Petfood Industry - November 2019 - 16

16 | www.PetfoodIndustry.com

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TRANSPARENCY A COMPLEX ISSUE FOR THE PET FOOD INDUSTRY

require extensive work from the industry that we all have to
be ready to take on."
What's on the pet food or treat bag is the most obvious
vehicle for industry transparency, but it can create confusion
as often as not.
"There is a strong global trend in the pet food industry
toward a simpler/clean label," said Rikke Sakstrup Frandsen,
industry business manager, natural colors division, for Chr.
Hansen. "There is a wish to claim 'preservative free', 'no
artificial flavors or colors added' or even 'natural'."
But getting to the point where those claims can be made
can itself be a struggle between what the consumers want
and what the industry can reliably provide...and how to
truthfully convey the result.
"It is a challenge to balance 'natural' with a satisfactory
shelf life - without preservatives, a product doesn't last
as long - but here one should differentiate between more
natural preservatives and those that are based on chemicals," said Frandsen. "Picture a bunch of flowers freshly
picked from a field and put in a vase with just water. It
doesn't get more natural than this, straight from nature and
no chemicals added. But without preservatives, durability is
limited to three-six days. Is that okay? Hardly."
Sometimes part of the issue is determining who should
convey the information customers want as much as how.
"We do supply information to our clients when asked or

as part of an ongoing agreement with them, but we leave
it up to our clients to educate inquiring consumers," said
Steve Mills, senior vice president of customer brand and
co-manufacturing sales for private label pet food manufacturer American Nutrition.
Of course, in order to do that, everyone involved still
needs the correct information, and that is a process, as well.
"We have customers who desire more transparency into
ingredient sourcing and quality," said Mills. "When working
with a customer with this desire, our ingredient sourcing
and quality teams will work with them attempting to meet
their requirements. American Nutrition has a robust vendor
audit program, and many of our customers will also audit
our vendors. We also have customers who select certain
vendors and ingredients for exclusive use in their formulas."

Solutions: communication and technology
lead the way
As the pet food industry continues to navigate the
waters of transparency needs, two paths seem to intertwine on the road to success - communication and
technology.
"For me it is paramount that we are always ready to have
a dialogue and share information," said Bylling. "Even on
social media in 'troll' cases it is important to 'kill people with
kindness'...and information."

Labels are very visible components of
transparency, and technology is paving the way
to make those components more streamlined and
easier to execute. Courtesy NiceLabel

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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