Our investigation on dog and cat food labels continues. (1) Following the verification of serious irregularities on numerous Monge branded items, leader Italian in sales of pet food, GIFT (Great Italian Food Trade) submits a report to the Antitrust. Reaffirming the desire to restore order in a sector where consumer deception continues to thrive, to the indifference of control authorities.
Monge, leader Italian in the sector Pet Food
Monge is the first Italian industrial group, ranked twenty-seventh in the global ranking of the top 50 pet food producers, with a turnover of 198 million euros, a clear increase compared to the previous year. (2) As of leader Italian in sales one 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 matters of Pet Food. Only then, as we will see, to violate itself the most basic rules on feed labeling first. According to the old saying ‘preach well and practice badly’. Without any authority – among those that should supervise (Ministry of Health, Antitrust, IAP – Institute for Advertising Self-discipline) – having spoken out so far.
Pet Food, current rules
Feeds – whether intended for ‘farm animals’ (i.e. destined for food production) or companion animals – are subject to the general criteria established in Regulation (EC) No. 178/2002, so-called General Food (and Feed) Law. The hygiene and health requirements are then developed in Regulation (EC) No 183/05 (within the so-called Hygiene Package). Information to users is instead governed by Regulation (EC) No 767/2009.
The labels Pet food labels – just like those of food products – must be truthful and transparent. There is an express prohibition on misleading consumers about the characteristics of feed and attributing effects or properties to them that they do not possess. Any nutritional and health claims in commercial information related to feed must be based on objective and verifiable data, and must also be subject to precise limits regarding the so-called health claim. (3)
The Code of good labeling practices for 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 with regard to the various products. (4)
The system of rules, potentially effective in itself, is however insufficient to guarantee the due protection of consumers and the fairness of commercial practices in Italy. Due to the widespread lack of official public controls – theoretically entrusted to the health administration – and the limited interest shown so far by the Italian Competition Authority (AGCM) towards this sector.
Labels Monge, our analysis
GIFT has analyzed three lines of feed under the Monge brand, highlighting some serious critical issues. Some examples follow.
Cat line ‘LE CHAT’. The analyzed sample, ‘fresh chicken and rice’, shows a composition on the label different from that advertised on the related web page of the producer's website. The product names are misleading, to the point that on the analyzed sample the ‘fresh chicken' isn't even there (!).
The 'ingredient list' (product composition) abounds with non-compliance. Repeated elements, indicated in an order different from the prescribed one (descending order by weight), claim nutritional claims illicitly referred to flavoring substances (instead of ingredients).
The instructions for use are manifestly unlawful and misleading, exposing animals to the risk of diseases related to overweight and obesity (where it is indicated to feed the cat “ad libitum”). In addition to attributing health properties to the product that are prohibited on feed, as they pertain to veterinary drugs.
Line for dogs 'GRILL'. Serious critical issues also emerge in this case. Firstly the deception about denominations referring to raw materials that the products contain in quantities below 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 based on the referenced quantities of animal-derived ingredients (50%). Likewise, the message “low grain” cannot be verified as it lacks the indication of the quantity of cereals present.
The additives are then indicated with non-compliant names, or confused with flavorings.
Legality and correctness, the missing piece
The unfairness of many operators of Pet Food can no longer be tolerated, in an internal market where 62 million people experience the joy, commitment and daily spending related to the lovable 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 the labels and ingredient lists of foods, remains still defenseless on those of Pet Food. Which present equal complexity and much more widespread deceptiveness. The #ConsumerBrand (MDC), soon in Italy on food products, will probably also be extended to dog and cat foods. But the restoration of legality cannot wait and violations must now be punished with dissuasive sanctions, proportional to the business volumes based on deliberate deceptions.
Dario Dongo
Note
The previous reports by 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. reg. EC 178/02, so-called General Food Law, article 16, and reg.eg. 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.
