‘iti’ means little in Maori, the language of the indigenous people of New Zealand. This green nation is where 100% of our ingredients for iti are sourced, then crafted in small batches into perfect little bits of fresh meat for little mouths.
WHAT IS UNIQUE?
The founders of iti felt that until now, small breed dogs and cats – who don’t eat as much as large dogs – were being short changed on quality and nutrition. This is at the expense of what is economical for the large pet food companies, who manufacture their foods in massive batches, with essentially the same formulas, same ingredients and same extrusion manufacturing processes, for all dogs and cats.
Nobody was focusing on the unique needs of small breed dogs and cats, nor giving them what they want and need.
BACK TO THE DRAWING BOARD…
Instead, iti decided to defy conventional wisdom, go back to the drawing board, and formulate a line of products. These products are based on the principles of what nature intended, and specifically suited to the needs of little dogs and cats – including palatability, digestibility, weight control, skin and coat, and healthy joints – as well as being moist enough for our growing population of aging small pets who have more trouble chewing the typical hard pelletised foods common today.
And thus iti was born.
iti’s products are produced with a unique ‘air drying’ process that provides the benefits of unprocessed raw food. It retains high levels of natural enzymes, without the food safety concerns and the “yuck factor” of handling raw frozen diets.
We then seal in the goodness in iti “fresh packs” so they stay fresh and nutritious – from the day they’re packed to the day they’re served.
Our products are sold today in leading specialty pet boutiques worldwide