Why I Made Sundays

My clients asked me for something better. When I couldn't find it—I made it.

As a veterinarian, I wanted to be able to recommend a better dog food to my clients. 

In school, I learned the importance of feeding a balanced diet that meets AAFCO requirements and underwent strict safety testing. When I first graduated, I recommended kibble made by the "big four" companies. As a general practitioner in NYC, clients started coming to me asking if they could feed one of these new kibbles that claimed to be "all-natural", “no fillers or byproducts”, "grain-free", "minimally-processed", etc. I understood my clients desire to want to feed their pups something better, but the more I looked into these new dog food companies, the more I realized they were just marketing companies that happened to make dog food.

The kibbles they were making might sound good in a commercial—or on Instagram, but looking at the ingredient list or their science made me realize that often they were worse than traditional kibble.

I made Sundays because I wanted to make something better than traditional kibble - that actually was what all the other companies claimed to be but fell comically short - minimally processed, all-natural, human-grade and no prep (because let's face it, I would do anything for my dogs but I just don't have time to prep their food twice a day).

I made Sundays because I wanted to make something better than traditional kibble - that actually was what all the other companies claimed to be but fell comically short - minimally processed, all-natural, human-grade and no prep

While I think the foods they make are fine - they are highly processed and subsequently have little nutritional value after extrusion, therefore, requiring the addition of 30-40 synthetic vitamins/minerals. But they are balanced and provide the essential vitamins and minerals. They are fine. But what if we could make something better?

For clients that had the time to home-cook for their dogs, I would recommend consulting with a nutritionist to formulate a home-cooked meal. But what if there was a food that was as high quality as homemade, but as easy as kibble?

As a veterinarian, I hate the opaqueness of the dog food industry and the way they try to take advantage of dog parents just trying to do the best thing for their dog. When dog food companies claim their food is "all-natural" there is almost always a little asterisk nearby that states "with added vitamins and minerals". When we say our food is all-natural - we mean it. Period. End of story. No asterisks.

Similarly, many dog foods will claim to be made with "human-grade ingredients". This is technically illegal according to AAFCO guidelines. You cannot claim that your food is made with human-grade ingredients. Your food is either human-grade - from start to finish (ingredients, processing, packaging, etc). or it's not. Once again, when I say our food is human grade - we mean it. Period. End of story. No asterisks.

In addition, in vet school, we were also taught the importance of adding multiple vitamins and minerals to meet AAFCO requirements. But in my own diet, instead of taking a multivitamin, I aimed to fulfill a well-balanced diet with a multitude of whole food sources - healthy proteins, fruits, and vegetables. Why should it be different for our dogs?

But in my own diet, instead of taking a multivitamin, I aimed to fulfill a well-balanced diet with a multitude of whole food sources - healthy proteins, fruits and vegetables. Why should it be different for our dogs?

As a dog parent, I kept asking myself how could I feed my dogs better. My dogs are more than just dogs to me - they are part of our family. My dogs are also athletes. They are my running and walking partners, and also my agility and dock diving teammates. Traditional kibble provided adequate nutrition but I didn't want to give them just "adequate" food. I wanted to give them something better.
My partner and I tried over 50 foods for our pups, ranging from traditional kibble to alternatives including dehydrated and refrigerated foods. (I refused to feed our dogs raw food due to the risk to my family for pathogen transmission). Many of the foods were messy and took time to prepare. Even though I would do anything for my dogs, taking 15-20 minutes out of my day twice a day to feed my dogs was getting to be time consuming and messy. Additionally a veterinarian, I wasn't totally comfortable with many of these alternative diets as they did not have strong science behind them. Rarely do these companies employ a veterinarian. When I would question companies about their QA protocols or ingredient sourcing, they would quickly get defensive and skirt my questions.

I didn't want our food to be about buzz words or marketing speak - I wanted our food to speak for itself. After all - I'm a vet and dog parent. I am definitely not in marketing or sales. After two years and traveling literally around the world and producing over 100 iterations from our original recipe, I think we've made it.