A dog food company CEO has been eating canine chow for a whole month, to show that if it was good enough for him, it’s good enough for dogs too, according to Oddity Central. 

Mitch Felderhoff, president of Texas-based Muenster Milling, ate nothing but dog food made by his company for 30 days, from January 3 to February 2.

Muenster Milling produces high-quality dog foods and treats, horse food, chicken feed. 

Felderhoff wanted to demonstrate the quality of the dog food by eating it himself for a month. He admitted that it wasn't the easiest thing in the world to do, but he found the strength to stick to the diet for the full 30 days.

"Dog food is not easy to eat. It tastes like it smells," Felderhoff said. "As I went through that first week, those first four days were really tough. I didn’t feel good. One of the things I did that was key is that I did some intermittent fasting."

The dog food executive said that the first week was pretty tough, but by the third week, he grew accustomed to the pet food palate to a point where the Ancient Grains, ocean fish, and meatballs became his favorite treats.

In one of the videos that went viral on social media platforms, Felderhoff said he feels excellent, "with the exception of really missing the flavor of normal food that we get to eat".

A lot of people asked if Felderhoff really went 30 days without eating anything but dog food, and the business owner claims that he did. He doesn’t advise anyone else to do it, but he just felt that he needed to show Muenster Milling clients the dedication of his team for creating the best possible dog food.

"We’re not going to feed your dog something unless we’ve eaten it first," Felderhoff said in a video.

At the end of the 30 days of dog food, Mitch Felderhoff said that he had lost a whopping 30 pounds, and his colleagues at Muenster Milling joked that the special diet had some other positive effects on him.

"Mitch’s coat is really shiny now," customer relations manager Kent Barnes joked. "We’ve noticed that. His hair is getting thicker, and I believe he’s growing hair on his knuckles as well."

The first things that the Muenster Milling co-owner ate after completing his 30-day dog-food eating challenge were pulled pork nachos and stuffed jalapenos.