As a vet, and someone who cares deeply about the health of dogs, it is disheartening to see client after client be deceived by large pet food companies. Well-meaning dog guardians buy the most expensive bag of food, believe what the front labels tell them, and are under the impression that they are doing right by their dogs.

When, in most cases, they are being duped. Marketers in the pet food industry use similar sneaky tactics to make consumers believe they’re making an informed choice. In this blog, I’ll take you past the savvy marketing tactics and misleading labeling strategies of pet food companies to help you make informed, intelligent decisions for your dog’s bowl.

Pet food manufacturing and labeling requirements are overseen by both the Federal Food and Drug Administration (FDA) and state authorities. These regulations are largely influenced by the guidelines established by the Association of American Feed Control Officials (AAFCO), a non-profit organization. While AAFCO doesn’t have direct regulatory power, its recommendations are often adopted into federal and state law. Pet food manufacturers must adhere to these regulations to ensure compliance.

While AAFCO sets requirements for pet food, there’s nothing stopping manufacturers from selling products that don’t meet these guidelines. Additionally, AAFCO isn’t focused on the quality of the ingredients in pet food. Their standards are designed to meet the basic survival needs of animals, not to provide an optimal, species-appropriate diet that helps them thrive.

AAFCO’s regulations stipulate that ingredient lists cannot indicate the quality or grade of ingredients, unlike the USDA’s grading standards for human food. Thoroughly researching pet food brands can help uncover the sources of their ingredients, ensuring transparency and quality.

• Ingredient splitting: This is a sneaky trick used by some pet food makers to make it seem like there’s less of a particular ingredient in their products. They do this by breaking down ingredients into different forms or types, like various kinds of corn. This pushes these items further down the ingredient list, giving the impression that they’re not a big part of the recipe. But when you add them all up, they might actually outweigh other ingredients, making it hard for dog parents to know what’s really in the food.

• The Term Crude Protein: The term “crude” indicates the method used to assess nutrients in pet food, but it doesn’t always signify meat protein. In 2007, the FDA initiated recalls on specific pet foods due to contamination with melamine, which was added to falsely elevate protein content.
• Pet food labels list ingredients by weight. Meat is listed first on the label because it contains a lot of water which makes it the heaviest ingredient in the mix. However, when the water is removed from meat, such as with a kibbled food, this reduces the weight by about 80 percent. Therefore, if it is dried, most of the food is actually coming from ingredients two, three, and four.

For the most part, these terms aren’t governed by regulations and have no legal or literal meaning. It is also important to note that no diet is going to be ” healthy” or “natural” if it is highly processed. That’s like us believing advertising on a box of ultra-processed cereal that states “nutritious”. We know better than that for ourselves, so it’s time we opened our eyes to it for our dogs. Let’s go through some common terms used in marketing pet food labels:

• Prescription diet: the FDA has not reviewed or verified the health claims on any veterinary diet. Most prescription diets (like the one in the picture above) contain a by-product meal which comes straight from the rendering plant, lots of soybean and corn products (a cheap replacement for animal protein). In the prescription food pictured above, Hill’s I/D , the fiber is elevated using cheap ingredients such as ground pecan shells to stop diarrhea. so, this may stop diarrhea but it is not supporting the dog’s gut flora nor is it healing the gut lining. There’s nothing in this diet that is medicinal.
• Dinner, Entree, or with: this can mean significantly less of the named ingredient is present. When you see labels like “chicken dinner for dogs” or “salmon entree for dogs”, this means that the named protein must only make up at least 25%. To meet this requirement, the food label must include a qualifying term such as “dinner,” “entree,” “nuggets,” “platter,” or “formula.” When water is added, the named ingredient only needs to be a minimum of 10% of the total weight, not 25%. A “Dog Food with salmon” might only contain 3% salmon.
• Premium: When companies label their product as “premium,” it doesn’t necessarily mean that it’s of higher quality or meets stricter standards. Essentially, they’re using fancy terms without any concrete meaning, hoping to attract consumers
• Flavor: Under the flavor rule, pet food manufacturers aren’t required to specify a specific percentage of an ingredient; instead, it must be “sufficiently detected.” This means that only the “digest” of the protein is necessary, consisting of natural materials processed with heat, enzymes, or acids to create a concentrated and natural flavor. Notably, no actual whole protein is included in the diet.
• Healthy: While the term “healthy” itself is generally positive, it can be misleading if used to imply specific health benefits without evidence. A diet that is ultra-processed such as kibble is not a logically healthy food.
• Holistic: Some products may use the term “holistic” without truly embodying a holistic approach to pet health. Research the company to see why they label it holistic.
• All Natural/Natural: Products labeled as “all natural” or “natural” may still contain artificial flavors, colors, or preservatives, so it’s important to check the ingredient list.
• Vet Approved: Some products may claim to be “vet approved” without providing evidence of veterinary endorsement or qualification. They may also be “vet approved” by vets that do not have a nutrition background or are employees of the company.

• Human Grade: Indicates that the ingredients meet the standards for human consumption, ensuring high quality.
• Wild Caught: Indicates that the fish or seafood ingredients were caught in their natural habitat rather than being farm-raised.
• Organic: Certifies that the ingredients were grown or produced without synthetic pesticides, fertilizers, or genetically modified organisms (GMOs).
• Free Range: Indicates that animals were allowed to roam and graze freely, often resulting in higher quality and more nutritious meat.
• Sustainably Sourced: Indicates that ingredients were obtained in a manner that preserves environmental resources and animal welfare. Look for certification or transparency. It’s important to research the sourcing of the food company you choose.

• Vague Terms: Ingredients like “meat meal” , “animal fat”, “fish oil” lack specificity about the source. High-quality brands will clearly name the source, such as “chicken meal” or “beef fat.”

• The term “meal” the quality of the “meal” can vary significantly, and it often includes lower-quality parts of the animal which might not be as nutritious as whole meat.
• Artificial Additives: The presence of artificial colors, flavors, and preservatives (e.g., BHA, BHT, ethoxyquin) are a red flag, indicating lower-quality ingredients or dangerous additives.

• Low-Quality Fillers: Ingredients like corn, wheat, and soy are often used as cheap fillers. These are not nutritious for dogs and can sometimes lead to allergies or digestive issues.

• Lack of Transparency: Brands that do not provide clear information about ingredient sourcing or manufacturing practices may be hiding low-quality or unsafe practices. Transparency is a sign of a trustworthy brand.

• Corn Gluten Meal, Whole Grain Corn, Corn Germ Meal: Corn is often used to boost protein levels but is primarily a filler. It’s a by-product of the human food industry and a known GMO crop. Manufacturers sometimes split ingredients into sub-categories to disguise the amount of lower-quality ingredients like corn. Gluten meal is often connected to allergies and intolerances.
• Rice: Rice is another cheap filler. It can be contaminated with arsenic, leading to chronic health issues. Most rice is genetically modified (GMO), which can destroy good bacteria in your dog’s gut. Lack of much nutritional value.
• Brewer’s rice is the small, milled fragments of rice kernels that have been separated from the larger kernels of milled rice. This processed product is missing many of the nutrients contained in whole ground rice and brown rice, making this a poor-quality ingredient.
• Fish Oil and Fish Meal: These ingredients are often vague, unnamed animal proteins. Without knowing the specific source, it’s hard to determine their quality. Also, fish oil is much too fragile to be added to processed foods because, as soon as the bag is opened, it will oxidate and cause inflammation in your dog.
• Poultry By-products: This term can include heads, feet, and viscera (guts). These parts are not high-quality nutrition.
• Dried Egg Product: Usually made from eggs not approved for human consumption, this ingredient is a lower-quality protein source. It is also a processed ingredient.
• Natural Flavor: Used to enhance taste, “natural flavor” can sometimes include MSG or animal digest, which are not always desirable.
• Animal Digest: A flavor enhancer created by processing various animal by-products. Its lack of specificity regarding ingredient sources and quality is concerning.
• Plant proteins: These are also used as a less expensive substitute for quality animal protein. You want to see animal sources because they’re more digestible and contain a wider array of amino acids than plant based protein sources.
• Soybean oil: this is a highly processed and inflammatory oil. It’s an inexpensive alternative to higher quality animal fats and oils.
• High Carbohydrates: Too many carbs in dog food can lead to weight gain, diabetes, and gut imbalance. They are often added to cut costs. Dogs don’t actually need grains to stay healthy and balanced, despite what some myths might say.
• Synthetic Vitamins and Minerals: Added in place of real food nutrition, excessive synthetic vitamins and minerals indicate poor nutritional value. Synthetic versions of vitamins and minerals are also the easiest and cheapest way to meet
  government standards. See my blog on synthetics and why they can be dangerous for your dog. http://drloudon.com/pet-health/the-pitfalls-of-synthetic-vitamins-and-minerals-in-dog-food-what-every-pet-owner-should-know/
• Wheat and soy have the potential to be highly inflammatory and are often used as cheap fillers.
  

Brands like Purina, Iams, Hills and Royal Canin are often recommended by breeders and veterinarians who may not fully understand how to read a food label. The average Vet only receives 19 hours of nutrition training for all animals… I think I may have gotten a total of two (not including the 1 hour from Hills reps). I had to take courses and do my own research after vet school to gain real nutrition knowledge. The nutrition books used in most veterinary schools consist of, “Small Animal Clinical Nutrition.” Royal Canin’s texts are the “Encyclopedia of Canine Clinical Nutrition” and the “Encyclopedia of Feline Clinical Nutrition Popular brands”. Are you seeing the circle of deception?

Breeders are often swayed by AKC recommendations which is often in favor of large kibble companies such as Purina. The relationship between the American Kennel Club (AKC) and Purina involves more strategic and business-oriented collaborations. Purina’s sponsorship of AKC events helps fund the AKC’s activities and programs. In return, Purina gains exposure to a targeted audience of dog owners, breeders, and enthusiasts, which helps drive brand loyalty and sales.

All of these companies can also afford expensive marketing campaigns and brand deals that attract consumers who may not fully understand how to choose a nutritious diet for their dog.

So what should you be looking for on an ingredients label? An ideal label for species-appropriate dog food should list a defined meat as the first ingredient, have moderate levels of animal fat, be high in EPA and DHA, use human-grade ingredients, and be free of grains, potatoes, and other starches. The food should have high moisture content (about 70 percent water) and high-quality protein from muscle meat, not rendered scraps. A few veggies to balance it out and whole fruits lower on the ingredient list are fine, as they may replace grains. And that’s it. Just like with our food, the more ingredients listed, the less healthy it tends to be for our dogs. Purchasing this type of diet can be costly, but it’s worth considering that better nutrition leads to fewer vet visits and a longer life for your dog. Switching to real, whole food, such as a raw or gently cooked diet, is the optimal way to support your dog’s health. To learn about cooking at home for your dog you can check out my blog here http://drloudon.com/pet-health/cooking-up-canine-wellness-a-guide-to-nutrient-rich-homemade-dog-food/.

Understanding dog food labels is essential for ensuring your dog gets the best nutrition possible. Take the time to read and compare labels, and don’t be swayed by marketing or popular brands. Your dog is counting on you to decipher the manufacturer’s deceptive marketing tactics. And if you want the optimal diet for your dog, switch to a whole food, gently cooked or raw diet and skip the kibble isle all together.

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