Did you hear the Humane Society of the United States (HSUS) is coming out with a line of dog food? It's called Humane Choice , and HSUS says it is cruelty free, all natural and certified organic. The main protein source is soy.
I’m not surprised by the type of product HSUS is launching nor its professed reasons: “to offer consumers a wholesome and nutritious dog food that does not contain animal-based proteins or support the factory farming industry,” according to a press release. “It’s an opportunity to support our work confronting animal cruelty,” a spokeswoman added.
But I have to confess surprise that an organization like HSUS would even enter this marketplace. Think about it: HSUS has consistently pursued an activist agenda targeting significant segments of the economy, including agriculture and even petfood in the wake of the 2007 US recalls. Yet now it’s jumping into business itself, competing directly for a share of pet owners’ wallets (over and above what it already gets from donations). Is HSUS following the cliche, if you can’t beat ‘em, join ‘em—convinced it can do better?
I will give the organization credit for transparency with its product website, which features a full package label and an in-depth Q&A. And I imagine pet owners who truly believe in HSUS and its causes will appreciate having this option for feeding their dogs (possibly soon their cats, too, according to the site).
But I can’t help wonder if HSUS—like many businesses—simply looked at the dynamic petfood industry, especially the rapidly growing natural and organic segments, and decided that getting a piece of that market could create a healthy funding boost. The fact that such funding will help fuel the organization’s activism—including against elements of the very industry it is now joining—is just icing on the cake.
If you read Petfood Industry, you'll see more of my thoughts about this development in the March issue; then we're planning a full article on Humane Choice in the April issue. Meanwhile, I'm curious about what other people in the industry think. Please share your thoughts!
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