At its core, eating “clean” entails focusing on a diet of whole foods (think vegetables, fruits, whole grains, nuts, etc.), lean proteins, and minimally processed foods that steer clear of most additives and preservatives. Which sounds great. But “clean eating” can be a somewhat controversial trend for humans, as the term isn’t regulated and labeling foods “clean” would naturally assume others then being “dirty,” which may create restrictive eating patterns. For pets, the positives in this trend lie in focusing on offering them food made up of as many whole and minimally processed ingredients to get as much of the nutritious goodness as possible, without all those additives and preservatives. These types of carefully selected, human-grade ingredients are exactly what go into each puppop so you can be sure they’re getting all the good stuff. Maybe we just rebrand this trend to “goodness eating” for all!