The US$17 billion pet food market, which has become one of the top 10 packaged-goods categories, has seen significant growth in recent years.

Tyson will have a minority investment in Freshpet. The alliance will combine Tyson’s fresh food knowledge, refrigerated distribution network, and supply of meat and poultry with Freshpet’s pet food experience and market knowledge.

New Jersey-based Freshpet developed a line of fresh refrigerated dog food and treats under the Freshpet Select and Deli Fresh brands in 2006. The foods and treats are all refrigerated, ready to eat, and sold in grocery and pet stores across the United States and Canada.

In the United States, Freshpet supplies about 3,000 stores and has secured commitments for more than a thousand others. Freshpet products are produced at a federally regulated plant in Quakertown PA, with plans to expand production using Tyson federally regulated facilities.

From the rapid growth of the fresh and natural format, exemplified by Whole Foods, Trader Joe’s and Wild Oats, to the mainstreaming of organic and natural products in conventional supermarkets, it’s clear that natural has hit the big time. So it goes in the petfood aisle, as well. Consumers are increasingly seeking a healthy way of living, and are projecting these aspirations onto their pets, since their furry companions are certainly a big part of their world.

According to BusinessWire, natural petfood is a response to a convergence of trends: the pet owner’s desire for a healthy, balanced life coupled with a tendency to humanize their pets. This trait is typical of pet care—trends in human products often translate into similar demands in the pet aisle. That goes for gourmet flavors, functional foods and natural and organic foods.

It’s no secret that natural and organic products represent a large growth opportunity at present, but traditional food outlets are, in general, missing out on their fair share, according to BusinessWire. Food, drug and mass outlets (excluding Wal-Mart) account for three times the market share of natural foods retailers (excluding Trader Joe’s), but only pull in 40% of natural products sales, according to a recent ACNielson report. This, along with other key factors, leads to the conclusion that natural petfood, treats and care are segments traditional food retailers should be focusing on.

As the wellness trend converges with pet pampering mania, category experts are expecting natural/organic petfood to grow at more than 3 times the rate of total petfood, according to Packaged Facts. It is also anticipated that it will be the large national brands that will drive that advance. That makes perfect sense because of the brand support major brands are able to underwrite. With natural petfood going mainstream, consumers shouldn’t have to leave their favorite store to find the products they desire for their pet’s health and longevity.

Is your hound, um, hounded by humongous hips? Does your tabby have a tubby tummy? Not to worry.

Edward Moser, MS, VMD, DACVN, a Board Certified Veterinary Nutritionist, Adjunct Assistant Professor of Nutrition at the University of Pennsylvania School of Veterinary Medicine, a member of the USDA’s National Organic Program’s Pet Food Task Force and Consulting Veterinary Nutritionist to Wellness Natural Pet Food, about the plight of pudgy pets (and what to do about it) as well as what to look for—the good, the bad and the unnecessary—on pet food labels.

Q:  What should consumers look for on a pet food label?

A:  Consumers need to pay enough attention to the amount of animal products (proteins) in the food. We know that cats have very unique needs and really need more protein than dogs in their diet to perform well. It’s critical to be very cognizant of the fact that you’re providing animal protein to both dogs and cats in generous amounts. Although dogs usually need less protein than cats, some dogs will do very well on a high-protein diet.

Q:  How can consumers identify a “natural” pet food?

A:  There are four ingredients—which I call ‘The Four A’s’—that are NOT in natural diets:  artificial ingredients, artificial preservatives, artificial colors, and artificial flavors. Natural preservatives are always present in a dry organic or natural pet food. If there weren’t preservatives in dry food, the dietary fat would become rancid. In a canned (wet) food, there is not a preservative because the food is sealed in an air-tight container. Semi-moist foods, on the other hand, are not processed in an air-tight container. Semi-moist foods (which have a moisture content of 15%-25%) must be preserved because mold likes to grow on them. Dry food contains 10% or less moisture and therefore, is easier to preserve from mold.

Q:  What is the “AAFCO Statement of Nutritional Adequacy” printed on all pet food labels?

A:  The Association of American Feed Control Officials, Inc. (AAFCO) Statement of Nutritional Adequacy—which is found on all pet food labels—may indicate that a pet food is formulated to meet the minimum recommendation of necessary nutrients needed for all life stages or a particular life stage of an animal; whether it’s for growth, maintenance, or reproduction. Or it may indicate that the product is for intermittent or supplemental feeding. The label may also designate that the food underwent an actual “feeding trial,” where dogs or cats were given the food in a controlled setting, according to a set of standards, for a certain period of time, and researchers tracked the animals’ responses.

Q:  What are your thoughts on overweight pets?

A:  What we’re finding in the real-life population is that most people feed their pets too much – they don’t know how much they’re feeding and they don’t know how much their pets weigh. What ends up happening is that overweight animals don’t live as long and their quality of life is compromised. People need to be sensible and ask themselves questions such as: How much does my pet weigh? Should she weigh more or less? What can I do about it? Should I be feeding two meals a day? One meal a day? Should I be incorporating fiber in the diet; restricting fat, increasing protein, or just feeding less? Should I be exercising my pet more?

Q:  Please give a simple suggestion for weight loss.  

A:  Just by simply switching your pet from a dry food to a wet food, you can get their weight under control. Calculate how many calories your pet consumes on a daily basis, then decrease the amount you’re feeding by 10%-15%. The bottom line is the total calorie intake. If a 3-oz. can has 100 calories and you feed your pet three cans a day, that means you’re feeding your pets 300 calories each day. Take a sample of the food (and the label) to the vet’s office.

Q:  Please discuss the importance of seeking veterinary advice.

A:   I can’t emphasize enough that pets should be seen by a veterinarian on a regular basis. You live with your pet and so you won’t necessarily notice that extra couple of pounds, but your veterinarian will. The vet. can weigh your cat or dog (most clinics have a walk-on scale for dogs, so there’s no excuse that the dog is too heavy to pick up). You veterinarian can help you determine how many pounds your pet needs to gain or lose and they can help you with their diet. They can schedule a re-exam and weigh your pet again. Veterinarians are an invaluable resource for you and your pet.

Fueled by the petfood recall and more luxury lifestyles for pet owners, more and more people are buying natural and organic foods for their cats and dogs. According to the Organic Trade Association, organic petfood sales are growing at nearly three times the rate of organic human food. The majority of organic petfood is bought by singles, aging baby boomers and empty nesters looking to spoil their pets.

The increased interest for organic petfood not only comes from the fact that pet owners like or prefer organic meals for themselves, according to Web sites like www.naturalnews.com, but a rise in allergies in dogs and cats has consumers wondering if conventional petfood is to blame. Naturalnews.com claims some of these allergies could possibly be caused by residues of herbicides, pesticides, antibiotics and hormones as well as the use of chemical colorings, aromatic substances, flavorings and preservatives in non-organic petfood. Yet experts say there’s no proof that organic petfood, at any price, can assure any pet of a longer or healthier life.

Whether it is healthier or not, the simple use of the word “organic” raises questions as well. Just because a petfood package says "organic" does not mean that the entire product is organic. Not long ago manufacturers could call a petfood organic even if it only contained trace amounts of organic ingredients. More recently the guidelines for organic human food were applied to organic petfoods. However, there is still little oversight or regulation. More stringent regulations for organic petfood are under development, but until then, there are petfoods out there claiming to be "organic" without US federal standards applied.

Despite the petfood recall last year, a national survey released in October 2008 revealed many pet owners don’t know what ingredients are in their pets’ food. The survey was conducted online in August 2008 by Harris Interactive and commissioned by the Wellness brand of natural petfood and treats. Of the 1,305 US pet owners surveyed, 906 were dog owners, and 783 were cat owners.

According to the survey, two-thirds of the pet owners said they feed their pets as if they were members of their families. However, 56% of pet owners said they always or often read the label of their own packaged foods, compared to 38% of dog owners and 38% of cat owners who said they always or often read the labels on their pets’ food. Wellness also reported that only 38% of those surveyed said they understand all the ingredients listed on their dog food and cat food labels.

Additional findings included:

• Over half of the pet owners worry their cat or dog food contains ingredients they wouldn’t want their pets to consume;
• More than half dog or cat owners (55%) don’t know what federal body is charged with regulating petfood quality;
• When asked to name the first ingredient listed on the label of their cat’s dry food, 48% of cat owners answered they are not sure; and
• When asked to name the first ingredient listed on the label of their dog’s dry food, 44% of dog owners answered they are not sure.