It's a similar situation in the UK re. working dog food.

Food marketed as being for working dogs (gundogs, hunting dogs, working hounds, etc) is VAT free so is instantly 20% cheaper than 'pet' food right off the bat.

They tend to be more open about what goes into their food as hunting folks are generally a lot more pragmatic over what they and their dogs eat. They're more likely to recognize that there's nothing inherently bad or 'icky' about heart, lung, testicles, arseholes & eyeballs, etc. going into dog food. As such there's no need to try & hide the fact by using flowery language to disguise what sorts of offal products are used.

It's not always the case, but working dog food also often has higher protein content than pet food, as working dogs tend to be more active than pet dogs.