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I've spent the better (and I do mean: Better) part of my life living with cats and it wasn't until I was asked to write about their true nature when I realized why I love them so much.
If you think about it, cats should be terrifying companions. They've got razor sharp claws and piercing teeth. They can see in conditions that leave us in the dark and their sense of smell and hearing is far more acute than our own. We could never hide from them if they were hunting us (or if we were in the bathroom with the door closed). But it's how they're so willing to show us who they really are, and in the same moment treat us like part of their family, never giving us reason to fear them, that I love most. In fact, most of us sleep with these formerly wild beasts without a second thought.
Instead of looking at your sweetly slumbering cat, marvel at how their body can flex into amazing positions as they rest, ones that give them the advantage over their prey once they awaken. Take delight when you see your cat jump off the floor, covering many more times over their own body-length, to reach a high perch. And as they show off their hunting skills, see if you notice how they grab their favorite toy with their paws, then quickly shove it into their open mouth, giving it a death-bite. Sound terrible? Not at all. It's amazing!
Let's celebrate how fortunate we are to witness these magical creatures, up close, not on a safari or not as photos in a book. They're right here in our living room, each one a marvel of catness.
In honor of our fabulous felines, Purina wants you to join their Pro Plan® community here at Cats True Nature where you can check out Darren Dyk, of Beyond Slow Motion, who got some amazing footage that highlights awesome cats in slow motion. You can also find tips for capturing photos and videos of your cat (which is always handy in my book).
Once you've got your Cats True Nature photos or video to share head over to the Pro Plan Cat Twitter and Instagram pages where you can tag your images with #CatsTrueNature. Make sure your images celebrate cats in four different scenarios – leaping , sprinting, stalking and performing one other “wildcard” pose like chasing or catching – for a chance to be featured in the Pro Plan community.
AND DON'T MISS THE EXTRA AWESOMENESS-A SPECIAL PRIZE PACK!
If you pop over to our Facebook page (don't forget to LIKE our page) where you can enter the same photos or videos for a chance to Win a Special Prize Pack featuring a GoPro Camera and more! Deadline for entries is June 11 at 12:12 PM EST so don't delay! A winner will be chosen by me, so make it good!
And don't forget to celebrate your #CatsTrueNature.
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This is a SPONSORED post for which I was compensated. It promotes a campaign and GoPro prize pack giveaway for Purina's #CatsTrueNature. This is NOT a product review about any types of cat food. This sponsored post is MY OPINION, ONLY.
[if you missed part one, you can read it HERE and part two is HERE]
I asked about what happens when a cat gets too old to be tested or develops problems where they can no longer provide good test results. The senior cats were placed in a “retirement” group home that frankly was quite austere. I asked why they couldn’t get adopted out to a family. Their reasoning was that senior cats often developed illnesses that were too costly for adopters to have to pay for so it was not possible to adopt them out. I couldn’t help but think that with all the money Hill's has, the least they could do was to adopt out those cats and give them FREE Vet care for the rest of their life, taking the financial burden off the adopters and giving those cats (and dogs) a graceful end to their life.
When the tour group moved on, I asked one of the employees what they do with cats who have terminal illness. She said they had a cat with mammary gland tumors, but they would not do surgery to remove them. She didn’t know if it was due to the cat's blood test results making it too risky to do the surgery or why their staff Vet decided not to do anything. She didn’t go into whether they’d done chemo for any cats but I heard of a dog getting a surgery to repair a leg injury. I wondered at what point they turned their backs on those animals? Maybe they never do. I can’t speak to that question.
The animals are only subjected to occasional blood draws and yearly dentals. They are not dissected, but they do necropsies after the animal has passed away.
We were told that Hill's took euthanasia very seriously, but in the end, when the animals were put down, they were put into a group cremation and that was all we were told. No, those cats or dogs weren’t someone’s pet and were placed in an urn in a cherished place on the mantel, but each animal is given a name from the moment they enter the facility.
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We toured the AAHA(American Animal Hospital Association which was founded in 1933 by a group of Veterinarians-Dr. Mark Morris was one of them) accredited surgical suite and state-of-the-art Vet department. It was spotless, glowing, enormous. They mostly did dental cleanings or spay/neutering. They had every sort of MRI or dual bone density scanner that any Vet would drool over. I couldn’t help but wish they’d open this space up to local rescues for a free Vet clinic a few times a month-just to give back, but how could they? It would bring disease into the building.
We finished the tour of the animal housing and many folks were abuzz about how wonderful the areas were. Maybe it was just me, but I could only think about how every night they turned the lights off and not one of those dogs or cats had a bed to sleep on and a human to sleep with. Was it worth those animals giving up their lives to science when the clinical trials don't seem to be long enough in the first place?
For what it was, their facility is spacious, clean and well lit. The dogs appear to be having a good time, running around outside, barking their little beagle barks. I’m certain the cats and dogs who live in other test facilities have it much, much worse. I think Hill’s did a very good job at creating as comfortable and humane a space as they could.
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It was time for the wrap up. Mr. Kontopanos was very eager to hear what we thought about the tour and the presentations. Many folks were on board, but thankfully a few asked some probing questions. Questions like where does your protein come from—factory farms or free range? Answer: Tyson’s for chicken and other places, but then they glossed over the answer, meaning it was probably factory farms. Many pet guardians care about where their own food comes from and they feel the same way about the food they feed their animals. No one wants animals to suffer so where is the leadership in Hill’s opting to use farms that can be certified humane? Perhaps those changes are to come?
I asked Mr. Kontopanos if Hill's was planning on producing a grain-free food since the market has exploded with options-clearly due to consumer buying trends. Mr. Kontopanos paused, looked a bit irritated, then said they would produce one only when they could declare it as “complete balanced nutrition.” I wondered how many times he’d answered this question. Had Hill’s focused too much effort on trying to convince pet owners that corn and other grains are good for their pets while there is a lot of evidence to prove the contrary? [apparently there IS a lone dog food with no grain, but I don’t have info on that at this time].
I didn’t ask about how they felt about people feeding a raw diet. I didn’t have the nerve to go there after seeing a slide earlier in the day that talked about what people feed their pets and raw feeding was considered “unconventional.”
No one else brought it up, either, but I knew a few others felt the same as I did that it was actually appropriate and not unconventional to feed a raw diet.
One of their basic diets for adult cats, Science Diet® Adult Indoor Cat Dry has 5 grains and the only animal protein is Chicken by-product meal(according to the AAFCO consists of the ground, rendered, clean parts of the carcass of slaughtered chicken, such as necks, feet, undeveloped eggs and intestines, exclusive of feathers, except in such amounts as might occur unavoidable in good processing practice). Can you tell me how this is better than a raw diet of ground chicken muscle meat, organs and bones from a known, humane farm with some egg yolks, water, low sodium salt, taurine, etc.?
Early the next morning we toured the Hill's manufacturing plant in Emporia, Kansas(one of a handful around the country, in addition to two in Europe). It was just as spotlessly clean and run by devoted employees as the Pet Nutrition Center campus. There’s very tight security in the plant so we weren’t allowed to take any photos. The place had an odd aroma. I thought it was something like a baked grain, then Teri suggested it smelled like dry food cat barf. Thanks, Teri!
The Emporia manufacturing plant, built in 2010, achieved its LEED – Silver certification last May. The over 500,000 square foot plant is a closed system where each segment of processing is separated by large corridors so that, for instance, the raw stage of processing can’t contaminate the extruding/“kill stage” and so on. Since the process is closed, there’s less chance for the product to be exposed, but the bad part about that is you don’t SEE the ingredients coming together to form their products.
Basically there were a lot of vats, conduit, pipes and odd sounds. It was a perfect setting to shoot a movie if we hadn’t been bogged down by wearing ear protection, hairnets, lab coats, hard hats and steel-toed covers on our shoes.
This plant produces 500,000 pounds of dry food every day. They run three shifts Monday through Friday. The weekend is for cleaning. All the food is x-rayed to make sure there’s no metal in it. They have extremely high quality standards and points at which they test the product. They deal with 140 ingredients so it must be a daunting task.
As our tour entered the warehouse it reminded me of the last scene of Raiders of the Lost Ark where Indiana Jones sees the warehouse where the Ark of the Covenant gets stored. I counted 50 aisles stacked 3 palettes high of bagged dry foods. I couldn’t see how far back it went, but I’d say it filled a football field, at least. I asked to take a photo of the stacks of bags and was denied.
The tour was concluded and we were escorted onto a very plush bus that took us to the airport. It was a fast paced, loaded-with-info tour. I didn’t drink the Kool-Aid®, but the interactions I had with the staff from Hill’s and the folks who were on the tour was very pleasant and respectful. I couldn’t have been treated better.
There seem to be some very caring, possibly even passionate people who do care about pets at Hill’s, but with all due respect, the way they go about “manufacturing” pet food isn’t something I can get on board with even if “Since 2002, the Hill’s Food, Shelter & Love Program™ has donated more than $240 million worth of Science Diet® brand foods to nearly 1,000 animal shelters nationwide, in every state.” That sounds good until you realize they have a captive audience. The shelter takes the free food and then passes along free samples to adopters, who will, of course, become new Hill's customers.
Hill’s promotional material also states: “It has also helped more than 6 million pets find new homes, and counting.” Though if you ask them to clarify that fact, what is happening is they are taking credit for the adoptions of animals from the shelters they donate food to. Hill’s doesn’t operate any shelters.
When it’s all said and done Hill’s treated me with respect and provided for my every need. I appreciate their hospitality and their pride in their company and their community.
My wish, if I could have one, would be that they re-think their approach to developing foods for cats and dogs that doesn’t lean so heavily on science and testing, but that focuses on wholesomeness and appropriateness with fewer ingredients and grains.
No one ever said a word about cats being OBLIGATE carnivores and how science could ever supersede that simple fact by using chemicals, cooking, over processing technology and less costly grains to make up for what cats truly need. They need MEAT. That’s how they get their energy, unlike humans, who get it from carbohydrates.
I realize that asking Hill’s to take their multi-billions of dollars and DO THE RIGHT THING with their products is a Herculean undertaking. Even adding ONE ingredient to ONE kind of cat food starts a chain reaction that could take months if not years to implement.
I also “get it” that asking Hill’s to use high quality meat in their food, to throw out the zillion bags of dry food and focus on canned and yes, a line of frozen raw food would be a sourcing nightmare. Where would you GET all this meat? What would happen to all the farmers who you buy your corn, wheat, soy and rice from?
How can you move a behemoth of a company into a new direction when they’ve already spent decades on marketing to convince consumers that science IS the answer, not common sense?
It’s like me telling you to eat a vitamin soaked breakfast bar and tell you it will cover your nutritional needs because it’s “scientifically proven” (because it was tested for up to six months on about 8 humans) and it will allow you to live a long, healthy life. It will give you calories and some nutrition, but in the long haul what is your quality of life? You’ll be alive, but will you thrive? Will your teeth be ruined and will you have skin allergies and lymphoma?
All I can say is that my hand is held out in friendship to everyone at Hill’s. Take your financial resources, your science, your advertising and DO THE RIGHT THING with it. You know what it is, you just have to turn the rudder a bit. I’ll be waiting for you, ready to shout to the world what wonderful, completely perfect foods you create and that we'll all share the rewards of a longer, healthier, happier life with our pets for all that you do.
Until then, I'm going to respectfully disagree and hope that one day the answer to the question of “What should I feed my cat?” will no longer be so divisive.
The agenda for the rest of the day included presentations about Hill’s Philosophy of Precisely Balanced Nutrition and about their Promise of Quality & Safety.
Hill’s has 170 different products for dogs and cats that are divided into two distinct lines: “Science Diet®” and “Prescription Diet®” (which is only available through a Vet). Does that blow your mind, too? Does it seem like a bit much? Sure there are different nutritional requirements for a kitten than for a senior cat and for a dog who’s a couch potato versus a dog who does agility training, but do consumers really need to choose from 170 different products?
I had to take a deep breath. Does it make sense that there needed to be such clearly defined types of food? There’s food for cats who have kidney problems, cats with thyroid problems, cats who are fat, cats who have skin allergies. There’s wet, there’s dry, there’s more versions of the same for dogs.
But why not take a step back? Treat the underlying cause for these issues. What CAUSED these problems instead of treating them using the same mindset as a pharmaceutical company—don't cure the problem, manage the symptoms and keep the patient comfortable.
From my standpoint, there really only needs to be one wholesome food that branches out to a variety of single, unique proteins with slight tweaks of additional ingredients you can rotate feeding. That way the cat or dog doesn’t get bored and it ensures the animal gets a balanced diet since some proteins are higher in fat or other vitamins and minerals and some are lower in differing ratios. Rotating the proteins, again, just common sense (and yes there are Vets who support this notion as well).
My father, who was a microbiologist and in charge of Quality Assurance for a major corporation in the dairy industry always said this to me about proper nutrition; “Everything in moderation.”
If I was going to get on board with the need for a growing number of different foods, then I would be very impressed with how Hill’s goes about creating them. They do palatability tests. They have humans learn to sniff out different flavors, then do testing on those flavor combinations to see what goes over well with a cat versus a dog. They have the ability to “map” out flavor combinations and create charts that show what cats prefer versus dogs. Turns out cats love grassy scent, but not earthy. They like fish, but not if it’s too fishy. They have teams of people who just work on the science of taste. That was quite impressive, but is it really necessary?
They’re also very serious about food safety and have extremely strict protocols for each and every ingredient they purchase, strict guidelines their vendors must attain and everything is tested before it even ENTERS their manufacturing plants in the US and eastern Europe.
What we didn’t get to learn about was Hill’s nutrigenomics because their lead person had left the company recently. We saw a chart while walking in the hallway and a tech from that department told us how they take the DNA from a cat or dog and have ways of seeing how it reacts when specific nutrients are applied to it. From their web site it states: “For Hill's, nutrigenomics is promoting lifelong health through targeted nutrition. We strategically formulate our pet foods to address the genetic processes that help keep our pets healthy and promote longevity. Nutrigenomics is not to be confused with just making food targeted to a pet's breed…
… One of our therapeutic weight control pet foods, Hill's® Prescription Diet® r/d® Canine, is another example of our use of nutrigenomics technology. The nutrition in Prescription Diet® r/d® Canine features targeted nutrients that support healthy metabolism, thereby helping dogs burn fat more efficiently.”
This is where my head started to spin. Wouldn't a wholesome diet help an animal burn fat appropriately? My concern here is that by affecting the metabolism so that it “burns fat more efficiently,” what does that do long-term to the animal? Is it as simple as helping dogs burn off fat? What if this changes the dog's metabolism permanently, even after this Prescription Diet® r/d® food is no longer fed? There may be a tipping point in the life of that dog where fat burning becomes a problem, not a solution.
I asked about the length of clinical food testing trials they do on the animals in their care. The trials last no more than 6 months and are done on a handful of animals, with one exception where they followed a group of dogs that lived as the single pet with a family for 5 years.
I can’t agree that six months is a long enough time to see the effects a specific diet will have on an animal especially when you realize that consumers will potentially feed their pets this food for years.
How can you know what a food will do to a cat’s teeth when they do dental cleanings on ALL animals EVERY year? No pet guardian does that in “real life.” How can you know your dry food doesn’t cause dental problems or cause obesity if they only get it for 6 months or, if they get so many other foods to test, how can you say what causes that animal to gain weight? Which food gave the cat diabetes if they’d been tested on 10 or more over the past number of years?
We had a very interesting presentation by Dr. Bill Schoenherr, the Principal Nutritionist at Hill’s, who has a long background in the cattle feed industry and more recently in the pet food industry. He talked about how to read a pet food label and the AAFCO(Association of American Feed Control Officials) guidelines for food ingredients that AAFCO approved manufacturers must follow. Each and every ingredient is listed as to what it can be and cannot be, what form it should take, from what part of the animal or plant and so on. You have to be a member of the Federation of Animal Science Societies to purchase a copy of the AAFCO guidelines that were last updated in 2008.
How to read a pet food label could easily be book in and of itself, but some of the big things you should know are that ingredients are listed by weight-heaviest weight is listed first. If the food lists “chicken” first, it’s no different than the AAFCO definition of “chicken meal” (which certainly sounds worse than just Chicken to consumers). “Meal” is the dry form of chicken. It’s nutritionally similar, it weighs less and is cheaper and easier to ship, but consumers see the word “chicken” and assume it’s the same as what they would eat. WRONG!
The chicken our pets get is not very appetizing. It’s no feathers, heads or feet (feet are in by-products), but it’s not organs or much muscle meat. It’s a lot of bones and the ash content can differ by supplier.
He spoke a lot about food descriptors like, “gravy, dinner, platter, entrée, formula.” What he didn’t talk about was what sort of goal Hill’s had regarding these ingredients or descriptors. It was said over and over again their only goal was “complete and balanced diet,” but they didn’t say how they made that happen for obligate carnivores using ingredients like corn, wheat, soy or cellulose in foods that were often over-cooked to the point of a breakdown in nutrients.
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I was disappointed by the presentation by Dr. Julie Churchill who is a Vet Nutritionist at the University of Minnesota. Her presentation was about nutritional assessment of dogs. She started by saying to the effect that she was not being paid by Hill’s to say what was on her mind about nutrition, and that she hoped they would invite her back again, suggesting she was about to say something mind-blowing about animal nutrition. Silently, I was rooting her on, hoping she’d say the “R” (raw) word.
In fact, all she did was talk about scoring a cat or dog’s physical condition and that optimal nutrition was the cornerstone of good health—DUH. Her presentation featured images from the AAHA’s (The American Animal Hospital Association) web site regarding a study that was paid for by Hill’s. I kept waiting for her to say something about what makes up optimal nutrition, not just that an animal needs it, but what IS it?
I didn’t have the nerve to say something in public but as we began the tour of the facility, I asked her what makes up optimal nutrition and she wouldn’t answer me directly, only saying it was a good question.
Animal Testing
Our tour included seeing the housing for Hill’s “Pet Partners” (research animals)—420 dogs and 500 cats. Their facility is 40,000 square feet. We saw about one half of it. They mostly house beagles from known breeders and domestic short-haired cats, again from breeders or they breed them in-house. They also take animals from other labs when their tests are completed. They’re too concerned about bringing illness into their facility by rescuing shelter cats or dogs to get animals from those places.
The animals are in group homes with spotless platforms to lie on, big windows and plenty of space to move around. We were not allowed to take photos of these areas, but were provided a few by Hill's.
The dogs have outdoor access and they have 2-hour breaks outside, then are rotated inside so another group can go outside.
There are 65 people caring for over 900 animals.
Anyone who works at Hill’s can take a dog for a walk or work on their computer and hang out with certain cats. The cats get new toys weekly and have a few rather scant cat trees and soft places to rest.
As we walked near the glass walled enclosures for the cats, some of them ran over to rub up against the glass. Everyone cooed over their actions, but I felt sad. The cats and the dogs are supposed to get enrichment, which includes time with humans, but how can they ever give them enough? I saw a staff member enter a room and all the cats got up and ran over to her, desperate for attention. The cats would live there for lifetime, with an exceptional few who can be adopted into a home when they’re too old to be tested. I wanted to scoop them up and get them out of there. It’s hard to see animals who clearly need love, not be able to get enough of it. I understand that the people at Hill’s do their very best to provide for these animals, but in the end, it’s difficult to imagine how 65 people give 900 animals enough love and attention.
I was invited by Hill’s to tour their Pet Nutrition Center in Topeka, Kansas and to listen to a number of presentations by Vets, Vet-Nutritionists, Scientists and staff. They also opened the doors to their state-of-the-art, very high-security manufacturing plant in Emporia, Kansas for an additional tour. They paid for my trip and accommodations, but not for my review, concerns or approval of their products or processing methods. This blog post series is based on my personal experience and opinion, only. Your experiences and opinions may differ.
Arrival
Welcome Bloggers
I had a lot of apprehension about going on this trip. As many of you know, I’m a diehard believer in “species appropriate” diets for cats. Translation: I feed a raw diet to my cats with no grain, no preservatives, no chemicals; just meat, egg yolks and a few other things like extra taurine and salmon oil. There are Vets, Vet Associations and pet food companies who would tell you that you risk sickening your cats and yourself with Salmonella and other food borne illnesses and that you should never feed a raw meat diet to your cat, while there are other organizations and Vets who believe differently.
Without getting into an argument about what IS the perfect diet for cats, my other apprehension was simple; I’m just a lone blogger. My net worth equals the change you might find in Hill’s lobby sofa cushions. Does this “David” dare to speak up about a “Goliath” of the pet food industry? Do I have the nerve to write about something where I can be subject to scrutiny, blacklisting or worse; accusations of libel or lawsuits?
I will tread respectfully and as thoughtfully as possible.
Hill’s is a multi-billion dollar company whose parent company is Colgate-Palmolive. Being their guest was frankly a bit intimidating. I knew they knew my position on appropriate diet for cats so I couldn’t understand why they’d want me to see their operations. I decided to be as open-minded as I could and just listen to what they had to say.
Arriving at Kansas City International airport, I expected to be tossed onto a shuttle bus and driven the hour-long ride to the Hyatt Topeka. I was surprised to be met by a cheerful driver and my friend, Angie Bailey (of the infamous CatladyLand), who’d just arrived from Minneapolis and who was also going on the tour.
The driver carried my bag and escorted us to a waiting black, shiny livery car with cushy back seats and bottled water waiting to refresh us. I admit to feeling pampered and possibly a bit more nervous about what this tour was going to mean to my future. Clearly Hill’s was going to take good care of us on this trip.
The schedule was tightly paced. We had about 90 minutes after we arrived at the Hyatt to get ready for welcome dinner at the Kansas Museum of History. I entered my room and took a deep breath as I scanned the large, modern furnished space. Before me was a sitting room, wet bar, huge flat screen tv, along with a segregated space containing two freshly made double beds. Again, I expected less and got more. I was told when I got my room key that whatever I needed I should just put on the Hill’s tab. Yikes. Is this what life is like for a rock star? I could get used to this.
I got unpacked then met with Angie and an acquaintance, Teri Thorsteinson, a Vet Tech who writes Curlz and Swirlz. Teri had two little bottles of champagne in her room and was determined we start the trip off right. The three of us shared a toast and a few laughs before we left for the museum. Even though I didn’t know Teri very well, I had a feeling she was going to become a good friend with a start like this.
I enjoyed having dinner at a Museum after hours when all the tours for the day had left. The group of media people and bloggers was fairly small, only about 14 people plus a few folks from Hill’s, so it felt much more informal. I kept waiting for the pitch about Hill’s products to start, but it didn’t come. We just chatted and got to know each other then finally, barely 25 minutes before we were scheduled to leave, we got to run around the museum and look at some of the exhibits.
Of course Angie, Teri and I ran for the gift shop. There wasn’t one in the hotel and we had hoped to find some trinkets with the Wizard of Oz theme to bring home to our loved ones. This was my first visit to Kansas after all.
Though the museum was quite enjoyable to explore, the gift shop left us wanting. This was a business trip, darn it! We’re not really there to have fun, but somehow we managed to squeeze in a few laughs and take delight in hearing that one specific seat on the REAL Atchison, Topeka and Santa Fe locomotive inside the building was haunted!
The next day’s schedule was jam-packed and we had to get up around 6AM, which was NOT my idea of a good time. We had to be ready to board the bus for the Pet Nutrition Center (PNC) at 7:15AM. I never sleep well in a hotel, but luckily for me, for the first time in my life, after I had a quick shower, as soon as my head hit the pillow, I passed out cold.
I had weird dreams about the garage doors at my Mother’s house collapsing, falling and crushing my car. The next morning I realized it was the 6th anniversary of her passing. As I got ready to leave my room, I thought about her and my throat tightened as I remembered finding her passed away. I wondered what she would have thought about me going on this trip. I guessed she would have given me grief that I care what I feed my cats. She fed my cat Bob Dole (he was her cat before he lived with me) Friskies® dry and wet. His teeth were so bad that 6 had to go the day after my Mom died and I took Bob to my Vet before bringing him into my home. In time, Bob ended up loving raw food and regained back some of the vitality he’d lost, but sadly not his teeth.
Hill’s Pet Nutrition Center is set up like a college campus with a central grassy courtyard, surrounded by two storey buildings. Wearing security badges, we were escorted into an underground lecture room that could also be used as a tornado shelter (which I found amusing and a bit scary at the same time). Internet access was iffy and there was no cell service. We were asked to not take photos, which made me itchy. I couldn’t imagine what we could see in this room that we couldn’t show anyone in the world.
We had assigned seats and at each place there was a name placard and some promotional goodies from Hill’s. Angie and I were separated by a few other visitors. I thought they may have done it on purpose since we seem to go into high-powered joke mode if we get too close to each other. It was for the best. Time to concentrate, stay strong, but open-minded and make sure I didn’t drink any Kool-Aid®.
First up was President of Hill’s USA, Kostas Kontopanos. Clearly we were not going to get a pitch from a junior executive. Mr. Kontopanos wasn’t going to say hello and rush off to a meeting, either. He was there for the day to share his vision and to listen to our questions. It was hard not to be impressed by how seriously Hill’s takes the paradigm shift of the past few years—people inherently do not trust marketing or advertising. With the advent of knowledgeable bloggers who have nothing to gain by speaking their mind about product quality or appropriateness, big companies are discovering that these bloggers strongly influence the purchasing power of their desired demographic. In fact, as with my own blog, my demographic of readers is their target audience—much moreso than they can reach through an ad agency. They knew what I said DID matter and my readers trust me. The itchy feeling returned as I listened to the presentation.
Hill’s is guided by its Mission:
“To help enrich and lengthen the special relationships between people and their pets.”
How they achieve or fail to achieve that goal is rather impressive. That they opened their doors and invited “transparency” was a smart move. Their fear is misinformation—that bloggers will declare their products are garbage or contain metal shavings or whatever you can dream up—and that the folks who read those blogs will believe what they say.
I’d like to think that anyone who writes a blog that includes information about pet nutrition would do some research before making such a declaration. Perhaps I read between the lines of Mr. Kontopanos presentation, that what Hill’s may fear most is that people will become more educated and realize that they might want to reconsider what food they purchase for their cat or dog once they understand a few basic tenets about nutrition.
But who controls the flow of that information?
Hill’s stable of Vets (they employ the second largest number of Vets in the world) is responsible for creating and updating their “Small Animal Guide to Clinical Nutrition.” The Guide can be found on the website of the Mark Morris Institute (MMI)—which was named after Hill’s founder Mark L. Morris, Sr., DVM.
The 5th Edition was released in 2010 at a cost of $130.00. (but I see it’s on Amazon for $14.75). This is THE guide Vets use to reference nutrition questions.
I find the link between MMI and Hill’s to be somewhat distressing. This may be completely innocent, but when you control the information about what makes up balanced nutrition, you affect the entire industry. It makes it easy to point a finger at any of the 175 other pet food companies in the US and say they don’t follow your guide, they don’t do clinical testing and therefore the food may not be balanced, which could make consumers fearful of making the wrong choice. We all want to do right by our pets, but understanding what “right” may be an ever-changing answer or perhaps it's been right under our noses all along?
On MMI’s website it states: “MMI provides pet nutrition education for veterinarians and students of veterinary medicine around the world.”
How better to color a Vet’s perception of what makes up an appropriate diet if the company controlled the flow of information about nutrition to Vets while getting their training?
Perhaps, this multi-million dollar research is guided purely by the passion of a company to ensure that all small animals get the best nutrition possible? But again, I’d ask, what is a “for profit” company’s ultimate goal? Maybe it’s both to make a profit and to educate? Maybe not.
To be fair, I’ve ordered a copy of the Guide to review and to compare with the other books on pet nutrition I’ve read already, but I can already sense what I’m going to be reading.
I spoke with my own Vet about this and he agreed that Hill’s makes it very easy for young Vets to get free products and education, but is that education completely balanced?
My Vet is constantly “courted” by Hill’s, Purina and Royal Canin. The representatives from those companies frequently ask him out to dinner and cajole him to only carry their product line. (he carries a few lines of each brand and says there are too many choices and it’s too confusing to try to carry any more than that).
Pet food industry sales are well into the billions of dollars. People WILL spend MORE for what they perceive is a better product. There's a lot at stake. How is Hill's going to stay competitive?
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