As consumers have made it clear that they trust what they understand and perceive to be fresh, "real" ingredients, and as they demand the right to know what is in the foods they eat, should it come as a surprise that those same consumers are now insisting on the same right for the foods they feed their pets? The focus on a clear brand message and using language consumers clearly understand is growing and not going away, according to Lynn Dornblaser of Mintel.  

Where do new product ideas come from in the petfood industry? Do they only come from marketing or sales? In my experience, some of the fastest growing new products or brands have come from single entrepreneurs as well as large multifunctional groups.

In the September 2010 issue of Petfood Industry, I briefly reported on the Association of American Feed Control Officials’ intent to launch a website designed particularly to help small manufacturers understand and comply with labeling and other state and federal regulatory requirements. The preview of the site at last year’s annual meeting met with tremendous applause from the audience.

In the US, petfood labeling is stipulated by the Association of American Feed Control Officials Model Regulations for Pet Food and Specialty Pet Food. The models are constantly evolving, with often at least an amendment or two every year.