 6 and Omega 3 essential fatty acids. These fatty acids help produce the soft, luxuriant coat that Natura foods are known for.

Natural flavors are minimally processed flavor ingredients that do not contain synthetic or artificial components.

In the Natura products that include "natural flavor" in the formula, the exact composition is proprietary. However, it is always made from the same animal species on which the formula is based. For example, the "natural flavor" used in the original EVO formula contains a reduction of chicken meat - much the same process as is employed to create a chicken stock in your home kitchen.

Herring oil is the oil extracted from whole herring.

Herring oil provides a rich source of Omega 3 essential fatty acids. Because the herring that Natura uses is of such high quality, the herring oil helps produce healthy skin and lustrous coats.

Avocado oil is a monounsaturated fatty acid. The avocado oil used by Natura is cold-pressed and protected from exposure to heat and light. It is added after the food is cooked. There is currently no official AAFCO definition for avocado oil.

Avocado oil is a rich source for the essential oils that promote a healthy skin and coat. The avocado has the highest vitamin E content of any fruit. It also contains lutein, which is a carotenoid. Lutein acts as an antioxidant, protecting cells against the damaging effects of free radicals. It benefits eyesight and reduces the risk of cancer and heart disease.

Garlic Powder is dehydrated garlic cloves that have been ground to a powder.

Kelp is dried seaweed of the families Laminariacae and Fucaeae.

Kelp is a general term used to describe large brown seaweeds. Seaweeds have been used throughout the world for centuries as a rich source of natural organic minerals and vitamins like iodine, potassium and calcium. The thyroid gland depends upon minerals, especially iodine, to function properly and to secrete adequate amounts of thyroxin and trilodothyronine. These hormones influence metabolic rate and body temperature. Kelp is not only rich in iodine, but is also an additional natural source of beta-carotene, B vitamins and vitamin C. This beneficial supplement helps to improve the utilization of all ingredients in many of our pet foods, thereby improving the overall health and performance of your dog.

A chemical compound, KCl, a colorless or white, cubic, crystalline compound that closely resembles common salt (sodium chloride). It is soluble in water, alcohol, and alkalies.

Potassium plays various roles in metabolism and body functions. It assists in the regulation of the acid-base balance and water balance in the blood and the body tissue. It assists in protein synthesis from amino acids and in carbohydrate metabolism.

Choline chloride is a member of the B-complex group of water-soluble vitamins (vitamin B-4).

It is used as an animal feed additive, especially for poultry and swine, to increase growth, reduce mortality rate, increase feed efficiency, increase egg production, and improve meat quality. It is not a substitute for any other feed supplement and has no direct substitutes itself.

Calcium carbonate is a mineral that is true to its name by containing a minimum of 38% calcium.

The calcium in bone provides structural integrity to the skeleton and also contributes to the maintenance of proper blood calcium levels through ongoing resorption and deposition. Circulating calcium has essential roles in nerve impulse transmission, muscle contraction, blood coagulation, the activation of certain enzyme systems, the maintenance of normal cell-membrane permeability and transport, and cardiac function.

Vitamins are organic compounds that function as parts of enzyme systems essential for the transmission of energy and the regulation of metabolisms of the body.

AAFCO regulates minimum standard quantities of vitamins in levels that pets need to survive. All pet food manufacturers supplement their products with vitamins. Beyond meeting these minimum requirements, all Natura products contain a complete vitamin and mineral supplement program that helps pets to thrive, not just survive.

Included in our foods are some of the following vitamins and minerals: Ascorbic Acid, Beta Carotene, Biotin, Calcium Carbonate, Calcium Iodate, Choline Chloride, Cobalt Carbonate, Cobalt Proteinate, Copper Proteinate, d-Calcium Pantothenate, Dicalcium Pantothenate, dl-Methionine, Folic Acid, Iron Proteinate, Manganese Proteinate, Niacin, Potassium Chloride, Pyridoxine Hydrochloride, Riboflavin, Thiamine Mononitrate, Vitamin A Supplement, Vitamin B12 Supplement, Vitamin C Supplement (Sodium Ascorbate), Vitamin D3 Supplement, Vitamin E Supplement (Alpha Tocopherol), Zinc Proteinate

Natura adds these important vitamins and minerals, in proper balance to its foods to ensure that your pet gets all the necessary nutrients for life and good health every day.

Minerals are inorganic substances essential for a host of vital processes within the body.

AAFCO regulates minimum standard quantities of minerals in levels that pets need to survive. All pet food manufacturers supplement their products with minerals. Beyond meeting these minimum requirements, all Natura products contain a complete vitamin and mineral supplement program that helps pets to thrive, not just survive. The minerals Natura uses are chelated, providing three to ten times greater assimilation than common minerals.

Included in our foods are some of the following vitamins and minerals: Ascorbic Acid, Beta Carotene, Biotin, Calcium Carbonate, Calcium Iodate, Choline Chloride, Cobalt Carbonate, Cobalt Proteinate, Copper Proteinate, d-Calcium Pantothenate, Dicalcium Pantothenate, dl-Methionine, Folic Acid, Iron Proteinate, Manganese Proteinate, Niacin, Potassium Chloride, Pyridoxine Hydrochloride, Riboflavin, Thiamine Mononitrate, Vitamin A Supplement, Vitamin B12 Supplement, Vitamin C Supplement (Sodium Ascorbate), Vitamin D3 Supplement, Vitamin E Supplement (Alpha Tocopherol), Zinc Proteinate

Natura adds these important vitamins and minerals, in proper balance to its foods to ensure that your pet gets all the necessary nutrients for life and good health every day.