The Hurraw project started back in 2003. At the time, the founder Cyril Lemyre was importing pet accessories into Canada. One of his customers gave him a book called Food Pets Die For, by Ann Martin. The author was describing in detail how the pet food industry actually works and explained that the nice ingredients we see in the ads and on the packaging are not representative of the actual ingredients used. After checking out the book’s references, Cyril Lemyre decided to conduct an experiment: making pet food in which 100% of the ingredients are accepted for human consumption. If what was written in the book was true, then such food would provide obvious health results for the dog.