I do feed Inova as it is supposed to be an all natural product, I have fed pro plan in the past but will be switching to a raw food diet as I can't help but be a doubting thomas and do have my doubts when it comes to pet food. Iams I will never contemplate, I have tried it once and my dogs didn't like it and even if they did I wouldn't spend my money on it as I hate what they stand for.