The demonization of pet food ingredients from within the industry limits the potential for innovation and confuses pet food consumers.
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In building any pet product, it is important to know the potential design, or what we like to call the “product brief.” It starts with the claims, the nutritional goals, the available processes and, most importantly, the ingredient inventory and availability. We need to know the “must-haves,” the “nice-to-haves” and the “I-don’t-want-to haves.”
