In order to reach its objectives, and to keep following its ethical and sustainable tradition that has always characterized it, Amì has created 4 pillars that guide product, market and partnership choices:
Loving All Animals
The reasoning behind choosing to feed cats and dogs an industrial kibble that is a complete pet food, is not only based on practicality, but also on the respect and health of our pets. In fact, our kibble diet guarantees the compliance with all of the highest nutritional parameters established by international authorities, by using plant-based feed materials. Amì is an ethical and sustainable option which is opposed to intensive livestock farming, animal slaughter and the severe impact that these have had on the environment.
Respecting People
Balance is important, but so is Harmony. A man standing upside down on one arm can be balanced, but will unlikely feel harmonious. Lifestyle Amì is a concept that not only involves plant-based feed materials, but also the choices we have made in view of greater harmony and sustainability. It guarantees high-quality products, ethical and responsible choices, professional respect and both mental and physical health for all animals, human beings included.
Protecting the Earth
To protect the Earth means to protect all animals. To those emphasising that a plant based diet is not natural for cats and dogs, please be reminded that in the wild cats do not hunt for tuna, just like dogs do not hunt for cows. Our aim is to offer our four legged friends a diet that meets their nutritional needs, without resorting to cruelty and by respecting our planet.
Science, just like conscience, are continuously evolving and provide us with more awareness and new options for choice. The Amì diet implies harmony with nature, revealed by science and guided by our love for animals.
Doing Science
Over the last century, needless and unspeakable pain has been inflicted onto animals in the name of science and progress. In our sector, we repudiate this idea and consider it to be despicable, obsolete and utterly unnecessary. We know what the most appropriate nutritional parameters are for our pets. We follow cruelty free science and its continuous development. We constantly research and try to improve daily, guided by our heart and experience, respecting both science and conscience.