I rate this for a few reasons. Number one, my dog (greyhound) likes it. I've tried quite a few different foods for her, over a very long period of time, as she's had really runny poo. Which has now settled vastly. This is, imo, by far the best "kibble" type food. It's a softer texture too, which is better for her to eat. This is her main food, but I always top with additional extras like eggs, meat, fish + some fruit. Also, this product is bagged in a paper bag which is environmentally better. The delivery time is really good, and finally, I've gotten very good customer service when I needed information on choosing the best product for my dog. I'm honestly satisfied all round.