Navigating the marketing and mysteries of the pet food

WHAT SHOULD I FEED MY PET?Navigating the marketing and mysteries of the pet food

industry in the USA

2012Saturday, February 11, 12

We know what to feed a dog or cat when they are sick, but what should we feed them when they are healthy

in hopes that they don’t get sick?

There are so many choices when you go to the pet store....it’s totally overwhelming. I don’t really care what it costs, because

if you’re like me you love your pets and will spend extra if it will provide them benefits.

Saturday, February 11, 12

FACTORS TO CONSIDER Pricing

Marketing

Ingredients

Calories

Government Regulations

Big C vs. Small Companies


PRICINGThe price of the food does NOT always equate

with the quality especially as you go higher on the price point scale


MARKETING

Misleading

Misinformation

Mysterious

Money. Money. Money.


THEORY: DOGS AND WOLVES ARE 99% THE SAME AND

SHOULD BE FED AN ANCESTRAL DIET

The average life span of a wolf is 5 years. We are trying to triple that number.


TERMINOLOGY


HOLISTIC

No meaning whatsoever in the pet world


NATURAL

This means the PROCESSING was done naturally, not the ingredient. No chemicals, but can be heat processed, rendered, and fermented. This term is very vague and open to interpretation.


ORGANIC

A feed or ingredient solely derived from plant, animal or mined sources

Can be subjected to physical processing, heat processing, rendering, purification, extractions, hydrolysis, enzymolysis or fermentation

Not subjected to a chemically synthetic process

Not containing any additives or processing aids that are chemically synthetic except in amounts that might occur unavoidably in good manufacturing practices.


ORGANIC

Organic does not mean safer

Organic foods can be sprayed with organic pesticides, such as organophosphates. Organophosphates are deadly to animals in moderately high doses.

Rabies and Anthrax are organic, but you wouldn’t want them.


LEVELS OF ORGANIC

95-100%....may carry the USDA Organic Seal

70-95%....front panel may display “Made with Organic” followed by up to 3 specific ingredients

Less than 70%....can use the word organic on the ingredient panel to describe that ingredient but not on the main panel

It has to be this seal


HUMAN GRADE

No legal definition

Implies that the product is human edible

False and misleading


MARKETING TRICKSUsing the word “Natural” to describe an already natural product (ex: Natural Chicken)

Using the word “Holistic” or “Human Grade” when the product has meal or other non-human edible ingredients

Including the water weight in the protein source

Spelling the word wrong (Organix)

“No ethoxyquin added” when the ingredient arrived pre-treated with synthetic preservative (fishmeal)


GOVERNMENT REGULATIONS


FDA CENTER OF VETERINARY MEDICINE

Requires that all animal foods, like human foods, be safe to eat, produced under sanitary conditions, contain no harmful substances, and be truthfully labeled

WHAT THEY DO


FDA CENTER OF VETERINARY MEDICINE

WHAT THEY DON’T DO

Do not have pre-market approval requirement

Do not have power or ability to enforce a recall, can only suggest

Do not inspect a diet unless a complaint is filed


The Food Safety Modernization Act passed by President Obama January 2011 provides more

regulation and standardization of the food industry.

Even though the act has passed, the guidelines are still being written


There is NO pre-market approval program.

REALITY CHECK


AAFCOAssociation of American

Feed Control Officials

WHAT THEY DO

Define feed analysis recommendations, i.e. the percentage of protein, fat and fiber

Define ingredients acceptable for pet food

Standardized Feeding Trials


AAFCOAssociation of American

Feed Control Officials

WHAT THEY DON’T DO

They do not authorize, certify, test or otherwise approve animal feed.

They have no authority over websites or advertising, only the package.


AAFCO is using data from 1985 (over 25 years old) despite the fact that the Nutrition Research

Council published more current updated nutrient information in 2006.


AAFCO METHODS OF EVALUATING FOOD


“Formulated to meet the nutritional levels established by AAFCO”

Interpretation: Never fed to an animal before hitting the market.

Basically, it looks good on paper.

Exception: Some companies do their own feeding trials way beyond AAFCO standards and choose not to become “feeding trial” labeled. (Iams and Royal Canin)


“AAFCO Feeding Trials”

8 dogs, 6 months

--Only 6 have to live --Cannot lose more than 15% of their weight--Minimal bloodwork to monitor

*Seriously??


It is important to choose a food that has been tested beyond AAFCO standards.


INGREDIENTS



PROTEIN


PROTEIN

Protein provides essential amino acids that animals cannot make on their own.

Protein provides energy and is a critical building block for hair, skin, muscles, tendons and cartilage.

Combinations of proteins usually have higher levels of amino acids than single protein diets.


CHICKEN

Chicken for humanconsumption

Chicken as defined for pet food

The clean combination of flesh and skin with or without accompanying bone, derived from the parts or whole

carcasses of chicken or a combination thereof, exclusive of feathers, heads, feet and entrails.


CHICKEN MEAL

Chicken, without water, which has been ground or otherwise reduced in particle size


CHICKEN BY-PRODUCTS

Consists of the ground, rendered, clean parts of the carcass of slaughtered chicken, such as necks, feet, undeveloped eggs and intestines, exclusive of feathers, except in such amounts

as might occur unavoidable in good processing practice

✚


✚

The by-product on the left is nutrient rich organs and very nutritious to pets. The carcass on the right is primarily bone and

not very digestible.

By-products are a traded commodity. Those with less bone and more organs are more expensive to buy.

All by-products are not created equal


CHICKEN BY-PRODUCT MEAL

Chicken by-products, without water, which has been ground or otherwise reduced in particle size


REALITY CHECK

How do you know you’re not getting the low grade protein in

your pet food?

A food with higher levels of calcium and phosphorus usually contain more bone.


MEAT AND BONE MEAL

A rendered product from combined animals that include cows, pigs, sheep and goats


“4D” (dead, diseased, dying or disabled)

Uncommon practice to include in pet food and prohibited in ruminant (cattle, goats, sheep, elk, etc) feed due to mad cow disease

Traces of pentobarbital have been found

If rendered in high quality, can be excellent source of nutrients

If rendered in poor quality, should be avoided


FACT: Feeding excessive phosphorus to a pet with kidney disease makes the disease progress faster

FACT: Phosphorus is found in protein.

FACT: We can’t detect kidney disease until 66 to 75% of the total kidney function is lost

FACT: There is no benefit to feeding high levels of phosphorus after the growth phase

PHOSPHORUS


Feeding an OPTIMAL level of phosphorus is ideal for protecting kidney function

PHOSPHORUS


OPTIMAL PHOSPHORUS

0.4

1.5

2.5

3.6

4.6

Gm

/ 10

00 K

cal

Growth and Pregnancy 2.3 Maintenance 1.4 Maximum 4.6

To calculate the phosphorus level in gm/1000 kcal: Phosphorus in %dmb x 10,000 / ME (kg/kcal)


OPTIMAL PHOSPHORUS

0.4

1.5

2.5

3.6

4.6

Gm

/ 10

00 K

cal




OPTIMAL PHOSPHORUS

0.4

1.5

2.5

3.6

4.6

Gm

/ 10

00 K

cal




OPTIMAL PHOSPHORUS

0.4

1.5

2.5

3.6

4.6

Gm

/ 10

00 K

cal




PHOSPHORUS LEVELS DOG FOOD

0.4

1.5

2.5

3.6

4.6SD

k/d

SD j/

d

SD b

/d

RC O

steo

/Dig

est

SD H

ealth

y A

dv

Tast

e of t

he W

ild

Orij

en

Blue

Buf

falo

Wel

lnes

s Sup

er 5

Nat

ural

Bal

ance

Gm

/ 10

00 K

cal

Optimal

SD k/d is a kidney diet and shows how low phosphorus has to be to manage kidney disease



0.4

1.5

2.5

3.6

4.6SD

k/d

SD j/

d

SD b

/d

RC O

steo

/Dig

est

SD H

ealth

y A

dv

Tast

e of t

he W

ild

Orij

en

Blue

Buf

falo

Wel

lnes

s Sup

er 5

Nat

ural

Bal

ance

Gm

/ 10

00 K

cal

Optimal




0.4

1.5

2.5

3.6

4.6SD

k/d

SD j/

d

SD b

/d

RC O

steo

/Dig

est

SD H

ealth

y A

dv

Tast

e of t

he W

ild

Orij

en

Blue

Buf

falo

Wel

lnes

s Sup

er 5

Nat

ural

Bal

ance

Gm

/ 10

00 K

cal

Optimal



PHOSPHORUS LEVELS CAT FOOD

0.4

1.5

2.5

3.6

4.6SD

k/d

SD g

/d

SD A

ge D

efyi

ng

SD H

ealth

y A

dv

RC M

atur

e

Wel

lnes

s CO

RE

Frisk

ies

CA N

atur

als

Orij

en

Purin

a O

ne

Gm

/ 10

00 K

cal

Optimal




0.4

1.5

2.5

3.6

4.6SD

k/d

SD g

/d

SD A

ge D

efyi

ng

SD H

ealth

y A

dv

RC M

atur

e

Wel

lnes

s CO

RE

Frisk

ies

CA N

atur

als

Orij

en

Purin

a O

ne

Gm

/ 10

00 K

cal

Optimal




0.4

1.5

2.5

3.6

4.6SD

k/d

SD g

/d

SD A

ge D

efyi

ng

SD H

ealth

y A

dv

RC M

atur

e

Wel

lnes

s CO

RE

Frisk

ies

CA N

atur

als

Orij

en

Purin

a O

ne

Gm

/ 10

00 K

cal

Optimal



CARBOHYDRATES


CARBOHYDRATES

Provide energy

Digested and converted to glucose. Different carbohydrates convert at different rates resulting in varying blood sugar levels. It is helpful to maintain an even level when trying to lose weight.

Carbs are grains, vegetables, fruit


Encourage good bacteria growth (Acidophilus and Lactobacillus)

Acidify the intestinal lumen which decreases E. Coli, Salmonella and Clostridial replication

Grains have soluble and insoluble fiber that helps prevent diarrhea (FOS and MOS)

GRAINS PROMOTE INTESTINAL HEALTH


CORN AS A GRAIN


Corn, when processed properly (cooked and ground) has a very digestible profile with about 98% of its nutrients utilized by animals.


GRAIN-FREE DIETS


Marketing to people instead of animals is more profitable.

Many companies want you to think pets have a high incident of grain allergies.


REALITY CHECK

The incidence of food allergy in all animals?Less than 15%

The incidence of grain allergies in all animals?Less than 2%


Pets are Not People with Fur

Beef & Dairy

Chicken, Lamb, Pork, Fish

Egg and Soy

Grains (Wheat and Rice)

Corn

Gluten

0 15 30 45 60

Dog and Cat Food Allergens

Percentages of allergen triggers in dogs and cats with food allergies


GLUTEN-FREE DIETS

Gluten allergies have been found in 0.05% of animals. That is...... 5 in 10,000

It is a marketing campaign and should not be taken seriously!

Most of these are Irish Setters. They have a

genetic familial defect in processing gliaden.


VEGETABLES AND FRUITS AS CARBS

It’s not the pretty fresh fruit you’re thinking of.....it’s the dried fruit which is mostly sugar.


SUGAR LEVEL RISE AFTER MEAL

85

87.5

90

92.5

95

Sorghum Corn Barley Wheat Rice Fruits Vegetables

? ?


Use potatoes and tapioca commonly as the source of fiber. This is similar to a slice of bread.

Not really enough to promote good GI health, just enough to prevent diarrhea.

GRAIN-FREE DIETS


Animals fed a grain-free diet often have more bouts of loose stool and diarrhea.


SHOULD YOUR PET AVOID GRAINS?

Only if they have been diagnosed with a rare food allergy.

If you are concerned about allergies, you would be much more likely to see a response by

avoiding beef and dairy.


FAT


FAT

Helps with endurance activities

Improve sense of smell and joint function, reducing inflammation and increasing brain function


FAT FACTS

Pet obesity is the biggest problem animals face.

Grain-free diets often have very high calorie counts due to the high fat content.


CALORIC CONTENT

Often not listed on the pet food bag

Obesity has been linked to arthritis, pain, heart disease, diabetes and a shorter life span

Animals have caloric needs based on their weight


Dog and cat foods can vary from 230 calories per cup to 600 calories per cup

80 lb Lab =1100 calories per day

Cat =230 calories per day


www.petobesityprevention.com

This comprehensive website lists the calorie counts for all the major pet foods


http://www.petobesityprevention.com








FISH OIL

The beneficial part is EPA and DHA from Omega 3’s

Vegetable and oilseed (such as flax seed, vegetable, and olive) are not as easily converted to EPA and DHA

Marine sources, cold water oily fish, are the best (mehaden, mackerel, tuna, Atlantic salmon, herring and sardines)

Lean fish, such as cod, have much lower amounts


PRESERVATIVES


PRESERVATIVES

Vitamin E (Tocopherol)

Vitamin C (Ascorbic Acid)

Rosemary Extract

BHT......linked to cancer at very high doses

BHA......linked to cancer at very high doses

Ethoxyquin......linked to cancer at very high doses


PRESERVATIVES

The studies that have shown BHA, BHT and Ethoxyquin linked to cancer in rats and fish were at extremely high doses.

It would be similar to studying the effects of taking 400 to 1000 aspirins per day.


Canned foods need very little preservatives as canning itself is a

form of preserving.


THE PET FOOD LABEL


GUARANTEED ANALYSIS

Not very helpful

Guaranteeing a MINIMAL level of nutrition

We are trying to get OPTIMAL levels and avoid certain maximums.


GUARANTEED ANALYSIS

The ingredients listed by raw weight

Water weight counts. After the first 4, the amount drops off considerably.

The percentages are based on “as-fed” basis

Water has to be subtracted to compare diets. Can be very misleading especially if you don’t have a calculator.

Very few “maximum” regulations


Example: Dog Food A (dry)

38% protein

Moisture is 10%

To figure this, subtract the moisture 100-10=90 38% / 90 (dry matter)= 42% protein


Example: Dog Food B (canned)

7% protein

Moisture is 78%

To figure this, subtract the moisture 100-78=22 7% / 22 (dry matter)= 31% protein


NUTRITIONAL ADEQUACY STATEMENT

Formulated vs. Feeding Trial

Life Stage vs. All Life Stages

Puppy/Kitten

Adult/Maintenance

All Life Stage (avoid this)


ALL-LIFE STAGE DIETS

This means the diet has to pass the requirements for ALL the life stages. It is basically puppy or kitten food.

It is not ideal to feed this to a pet after the growth phase is completed.




RAW DIETS


Difficult to balance so health risks increase, especially in growing animals

Increased risk for diarrhea and GI infection

Exposes the humans to Salmonella, E. Coli, Cryptosporidium

Active Salmonella is excreted in stool and remains active posing a health risk for adults and children

Unproven and considered a fad by most veterinarians

RAW DIETS


HOME-COOKED DIETS


Most home diets are not balanced and this is a great health risk to animals

The KEY POINT is to have a balanced additive for minerals and vitamins.

www.balanceit.com

HOME-COOKED DIETS


http://www.balanceit.com

http://www.balanceit.com

BIG CORPORATIONSVS.

SMALL COMPANIES


THE BIG FOUR

Royal CaninHill’s Science DietIams/Eukanuba

Purina


EXAMPLES OF SCIENCE THAT HAS CHANGED LIVES

THROUGH FOOD

Iamsgastrointestinal

Purinadiabetesarthritis

Royal Caninurinary disease

Royal Canin

large breed development

Hill’sfood allergies

Hill’s y/dhyperthyroidism

Hill’s k/dkidney failure


BIG CORPS

Science Based Diets x x x x

Veterinarian or Nutritionist on Staff x x x x

Manufacture Their Own Product x x x x

Extensive Quality Control Programs x x x x

Research to Find Cures for Disease x x x x

Work Closely with Veterinarians x x x x

Can Visit Facility x x x x

Scien

ce D

ietRoy

al Can

inPu

rina

Iams


CRITICAL QUESTIONS


CRITICAL QUESTIONS

Who designed your diet?


CRITICAL QUESTIONS

Who designed your diet?Have you ever done a feeding trial for your product?


CRITICAL QUESTIONS

Who designed your diet?Have you ever done a feeding trial for your product?Do you monitor the levels of minerals and protein in each production cycle?


CRITICAL QUESTIONS

Who designed your diet?Have you ever done a feeding trial for your product?Do you monitor the levels of minerals and protein in each production cycle?Do you manufacture your own product?


CRITICAL QUESTIONS

Who designed your diet?Have you ever done a feeding trial for your product?Do you monitor the levels of minerals and protein in each production cycle?Do you manufacture your own product?Do you have a nutritionist on staff?


CRITICAL QUESTIONS

Who designed your diet?Have you ever done a feeding trial for your product?Do you monitor the levels of minerals and protein in each production cycle?Do you manufacture your own product?Do you have a nutritionist on staff?What is your QC program?


CRITICAL QUESTIONS

Who designed your diet?Have you ever done a feeding trial for your product?Do you monitor the levels of minerals and protein in each production cycle?Do you manufacture your own product?Do you have a nutritionist on staff?What is your QC program? Do you import any of your ingredients?


CRITICAL QUESTIONS

Who designed your diet?Have you ever done a feeding trial for your product?Do you monitor the levels of minerals and protein in each production cycle?Do you manufacture your own product?Do you have a nutritionist on staff?What is your QC program? Do you import any of your ingredients?How many recalls have you had?


CRITICAL QUESTIONS

Who designed your diet?Have you ever done a feeding trial for your product?Do you monitor the levels of minerals and protein in each production cycle?Do you manufacture your own product?Do you have a nutritionist on staff?What is your QC program? Do you import any of your ingredients?How many recalls have you had?Do you do research or help try to find cures for disease?


CRITICAL QUESTIONS

Who designed your diet?Have you ever done a feeding trial for your product?Do you monitor the levels of minerals and protein in each production cycle?Do you manufacture your own product?Do you have a nutritionist on staff?What is your QC program? Do you import any of your ingredients?How many recalls have you had?Do you do research or help try to find cures for disease?Can I visit your facility?


REALITY CHECK

Marketing is pervasive in the pet food industry, research is not..............

Choose a diet based on science and facts, not marketing and fads.


HOW TO CHOOSE A PET FOOD?

High quality by-products or meatGrains as carbohydrate source (if no allergies)

Optimal phosphorus, sodium and calciumEPA/DHA fish oil

Moderate calorie contentFiber benefitsAnti-oxidants

Natural preservatives**breed specific benefits when applicable


WHAT TO AVOID...

High protein levelsHigh phosphorus levels

All-life stage dietsNon-marine source fish oils

Meat and bone mealGrain-free diets

High calorie dietsUnbalanced diets


RECOMMENDED DIETS

Veterinary wellness diets are a higher quality and provide more benefits than over the

counter diets.


RECOMMENDED DIETSSMALL DOGS

•Royal Canin Skin & Stone•Royal Canin Weight & Stone•Science Diet Healthy

Advantage

•Royal Canin Toy or Mini•Royal Canin (breed specific)•Science Diet

Vet

Pet Store


RECOMMENDED DIETSLARGE DOGS

**** Royal Canin Osteo and Digest**** Royal Canin Mature **** Science Diet Healthy Advantage**** Science Diet j/d

*** Royal Canin Medium, Maxi or Giant*** Royal Canin (breed specific)*** Science Diet Mobility Support** Science Diet** Eukanuba* Iams* Purina

Vet

Pet Store


RECOMMENDED DIETSSENIOR DOGS

•Science Diet b/d or j/d•Royal Canin Mature

•Royal Canin Aging Care•Science Diet Mobility•Science Diet Mature

Vet

Pet Store


RECOMMENDED DIETSYOUNG ADULT CATS

•Royal Canin Young Adult•Science Diet Healthy Advantage•Science Diet w/d or t/d

•Royal Canin•Science Diet

Vet

Pet Store


RECOMMENDED DIETSSENIOR CATS

•Royal Canin Mature•Science Diet g/d or j/d

•Science Diet Age-Defying•Royal Canin Active Mature•Science Diet

Vet

Pet Store


W E S T L AW N , PA * 6 1 0 . 6 7 8 . 2 5 2 5W W W . L A R K I N V E T. N E T


http://www.riverviewanimal.com

http://www.riverviewanimal.com

Documents

Navigating the marketing and mysteries of the pet food