along. in 2005, they launched simply fido. it gives pets the same organic options their nonfurry friends have. we wanted to make something that s very safe and healthy for them. even if he plays hours with toys we don t have to worry about x toxicity or what might be hard with him. the water using the dyeing process is filtered before it s released back to nature to essentially make that water drinkable again. they are shipped out to brooklyn. to animal shaelters like this one. we believe in what simply fido stands for.