People have been using medicinal plants since before we were humans. Dogs, birds, elephants and chimpanzees all consume specific plants to treat ailments, or self-medicate. Those animal species use different natural remedies. What heals a chimp may be useless or dangerous to a dog. Likewise, human cultures utilize a wide range of plants, fungi and other natural items as medicines, but we don’t all use the same ones, and only a fraction of those can move into the pet space. What heals a human may be ineffective or harmful for a dog. Of those items that can serve for cats, dogs and other pets, a globally diverse range of natural medicines opens a wide menu of functional ingredients for pet food. To grasp that potential, pet food makers must bridge cultural divides.
Cultural views on medicine
One such cultural division stands between Chinese and Western European medicine. Traditional Chinese medicine (TCM) is rooted in a holistic philosophy that emphasizes balance within the body, focusing on energy flow, organ systems and the interplay of balancing forces. It typically uses herbal remedies, acupuncture, dietary therapy and physical practices, such as tai chi.
“In China, many botanical ingredients used in pet food are influenced by the philosophy of TCM, which emphasizes overall balance, prevention and harmony,” Mary Joe Fernandez, global vice president of sales and business development at BioVivo Science, told Petfood Industry. “Ingredients such as ginseng, goji berry, astragalus, and licorice root are well recognized among Chinese consumers and are commonly associated with enhancing vitality, strengthening immunity, and promoting overall well-being. Because of this cultural familiarity, companies often highlight the holistic and harmonizing benefits of these ingredients rather than focusing solely on individual active compounds. This long-standing trust in herbal traditions makes TCM-inspired botanicals naturally appealing and credible in the domestic pet food market.”
On the other hand, Western medicine is based on empirical scientific research and tends to emphasize disease pathology, diagnostics and evidence-based treatments such as pharmaceuticals and surgery. While TCM aims to restore harmony and prevent illness, Western medicine often targets specific symptoms or diseases. Bridging the cultural gap between Western and Eastern medical traditions allows pet food producers to introduce an item from TCM to pet food markets in the United States and Europe.
“In China, ingredients with traditional Chinese medicine origins are generally well accepted due to their long history of use and their comprehensive, synergistic benefits,” Fernandez said. “The perception of efficacy often stems from the overall harmony of multiple components rather than a single compound. In contrast, the U.S. market tends to evaluate such ingredients through a scientific and data-driven lens, focusing on specific active compounds and measurable biological effects. Formulators and consumers expect standardized actives, safety validation and clear evidence of functionality. As a result, while traditional botanicals are broadly recognized in China, their acceptance in the U.S. relies more heavily on scientific research, regulatory alignment and demonstrated efficacy.”
Education, transparency and traceability are the keys to gaining acceptance among U.S. pet owners, she said.
“We focus on showing the science behind the ingredient, explaining where it comes from, how it’s extracted, and what its key bioactive components do,” she said. “By maintaining full traceability from raw material sourcing through production, we not only ensure product integrity but also help prevent adulteration, a growing concern in the global pet supplement market. Collaborating with U.S.-based research partners, generating safety and efficacy data, and ensuring compliance with AAFCO, FDA and NASC standards all reinforce credibility. Storytelling also plays a role, but it’s most effective when paired with facts, framing these ingredients as natural, well-characterized, and sustainably sourced solutions for pet well-being rather than exotic or mystical remedies.”
One tree, two cultures
Fernandez provided the hypothetical example of the Japanese pagoda tree (Sophora japonica).
“Sophora japonica has been used for centuries in traditional Chinese medicine for its cooling and anti-inflammatory properties and is naturally rich in quercetin and rutin, two well-known flavonoids with antioxidant and cellular protective benefits,” she said. “However, in the U.S. pet nutrition space, the botanical is not widely recognized beyond its scientific components. To resonate with U.S. buyers, Sophora japonica needs to be reintroduced through a science-forward and benefit-driven story — focusing on its standardized actives, consistent quality, and proven antioxidant performance. By presenting it as a natural source of quercetin that helps manage oxidative stress and supports overall wellness, the ingredient can shift from its traditional roots to a modern, evidence-based positioning aligned with the ‘clean label and functional wellness’ trend in pet nutrition.”
The Japanese pagoda tree provides one example among many. Thousands of years of tradition have developed a vast pharmacopeia of natural remedies in China. By educating U.S. pet owners about items from TCM, pet food producers may open a broad toolbox of novel functional ingredients.
