From the looks of their ingredient list, their goal seems to be one of reducing the costs spent on their raw ingredients, increasing their bottom line, and using the green card as part of an ongoing PR campaign. The reality is that fish meal in general has gone up in price every year for the past several years, and many manufacturers are attempting to use less & less as costs rise.
Other than a few exotic ingredients such as honey, vanilla extract, and banana meal, their food likes like the rest of the fluff foods that have been on the market for the past 50 years. Wheat as the main ingredient in any fish food = a big fail for me.