Transparency Is the Best Quality Signal
In an industry with minimal regulation, how a company communicates with consumers tells you more about their products than any marketing claim. Companies that invest in quality want you to see the evidence. Companies hiding behind vague claims usually have something to hide.
We evaluated 12 popular dog supplement companies on five transparency criteria. Here's what we found.
The Five Criteria
- Individual ingredient amounts disclosed (not hidden in proprietary blends)
- Certificate of Analysis (COA) available to consumers upon request or on website
- Manufacturing information disclosed (where it's made, GMP certification, facility details)
- Veterinary credentials identified (specific names and qualifications of formulators)
- Published research on their specific product or ingredient sourcing details
Each criterion scored 0 (not met), 1 (partially met), or 2 (fully met), for a maximum score of 10.
The Results
High Transparency (Score 8 to 10)
Nutramax Laboratories (Dasuquin, Cosequin, Proviable): Score 9/10. Fully transparent ingredient amounts. COAs available on request. Manufactured in their own GMP facility. Employs named veterinary professionals. Publishes research on their actual products. The benchmark for the industry.
Nordic Naturals: Score 9/10. Every batch is third party tested by IFOS. COAs are available online by lot number. Manufacturing is in their own Norway facility. EPA+DHA amounts per serving are clearly stated. Published quality standards are industry leading.
Purina Pro Plan Veterinary Supplements: Score 8/10. Backed by Nestle Purina's extensive research infrastructure. FortiFlora has published clinical trials. Named researchers and veterinary nutritionists. Slight ding for the corporate complexity making some information harder to find.
Good Transparency (Score 6 to 7)
LongTails: Score 7/10. Clear ingredient amounts listed. COA available on request. NASC member. Manufacturing details provided. Newer company so published research on the specific product is developing, but the individual ingredients (NR, beef liver, bone broth, collagen) each have established evidence bases. Transparent about what they know and what's still being studied.
YuMOVE: Score 7/10. Green lipped mussel sourcing is well documented (New Zealand). Has commissioned product specific clinical studies. Ingredient amounts are listed. COA availability could be improved. NASC member.
VetriScience: Score 6/10. Long established veterinary supplement company. Individual ingredient amounts listed on most products. NASC member. Manufacturing info available but less prominently displayed than leaders.
Moderate Transparency (Score 4 to 5)
Zesty Paws: Score 5/10. NASC member (positive). Ingredient amounts are listed on most products (positive). However, COA availability is not prominently offered. Specific formulator credentials are vague ("developed by pet health experts"). No published research on their specific products. Marketing investment significantly exceeds transparency investment.
PetHonesty: Score 5/10. Similar profile to Zesty Paws. NASC member, ingredient amounts listed, but limited depth of transparency beyond label basics.
Low Transparency (Score 0 to 3)
Several smaller brands and Amazon marketplace products scored in this range. Common characteristics: proprietary blends hiding ingredient amounts, no COA availability, no identified formulator credentials, manufactured by unnamed contract facilities, and no third party testing documentation.
We're not naming these specifically because the low transparency category is so crowded that singling out a few would unfairly imply the unnamed ones are better. The principle applies broadly: if you can't find basic quality information about a product, that silence is information.
What Good Transparency Looks Like in Practice
When a company is transparent, you can:
- Calculate exactly how much of each active ingredient your dog gets per serving
- Request documentation verifying that the product contains what the label claims
- Know where the product is manufactured and under what quality standards
- Identify who formulated the product and their qualifications
- Find published evidence supporting the product's formulation decisions
When transparency is lacking, you're essentially trusting marketing copy. And marketing copy is designed to sell, not to inform.
How to Check Transparency Yourself
- Visit the company website. Look for a "quality," "science," or "transparency" page. If it doesn't exist, that's telling.
- Check the label for individual ingredient amounts. If you see "proprietary blend," move on.
- Email asking for a COA. A simple email: "Can you provide the Certificate of Analysis for [product name], lot number [X]?" Track response time and quality.
- Search for the company on the NASC website (nasc.cc) to verify membership.
- Google the company name plus "veterinary nutritionist" or "research." Companies that invest in expertise and science will have a digital footprint reflecting that.
The Trend Is Positive
The good news: transparency is improving across the industry. Consumer demand for ingredient disclosure, third party testing, and sourcing information is pushing companies to do better. The NASC membership roster has grown significantly, and more brands are publishing COAs and formulator credentials.
The bad news: the lowest quality tier of the market still operates with near zero transparency, and these products sell millions of units on Amazon because most consumers never look beyond the star rating.
You have more power than you think. Every time you choose a transparent brand over an opaque one, you vote with your wallet for an industry that takes accountability seriously. Your dog's health is worth the extra five minutes of checking.