Petfood Industry - May 2014 - 39
www.petfoodindustry.com celebrity endorsements, as well as "veterinarian recommended" and "natural" claims) and covers controversial topics such as raw foods, by-products and food safety issues. Regulatory bodies and their oversight of labeling and claims are not immune to criticism, either. WHEN I SAID I wished I'd written the book myself, does that mean I agree with it in its entirety? Frankly, I do not. I did spot some factual errors. Just a minor point, but as an example, "brewers rice" is actually a synonym of "chipped rice" as per AAFCO #75.4, not a variant of "brewers grains" (AAFCO #15.1) as implied by its description in the book (in fact, these are two very different ingredients). There is discussion of some issues that I felt deserved further explanation or qualification. Also, I respectfully disagree with some of the conclusions presented. For example, in my perspective and experience there is a lot more regulatory scrutiny of label claims (nutrient content, structure/function, "organic," etc.) than for which the book gives credit. However, these discrepancies in no way diminish the utility of the book in helping dog food purchasers in critically evaluating products and claims, hopefully leading to sound buying decisions. OBVIOUSLY, DOG FOOD Logic is written for the intended benefit of the dog food purchaser. To that end, the book goes far and is much better than the fodder I typically see in book stores or on the Web today. Personally, I can think of a number of so-called experts similar to the author's "Joe next door (who happens to know a lot about dogs)" for whom this book could be an eye-opener. Whether those people would be able to see themselves in the book PetfoodIndustry May 2014 and adjust their thinking patterns accordingly is another question. Regardless, I would recommend all in the petfood industry to take a good look at it as well. You might just learn something about your marketing and claim strategies and whether they address the needs of the truly critical thinker! ■ We put the good stuff in your pet food formulas. Pet owners are demanding more from pet food manufacturers and Ameri-Pac is here to help you deliver. We provide custom and private label blends of companion pet food premixes, including fruits, vegetables and herbs, vitamins and minerals. All production is done in our modern facilities, using food grade manufacturing and technology. We tightly manage facility security, information flow and food safety. An animal nutrition scientist is on staff along with manufacturing experts to help you develop the ideal custom blend for your customers. Or give us your exact specifications and we'll deliver a product that meets your standards. At Ameri-Pac, you're in control of what goes into your formulas. Call us today and discover why top pet food companies trust Ameri-Pac to be their manufacturing partner. ® Your source for custom blend premixes ANNOUNCED SUPERIOR RATING Ameri-Pac.com | St. Joseph, MO | 800.373.6156 39
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