Good business often begins with a simple question: “Why isn’t this better?” For Fidelis Dog , that moment arrived in Christian’s kitchen — when his dog Pippa struggled with both dry and raw food, leaving him searching for something gentler, cleaner, and more honest. From One Dog’s Struggle to a Purpose-Led Brand Pippa’s digestive issues pushed Christian to look deeper. He even worked inside a dog-food factory to understand what really goes into meals labelled “natural.” What