‘100% natural’, ‘only natural ingredients’, ‘natural food’. These are the most recurring indications in the advertising of food products as well as in that of Pet Food. But what does it mean, what conditions apply to such statements?
Pet Food ‘natural’
‘Pnatural product’, ‘100% natural’, ‘naturally healthy’, ‘of natural origin’. Such advertising claims are increasingly frequent also on pet food. This is due to a growing sensitivity – on the part of consumers – towards products that can meet the needs of balanced nutrition and health of their four-legged friends.
The use of the term ‘natural’, on labels and advertising of Pet Food, is however lacking specific regulation. The Reg. EC 767/09 on labels of pet food does not clarify or define this concept. Paradoxically, even the consumer information rules relating to food products offer no useful insights in this regard. (1)
Therefore, one must refer to the general criteria of truthfulness (and demonstrability), transparency (i.e. non-ambiguity), and clarity of voluntary information. These must be objective, verifiable by competent authorities, and understandable to buyers.
The Code of good practice on the labeling of Pet Food adopted by the European Federation of Feed Manufacturers provides that the term ‘natural’ can only be used ‘to describe raw materials (derived from plants, animals, microorganisms or minerals) to which nothing has been added and that have only been subjected to the physical treatments necessary to make them suitable for production’. (2)
Can therefore be defined as ‘natural’, for example, raw materials subjected to freezing, cooking, concentration, pasteurization, drying, dehydration, smoking (without the use of chemicals).
Vice versa, the use of raw materials containing or derived from GMOs – or subjected to processes such as bleaching and chemical oxidation – is not compatible with the use of the term ‘natural’.
A food for pets that contains exclusively raw materials for feed, additives and technological aids that meet the above described ‘naturalness’ conditions can legitimately be designated as such.
If instead the Pet Food has been supplemented with vitamins and minerals from non-natural sources, the indication ‘product with natural components, with added vitamins and minerals’.
the claim ‘natural’ may finally refer to a single specific component, under the conditions mentioned. In this case, the quantity of the highlighted ingredient must be specified in relation to the total ingredients contained in the product.
Paola Cane and Dario Dongo
Notes
(1) Subject to certain criteria, defined in relation to Nutrition & Health Claims (Reg. EC 1924/06) and natural flavors (Reg. EC 1334/08)
(2) Fediaf, Code of Good Labelling Practice for Pet Food, paragraph 5.2.2.1, on http://www.fediaf.org/self-regulation/labelling.html
Business consultant on strategies, compliance and marketing in the food and pet food sectors. Responsible for the VeganOK observatory for market analysis on vegan products, consumer side.
Dario Dongo, lawyer and journalist, PhD in international food law, founder of WIISE (FARE - GIFT – Food Times) and Égalité.
