Petfood Industry - November 2019 - 14

14 | www.PetfoodIndustry.com

TRANSPARENCY:
A complex issue for the pet food industry
As pet owners demand more from pet food manufacturers and suppliers, the industry
tackles the ways it has handled transparency - and what needs to change.
LINDSAY BEATON

T

ransparency in the pet food industry means many
things to consumers. For some, it goes hand-inhand with traceability. For others, a cleaner, simpler
label speaks to the idea of being forthright about
ingredients and intentions. For still others, transparency
is all about the marketing matching the reality. Whatever
the angle, it seems that trust is the key - trust between
consumer and manufacturer, and the knowledge that a pet
owner can believe what they see on store shelves.
But what does all that really mean in practice? Meaningful communication with consumers has been a
significant talking point in the industry for years, and
the complexity of what consumers want versus what the
industry can give is ever-changing. How can pet food get
transparency right?

Challenges at all steps of the process
From the ingredients to the final product, there are plenty

of opportunities for transparency in pet food - and plenty
of room for missteps.
"In my opinion, the transparency quest for us pet food
producers is somehow coming to a deadlock when it comes
to product declarations," said Henriette Bylling, CEO and
owner of Aller Petfood Group A/S. "We are having to meet
the requirements for both FEDIAF/AAFCO (the European
Pet Food Industry Federation/Association of American Feed
Control Officials) and the local authorities in individual
countries. However, when domestic pet food meets imported
pet food in the same geographic market, and the declarations and marketing claims are adapted to different standards, it is fully understandable that the consumer becomes
confused and does not know what to believe.
"In theory the local authorities should ensure that there
is a match, but this is not what I see in the market," said
Bylling. "In an ideal world it would be perfect if the requirements could be increasingly synchronized, but this would

▲ Pet food owners want transparency when it comes to what their pets are eating. How can the industry meet
current challenges to give customers what they want? Courtesy American Nutrition

November 2019

Industry


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Petfood Industry - November 2019

Table of Contents for the Digital Edition of Petfood Industry - November 2019

Petfood Industry - November 2019
Contents
How pet food can reduce waste, use more ingredients
Speaking of…
News and Calendar
Shameless Pets upcycles for eco-friendly dog treats
Transparency a complex issue for the pet food industry
The animal health corridor’s importance to pet food
Pet food companies give back in 2019
AAFCO holds annual meeting, Part 2: pet food activities
Whole soybeans: Why hasn’t pet food found this ingredient?
Current top trends in pet treats and chews
New Products
Marketplace
Advertiser’s Index
Petfood Industry - November 2019 - CT1
Petfood Industry - November 2019 - CT2
Petfood Industry - November 2019 - Petfood Industry - November 2019
Petfood Industry - November 2019 - Cover1a
Petfood Industry - November 2019 - Cover1b
Petfood Industry - November 2019 - Cover2
Petfood Industry - November 2019 - 1
Petfood Industry - November 2019 - Contents
Petfood Industry - November 2019 - 3
Petfood Industry - November 2019 - How pet food can reduce waste, use more ingredients
Petfood Industry - November 2019 - 5
Petfood Industry - November 2019 - Speaking of…
Petfood Industry - November 2019 - 7
Petfood Industry - November 2019 - 8
Petfood Industry - November 2019 - News and Calendar
Petfood Industry - November 2019 - Shameless Pets upcycles for eco-friendly dog treats
Petfood Industry - November 2019 - 11
Petfood Industry - November 2019 - 12
Petfood Industry - November 2019 - 13
Petfood Industry - November 2019 - Transparency a complex issue for the pet food industry
Petfood Industry - November 2019 - 15
Petfood Industry - November 2019 - 16
Petfood Industry - November 2019 - 17
Petfood Industry - November 2019 - The animal health corridor’s importance to pet food
Petfood Industry - November 2019 - 19
Petfood Industry - November 2019 - 20
Petfood Industry - November 2019 - 21
Petfood Industry - November 2019 - 22
Petfood Industry - November 2019 - 23
Petfood Industry - November 2019 - Pet food companies give back in 2019
Petfood Industry - November 2019 - 25
Petfood Industry - November 2019 - AAFCO holds annual meeting, Part 2: pet food activities
Petfood Industry - November 2019 - 27
Petfood Industry - November 2019 - Whole soybeans: Why hasn’t pet food found this ingredient?
Petfood Industry - November 2019 - 29
Petfood Industry - November 2019 - 30
Petfood Industry - November 2019 - 31
Petfood Industry - November 2019 - Current top trends in pet treats and chews
Petfood Industry - November 2019 - 33
Petfood Industry - November 2019 - New Products
Petfood Industry - November 2019 - 35
Petfood Industry - November 2019 - 36
Petfood Industry - November 2019 - 37
Petfood Industry - November 2019 - 38
Petfood Industry - November 2019 - 39
Petfood Industry - November 2019 - Marketplace
Petfood Industry - November 2019 - 41
Petfood Industry - November 2019 - Advertiser’s Index
Petfood Industry - November 2019 - Cover3
Petfood Industry - November 2019 - Cover4
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