High quality food should contain at least two sources of animal protein in the first five ingredients.
High quality proteins strengthen your pet's immune system and enhance skin and coat condition. Meat is the most natural source of protein for cats and dogs and contains the amino acids most important to pet health.

Pure Woof Gold and Pure Purr Gold feature free range, hormone free, antibiotic free, USDA approved Chicken Meal and White Fish Meal. Meals are 11 times more protein-concentrated than "meat".  Foods that list "real chicken" or "chicken" first include the water weight in this ingredient.  Chicken in this form consists of 70% water. 

• Chicken meal is chicken that has had the water removed, providing11 times the protein content of “chicken.” It is rich in omega-6 fatty acids making it a great skin and coat conditioner. All of our chicken comes from USDA approved plants.
• White Fish is a rich protein source that provides omega-3 fatty acids, calcium and phosphorous. The omega-3 acids help strengthen your pet’s overall immune system, are beneficial to heart health, and potentially reduce the risk of cancer. Calcium and phosphorous keep your pet’s bones strong and healthy.

High-quality food should not contain meat by-products or "meat" and bone meal.
Using an animal by-product (e.g. chicken by-product), or more than one animal by-products, for a food's main protein source is indicative of a low-quality product. Animal by-products are any part of an animal considered not acceptable for human consumption. Ingredients listed as by-products are not required to include actual meat and may refer to pieces of the animal including feathers, beaks, and chicken feet.  Meat and Bone Meal is a convenient catch-all term for whatever offal and refuse happens to be rendered that day. This is where the worst stories about pet food come from. Many renderers accept for processing items such as road kill, euthanized pets from shelters and veterinary clinics, cut-away cancerous tissue, out of date supermarket meats, restaurant waste and other unappetizing ingredients. Needless to say, the presence of MBM on a label is a signal that the food is of inferior quality.  Petlane does not use by-products or meat-and-bone meal in any of its food formulas.

High quality food should contain high quality carbohydrates.
Carbohydrates are used in pet food primarily to provide energy and aid in the proper functioning of the central nervous system. 

• Pure Woof Gold's primary carbohydrate source is  pearl millet.  Considered to be one of the most digestible and least allergenic grains available, millet is a good source of fiber and beneficial to the stomach, spleen, and pancreas. It is a good source of fiber and excellent for dogs with digestive problems.  We use herbicide-free millet.
• Pue Purr Gold uses brown and white rice.  Brown rice is rice with the hull removed (hulls have no nutritional value) but still retaining the bran layer. This natural whole grain rice provides valuable quantities of minerals and essential B vitamins. It is highly digestible and an excellent high quality complex carbohydrate source for energy and fiber for colon health.  White rice is brown rice with the bran layer removed. It is the most easily digested grain and the least likely to cause allergic reactions.  We use herbicide-free brown and white rice.

High-quality food should not contain carbohydrate food fragments.
Fragments are lower-cost by-products of another food manufacturing process. Fragment ingredients include wheat bran, wheat flour, rice flour, and wheat middling. These pre-processed ingredients have had much of their nutritional value leeched from them.

High-quality food should contain vitamin and mineral rich herbs and legumes.  These ingredients aid digestion, promote the healthy functioning of vital organs, and improve circulation.

Pure Woof Gold and Pure Purr Gold both use a variety of herbs and legumes including sun-cured alfalfa, kelp, and chicory root to provide your pet with optimum nutrition.

• Sun-Cured Alfalfa is a member of the pea family.  This legume contains a broad spectrum of vitamins and minerals. It is high in chlorophyl, an excellent blood purifier and good breath freshener. A strong anti-oxidant, alfalfa can aid in the prevention of cancer.
• Kelp is a rich source of vitamins and minerals aids in digestion, helps maintain a healthy stomach, reduces the risk of poisoning from environmental pollution, promotes healthy skin & coat and helps cleans the kidneys, bladder & uterus.
• Chicory Root is a natural blood purifier and useful for removing pathogens from the digestive tract.

High-quality food should contain healthy fats and fiber sources.
Fat is looked upon negatively in many health conscious circles, but is actually a very important nutritional requirement in animal diets. Fats serve many functions. They increase the palatability of food, provide a media for fat-soluble vitamins, and affect food storage. They also are essential for healthy coat and skin, reproductive efficiency, and kidney function.   

Pure Woof Gold and Pure Purr Gold use chicken fat and beet pulp.

• Chicken Fat (preserved with mixed tocopherols) is highest of all animal sources in linoleic (Omega 6) acid an important element for skin and coat health. Our human grade chicken fat is pure, clear and comes from hormone, and antibiotic free chickens.
• Beet Pulp is a source of quality fiber aids in the management of diabetes, colitis and constipation. Beet pulp also encourages the colonization of prebiotics, naturally occurring beneficial bacteria that improve digestion, enhance the absorption of vitamins and minerals, and strengthen the immune system.

High-quality food should not contain generic fats.
"Animal Fat" is an example of a generic fat. Animal fat is a byproduct of meat meal processing. The origin of the contributing animals is never known, and the resulting oil is very low in linoleic acid.

High-quality food should not contain artificial preservatives.
Commonly used preservatives include BHA, BHT, Ethoxyquin, and propylene glycol. BHA/BHT is short for Butylated Hydroxyanisole (BHA) and Butylated Hydroxytoluene (BHT), both of which are chemical preservatives. BHA and BHT have been banned from human use in many countries. In the US, they are still permitted in pet foods.