I looked on the website and here are the ingredients for the Lamb & Rice formula:
INGREDIENTS LAMB MEAL, GROUND RICE,OATMEAL CHICKEN MEAL, CHICKEN FAT (PRESERVED WITH MIXED TOCOPHEROLS AND ASCORBIC ACID), and all VITAMINS & MINERALS FOR ALL LIFE STAGES OF A DOG'S LIFE.
In my opinion the basic ingredients are fine, but it's missing A LOT of things that make a dog food really healthy, instead of just giving them the bare minimum. Honestly if you compare the first few ingredients of EP Holistic Lamb & Rice, they look very similar to this food, but then EP has some fruits/veggies, prebiotics, probiotics, yucca, glucosamine, etc.
There are a lot of foods that I would feed before Showcoats.

Here's the short list:
Canidae
Chicken Soup for the Dog Lover's Soul
Timberwolf Organics
Innova
Blue Buffalo
Wellness