I've always tried to buy the better foods for my kitty, never the cheap stuff, but never thought natural would make a difference or be worth it. Well my kitty started getting sick a lot, I figured it must be an allergy,perhaps to an ingredient or something. As I read more on the subject, I found that cats often develop allergies to foods and even the colorings used in food. So I tried a few different natural foods, some he would pick at but some he just didnt like. Lots of them didnt have a very strong smell, which may have been the problem (I also read that many cats wont eat a food they cant smell). Well my kitty seems to like this food, not LOVE it, but he eats it :-) He hasnt been sick since! And I can feel good about whats in it, and how they produce it.