I like somewhere in the 30ish% protein range, no real reason other than... yay protein.
I want a balanced mix of meat and grains/grain replacement. What I hate more than anything is to see a food start off with chicken meal, and then there's this string of "potatoes, sweet potatoes, potato starch, potato this and that...." MOAR MEAT. Or good God, just anything else other than more potatoes.
I avoid the usual - corn, soy, wheat, by-products, added colors, sugar, unnamed meats.
Less than $60 for 30lbs.
And of course, I don't want a company that has been riddled with recalls.
If I'm thinking of trying a new food I'll usually check out what other people think of it, ultimately I don't put much weight in those reviews though.