Pet Food Manufacturers Go Transparent
BY RICHARD ROWLANDS
To meet the demands of today’s discerning customers, food companies are revealing
their manufacturing processes, ingredient sourcing practices and more.
With the term “natural” now so ubiquitous in the pet food space, companies must think hard about the best ways to stand out from their competitors. The trend for natural human foods, the humanization of pets and the resulting
shift toward natural pet food has been a huge boon to the pet industry. But with natural pet foods so mainstream,
savvy consumers are looking
for new ways to distinguish
which products really are the
most healthful for their pets.
According to the Packaged
Facts report Natural, Organic,
and Eco-Friendly Pet Products
in the U.S., 6th Edition, sales of
natural pet food reached $8.2
billion in 2016—a 25 percent
slice of the market. In fact,
sales have increased year-on-year since 2012, firmly establishing the category as one of
the most profitable within the
But with so many pet food
products labeled as “natural,”
how, exactly, can companies differentiate their products from the masses of others
One of the emerging trends
in the industry is the move toward “clean label” pet foods.
Clean label foods are broadly
defined as those made from
whole ingredients such as
fruits and vegetables. They
also have a much shorter and
simpler ingredient list than
standard products, and are
free from synthetic ingredients such as artificial flavors,
colors and preservatives.
The problem, though, is
that no standard regulatory
guidelines exist for clean label pet foods. This can lead to
confusion among consumers
when comparing the health
benefits of different brands.
The solution? Forward-thinking companies are now
becoming increasingly transparent about their manufacturing processes and educating consumers about the
ways in which the ingredients
in their foods meet pet health
Pet Product News spoke
to three companies that manufacture pet food to find out
more about their manufacturing processes, company ethos,
and the role of transparency
and authenticity in the ongoing success of the brand.
Canidae is an independent, family-owned company based in San Luis Obispo, Calif.
The company’s Ethos Pet Nutrition facility opened in 2012 and is dedicated to the
research and development of its premium pet food formulas.
“Our goal has never been to be the biggest pet food company, but the best,”
said Rafi Kalachian, vice president of marketing and product management at Canidae.
35. International Trade Fair for Pet Supplies
Nürnberg, Germany: May 8–11, 2018
New schedule! Tuesday to Friday
World’s largest choice of pet supplies
The latest trends and a wide range of products:
at the world’s leading trade fair for pet supplies, you can
join 40,000 trade visitors to gain a unique overview of
the innovative products and services available – exactly
what you need to enrich your product line and increase
Dynamic B2B marketplace:
˚ 1,800 exhibitors (82% international)
˚ Newcomers, niche brands
˚ Market-leading brands
˚ Valuable business contacts
˚ Exchange of experiences
˚ 115,000 m² of exhibition area
We’re looking forward to seeing you!
Further information is available at
T + 49 9 11 86 06 -49 69 or interzoo.com
Admission for trade visitors only
Honorary sponsor Organizer
Follow us on
IZ18_203-2x254_USA_Pet_Product_News_International_BSI.indd 1 26.09.17 14: 33