Supreme Pet Foods  is seeking an industry standard to guarantee quality and consistency in the production, packaging and marketing of small animal petfood, according to a new  report . The standard would define claims about nutritional content and commonly used marketing terms such as "complete," "complementary" and "beneficial fiber" and also standardize the implementation of quality process controls in the production of petfoods, according to Supreme.

The company has invited interested parties to contribute to the debate called "The Case for Quality."

The manufacturer said problems like misleading package declarations and transparency in labeling of vegetarian foods for herbivores were discovered via tests. It has called for an industrywide agreement on the communication of dietary information such as sugar and fiber content.