Family doesn't get fed fillers

The starting point was not a business plan. It was a simple position about the two dogs in the house: family doesn't get fed fillers. If an ingredient would not be fed to family, it does not go in the bag.

So the focus shifted to sourcing premium proteins from New Zealand farms, air-drying products to preserve nutrients, and assembling each item in Raglan. No shortcuts. No additives. Nothing hidden. Just pure, honest nutrition for the dogs who deserve it the most.

One protein, one job

Every Furmajesty product is a single protein, and each one is chosen for something it actually does. Trachea is cartilage, so it carries glucosamine and chondroitin naturally while the chewing scrapes teeth. Tripe is stomach lining, so it arrives carrying digestive enzymes. Green-lipped mussel is naturally rich in omega-3 fatty acids, so it supports joints. Lamb lung is lean and light, so it works as a training reward without becoming a second meal.

Building the range that way has a second benefit that matters more than it sounds. A single-ingredient treat is honest to reason about, because if a dog reacts there is exactly one thing to examine rather than a list of fourteen.

Why air-drying is not a style choice

Air-drying removes moisture slowly at low heat. It is slower and more expensive than baking or extrusion, and it is used because the alternative destroys the reason the ingredient was chosen. Omega-3 fatty acids are fragile, digestive enzymes are fragile, and cartilage compounds do not survive being cooked hard.

Air-drying also preserves the physical structure. A trachea stays firm without turning brittle, tripe becomes crunchy rather than dusty, and lung keeps the airy texture that lets you tear it into training-sized pieces by hand.

Sourced in New Zealand, curated in Raglan

New Zealand venison, lamb and tripe are the raw material, and Raglan is where every product is put together. That proximity is the quality-control mechanism: small batches assembled locally can be checked by the people whose name is on the bag.

The standard, stated plainly

At Furmajesty, care is a reflection of respect. That belief guides every ingredient, every process and every decision. In practice it means the ingredient list stays short, the drying stays slow, and nothing goes in to make a margin look better.

• No fillers
• No grains
• No artificial preservatives
• No unnecessary additives
• No mass-market compromises

Shop the range or read the guides to venison trachea, tripe, venison with green-lipped mussel and lamb lung.