GREENIES enlists Dr. Raven Baxter and her poodle Carbon to read the label on its dry dog food

Dr. Raven Baxter and her poodle, Carbon, taught dog owners how to read a food label in a GREENIES Reel released on Instagram and TikTok on June 28, 2024. It was the first of their posts as GREENIES ambassadors that year.

The Reel featured GREENIES SMART ESSENTIALS dry food and SMART TOPPER wet mix-ins. In the 91-second video, Baxter admitted a common mistake. "I hate to say it, but I've been fooled by fancy packaging and thinking that shiny, fun bags equate to the best dog food," she said. She told viewers to look past it. "Turn the bag around and read what the ingredients are."

Carbon beside a bowl of dry food in the June 2024 Reel. Photo: Dr. Raven Baxter

Federal rules require pet foods to list all ingredients from most to least, by weight, according to the Food and Drug Administration (FDA). Dog food ingredients were also under federal study. The FDA's inquiry into diet and a canine heart disease had logged 1,382 reports through November 2022, most tied to foods with peas, lentils and similar ingredients high on the list. Americans spent $68.3 billion on pet food and treats in 2024, according to the American Pet Products Association.

Baxter read the small-breed label as a scientist. "I love that real chicken is the first ingredient, and even though probiotics aren't required in dog food, I love that Greenies added bacillus subtilis to Greenies Smart Essentials to aid in Carbon's digestion," she said. She noted added vitamin E and omega-3 and omega-6 fatty acids. She also repeated the brand's claim that the food supports six areas of a dog's health, including digestion, teeth and joints.

Then she turned to the bottom of the list. "By the way, the last ingredient in here is rosemary extract, which I learned is used in dog food as a natural preservative," she said.

Carbon outdoors on artificial turf in the Reel. Photo: Dr. Raven Baxter

Carbon ate on camera, ran across an artificial-turf lawn and sat on her lap as she spoke. She closed by asking viewers to check their own dog's bowl. "Have you taken the time to check out the ingredients?"

A second GREENIES post followed in early November 2024.

GREENIES began with a dog with bad breath. Two pet parents worked with a board-certified veterinary nutritionist to make the first toothbrush-shaped Greenies Canine Dental Chews, according to the brand's history page. The treats have been made in Kansas City since 1996. The brand belongs to Mars Petcare, whose 100,000 associates serve pets in more than 130 countries.

Baxter trained as a molecular biologist at SUNY Buffalo State and shares science online as Dr. Raven the Science Maven. In 2022 the University at Buffalo awarded her a Ph.D. for research on science communication.

The Reels are on Carbon's own Instagram, @carbontoypoodle. The brand's current products are at greenies.com.

Paid partnership with GREENIES.