Quick answer: Wholesome Rabbit started with one itchy dog named Zoe. After trying different brands, different diets, and countless vet visits, the one food her body said yes to was rabbit. That relief led founders Zeus and Dee to start making fresh, human-grade meals with novel proteins, beginning in 2021 with our first rabbit raiser, Solomon.
Every brand has an origin story. Ours is a dog who wouldn't stop scratching.
Zoe's story
Zoe wouldn't stop itching.
If you're reading this because your own dog scratches through the night, you know what that's like. The constant thumping of a back leg. The licking. The red patches that never seem to heal. The feeling that you're failing someone who trusts you completely.
We tried everything. Different brands. Different diets. Countless vet visits. Nothing worked.
Until we found the one thing her body said yes to: rabbit.
That one change gave Zoe relief we hadn't seen in months.
From one bowl to a brand
Once we saw what rabbit did for Zoe, we needed a steady supply. That's how we met Solomon, our very first rabbit raiser. With the support of Dee, we started making fresh, human-grade meals using novel proteins.
What began as a solution for one dog slowly became something we knew we had to share. Because no fur-parent should have to go through that much guessing.
Why "novel proteins"?
Zoe's story taught us the idea that sits behind everything we make. Dogs can become allergic to proteins they eat again and again. Most dog food is built on the same few proteins. So the dogs that struggle most often need something their bodies have never met.
That's why we specialize in novel proteins. Today we offer 8: rabbit, duck, goat, crocodile, ostrich, buffalo, lamb, and quail. You can compare them in the best novel proteins for dogs with allergies.
Why a system, not just food
Zoe didn't get better because of one lucky bag. She got better because we stopped guessing and fed one thing her body accepted, long enough to see the change.
We turned that into The Wholesome Healing System™, a simple three-step plan:
- Discover. Try novel proteins one at a time to find your dog's YES protein.
- Eliminate. Feed that one protein for at least 6 weeks (8 to 12 weeks for skin and coat) so the body can settle.
- Maintain & Rotate. Build a long-term bowl by rotating safe proteins and adding toppers.
It's the same structure vets use for elimination diets, made easier to follow at home. Read the full guide: how to do a dog elimination diet.
How we make our food today
- Real, human-grade ingredients. Whole meat, organs, and clean add-ons. No fillers or artificial preservatives.
- Partner farms across Luzon, from La Union to Quezon.
- Small batches in our Bulacan kitchen, with cleaning and sanitizing built into every step.
- Two formats: Gently Cooked, sous vide-cooked with our Sous Smart™ method so you just thaw and serve, and Raw, with ground raw bone for experienced raw feeders.
- Frozen fresh and delivered from our Pasig commissary.
Our promise to fur-parents
We know what it's like to watch your dog itch and not know why. So we promise to:
- Guide you, not just sell to you. Message us with your dog's story, and we'll help you choose a starting point, even if that means starting small.
- Be honest about what food can and can't do. Food can ease symptoms for many dogs, but it isn't a cure-all. We'll always tell you when it's time to see your vet.
- Work alongside your vet. Our single proteins fit standard elimination-trial guidelines, and we'll respect any restrictions your vet sets.
- Keep it simple. One protein per pack. Nothing hidden.
Start where Zoe started
Try the protein that started it all: Gently Cooked Meatballs for Dogs. Single Protein Trial Packs (3 pieces) in rabbit, duck, goat, crocodile, ostrich, and buffalo. Thaw and serve, and see which one your dog says yes to.
Ready for the full trial? Gently Cooked Single Proteins. One human-grade novel protein per pack, sous vide-cooked and bone-free.
For raw feeders: Raw Single Proteins in rabbit, duck, or quail, ground whole with bone. Serve raw only, never cooked.
Rabbit is in high demand, so check availability on the product page. If it's out, our team can suggest the closest match for your dog.
Same-day delivery across Metro Manila and Greater Manila for orders placed before 3 PM, Monday to Saturday. Provincial orders ship via Victory Liner Drop & Go.
Frequently asked questions
Who founded Wholesome Rabbit?
Wholesome Rabbit was started by Zeus and Dee, inspired by their dog Zoe.
Why is it called Wholesome Rabbit?
Because rabbit was the protein that finally gave Zoe relief from her itching. It's where our story, and our focus on novel proteins, began.
When did Wholesome Rabbit start?
Our story began in 2021.
Where is Wholesome Rabbit food made?
In our kitchen in Bulacan, using ingredients from partner farms across Luzon. Orders ship from our commissary in Pasig.
Do you only sell rabbit?
No. We offer 8 novel proteins: rabbit, duck, goat, crocodile, ostrich, buffalo, lamb, and quail, plus toppers like bone broth, goat's milk, organs, and wild-caught fish.
Is Wholesome Rabbit only for allergic dogs?
No. We're built for dogs with allergies and sensitive tummies, but any dog can enjoy real, fresh food.
Sources
- Our Story, Wholesome Rabbit
- The Wholesome Healing System™, Wholesome Rabbit
