I'm a trainer and fussy about what I feed my dog, I like to see them in their best health - shiny coat, fresh breath, no itching or skin problems, with those perfect firm poops and no tummy upsets. Our collie cross is the energetic neurotic type so I was looking for something not too high in carbs with good omega 3 etc for his nervous system and brain health. He also gets fat more easily than most dogs of his type so we tried a few foods from Ci and have found this one to be the ideal balance. I also think venison is one of the more ethical and environmentally friendly meats, easily digested by sensitive dogs. They send me samples of the other flavours sometimes and my dog and foster dog both love them all. The foster dog now eats this too as she likes it even more than her special high calorie food, which helps her appetite and enables us to keep weight on bless her. Very happy with the company and service too.