BEYOND THE MARKETING TACTICS OF "HALO" PET FOOD. "HALO" DOES NOT SHARE SOURCING OR ORIGIN OF THEiR INGREDIENTS. THEY ALSO DO NOT SHARE WHERE THEY MANUFACTURE THEIR PRODUCTS
WHERE DO "HALO" INGREDIENTS COME FROM?
Halo pet food was asked "Do you share the sourcing of your ingredients (raw materials) with your customers? Other companies that also do not use "meat meals" share this information."
THEY DO NOT DISCLOSE THIS INFORMATION
"Halo" does not produce any type of list that details the sourcing of their ingredients. There also isn't a list that details origin of each ingredient for Halo.
They do say that their ingredients are GAP and MSC certified but THIS IS NOT THE SAME level of transparency as being provided a list of ingredient origins and sources. Many companies can make claims to allude to a level of transparency. Being GAP certified and MSC certified are both great additions when companies provide more transparency with sourcing such as origin of ingredients and sources of those ingredients.
WHERE ARE THE FOODS MADE?
Halo does not disclose where their foods are manufactured. It is kept secret.
WHY DOES THIS MATTER?
"Halo" is currently throwing a TON of money into marketing to compete against certain "popular" brands. There are many companies on the market providing not taking this type of marketing approach and instead, other companies provide more transparent information that "Halo" fails to provide. There may be an illusion in the "Halo" brand marketing that aims to make consumers feel like "Halo" is more transparent or more healthy than their competitors. Keep in mind, this is marketing and that may be the goal of the marketing campaign.
With the type of marketing campaign looking at certain health topics like "bio-availability" and "digestibility", it's necessary to compare "Halo" to other companies on the market that detail origin of each ingredient or the actual source of ingredients being used in pet foods. Detailing the origin of each ingredient and the source of ingredient provides more transparency for consumers.
After asking, it's verified that "Halo" doesn't provide this information to their customers which is a big red flag regarding their transparency compared to other dry foods available on the market.
"Halo" Pet Food's Non Public "STUDY" Didn't Compare Kibble Digestbility Or Bio-Availability Against Any Other Feeding STyles #PETFOOLED
The Truth EventuallY Comes Out
In "Pet Fooled", Dr. Karen Becker says "even in your dry food choices, you have better quality dry food choices and you have horrible quality dry food choices." Dry food companies are all competing to win over consumers in the higher quality section. This means "less" of the questionable ingredients.
"Halo" has a new marketing claim utilizing "whole meat" as an ingredient versus "meat meal". "Halo" exposes the definition of meat meal and the process to make meat meal, and "Halo" says meat meal is less digestible than whole meat. They say that is why they use whole meat.
Why does "Halo" use an ingredient like whole, fresh meat and then process it into kibble? Part of this is because consumers purchase dry foods more than any other feeding style.
The interesting aspect of the "Halo" study is that it's not public. Also, they didn't compare the bio-availability and digestibility of their kibble foods to any other feeding styles. "Halo" isn't looking into which feeding style "whole meat" is most digestible and bio-available in. They didn't release information about optimum digestibility and bio-availability and where their product fits in. Is whole meat more digestible and bio-available in home cooked foods, dehydrated, freeze dried, or raw foods? They've ignored those questions. They may not want to draw any attention to the fact that kibble may be less bio-available and digestible than fresher feeding styles available on the market.
If you're a consumer buying a kibble but know fully that it's potentially LESS bio-available and digestible than a fresher option around the same price, you probably won't buy the kibble. You'll probably go for the fresher option if it's in the same price range. How much of the product that you're paying premium prices for is actually bio-available and digestible (consumed/used) by the cat or dog?
"Halo" mentions that they believe the "truth will always come out" so we have to ask...what are the truthful intentions of their "study" that they haven't publicly released?
They Only Focused On Kibble
Did "Halo" test their kibble against other feeding styles, such as canned, dehydrated, freeze dried, home cooked, or raw in order to see if their food is more bio-available or less digestible than the other feeding style?
"Halo" is not saying "we tested every feeding style and we're producing the MOST bio-available and digestible food we can possibly produce since we care about the ultimate health of dogs and cats."
They're not saying that.
Question to Halo: Did "Halo Pet Food" conduct digestibility comparison studies only on dry kibble foods?
Answer from David Yaskulka: Yes, the digestibility tests conducted by a US Independent Test Laboratory compared seven leading brands of chicken dog kibble (Halo, Blue Buffalo, Canidae, Merrick, Natural Balance, Purina Beyond and Wellness), and four brands of salmon cat kibble (Halo, Blue Buffalo, Purina Beyond and Wellness). Kibble is by far the best selling form of pet food – over 75% of the market -- and we compared the top brands that are similar in form and price to Halo’s kibble.
Who is the independent Lab?
"Halo" says that is "proprietary information". That means it's secret and they're not releasing it.
Where Can I read the Study?
"Halo" did not release the study publicly. So there's no way for a consumer or a peer to currently read the study and replicate it, or look at the parameters and details of the study.
The focus of this is similar to the "Blue Buffalo" marketing campaign when "Blue Buffalo" started questioning ingredients.
These companies are not talking about the feeding style of dry food being less appropriate or more appropriate than others. They're simply in competition to get customers as they market themselves as "better" than the competition.
It would be nice if "Halo" offered their study to consumers and peers to review. That would be a very transparent move in regards to the actual details of this study. However, they claim they went through an AAFCO process so they could....wait for it...include claims relating to this non public "study" on their packages.
So the packages matter more than the information being public for the health of dogs and cats?
Should I Feed "Halo"?
It is up to each and every consumer to decide what they want to feed or what they don't want to feed. The purpose of this article is to review and think about the current marketing claims being made by "Halo" in regards to bio-availability and digestibility. They have talked about this only in the scope of comparing themselves to competition, which means potentially winning over customers but they have left off all other comparisons of bio-availability and digestibility.
They're not saying their food is more or less digestible than other feeding styles and there's an honest truth there that needs to be discussed. You can be "less" or "more" bio-available and digestible than other feeding styles and still maintain integrity. Just be honest about it.
"Halo" CEO has been invited to have this conversation regarding dog and cat nutrition. We need to talk about the full scope of these topics and not just focus solely on what can go on packages for marketing.
"Halo Pet Food" Has A New Marketing Tactic Featuring Poop... Bringing A "Sh*Tstorm" Of Other Questions With It (Brought To You By #PETFOOLED)
Above is a screen capture from the "Halo Pet Food" website highlighting their claims about digestibility, whole meat, and truth.
"Halo Pet Food" has a new video out claiming that they have "proven superior digestibility."
But there is a lot of info and comparisons missing from this video as well. "Halo Pet Food" compares themselves to other "kibbles" on the market and they make digestibility claims in their comparison. "Halo Pet Food" completely disregards their "kibble" digestibility to "fresher foods" on the market. So while this video boldly questions what other "kibble" companies are doing with their ingredients and processing techniques, it also brings up A LOT of other questions about "Halo Pet Food", their research, and how "Halo Pet Food" compares to less processed and fresher foods on the market.
THe "Whole Meat" Claim
The narration states "Halo is made with whole meat and whole meat is easy for your pet to digest".
Well, say it ain't so...
Talking Chicken Meal "Powder"
Halo states, "meat meal is a processed powder that results when remnants from slaughter houses and fish processing factories are rendered with high heat. Then this meat meal powder, which is inedible for humans, is used to make dog and cat food. It's tougher for dogs and cats to digest meat meal. And because the process often includes rendering bones at high heat, these meat meals often contain higher levels of ash than whole meat."
Well... thank you "Halo Pet Food" for bringing that clarity to the public. With the lobbying group and many companies on the market fiercely defending their use of these questionable ingredients, while making quality claims, it's nice to see another "kibble" manufacturer (or company) bring this claim to the public.
Halo Pet Food Says "Meat Meal Simply Isn't As bio-Available As Whole Meat."
Remember this term with all pet food feeding styles and ingredients. "Bio-availability."
"So why do most kibbles still include meat meal?"
Halo firmly states, "because it's a whole lot less expensive than using whole meat."
Again... SAY IT AIN'T SO!
While this commercial by "Halo Pet Food" brings to the public some WELL NEEDED topics for discussion, it also leaves out A LOT of other concerns and questions.
The Truth Always Comes out
The most interesting claim in this commercial is when "Halo Pet Food" states, "we believe that in the end, the truth always comes out." So what is the truth here in regards to bio-availability, digestibility, and other nutritional comparisons?
In regards to honesty, quality, truth, and transparency, here are some questions that must be asked and addressed by "Halo Pet Food". After all, they brought these topics to light in their commercial.
The above questions were compiled and sent to "Halo Pet Food" on November 07, 2017.
Reporting On Responses from Halo Pet Food
"HALO" PET FOOD'S NON PUBLIC "STUDY" DIDN'T COMPARE KIBBLE DIGESTBILITY OR BIO-AVAILABILITY AGAINST ANY OTHER FEEDING STYLES #PETFOOLED