Label Modernization. Jim Barritt Chair, PFI Label Modernization Task Force

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1 Label Modernization Jim Barritt Chair, PFI Label Modernization Task Force

2 WHY MODERNIZE? NO ONE reads the back of pet food labels they are confusing and overwhelming 2-3 first ingredients If they do, they are only looking at % of protein & possibly fat serving sizes (with new brands) 2

3 MOST IMPORTANT FACTOR for PURCHASE DECISION? Price? Quality? Appearance? Palatability? Ingredients? Packaging? Specific Claims?

4 NUTRITIONAL ADEQUACY Is the Product Complete & Balanced? If so, for what Life Stages? Kitten? Adult? Pregnant & Nursing? All of the Above?

5 CAN YOU FIND IT?????

6 Nutritional Adequacy Statement WHEN YOU FIND IT.... DO YOU UNDERSTAND IT? YUMMY BARK Chicken Dinner Dog Food is formulated to meet the nutritional levels established by the AAFCO Dog Food Nutrient Profiles for Growth and Maintenance.

7 OUT FRONT & LOUD

8 GRAPHIC REPRESENTATIONS

9 NON-COMPLETE & BALANCED

10 The Current Sad State of Affairs CALORIE CONTENT (calculated): 3409 kcal ME/kg, 304 kcal ME/cup

11 GUARANTEED ANALYSIS Pet owners do not understand how to read the current guaranteed analysis. Guaranteed analysis: seems too scientific, but it isn t clear who guaranteed it Percentages and Kg notations: What do these mean amount in a serving, a cup, amount required per day for the pet? And how much of these ingredients do pets actually need? Maximum/minimum: confusing/not intuitive Crude: strong negative connotation Pet owners would prefer a format they are familiar with, such as a Nutrition Facts label. Table format: Black & white table is familiar and stands out Nutrition Facts: Clearer and more straightforward than guaranteed analysis Amount per serving: Provides a reference point for the values shown Caloric values: Nice to know, similar to human food labels, but many are unsure what it means for their pets 11 Non-required (* d) ingredients: makes pet owners question why these ingredients are present

12 THINKING INSIDE THE BOX

13 THE INGREDIENT STATEMENT IS FRUSTRATING The current ingredients list is avoided because it: Is too long too many ingredients Looks cluttered everything seems to run together Has too many unfamiliar terms confusing/not understood Even label readers only look at the ingredients list: For real meat/protein among the first few items listed When there is an allergy, or When a vet recommends avoiding a particular ingredient 13

14 No AAFCO Consensus As Yet CURRENT INGREDIENT STATEMENT with grouped Vitamins and Minerals INGREDIENTS: CHICKEN, CHICKEN BY-PRODUCT MEAL, BREWERS RICE, GROUND BARLEY, GROUND SORGHUM, PORK MEAT & BONE MEAL, ANIMAL FAT (PRESERVED WITH MIXED TOCOPHEROLS), PEAS, EGG PRODUCT, NATURAL FLAVOR, OATS, SALT, DRIED APPLES, DRIED CRANBERRIES, DRIED CARROTS, POTASSIUM CHLORIDE, MIXED TOCOPHEROLS (A PRESERVATIVE), MINERALS (ZINC SULFATE, FERROUS SULFATE, ZINC OXIDE, COPPER SULFATE, MANGANESE OXIDE, SODIUM SELENITE, CALCIUM IODATE, COBALT CARBONATE), VITAMINS (VITAMIN E SUPPLEMENT, VITAMIN A SUPPLEMENT, BIOTIN, d-calcium PANTOTHENATE, VITAMIN B12 SUPPLEMENT, THIAMINE MONONITRATE, PYRIDOXINE HYDROCHLORIDE, MENADIONE SODIUM BISULFITE COMPLEX (SOURCE OF VITAMIN K ACTIVITY), RIBOFLAVIN SUPPLEMENT, FOLIC ACID, NIACIN, VITAMIN D3 SUPPLEMENT). PFI PROPOSED INGREDIENT STATEMENT INGREDIENTS: CHICKEN, CHICKEN BY-PRODUCT MEAL, BREWERS RICE, GROUND BARLEY, GROUND SORGHUM, PORK MEAT & BONE MEAL, ANIMAL FAT (PRESERVED WITH MIXED TOCOPHEROLS), PEAS, EGG PRODUCT, NATURAL FLAVOR CONTAINS LESS THAN 2% OF EACH OF THE FOLLOWING: OATS, SALT, DRIED APPLES, DRIED CRANBERRIES, DRIED CARROTS, MIXED TOCOPHEROLS (A PRESERVATIVE) VITAMINS: VITAMIN E SUPPLEMENT, VITAMIN A SUPPLEMENT, BIOTIN, d-calcium PANTOTHENATE, VITAMIN B12 SUPPLEMENT, THIAMINE MONONITRATE, PYRIDOXINE HYDROCHLORIDE, MENADIONE SODIUM BISULFITE COMPLEX (SOURCE OF VITAMIN K ACTIVITY), RIBOFLAVIN SUPPLEMENT, FOLIC ACID, NIACIN, VITAMIN D3 SUPPLEMENT MINERALS: ZINC SULFATE, FERROUS SULFATE, ZINC OXIDE, COPPER SULFATE, MANGANESE OXIDE, SODIUM SELENITE, CALCIUM IODATE, COBALT CARBONATE, POTASSIUM CHLORIDE

15 QUESTIONS?? THANK YOU