Recognizing the ‘false friends’ of pet food.
Pet food is a different language; a separate dialect.
Can you read this pet food label? You could if you speak the language (German). But if you don’t speak the language, you are left to guess at what you are buying, guess to the quality of the pet food you are trusting your pet’s life with.
This is EXACTLY like what every pet food consumer faces. U.S. and Canadian pet food labels and websites look as if they are written in English, but actually they are written is a specific dialect of the English language. Pet food dialect, a language specific to animal foods.
Dialect: a variety of a language used by the members of a group.
Pet food dialect is written by and owned (copyright protected) by the Association of American Feed Control Officials (AAFCO), in cooperation with the Food and Drug Administration (FDA).
Access to the translation of pet food dialect to English costs $100 a year.
The group who uses this dialect is the pet food industry; all pet food manufacturers are required by regulation to use the dialect.
Consumers – who do not speak pet food dialect – are left defenseless trying to understand a pet food label. Consumers can use Google translate to interpret the German pet food label, there is no Google translate for pet food dialect.
False Friend
The Cambridge dictionary defines the term False Friend as: “a word that is often confused with a word in another language with a different meaning because the two words look or sound similar.”
An example of a ‘False Friend’ is provided by InkTank.fi: Fart.
We all know the English meaning of the word fart, but did you know that fart means speed in Danish, Norwegian, and Swedish? If that doesn’t make you snicker enough, the words for speed bump in each language are fartbump, fartshump, and farthinder.
Because most consumers do not speak or understand pet food dialect, False Friends commonly occur in pet food.
The above picture of a Kibbles ‘n Bits canned dog food (one of the pet foods recently recalled due to contamination with pentobarbital) contains three significant False Friends.
#1 In pet food dialect, the word ‘food’ does not mean the same thing as in English. The word ‘food’ on pet food labels and websites translates to ‘feed’ – such as in cattle feed or chicken feed, a lesser quality than what consumers understand of food. “Dog Food” is manufactured differently (held to lesser safety standards) than the English understanding of food, and “Dog Food” (and Cat Food) ingredients are not held to the same quality standards as the English understanding of food. Some ‘Pet Food’ ingredients are allowed by FDA to violate federal food safety law.
In pet food dialect, The word ‘food’ is a False Friend of pet food consumers (with the exception of Human Grade pet food).
#2 In pet food dialect, the words “beef” and “chicken” translates to another different meaning. Beef and chicken in human food must be USDA inspected and passed, edible. But the translation of beef and chicken in pet food dialect allows these meats to be sourced from USDA condemned – inedible – animal material. Pet food dialect does not require the pet food to warn the consumer condemned ingredients are included in the ‘food’.
“Real Beef” and “Real Chicken” on pet food labels are False Friends of pet food consumers.
But isn’t this against the law? Condemned animal material in any food would be a violation of law…right?
Another translation of pet food dialect is that unlike in human food – many laws are ignored in pet food. Law does clearly say ANY food is adulterated (illegal) if it contains any part of a diseased or non-slaughtered animal (condemned/inedible). But in pet food dialect that law is not enforced.
But what about the picture – right there on the label? The picture shows slices of roasted beef and chicken. Wouldn’t that mean this pet food contains slices of beef and chicken? No, it doesn’t. Pet food laws require images on pet food labels to be an accurate portrayal of the contents of the pet food. But…regulatory authorities do not enforce this law either. Images on pet food labels are often False Friends. And with the above particular pet food…
#3 This pet food label displays choice slices of beef and chicken in the forefront of the pet food bowl. The image intends to make the consumer believe actual slices of chicken and beef are in the pet food, note the sliced meat in the pet food bowl. But…the slices of meat in this pet food are probably fabricated meat. Not actual slices of beef and chicken as consumers understand in common English, they are pet food dialect slices of meat allowed to be fabricated with “Wheat Flour, Soy Flour, Modified Corn Starch” ingredients flavored with small amounts of feed grade chicken and beef.
Regulatory authorities openly allow this False Friend to deceive pet food consumers. The AAFCO Pet Food Committee has been asked to require the disclosure of fabricated meat on pet food labels – they said “No”.
More False Friends…
#1 and #2 This label – just like the previous label – includes the False Friend statement of “Real Chicken” along with an image of chicken breast meat.
#3 The phrase “Super Premium Food for Dogs” is another False Friend. “Super Premium” is a commonly used pet food dialect term meant to imply to unknowing consumers the pet food is of higher quality. This is a feed grade pet food, made with feed grade ingredients – the exact same quality of ingredients as all other feed grade pet foods. ‘Premium’ is a marketing term allowed by regulatory authorities which results in misleading pet food consumers.
#4 The seal on this label that claims “Safely USA cooked with the world’s best ingredients” is also a False Friend. Again, feed grade pet foods use feed grade ingredients. Pet food dialect does not grade or rate ingredients – they are all considered feed grade unless they meet the legal requirements of food (human grade pet food). ‘World’s Best Ingredients’ is a marketing term allowed by regulatory authorities which results in misleading pet food consumers.
#5 The word “Natural” is defined within pet food dialect, however the definition allows unprocessed ingredients OR highly processed ingredients to claim ‘Natural’. Natural on a pet food label is a False Friend to pet food consumers, misleading many to believe the product contains minimal processing.
An example of Cat Food False Friend…
#1 “Tailor-made nutrition” is a False Friend. This cat food appears to tell consumers this product is “tailor-made” for Bengal cats. But pet food dialect requires all cat foods – whether for a Bengal cat or Maine Coon cat – to meet the exact same nutrient requirements (established by AAFCO).
#2 “Feline Breed Nutrition” is this pet food’s way of saying ‘Cat Food’. Because all cat foods are required to meet the same nutritional profiles, the pet food is not ‘breed nutrition’ – it is cat (species) nutrition.
False Friends mislead pet food consumers.
What can consumers do about False Friends?
All pet food consumers deserve public access to the English translations of pet food dialect. Consumers can call or email their State Department of Agriculture representatives and ask for a free copy of the current AAFCO Official Publication. Go to to this webpage http://www.aafco.org/Regulatory and click on your state. Contact the feed official listed for your state.
If you are told “no”, if your state will not provide you with a free copy of the English translations of pet food dialect (the AAFCO Official Publication) – write your state government officials (such as the Governor and state Senators). Tell them as a pet food consumer you deserve free public access to all regulations governing pet food. Ask them to require AAFCO to make the Official Publication (the pet food dialect English translations) public information, ask them to secure you a free copy. This is your right as a consumer.
In the meantime – this document translates common pet food ingredients into English. Click Here to view.
One more thing…
False Friend can also apply to anyone who speaks about or writes about or endorses any pet food. Unless the individual fully understands the dialect specific to pet food – they can be misleading you by they themselves being confused by the translation. Often this is unintentional, but it does happen. Educated pet food consumers who speak and understand pet food dialect can help others to understand the translation.
This post is the first of several to follow to provide consumers a full understanding of pet food dialect. More to come.
Wishing you and your pet(s) the best,
Susan Thixton
Pet Food Safety Advocate
Author Buyer Beware, Co-Author Dinner PAWsible
TruthaboutPetFood.com
Association for Truth in Pet Food
Become a member of our pet food consumer Association. Association for Truth in Pet Food is a a stakeholder organization representing the voice of pet food consumers at AAFCO and with FDA. Your membership helps representatives attend meetings and voice consumer concerns with regulatory authorities. Click Here to learn more.
What’s in Your Pet’s Food?
Is your dog or cat eating risk ingredients? Chinese imports? Petsumer Report tells the ‘rest of the story’ on over 5,000 cat foods, dog foods, and pet treats. 30 Day Satisfaction Guarantee. Click Here to preview Petsumer Report. www.PetsumerReport.com
The 2018 List
Susan’s List of trusted pet foods. Click Here to learn more.
Have you read Buyer Beware? Click Here
Cooking pet food made easy, Dinner PAWsible
Find Healthy Pet Foods in Your Area Click Here
Jane
March 13, 2018 at 1:59 pm
What a fantastic resource you’ve put together! I love that you included ways to take action, too. Thanks for being a True Friend to pets and the people who love them!
Carol Halbert
March 15, 2018 at 10:15 am
Susan Thixton is ‘right on’ what is going in our pet’s food….SAD SAD SAD!!!!! <3 🙁
Laurie Raymond
March 13, 2018 at 2:07 pm
Really, people! Susan and so many others qualified to speak with authority about the duplicity and irresponsibility of the pet food industry have made it crystal clear: if you want to know what is in your pet’s food, you need to grow and/or buy the ingredients and assemble them into meals yourself. Why would a company in an industry enjoying global growth and outrageous profits constrain itself to meet higher standards when it has successfully suborned government regulators to ignore even flagrant violations of the law? If/when (long-term, I’m hopeful; but for the forseeable future I’m deeply pessimistic) we change the fundamental rules of our society, we may get wholesome pet food made by scrupulous manufacturers constrained by standards of simple truthfulness in their marketing. But for now? It makes no sense to whine and complain – well, yes, we should whine and complain, but not expect that to effect change — and continue to feed toxic crap to our beloved companions. It isn’t rocket science, it’s much more like basic home ec, good information is easy to come by, and it won’t break your budget of destroy your life. As long as we buy this stuff we are reinforcing the industry’s intransigence.
Pet Owner
March 14, 2018 at 5:22 pm
There are a lot of PF Consumers coming to the table now. The internet has become a valuable tool for finding this site. And really, the people too stubborn (or dumb) to keep on assuming (or hoping) that “their” choice of PF is exempt from all these issues … is a lost cause. They’re not going to be listening at all. Feel sorry for the pets.
Here, we should keep on encouraging (explaining) that even modest adjustments to feeding pets is valuable. Add that whole protein (in whatever format that works) and a few whole food carbs (for dogs, not cats) to extend the meal plan. If you rotate, and alternate with something more affordable, please AVOID meat by-products, bone meal, animal digest. And anything else that isn’t a whole and identifiable food ingredient. Avoid the biggest manufacturers (like Purina, Big Heart, etc..) to try and focus on limited, qualified producers. And for support with those decisions, get Susan’s The 2018 List!
While not a perfect choice, there is a kibble on there that’s been vetted. It has the vitamins and minerals. Just add your own (human grade) protein! It’s SO easy to get started!!! And when you learn your pet loves his meal that way, you’ll already be encouraged to do more!!
T Allen
March 13, 2018 at 2:12 pm
Well done, as always, Susan. These posts help make it very clear to all pet owners what exactly they are up against when buying pet food! More and more people are getting the message as can be seen by commercials on TV. We’ll keep spreading the word. Thanks!
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Sharon Bilotta-Testa
March 13, 2018 at 2:19 pm
To Rachel Ray and all the celebs who endorse this garbage You do NOT care about OUR beloved pets or any animal all you care about is the $$$$ How the hell can you say how great this crap is, how wholesome how it’s the BEST food for your pet and then put you lying,greedy smiling face on the package with a cute cat or dog!! I don’t care how much I am offered I could not would not lie saying what you all say for $$$$
dispatchercdl@aol.com
March 13, 2018 at 2:26 pm
THANK YOU SUSAN,I AM A NEW READER OF YOURS,AND I MUST SAY,YOU OPENED MY EYES TO THIS TERRIBLE TRAVESTY OF JUSTICE WITH PET FOOD.I HAVE A JACK-CHI NAMED BABY AND THEM BAZZRDS BETTER HOPE NOTHING EVER HAPPENS TO HER. THANKS IN ALL YOU DO CHRIS
Pet Owner
March 13, 2018 at 2:39 pm
Such a good article, thank you. Yet another “one of your best.”
I “had” to buy a can of PF recently (for the emergency kit) and there were slim pickin’s at a grocery store. I know (well probably know) that “one” can of PF isn’t going to hurt my dog. But reading the label was interesting, because I seldom buy random canned PF.
Marketing ploys: Natural (4 times) Grain-free (2), indulgent, wholesome, made in the USA. Hey that’s was better than Uruguay! Fresh-cut carrots (oh sure thing). And THIS, was all without even looking at the back of the ca!. So you know that Marketing’s first goal … is to get get the consumer to pick up the can! On the back I did get a calorie count. And whole ingredients were in English. But of course I’d never know from where they’re sourced, or what grade.
I’d like to ask the company, what’s the OPPOSITE of “natural and wholesome?” And if the carrots are “fresh cut” then what about all the other ingredients not described that? So sorry, my normal cynicism is showing again. I just feel sorry for pets who never get a rotational diet.
Karl Buchanan
March 13, 2018 at 2:48 pm
Thanks for this article and site. I’ve been spreading it around. About to just find the way to prepare all thier food ourselves.
Cannoliamo
March 13, 2018 at 3:17 pm
Excellent article, Susan. Thank you. I wish I could use a bot or something to give this nationwide distribution for all pet owners (many of whom I know to be completely unfamiliar with AAFCO standards).
btw, I spoke with my state AAFCO rep (I have a cat with food allergies) and was told that the contents shown on the label do not have to correlate with or indicate the specific contents in the can. He said manufacturers and distributors are required to annually submit a list of all the ingredients used in their cat foods, but the specific ingredients in any specific flavor variety are not required to match the label. He said there is no reliable lab test that can distinguish pheasant or duck from chicken, turkey or many other proteins (i.e. beef and pork). As long as the food/feed tests to the labeled protein level and is on their approved list of ingredients, the specific source breed or origin of the protein used in that food/feed can be just about anything from fish to fowl to horse. Even if the label says “tuna” there is no requirement that the can contain tuna and not something else. Is that your understanding? As you know, food allergies in pets are often limited to the specific animal proteins used to make their feed.
Pet Owner
March 13, 2018 at 3:28 pm
That could be a life changing difference in human food. I’m gluten-sensitive and “food starch” for example has to be defined. Why would pets be any different?
jan b-b
March 14, 2018 at 10:39 am
what you say – so true – we had a kitty who was allergic to chicken, but through feed trials, determined that turkey was good to her, tried to find turkey only canned foods, could actually find one or two brands, and I ended up making her food myself.
barbara m
March 14, 2018 at 2:14 pm
The AAFCO rep that you talked to is misinformed about the reliability of DNA testing. Back in 2010 Evanger’s was busted by the FDA for the mis-branding of their “Grain-free Duck” and their “Lamb and Rice” pet food that contained only bovine. Then in 2017, DNA species identification testing was done by the FDA for the now infamous sodium pentobarbital “100%” Hunk O’ Beef to find that it contained horse meat as well as beef. The recall was expanded to include their other beef containing foods, http://www.poisonedpets.com/evangers-admits-horse-meat-found-pet-food/ and https://truthaboutpetfood.com/additional-evangers-dog-food-recall/ and https://truthaboutpetfood.com/update-on-fdas-warning-letter-to-evangers-pet-food/ .
You can also read about it on FDA websites.
landsharkinnc
March 14, 2018 at 6:57 am
Wonder if Rachel Ray or any of the other celebs that put their name of a dog/cat product would eat the ‘raw’ product? (not raw, per se, but as it goes into the product )
Bob Zink
November 17, 2019 at 10:51 am
I started my dog on Pedigree canned dog food due to the fact that when you buy (doesn’t matter the brand) dry dog food have the way through the bag she gets tired of it. Well since starting her on the canned food her hair on her hips has been falling out and hasn’t returned. The vet has put her on an antibiotic to help. So yesterday 11/16/2019 I started her back on to a dry food by Purina One to see if that will help her. With winter approaching I’m concerned with frost bite. The Pedigree chopped can food and doesn’t matter which flavor all have the same first ingredient of chicken. The label may say beef or fillet minion etc but the ingredients are all the same. This to me is false advertisement and misleading to the consumer.