What do you think of when you hear the word nutrition?
We are not born with a comprehensive knowledge of nutrition. Our knowledge is gained from life skill classes in school and from the media. Unfortunately lessons learned in life skills classes are often ignored or quickly forgotten. Most people perceive nutrition as a complex topic and difficult to understand and thus through out our lives we rely on the media and advertising to guide us through our diet choices.
Every day your pets’ health is challenged by the air it breaths, the water it drinks and through diets comprised of agricultural by-products stripped of nutrients both during the initial processing and when these ingredients are cooked, baked and extruded during commercial production. To replace these damaged nutrients, fat ladened with heat sensitive vitamins, amino acids and flavours is sprayed on during the cooling process.
The pet food industry is a multi-billion dollar business with an annual growth rate of 4 to 7 percent . Each year hundreds of new products are introduced into the marketplace as well as new concepts in marketing pet foods ( weight loss diets, premium diets, growth diets, life stage diets, the list goes on). What is amazing is that this complex industry operates using data from only two sets of nutrient requirements for dogs and cats set out by AAFCO, one set for growth and reproduction and one for adult maintenance.