The National Advertising Division of the Council of Better Business Bureaus , an ad industry self-regulating entity, referred Blue Buffalo Co.'s Blue brand petfood advertising to the Federal Trade Commission because it has not modified its claim of "no animal by-products."
The company says its advertising has been changed, but not its packaging - an area over which it claims NAD does not have jurisdiction.
Hill's Pet Nutrition challenged the packaging, which was then reviewed in mid-2008. The council suggested Blue Buffalo alter its claim for petfood containing fish meal, lamb meal and liver.
Blue Buffalo President Bill Bishop said the company's use of "by-product" is in sync with the Association of American Feed Control Officials .
Pet owners want a lot from their pet food brands. They want primary proteins that suit what they believe is best for their animal. They want grains or they don't. They want something customized, but it has to be easy to understand.
Constraints and crises, like those experienced in 2020, help drive innovation and sustainability offers context.