The dog supplement aisle looks credible at a glance. It isn’t. Labels list ingredients the research supports, then quietly under-dose them by an order of magnitude. “Proprietary blend” is industry shorthand for “we’d rather not tell you.”

Fear marketing targets the owner of an ageing dog, not the dog itself. A tub printing “glucosamine” at 120 mg per serving is not a product. It’s a prop.

Old age in working breeds isn’t a disease. It’s a training load the joints weren’t given the raw material to carry.

Fix the supply chain — connective tissue, cartilage precursors, the inflammation pathway — and the body keeps doing what it was built for. Supplementation isn’t sentimental. It’s maintenance.

Four rules. No exceptions.

• 01 · FULL THERAPEUTIC DOSE

  Every active at the level the clinical evidence specifies. No blends, no dilution, no “effective ratio” hand-waving.

• 02 · BATCH-LEVEL TESTING

  Every lot screened by a third-party UK lab for potency, heavy metals, and microbial load. Certificate per batch, on file.

• 03 · READABLE LABEL

  Every ingredient listed with its milligram weight. If we can’t print the dose, we don’t use the word.

• 04 · TRACEABLE SUPPLY

  Small-batch manufacture, short supply chain, traceable to the source. No white-label factories, no drop-shipped SKUs.