When Neal from Growlies For Pets in Victoria, BC (Canada) first contacted me about a possible Canadian premiere event, he mentioned that his store didn't carry any kibble. My first response was, "excuse me, come again?!" Almost all stores carry some form of dry food and I had never heard of a store carrying no kibble, and mainly raw or dehydrated raw.
When I first started looking into the various issues of the pet food industry for the film "Pet Fooled", the major confusion was from the two ends of the industry. One side was saying "raw" was the ideal food you could feed. The other side (major industry) was saying the opposite, and that raw could "potentially" harm you or your animal. (focus on how the key word potential is used!) I'm not the first person to look into the issues of the pet food industry and I won't be the last. And for those who have seen the final film "Pet Fooled", the film and the evidence provided in the film speaks for itself.
Some pet owners will choose to feed a raw food diet if it fits what they're looking for. Others may feed a dehydrated food, freeze dried raw, or a gently cooked food ("home cooked") food like the food Ever More.