Used to be there was a division between grocery store kibble and vet kibble. You fed the vet brand if you could afford it and you wanted the best for your dog. More holistic dry foods started to become readily available in the mid to late 90's, as there was a growing concern about the mass production of food then only known to few.
I remember the first time I went into a Mom-and-Pop pet supply store about 6 or 7 years ago. A cat I had was sick and someone told me that raw food might help, so I sought it out. I wasn't too impressed by the shop at the time (later I would work there... but I digress) as it was cluttered and disorganized, and the 'help' wasn't that helpful. I tried the raw food, the cat wouldn't eat it, and I think I threw it out.
A few years passed, and I went into another independent pet store, and was surprised to see not only was the store organized, funky and inviting, but there weren't any ANIMALS for sale (there weren't any at the first one either, but I didn't even notice at the time.) Not one glass case of puppies, not one dirty aquarium full of sick-looking goldfish or rickety cage with screaming budgies. I was in love. Having a raw dog at the time, I was interested in finding a dry food for her with similar health benefits, if such a thing was possible.
I think I bought some Evo, and Splash loved it.
Although most of the time I am dedicated to raw food, there are still occasions where I am inclined to give them some dry food, if only for a 'treat'. They do love it, as much as they love anything I put down for them.
What is happening in the globalization of human food is also happening in pet food.
Scary as it is, Natura Foods which make Evo, California Natural, and other reliable small-batch pet foods with health at the forefront is about to sell out to Proctor and Gamble, which currently manufactures Iams and Eukanuba.