Maev’s whole-ingredient dog food wins Clean Label Project Purity Award

Maev said its Beef, Chicken and Lamb Whole Ingredient Food earned the Clean Label Project Purity Award from Clean Label Project, adding third-party validation to the brand’s sourcing and testing standards. The recognition matters as dog owners increasingly scrutinize what goes into pet food and demand more transparency.

Why it matters: - The award gives Maev independent validation on purity, safety and testing at a time when pet parents are paying closer attention to ingredient quality. - Clean Label Project’s testing focuses on contaminants including heavy metals, pesticides and plasticizers. - The recognition may help Maev stand out in a crowded premium pet food market where transparency is becoming a bigger selling point.

What happened: - Maev announced that its Beef, Chicken and Lamb Whole Ingredient Food earned the Clean Label Project Purity Award. - The company said the products met the award standard after independent testing by Clean Label Project. - The announcement was made Sept. 22, 2026, from Austin, Texas.

The details: - Maev was founded in 2018 and has built its brand around quality and safety standards from ingredient sourcing through product formulation and testing. - The brand says its Whole Ingredient Food uses human-grade ingredients, contains no fillers or preservatives and is formulated by PhD veterinary nutritionists. - Maev says the food is rigorously tested in-house. - Clean Label Project reserves the Purity Award for products that rank in the top one-third of those tested in their category. - Clean Label Project Executive Director Molly Hamilton said Maev’s Beef, Chicken and Lamb recipes underwent rigorous independent testing and met the organization’s standards for product purity. - Maev’s newly released Nordic Fish recipe was not included because it has not yet been tested. - Maev’s Whole Ingredient Food is sold on meetmaev.com, Amazon and Chewy.

Between the lines: - The award plays into a broader consumer shift: 53% of U.S. dog owners say they care more about their dog’s nutrition than their own. - For Maev, the third-party seal reinforces the brand’s positioning around “whole ingredients you can see in the bowl” and may reduce skepticism around premium claims. - The company’s focus on independent testing also suggests it wants to compete on verification, not just branding.

What’s next: - Maev is likely to lean on the Purity Award as it markets its current lineup to health-conscious dog owners. - The company may seek similar testing recognition for additional recipes as new products are introduced. - Continued consumer demand for transparency could push more pet food brands to pursue third-party validation.

The bottom line: - Maev now has an outside seal to back up its safety and ingredient claims, which could matter more as pet owners keep demanding proof, not just promises.