Our investigation into dog and cat food labels continues. (1) Following the verification of serious irregularities on numerous Monge brand references, leader Italian in sales of pet food, GIFT (Great Italian Food Trade) files a report to the Antitrust Authority. Reaffirming the intention to restore order in a sector where consumer deception continues to thrive, in the indifference of the control authorities.
Monge, leader Italian in the sector Pet Food
Monge is the leading Italian industrial group, ranking twenty-seventh in the global ranking of the top 50 producers of pet food, with a turnover of 198 million euros, a clear growth compared to the previous year. (2) From leader Italian in sales you would expect a position of leadership also in legality and transparency of the information offered to consumers. But reality disappoints all expectations in this regard.
The paradox is represented by a series of advertisements, widely spread on social media (Facebook, YouTube), where Monge offers consumers ‘Label lessons’ on the subject of Pet Food. Only to then, as we shall see, violate itself first the most basic rules on feed labeling. According to the old saying ‘preach well and practice badly’. Without any authority – among the various that should supervise (Ministry of Health, Antitrust, IAP – Institute for Advertising Self-Regulation) having expressed itself so far.
Pet Food, the current rules
Feed – whether intended for ‘food-producing’ animals (that is intended for food production) or for pets – are subject to the general criteria established as in Regulation (EC) No. 178/2002, so-called General Food (and Feed) Law. The hygienic and sanitary requirements are then developed in Regulation (EC) No 183/05 (within the so-called Hygiene Package). User information is instead governed by Regulation (EC) No 767/2009.
The labels of pet food - like those of food products - must be truthful and transparent. With an express prohibition to mislead consumers about the characteristics of feed and to attribute to it effects or properties that it does not possess. Every nutritional and health-related indication in commercial information relating to feed must be based on objective and verifiable data, as well as being subject to precise limits as regards the so-called health claim. (3)
The Code of good practice in labeling pet food, adopted by FEDIAF (the European Pet Food Industry Association) and formally ratified by the European Commission, fully integrates the existing EU legislation. Offering guidance to operators and control authorities on its practical application concerning various products. (4)
The system of rules, potentially effective in itself, is however insufficient to guarantee in Italy the proper protection of consumers and the fairness of commercial practices. Due to the widespread lack of official public controls – theoretically entrusted to the health administration – and the little interest shown so far by the Competition and Market Authority (AGCM) in this sector.
Labels Monge, our analysis
GIFT has analyzed three lines of feed under the Monge brand, highlighting some serious issues. Some examples follow.
Cat line ‘LE CHAT’. The analyzed sample, ‘fresh chicken and rice’, shows on the label a composition different from that advertised on the relevant web page of the producer's website. The product names are misleading to the point that on the analyzed sample the ‘fresh chickenis not even present (!).
The 'ingredient list' (product composition) abounds with non-compliances. Repeated elements, indicated in a different order than prescribed (descending order by weight), claim nutritional claims illegally referring to flavoring substances (instead of ingredients).
The instructions for use are manifestly illegal and misleading, exposing animals to the risk of diseases related to overweight and obesity (where it indicates feeding the cat “ad libitum”). In addition to attributing health properties to the product that are prohibited on feed, as they belong to veterinary medicines.
Line for dogs ‘GRILL’. Serious issues also arise in this case. Firstly the deception on the names referring to raw materials that the products contain in quantities lower than the minimum levels prescribed by the FEDIAF Code.
Line ‘Natural superpremium’ BWild. The advertising boast characterizing the products in question, ‘more than 65% animal ingredients', cannot be verified on the basis of the quantities of ingredients of animal origin reported (50%). Likewise, the message “low grain” cannot be verified because of the lack of indication of the amount of cereals present.
The additives are then indicated with non-compliant denominations, or confused with flavorings.
Legality and correctness, the missing piece
The incorrectness of many operators of Pet Food can no longer be tolerated, in a domestic market where 62 million people live the joy, commitment and daily spending linked to the lovely company of animals. And they continue to suffer scams, buying products whose actual value is often very different from that represented with false promises, still unpunished.
The ConsumActor, who in recent years has learned to consult food labels and ingredient lists, remains still unprotected on those of Pet Food. Which present just as much complexity and much more widespread deceptiveness. The #ConsumerBrand (MDC), soon in Italy on food products, will probably be extended also to dog and cat foods. But the restoration of legality cannot wait and violations must be punished now with dissuasive sanctions, proportional to business volumes based on deliberate deceptions.
Dario Dongo
Note
The previous reports of GIFT are cited in previous articles https://www.greatitalianfoodtrade.it/pet-food/pet-food-3-su-4-fuorilegge,https://www.greatitalianfoodtrade.it/pet-food/ultima-inganni-in-etichetta-di-cibi-per-cani-e-gatti-denuncia-all-antitrust e https://www.greatitalianfoodtrade.it/pet-food/pet-food-ultima-gift-diffida-il-distributore
https://www.petfoodindustry.com/
Cf. EC reg. 178/02, so-called General Food Law, article 16, and reg. EC 767/09, articles 11 and 13 http://europa.eu/rapid/midday-express-08-12-2011.htm?locale=en
Dario Dongo, lawyer and journalist, PhD in international food law, founder of WIISE (FARE - GIFT – Food Times) and Égalité.
