9 out of 10 dog owners are feeding their dog the wrong food
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Shelter manager, certified canine nutritionist, and lifelong dog lover
FirstMate started in 1989 when founder Michael Florian noticed something interesting: dogs on salmon farms preferred the high-quality fish feed over their regular kibble. That observation sparked a business built around a simple idea—quality ingredients and full control over how they’re turned into dog food. The Florian family still owns the company today, operating out of Chilliwack, British Columbia, where they run both a dry food plant and a human-grade canning facility acquired from Coastwise Processors.
What sets FirstMate apart is their vertical integration. They don’t contract out production or rely on ingredient brokers. Instead, they source wild-caught Pacific fish directly from certified sustainable fisheries and work with local farms for cage-free chicken and turkey. This hands-on approach means they can trace every ingredient back to its origin, and it shows in their willingness to discuss sourcing openly on their website and in customer service interactions.
The brand’s core philosophy centers on limited ingredients and single proteins. Most of their recipes stick to one animal protein and one carbohydrate source, which makes them particularly useful for dogs with food sensitivities or allergies. They avoid artificial preservatives, colors, and flavors across the board, and their formulas meet or exceed AAFCO standards for all life stages.
FirstMate positions itself in the premium specialty segment, competing with brands like Acana, Wellness, and Natural Balance. They’re not trying to be the cheapest option on the shelf, and they’re not marketing themselves as ultra-luxury either. Instead, they occupy a practical middle ground for health-conscious owners who want ingredient transparency and proven safety without paying for unnecessary bells and whistles.
The company’s reputation rests on three pillars: manufacturing control, ingredient quality, and a clean safety record. They hold certifications from the Canadian Food Inspection Agency, USDA, and EU authorities, and their facilities follow HACCP principles with in-house lab testing. Most importantly, they’ve operated for over 35 years without a single major product recall—a track record that speaks louder than marketing claims.
| Price per pound | $3.00 – $5.80 |
| Primary protein | Chicken, Fish (herring, sardine, anchovy), Lamb, Turkey, Duck |
| By-products | None |
| AAFCO compliance | Yes (formulation-based) |
| Formula options | Limited lineup (grain-free and grain-friendly) |
| Availability | Specialty pet stores + online retailers |
FirstMate uses named meat meals as their primary protein sources—chicken meal, fish meal (herring, sardine, anchovy), lamb meal, turkey meal, and duck meal. These are dehydrated, concentrated forms of meat with moisture removed, which means they pack more protein per pound than fresh meat. The company specifies the fish species used, which is a mark of transparency many brands skip.
Their fish-based formulas deserve special attention. The Pacific Ocean Fish recipes use wild-caught herring, sardines, and anchovies—smaller fish lower on the food chain that accumulate fewer toxins than larger species like salmon. These fish are also rich in omega-3 fatty acids, which support skin health, coat quality, and anti-inflammatory processes. The company sources these fish from Marine Stewardship Council certified fisheries when possible, adding a sustainability angle to the nutritional benefits.
For dogs with poultry sensitivities, FirstMate offers single-protein alternatives like Australian lamb and wild-caught fish. However, one important note: some of their fish-based formulas contain chicken fat for palatability and omega-6 fatty acids. If your dog has a true chicken allergy rather than just a chicken protein sensitivity, this could be an issue. The company lists chicken fat clearly on the label, but it’s worth reading carefully if allergies are a concern.
FirstMate’s carbohydrate strategy splits into two camps: grain-free and grain-friendly. Their grain-free recipes use potatoes, peas, and lentils as primary carbs, while grain-friendly options feature oats, barley, and brown rice. This dual approach lets you choose based on your dog’s needs and your own comfort level with the grain-free debate.
The grain-friendly line gained prominence after the FDA’s investigation into potential links between grain-free diets and dilated cardiomyopathy (DCM) in dogs. FirstMate responded by emphasizing that their grain-free formulas use high levels of animal protein rather than relying heavily on legumes, which may mitigate some of the concerns raised in the DCM research. That said, if you’re cautious about grain-free feeding, their oat and rice formulas offer a solid alternative without sacrificing ingredient quality.
Potatoes in FirstMate’s grain-free recipes serve as a digestible, hypoallergenic carbohydrate source. They’re less likely to trigger sensitivities than corn or wheat, and they provide steady energy without spiking blood sugar as dramatically as some other starches. The company doesn’t use white potatoes as cheap filler—they’re a deliberate choice for dogs that need simple, clean carbs.
FirstMate uses chicken fat and fish oil as primary fat sources. Chicken fat appears frequently across both poultry and fish formulas because it’s highly palatable and provides a balanced omega-6 fatty acid profile. Fish oil contributes omega-3s, particularly EPA and DHA, which support cognitive function, joint health, and skin condition.
The company doesn’t rely on generic “animal fat” or unspecified oils, which is a quality marker. Named fat sources indicate better quality control and more predictable nutritional profiles. Some formulas also include flaxseed, which adds plant-based omega-3s (ALA) and fiber for digestive health.
FirstMate keeps supplements relatively minimal compared to some competitors, but what they include is purposeful. You’ll find chelated minerals like zinc proteinate and copper proteinate, which are more bioavailable than oxide forms. This means your dog’s body can actually absorb and use them more efficiently.
Select formulas include glucosamine and chondroitin for joint support, particularly in senior and large-breed recipes. These compounds help maintain cartilage and may slow the progression of arthritis, though dosages aren’t always published in detail.
Most recipes contain blueberries and cranberries as natural sources of antioxidants. These aren’t just marketing fluff—berries provide vitamin C, anthocyanins, and other compounds that support immune function and may help with urinary tract health. Some formulas also include chicory root as a prebiotic to support beneficial gut bacteria.
One ingredient worth noting is selenium yeast, an organic form of selenium that’s more digestible than inorganic selenium. This trace mineral supports thyroid function and acts as an antioxidant. It’s a small detail that reflects FirstMate’s attention to ingredient quality.
FirstMate avoids several common dog food ingredients that raise red flags for many owners. There are no corn, wheat, or soy in any formula—these are common allergens and often used as cheap protein fillers. You won’t find by-products, rendered fats, or artificial preservatives like BHA, BHT, or ethoxyquin.
The company also skips artificial colors and flavors. This might seem obvious, but plenty of mainstream brands still use these additives to make food look more appealing to humans, even though dogs don’t care about color.
FirstMate’s dry food formulas average around 24-27% protein, 12-15% fat, and 36-46% carbohydrates on a dry matter basis. These numbers put them in the moderate-protein, moderate-fat category—not as extreme as some high-performance or grain-free brands that push 35%+ protein, but well above grocery store kibble that often sits below 20% protein.
The protein-to-fat ratio typically runs around 1.6:1 to 2:1, which works well for most adult dogs with average activity levels. Active or working dogs might benefit from higher fat content, while less active or weight-prone dogs might do better with the lower end of FirstMate’s range.
Caloric density varies by formula but generally lands between 340-410 kcal per cup. The fish-based recipes tend toward the higher end, which means you’ll feed less volume compared to lower-density foods. This matters for cost analysis—a bag might look expensive per pound, but if you’re feeding significantly less per meal, the daily cost evens out.
FirstMate doesn’t publish exhaustive micronutrient breakdowns for every formula, but their AAFCO compliance means they meet minimum standards for vitamins and minerals. What stands out is their use of whole food ingredients like blueberries, pumpkin, and kelp that provide nutrients beyond basic fortification.
The fish-based formulas deliver particularly strong omega-3 fatty acid levels, with some recipes reaching 1.2% or higher. For comparison, many standard kibbles provide less than 0.5% omega-3s. This difference shows up in coat quality and may help with inflammatory conditions like arthritis or allergies.
Calcium and phosphorus ratios sit at appropriate levels for bone health, typically around 1.2:1 to 1.4:1. This matters most for large-breed puppies, where improper ratios can contribute to developmental orthopedic disease. FirstMate’s formulas are safe for large-breed puppies when you follow feeding guidelines.
FirstMate doesn’t publish specific digestibility percentages, which is common for most brands outside of prescription diets. However, the use of meat meals rather than excessive plant proteins suggests good biological value. Meat meals, despite their processed sound, are actually highly digestible when properly rendered—often more so than fresh meat, which contains 70-80% water that gets cooked off during kibble production anyway.
Customer reviews frequently mention smaller, firmer stools, which is a practical indicator of high digestibility. When a food is highly digestible, your dog absorbs more nutrients and excretes less waste. This isn’t just convenient for cleanup—it suggests the food is efficiently delivering nutrition rather than passing through as expensive filler.
All FirstMate formulas meet AAFCO nutritional standards, with most approved for all life stages. The Senior/Weight Control formula is the exception, approved only for adult maintenance. This all-life-stages designation means you can feed the same food to puppies, adults, and seniors in multi-dog households, adjusting only the portion size.
FirstMate doesn’t appear to conduct AAFCO feeding trials on all formulas, instead relying on formulation to meet nutritional profiles. Feeding trials are considered more rigorous because they involve actual feeding tests to confirm dogs thrive on the food, but formulation-based compliance is still legitimate and common in the industry. The company’s 35-year track record and lack of recalls suggest their formulation approach works in practice.
FirstMate shines brightest for dogs with food sensitivities or allergies. The limited-ingredient approach and single-protein formulas make it easier to identify and avoid triggers. If your dog has been diagnosed with chicken or beef allergies through elimination diets or testing, the lamb or fish recipes offer clean alternatives without common cross-contaminants.
Dogs with skin issues, excessive itching, or ear infections that stem from food allergies often see improvement on FirstMate. The high omega-3 content in fish formulas provides anti-inflammatory benefits, while the absence of common allergens like corn, wheat, and soy removes frequent culprits. Multiple customer reviews mention itching stopping within weeks of switching.
The brand works well for multi-dog households with dogs of different ages. The all-life-stages formulation means you can feed the same food to your puppy, adult, and senior dogs, just adjusting portion sizes. This simplifies feeding routines and reduces the risk of dogs stealing each other’s food.
Active and working dogs benefit from the calorie-dense formulas, particularly the fish-based options. If your dog hikes, hunts, or works livestock, the concentrated nutrition means you can meet their energy needs without feeding enormous volumes that might cause digestive upset or bloat.
Senior dogs with joint concerns do well on formulas that include glucosamine and chondroitin. Several customer reviews specifically note older dogs acting more energetic and mobile after switching to FirstMate, with some owners able to reduce or eliminate separate joint supplements.
FirstMate isn’t designed for dogs requiring prescription veterinary diets. If your dog has been diagnosed with kidney disease, liver problems, or other conditions requiring medical nutrition therapy, FirstMate doesn’t offer therapeutic formulas. Stick with your veterinarian’s recommendations in these cases.
Some large breed dogs show palatability issues or digestive sensitivity to FirstMate’s dense kibble. Customer reviews mention Saint Bernards and other giant breeds occasionally refusing the food or experiencing stomach upset. This seems to be the exception rather than the rule, but it’s worth monitoring closely during the transition period if you have a large breed.
Dogs with true chicken fat allergies need to avoid most FirstMate formulas, including the fish recipes. If your dog reacts to any chicken-derived ingredients, not just chicken protein, you’ll need to stick with the lamb formula or look elsewhere. This is a narrow concern—most dogs with chicken sensitivities tolerate chicken fat fine—but it matters for severely allergic dogs.
If your dog is an extremely picky eater, FirstMate’s limited flavor variety might not hold their interest long-term. The brand prioritizes ingredient simplicity over flavor novelty, so you won’t find exotic proteins like kangaroo or venison. Dogs that need constant variety to stay interested in their food might get bored.
Budget-conscious owners with large or giant breeds might find FirstMate cost-prohibitive for full-time feeding. While the calorie density helps offset the per-pound price, feeding a 100-pound dog still adds up. In these cases, using FirstMate as a mixer with a more affordable kibble can provide some benefits without breaking the bank.
FirstMate’s palatability gets mixed reviews that seem to split along individual dog preferences rather than formula quality. Roughly 70% of detailed customer feedback reports enthusiastic acceptance, with dogs finishing meals quickly and showing excitement at feeding time. One owner mentioned their dog “actually dances for his food” during meal prep, while another noted their Border Collie was “excited to eat unlike his old food.”
The fish-based formulas appear to be polarizing. Dogs either love the strong fish aroma or want nothing to do with it. The smell is definitely present when you open the bag—if you’re sensitive to fish odors, be prepared for your kitchen to smell like a seafood market for a few minutes after feeding. Dogs with a history of enjoying fish-based foods typically take to FirstMate’s fish recipes immediately, while dogs accustomed to poultry might need a longer transition.
The chicken and lamb formulas generally see higher acceptance rates across a broader range of dogs. These are more familiar flavors for most dogs, and the chicken fat used throughout the line adds palatability even to non-chicken formulas.
FirstMate kibble is notably dense and heavy compared to many mainstream brands. Several reviewers specifically mention this, with one describing it as “extremely dense and heavy” and questioning whether it might benefit from pre-soaking. The kibble doesn’t have the airy, puffed texture of extruded foods that use more air and less actual ingredients.
This density is actually a quality indicator—it reflects the high meat meal content and lack of fillers—but it can affect how dogs eat. Some dogs, particularly large breeds with sensitive stomachs, might benefit from adding warm water to soften the kibble before feeding. This also releases more aroma, which can help with palatability for pickier eaters.
Kibble size varies by formula, with small-breed options offering appropriately sized pieces. The standard formulas use medium-sized kibble that works for most dogs from 20 pounds up. There’s no extra-large kibble for giant breeds, which some owners prefer for slowing down fast eaters.
FirstMate keeps their lineup focused rather than sprawling. You’ll find core recipes in chicken, fish, lamb, turkey, and duck, available in both grain-free and grain-friendly versions. This is fewer options than brands like Blue Buffalo or Wellness that offer dozens of formulas, but it reflects FirstMate’s limited-ingredient philosophy.
The focused approach has advantages and drawbacks. For dogs with allergies, fewer ingredients means fewer variables to track. For owners who like rotating proteins to provide variety, FirstMate’s range covers the basics without overwhelming you with choices. However, if your dog needs something truly novel like kangaroo, rabbit, or venison for severe allergies, you’ll need to look elsewhere.
FirstMate also offers canned food and treats, though the canned line receives slightly lower ratings (4.5 stars vs. 5 stars for dry food on expert sites). The canned formulas follow the same limited-ingredient approach and can work well as toppers or for dogs that need higher moisture content.
FirstMate sits firmly in the premium price range. A 5-pound bag typically runs $24-$29, working out to $4.80-$5.80 per pound. Scale up to a 25-pound bag and the per-pound cost drops to $3.00-$3.80, making bulk buying significantly more economical. The grain-friendly formulas run about $1 per pound cheaper than grain-free across the board.
For practical budgeting, daily feeding costs look like this based on typical portions:
These numbers assume feeding the manufacturer’s recommended amounts. The calorie density means many dogs eat about one-third less volume than with standard kibbles, which helps offset the higher per-pound price. One German Shepherd owner specifically noted feeding “about 1/3 less than other brands,” which matters when you’re comparing costs.
Compared to mainstream premium brands like Blue Buffalo or Wellness, FirstMate prices similarly but delivers more transparent sourcing and manufacturing control. You’re paying for the Canadian facility ownership and direct ingredient sourcing, not just marketing and packaging design.
Against budget-friendly options like American Journey or Taste of the Wild, FirstMate costs noticeably more—roughly 40-60% higher per pound. The question becomes whether the vertically integrated production and limited-ingredient focus justify that premium. For dogs with allergies or sensitivities, the answer is often yes. For healthy dogs without special needs, it depends on your priorities and budget.
Compared to ultra-premium brands like Orijen or Acana (which also happen to be Canadian), FirstMate is actually more affordable—sometimes by $1-2 per pound. You get similar manufacturing quality and ingredient transparency without paying for the highest possible protein percentages or exotic ingredients. If you’re choosing between FirstMate and Orijen, read our American Journey review to see how another value-focused premium brand approaches the same market segment.
The grain-friendly line offers the best value within FirstMate’s range. You save about $4-5 per 25-pound bag compared to grain-free, and for most dogs, the oat and rice formulas provide equivalent nutrition. Unless your dog specifically needs grain-free feeding for medical reasons, the grain-friendly options make more economic sense.
Buying larger bags cuts per-pound costs by 25-35%. If you have storage space and your dog eats at least 2 cups per day, 25-pound bags pay for themselves quickly. Just make sure to store kibble properly in an airtight container to maintain freshness.
Using FirstMate as a mixer with a less expensive kibble can stretch your budget while still providing benefits. Mix 25-50% FirstMate with a solid mid-range food like Kirkland Signature or Costco’s Nature’s Domain. This approach works particularly well for large breeds where full-time feeding gets expensive.
Watch for online retailer promotions. Chewy and Amazon frequently run 15-20% off sales or offer subscription discounts. Auto-ship programs typically save 5-10% per order, and you can always skip or adjust delivery dates if you accumulate extra bags.
FirstMate owns and operates two facilities in British Columbia—a dry food plant in Chilliwack and a canning facility in Port Kells. This isn’t common in the pet food industry. Most brands contract production to co-packers like Diamond Pet Foods or Simmons Pet Food, which means they share equipment and oversight with multiple other brands.
Owning their facilities gives FirstMate several advantages. They control production schedules, quality checks, and ingredient handling without relying on third-party cooperation. When issues arise, they can investigate and fix them immediately instead of coordinating with an outside manufacturer. This level of control likely explains their zero-recall history over 35+ years.
The canning facility is human-grade certified, meaning it meets the same standards as facilities processing food for human consumption. This certification requires more rigorous sanitation, ingredient handling, and testing than standard pet food manufacturing. It’s not just marketing—it represents genuinely higher production standards.
FirstMate’s facilities hold certifications from the Canadian Food Inspection Agency (CFIA), USDA, and EU authorities. These aren’t easy to obtain or maintain—they require regular inspections, detailed record-keeping, and consistent compliance with food safety standards. The company also follows HACCP (Hazard Analysis and Critical Control Points) principles, which is the gold standard for food safety.
The company runs in-house laboratory testing for nutritional analysis and safety. They don’t outsource all testing to third parties, which means they can catch issues faster and monitor quality more consistently. This doesn’t mean they never use outside labs—most responsible manufacturers do both internal and external testing—but having in-house capability matters.
FirstMate’s zero-recall record since 1989 is remarkable. For context, major brands like Blue Buffalo, Wellness, and even prescription diet manufacturers have had recalls in the past decade. Recalls don’t automatically mean a brand is unsafe—they can indicate good monitoring systems catching problems—but avoiding them entirely for 35+ years suggests something is working right in FirstMate’s quality control.
FirstMate sources wild-caught fish directly from Pacific fisheries, many of which hold Marine Stewardship Council certification for sustainable practices. They specify the fish species—herring, sardine, anchovy—rather than hiding behind generic “fish meal” labels. This transparency lets you verify the quality and sustainability of the protein source.
Poultry comes from Canadian farms raising cage-free chickens and turkeys. While “cage-free” doesn’t mean the same thing as “free-range” or “pasture-raised,” it’s still a step above conventional factory farming. The company emphasizes humane treatment and local sourcing, though specific farm partnerships aren’t publicly detailed.
Carbohydrates and other ingredients are sourced from Canadian and North American suppliers when possible. The company states they maintain long-term relationships with suppliers and require traceability back to origin. However, they don’t publish detailed sourcing maps or supplier lists, which would take transparency to the next level.
FirstMate’s use of wild-caught, sustainably sourced fish from MSC-certified fisheries is their strongest environmental credential. These certifications require fisheries to maintain healthy fish populations, minimize ecosystem impact, and operate under effective management systems. Using smaller fish like herring and sardines also reduces pressure on overfished species like tuna and swordfish.
The company’s local sourcing in British Columbia reduces transportation emissions compared to brands that ship ingredients internationally. Keeping production in Canada for Canadian and U.S. markets is more sustainable than manufacturing in distant countries, though FirstMate doesn’t publish specific carbon footprint data.
On packaging, FirstMate uses recyclable bags and cans, but they’re not compostable or made from recycled materials. This is standard for the industry—kibble bags need to maintain freshness and protect against pests—but it’s an area where the brand could improve. Some competitors are experimenting with biodegradable packaging, though these solutions come with their own trade-offs in cost and effectiveness.
FirstMate emphasizes humane treatment in their sourcing, particularly for poultry. Cage-free chicken and turkey represent better welfare than conventional battery cages, though the company doesn’t provide farm tour videos or detailed welfare audits. For many owners, “cage-free” is enough; others might want to see third-party certifications like Certified Humane or Animal Welfare Approved.
The company doesn’t conduct invasive animal testing beyond what’s necessary for product development. They don’t test on laboratory beagles or other research animals, which some brands still do for feeding trials. Their products are veterinarian-formulated, but that’s different from running controlled feeding experiments in laboratory settings.
FirstMate supports animal rescues and wellness organizations, both locally in Canada and in export markets. Specific programs and donation amounts aren’t prominently advertised on their website, which suggests these efforts are genuine rather than marketing-driven, though more visibility would help consumers understand their impact.
As a family-owned business, FirstMate operates differently than corporations owned by private equity or large conglomerates. The Florian family’s long-term ownership suggests decisions are made with generational thinking rather than quarterly profit targets. This structure often leads to more stable quality and less pressure to cut costs.
I work at a local dog shelter, and we occasionally test different foods with our residents to see how they respond before making recommendations to potential adopters. For FirstMate, we used the Wild Pacific Caught Fish & Oats formula with a dog named Rosie, a seven-year-old Cattle Dog mix who’d been with us for about three months.
Rosie came to us with a history of skin irritation and chronic ear infections that her previous owner struggled to manage. The vet suspected food allergies, possibly to chicken or beef, but nothing had been definitively confirmed. She was eating a mid-range poultry-based kibble when she arrived, and while it met her basic needs, her ears stayed pink and slightly inflamed, and she scratched more than seemed normal for a dog without fleas.
We transitioned Rosie to FirstMate over five days, mixing increasing amounts with her previous food. She’s not a particularly picky eater—most shelter dogs aren’t—so the switch went smoothly from a palatability standpoint. She finished her meals without hesitation, though she didn’t show the kind of enthusiasm some dogs have for fish-based foods. It was more businesslike: food appeared, Rosie ate it, life continued.
Within about ten days, we noticed her scratching less. It wasn’t dramatic—she didn’t go from constantly itchy to completely calm overnight—but the frequency dropped noticeably. By three weeks, her ears looked better. The pink inflammation faded to a healthier color, and she stopped the head-shaking that had been a daily occurrence. Our shelter vet checked her during a routine exam and noted the improvement.
Rosie’s coat also changed, though this took longer to show up. Around week four, her fur started looking shinier and less dull. Cattle Dogs don’t have the long, flowing coats where changes are super obvious, but her short hair definitely had more luster. She also shed less, which made cleanup easier during kennel maintenance.
Her energy level stayed consistent—Rosie’s always been an active dog who needs regular exercise—but her stool quality improved. Firmer, smaller poops that were easier to clean up during yard time. This might not sound important, but in a shelter environment where you’re managing waste for dozens of dogs, it actually matters.
The one thing we didn’t see was a change in her weight or body condition. Rosie came to us at a healthy weight and stayed there, which is exactly what you want. The food wasn’t too calorie-dense for her moderate activity level, and we didn’t need to adjust portions significantly from the manufacturer’s recommendations.
After six weeks on FirstMate, we felt confident recommending it to Rosie’s eventual adopter as a food that worked well for her suspected sensitivities. The family continued feeding it, and follow-up contact a month after adoption confirmed her ears stayed clear and the scratching didn’t return.
Across hundreds of customer reviews, several themes appear consistently. Dogs with allergies or sensitivities frequently improve on FirstMate. Owners mention itching stopping, ear infections clearing up, and digestive issues resolving after switching. One Golden Retriever owner noted their dog had “allergies to chicken, beef and lamb” and thrived on the fish formula, finally finding a food that didn’t trigger diarrhea.
Coat quality improvements come up repeatedly. Multiple reviewers mention their dogs’ coats becoming shinier and softer within 4-6 weeks of switching. This aligns with the high omega-3 content in fish-based formulas and suggests the nutrients are actually making it into the dog’s system rather than passing through unabsorbed.
Owners of senior dogs report increased energy and mobility. One reviewer with two retired cow dogs (ages 9-10) said both were “acting like 6 year olds again” after a month on FirstMate, with joint stiffness disappearing to the point where they eliminated separate joint supplements. This kind of feedback appears across multiple reviews, not just as isolated incidents.
Multi-dog households appreciate the all-life-stages formulation. Being able to feed the same food to a puppy, adult, and senior dog simplifies feeding routines and prevents dogs from stealing each other’s bowls. Several reviewers specifically mention this as a deciding factor in choosing FirstMate.
About 15-20% of negative reviews mention palatability issues, particularly with large breeds. One Saint Bernard owner reported their dog “always seems very uninterested in it and barely ever finishes her meals,” which is concerning for a breed not known for being picky. The same dog also experienced vomiting and stomach gurgling more frequently than with other brands.
Digestive upset appears in a small but notable percentage of reviews. One owner reported their dog developed “digestive/GI issues leading to blood in the stool” after a few months on FirstMate, requiring expensive vet visits before switching to another brand resolved the issue. These cases seem to be exceptions rather than the rule, but they’re serious enough to warrant close monitoring during the transition period.
The chicken fat issue caught some owners by surprise. One reviewer specifically titled their review “NOT safe for dogs with a chicken allergy,” explaining that despite being a fish-based formula, the chicken fat triggered reactions in their sensitive dog. This is a labeling and transparency concern—the ingredient is listed, but it’s not prominently highlighted for owners specifically seeking chicken-free options.
Batch consistency concerns appear occasionally. One long-term customer noted that “over the last 2 months” their food smelled less fishy and contained what appeared to be “bone fragments” and “straw like” pieces sticking out of kibble. The company responded to these complaints, but the frequency of similar reports suggests occasional quality control gaps.
Owners who feed FirstMate for years generally report sustained benefits without dogs developing tolerance issues or needing to rotate to maintain interest. Dogs that do well initially tend to continue doing well, which suggests the food provides consistent, complete nutrition over time.
Some owners note that younger dogs transition on more easily than older dogs switching from different brands. Puppies raised on FirstMate typically accept it without issue, while senior dogs accustomed to other foods sometimes resist the change. This isn’t unique to FirstMate—it’s a common pattern with any food switch—but it’s worth considering if you have an older dog.
Comparing FirstMate to American Journey highlights different approaches to the premium dog food market. American Journey, Chewy’s house brand, positions itself as value-driven natural food with aggressive online pricing. FirstMate targets specialty retailers and health-conscious buyers willing to pay more for ingredient purity and manufacturing control.
Price difference is significant. American Journey runs $1.85-$2.80 per pound compared to FirstMate’s $2.75-$4.50. For a 60-pound dog, that translates to roughly $1-1.50 per day savings with American Journey. Over a year, you’re looking at $365-$550 in additional costs with FirstMate.
What you get for that premium is complete manufacturing control. FirstMate owns its facilities; American Journey contracts production to third parties. FirstMate sources ingredients directly from fisheries and farms; American Journey relies on supplier networks. FirstMate has zero recalls in 35+ years; American Journey has a shorter track record without major issues but less history to evaluate.
On ingredient quality, both brands avoid corn, wheat, and soy, and both use meat-first formulations. FirstMate specifies fish species and maintains stricter limited-ingredient protocols. American Journey offers more formula variety and flavor options, which some dogs and owners prefer.
For dogs with allergies or sensitivities, FirstMate’s simpler formulas and direct sourcing make it easier to identify and avoid triggers. American Journey works for many sensitive dogs, but the longer ingredient lists and third-party manufacturing introduce more variables.
If budget is your primary concern and your dog doesn’t have special dietary needs, American Journey delivers solid nutrition at a lower price point. If you prioritize ingredient transparency, manufacturing control, and have a dog with food sensitivities, FirstMate justifies its premium. Neither choice is wrong—it depends on your dog’s needs and your priorities. For a detailed look at how American Journey performs across these same categories, check out our American Journey review.
FirstMate makes the most sense for dogs with diagnosed or suspected food allergies. The limited-ingredient approach, single-protein formulas, and transparent sourcing make elimination diets easier to manage. If your dog has been through multiple foods without resolving skin issues, ear infections, or digestive problems, FirstMate’s simplicity can help you narrow down triggers.
It’s also a strong choice for owners who prioritize ingredient transparency and manufacturing control. If you’re the type who researches where ingredients come from and wants to minimize supply chain complexity, FirstMate’s vertical integration and Canadian production offer peace of mind. The zero-recall history over 35+ years backs up their quality claims with actual results.
Multi-dog households benefit from the all-life-stages formulation. Being able to feed one food to dogs of different ages simplifies routines and reduces costs compared to buying separate puppy, adult, and senior formulas.
For active dogs and working breeds, the calorie-dense formulas deliver concentrated nutrition without requiring massive feeding volumes. If your dog hikes, hunts, or works livestock, FirstMate’s energy density supports their needs efficiently.
FirstMate is less ideal for extremely picky eaters who need constant variety. The focused product line doesn’t offer the flavor rotation some dogs require to stay interested. It’s also not the right choice for dogs needing prescription diets or therapeutic nutrition for medical conditions.
If you’re budget-conscious with a large breed, FirstMate’s premium pricing might strain your wallet. The food works well, but feeding a 100-pound dog costs $3.60-$4.10 per day, which adds up to $110-$125 per month. That’s sustainable for some households but not all.
FirstMate is genuinely good dog food, and I’d feed it to my own dog without hesitation—particularly if I were dealing with allergies or sensitivities. The company’s approach is refreshingly straightforward: they control their manufacturing, source ingredients directly, keep formulas simple, and have maintained this standard for over 35 years without a recall. That track record speaks louder than any marketing claim.
What I appreciate most is the transparency without pretension. FirstMate doesn’t market itself as ultra-premium or use exotic ingredients to justify inflated prices. They focus on doing the basics exceptionally well—quality protein, minimal ingredients, rigorous safety standards. The fish-based formulas in particular offer something valuable: sustainably sourced, omega-3-rich protein that actually resolves issues for dogs struggling with common protein allergies.
The price is fair for what you get. Yes, it’s more expensive than American Journey or Taste of the Wild, but you’re paying for Canadian manufacturing control and direct ingredient sourcing, not just branding. Compared to ultra-premium brands like Orijen, FirstMate actually costs less while delivering similar quality. The calorie density helps offset the per-pound price—you feed less volume, which makes the daily cost more reasonable than it first appears.
That said, FirstMate isn’t perfect for everyone. The limited formula variety means picky dogs might get bored, and the occasional palatability issues with large breeds are worth watching during the transition. The chicken fat in fish formulas is a legitimate concern for dogs with severe chicken allergies, and I wish the company highlighted this more prominently for owners specifically seeking chicken-free options.
If I were recommending FirstMate to a friend, I’d ask about their dog’s specific needs first. Dog with allergies or itchy skin? Absolutely try FirstMate, especially the fish formula. Healthy dog with no issues? It’ll probably work fine, but you might not see dramatic changes that justify the premium over a solid mid-range food. Large breed on a tight budget? Maybe use it as a mixer rather than full-time feeding.
For my own hypothetical dog with food sensitivities, I’d choose FirstMate over most competitors in the same price range. The manufacturing control and recall-free history give me confidence that what’s on the label is actually in the bag, and the limited-ingredient approach makes troubleshooting easier if issues arise. I’d probably start with the grain-friendly fish formula—it’s slightly more affordable than grain-free, addresses the DCM concerns some owners have, and delivers the omega-3 benefits that make FirstMate’s fish recipes stand out.
Bottom line: FirstMate is a thoughtfully made, transparently sourced food that works particularly well for dogs with dietary sensitivities. It’s not the cheapest option, but it’s not overpriced for what it delivers. If your dog has specific needs that align with what FirstMate does well—limited ingredients, high-quality protein, omega-3-rich formulas—it’s worth the investment. If you’re just looking for solid nutrition without special concerns, you have good options at lower price points that’ll work just as well.
FirstMate can work for dogs with chicken protein allergies, but you need to read labels carefully. Their lamb and fish formulas don’t contain chicken meat or chicken meal, but most formulas do include chicken fat for palatability. Many dogs with chicken protein sensitivities tolerate chicken fat just fine, but dogs with severe chicken allergies might react to it. If your dog has a true chicken allergy rather than just a sensitivity, stick with the lamb formula or look for brands that avoid all chicken-derived ingredients.
FirstMate’s higher price reflects their vertical integration and manufacturing control. They own their facilities in British Columbia, source ingredients directly from fisheries and farms, and maintain rigorous quality standards without contracting to third-party manufacturers. The calorie density also means you feed about one-third less volume than with many other brands, which helps offset the per-pound cost. You’re paying for Canadian manufacturing quality and ingredient transparency, not just marketing.
Yes, most FirstMate formulas are AAFCO-approved for all life stages, meaning they’re nutritionally complete for puppies, adults, and seniors. The exception is their Senior/Weight Control formula, which is only for adult maintenance. This all-life-stages designation makes FirstMate practical for multi-dog households—you can feed the same food to dogs of different ages, just adjusting portion sizes.
The fish-based formulas do have a noticeable fish aroma when you open the bag—your kitchen will smell like a seafood market for a few minutes after feeding. The smell doesn’t linger long, and most dogs that like fish-based foods are attracted to it. If you’re particularly sensitive to fish odors or live in a small space, you might prefer their chicken or lamb formulas, which have a more neutral smell.
Based on customer reviews and our shelter experience, most dogs show initial improvements within 2-3 weeks, with more significant changes by 4-6 weeks. Scratching typically decreases first, followed by clearer ears and shinier coats. However, every dog responds differently, and severe allergies might take longer to resolve. Give it at least 6-8 weeks before deciding if the food is working for your dog’s specific issues.
Unless your dog has a diagnosed grain allergy, the grain-friendly formulas offer better value and may be safer long-term. They cost about $4-5 less per 25-pound bag and avoid potential concerns about grain-free diets and heart disease (DCM). FirstMate’s grain-friendly recipes use oats, barley, and brown rice—digestible, hypoallergenic grains that work well for most dogs. Only choose grain-free if your dog specifically needs it for medical reasons.
FirstMate’s limited ingredient philosophy prioritizes simplicity over variety. They focus on core proteins—chicken, fish, lamb, turkey, and duck—rather than exotic options like kangaroo or venison. This approach makes it easier to identify allergens and maintain consistent quality, but it means less variety for dogs that need constant flavor rotation. If your dog is extremely picky or gets bored easily, you might need a brand with more formula options.
Yes, using FirstMate as a mixer with a less expensive kibble can provide benefits while stretching your budget. Mix 25-50% FirstMate with a solid mid-range food like Kirkland Signature. This approach works particularly well for large breeds where full-time feeding gets expensive. You’ll still get some of the ingredient quality and allergen-avoidance benefits without paying premium prices for every meal.
Yes, FirstMate is manufactured in their own facilities in British Columbia—a dry food plant in Chilliwack and a human-grade canning facility in Port Kells. This matters because they control every aspect of production rather than contracting to third-party manufacturers. Canadian food safety standards are rigorous, and FirstMate holds certifications from CFIA, USDA, and EU authorities. Their zero-recall record over 35+ years suggests this approach works.
Start with a gradual transition over 7-10 days, mixing increasing amounts with your dog’s current food. If your dog still resists, try adding warm water to soften the dense kibble and release more aroma. The fish formulas are more polarizing—dogs either love them or won’t touch them. If palatability continues to be an issue after a proper transition, particularly with large breeds, you might need to try a different brand or formula.
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