The pet food industry is awash with marketing gimmicks, vague claims and inadequate quality control that make it difficult for consumers and retailers to know who to trust. Too often, manufacturers lean on slick branding to obscure shortcomings, using terms like “natural” and “baked” to create a veneer of quality that doesn’t always hold up under scrutiny. The result? Pets are left vulnerable, and consumers are left misled by products that don’t live up to their promises.

While manufacturers hold the primary responsibility to operate with honesty and transparency, pet owners and retailers have a critical role to play in questioning claims and digging deeper into the practices behind the products they choose. Building trust requires vigilance and accountability on all sides, and brands that fail to prioritize the health and well-being of animals while claiming the opposite should not expect to earn that trust but too often these brand are prioritized and idolized by pet retailers and pet owners that don't know what questions to ask or prefer to "just not go there".

This interview dives into the story of Lotus Pet Food, a brand that challenges industry norms with a commitment to transparency, quality, and ethical practices. Daron Matsuura, a former pet retailer turned manufacturer, opens up about his journey with his partners to build a micro cannery and manufacturing facility right here in the USA—taking control of every step in the production process to deliver food they can truly stand behind. Daron and I don’t shy away from the hard truths like the deceptive practices that plague the industry, the uphill battle of sourcing sustainable ingredients, and the constant push and pull between staying true to integrity and keeping a business afloat.

This isn’t just an interview—It’s a reminder that the shiny packaging and catchy buzzwords often hide darker realities, and that it’s on us to dig deeper, demand honesty, and support brands that put the health and well-being of our pets first. If you’ve ever questioned what’s in your pet’s bowl, this conversation will leave you with clarity—and maybe a fire to make better choices.