I lived in Berkeley CA back in the early 2000s and Dr. Richter (creator of Nutra Thrive) was the vet who cared for my two Scottish Terriers. So I know both his abilities as a veterinarian and his personality too. There's just no way that he would ever create the sort of confusion @Dianne Worthy is experiencing with "corporate". Nor would he ever conscience the sort of "scam" @Joyce Buck wrote about. In Ms. Buck's case I think that truly was "corporate" mucking things up. Dr. Richter isn't running THAT end of the product distribution (how could he? he's a Vet!)
And, Ms. Worthy, you write: "I goggled Nutra Thrive and Thrive Nutra came up under the BBB".
Yet, when I searched GOOGLE using their "site" parameter (which limits your search results to a specific site), I got: "No results found for site:bbb.org 'Nutra Thrive'" and then showed "Results for site:bbb.org Nutra Thrive (without quotes)" THAT is how "Thrive Nutra" showed up. They are two completely different companies! One is a product (Nutra Thrive) the other is a company (Thrive Nutra). And it is "Thrive Nutra" company that has the negative review profile you're attributing to the "Ultimate Pet Nutrition" company ~ which markets "Nutra Thrive". And, fwiw, when I searched GOOGLE for "site:bbb.org ultimate pet nutrition" there were no BBB listings for the Ultimate Pet Nutrition company. (yet)
In short, you confused the poor BBB rating of the Nutra Thrive company with the Ultimate Pet Nutrition company. It was an easy mistake to make; searching the internet for PRECISE information is tricky! (to say the least) So it's important to be exact about your search terms or else you end up with useless or misleading information.
As for my own experience with Nutra Thrive I ~ knowing and having had Dr. Richter care for my beloved Scotties ~ bought a container right away. My current pup (a finicky 14 y/o Tibetan spaniel mix) was skeptical about the bacon flavoring at first but is now getting used to this new experiment I'm subjecting him to.
I've only been adding Nutra Thrive to his food for a few days but will post an update as I near day 30.
Hope this helps!