(7.18.25) So glad you are getting another Omega-3 Oil from us and providing your fur kid with this important support! We appreciate you, Felicity, and please reach out anytime with further questions and updates!
(6.22.25) Hi there, Felicity,
Thanks for reaching out and for being a stellar Pet Parent, going the natural route!
We hear your concern and appreciate you reaching out to us directly with your important questions, and will work to our furever goal of having wholly satisfied pet parents and holistically balanced fur kids.
Firstly, please know that we select our ingredients and sources with extreme care for our pets and yours, and, always get better with experience, time, and feedback and questions from pet parents like you! So, thank you again for your inquiry.
RE: The process. The processes you named (in addition to other steps shown in our published Certificates of Analysis like 'winterizing') are not only common across high-quality fish oils, but they're absolutely essential. Our trusted provider does each step to deliver a pure, stable, safe, and consistent product... That said, we absolutely understand these terms can sound intense, but they’re actually part of a careful process designed to make fish oil safer, cleaner, and more effective for both humans and pets.
The Four Step Process explained: Because the ocean isn’t as clean as it used to be, wild fish can accumulate toxins (less than farm raised (which is why we source wild only, but still, purification is required (per ISO, GMP, FDA agencies for our safety.)) This necessary process helps ensure the oil is safe, stable, and potent, without harming its natural benefits.
Neutralization/Drying (Refinement)
This step removes impurities like heavy metals (mercury, lead), PCBs (industrial toxins), and oxidized fats. It's similar to how you might skim the foam off a good broth to make it clearer and more palatable. The goal? A cleaner, more concentrated oil.
What: Removes free fatty acids by treating oil with a mild alkali, followed by separation and drying.
Why: Reduces rancidity and improves stability without impacting omega‑3 levels.
Our Icelandic source applies alkali refining which is proven to reduce free fatty acids while retaining EPA/DHA potency
Bleaching (Purification)
Our refined and molecularly distilled fish oil went through a bleaching phase using natural clay filtration (not actual bleach; the term is an outdated one from early industrial times for “bleach out” or “remove”). But the end result is clean, safe, and purity-tested, not chemically altered in any unsafe way.
What: Uses purified clays or activated carbon to absorb color pigments, metals, and oxidation by-products.
Why: Improves purity, reduces contaminants like heavy metals and dioxins for tasteless clarity.
Our Icelandic source explicitly notes removal of metals and dioxin during bleaching, using a proprietary adsorbent stage.
Deodorization (Distillation)
Fish oil smells fishy. This step reduces the strong odor and taste by removing volatile compounds that cause that off-putting smell. It doesn’t affect the nutrition, just the user experience (which can be a big deal for picky pets or sensitive humans) and is not chemically done, rather, it is steam distilled.
What: Steam-distillation under vacuum at elevated temperatures removes volatile compounds.
Why: Eliminates odor and residual solvents/chemicals, ensuring a neutral, clean oil.
Our source uses deodorization to remove pesticides and off‑odors, and is listed on their COA, which you read.
Winterization
Winterization is a gentle, cold-filtration process where the oil is chilled to low temperatures, causing waxes, saturated fats, and other solid impurities to crystalize and separate. These solids are then filtered out, leaving behind a clean, clear, and more stable oil.
What: Chills the oil to precipitate waxes and saturated fats, followed by filtration.
Why: Prevents cloudiness in refrigerated storage and ensures visual and textural clarity.
Our Icelandic source explains to us that their oil is winterized as an important standard practice to maintain clarity.
Our Icelandic source is a GMP/HACCP/ISO-certified, third-party-tested, sustainable plant in Iceland.
Please do keep your scrutinized eye out for any fish oil offered on the market that does not provide these crucial steps (as well as any oil not in dark colored glass bottle (vs plastic.)
With all that information, we certainly will honor your desire to return the Omega-3 Ocean Fish Blend, as you are within 30 days of purchase, and want you to feel comfortable, of course.
Please let us know your decision of keeping the oil, or would you prefer we process a return.
We hope to have answered your concerns and questions, Felicity, and will watch for your reply.
Thanks for all you do for your fur family, truly;
The Woof Creek Family
