1998: Steve Brown Develops the First Raw Pet Food In 1940, there were only 10 vet schools in the USA, but today there are over 30 schools pushing out thousands of veterinarians sponsored by big kibble companies. Not unrelated was the rise of the vet industry. The pet food industry boomed with more and more options driving pet food companies to cut corners to remain competitive in a flooded market. 1970-2000s: Pet Food Industry Boomedīy the 1980s and continuing into the 90s, Hill’s diversified and created many prescription diets for kidney failure, liver failure, and weight management. He registered his food with the trademark Royal Canin, and Hills’ Science Diet followed shortly after in the USA. Jean Cathary, a French veterinary surgeon, pioneered the idea of veterinary diets and used his own concoctions to treat pets. This led to another trend in pet food manufacturing, the veterinary diet. 1968: Veterinary DietsĪnother generation of pets later, major preventable diseases like kidney and liver failure were so prevalent that companies could market their food as a solution to these issues. The downside? The extreme heat and drying remove beneficial vitamins, nutrients, and moisture that pets need to truly thrive. Many companies still use extrusion to create food for dogs and cats. Extruded food products are commonly coated after drying with fat such as chicken, pork, and lard to increase palatability and energy supply. Extrusion is a method of mass-producing shelf-stable foods by mixing wet and dry ingredients together and then fed through a machine where it is subject to extreme heat and pressure and fed through a die-cutting machine to form the kibble shapes we are familiar with today. Purina began experimenting and developed the first dry kibble through the process of extrusion. This was the first time a balanced food was marketed requiring additional vitamins and nutrients. Although the pet food didn’t contain any crab, it did market itself as balanced, noting that it was the only cat food that included 16 nourishing ingredients, including more proteins, vitamins, and minerals than milk itself. In 1959, they acquired the American Crab Meat Company, who made the pet food called 3 Little Kittens. Purina previously had been selling food for farm animals that was plant and grain-based for pigs and chickens.
General Mills acquired Spratt’s in 1950, and Purina entered the dog food market in 1956 with the first kibble. 1956: First Kibble Produced through Extrusion It only took roughly 45 years for pet food companies to convince people that pet food should be the only food your pet should eat, and that dry kibble was a healthy option for a pet in the 1950s. By this time, more people were taking notice and were sold on the convenience. The ability to create a dry, cheap food with a high-profit margin began attracting larger corporations to the pet food industry. Companies innovated to keep up with demand and found that by using by-products from cereal manufacturers they could a shelf-stable food that could be sold in bags. The metal used to make cans for dog food was no longer available. All available metal was sent for the war effort. In WWII, necessity became the mother of invention for the pet food industry. This food was heavily advertised and is known for their jingle “My dog is bigger than your dog” and even sponsored Disney Land’s pet motel called Ken-L-land. They promoted their food as using lean, red, government-inspected meat. A man named PM Chapel saw the opportunity to buy up cheap horse meat and sold the first canned dog food under the brand name Ken-L-Ration. In 1918, WWI just ended and technology like cars and tractors eliminated the need for horses. In 1907, another company started competing, and they introduced Milk-Bones. The company pioneered the concept of life stages. Fibrine dog cakes were one of the most heavily advertised products of the 20 th century.
He targeted an elite crowd with his advertising and utilized new marketing techniques like billboards. The biscuits were similar to what the sailors threw out, with the addition of vegetables, beetroot, and meat. Looking for business opportunities, he invented the fibrine dog cake. He was fascinated when he saw dogs at the docks waiting for sailors to throw them stale biscuits.
This changed in 1860 when an electrician named James Spratt was visiting London to sell lightning rods. Let’s review.įor ages, pets hunted and ate scraps from the table. You may wonder how we went from feeding table scraps to processed kibble in such a short time. Commercial pet food is a little over a hundred-year-old practice.
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