May 2010 Petfood I N D U S T R Y

05/2010 Industry www.PetfoodIndustry.comPetfood

Make your mark with a bark!

What’s hot in petfood

Feature company Petfood takes COMING BY IT a vacation HONESTLY Lucy Postins of The Honest Kitchen, p. 22

Digital version at www.petfoodindustry-digital.com

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IndustryVolume 52 • Number 5 PetfoodDigital version available at www.petfoodindustry-digital.com

Features

Coming by it honestly | 22 By Jessica Taylor After demand for Lucy Postins’ line of petfood built among her friends, she decided to manufacture it for the consumer marketplace, but on her own terms.

What’s hot in petfood | 28 22 By Debbie Phillips-Donaldson Rising markets and trends with staying power are driving industry growth.

On the cover: Lucy Postins, Petfood takes a vacation | 32 co-founder and owner of The By Jessica Taylor Honest Kitchen, with Mosi, her Rhodesian Ridgeback who Now is the time for packagers, producers, marketers and manufacturers to capitalize on helped inspire Postins and her the traveling-with-pets trend. husband to start the company.

Make your mark with a bark! | 34 By Jessica Taylor Your packaging should set your food or treat apart from the pack, establishing your 28 brand, utilizing a clear label and reaching your audience. Columns

Something to Chew On By Debbie Phillips-Donaldson | 6

May 2010 Petfood I n d u s t r y

002-1005PETtoc_C2201R10215.indd 2 4/27/2010 1:30:27 PM 003-1005PETtoc_C2201R10215.indd 3 4/27/2010 1:34:15 PM CORPORATE HEADQUARTERS 05/2010 303 N. Main St., Ste. 500 Industry Rockford, Illinois 61101-1018 USA. Petfood Tel: +1 815 966 5400; Fax: +1 815 968 0941 The online community for VP/Publisher Steve Akins, [email protected] www.PetfoodIndustry.com petfood professionals Tel: +1 919 387 7961; Fax: +1 815 966 0941 VP/Director of Content Bruce Plantz, [email protected] Tel: +1 815 966 5425 Community EDITORIAL TEAM Editor-in-Chief Debbie Phillips-Donaldson Petfood-Connection: Private label [email protected] Tel: +1 815 966 5424 http://www.petfood-connection.com/group/ Associate Editor Jessica Taylor [email protected] Tel: +1 815 966 5413 productdevelopment/forum/topics/private-label Copy Desk Team Managing Content Editor Ken Jennison Community Manager/SEO Editor Kathleen McLaughlin Milella Daily Tweets Senior Content Editors Tara Leitner, Sue Roberts www.twitter.com/petfoodindustry Associate Editor Andrea Saladino

Art/Production Team Art Director Candi Teachman Production Manager Jim Riedl Stay Connected [email protected] Tel: +1 815 966 5426 www.companies.to/petfood-connection.com Advertising Production Coordinator Connie Miller

SALES TEAM Petfood Industry TV USA Sales Manager www.youtube.com/user/petfoodindustrytv Karen Blandford-Anderson [email protected] Tel: +1 815 966 5571 Inside Sales Manager Michelle Adams Online exclusives [email protected] Tel: +1 815 966 5503 Sales Associate Ginny Stadel [email protected] Tel: +1 815 966 5591 Q&A: Interview with Europe/Asia The Honest Kitchen Tineke van Spanje Find out more about this company’s development and [email protected] Tel: +31 495 526 155 Southeast Asia growth at www.petfoodindustry.com/HonestQA.aspx. Dingding Li [email protected] Tel: +86 21 54136853 PowerPoint: Health and Wellness To order reprints contact FosteReprints opportunities in petfood +1 866 879 9144 www.fosterprinting.com. Learn about global petfood growth drivers. See the Petfood SUBSCRIPTION INQUIRIES/ Workshop 2010 presentation by Lee Linthicum of Euromon- CHANGE OF ADDRESS Contact the Circulation Department at itor at www.petfoodindustry.com/Euromonitor2010ppt.aspx. 303 N. Main St., Ste. 500, Rockford, Illinois 61101-1018 USA. Tel: +1 815 966 5400; Fax: +1 815 968 0513; E-mail: jwessel@ wattnet.net. Subscription print edition prices: USA $84.00/yr, Canada $102.00/yr, Outside USA & Canada via Airmail $144.00/ Video: Wow Bow bowl yr; $14.00 per copy unless marked. Digital Get to know the Acqua Böl a little better at edition sent by email: $36.00/yr. Prices in US dollars. Business or occupation information www.petfoodindustry.com/WowBow.aspx. must accompany each subscription order. For change of address, contact the circulation department listed above and give BOTH old and new address. © Copyright 2010, Watt Publishing Co. All rights reserved

May 2010Petfood PetfoodI nI d n u d s u t s r yt r y

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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

005-1005PETtoc_C2201R10215.indd 5 4/27/2010 1:31:50 PM 6 www.petfoodindustry.com Get more Something to Chew On Find more news at www. petfoodindustry.com/ListNews. Debbie Phillips-Donaldson aspx and new products at www.petfoodindustry.com/ ListConsumerProducts.aspx. Petfood’s launch party

A TRIP TO Global Pet Expo (GPE) in starting an all-natural, oven-baked kibble line Orlando, Florida, USA, in late March and a wet petfood line to be distributed to provided tangible proof that the pet independent pet stores; industry has weathered the reces-  SmartPak, previously specializing in human sion well and is set for a strong year. nutrition and pet medications via online and There were definitely more people— mail, launching Proportions Whole Food pet retail store buyers, exhibiting Nutrition Program, which it describes as a pet product manufacturers and “new diet category for dogs that will forever others—than at last year’s event, and change the way people feed their dog”; and a palpable buzz filled the aisles and  Freshfetch, announcing shortly after GPE A urry of new air. A colleague noted the number of what it calls a reawakening of “ancestral orders she saw being written one day. food for dogs. Every Freshfetch meal is real, products, brands The largest pet industry trade show unprocessed food that you’ll recognize when and line extensions in the US, GPE is where many manu- you see it.” facturers launch their new products, Obviously, more information about these show our industry and this year’s event didn’t disappoint. new lines and nutrition programs is needed, is no stranger to While I saw few truly innovative but they help make the case that petfood is no petfood products, I did find many new stranger to innovation. innovation. petfood and treat brands, line extensions and campaigns, most touting ANOTHER NEWSWORTHY TREND noticed at natural or organic claims. GPE was the number of petfood manufacturers One of the few innovative products: Smart Pup tying their brands and marketing to causes treat cups from Ubuntu, the new pet division of benefiting pets or people. For example, Bil-Jac has a natural human food manufacturer. Like many secured a license to produce dog treats for Amer- other companies entering our industry from the ica’s VetDogs Veteran K-9 Corps, which provides human nutrition world, Ubuntu is using tech- service and therapy dogs to US military veterans nology from its human products, in this case to and active personnel dealing with post-traumatic fortify peanut butter-banana smoothies with what symptoms, loss of limbs and other injuries. it says are higher, more absorbable doses of func- As part of its launch of a new line of dog food tional ingredients (omega 3 fish oils, glucosamine/ called Zero/G (“zero grains, zero gluten, zero chondroitin, prebiotics/probiotics). GMO”), Darford has created a donation program called the Plus One Movement. Its dog foods and COMPANIES INTRODUCING NEW petfood treats are packaged in kits with a small donation brands and lines include: bag of Zero/G that purchasers can place in a bin  Blue Seal, announcing By Nature and By at participating pet stores. The donation packs Nature Organics, both complete lines (dry will then be distributed to no-kill animal shelters. and wet foods for both dogs and cats, plus dog Watch PetfoodIndustry.com and the maga- biscuits) exclusive to the pet specialty channel; zine for more information on cause marketing  Three Dog Bakery, known for its franchises from petfood companies, as well as a report from of retail bakeries (now numbering about 50 Interzoo this summer. Meanwhile, keep those in the US, Canada, Japan and Hong Kong), new products, brands and campaigns coming. ■

Debbie Phillips-Donaldson is editor-in-chief of Petfood Industry magazine. E-mail her at [email protected].

May 2010 Petfood I n d u s t r y

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Industry News Learn more The latest news and updates Quick hits are always on  Bark Busters, www.PetfoodIndustry.com. a dog training company, has selected Nature’s Variety as a preferred brand of premium dog food. The crowd grows at Petfood Forum 2010  Kansas State In a time when most events are suffering losses of 12-20% or more, Petfood Forum and University Petfood Workshop 2010 gained 8% in attendance over 2009 (which also saw a year-over-year and Wenger increase). And for the second year in a row, the exhibit hall sold out, with booths spilling into the Manufacturing foyer outside the hall. will present the More than 1,000 petfood profes- three-day Execu- sionals gathered in Chicago to see tive Program keynote Joel Silverman with his for Extrusion dog Foster, hear the latest petfood Processing: market reports from David Lummis Technology of Packaged Facts and Lee Linthicum and Strategic Management in of Euromonitor, listen to executives June in India and discuss petfood safety and nutrition- in Kansas, USA, ists answer audience questions and in August. hear nearly two dozen other industry  On July 1, Wim experts share their knowledge on Kieftenbeld will topics ranging from HACCP, nutrig- be appointed enomics and prebioitics to convenience managing in packaging, emerging food safety director of the technologies and the carbon footprint. Dutch distribu- You can see a variety of video clips More than 1,000 petfood professionals from around the world tion company from Petfood Forum on the Petfood gathered in Chicago in April for Petfood Forum 2010. Vitakraft.  OnlyDogSupplies Industry YouTube channel. .com is now operational with thousands of items available to dog owners. Vets support Global Pet Expo  Apple now canned petfood attendance grows offers Greater- over raw diet After compiling final numbers, the American Pet Good’s new Despite the popularity of raw Products Association and Pet Industry Distributors Touch To Give petfood diets, many vets are Association announced that Global Pet Expo 2010, app; 100% of the not comfortable recommending held in March in Orlando, Florida, USA, exceeded revenue from the app’s sponsor a raw food diet to their clients, attendance ads will be used according to NY Daily News. expectations. to feed and care Veterinarian Philip Raclyn’s The show for rescued pets concerns about raw diets featured 803 in shelters and include the risk of contamina- exhibitors, sanctuaries. tion from Salmonella, E. coli and 2,250 booths  Key Technology other bacteria, not to mention and more appointed Dr. potential dietary imbalances than 3,000 new product launches. Approximately Michael Nichols and internal injuries from sharp 4,495 pet product buyers from around the world senior director bones. attended, up from last year’s 4,100 buyers. of research and development.

May 2010 Petfood I n d u s t r y

010-1005PETnews_C2201R10212.indd 10 4/28/2010 8:45:54 AM German petfood sales down, total money spent up Germans spent more money on their pets with a turnover on petfood increasing by 2.7% to €2.97 billion (US$4 billion). Since petfood sales in Germany dropped 1.4%, the increase is attributed to higher pricing and shifts in assortment. Wenger Industry Poll Mars to use only sustainably sourced fish Add your input Mars Petcare has committed to using only sustainably sourced fish by 2020 in its petfood products. to the dialogue. Dwindling global fish stocks prompted Mars to work with the World Wildlife Fund to develop its fish To answer the poll question, log on to sustainability commitment. www.petfoodindustry.com

Inform your audience E-mail [email protected] with the latest news from your company to be considered for our ‘Quick hits’ section!

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Say more Post your feedback about Feedback Petfood Industry on www.Petfood-Connection.com, or e-mail [email protected]. HSUS responds

I READ WITH interest your piece (“Something considered the carbon footprint of producing to Chew on,” March issue) on the new food the this product in another country: The recipe for Humane Society of the United States (HSUS) Humane Choice, based on vegetables and grains, recently launched, Humane Choice. There are a few results in a smaller carbon footprint than compa- things in the article that I would like to address. rable products based on meat, dairy and eggs. HSUS has not “pursued an activist agenda Its USDA Organic certification means Humane targeting significant segments of the economy, Choice is also produced without synthetic, fossil including petfood in the wake of the 2007 US fuel-based fertilizers and pesticides. The green- recalls.” HSUS did actively house gas efficiencies gained in the harvest and campaign Congress and the production phase substantially offset the green- Corrections US Department of Agriculture house gas costs of long-distance distribution. (USDA) to ensure companies are We chose to work with our manufacturer in The “Just the facts” section of the March article about WellPet, “Leading held accountable for the safety Uruguay because it offered three important assets the pack,” included incorrect informa- of the food that we feed to our in one entity. Our manufacturer is an indepen- tion about some of the company’s beloved companion animals. But I dently certified USDA-approved organic grower ofﬁ cers. Jean Lizotte’s title is VP of hardly call that “targeting a signif- and manufacturer, it has an extensive history and new products. Greg Kean’s title is VP icant segment of the economy.” experience manufacturing and exporting high- of product development and quality HSUS offers consumers a Pet quality petfood, and it has the ability to grow the assurance. CFO Nick Deldon’s name Food Safety Center at www. organic ingredients and manufacture the product was misspelled. Petfood Industry humanesociety.org/petfood- in one location, cutting down on the transporta- regrets the errors. safety. It was due to the extensive tion of ingredients to the manufacturing facility. publicity and widespread public Finally, the correct website for our product is concern over illness and death www.thehumanechoice.com. ■ caused by adulterated petfood ingredients as well as concern over the cruelties of factory farming that led HSUS to offer this option to dog owners. Heather Sullivan, Director, Public Relations As to your question of whether HSUS Humane Society of the United States, Washington, DC, USA

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May 2010 Petfood I n d u s t r y

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015-1005PETfeedback_C2201R10213.indd 15 4/27/2010 1:44:35 PM 16 www.petfoodindustry.com Get more To feature your new product in New Products Petfood Industry, contact Tara Leitner, Tel: +1.815.966.5421, [email protected].

For Consumers Jarred dog food Meat treats for dogs Miss Autumn’s Barkery offers several jarred formulas Herbsmith offers See Spot Smile for adult dogs: Turkey and Brown Rice, Turkey treats available in Chicken with and Sweet Potato with Pumpkin and Buffalo and Apples & Spinach, Beef with Pota- Brown Rice. The low-allergen proteins toes, Carrots & Celery and Duck with are combined with vegetables. Oranges. The treats are meat-based The company also offers dog treat with vegetables and fruits. No grains biscuits in both small- and large- are added, according to the company. breed formulas. Herbsmith Inc. Miss Autumn’s Barkery LLC +1.800.624.6429 +1.866.703.6433 www.herbsmithinc.com www.missautumnsbarkery.com Private label dog food Meat-based dog food Tractor Supply Co. offers a private label dog food, Freshpet Foods offers Vital—a range of meat-based and 4health, with fresh meat as the first grain-free recipes inspired by ancestral dog diets. Designed to ingredient, no poultry by-product meal, replicate carnivorous diets, the recipes are rich in protein and no artificial colors or flavors and no wheat, easily digestible, according to the company. All Vital recipes corn or soy, according to the company. The consist of 80% or more fresh poultry, meat or fish and include brand is available in a variety of formulas, novel proteins, such as salmon and bison, for dogs with including Puppy, Small Bites, Performance, protein sensitivities. Large Breed, Chicken & Rice Formula and Freshpet Foods Lamb & Rice. +1.866.789.3737 Tractor Supply Co. www.vitaldogfood.com +1. 8 7 7. 7 18 . 6 75 0 www.4healthpetfood.com

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May 2010 Petfood I n d u s t r y

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For Consumers

Microwaveable Small dog treat Prime Rib. Each dog treats Cesar Canine Cuisine treats treat is 7 calories, Crunch Woofs are microwave- from Mars Petcare US are for small according to the able dog treats made from dogs and are available in soft and company. Product US farm-raised pork. chewy textures in three flavors: of the Year USA Low in fat and high in Filet Mignon, Grilled Chicken and chose the treats protein, they transform into crunchy, crispy treats when microwaved. They contain no meat by-products, according to the company. Extruder Crunch Woofs Inc. Technology +1.516.205.2883 www.crunchwoofs.com

Small-, large-breed formulas Wellness Super5Mix recipes from WellPet are formulated with protein sources, * Screw elements, shafts, and barrels for wholesome co-rotating twin-screw extruders. grains and a mix of nutritional * All OEMs including Clextral, Buhler, Buss, supplements (the Coperion, APV, Wenger and others. company’s 5 for Life Supplement * Quality meets or exceeds the OEM standard; System). The line includes Small Breed Adult Health, ISO-9001 certified. Large Breed Puppy Health and Large Breed Adult Health formulas. * Over 15,000 parts in stock for over 100 WellPet LLC extruder types. +1.978.289.5500 www.wellnesspetfood.com

Turtle food formulas Zoo Med Laboratories Aquatic Turtle Maintenance Formula is for turtles that have reached their full adult size. The line also includes Hatchling and Growth formulas, each designed to meet dietary requirements of aquatic turtles at their respective lifestages. The pellets float, allowing the turtles to locate their food at the water’s surface. Zoo Med Laboratories Inc. C.A. Picard, Inc. I 1206 E. Broad St., Elyria, OH 44035 USA +1.888.496.6633 phone: 440.366.5400 I fax 440.366.5404 www.zoomed.com www.capicard.com I [email protected]

Petfood I n d u s t r y May 2010

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For Consumers

as its petfood category winner for Grain-free kibble Meal for cats. The line was 2010. Nature’s Variety offers its designed for relief from

PRODUCTS Mars Petcare US Inc. Instinct Grain-Free kibble most food allergies and to +1.615.309.104 4 product line in Instinct maintain a healthy weight. www.cesar.com Salmon Meal for dogs and It also has a freeze dried Instinct Duck Meal & Turkey raw coating to promote taste and nutrition, according to the company. Nature’s Variety +1.888.519.7387 DHA GOLD® has www.naturesvariety.com gone natural! Same great For Manufacturers product, now naturally preserved. Thermal imaging camera LumaSense Technologies offers the Mikron MikroShot thermal imaging camera. The fully radiometric thermal imager is designed for portability with capabilities normally found in larger imagers. Its Thermal-on-Visible mode allows for radiometric temperature data to be displayed directly on the visible image. LumaSense Technologies +1.201.405.0900 DHA Omega-3: Every Family Member www.lumasenseinc.com/en Deserves A Healthy Start In Life. Flour, dough analyzer Perten Instruments offers its rapid Pets can also beneﬁt from an adequate supply of DHA omega-3. 4-gram micro-doughLab flour and Made from algae grown in fermentation tanks, DHA GOLD contains dough analyzer.

no ocean-borne contaminants such as those potentially found in tek Biosciences Corporation. It can be used to ﬁsh by-products. Made in the USA from a sustainable, vegetarian screen breeder lines, source, DHA GOLD provides a minimum 17% DHA and is now develop rapid and naturally preserved. small-scale methods and establish the For your free sample of the new gold standard in DHA omega-3: performance, call 1-800-662-6339 or email [email protected] specification, water and mixing tion. DHA GOLD is a registered trademark of Mar trademark tion. DHA GOLD is a registered requirements of DHA flour. The package includes doughLab for Windows software. GOLD Perten Instruments www.martek.com +46.8.880.990

May 2010 Petfood I n d u s t r y

018-1005PETprod_C2201R10211.indd 18 4/27/2010 4:41:48 PM For Manufacturers

Gram scale WeighPack Systems Inc. offers a gram scale that weighs in 1/10 gram increments. The Verita gram scale is designed to be accurate and sensitive, specifically for small amounts. The scale loads cells on a stand sepa- rate from the hopper and pans. The weigh bucket is a Well proven key standalone mechanism isolated from the machine. It is available in a single- or twin-lane configuration. machinery and WeighPack Systems Inc. +1.514.422.0808 complete process lines www.weighpack.com

Food former for tough products NuTec Manufacturing’s 760 food former is designed to process tough, hard-to-form products at a pace of up to 6,000 pounds per hour. The machine’s rotary vane pump feed system gently portions product, according to the company. The machine is completely hydraulic. A variety of mold plates enable NuTec to run beef, pork, poultry, fish, veal, lamb or

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Petfood I n d u s t r y May 2010

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For Manufacturers

vegetables on the machine. inflated prior to filling to ensure they are NuTec Manufacturing Inc. fully extended and without folds or creases.

PRODUCTS +1.815.722.2800 Filling rates are up to 20 1-ton bags per hour. www.nutecmfg.com The bag sits on a platform that vibrates to compact the contents. By-volume bag filler Spiroflow Systems Inc. The model CS Spirofil bulk bag filler from Spiroflow +1.704.291.9595 Systems is available with bag filling by volume. Bags are www.spiroflowsystems.com

Keyboard with touchpad iKey offers the DU-5K-TPE keyboard, which is manufactured with an extended temperature cirque touchpad New that can operate in locations with temperatures ranging from -40C to 70C. It features two buttons below the touchpad that serve as left- and right-click mouse buttons. The DU-5K-TPE is fully sealed with an industrial silicone rubber Higher delta tocopherol antioxidant keypad and a lightweight ABS naturally increases product shelf life. polycarbonate base. Powder or Liquid iKey Ltd. +1.512.837.0283 Ameri-Pac.com 1-800-373-6156 www.iKey.com

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May 2010 Petfood I n d u s t r y

020-1005PETprod_C2201R10211.indd 20 4/27/2010 4:44:23 PM For Manufacturers

Stackable closures Innovative Molding Inc. offers top-stack and TaperStack closures, which are stacked into logs to protect the shape of the closures during shipping and ware- housing. The TaperStack closures feature a stacking shelf inside the skirt that enables caps to nest together, and the top-stack closures feature a ledge on the top of the closure, allowing the closures to stack. Innovative Molding Inc. +1.707.829.2666 www.innovativemolding.com

Bag dump screener The Circular Vibratory Bag Dump Screener from Kason Corp. is Did you know? designed to remove oversize particles from manually dumped bulk materials while Lonza is a life science company headquartered in protecting the operator Switzerland that manufactures a trusted source of and plant environment TM against dust contamina- L-Carnitine known as Carniking . tion. The unit features a 40-inch diameter Vibro- L-Carnitine helps cells convert fat into usable energy. screen separator. The Bag Dump Screener is also offered in 24- Carniking TM has proven valuable in providing pets and 30-inch diameters. Kason Corp. with weight management solutions. +1.973.467.8140 www.kason.com Carniking TM from Lonza... a simple solution! Algae ingredient Martek Biosciences Corp. offers DHA Gold, a DHA-rich, algae-based Carniking™ animal feed ingredient. The product consists of dried, whole-cell algae Carniking™ offers pure L-Carnitine and is a trademark that can be used for companion of Lonza Ltd, Switzerland. animal food and is from a vegetarian www.carniking.com source, free of ocean-borne contaminants, according to the company. Contact us to learn more about Carniking™ solutions for you and your customers. Lonza Inc., Allendale, NJ USA, Tel +1 201 316 9270, [email protected] Martek Biosciences Corp. +1.410.740.0081 The statements made in this advertisement have not been evaluated by the Food and Drug Administration. Lonza’s Carniking™ is not intended to diagnose, treat, cure or prevent any disease. No statement is intended or should be construed as a recommendation to www.martek.com infringe any existing patent. The information contained herein is believed to be correct and corresponds to the latest state of scientiﬁc and technical knowledge. However, no warranty is made, either express or implied, regarding its accuracy or the results to be obtained from the use of such information and no warranty is expressed or implied concerning the use of these products. The buyer assumes all risks of use and/or handling.

Petfood I n d u s t r y May 2010

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Q&A with Lucy Postins of The Honest Kitchen Want to read what else The Honest Kitchen co-founder has to say about the state of the industry, how the 2007 recalls benefited her business and why the dehydrated petfood-making process is different? Check out our entire interview with the outspoken petfood purveyor at www. petfoodindustry.com/HonestQA.aspx.

“We’re very committed to being able to stick to our own path, even if that path takes us on the road less traveled,” says Postins. “We don’t make decisions based on the bottom line, but rather on what feels right to us and what fits in with our culture and values.”

JUST THE FACTS Headquarters: San Coming by it Diego, California, USA O f ﬁ c e r s : Lucy and Charlie Postins, founders Brands: Force, Keen, By Jessica Taylor Verve, Prowl, Smooches, honestly Pecks, Sparkle, Invigor, After demand for Lucy Postins’ line of petfood built among her Perfect Form, Nuzzles, Ice Pups, Lithe, Embark, Prefer- friends, she (along with her husband) decided to manufacture it ence, Thrive and Wishes for the consumer marketplace, but on their own terms Distribution: The Honest Kitchen is sold in more than 1,700 resellers—including IN 2001, AFTER experimenting in her and the raw food diet—prior to founding veterinary ofﬁ ces and San Diego, California, USA, kitchen the company in 2002, Postins served as specialty pet stores—in the making home-cooked and raw petfoods the equine and canine nutritionist for US and Canada, Japan, Singapore and Hong Kong. for her Rhodesian Ridgeback, Mosi, Lucy a Southern California petfood manu- Website: Postins began formulating recipes of her facturer—led her to investigate ways to www.TheHonestKitchen.com own. Her interest in proper nutrition make this form of feeding more conve-

May 2010 Petfood I n d u s t r y

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nient and economical, which eventu- truly holistic approach to health,” says ally resulted in the creation of her Postins, explaining her company’s own holistic petfood company, The untraditional approach. “Our foods Honest Kitchen. “Our company was can be fed alone, of course, but we originally founded from a quest to want to teach pet parents that it’s also

find a solution to a problem, notWhat better as way toa show your love made out of really fun and rewarding to create for someone than with a fresh, home- prepared meal especially for them? This book includes dozens of recipes to money-making venture,” says preparePostins. for your cat or dog and many homemade meals and to steer away you can even share together. There’s nothing like real, fresh home-made food to nourish the body and feed the soul. A move away from commercial kibbled “We maintain a very strong focusand canned foods,on at least for occasional from an obsession with the science “We are what we eat” is a motto I have tried meals, can provide much needed nutri- to impress upon everyone in how they look at tional variety and truly help to enhance their dogs’ dinner bowls – Lucy has led the way the health of your animal companions. personal, individualizedthrough a very dark tunnel that only she saw customer as of food! Most people don’t know how a lighted pathway – at a time when the idea of recipes to prepare for human-grade…. [pet] food was more an object of disbelief and ridicule than the respect and (and sometimes share with) service and education.”admiration it has eventually won her. your animal companion many milligrams of calcium they The Honest Kitchen has even had a positive by lucy postins influence on pet parents, who are themselves looking at reducing highly processed, high But what makescarbohydrate foods out The of their own diets Honest when consumed today, yet there is this they see how much better it is for their pooches.” Tracie Hotchner Kitchen’s start-upAuthor of the Dog story Bible and the Cat Bibledifferent from excessive focus on measurement and similar holistic or natural petfood science in our industry, which is very companies with grassroots begin- counterintuitive to me.” nings? “The main thing that sets us Another message Postins is intent apart from the competition is the fact “Our foods can be fed alone, of course, but on getting out? “Nutritional balance we want to teach pet parents that’s it’s also that The Honest Kitchen’s products really fun and rewarding to create homemade can be achieved throughout the week are made in a human food produc- meals and to steer away from an obsession for cats and dogs just as it is with with the science of food!” Postins released a tion facility and not in a petfood pet cookbook, Made out of Love, earlier this our own diets,” she attests. “There plant,” Postins explains. This allows year. is nothing about a pet’s physiology The Kitchen to use the term “human press release. “Keen is a remarkably or anatomy that says it should eat grade” legally on all its product labels. exciting product, because it makes the equivalent of a highly processed The Honest Kitchen began offering wholesome and organic pet nutrition breakfast cereal for every day of its products in 2002 that combine the affordable for all pet owners, not just a life. We want to awaken people’s health benefits of a raw diet with the select few.” More recently, The Honest minds to the concept that minimally ease and convenience of dry food. The Kitchen has launched a medicinal processed, varied food is better—and company claims to use only certi- herbal tea for dogs, as well as a recipe we’re working to provoke change in fied organic grains, hormone- and book of meals that consumers can the way nutrition is regarded in the antibiotic-free meats, non-GMO prepare at home for their pets, entitled industry and among pet guardians.” fruits and vegetables and certified Made out of Love. As controversial as The Honest fair-trade quinoa. Its comprehensive Kitchen’s mission may be to the line includes food and treats for both “AT THE HONEST Kitchen, we are majority of the industry, consumers dogs and cats, grain-free recipes, low- advocates for dietary variety and are certainly listening with pricked gluten diets, high-protein foods and promote our products not as a sole ears and open wallets. The company’s formulas meant to be used as a base source of sustenance but as a valuable 2009 sales were up about 27% over for custom homemade meals. part of an animal’s total diet and a 2008 figures with an average growth Keen, which was introduced in 2008, is described as a back-to-basics formula combining the human- grade food quality the company is known for with an economical price tag. “Considering the state of global food costs and the current financial climate, we realized the need for a more economical product that doesn’t compromise quality or nutritional The Honest Kitchen’s comprehensive line includes food and treats for both dogs and cats, grain-free recipes, low-gluten diets, high-protein foods and formulas meant to be used as a base for custom integrity,” explained Postins in a homemade meals.

Petfood I n d u s t r y May 2010

023-1005PEThonest_C2201R10210.indd 23 4/27/2010 2:00:28 PM Ever wonder why cats pounce? Or why they’re entranced for hours by a piece of string? So do we.

UNDERSTANDING CATS MEANS IMPROVED CAT FOOD PALATABILITY.

AFB is committed to improving its knowledge of cats. Because understanding how cats think is a key step in helping our customers develop products to satisfy some of the most critical palates in the animal kingdom.

Working closely with pet food manufacturers, we help them reach their objectives in palatability performance and product development.

To learn more, contact AFB International or visit www.afbinternational.com.

nor th america 636.329.0 4 35 latin america 5 4.11.4 89 4.8570 europe 31.73.5325777 asia/pacific 61.398.799093 aus tralia 61.359.711105 [email protected] [email protected] [email protected] [email protected] [email protected]

024-1005PEThonest_C2201R10210.indd 24 4/27/2010 2:03:06 PM Ever wonder why cats pounce? Or why they’re entranced for hours by a piece of string? So do we.

UNDERSTANDING CATS MEANS IMPROVED CAT FOOD PALATABILITY.

Working closely with pet food manufacturers, we help them reach their objectives in palatability performance and product development.

To learn more, contact AFB International or visit www.afbinternational.com.

025-1005PEThonest_C2201R10210.indd 25 4/27/2010 2:02:28 PM 026-1005PEThonest_C2201R10210.indd 26 26 HONEST KITCHEN shares Postins on her company’s Postins shares fed,” are animals companion way the revolutionize further will and year end of this the toward live go will that patent-pending initiative breaking, 2010. anew ground- have We also in new initiatives some exciting with efforts marketing grassroots based community- and online expanding “We’re source. protein its as fish with made be 2010, will which summer for works the in recipe new dog food a has company the and innovate, nationwide.” resellers 2,000 almost in available We’re currently growth. our of phase next the in instrumental are who new major distributors several up wepicked have year, this early and late 2009 “In to Postins. according years, rate of 56% five past for the Archived Program Program Archived Now Available! www.petfoodindustry.com The Kitchen is continuing to continuing is Kitchen The Sponsored by Brady Carter Water MeasureM aCtivity This educationalseminarwillalsohighlight: how itaffects productsafety. Join BradyCarterfromDecagonDevices, in adiscussiononwaterand activity 10 amCentral. Water Activity inPet Food Products,” originally broadcast on February 25,2010 at Register toview ourmostrecently archived webinar “Measurement andControl of t o register visit: www.petfoodindustry.com/webinars.aspx • • • • PetfoodPetfood and much more! determining shelfstability the effect ofwateronmicrobialgrowth activity andits practical applicationin measurements methods for measuringwaterandtechniques activity foraccurate obtaining the influenceofon water activity chemical reactionsandmoisture migration ingredients we will and will not use in in not use will and we will ingredients what about ideas some strong have “We up Postins. sums traveled,” road less on the us takes path that if even path, own to our able to stick results. interesting yielding already is that year this trial feeding veterinary-based a conducting is Honest Kitchen The and nities, commu- veterinary conventional and holistic the within opportunities many she sees says also Postins future. “W E inPetFoodProducts ’ E R ent

Industry Y R E V

D E T T I M M O C and www.PetfoodIndustry.com daily routine at the company includes an employee walk with their dogs. their with walk employee an includes company the at routine daily The owners. pet among and industry in the is regarded nutrition way in the provoke change to is working Kitchen Honest The Postins says Lucy Founder Control of

to being to being and values.” and culture our with in fits what and us to right on feels but what rather line, bottom on the based decisions make We don’t of acceptability. boundaries our don’t within do and that nels fall chan- distribution and not work with will and vendors we will products, our May 2010

Webinar ar Petfood Petfood CH 4/27/2010 2:01:59 PM i V y r t s u d n I e ■ 027-1005PEThonest_C2201R10210.indd 27 4/27/2010 2:01:24 PM 28 www.petfoodindustry.com

Online exclusive! For more about the growth drivers for the global petfood market, see the Petfood Workshop 2010 presentation by Lee Linthicum, head of global food research for Euromonitor, at www.petfoodindustry.com/ Euromonitor2010ppt.aspx.

Hot categories, such as treats, premium foods and products with health and wellness claims, are helping spur petfood market growth.

What’s hot in petfood By Debbie Phillips-Donaldson Rising markets and trends with staying power are driving industry growth

Figure 1. Fastest growing petfood IF YOU ’RE A petfood markets and hot product categories for that markets by 2014 professional in Russia or relatively healthy increase leading to 2009 For the first time, the top 10 dog and cat food markets for growth Thailand or you make global sales of US$52 billion. include countries from the Middle East and Africa, though they are treats, premium petfood or starting from very small sales bases, Euromonitor says. For its size, the Russian petfood market’s growth is worth noting. products with health and REGIONS SUCH AS Eastern Europe and *CAGR = compound annual growth rate wellness claims, you’re in Latin America are showing the highest the driver’s seat behind the petfood sales increases. For example, 2009-2014 industry’s growth engines. Eastern Europe grew about 12% in Country 2014 US$ millions CAGR* According to Euromon- 2009, followed by Latin America at 10%, India 65 11.9 itor International (www. Euromonitor says. The Middle East and Russia 2,226 11.8 euromonitor.com), while Africa recorded nearly 15% growth, Romania 333 11.5 the growth rate of global though on a much smaller sales base. Morocco 54 8.5 dog and cat food sales fell North America and Asia-Pacific have Thailand 409 7.7 to about 4% in 2009 after held their own, both growing at about reaching a high of nearly 7% 5% last year, while Western Europe South 489 7.2 Africa in 2008, that level of growth and Australasia are lagging (only 2-3% during a major recession is growth in 2009). Indonesia 25 7.1 one most industries would Among individual countries, Russia Slovakia 120 6.9 envy. Our industry can scores in the top 10 by 2014 for largest China 407 5.9 thank specific regional petfood markets, coming in sixth, Venezuela 490 5.9 May 2010 Petfood I n d u s t r y

028-1005PEThot_C2201R10209.indd 28 4/28/2010 9:35:26 AM www.petfoodindustry.com 29

and fastest growing (Figure 1). spurts for a few years now. Though petfood is currently fed vs. table scraps Euromonitor projects the Russian most of these fast-rising markets are or homemade food. In Russia, for petfood market will grow 11.8% a starting from very small sales bases, example, less than 15% of dogs and year through 2014, second only to their growth potential comes partially less than 20% of cats ate commercially India. Eastern Europe will have two from how little commercially prepared prepared petfood in 2009. other markets in the fastest growing: Romania and Slovakia. Figure 2. Health and wellness trends In Latin America, Brazil reigns; More petfood players, from large multinationals to start-ups and smaller companies, are following Euromonitor projects it to be the applications in human nutrition as pets become treated like family members, Euromonitor says. second-largest petfood market by All natural and organic Weight management 2014, reaching US$4.3 billion sales, ■ New premium ■ “Food minus” ■ Renewed importance after 2007 US – Fewer calories behind only the US at US$20.2 recalls – Lower fat billion. But only one country in Latin ■ Shift from purely organic to all ■ “Food plus” America, Venezuela, promises to be natural – More fi ber among the fastest growing. Fortified and functional – Fortifi ed with L-carnitine For the first time, the top 10 growing ■ Joints Food allergies and hypoallergenic ■ Dental markets include several from the Middle ■ Free from: ■ Immunity – Gluten East and Africa—India, Morocco, South ■ Digestive – Soy Africa and Indonesia—along with a ■ Beauty – Wheat ■ couple Asian countries—Thailand and Age/breed/size/lifestyle specifi c ■ Hydrolyzed proteins China—that have been on growth ■ For sensitive skin and digestion

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Petfood I n d u s t r y May 2010

029-1005PEThot_C2201R10209.indd 29 4/28/2010 9:36:01 AM 030-1005PEThot_C2201R10209.indd 30 30 HOT TRENDS Many functional ingredients in human foods are finding their way into petfood products, according to Euromonitor. to according products, petfood into way their finding are foods in human ingredients functional Many Figure 3. Leadingfunctionaltrendsandingredients of thisnew, valuable andFREEinformation! Go to http://watt.netline.com/empyreal75 to receive your owncopy www.petfoodindustry.com Well-Being for Pet Knowledge Digestive health High ﬁber Probiotic Prebiotic Empyr Immune suppor Antioxidant Vitamin D Vitamin C Echinacea Probiotic t Updat health (Amaranth Hear Bio-active Squalene Omega-3 sterols/ peptides proteins grains) Soluble esters Plant ﬁber Soy t E View, The Market Commentary, R&Dupdates – with key Share insights and information with those who bring you Empyreal articles ontopics ofinterestarticles intheincredibly fast-growing pet Marketing andSales. food industry. You’ll also be treated to special updates from al Subscribe to receive your very own copy today. copy own very your toreceive Subscribe for fatburning W control Soy/whey L-carnitine linoleic acid Conjugated Green tea Omega-3 Fiber for products burning eight extract satiety for fat ® 75, and read articles like 75,andreadFrom articles the Manager’s ® 75 E Beauty Coenzyme Green and white tea Aloe vera Collagen L Omega-3 ycopene Q10 Energy Spirulina Creatine protein Amino Whey Algae acids May 2010 Petfood Petfood health DHA/AHA Coenzyme Brain Omega-3 Ginseng Lecithin Ginkgo biloba Q10 4/28/2010 9:38:00 AM y r t s u d n I IN DEVELOPED AND developing petfood markets alike, Euromonitor says specific product categories have been growing the fastest for the past 10 years: ■ Cat treats and mixers, at 8% growth; How do you ■ Premium dog food, 8%; ■ Health care, 7%; improve on ■ Dog treats and mixers, 6%; ■ Premium cat food, 6%; ■ Dietary supplements, 5%; 2525 years ■ Economy dog food, 4%; ■ Mid-priced dog food, 3%; ■ Mid-priced cat food, 3%; and of quality ■ Economy cat food, 3%. The health care segment is especially worth noting, as products? more and more petfood players—from multinationals such as Mars, Nestle Purina, Colgate-Palmolive and Procter & Gamble to smaller, privately held companies, start-ups and manufacturers specializing in alternative categories such as Total commitment. raw and fresh—make claims based on health and wellness, Ameri-Pac, Inc. recently achieved a rating specific conditions and functional ingredients. of SUPERIOR by AIB, the American Institute Figure 2 (p. 29) shows the top health and wellness of Baking, as of March 1, 2010. This rating trends for dog and cat food products globally, according assures customers that their manufacturing to Euromonitor. In most cases, these trends got their start facility has met the highest and most in human food and nutrition advancements. This is no rigorous standards of cleanliness, food surprise, given how pets have come to be treated like human safety, ingredient quality and manufacturing integrity. To earn this designation, our family members, especially in so-called developed markets. company and every person working in our In fact, more and more ingredients used in human facility has made a total commitment to foods, supplements and other products are making their product quality and safety. way into petfoods and treats. Figure 3 highlights some of these, especially the ones getting most of the attention in packaging and marketing claims, as well as others being used with less fanfare or undergoing research for possible benefits to pets.

IF YOUR COMPANY is capitalizing on these hot health and wellness trends, including use of such human-led functional ingredients, pay close attention to your communi- cation, Euromonitor says. Though many people around Quality Products . Quality Service the world have heard of most of the ingredients and may Quality People even consume or feed them to human family members, consumers may not understand these substances or their benefits, especially to pets. Solid science is essential (and also helps with regulatory St. Joseph, MO concerns), according to Euromonitor, but too much scien- 800.373.6156 tific detail can confuse consumers or turn them off. A clear www.ameri-pac.com message is the key. ■

Petfood I n d u s t r y May 2010

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Video online! Get to know Wow Bow’s product, the Acqua Böl, a little bit better at www.petfoodindustry.com/WowBow.aspx.

Imagine you have an empty suitcase laid open in front of you the night before a vacation you’ve been looking forward to (and saving up for!) for months. Now imagine you’re taking that dream vacation with a friend with four paws.

Petfood takes

a vacation By Jessica Taylor Now is the time for packagers, producers, marketers and manufacturers to capitalize on the traveling-with-pets trend

To-go packaging for petfood and treats should be easy to research, AS THE WINTER months start to fade and Ann Arbor all tout themselves as develop and implement—there are already many pet accessory products to memory and the warmer months of pet-friendly destinations and offer pet available that would easily translate summer approach, many pet owners, travel guides with restaurants, beaches into a marketable package for travel- ready food and water. like many people the world over, will and national parks that welcome dogs be looking forward to a weekend and cats. Hotel chains like Marriot, getaway, a relaxing trip to a tropical Holiday Inn and Choice Hotels not only destination or lazy days of lounging invite guests to check-in with their furry on the beach. What makes pet companions, but also offer specialty pet owners’ vacation plans different? services, package discounts and custom- While most of us will be packing made, room-service-delivered meals our bags with sunscreen and flip- and treats. It’s about time our industry flops, pet owners may be searching created innovative packaging, treats, for an easy-to-tote water bowl and food and branding to capitalize on this petfood packaging that will keep growing and economically ripe trend. sand and sea water out. The tourism bureaus of US cities IMAGINE YOU HAVE an empty suitcase like St. Louis, San Francisco, Austin laid open in front of you the night before a

May 2010 Petfood I n d u s t r y

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you’re taking that dream vacation with product to put inside! One suggestion a friend with four paws. How does I have, after reading multiple trav- that change the travel essentials list? eling-with-your-pet online tips and

© Frenc. BigStockPhoto.com And how can your company help those published guides, is to develop food consumers fill that suitcase with items and treats that make the experience that are convenient and fun? of travel more comfortable for pets. To-go packaging for petfood and The Humane Society of the United treats should be easy to research, States talks about motion sickness— develop and implement—there are something pets are prone to experi- already many pet accessory products ence during the bumpy car ride or available that would easily translate into a marketable package for travel- size portions of food and water. Join the discussion! Take, for example, the Gamma 2 Do you have the next great idea for Vittles Vault Jr. Pet Food Travel the travel pet market? Are you interested in developing a new package for to-go Container. The container is designed petfood or think you’re just the person to keep petfood fresh and keep to formulate a recipe for a travel-sized outside contaminants (remember petfood? Start a discussion in the pack- that beach sand?) out, according to aging, marketing or product development Gamma 2. The container’s compact [@]group at www.Petfood-Connection.com! size, airtight lid and durable, high- impact resistant plastic makes it ideal for traveling. The Vittles Vault disorienting flight—and its website Jr. also has molded handles, making suggests that ice cubes will keep it easy to transport, and comes animals hydrated and calm, and are with a measuring cup that can be gentler on the animals’ stomach than stored within the container, making a large amount of water or a small portioning meals while on the go meal. Bottled water products for dogs, simple for pet parents. cats and small mammals have already Wow Bow, a company that been having success in the market— describes itself as designers creating could canine and kitty flavored ice The Acqua Böl allows pet owners to hydrate their pets anywhere, anytime, since the water clever products and intelligent cubes be the next niche? bowl fits in a purse or pocket. The reusable solutions for dogs, offers a credit How about that pet owner whose bowl also has a two-year guarantee and is made of a latex impregnated, water-proof card-sized water bowl called Acqua dream vacation involves hiking and material. Böl. The bowl is described on www. the outdoors? Maybe his tail-wagging WowBowProducts.com as conve- travel companion needs a granola or vacation you’ve been looking forward nient, reusable, durable, leak-proof energy bar, too. And what about the to (and saving up for!) for months. As and stylish—just like any set of pet parent who wants bright lights you prepare a mental checklist of the luggage should be. The Acqua Böl and the big city on her trip? Why not essential items you need to travel with, allows pet owners to hydrate their market kitschy mini-fridge treats or you allow yourself to daydream about pets anywhere, anytime, since the help develop a gourmet petfood menu just what you’re looking forward to on water bowl fits in a purse or pocket. for a pet-friendly hotel chain? By the your trip. Maybe your perfect getaway The reusable bowl also has a two- time you’ve finished brainstorming includes being in the outdoors, solitude year guarantee and is made of a latex new ideas for products, packaging and and picnics. Perhaps you’re looking impregnated, waterproof material. marketing for these to-go, travel- forward to a little self-indulgence, But even with the most easy-to- sized, easy-carry petfoods and treats, shopping and nightlife. Now imagine travel-with packaging, you still need a you should have a very full suitcase! ■

Petfood I n d u s t r y May 2010

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More online! Check out hot brands, consumer- friendly packaging and niche marketing by perusing our online consumer product database at www.petfoodindustry.com/ ListConsumerProducts.aspx.

Petfood marketing and branding is all about taking a consumer from thinking, “What an interesting product!” to “What an interesting product! I need that for my dog and/or cat.”

Make your mark

with a bark! By Jessica Taylor Your packaging should set your food or treat apart from the pack, establishing your brand, utilizing a clear label and reaching your audience, whether niche or commercial

LABELING , MARKETING AND branding: from thinking, “What an interesting How do these elements work together product!” to “What an interesting product! on your packaging to communicate your I need that for my dog and/or cat.” product’s benefits and promote your So, how do you get noticed? One way brand? Setting yourself apart from the to set yourself apart from your competitors pack of other petfood and treat makers and build a solid pet product marketing is one of the most important parts of plan is to build a better, more intriguing building a successful brand. You have to pet product than is already available get noticed, get customers excited about on petfood shelves. Is there something your products and, most importantly, unique about your petfood? Is there make the sale. Petfood marketing and something about the way you prepare the branding is all about taking a consumer product that no one else is doing?

May 2010 Petfood I n d u s t r y

034-1005PETlabel_C2201R10207.indd 34 4/27/2010 4:01:07 PM 035-1005PETlabel_C2201R10207.indd 35 4/28/2010 10:49:57 AM 036-1005PETlabel_C2201R10207.indd 36 36 LABEL shopping you where sell. be people for the who will brand your Build differ. will individuals to those products pet your howSo you market well. as of products types different for very probably looking places is strategies. different very of would these situations warrant all boutique— gift upscale an or in offices at veterinary products your on selling dently petowned store. Or, you if plan indepen- at alocal, product your sell you if wanted to than different very you want toingredients woulduse be you might select and the packaging Saturday, every market then the your ortreats food at farmer’sa local you If plan on selling critical. is ucts prod- petfood your to sell you want to. tending is else one no that owners pet of group a up open should that brand and product unique a building about all is marketing Niche product? apply to your of these any cation—do certifi- organic ment of Agriculture US Depart- protein, high calories, low no fat, no grain, No allergens, choice. it’s abetter means why that and different is product pet your how to consumers express should www.petfoodindustry.com The pet parent at each of these at of these each parent pet The how, to whom and where Defining products of your labeling The vivid flavor names and visually appetizing images of the ingredients. the of images appetizing visually and names flavor vivid the as such techniques innovative of use the was packaging Barkly’s the for concepts initial the of One ‘gourmet’ to the consumer, with out with consumer, to the ‘gourmet’ and ‘natural’ say to visually are photography, space white and vector of combination “The ingredients. of the images appetizing visually and names flavor vivid the as such techniques of innovative use the was packaging Barkly’s for the concepts shopper. initial of the One gourmet sophisticated for the designed and Dog Treats conceptualized were Style Doggy Barkly’s to Sherman, According on www.thedieline.com. line dog treat concept for agourmet apackaging offers of Art, College Institute at Maryland student design be. will brand and product of the name the what and design package the package, on the included be will information other what of, made be will packaging the material what offered, be will sizes package how many made, be must including decisions Many market. to the petfood anew of introducing aspect important having to literally say it pack- say on the to literally having Lindsey Faye Sherman, a graphic agraphic Faye Sherman, Lindsey an also is labeling and Packaging than if you wanted to sell your product at a local, independently owned pet store. pet owned independently a local, at product your sell to wanted if you than different very be would use to want you ingredients the and select might you packaging the then Saturday, every market farmer’s alocal at food or treats your selling on plan you If is critical. products petfood your sell to want you how, whom to Defining and where of the kibble heap! kibble of the up top at the ending brand your and you have often will rules simple these Following confidence. with and clearly products your convenient. Label new and exciting, packaging your audience. Make target and packaging its but also formulation, products’ 2006. in launch Meals Prepared of the time at the Purina for Nestle marketing dog food of VP Steve Crimmins, aged,” said pack- is food the way the and label on the ingredients the including dogs, their feed they food the in interested becomemore have dog owners trend, containers. plastic resealable ready-to-serve, clear, in ingredients food real and varieties eight the showcase Meals Prepared Meals. Prepared of Beneful launch the it with we know as food dog reinvented 2006-2009, through market on the dog foods premium aging,” she explains. aging,” Be innovative in not only your your not only in innovative Be of pets humanization the “With successful one most of the Beneful, May 2010 Petfood Petfood 4/27/2010 4:01:27 PM y r t s u d n I ■ Help Your Buddy Get Back in Shape

INTRODUCING · Eighty-eight percent of dogs in a multi-clinic study lost weight taking Phase 2 Pet. · Phase 2 Pet maintains its activity through the extrusion process for dry dog foods. · Phase 2 Pet can be sprinkled directly on Clinically shown commercial dog foods. to help dogs lose weight! Phase 2 Pet, Weight Control for your Best Friend

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037-1005PETlabel_C2201R10207.indd 37 4/27/2010 4:02:05 PM 38 www.petfoodindustry.com

Find more Petfood Insights Read other “Petfood Insights” columns by Dr. Dzanis online David A. Dzanis, DVM, PhD, DACVN at www.petfoodindustry.com/ ListArticles.aspx?FolderID=1030. Trouble brewing for organic petfoods?

THE ORGANIC PETFOOD market has cials (AAFCO) in a 2002 letter that the organic grown considerably over the past regulations would apply. A couple of years later, decade. Admittedly, when I first was it issued a statement saying products that were introduced to the concept, I wasn’t not subject to specifically applicable USDA convinced that many pet owners regulations (including petfoods) could not bear would be willing to pay the signifi- the USDA Organic Seal or otherwise imply cantly higher costs associated with compliance with the organic regulations—only organic production compared to its to rescind that statement soon after. less tangible benefits. It is now clear In 2006, a task force under the National that a significant segment of the Organic Standards Board (NOSB) made recom- A new nding by the public finds organic petfoods to be an mendations to amend the organic livestock feed US National Organic attractive offering. However, a recent regulations to include petfood-specific rules. At directive by the US Department of the time, I had a few comments I believed would Program could Agriculture (USDA) National Organic improve the draft regulations, but in general rule out certifying Program (NOP) may adversely impact I thought they were appropriate and sorely this growing market. needed. While NOSB accepted the recommen- a complete and dations of the task force in 2008, there has not balanced petfood as PRESENTLY , ORGANIC FOOD regula- appeared to be any further action on the part of tions under NOP apply only to foods NOP to promulgate these new regulations. organic. for human consumption and livestock feeds. The rules for livestock feeds ALTHOUGH NOP’S 2002 letter to AAFCO were very important to establish is not clear on this point, the implication has early in the process, since animals intended to always been that organic petfoods needed be the sources of organic meat, milk and eggs to follow the human food rules. In practice, for human consumption must be fed organic though, there appeared to be some wiggle room, feed. Establishing rules for organic petfoods, particularly with regard to including vitamins however, has been considered by NOP to be a and minerals. less critical need. To be certified as organic, all synthetic More information Unfortunately, ingredients in foods or feeds must be expressly neither the existing on the National List. The list allows inclusion of  NOP letter to AAFCO, 2002, www.aafco. org/Portals/0/Public/organic_regs_pet_ regulations for human Food and Drug Administration (FDA)-approved foods.pdf foods nor those for vitamins and minerals for livestock feeds, but  Draft organic petfood standards, 2008, livestock feeds are a historically certifiers did not appear to have www.ams.usda.gov/AMSv1.0/getﬁ le?dDoc good fit when it comes any consternation in extending the provision Name=STELPRDC5074516&acct=nosb to petfoods, making for use of these ingredients in petfoods as well.  NOP comments about petfoods compliance with the There remained issues with nutrients that were (pp. 25-26), 2010, www.ams.usda.gov/ rules confusing at best. neither vitamins nor minerals (e.g., taurine), AMSv1.0/getﬁ le?dDocName=STELPRDC508 At first, USDA told the but for the most part there have been minimal 2076&acct=nopgeninfo Association of Amer- problems with selling a complete and balanced ican Feed Control Offi- organic petfood.

Dr. Dzanis is a writer and consultant on nutrition, labeling and regulation. Tel: +1.661.251.3543; E-mail: [email protected].

May 2010 Petfood I n d u s t r y

038-1005PETinsight_C2201R10206.indd 38 4/27/2010 4:10:23 PM www.petfoodindustry.com 39

HOWEVER , IN A new public compliance by September or their being made by trade associations to comment from NOP, it notes that certification will be revoked. The get NOP to reconsider this ruling, pets are not livestock; hence, certifiers are not to blame. They must and hopefully, the matter will be petfoods may not in any fashion be comply with NOP’s directives or risk resolved soon. However, unless and certified under the livestock feed facing severe penalties themselves until new petfood-specific organic rules. Unfortunately, the only refer- (including loss of accreditation). rules are enacted, these types of ence to permissible micronutrients As I understand it, efforts are issues are bound to recur. ■ in the human food rules is an FDA regulation that is specific to human foods. Thus, NOP concludes that neither the vitamins and minerals permitted in organic human foods nor those in livestock feeds are acceptable for use in organic petfoods. So, any petfood containing added vitamins and minerals cannot be certified. A “NOSE” Neither the for Quality existing Peroxide Value regulations for human foods nor those for livestock feeds Free Fatty Acids are a good t for petfoods. Percent Fat

This ruling is not an issue for non-fortified snacks and treats but is a major problem for complete and balanced products. While it is techni- Alkenals cally possible to formulate a complete and balanced petfood without the use of synthetic micronutrients, it is extremely difficult in practice, and because of normal variability in Aldehydes incoming ingredients, the resulting product may not consistently meet AAFCO requirements for nutritional adequacy. Essentially, then, this “Touch Screen Easy” finding by NOP virtually eliminates “Meet the NEW SafTestII™ high sensitivity platform for petfood and raw ingredient testing. Thee the possibility of certifying a complete combination of touch screen based protocols with ready-to-use kits make your most demandingg and balanced petfood as organic. applications easy to analyze in the connivence of your own laboratory. With nanomolarr sensitivity and high reproducibility, 5%CV, the SafTestII™ AOAC certified platform and kits aree the most economical and environmentally-friendly solution for quick, simple and accuratee A MAJOR ORGANIC certifier indicates determination of Peroxide Value, Free Fatty Acids, Percent Fat, Aldehydes and Alkenals inn in a letter to a petfood manufacturer production, R&D, process control and quality assurance of your products.” that products must be brought into

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Petfood I n d u s t r y May 2010 North America, Tel: 1.800.848.1163 Asia Pacific, Tel: 65.6775.0008 Europe, Tel: 00.33.3.88.67.54.44 [email protected] TM

039-1005PETinsight_C2201R10206.indd 39 4/27/2010 4:09:54 PM 40 www.petfoodindustry.com

Get more Ingredient Issues Read more columns by Dr Aldrich’s at Greg Aldrich, PhD www.petfoodindustry.com/ ListArticles.aspx?FolderID=1028. Vitamin A: a balancing act

IN AN AGE of extremes and abso- VITAMIN A WAS one of the first essential lutes, vitamin A serves as a potent micronutrients to be officially recognized example of the necessity of balance nearly a century ago, in 1915 by Elmer McCo- in diet and nutrition. This is an llum. It was originally isolated from fish liver important vitamin that has a direct oils and called “fat soluble A,” thus the name. effect on vision, the endocrine system Today, vitamin A describes a class of fat soluble and gene expression modulation. compounds with retinol bio-activity. These A deficiency can lead to blindness, “retinoids” include pre-formed vitamin A skin lesions, reproductive issues and (retinyl esters and retinol—found in organ pneumonia, while an excess may meats like liver, eggs and dairy) and the pro- Supplementation result in anorexia, diarrhea, bone vitamin A carotenoids (β-carotene, α-carotene deformities and cancer. So, a more- and β-cryptozanthin—found in green, yellow of this essential is-better approach is as detrimental and orange fruits and vegetables). vitamin requires as having none at all. Achieving just Just for clarity, plants do not produce vitamin the right amount is all important, A. Dogs, but not cats, can convert β-carotene ensuring enough, especially considering that vitamin A into vitamin A by cleaving this molecule in half but not too much, is derived solely from the diet. That at the intestinal mucosa through the enzymatic puts the full responsibility for getting activity of 15,15′-dioxygenase. is in the diet the day it right squarely on our shoulders. it is eaten. VITAMIN A IS produced commercially MANY STANDARD ANIMAL - and through exothermic carbon-carbon synthetic fish-based petfood ingredients like processes involving metal catalysts. The beef liver, chicken meal and fish starting materials are basic carbon compounds oil contain measurable amounts of vitamin A. such as acetone or formaldehyde, which are However, the level in the total mix of ingre- formed into 5-carbon isoprene subunits. dients in a petfood may not be fully adequate From two of these subunits, a ring structure to support the animals’ needs. In addition, (β-ionone) is formed, and then a third isoprene processing can destroy vitamin A and more may subunit is added to elongate the molecule. be depleted during storage. So, supplementation This 15-carbon vinyl-β-ionol is combined is typically required. Almost every commercial with the last isoprene subunit to form the dog and cat food is supplemented with ingredi- 20-carbon trans-retinol molecule. This last ents such as “Vitamin A Supplement,” “Vitamin subunit is commonly esterified to a palmitate A Acetate” or some other form of vitamin A. or acetate (e.g., retinyl acetate) to help protect While there is plenty of information in stan- it from oxidation. The resulting product is a dard nutrition texts regarding the biochemistry resinous oil identical to that occurring in nature. of this nutrient and food sources for it, there is Commercial products are commonly processed very little information about the commercially further to improve their handling and storage produced supplemental vitamin A compounds qualities. As an example, because vitamin A is used to fortify petfood products. Considering extremely sensitive to oxidation, most commer- how common these supplemental ingredients cial vitamin A supplements used in petfoods are, maybe it’s time to do some digging. are encapsulated. Various approaches are used,

Dr. Greg Aldrich is president of Pet Food & Ingredient Technology Inc.

May 2010 Petfood I n d u s t r y

040-1005PETingred_C2201R10205.indd 40 4/27/2010 3:47:18 PM but the general idea is to atomize the value. Caution should be exercised to See what retinyl acetate in combination with use only the reported retinol concen- powdered gelatin, starch, sugars or trations because the vitamin A values premium alginates. These may then be heated have been computed using equations to form maillard reaction products or applicable to humans and would lead other suitable cements that lock the to gross overestimations of vitamin A packaging retinyl acetate in a fixed matrix. content if applied to dogs and cats. If we looked at a cross-section of can do one of these “beadlets” under magni- IT IS COMMON to overformulate fication, the vitamin A would look vitamin A to compensate for losses like berries trapped in a muffin. The during production and storage. No for you. net result is a physical barrier for the process is immune; something as Watch pet owners reach for vitamin A to protect it from oxidation. simple as boiling vegetables can your premium packaging ﬁrst with PolyCello’s 10 colour process and high quality A more-is-better approach is as 175 line screen print. detrimental as having none at all. With our responsive customer service and sustainable In addition, large quantities of antioxi- destroy 67% of the retinol. packaging, we may just be dants are included to serve as further For synthetic vitamins, it has your new best friend. protection. The final products are been reported that storage in vitamin commonly sold in strengths of 500,000 premixes can drop vitamin A levels to 1 million international units (IU) per from 3.9% to 20% per month. Extru- gram through vitamin premixes. sion can account for a 40% to 60% loss (at 141-145C depending on IN ITS LAST publication on dog and preparation) and drying can destroy cat nutrient requirements (2006), another 25% to 40% (at 201-205C the National Research Council depending on preparation). Plus, changed the units to express vitamin vitamin A can be lost during finished A requirements from IU to retinol product storage in the warehouse or equivalents to factor for the bioavail- on the store shelf at a rate of 8% to ability of vitamin A from various 30% per month (BASF, 2000). sources. For example, 1 mg of retinol In canned foods, loss of vitamin equals 3,333 IU of vitamin A; in the A is not common because these diets dog specifically, 1 mg of β-carotene usually contain large quantities of equals 833 IU of vitamin A. liver, which may push levels near the The challenge is that the 2008 recognized upper limits. guidelines from the European Pet Food Industry (known as FEDIAF), TO ACHIEVE THE necessary vitamin the 2010 nutrient profiles from the A fortification in complete pet diets, Association of American Feed Control supplementing with a synthetic is Officials, most vitamin and ingredient almost mandatory. These commercial supplier specifications and the older forms are identical to natural vitamin ingredient composition tables all still A, perform the same way and are use IU. Reconciling one with the other subject to the same process and envi- simply requires some math. ronmental losses. The trick is getting An on-going tradition of packaging excellence. The exception is new reference all the inputs on a consistent unit of www.polycello.com tables such as the US Department potency, factoring for all the losses, [email protected] of Agriculture nutrient database then supplementing with the most 1-800-565-5480 for standard reference (NDB SR22), protected form of vitamin A available which provides retinol, retinol equiv- to assure enough, but not too much, alents and a computed vitamin A is in the diet the day it is eaten. ■ Sustainable Packaging | HACCP Compliant | AIB Superior Rating Petfood I n d u s t r y May 2010

041-1005PETingred_C2201R10205.indd 41 4/27/2010 3:47:03 PM 42 www.petfoodindustry.com Research Notes

a control food with low omega-3 content. At weeks Key Concepts 3, 6, 9 and 12, investigators increased or decreased the carprofen dosage based on five clinical signs  Omega-3 effect on carprofen (JAVMA 236: 535-539. doi: 10.2460/javma.236.5.535) In dogs with and owner assessments of 15 signs. chronic osteoarthritis, a diet supplemented with ﬁ sh oil omega-3 fatty Carprofen dosage decreased significantly acids may allow for reduced carprofen dosages to treat pain. faster among dogs fed the supplemented diet  Obesity’s role in disease than dogs fed the control diet. The distribution (Vet Clin North Am Small Anim Pract 40(2):221-39. PMID: 20219485) of changes in carprofen dosage for the control Prevention and early recognition of obesity, as well as correcting it group was significantly different from changes when it is present, are essential to appropriate health care and increase for the test group. This suggests that in dogs with both the quality and quantity of life. chronic osteoarthritis, a diet supplemented with  Hormones, food intake fish oil omega-3 fatty acids may allow for reduced (Br J Nutr 26:1-10. PMID: 20100379) The relationship between carprofen dosages to treat pain. hormone secretion, food intake and glucose metabolism in cats Source: D.A. Fritsch et al., 2010. A multicenter study of requires further study. the effect of dietary supplementation with fish oil omega-3 fatty acids on carprofen dosage in dogs with osteoarthritis. JAVMA 236: 535-539. doi: 10.2460/javma.236.5.535 Omega-3 effect on carprofen The goal was to determine the effects of a diet supplemented with fish oil omega-3 fatty Obesity’s role in disease acids on carprofen dosage in dogs with chronic Obesity has been called the most common osteoarthritis. The study involved 131 client- nutritional disease of dogs in Western countries. owned dogs at 33 private US veterinary hospitals. Most investigators agree at least 33% of dogs The carprofen dosage was standardized; then presented to veterinary clinics are obese and the the dogs were randomly assigned to receive a food incidence is increasing as human obesity rises. supplemented with fish oil omega-3 fatty acids or Obesity is not just the accumulation of large

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May 2010 Petfood I n d u s t r y

042-1005PETrsh_C2201R10204.indd 42 4/27/2010 3:37:03 PM amounts of adipose tissue but is also control of food intake and glucose associated with important metabolic metabolism were compared to and hormonal changes and a variety determine the propensity of diets to of conditions, including osteoar- promote obesity in cats. thritis, respiratory distress, glucose Five lean and five obese adult cats intolerance and diabetes mellitus, were fed a high-protein (HP), a high- • Crude hypertension, dystocia, decreased fat and a high-carbohydrate diet. Food heat tolerance, some forms of cancer intake did not differ between cats • Kosher and increased risk of anesthetic and fed the different diets, but obese cats F surgical complications. consumed significantly more energy. Prevention and early recognition Baseline concentrations of glucose, • Refi ned of obesity, as well as correcting it, are amylin and acylated ghrelin were essential to appropriate health care higher in obese cats, and obese cats and increasing the quality and quan- showed the highest postprandial tity of life for pets. responses of glucose and amylin. The Source: D.L. Zoran, 2010. Obesity in dogs and I HP diet led to higher postprandial cats: a metabolic and endocrine disorder. Vet amylin concentrations. The relation- Clin North Am Small Anim Pract 40(2):221-39. PMID: 20219485 ship between hormone secretion, food intake and glucose metabolism in cats requires further study. Hormones, food intake Source: L.J. Martin et al., 2010. Postpran- dial response of plasma insulin, amylin and S The effects of different protein:fat acylated ghrelin to various test meals in lean ratios on hormones (insulin, acylated and obese cats. Br J Nutr 26:1-10. PMID: ghrelin and amylin) involved in the 20100379 H

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Used Equipment

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Equipment

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May 2010 Petfood I n d u s t r y

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Ameri-Pac Inc ...... 20, 31 Pharmachem Laboratories ...... 37 www.ameri-pac.com www.pharmachem.com

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Petfood I n d u s t r y May 2010

047-1005PETadindex_C2201R10196.indd 47 4/28/2010 3:18:55 PM 48 www.petfoodindustry.com Industry Calendar See more Find out what industry events are approaching. Go to www.PetfoodIndustry.com.

S M T W T F S S M T W T F S S M T W T F S 1 1 2 3 4 5 1 2 6 7 8 9 10 11 12 3 4 5 6 7 8 9 2 3 4 5 6 7 8 13 14 15 15 16 17 18 10 11 12 13 14 15 16

9 10 11 12 13 14 15 19 20 21 22 23 24 25 17 18 19 20 21 22 23

24 June 26 27 28 29 30 July / 25 26 27 28 29 30 16 17 18 19 20 21 22 30

23/ 24/ May 30 31 25 26 27 28 29

 AFIA Feed Industry Institute, June  IFT Annual Meeting and Food 14-17, 2010, Hilton St. Louis at the Expo, July 17-21, 2010. Chicago, Ballpark, St. Louis, Missouri, USA. Illinois, USA. For more informa- For more information, please tion, contact [email protected] or visit contact akeller@aﬁ a.org or visit www.ift.org. www.aﬁ a.org.

S M T W T F S

1 2 3 4 5 6

7 8 9 10 11 12 13  Western Pet Expo, May 2-3, 2010, Richmond Curling Club, Richmond, 14 15 16 17 18 19 20 British Columbia, Canada. For  Expo Pack México and Processa 21 22 23 24 25 26 27 registration, e-mail communications@ 2010, June 22-25, 2010, Centro

pijaccanada.com or visit Banamex, Mexico City, Mexico. August 28 29 30 31 www.pijaccanada.com/en/ For information on this event, tradeshows/western. please visit www.expopack.com. mx or e-mail mercadotecnia@ expopack.com.mx.

 ExpoZoo 2010, August 29-30, 2010, St. Hyacinte, Quebec, Canada. For registration and  Interzoo 2010, May 13-16, 2010, Exhi- exhibition information, contact  Virtual Petfood Form, October bition Centre Nuremberg, Nuremberg, communications@pijaccanada. 21, 2010. Save the date and Germany. For more information, visit com or visit www.pijaccanada. check www.wattevents.com for www.interzoo.com. com/en/tradeshow/expozoo. updates!

May 2010 Petfood I n d u s t r y

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