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About Nature's Choice Essentials
Nature's Choice Essentials was founded by Chris Biro. The company was formed in May of 2000 for the primary purpose of providing higher quality food for our flock of nearly 80 birds, most of which are “rescues". In October of 2006, Nature’s Choice Essentials was purchased by Hillsboro Feed Company in Hillsboro Oregon. Chris Biro has been retained as a consultant.
Parrots are Chris’ passion and life. Since 1990, Chris has been a professional bird trainer and does the educationally based parrot show “The Pirate's Parrot Show” at fairs, schools, libraries, etc. Chris is also a big proponent of Operant Conditioning training methods (like “clicker training") and he is a pioneer in the field of teaching other avian enthusiasts about successfully living with and training free-flighted birds. Chris himself currently regularly free-flies, at home and at fairs, about a dozen fully outdoor flight trained birds, ranging from Senegals and Conures to Cockatoos and Macaws. Chris is the owner of the “free flight” email list at yahoogroups.com.
Chris initially set out to create the 100% Organic Foundation Formula Pellets in an effort to provide his show birds with the highest quality food possible. A key part of The Pirate's Parrot Show is that the public gets to hold and pet many of the birds during and after the show. These birds are handled by 30,000 to 50,000 people a year and thus are exposed to all manner of conditions and potential health hazards. It is Chris' belief that the best way to safeguard the health of his birds is to offer them only the purest and highest quality of food, pure clean water, plenty of fresh air, lots of sunlight, and plenty of exercise. His goal was to create minimally processed foods of the greatest nutritional value with the least amount of chemical contaminants as possible; and to keep these products affordable for both pet owners and breeders.
Chris is a strong believer in organic farming practices and believes that healthier plants create healthier foods. He also believes that each type of food has its advantages and disadvantages, pellets are not exactly the “perfect parrot food” and sunflower seeds are not at all evil (just not nutritionally complete). He believes that by feeding a variety of different foods we can best meet the nutritional and emotional requirements of our birds.
The Foundation Formula Pellets were the first on the list to be created due to pellets being the most nutritionally balanced form of food available to feed pet parrots. Pellets are also easily fed and easily stored, both when on the road and by bird sitters, i.e. pellets not only have a high "nutritional value" but also a high "convenience value". The Dynamo Sprouts line came next due to the high “live food value” of sprouted seeds and grains. The Merrimedley Seed mixes followed due to the high “fun value” of seeds. CozyChef cooked meals will follow as a great way to get birds to eat all manner of veggies and other foods not so easily fed to most pet parrots, high “warm food value”.
Though Chris has created the general basis for each of these product lines, he relies heavily on nutrition and health professionals to finalize the formulas of these products.
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