What’s Really In the Bowl? Why Pet Parents Deserve More than an Ingredients List

What if pet parents could feel as confident about their pets’ food as they do about the food they choose for themselves?

With shelves crowded with products promising everything from “natural” ingredients to better digestion and healthier coats,

making an informed choice can feel overwhelming. According to the 2025 ADM Pet Insights Report, pet parents are looking

beyond the growing front-of-pack claims and becoming more discerning about the information behind the products they choose,

making ingredient visibility an increasingly important part of premium pet nutrition.

“True transparency goes beyond simply listing ingredients. Pet parents are increasingly interested in understanding where those

ingredients come from, how they are sourced, and the standards behind the food they give their pets,” said Romy Sia, Managing

Director of Bow & Wow Philippines. “The more information pet parents have, the better they can make choices that are right for

their pets and aligned with their values.”

What Real Transparency Looks Like

For Open Farm founders Jacqueline Prehogan and Isaac Langleben, the journey began after rescuing their first pugs, Maddie and Bella,

and struggling to find pet food that met their standards for nutrition, animal welfare, sustainability, and transparency. This led them to

build Open Farm around three core commitments: premium nutrition, animal welfare, and sustainability.

Today, Open Farm brings these commitments to life through every aspect of its products, from the ingredients it selects to the standards behind their sourcing and production. 

Available at all Bow & Wow Stores and the Bow & Wow Online Store, Open Farm’s recipes feature ethically sourced meats as the first

ingredient, alongside non-GMO fruits and vegetables, naturally occurring prebiotic fiber, and natural superfoods. Its animal proteins are

also sourced according to specific welfare and sustainability standards, including pasture-raised lamb from New Zealand, crate-free pork,

pasture-raised beef, and sustainably sourced, wild-caught fish.

Open Farm takes these commitments a step further through traceability, empowering pet parents to understand exactly where their ingredients come from and hold the brand accountable for delivering on its promises. 

Through Open Farm’s own transparency platform, pet parents can enter the lot code found on the back of each bag to access information about where the ingredients in that specific batch came from. With this greater visibility into the supply chain, pet parents can see how the brand's standards are carried through every step of the process, from sourcing and raising ingredients to their final production.

“Pet nutrition is becoming a more holistic conversation,” Sia added. “Pet parents are looking not only at whether it meets their pets’ nutritional needs, but also at the practices behind it. Understanding sourcing, animal welfare, and sustainability gives them a fuller picture of what they are choosing for their companions.”

Making Transparency Easier for Pet Parents

For Bow & Wow, this emphasis on transparency reflects a broader commitment to helping pet parents make more informed choices. As the pet care market continues to expand, the company puts standards first when curating its portfolio, considering ingredient quality, sourcing, nutritional standards, and transparency. By bringing in brands like Open Farm that align with these values, Bow & Wow aims to give pet parents access to better options and greater visibility into what they feed their pets.

Transparency is also the heart of Bow & Wow's approach to pet care advice. Rather than simply recommending the most expensive options, its trained Pet Care Advisors work closely with pet parents to understand each pet’s individual needs and tailor recommendations based on formulation, ingredients, sourcing, and production practices, helping pet parents make informed decisions with confidence. 

“Every pet is different, so choosing food should go beyond simply picking the product with the most appealing claims,” Sia concluded. “Our role is to help pet parents understand their options, ask the right questions, and find a food that fits their pet’s individual needs.”

For those who want to experience the products before committing, Bow & Wow also offers free in-store samples of Open Farm’s Wild-Caught Salmon and Homestead Turkey & Chicken Grain-Free Kibble recipes. Pet parents can also browse Bow & Wow's full Open Farm Collection online to explore recipes tailored to their pets' needs. to explore recipes tailored to their pets' needs.

Ultimately, the evolution of pet nutrition is reshaping what “premium” means. Today, pet parents increasingly want to understand the story behind the bowl—from the ingredients and how they are sourced to the standards and practices behind them.

For Open Farm, that means traceable ingredients, responsible sourcing, and animal welfare standards. For Bow & Wow, it means making better options and the information behind them more accessible. For pet parents, it means greater visibility and confidence in every choice they make for the companions they love.