Petfood Industry - July 2018 - 28

28 | www.PetfoodIndustry.com

➥THE IMPORTANCE OF TRANSPARENCY IN THE PET FOOD INDUSTRY
How to influence the influencers and
educate pet parents

spoke on transparency ("Why is pet food surrounded by
secrecy? The quest for transparency") at Petfood Forum 2018,
held in Kansas City, Missouri, USA, in April. "Those days are
over," she said.
According to Bylling, an increased number of influencers,
such as freelance writers and bloggers, means those in the
pet food industry simply can't control their brand or product

One of the most significant ways to reach out to pet
parents today is through online social media, according to
Larine Urbina, vice president of communications for Tetra
Pak U.S. and Canada. Urbina spoke at Petfood Forum 2018
on "Beyond millennials: reaching the connected pet food
consumer." The connected consumer is well-adjusted to being
online and spends a significant amount of time conducting
business via the internet. According to Urbina, connected
consumers spend at least four hours online every day. They
actively engage with brands online and want to be involved.
"There is a shift from traditional media to online
forums, blogs and social media," said Urbina at Petfood
Forum. "User-generated content is more influential
and popular than ever." In fact, 51 percent of connected
consumers trust personal experience, versus 49 percent
who trust data, and social media is seen as substantially
more believable (with 62 percent trusting it) than advertising (with just 38 percent of consumers trusting it),
according to Urbina (see Figure 2).
Communicating with consumers is about more than
education, it's about empowerment, said Urbina. Empowered consumers adapt their behavior, and providing them
with the information they need (i.e., creating awareness) will
bring about consideration on their part, which could lead to
conversion, loyalty and even advocacy. Through this lens,

Pet food experts:
How to be
transparent with
consumers
www.PetfoodIndustry.com/
articles/7169
Photo by Stokkete I Bigstock.com

messages as well as they used to (see Figure 1). Ignoring that
reality could spell disaster for the pet food industry.
"A lack of transparency from us, pet food producers, means
that we are leaving the influencers to their own devices,"
said Bylling. "And we're increasing the likelihood of Google
leading the pet parent to incorrect or biased information. If
we don't share 'top secret' pet food information, pet parents
and other stakeholders will make up their own 'truth' and
potentially expect the worst."

THE INFLUENCER FLOW IN PET FOOD
The pet food
company/brand

The pet food
company/brand

The pet food
company/brand

The
veterinarian

The
raw diet
promoter

The family member,
a pet parent

The retailer

Online
pet food
forums

The pet parent

Marketing campaigns

Anticommercial
pet food
promoter
The
freelance
writer
The
blogger

Source: "Why is pet food surrounded by secrecy?" Henriette Bylling, Aller Petfood Group, Petfood Forum 2018

FIGURE 1: The influencer flow used to be fairly straightforward in the pet food business, but with the addition of the
internet and all of its component parts, opinions of all sorts flow far more freely to consumers.
July 2018

Industry


http://www.PetfoodIndustry.com http://www.PetfoodIndustry.com/articles/7169 http://www.Bigstock.com

Table of Contents for the Digital Edition of Petfood Industry - July 2018

Petfood Industry - July 2018
Contents
High-protein pet food: popular ingredient has challenges
Industry News
New Products
Blue Dog Bakery: mass market premium treat success
New cat food, treat products refl ect pet ownership
The importance of transparency in the pet food industry
Brazil, Mexico lead Latin America in pet food consumption
Experts address Chinese pet food market, new regulations
Human vs. pet food labeling: How do they differ?
Legume seed oligosaccharides: How much is just right in dog and cat diets?
How shifting pet ownership economics impact pet food
Marketplace
Advertiser’s Index
Petfood Industry - July 2018 - CT1
Petfood Industry - July 2018 - CT2
Petfood Industry - July 2018 - Petfood Industry - July 2018
Petfood Industry - July 2018 - Cover1a
Petfood Industry - July 2018 - Cover1b
Petfood Industry - July 2018 - Cover2
Petfood Industry - July 2018 - 1
Petfood Industry - July 2018 - Contents
Petfood Industry - July 2018 - 3
Petfood Industry - July 2018 - High-protein pet food: popular ingredient has challenges
Petfood Industry - July 2018 - 5
Petfood Industry - July 2018 - Industry News
Petfood Industry - July 2018 - 7
Petfood Industry - July 2018 - 8
Petfood Industry - July 2018 - New Products
Petfood Industry - July 2018 - 10
Petfood Industry - July 2018 - 11
Petfood Industry - July 2018 - 12
Petfood Industry - July 2018 - 13
Petfood Industry - July 2018 - 14
Petfood Industry - July 2018 - 15
Petfood Industry - July 2018 - Blue Dog Bakery: mass market premium treat success
Petfood Industry - July 2018 - 17
Petfood Industry - July 2018 - 18
Petfood Industry - July 2018 - 19
Petfood Industry - July 2018 - New cat food, treat products refl ect pet ownership
Petfood Industry - July 2018 - 21
Petfood Industry - July 2018 - 22
Petfood Industry - July 2018 - 23
Petfood Industry - July 2018 - 24
Petfood Industry - July 2018 - 25
Petfood Industry - July 2018 - The importance of transparency in the pet food industry
Petfood Industry - July 2018 - 27
Petfood Industry - July 2018 - 28
Petfood Industry - July 2018 - 29
Petfood Industry - July 2018 - 30
Petfood Industry - July 2018 - 31
Petfood Industry - July 2018 - Brazil, Mexico lead Latin America in pet food consumption
Petfood Industry - July 2018 - 33
Petfood Industry - July 2018 - 34
Petfood Industry - July 2018 - 35
Petfood Industry - July 2018 - Experts address Chinese pet food market, new regulations
Petfood Industry - July 2018 - 37
Petfood Industry - July 2018 - Human vs. pet food labeling: How do they differ?
Petfood Industry - July 2018 - 39
Petfood Industry - July 2018 - Legume seed oligosaccharides: How much is just right in dog and cat diets?
Petfood Industry - July 2018 - 41
Petfood Industry - July 2018 - 42
Petfood Industry - July 2018 - 43
Petfood Industry - July 2018 - How shifting pet ownership economics impact pet food
Petfood Industry - July 2018 - 45
Petfood Industry - July 2018 - 46
Petfood Industry - July 2018 - 47
Petfood Industry - July 2018 - Marketplace
Petfood Industry - July 2018 - 49
Petfood Industry - July 2018 - Advertiser’s Index
Petfood Industry - July 2018 - Cover3
Petfood Industry - July 2018 - Cover4
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