Every brand starts at zero and earns its score across five categories, 100 points total. The rubric is based on veterinary nutrition science and expert opinion, and we publish the full criteria. Here's how it works.
Every brand is scored out of 100. The letter grade reflects the total. Higher is better, and the bar is high on purpose.
The two biggest categories carry the most weight because they matter the most: who's behind the formula and how safe is the food.
Who formulated the food, what are their credentials, how involved are they, and what AAFCO compliance pathway was used. This is the single biggest factor in whether a food is well made.
How often the food is tested for nutrients, pathogens, and contaminants. Whether the brand owns its facility or uses a co-manufacturer, and what food safety systems are in place.
When a brand makes health or longevity claims, are they backed by peer-reviewed research? Are premium ingredient claims verified by a third party? We check the receipts.
Does the brand use fear to sell? Do they trash competitors with misleading comparisons? Are the claims on their website actually true? Marketing that relies on scaring pet parents gets scored accordingly.
Can you see the full ingredient list and guaranteed analysis before you buy? When we reach out with questions, do they answer? And if there's been a recall, did they handle it well or try to hide it?
A high score alone isn't enough for the top grades. Two structural requirements can cap a brand's letter.
If a brand only sells "All Life Stages" food and doesn't offer an adult-specific formula, the highest it can get is a B. Puppies, adults, and seniors have different nutritional needs. A single formula can meet minimums, but it can't be optimized for all of them.
AAFCO lets brands prove their food meets nutritional standards two ways: run a formulation analysis on paper, or put the food through actual feeding trials with real dogs. If a brand hasn't done feeding trials, it can't earn an A. The food might be fine on paper, but it hasn't been proven in practice.
Not all sources are equal. Here's how we rank them, from strongest to weakest. If a brand's website says one thing and the product label says another, the label wins.
We don't use consumer reviews, anecdotal reports, anonymous sources, or sponsored influencer content as evidence.
Each criterion asks one specific thing. We score that thing and move on. A brand's testing score doesn't bleed into its marketing score.
If we can't find evidence after checking every source tier, the score is zero. That's not a penalty. It's an absence of evidence.
If two brands do the same thing, they get the same points. The rubric doesn't play favorites.
A recall doesn't automatically hurt a grade. How the brand communicated and handled it is what matters.
Pending litigation doesn't affect a score. If something is proven, we'll update the grade.
The rubric produces the grade. We document evidence and apply the tiers. Opinions don't enter the math.
Every grade shows its work. Look up any brand Fairbowl has graded.
Grades reflect Fairbowl's opinion based on publicly available information, direct brand outreach, and the criteria described above. This is not veterinary advice. Always consult your veterinarian about your dog's specific nutritional needs. If you represent a brand and believe your information is inaccurate, contact us at bryce@fairbowl.com.