Making The Right Choice For Your Dog

“Only if we understand can we care. Only if we care will we help. Only if we help shall all be saved.”

The story has it that the founder of Lionel’s Choice was touched by the plight of a working dog who shared his name, Lionel. Lionel was a working dog linked to an elite anti-poaching unit tasked with combatting abalone poaching on our coast. Like many other dogs, Lionel suffered from severe skin allergies attributed to allergens found in his feed.

The mission was clear, find a fixed feed formulation suitable for all breeds regardless of their frame size. Its contents had to consist of quality ingredients with fewer potential allergens, minimising the risk of adverse reactions towards certain ingredients.