We all have a soul dog, the one you would do anything for. For Fatima, her soul dog was Alpha, a beautiful black Labrador. In her quest for the perfect diet for Alpha, coupled with her background in science, Fatima realised that nutritious food is made with fresh, natural ingredients and minimal processing. She launched Tribal and pioneered the first cold pressed dog food made with fresh meat and without the use of meat meal, delivering exceptional nutrition without compromise. Alpha may have started it all, but its every dog that inspires them to create the best nutrition possible.