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
• Perdue Family Connection Provides Real Value: The brand’s vertical integration with Perdue Farms delivers genuine human-grade meat sourcing and quality control at prices 30-50% lower than comparable premium competitors like Ziwi Peak.
• Limited But Focused Product Range: Only three proteins (chicken, beef, turkey) in two formats with no puppy, senior, or therapeutic options—excellent for healthy adults but inadequate for specialized nutritional needs.
• Strong Palatability Drives Feeding Success: Dogs consistently show increased mealtime enthusiasm and engagement, with particularly notable success converting picky eaters who previously showed little interest in kibble-based diets.
• Cost Becomes Prohibitive for Large Dogs: Daily feeding costs range from $0.60-$2.10 for small dogs but jump to $3.20-$11.20 for 60-pound dogs, making mixed feeding strategies necessary for bigger breeds.
• Clean Safety Record With Digestive Benefits: No federal recalls in over a decade plus consistent user reports of improved stool quality and reduced digestive issues during transition periods.
Full Moon entered the pet food scene with a clear mission: to prove that dogs deserve the same quality of food we’d serve at our own dinner tables. Founded in 2011 by Ryan Perdue—yes, from that Perdue family—the brand launched with human-grade jerky treats before expanding into complete nutrition options in 2022. What sets Full Moon apart from the crowded premium pet food market is its direct connection to Perdue Farms, giving it access to ethically raised, USDA-inspected meats from family farms across the United States.
The brand’s philosophy centers on transparency and simplicity. Full Moon promises no cheap fillers, no artificial preservatives, and no mystery ingredients—just real meat, recognizable vegetables, and minimal processing. It’s the kind of approach that resonates with dog owners who’ve spent too many hours squinting at ingredient panels trying to decode what “poultry by-product meal” actually means.
In December 2022, Full Moon took its first major step beyond treats with Freshly Crafted, a line of frozen dog food slow-cooked in small batches and flash-frozen to preserve nutrients. Then in June 2025, the brand launched Pure Protein, an air-dried formula that won “Air-Dried Dog Food Product of the Year” at the 2025 Pet Innovation Awards. This recognition came remarkably quickly after launch, signaling strong industry reception to Full Moon’s entry into the shelf-stable premium category.
What makes Full Moon particularly interesting is its vertical integration with Perdue Farms. This isn’t just a licensing deal or a celebrity endorsement—it’s a genuine family business extension that gives the brand control over sourcing and quality from farm to bowl. That connection allows Full Moon to offer human-grade nutrition at price points that undercut many competitors in the air-dried and frozen categories, sometimes by as much as 50% compared to brands like Ziwi Peak or Stella & Chewy’s.
The brand positions itself squarely in the premium segment but with a twist: it wants to make human-grade nutrition accessible to more dog owners, not just those willing to drop $15 per pound on dog food. It’s an ambitious goal that requires balancing quality with affordability—a tightrope walk that not every premium brand can manage. Considering a comparison with another specialty brand? Check out our Go Solutions review to see how different approaches to premium nutrition stack up.
Full Moon’s reputation in the market is generally solid. The brand has maintained a clean safety record with no federal recalls in over a decade, and customer ratings consistently hover in the 4.1 to 4.8 range across major retailers. That said, the brand is still relatively small compared to giants like Purina or Mars, which together control nearly half the U.S. dog food market. Full Moon’s strength lies in its niche: dog owners who want premium ingredients and transparency but need more convenience than raw feeding and more affordability than ultra-premium frozen brands.
Full Moon doesn’t mess around when it comes to protein. The Pure Protein air-dried line delivers on its name with formulas containing 90% muscle and organ meat. We’re talking about real, named meats—free-range chicken, ranch-raised beef, and homestead turkey—not generic “poultry meal” or “meat by-products.” This is the kind of ingredient transparency that makes label-reading actually pleasant for a change.
The Freshly Crafted frozen line follows the same philosophy, using whole cuts of meat as the foundation of each recipe. These aren’t reconstructed protein sources or heavily processed meals—they’re recognizable chunks of meat that look like something you’d pull out of your own refrigerator. The brand sources these proteins from Perdue family farms, which raises animals following USDA standards without antibiotics. That’s a meaningful distinction in an industry where “natural” can mean almost anything.
What’s notably absent? Meat meals, poultry by-product meals, and anonymous protein sources. Full Moon commits to human-grade standards, which means every ingredient must be sourced and processed in facilities that meet USDA requirements for human food. This isn’t just marketing fluff—it’s a regulatory standard that requires genuine compliance.
Full Moon keeps carbohydrates minimal and recognizable. You’ll find sweet potatoes, blueberries, and occasional vegetables like carrots and spinach, but you won’t find corn, wheat, or soy anywhere in the ingredient lists. The carbohydrate content sits notably low—around 5-8% in the air-dried Pure Protein line and 10-15% in the frozen Freshly Crafted meals.
This low-carb approach aligns with the brand’s emphasis on meat-forward nutrition, though it does mean you’re paying premium prices primarily for protein rather than getting calories stretched with cheaper grain fillers. For dogs with grain sensitivities or those thriving on high-protein diets, this is exactly what you want. For budget-conscious owners of large, active dogs who need serious caloric density, it can get expensive quickly.
The fat profile comes primarily from the meat itself, supplemented with fish oil to boost omega-3 fatty acid content. This combination supports skin and coat health, joint function, and cognitive development—all the things we expect from premium dog food. The Pure Protein line delivers around 20% fat on an as-fed basis, while Freshly Crafted comes in around 17%.
Full Moon adds antioxidants through whole food sources—blueberries and sweet potatoes rather than synthetic additives. Rosemary appears occasionally as a natural preservative, which has raised some eyebrows in online forums. Some dogs show sensitivity to rosemary extract, particularly in treat formulations, though this seems less common in the complete meal lines.
What you won’t find: artificial preservatives, colors, flavors, glycerin, or any of the usual suspects that make ingredient-conscious owners nervous. The brand also skips probiotics and prebiotics, which some competitors include for digestive support. Whether that’s a meaningful omission depends on your dog’s specific needs.
| Price per pound | $6-9 (air-dried), $8-10 (frozen) |
| Primary protein | Chicken, Beef, Turkey |
| By-products | None |
| AAFCO compliance | Yes (formulated to meet profiles) |
| Formula options | 2 product lines (6 total recipes) |
| Availability | Pet specialty stores + online retailers |
Full Moon rounds out its formulas with a vitamin and mineral supplement pack designed to meet AAFCO nutritional standards. The exact composition isn’t published in granular detail, which is fairly standard for the industry but still leaves some transparency gaps for the truly obsessive label readers among us.
The brand emphasizes that these supplements are “ultra-pure human-grade vitamins,” which sounds reassuring but doesn’t tell us much about bioavailability or specific dosing. Without published amino acid profiles or detailed micronutrient breakdowns, we’re taking the brand at its word that the formulas meet nutritional completeness standards.
Full Moon’s ingredient philosophy is clearly built on subtraction rather than addition—they’re proud of what they leave out as much as what they include. No grains, no fillers, no artificial anything. For dogs with sensitivities or owners seeking minimal processing, this approach makes sense.
However, this simplicity comes with trade-offs. There are no breed-specific formulations, no life-stage varieties beyond “adult maintenance,” and no functional ingredients targeting specific health concerns like joint support (glucosamine/chondroitin) or digestive health (probiotics). If your dog needs specialized nutrition, Full Moon’s focused lineup might feel limiting compared to brands offering dozens of targeted formulas.
Full Moon’s nutritional profile leans heavily toward high protein and moderate-to-high fat, which makes sense given the meat-forward formulation. The Pure Protein air-dried line delivers approximately 31% crude protein on an as-fed basis, with around 20% fat. When you account for the low moisture content (roughly 10%), the guaranteed analysis on a dry matter basis pushes even higher—we’re looking at protein levels in the high 30s to low 40s percentage-wise.
The Freshly Crafted frozen line contains about 30% protein and 17% fat as fed, but with significantly higher moisture content (around 65%), the dry matter protein sits in a similar range to the air-dried formula. This means both product lines deliver comparable protein density relative to their actual nutritional content, just in different physical formats.
Caloric density varies considerably between formats. The Pure Protein air-dried meals pack roughly 2,800-3,200 kcal/kg, making them extremely energy-dense—a small volume delivers substantial calories. The frozen Freshly Crafted meals come in around 1,400-1,650 kcal/kg, which is typical for high-moisture foods. Practically speaking, this means you’ll feed significantly smaller portions of the air-dried formula compared to the frozen option.
Full Moon markets its products as nutritionally complete for adult maintenance and claims to meet or exceed AAFCO Dog Food Nutrient Profiles. However, there’s no public evidence that Full Moon conducts AAFCO feeding trials—the gold standard for verifying nutritional adequacy through actual long-term feeding studies.
Instead, the brand appears to formulate to meet AAFCO nutrient profiles, which is the more common (and less rigorous) approach in the industry. This means the recipes are designed on paper to contain the right balance of nutrients, but they haven’t been proven through controlled feeding trials to support health over time. For most healthy adult dogs, this distinction probably doesn’t matter much. For puppies, seniors, or dogs with specific health concerns, the lack of feeding trial validation is worth noting.
Full Moon references a 2021 study from the Journal of Animal Science in some promotional materials, claiming that human-grade foods are more digestible than conventional kibble. That research is legitimate and does suggest meaningful digestibility advantages for minimally processed, whole-food diets. However, Full Moon hasn’t published specific digestibility data for its own products—no protein digestibility percentages, no dry matter digestibility coefficients, no biological value scores.
What we can reasonably infer: the use of whole muscle meat, organ meat, and minimal processing likely translates to good digestibility for most dogs. Whole food protein sources are generally more bioavailable than heavily processed meals or plant-based proteins. The low-heat cooking and air-drying processes Full Moon uses are designed to preserve nutrient integrity, which theoretically supports better absorption.
In practical terms, many user reviews mention smaller, firmer stools after switching to Full Moon—a common indicator of improved digestibility. When more of the food is actually absorbed and used by the body, less comes out the other end. That’s not scientific proof, but it’s consistent with what we’d expect from high-quality protein sources.
Full Moon includes omega-3 and omega-6 fatty acids through fish oil and the natural fat content of the meat, which supports skin, coat, joint, and cognitive health. The addition of antioxidant-rich ingredients like blueberries and sweet potatoes provides some vitamins C and E, along with beneficial phytonutrients.
What’s missing from the public data: specific quantities of these micronutrients, ratios of omega-6 to omega-3 (important for managing inflammation), and detailed mineral profiles. Full Moon adds a vitamin and mineral supplement to meet AAFCO standards, but without published breakdowns, we can’t evaluate whether the brand goes beyond minimum requirements or hits optimal levels for specific health outcomes.
There are no added probiotics, prebiotics, glucosamine, or chondroitin—ingredients you’ll find in many competitor formulas targeting digestive or joint health. Whether that’s a problem depends on your dog’s needs. For a healthy adult dog, these additions may be nice-to-haves rather than necessities. For senior dogs or those with joint issues, you might need to supplement separately.
Full Moon hits the sweet spot for several types of dogs and owners. If your dog is a picky eater who turns their nose up at kibble, the visible chunks of real meat and the smell of actual food (not processed pellets) often work wonders. Multiple user reviews specifically mention success with dogs who previously showed little interest in mealtimes.
Dogs with mild grain sensitivities or those thriving on high-protein diets tend to do well on Full Moon. The naturally grain-free formulation and meat-forward approach align with what many veterinarians and nutritionists recommend for dogs with food sensitivities. The minimal ingredient lists also make it easier to identify and eliminate potential allergens if your dog has known sensitivities.
For active adult dogs who need dense nutrition without excessive volume, the Pure Protein air-dried line is particularly appealing. The high caloric density means you can meet energy needs with smaller portions, which is practical for dogs who don’t have enormous appetites but burn through calories quickly. Working dogs, agility competitors, and high-energy breeds often benefit from this type of concentrated nutrition.
Full Moon also makes sense for owners who value ingredient transparency and ethical sourcing but need more convenience than raw feeding or home cooking. The frozen Freshly Crafted line delivers that home-cooked quality without the prep work, while the air-dried Pure Protein offers shelf stability without refrigeration requirements.
Full Moon’s product lineup has some notable gaps that make it unsuitable for certain life stages and health conditions. There are no puppy formulas, no senior-specific recipes, and no veterinary therapeutic diets. If you have a growing puppy who needs carefully balanced calcium and phosphorus for proper bone development, or a senior dog with joint issues who could benefit from added glucosamine, you’ll need to look elsewhere.
Dogs with specific medical conditions requiring prescription diets—kidney disease, liver problems, severe food allergies necessitating hydrolyzed protein—won’t find appropriate options in Full Moon’s lineup. The brand focuses on healthy adult maintenance, not therapeutic nutrition.
For owners of large or giant breed dogs, the cost can become prohibitive quickly. A 100-pound dog might need 2,400+ calories per day, which translates to substantial daily feeding costs—potentially $5-7 per day for Pure Protein or $10-16 per day for Freshly Crafted. That’s $150-$480 per month, which is simply not feasible for many households.
If your dog has shown sensitivity to rosemary extract, proceed with caution. While this ingredient appears more prominently in Full Moon’s treat lines (where some users have reported GI upset), it occasionally shows up as a natural preservative in the food formulas as well. Dogs with known sensitivities should be monitored closely during any transition.
Small dogs (under 20 pounds) can often thrive on Full Moon without breaking the bank. Daily feeding costs for a 10-pound dog might run $0.60-$2.10 depending on the product line, which is manageable for most budgets. The pre-portioned convenience of both frozen and air-dried formats works particularly well for small dogs, where precise portion control matters more.
Medium dogs (20-50 pounds) represent Full Moon’s sweet spot. The brand’s pricing and portion sizes align well with the needs of dogs in this range, offering premium nutrition without extreme costs. Daily feeding expenses typically run $1.80-$6.30 depending on format and recipe choice.
Large and giant breeds face the biggest challenges with Full Moon. While the nutrition itself is appropriate, the volume and cost required for a 60-100+ pound dog can be substantial. A mixed feeding approach—using Full Moon as a topper or rotating it with a less expensive base kibble—might be more practical for these sizes.
One of Full Moon’s strongest selling points is how dogs actually respond to the food. User reviews consistently describe dogs as “excited,” “enthusiastic,” and “engaged” at mealtime—words you don’t often hear about kibble. The frozen Freshly Crafted line, in particular, gets praise for visible chunks of meat and vegetables that look genuinely appetizing.
The Pure Protein air-dried formula has a tender, jerky-like texture that many dogs find irresistible. Unlike hard kibble that some dogs reluctantly crunch through, the air-dried pieces are easy to chew and have a strong meat smell that gets tails wagging. Some owners report their dogs literally dancing around the bowl while meals are being prepared—a far cry from the indifferent approach many dogs take to standard dry food.
Transitioning to Full Moon seems relatively smooth for most dogs. The brand recommends a gradual introduction over 7-10 days, mixing increasing amounts of Full Moon with your dog’s current food. User reports suggest most dogs adapt quickly, with minimal digestive upset during the transition period. This is likely due to the high digestibility of the whole-food ingredients and the absence of common irritants like corn, wheat, and soy.
Full Moon keeps things simple with three core proteins: chicken, beef, and turkey. Each protein is available in both the frozen Freshly Crafted and air-dried Pure Protein formats, giving you six total options if you count format as a variable. This is notably limited compared to brands offering a dozen or more recipes with exotic proteins like venison, kangaroo, or duck.
Based on user feedback, chicken and beef tend to be the most popular flavors, with turkey running a close third. Some dogs show clear preferences—one owner might report their dog devours the chicken but picks around carrots in the Freshly Crafted line, while another notes their picky eater finally cleans their bowl with the beef Pure Protein formula.
The lack of variety could be a limitation for dogs with specific protein allergies or those who need novel proteins for elimination diets. If your dog can’t tolerate chicken, beef, or turkey, Full Moon won’t work. For dogs without protein restrictions, the focused lineup is actually refreshing—you’re not overwhelmed by choices, and you can easily rotate between proteins to provide some variety without switching brands.
The frozen Freshly Crafted line requires some planning ahead—you need freezer space and time to thaw portions before serving. Most owners report thawing overnight in the refrigerator or running the sealed bag under warm water for quicker results. Once thawed, the food has a relatively short refrigerated shelf life, typically 3-4 days, so you need to portion appropriately.
The air-dried Pure Protein line offers significantly more convenience. It’s shelf-stable, requires no refrigeration or thawing, and you can simply scoop and serve. This makes it ideal for travel, camping, or situations where freezer space is limited. The texture is firm but not rock-hard, so it’s easy to break into smaller pieces if needed for smaller dogs or training treats.
Some owners note that the portion sizes for air-dried food look smaller than what they’re used to with kibble, which can be initially surprising. This is normal—the high caloric density means less volume is needed to meet energy requirements. Following the feeding guidelines on the package is important to avoid overfeeding.
Full Moon positions itself as premium but accessible, which translates to prices that are higher than mainstream kibble but lower than many ultra-premium competitors. The Pure Protein air-dried line runs approximately $6-9 per pound, with 1-pound bags starting around $13.99 and 2-pound bags around $24.99. That puts it roughly 50% less expensive than comparable air-dried brands like Ziwi Peak or Stella & Chewy’s.
The frozen Freshly Crafted line sits at about $8-10 per pound, with variety packs (three 1-pound bags) available for around $24. This is competitive with other frozen, human-grade brands like The Farmer’s Dog or Nom Nom, though direct price comparisons are tricky since those brands typically sell on subscription models with personalized pricing.
To put these numbers in perspective, let’s look at daily feeding costs based on typical caloric needs:
For a 10-pound dog needing roughly 300 calories per day, you’re looking at $0.60-$0.90 daily for Pure Protein or $1.80-$2.10 for Freshly Crafted. That’s $18-$27 per month for air-dried or $54-$63 for frozen—manageable for most budgets.
A 30-pound dog requiring about 900 calories daily would run $1.80-$2.70 per day for Pure Protein ($54-$81 monthly) or $5.40-$6.30 for Freshly Crafted ($162-$189 monthly). This is where you start to feel the premium positioning.
For a 60-pound dog needing 1,600 calories, daily costs jump to $3.20-$4.80 for Pure Protein ($96-$144 monthly) or $9.60-$11.20 for Freshly Crafted ($288-$336 monthly). At this size, Full Moon becomes a significant monthly expense that many owners might only sustain by mixing with a less expensive base food.
A more useful way to evaluate value is cost per 1,000 kcal, which accounts for differences in caloric density between products. By this metric, Pure Protein runs approximately $2-3 per 1,000 kcal, making it one of the more cost-effective options in the human-grade, air-dried category. Freshly Crafted comes in higher at around $6-7 per 1,000 kcal, reflecting the lower caloric density of the high-moisture format.
Compared to mainstream premium kibble (often $1-2 per 1,000 kcal), Full Moon is definitely more expensive. Compared to other fresh, frozen, or air-dried brands (frequently $5-10+ per 1,000 kcal), Full Moon offers competitive to favorable pricing for the quality level.
Many owners use Full Moon as a meal topper or rotational option rather than exclusive feeding, which dramatically changes the value equation. Adding a scoop of Pure Protein or Freshly Crafted to a base of quality kibble can improve palatability, boost protein content, and provide the benefits of whole-food ingredients without the full cost of 100% human-grade feeding.
This approach is particularly practical for larger dogs where full feeding would be cost-prohibitive. A 60-pound dog might eat primarily a mid-range kibble supplemented with a few ounces of Full Moon per meal, cutting the monthly cost from $288-$336 down to perhaps $80-120 total while still providing meaningful nutritional benefits.
Against brands like Blue Buffalo, Wellness, or Nutro—mainstream premium kibbles—Full Moon is significantly more expensive. You’re paying roughly double to triple per 1,000 kcal. The question is whether the human-grade sourcing, minimal processing, and ingredient transparency justify that premium.
Against The Honest Kitchen, Nom Nom, or JustFoodForDogs—other human-grade or fresh food brands—Full Moon is competitively priced and sometimes cheaper, especially with the Pure Protein air-dried line. If you’re already committed to feeding human-grade, Full Moon offers solid value.
Against standard grocery store brands like Pedigree or Purina Dog Chow, Full Moon is in a completely different category and price tier. You’re paying 5-10 times more per calorie for premium ingredients and processing. Whether that matters depends entirely on your priorities and budget.
Full Moon produces its dog food in USDA-inspected facilities that meet human food safety standards—a requirement for any product claiming “human-grade” status. The brand operates or partners with facilities in Maryland (near company headquarters in Salisbury) and Shelby, Michigan, where Perdue expanded capacity in 2023-2024 to meet growing demand for pet products.
The frozen Freshly Crafted line is slow-cooked in small batches using low-temperature methods designed to preserve nutrient integrity. After cooking, the food is quickly flash-frozen to lock in freshness and prevent nutrient degradation. This process is similar to how high-quality human frozen meals are produced, which makes sense given the human-grade positioning.
The Pure Protein air-dried line uses a low-heat air-drying process that removes moisture while maintaining nutrient density. This method sits somewhere between traditional dehydration and freeze-drying, creating a shelf-stable product with a tender, jerky-like texture. The process is gentler than the high-heat extrusion used for conventional kibble, which can damage heat-sensitive nutrients and proteins.
Full Moon’s connection to Perdue Farms provides vertical integration advantages for quality control. The brand sources meat directly from Perdue family farms, which theoretically gives them better oversight of animal welfare, antibiotic use, and meat quality than brands purchasing from multiple third-party suppliers.
That said, Full Moon doesn’t publish detailed information about specific quality control protocols, testing frequency, or pathogen screening procedures. We know the facilities are USDA-inspected, which provides baseline food safety assurance, but we don’t have access to the kind of granular quality data that some competitors make public.
There’s no evidence of third-party certifications like HACCP, ISO 22000, or SQF (Safe Quality Food), which are common in the human food industry and increasingly adopted by premium pet food brands. This doesn’t necessarily mean Full Moon’s quality control is inadequate—many small to mid-sized pet food brands don’t pursue these voluntary certifications—but it does leave some transparency gaps.
Full Moon emphasizes U.S. sourcing from family farms, with specific claims about free-range chicken, ranch-raised beef, and cage-free turkey raised without antibiotics. The Perdue connection lends credibility to these claims, as Perdue Farms has established supply relationships and farming standards for its poultry operations.
What we don’t have is batch-level traceability or a public database showing exactly which farms supplied which ingredients for any given production run. Some premium brands offer this level of transparency, allowing consumers to trace ingredients back to specific sources. Full Moon provides category-level transparency (e.g., “raised on family farms in the USA”) but not farm-specific details.
For most consumers, this level of sourcing information is probably sufficient. You know the meat comes from U.S. farms following humane standards, which is more than you can say for many dog food brands. But for the truly obsessive about supply chain transparency, there’s room for Full Moon to provide more granular data.
Full Moon has maintained a clean safety record with no federal recalls over the past decade, which is genuinely impressive in an industry where recalls are fairly common. There are no FDA warnings, no USDA violations, and no documented cases of pet illness or death linked to Full Moon products in regulatory databases or credible news sources.
This track record deserves recognition, though it’s worth noting that Full Moon’s dog food lines are relatively new (2022 and 2025 launches). The longer a product is on the market and the more volume produced, the higher the statistical likelihood of quality control issues emerging. So far, so good—but continued vigilance is always warranted.
Some user reports mention GI upset and sensitivity issues with treat products, particularly freeze-dried treats containing rosemary extract. These aren’t safety recalls or contamination issues—they’re individual dogs reacting to specific ingredients. It’s a reminder that even high-quality, human-grade ingredients can cause problems for sensitive individuals.
Full Moon’s emphasis on ethically raised, humanely treated animals is central to its brand identity. The meat comes from cage-free, free-range, or ranch-raised animals raised without antibiotics, which represents a meaningful step up from conventional factory farming practices. The connection to Perdue family farms provides some accountability and traceability for these claims.
However, Full Moon doesn’t publish third-party animal welfare audits or detailed information about specific farming practices, stocking densities, or welfare standards beyond the general “humanely raised” claims. Certifications like Certified Humane or Animal Welfare Approved would provide independent verification of welfare standards, but Full Moon doesn’t currently hold these certifications.
For consumers who prioritize animal welfare, Full Moon’s approach is likely better than mass-market brands but potentially less transparent than some competitors who publish detailed welfare policies and third-party audit results.
Full Moon’s environmental impact is difficult to assess because the brand doesn’t publish sustainability reports, carbon footprint analyses, or specific environmental targets. We know the brand emphasizes U.S. sourcing, which theoretically reduces transportation-related emissions compared to ingredients shipped from overseas. The focus on regional supply chains and family farms could support more sustainable agricultural practices, but without data, we’re speculating.
The packaging for both product lines uses standard flexible bags, which are convenient but not particularly eco-friendly. There’s no information about recyclability, post-consumer recycled content, or packaging reduction initiatives. The frozen Freshly Crafted line requires insulated shipping with dry ice for direct-to-consumer orders, which adds to the environmental footprint compared to shelf-stable products.
Full Moon doesn’t publish CSR reports or detailed information about community engagement, charitable giving, or social impact initiatives. The brand’s expansion of production facilities in Michigan created jobs and supported local economies, which is a positive contribution, but there’s no comprehensive picture of the company’s broader social responsibility efforts.
The Perdue family’s history in agriculture and food production provides some context—Perdue Farms has its own sustainability and community programs—but it’s unclear how much of that corporate philosophy translates to Full Moon’s operations specifically.
I work part-time at a local animal shelter, which gives me regular opportunities to test different dog foods with dogs who have varied backgrounds, sensitivities, and eating habits. For this review, I tried Full Moon’s Pure Protein Chicken with a dog named Mabel, a four-year-old mixed breed (probably some Lab and maybe Boxer) who came to us after her elderly owner passed away.
Mabel is a medium-sized girl, about 45 pounds, with a generally healthy appetite but a tendency toward soft stools that had been an ongoing issue since her arrival at the shelter three weeks earlier. Our standard shelter food is a mid-range kibble that’s nutritionally adequate but not particularly exciting, and Mabel ate it without enthusiasm—more out of obligation than genuine interest.
We transitioned Mabel gradually over five days, mixing increasing amounts of Pure Protein with her regular kibble. The first thing I noticed was her immediate interest in the food. Mabel’s usual approach to meals was to sniff her bowl, maybe take a few bites, then wander off to finish later. With the Pure Protein mixed in, she actually stayed at her bowl and ate with focus. Not frantic or food-aggressive, just genuinely engaged with eating.
By day three of the transition, when the bowl was about half Pure Protein and half kibble, Mabel’s stools firmed up noticeably. This wasn’t a dramatic transformation—she didn’t suddenly have perfect poops—but the chronic softness that had been concerning us improved to a more normal consistency. For a shelter dog dealing with the stress of a new environment and food changes, this was meaningful progress.
What I found most interesting was Mabel’s energy level. She’d been fairly mellow since arriving, which we’d attributed to grief and adjustment stress. After a week on Full Moon, she became more playful during yard time—initiating play with other dogs, bringing toys to volunteers, showing more of what I’d call “joy” in her daily activities. It’s impossible to say definitively that the food caused this change—she was also becoming more comfortable in the shelter environment—but the timing was notable.
Her coat didn’t dramatically change in the two weeks we tested the food, which isn’t surprising given the short timeframe. I did notice she seemed to scratch less, though again, this could be multiple factors including reduced stress as she settled in.
The practical side of feeding Pure Protein in a shelter environment was straightforward. The shelf-stable format made it easy to store and portion without needing extra refrigerator space (always at a premium in a shelter). The pieces were easy to break up for different portion sizes, and the strong meat smell made it useful as a high-value reward during basic training sessions.
Mabel was adopted by a wonderful family about two weeks into testing, and they were interested enough in her improved stool quality and energy that they asked about continuing the food at home. I consider that a meaningful endorsement—not just that Mabel did well on Full Moon, but that her new owners saw enough positive change to want to maintain it.
User reviews for Full Moon’s main food lines are overwhelmingly positive, with ratings consistently in the 4.1 to 4.8 range across major retailers. The most common praise focuses on palatability—dogs who were previously picky eaters suddenly finishing meals enthusiastically, senior dogs with declining appetites showing renewed interest in food, and chronically fussy dogs actually looking forward to mealtimes.
One Walmart reviewer wrote about their rescue dog who’d had digestive issues for years: “We have tried all kinds of food that seem to help for a bit then we end up back at square one again. This food seems to be a game changer for her and she really loves it as well!” This theme of digestive improvement appears frequently in reviews, with many owners reporting firmer stools, less gas, and resolution of chronic soft stool issues.
Another common thread is success with dogs transitioning from kibble to more natural diets. A Chewy reviewer noted: “My dog loves this chicken formula mixed with her chicken air dried kibble. She does dance around the carrots and spinach, but still eats a majority of the greens… I would recommend this high quality food to anyone.”
Price is the most frequent complaint, which isn’t surprising given Full Moon’s premium positioning. Multiple reviewers note that while they believe the quality justifies the cost, it’s not sustainable for their budget long-term, particularly for larger dogs. Some use it as a topper or rotational option rather than exclusive feeding to manage costs.
A smaller number of dogs simply don’t take to the food, despite Full Moon’s generally high acceptance rates. Some dogs pick around vegetables in the frozen line, while others show no interest in any of the formulas. This is fairly normal—no food works for every dog—but it’s worth noting that Full Moon’s limited flavor variety (just three proteins) means fewer alternatives if your dog dislikes the initial choice.
The frozen Freshly Crafted line gets occasional criticism for the planning and freezer space required. For owners with small freezers or those who forget to thaw meals in advance, the convenience factor drops significantly. The air-dried Pure Protein line solves this problem but at a higher per-pound cost.
It’s important to separate feedback on Full Moon’s dog food lines from their treat products. While the food reviews are largely positive, some treat products—particularly freeze-dried treats and chicken strips—have received concerning reports on forums like Dog Food Advisor.
Several users reported vomiting, diarrhea, and GI upset after their dogs consumed freeze-dried treats containing rosemary extract. One owner described a serious incident where dried-out chicken strips caused a choking hazard. These issues appear concentrated in specific treat products rather than the complete meal lines, but they’re worth awareness if you’re considering Full Moon treats alongside the food.
Owners who’ve fed Full Moon for several months consistently report sustained benefits rather than initial improvements that fade over time. Dogs maintain healthy weight, energy levels stay consistent, coat quality improves gradually, and digestive health remains stable. This pattern suggests the nutritional profile genuinely supports long-term health rather than providing a temporary boost.
Some long-term users note they’ve successfully rotated between proteins (chicken, beef, turkey) without digestive upset, which speaks to the consistency of formulation across flavors and the high digestibility of the ingredients. This flexibility is valuable for owners who want to provide variety without the stress of frequent brand switches.
Full Moon competes directly with brands like The Honest Kitchen, Nom Nom, and JustFoodForDogs in the human-grade category. Compared to these competitors, Full Moon’s primary advantage is price accessibility—it’s typically 30-50% less expensive per pound than these brands while maintaining comparable ingredient quality and processing standards.
The Honest Kitchen offers more variety with dehydrated formulas spanning multiple proteins including fish, duck, and lamb—options Full Moon doesn’t provide. Nom Nom and The Farmer’s Dog excel at personalization, with customized meal plans based on detailed dog profiles, while Full Moon takes a more straightforward “one size fits most” approach to adult maintenance nutrition. For a more detailed look at one of these competitors, check out our Farmer’s Dog review.
JustFoodForDogs stands out for its prescription diet options and veterinary partnerships, serving dogs with specific medical needs that Full Moon doesn’t address. If your dog needs therapeutic nutrition, JustFoodForDogs or similar brands are better choices.
Against brands like Blue Buffalo, Wellness, or Nutro, Full Moon offers notably higher ingredient quality and transparency but at roughly double the cost. These mainstream premium brands provide broader product lines with life-stage formulas, breed-specific options, and functional formulas targeting specific health concerns—variety that Full Moon can’t match.
The trade-off is ingredient processing and sourcing. Mainstream premium kibbles use meat meals and conventional proteins processed at high heat, while Full Moon uses whole muscle meat and minimal processing. Whether that difference matters to your dog depends on their individual sensitivities and nutritional needs.
In the air-dried category, Full Moon competes with Ziwi Peak and Stella & Chewy’s—both well-established brands with loyal followings. Ziwi Peak is generally considered the gold standard for air-dried food, with exceptional ingredient quality and sourcing transparency, but it’s also one of the most expensive options on the market.
Full Moon’s Pure Protein line offers similar nutritional profiles at significantly lower prices, making it an attractive alternative for owners who want air-dried convenience and quality without Ziwi’s premium price tag. The main trade-offs are less extensive third-party testing documentation and a shorter track record in the air-dried category.
Brands like Ollie, Spot & Tango, and The Pet’s Table focus on fresh, refrigerated meals delivered on subscription. These services offer high personalization and convenience but require significant freezer space and careful planning around delivery schedules. Full Moon’s frozen Freshly Crafted line offers similar freshness and ingredient quality but with more flexibility—you can buy it at retail stores without committing to a subscription.
The Pure Protein air-dried line provides a middle ground between fresh refrigerated meals and traditional kibble—better ingredient quality and processing than kibble, more convenient than fresh subscription services, and more affordable than many options in both categories.
After digging into ingredients, nutrition, production practices, user experiences, and competitive positioning, here’s my honest assessment: Full Moon delivers legitimate premium quality at competitive prices, but with some important limitations you need to understand before buying.
The brand’s strengths are genuine and meaningful. The ingredient quality and transparency are excellent—you’re getting real, human-grade meat from traceable U.S. sources, with none of the mystery ingredients or processing tricks that make you squint at labels trying to figure out what you’re actually feeding your dog. The connection to Perdue Farms isn’t just marketing; it provides real advantages in sourcing and quality control that smaller brands can’t match.
The nutritional profile is solid for healthy adult dogs—high protein, moderate fat, low carbohydrates, and minimal processing that preserves nutrient integrity. The formulas meet AAFCO standards for adult maintenance, and while I’d prefer to see actual feeding trial data, the formulation appears sound based on available information. Dogs generally do well on this food, with common improvements in energy, coat quality, stool consistency, and eating enthusiasm.
The convenience factor varies by product line but is generally strong. The air-dried Pure Protein line is genuinely convenient—shelf-stable, easy to store, simple to portion, and appealing to dogs. The frozen Freshly Crafted line requires more planning but delivers that home-cooked quality without the actual cooking. Both formats work well as complete meals or toppers, giving you flexibility in how you incorporate them into your dog’s diet.
What holds Full Moon back from an unqualified recommendation is the limited product range. There are no puppy formulas, no senior diets, no therapeutic options, no novel proteins for dogs with allergies, and no functional formulas targeting specific health concerns. If your dog needs anything beyond basic adult maintenance nutrition, you’ll need to look elsewhere. This narrow focus is both a strength (they do one thing well) and a limitation (they only do one thing).
The price is fair for what you’re getting—competitive with other human-grade options and significantly less than some premium air-dried brands—but it’s still substantially more expensive than mainstream premium kibbles. For small to medium dogs, the cost is manageable. For large dogs, you’ll need a generous budget or plan to use Full Moon as part of a mixed feeding approach.
Would I buy this for my own dog? Yes, if my dog fit the target profile—a healthy adult who thrives on high-protein diets and doesn’t need specialized nutrition. I’d probably choose the Pure Protein air-dried line for everyday convenience, potentially rotating with the frozen Freshly Crafted for variety. For a large dog, I’d likely use it as a topper over a quality base kibble to manage costs.
Would I recommend it to a friend? Absolutely, with qualifications. If they have a picky eater, a dog with mild sensitivities, or they’re looking to upgrade from kibble without the hassle of raw feeding, Full Moon is an excellent choice. If they have a puppy, a senior dog with joint issues, or a dog with serious allergies requiring novel proteins, I’d point them toward brands with more specialized options.
The biggest question for most people will be whether the premium price justifies the quality difference compared to mainstream options. If you’re currently feeding a mid-range kibble and your dog is thriving, the incremental health benefits of switching to Full Moon might not justify doubling or tripling your food costs. But if your dog struggles with digestive issues, shows low enthusiasm for meals, or you’re already in the premium food market, Full Moon offers solid value for genuinely high-quality nutrition.
One final thought: Full Moon’s clean safety record and transparent sourcing give me confidence in the brand’s integrity. In an industry where recalls and quality issues are unfortunately common, a decade with no federal recalls and consistent positive user experiences is worth something. The brand appears to take its “human-grade” claims seriously, which matters when you’re trusting a company with your dog’s daily nutrition.
Is Full Moon the absolute best dog food on the market? No—there’s no such thing as “best” when dogs’ needs vary so widely. But it’s a very good option for its target audience: healthy adult dogs whose owners want premium ingredients, ethical sourcing, and convenient formats without paying ultra-premium prices. Within that niche, Full Moon delivers on its promises better than many competitors.
Yes, Full Moon meets the regulatory requirements for human-grade dog food. This means all ingredients are sourced and processed in USDA-inspected facilities that meet human food safety standards. The meat comes from the same Perdue family farms that supply human food products, and the entire production process follows protocols required for human food manufacturing. This isn’t just marketing language—it’s a regulatory standard that requires genuine compliance and oversight.
Full Moon’s higher price reflects several premium factors: human-grade ingredients, minimal processing, ethical sourcing from U.S. family farms, and small-batch production methods. You’re paying for whole muscle meat instead of meat meals, USDA-inspected facilities instead of standard pet food manufacturing, and ingredients that could legally be served to humans. While it costs more than mainstream kibble, it’s actually competitively priced compared to other human-grade brands—often 30-50% less than competitors like Ziwi Peak or The Honest Kitchen.
No, Full Moon’s current product lineup is formulated only for adult maintenance. There are no puppy formulas with the specific calcium-phosphorus ratios needed for proper bone development, and no senior-specific recipes with joint support ingredients like glucosamine. If you have a puppy or senior dog with special nutritional needs, you’ll need to look at brands that offer life-stage specific formulations.
Feeding amounts depend on your dog’s size, activity level, and the specific product line. The Pure Protein air-dried line is very calorie-dense, so portions look smaller than what you might be used to with kibble. For example, a 30-pound dog typically needs about 3-4 ounces of Pure Protein daily, while the same dog would need 6-8 ounces of the frozen Freshly Crafted line due to its higher moisture content. Always follow the feeding guidelines on the package and adjust based on your dog’s body condition.
It depends on which product line you choose. The Pure Protein air-dried line is shelf-stable and requires no refrigeration—you can store it in your pantry like kibble. The Freshly Crafted frozen line must be kept frozen until you’re ready to use it, then thawed in the refrigerator. Once thawed, the frozen food should be used within 3-4 days and kept refrigerated.
Both lines use the same high-quality, human-grade ingredients, but the processing and convenience factors differ. The Pure Protein air-dried line is shelf-stable, more calorie-dense, and has a jerky-like texture that many dogs love. It’s more convenient but costs more per pound. The Freshly Crafted frozen line has higher moisture content, visible chunks of meat and vegetables, and requires freezer storage and thawing. It looks more like home-cooked food but needs more planning ahead.
Full Moon has maintained a clean safety record with no federal recalls over the past decade. There are no FDA warnings, USDA violations, or documented cases of pet illness linked to Full Moon products in regulatory databases. However, some users have reported individual dogs having sensitivity issues with certain treat products containing rosemary extract, though these aren’t safety recalls—just individual ingredient sensitivities.
Yes, many owners successfully use Full Moon as a meal topper or rotate it with other foods. This is particularly practical for large dogs where feeding 100% Full Moon would be expensive. Adding a scoop of Full Moon to quality kibble can improve palatability and boost protein content without the full cost of exclusive human-grade feeding. When mixing foods, introduce new options gradually over 7-10 days to avoid digestive upset.
While Full Moon has high acceptance rates and many owners report success with picky eaters, no food works for every dog. The brand offers only three protein options (chicken, beef, turkey), so if your dog dislikes one, you have limited alternatives within the brand. Some dogs pick around vegetables in the frozen line, while others simply prefer different textures or flavors. It’s always wise to buy smaller sizes initially to test acceptance before investing in larger quantities.
Full Moon can work well for dogs with grain sensitivities or those who need high-quality protein sources, since all formulas are naturally grain-free and use whole muscle meat instead of processed meals. However, the brand only offers three proteins (chicken, beef, turkey), so it won’t work for dogs who need novel proteins like duck, venison, or fish for elimination diets. The minimal ingredient lists make it easier to identify potential allergens, but dogs with complex food allergies may need more specialized options.
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