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Read The Back Labels

Let’s Start a campaign in back label reading, for the benefit of our dogs nutrition. Please pass this information to anyone who has a dog, at least they can then make an informed choice in dog food nutrition.

Knowledge is power.

It seems like all of the packaging for our products is so informative & inviting to us today, each designed to invite us to buy the product from a very competitive shelf. I was surprised in my discussions with our customers, how many people think what they are buying for their dog is so very different from the reality. Mindful of this, I ask the question;

Why buy on face value?

Surely manufactures wouldn’t lie to us about your dogs food? No, manufactures would not lie however, might imply greater attributes of the product through clever marketing terms or, ambiguous statements. Animal Feeds Legislation Act 1972 allows manufactures to hide legitimately true ingredients disclosure by ambiguous terminology.


“With” Chicken (as example) If you see this term claimed on the front of your product, it is reasonable to assume that you are buying a Chicken menu. To make this claim valid, the manufacture has to include a value of no less than 4% Chicken, many certainly include no more to that end. Read closely the value on your label.

“Rich in” Chicken (as example) Its reasonable to conclude than “rich in” would contain a greater value than 14% Chicken but, it doesn’t have to and invariably will not.

So what are you buying?


“Meat and animal derivatives” This is a very commonly used term. It qualifies for just about any mammal based food protein, anything up to a whale. It is so ambiguous, you can’t possibly make an informed choice about your Dog food. For that reason, we do not recommend ANY PRODUCT using this description of ingredients.

“Cereals” just about every type of grain. It’s usually considered to be Wheat / Wheat Gluten but, it encompasses just about all grains. Again, how can you make a informed choice about the food?

“Derivatives of vegetable origin” Needs no further explanation. Anything “derivative” is ambiguous in our opinion in terms of, what vegetables and what parts of the vegetables.

“Dehydrated Poultry protein ” this one is a little bazaar, why not clearly say Chicken or, Turkey? Maybe the manufacturer can’t claim exactly the protein due to, ambiguity of ingredients & source of protein, example; beak / feathers.

Hiding main ingredients

The listing of ingredients should be in order of value to the product, percentages of main ingredients would be informative. Manufactures may want to describe the ingredients to imply otherwise. Watch for splitting of type to hide true standing of ingredients.

To give a example of this; maize is a commonly used ingredient, it is quite cheap and readily available. Maize can be split into maize, maize flour, maize gluten. By splitting the maize content, it is quite conceivable that the product could have these ingredients as 3rd, 4th & 5th line ingredients that together would be the primary ingredient. Corn the primary ingredient?

Would you buy your Dog food knowing that?

Maybe you would… But, better to make an informed choice of what you are buying and its value for money.


Conchobar labels are clear and inform you of the ingredients.

Conchobar labels are always clear and informative

With manufactures using tactics to hide true ingredients & values, it is recommended that you practice back label reading before you buy. If any of the above terms or practices seem apparent, move on. If you can’t clearly define the ingredients, move on as there are plenty of manufactures to choose from.

Why buy, if you are not completely sure what you are buying?

Look at your Dogs food label. See if you can define what is in it & the values?

Are you still happy?

If not, contact us at Conchobar, we are always happy to discuss your Dog’s nutrition with you.

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