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November 2009 November 2009 www.petfoodindustry.com Mars starts with the pet Luc Mongeau of Mars Petcare US, p. 24 A dietary treatment for osteoarthritis New products, new strategies Reducing costs in wet petfood production Digital version at www.petfoodindustry-digital.com 101-0911PETcov_C2201R6402.indd 101 10/27/2009 12:04:16 PM No passport required. Woven Poly Bags Made in the U.S.A. Accept no imitations. Avoid the hassle of service and quality problems of imported bags. Call us today and you won’t have to call us later. N Short lead times N Dependable service N Award-winning, quality product N 10-color water-based flexographic printing N FDA-approved / AIB certified N Seamless or seamed N EZ open closures Contact us at [email protected] or call 866-WVN-BAGS (866-986-2247) N Slider zipper closures super-tube.com | coating-excellence.com | Wrightstown, Wisconsin 102-0911PETcovads_C2201R6455.indd 102 10/27/2009 12:09:15 PM 001-0911PETcovads_C2201R6455.indd 1 10/27/2009 12:09:47 PM Digital version available online at www.petfoodindustry-digital.com November 2009 Volume 51, Number 11 Features24 Mars starts with the pet By Debbie Phillips-Donaldson A passion for pets and ‘petcentric’ mindset drive all new products and initiatives for Mars Petcare US. 28 28 A dietary treatment for osteoarthritis By Anton C. Beynen, PhD Gelatin hydrolysate can alleviate symptoms of this canine joint disease. 34 New products, new strategies By Jessica Taylor Research & development conducted on the Internet for new petfood product launches is driving growth and ingenuity. 38 38 Reducing costs in wet petfood production By David Primrose Savings can often be achieved by optimizing usage of gels and thickeners. Departments 6 Something to Chew On By Debbie Phillips-Donaldson 44 Petfood Insights By David Dzanis, DVM, PhD, DACVN 46 Ingredient Issues By Greg Aldrich, PhD 8 — Industry News 54 — Product News 24 22 — New on the Shelves 56 — Market Place 52 — Research Notes 60 — Advertisers’ Index On the cover: Luc Mongeau, president of Mars Petcare US, with Annie. PETFOOD INDUSTRY (ISSN 0031-6245) is published monthly by Watt Publishing Co., 303 N. Main St., Suite 500, Rockford, Illinois 61101-1018 USA. All rights reserved. Reproduction in whole or part without written permission is strictly prohibited. PETFOOD INDUSTRY and its logos are registered trademarks of Watt Photo by J.T. Wampler Photography (www. Publishing Co. POSTMASTER: Send address changes to: PETFOOD INDUSTRY, 303 N. Main St., Suite 500, Rockford, Illinois 61101-1018 USA. Periodical printroom.com/pro/jtwampler) postage paid at Rockford, IL and additional mailing offi ces. Canada: Canada Post International Publication Product Mail Code 1686232. 2 l l November 2009 002-0911PETtoc_C2201R6465.indd 2 10/27/2009 12:28:33 PM 003-0911PETtoc_C2201R6465.indd 3 10/27/2009 12:29:25 PM www.PetfoodIndustry.com Bruce Plantz, Vice President, Director of Content EDITORIAL STAFF Debbie Phillips-Donaldson, Editor-in-Chief Jessica Taylor, Associate Editor online Copy Desk Staff Ken Jennison, Managing Content Editor The online community for petfood professionals Sue Roberts, Senior Content Editor Tara Leitner, Senior Content Editor Eric Eyberger, Associate Editor Andrea Saladino, Associate Editor Kathleen McLaughlin Milella, Community Community Manager/SEO Editor Candi Teachman, Art Director Petfood-Connection: EDITORIAL & SALES OFFICE We need your input PETFOOD INDUSTRY, 303 N. Main St., Ste. 500, Rockford, Illinois 61101-1018 USA. Tel: +1.815.966.5400, www.petfood-connection. Fax: +1.815.966.6416 (Editorial), +1.815.968.0941 (Sales). Steve Akins, Vice President, Publisher com/profiles/blogs/petfood- [email protected] industry-seeks-your Tel: +1.919.387.7961, Mobile: +1.815.209.6444 Karen Blandford-Anderson, Sales Manager Daily Tweets [email protected], Tel: +1.815.966.5571 www.twitter.com/ USA ADVERTISING SALES petfoodindustry Michelle Adams, Inside Sales Manager [email protected], Tel: +1.815.966.5503 Petfood Industry TV Ginny Stadel, Sales Associate www.youtube.com/user/ [email protected], Tel: +1.815.966.5591 petfoodindustrytv INTERNATIONAL ADVERTISING SALES Tineke van Spanje, International Sales Manager Stay Connected [email protected] Tel: +31.495.526155, Fax: +31.495.525126 www.companies.to/ Ding Ding Li, Southeast Asia [email protected] petfood-connection.com Tel: +86.21.54136853 PUBLISHING SERVICES James Wessel, Circulation Director Online Exclusives For subscriptions, address changes, past copies— [email protected] Jim Riedl, Production Manager Webinar: Dietary treatments For advertising material, deadlines and processing— for osteoarthritis [email protected] Watch Dr. Anton Beynen’s presentation from ADMINISTRATIVE STAFF James W. Watt, Chairman Virtual Petfood Forum. Gregory A. Watt, President/CEO www.wattevents.com James Munch, COO, VP Finance, Corp. Secretary/Treasurer Joyce Neth, VP/Director of Insight, Research and Development 2 Research: Osteoarthritis sources SUBSCRIPTION INQUIRIES/ 1.5 CHANGE OF ADDRESS 1 Find references for Dr. Beynen’s article on canine Contact the Circulation Department at 303 N. Main 0.5 St., Ste. 500, Rockford, Illinois 61101-1018 USA. Tel: osteoarthritis. +1.815.966.5400; Fax: +1.815.968.0513; E-mail: jwessel@ 0 www.petfoodindustry.com/ wattnet.net. Subscription print edition prices: USA $84.00/ -0.5 yr, Canada $102.00/yr, Outside USA & Canada via Airmail A S L P osteoarthritisreferences.com $144.00/yr; $14.00 per copy unless marked. Digital edition Placebo Gelan hydrolysate sent by email: $36.00/yr. Prices in US dollars. Business or occupation information must accompany each subscription order. For change of address, contact the circulation department listed above and give BOTH old and new address. Webinar: Photocopy Permission: Permission is granted by the copyright owner, Watt Publishing Co., provided the Exotic ingredients galore appropriate fee is paid directly to Copyright Clearance Center, Inc., 222 Rosewood Drive, Danvers, MA 01923 View Dr. Greg Aldrich’s Virtual Petfood Forum USA, tel +1.978.750.8400, fax +1.978.750.4470. Bulk Reprints: Contact FosteReprints, +1.866.879.9144 or presentation. www.fostereprints.com. www.wattevents.com © Copyright 2009, Watt Publishing Co. All rights reserved 4 l l November 2009 004-0911PETtoc_C2201R6465.indd 4 10/27/2009 12:33:11 PM Palatability for wellness - 80298 © RCS Paris - B 337 934 483 - Photo : Image Source Black RCS Paris - B 337 934 483 Photo : Image Source SPF, worldwide leader, innovates and invents the Palatability New Generation combining its best performing palatants with exclusive solutions for the well-being of cats and dogs. With 12 plants in the world, SPF is the only one able to offer a true local approach providing you differentiation and competitiveness. www.spf-diana.com A Diana Ingredients company 005-0911PETtoc_C2201R6465.indd 5 10/27/2009 12:34:03 PM comments Something to Chew On BY DEBBIE PHILLIPS-DONALDSON Filling the gap ere’s some good news, cour- tesy of a survey recently commissioned by Petco: There’s a disconnect Nearly 80% of US pet between consumers’ Howners say they feel confident their pets’ food is healthy and nutritious. confidence in petfoods The bad news? Only 43% of respon- dents say they understand how to eval- and their knowledge uate the nutritional value of the food by of pet nutrition. looking at the ingredients on the label, and only 41% know which ingredients — Debbie Phillips-Donaldson are most nutritious. Citing a disconnect between confi- dence in petfoods and owners’ ability to experts”—at least two per store—who any attribution of sources, I applaud evaluate them, Petco is trying to fill the have received what the retailer calls a Petco’s initiative. For any of us who has gap by launching a pet nutrition educa- comprehensive pet nutrition training encountered an uninformed pet store tion campaign online and through its and certification course developed by a clerk cluelessly guiding consumers’ more than 950 US retail outlets. panel of about 20 internal and external petfood purchases, any type of training nutrition experts. Members included the and education is a positive step. In-store “experts” staff veterinarian from WellPet, other The retail giant is not the only one The survey also showed: petfood company executives and Petco stepping up. In October Veterinary ➤ 83% of respondents consider the executives such as the director of veteri- News Network (www.myvnn.com) nutritional value of their own food to nary medicine and Rick Rockhill, VP of launched a website for pet owners called be critical or important; merchandise innovation. PetDocsOnCall.com. The main features ➤ 79% place the same level of emphasis The program also includes consumer involve owners being able to post ques- on their pets’ nutrition; and pet nutrition workshops scheduled for tions and receive answers from vets (in ➤ Only 39% say they know the differ- all US Petco stores on November 14 and some cases for a fee), but the site also ences among petfoods labeled basic, a library of pet nutrition articles online includes articles and videos on pet premium, natural and organic. at www.petco.com/nutritioncenter. health topics, including nutrition. That last point is one of the areas All the materials are based on guide- Petco attempts to address with its educa- lines the retailer has developed for Opportunity to engage tion program. The key component is an making petfood purchases: Still, the amount of nutrition content army of more than 2,000 “staff nutrition ➤ Recognize that humans,
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