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I can’t even count the time I’ve been asked ‘What is the perfect pet food?’ Every pet owner wants to know which brand is safe and healthy. All pets and their needs are different, however I can give you some great advice on what to look for to find your pet’s Perfect Food.

Most pet owners are not aware that the front of a pet food label might be misleading. To find that perfect dog food or cat food - you might need to ignore the pet food advertising and/or marketing. With many pet foods, advertising is what you find on the front of the bag or can. To explain this completely, I’ve developed two pretend pet foods - seen below. Pretend you are looking at these two pet food labels just as you would look at the dog food or cat food in a pet shop. Think about what you like of the pet food and what you don’t like.

Kirby’s Kibble Super Supper

Made with USDA meat proteins Freshness Guaranteed! Complete Nutrition

Next…

Kirby’s Kibble Plain Pet Food

Average nutrition for average pets!!

I can assume you only like one of these two pet foods. However, the real truth about them is that both foods contain the very same ingredients - identical ingredients!

Kirby’s Plain Pet Food is the truthful label - but you are never going to see this type of pet food label. No pet food manufacturer is going to tell you right on the label they use chicken feet (and they actually do!) or buy cheap ingredients from China (yep, they still do that too).

Kirby’s Super Supper is how the pet food bags and cans look at the pet store - but keep in mind both foods contain the EXACT same ingredients.

Here’s a list of what to watch out for on a dog food or cat food label…

1. Pictures of cute pets or healthy looking ingredients. The pictures are provided on my pretend labels - but they are almost always on a pet food bag or can. Don’t believe what you see.

2. Super Supper. You want to give your dog or cat a ‘Super Supper’ don’t you? And pet food marketers know you do too! This pet food might be super - but it might not be. The only way to know if a dog food or cat food is providing your pet a quality supper is to examine the list of ingredients on the back of the bag.

3. Premium Pet Food for Premium Pets. Again - every pet owner wants to provide their pet with premium food. Kirby’s Plain Pet Food isn’t going to be a top seller. AND - everyone also believes their pet is something special - a premium pet. Kirby’s Kibble attaches itself to that emotion! It’s an emotional trigger. Pay no attention to marketing sub-titles of the pet food. Some might be true advertising, some might not - the only way to know for sure is looking at the ingredients.

4. Made with REAL USDA Protein. Chicken feet come from USDA meat processing facilities. Enough said.

5. strong>Guaranteed Fresh. Dog food and cat food labels only provide pet owners with a ‘Best by’ date. Guaranteed Fresh could be a pet food that is two years old that contains potentially dangerous chemicals to extend the shelf life.

6. 100% Complete Nutrition. Any pet food that uses acceptable ingredients listed in the AAFCO (American Association of Feed Control Officials) manual - yes…chicken feet and peanut hulls are approved ingredients…they are allowed to make the claim 100% Complete Nutrition.

Next…The Guaranteed Analysis of both pretend Kirby’s Pet Foods is… Crude Protein: 23% Crude Fat: 14% Crude Fiber: 4% Moisture: 10%

Ingredient listing for both foods… Corn, Chicken by-Product Meal, Animal Fat (preserved with BHA/BHT), Corn Gluten Meal, Peanut Hulls (source of fiber), Minerals and Vitamins.

Back to the ‘REAL USDA Proteins’ statement - unfortunately this is a common marketing technique used with many pet foods. It is truthful - just misleading. Luckily for Kirby’s Pet Food, the Super Supper brand does NOT have to list Chicken Feet on the label. Rules of the pet food industry allow pet food manufacturers to call chicken feet - by-products. It probably sells more pet food.

Kirby’s Kibble purchases some ingredients from a worldwide supplier…is that China? Do they test those ingredients?…probably not. Pet Food manufacturers are not required to test any ingredients for quality or safety. Imported ingredients could perhaps not have the same quality control as US ingredients.

Here is something that’s going to shock you…If I were to actually produce Kirby’s Kibble pet food - I could receive AAFCO approval for this food using chicken feet and peanut hulls and cheap imported ingredients - AND make the claim 100% Complete Nutrition. I would be allowed to use the same label as the Kirby’s Super Supper above. BUT…I would NOT be allowed to use the label of Kirby’s Plain Pet Food. Yes, you read that correctly. Rules of the pet food industry would NOT allow me to tell the truth about my pet food and tell potential customers I use chicken feet.