The last 10 years has shown tremendous growth in the pet food industry and even in the current times of economic hardship, this is one area that still continues to grow. In fact, here is information from a poll taken for ShopSmart magazine last year, which said “female shoppers are more likely to buy cheaper brands of everything from medication to milk, than switch to less expensive pet food and pet care items”. 

In a February article in Advertising Age magazine, Bill Pearce, Del Monte’s senior VP/chief marketing officer said “that because of such research, the company is increasing marketing for several of it’s pet food brands. Petfood is one of the things that (consumers) can tell you, ‘I will change what I feed my family before I change what I feed my dog”. I find it interesting that Mr. Pearce did not say they were increasing the quality of their products, only the marketing aspect of their pet food brands.

Since the dog food recalls of these past few years, a large number of consumers are even more demanding of a quality product, and give support to independently owned companies vs the large conglomerates.  Experience has shown that smaller independently owned companies have more invested on a personal level and are more apt to have higher quality control standards, better ingredients and safer manufacturing. The smaller companies are proud of their product line, more approachable by their customer base, and the company philosophy and work in the community makes it clear they are a company with a conscience.

With the continued growth trends in pet foods in the US, we have also seen a multitude of smaller holistic, natural and raw companies taking a larger chunk of this billion dollar market in the US.  So much so that the large conglomerates are looking at ways of trying to purchase these smaller companies in order to control the holistic market. 

Of course we all know what happens when the conglomerates take over a smaller quality company, the quality goes down and budgets for marketing go up, so they can try and convince us the products are just as good. The vet bills increase, the wellness and longevity of our pets decrease, and it is our pets that suffer because of “the bottom line” and “profit margins”.

The next 10 years are going to be a real challenge for the smaller, family & independently owned, ethical companies – prices of commodities and shipping costs rise and the companies must raise costs on their foods.  Just remember they increase prices, so they do not have to compromise the quality of their product for the sake of our pets. As consumers, we must take on the challenge and pay more for a quality product because the smaller companies have to pay more to make a quality food for our pets.

I have worked in this industry for over 22 years – there is much to be learned and it makes me realize how hard it is for the average pet owner, veterinarian and pet care specialist to know when a company is really a company with a conscience. 

Therefore, I have made this award, a symbol for all companies that I have known, worked with and used their products or services on my own pets - these are companies of integrity, where the welfare of the animal comes first. And you will find these companies give back to the community in some way as well. Look for this COMPANY OF CONSCIENCE AWARD on their website.

Now don’t think that all companies that contribute are necessarily companies with quality foods. Eukanuba for example puts on the Eukanuba dog show – the purpose is to heighten brand awareness and raise money, it’s not for philanthropic reasons. Purina has special programs for breed clubs - again it’s done as a marketing tool rather than a generous outpouring of humanity. I have yet to find a dog food company owned by a large conglomerate that genuinely cares about the animals first and foremost. 

That is not to say that individuals who work for those companies are not caring people, it means those that sit in control of the marketing and budget decisions are so far removed from the consumer and their pet, that there is often no humanity in their decision making. It’s about “portraying an image of healthy, wholesome and good” through advertising and the media but the fact is, decisions are always made based on the “bottom line”.

I was having a conversation with a President of Marketing of a well known dog food company - his parting words to me were “remember, nothing matters but the bottom line”. “No” I said,” it’s not always about the bottom line, it’s about doing the RIGHT thing….then the money will follow”.

In light of that statement, I have decided I am going to give the companies with whom I have personally worked, used their products and services, and know their owners, a COMPANY OF CONSCIENCE AWARD by www.GreatDaneLady.com  For what it is worth, consumers need to know when a company is dedicated to doing the best for our beloved pets.

Linda Arndt – The Great Dane Lady
Blackwatch Nutritional Consulting LLC
Blackwatch Kennels –est 1973
www.GreatDaneLady.com