In the pantheon of ingredients that people chose to feed themselves, wild rice has a certain nativist appeal. Given the nature of the named ingredients that these same consumers want to feed their pets, it seems a surprise that “wild rice” has not been on the list. The market did embrace brown rice as a healthier alternative to brewer’s rice. But now, grain free dominates in the new product category and acceptable starch options are actually shrinking.
Perhaps expanding the range within grains to something more appealing — like wild rice — might open up the options. It is non-GMO, fits in with that “feed my wild animal” theme, and has some unique nutritional qualities and perhaps even subtle taste enhancements that might blend well with the next generation of modern pet foods beyond grain free. While not specifically identified as an ingredient in the Association of American Feed Control Officials (AAFCO) official publication, one could strongly argue that it should fit comfortably in the “common name” clause.
