Pet owners no longer consider pets as property. Instead, they are now valued members of the family, often receiving gifts on holidays and birthdays, specially prepared meals, and alternative treatments such as acupuncture and chiropractic care to keep them healthy. Aging Baby Boomers now find themselves to be empty nesters, with plenty of time to dote on their precious fur-children. Millennials are more holistically-minded than previous generations, searching for healthy food to fuel their exercise-stoked bodies. Holistic living focuses around good mental, physical, and emotional health, not just freedom from disease. As pets are treated more as family members, they also enjoy holistic living. The average life expectancy of a medium-size dog in the 1970’s was seventeen years. Just fifty years later, that average has been cut in half, to just nine years. Cancer is now commonplace; over half of the pets that live past age ten will succumb to this. Changes in pet food ingredie...