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Chicken has become one of the most demonised proteins in modern pet nutrition. Many dog owners now confidently state that their pet is “allergic to chicken,” a belief often reinforced by veterinary clinics, online education, and increasingly, veterinary influencers on social media. One recent example comes from Australian veterinarian and social media figure Dr Will Maginness , who stated publicly that chicken is the worst protein to feed dogs and that he would not include it

Business Roadmap (2026–2027) This roadmap outlines what will be available at Madra Pet Wellness, when offerings will be released, and how the work will expand over time. It is designed to be transparent, realistic, and grounded in biological principles. This is a living document and may evolve as the business and education deepen. Core Focus Madra Pet Wellness is built on a clear foundation: Species appropriate nutrition as the cornerstone of health. Throughout 2026 and beyon

By Tristan Harris, Animal Nutritionist, MADRA We Think We’re Feeding Naturally, But We’re Missing the Deeper Truth More pet owners are awakening to the flaws of processed pet food, choosing instead the raw vitality of meat, bones, and organs. This shift to raw feeding honors a dog’s ancestral diet, rejecting the artificiality of commercial kibble. Yet, too often, raw feeding becomes a sterile routine: ground portions, precisely measured, served on a clockwork schedule, echoin

By Tristan Harris, Animal Nutritionist — MADRA The dialogue around pet nutrition is broken. It obsesses over isolated nutrients, percentages on a label, and the illusion of a "complete and balanced" formula. But in doing so, it misses the most vital truth, the very bedrock of what it means to truly nourish an animal:  every aspect of their being, their evolutionary blueprint, their profound interaction with their world, and critically,  how  they engage with their food, is no

By Tristan Harris, Animal Nutritionist, MADRA In today’s world, the conversation around animal wellness, especially nutrition, has become deeply confused. What used to be a matter of biological fact has now been hijacked by emotional rhetoric, commercial marketing, and human ideological projection. I’ve had enough conversations, read enough comments, and witnessed enough misguided advice to say with confidence:  We have lost touch with what it means to truly care for the anim