Xuzhou, ChinaApril 24, 2026 /PRNewswire/ — In recent years, as the number of pet-owning households continues to grow, “fur babies” have become deeply integrated into family life, evolving into indispensable members. Correspondingly, the safety and nutritional quality of pet food have become the most pressing concerns for millions of pet families. How to ensure pets eat “genuine and reliable” food is not only an urgent demand from consumers but also a mandatory question for the pet industry as it moves toward high-quality development.
Recently, CCTV.com’s “Pet Industry Watch” program visited Xuzhou, Jiangsu, for an in-depth exploration of Crazy Puppy’s pet food smart manufacturing base, which plans to invest 1.3 billion yuan and spans 200 acres. Through the diverse perspectives of Crazy Puppy’s founder, factory manager, and product managers, the program decoded on-site how this domestic brand, deeply rooted in the industry for 12 years, relentlessly pursues the principle of “authenticity.” From the source to the dog’s bowl, it has built a quality closed loop of “authentic ingredients, authentic processes, authentic smart manufacturing, authentic quality control, and authentic transparency,” redefining the new heights of Chinese pet food smart manufacturing.
Seeking Authenticity at the Source: 24-Hour Cold Chain Direct Delivery, a Freshness Preservation Race Against Time
For pet food, the authenticity and freshness of raw materials are the first lifeline of quality. In the raw material storage area of Crazy Puppy’s own factory, a relay race for “freshness” takes place every day.
To prevent inferior products from being passed off as high-quality from the source, Crazy Puppy has established a stringent fresh meat direct supply system. All fresh meat raw materials come from registered breeding bases, with the time from farm to factory strictly controlled within 24 hours. The entire process uses -4 to 0°C cold chain direct delivery and unmanned smart warehouse management, ensuring zero contact and greater cleanliness throughout. Staff showcased incoming fresh chicken breast raw materials in front of the camera, with the texture of the whole-cut meat clearly visible and the ingredients substantial. Each batch of raw materials must pass multiple strict tests for drug residues, freshness, and heavy metals before entering the factory; substandard materials are directly rejected, ensuring that every kibble is made from “genuine ingredients” from the very start.
Authenticity in Smart Manufacturing: High Fresh Meat Direct Injection Process, Tasting Genuine Ingredients in Every Bite
Stepping into the highly automated main production workshop, the American Wenger 10-ton-per-hour extruder and the Swiss Bühler 5-ton and 3-ton production lines operate in coordination. Leveraging world-class equipment, Crazy Puppy has achieved an industry-leading “high fresh meat direct injection” process—each kibble is infused with real, authentic fresh meat.
“Our freeze-dried filled kibble now has a 90% increase in fresh meat content, maximizing the retention of meat flavor and nutrition,” the factory manager explained. This process precisely addresses the common challenge of picky eating in pets, making “genuine ingredients” visible and tasteable.
Rigorous quality control runs through the entire production chain. Over 200 sensors across the factory monitor conditions 24/7, automatically correcting temperature fluctuations exceeding 0.1°C. From fine screening and metal detection of incoming raw materials to X-ray scanning of each individual kibble, every piece of food must undergo a strict “comprehensive physical examination” before leaving the factory. The factory manager stated: “Our requirement is to produce pet food with the same precision as manufacturing chips, ensuring the quality of every bag is as consistent as a copy-paste.”
Trust Through Authenticity: One Product, One Code Traceability, Visible Peace of Mind
What does “authentic transparency” mean? The factory manager has his own understanding: “True transparency isn’t just about letting friends who visit the factory see the production floor through glass. We also want to lay out the entire invisible production process clearly and honestly for consumers.”
In the packaging workshop, every bag of pet food coming off the production line receives a unique “ID card”—a traceability code. The factory has established a comprehensive product traceability management system, implementing strict control over the entire production process: from production personnel and equipment parameters to raw material batches, process environments, and quality inspection records—every step is meticulously documented and fully traceable. Consumers simply scan the QR code on the packaging with their phones to instantly view product information and quality inspection reports.
The hard power behind quality assurance comes from the 1,200-square-meter testing center. Equipped with top-tier instruments like the FOSS near-infrared spectrometer and over 100 testing models, it can quickly determine whether raw material nutrition meets standards within 60 seconds. By building a three-standard closed-loop management system based on CNAS system standards, Crazy Puppy has established self-inspection standards that are faster, more accurate, and stricter than traditional testing, firmly safeguarding the core defense line of food safety.
Authenticity from the Original Intention: From Pet Owner to Founder, Only to Live Up to Trust
On the product R&D front, Crazy Puppy consistently adheres to the principle of “squatting down and truly standing in the shoes of dogs and pet owners.” The product manager explained that the team has visited hundreds of pet-owning families and collaborated with research institutions like China Agricultural University to study the eating habits of thousands of pets, repeatedly refining formulas and accumulating over 20 patents.
To address feeding pain points such as picky eating and nutritional imbalance in dogs, the brand launched the freeze-dried filled kibble series. “The newly released Filled Kibble 2.0, designed to improve picky eating in dogs, specifically adds 10% meat and vegetable freeze-dried pieces,” the manager explained. The freeze-dried pieces and main kibble are independently packaged to lock in freshness while achieving a balanced mix of meat and vegetables, resulting in more balanced nutrition.
This meticulous dedication to the product is rooted in the founder’s personal experience. “I often say, I am a pet owner first, and then a founder,” admitted Cui Jia, founder of Crazy Puppy. He confessed that because he himself had fallen into the trap of choosing the wrong food and seeing his pets get sick, he was determined to invest heavily in building his own factory, solely to provide “fur babies” with genuine protection. The goal is that one day, when the world mentions Chinese pet food, it will think of it as “truly good.”
And practicing this “authenticity” is not a solo marathon but a collective effort relayed by over 200 partners at Crazy Puppy. Every step this team has taken over the past 12 years ultimately points to the same simple goal: to make fur babies truly healthy and truly happy, to give users genuine peace of mind, to set real standards for the industry, and to let the world see the true quality of Chinese manufacturing.
In their view, genuine ingredients are not only a gesture of sincerity from Chinese manufacturing towards small lives but also a new answer sheet that Chinese pet industry professionals are presenting to the world.
From the emotional insight of “truly understanding dogs” to the “real investment” in smart manufacturing, and then to the “genuine ingredients” in product delivery—this CCTV.com visit not only fully presented the birth process of a high-end bag of pet food but also witnessed the critical transformation of China’s pet food industry from “solving the problem of existence” to “pursuing excellence.”
Cutting open a filled kibble reveals not just category innovation but the solid confidence of an industrial upgrade; stepping into this smart manufacturing factory, one touches the hardcore strength of Chinese manufacturing. Because they understand the weight of life, they never betray any trust. By relentlessly pursuing the principle of “authenticity” for 12 years, Crazy Puppy is presenting a new answer sheet to the world about quality and sincerity in Chinese pet food.
