How Quality Assurance Protects the Food You Feed Your Pet

When you fill your dog or cat’s bowl, you are doing more than providing a meal – you are placing your trust in the people and processes behind that food. At Pet Food Institute (PFI), that trust is built on quality, transparency, and rigorous safety at every stage of production.

That is why quality assurance (QA) is at the heart of every step in the pet food industry. From ingredient sourcing to the final product on store shelves, QA systems ensure that pet food is safe, balanced, and made with the care and responsibility that pet owners expect.

Building Quality from the Ground Up

Quality assurance begins long before food is produced – it starts with ingredients. Pet food makers set detailed standards for every ingredient used in their products. Whether it’s a protein source, grain, vitamin, or mineral, suppliers must meet strict criteria for purity and nutritional content.

To confirm compliance, manufacturers often require their suppliers to follow Good Manufacturing Practices (GMPs) and pass supplier audits. Ingredients are tested upon arrival to verify identity, composition, and the absence of harmful contaminants. Every ingredient can be traced back to its source, providing traceability and accountability throughout the supply chain.

This commitment to traceability means that if a concern ever arises, pet food makers can quickly identify where an ingredient came from and where it was used – ensuring swift action and maintaining consumer confidence.

Ensuring Quality in Every Step of Production

Once ingredients are accepted, manufacturing takes place in highly controlled environments designed specifically for pet food safety. Pet food facilities operate under Current Good Manufacturing Processes in compliance with FSMA requirements. These globally recognized regulations ensure facilities are up-to-date and maintained in a manner to produce nutritious and high-quality pet food.

At each step – mixing, cooking, drying, and packaging – technicians monitor key factors such as temperature, pressure, and moisture to ensure consistency and safety. Automated systems, sanitation protocols, and employee training all work together to maintain a clean and controlled process.

Before products are released to retail, they undergo multiple layers of testing. Manufacturers analyze samples to confirm they meet nutrient guarantees, product standards, and quality parameters which ensure lot-to-lot consistency. Many also rely on independent third-party laboratories for verification, adding another layer of confidence.

Continuous Improvement: A Culture of Quality and Safety

Quality assurance is not a one-time activity – it’s a continuous commitment. Pet food makers invest heavily in research, innovation, and employee training to stay ahead of evolving safety and nutrition science.

Modern technologies, such as real-time monitoring and digital traceability systems, help QA teams identify and address issues faster than ever before. Facilities are routinely inspected, and staff receive training in sanitation, food handling, and process control. Manufacturers employ veterinarians, animal nutritionists, and food scientists who continually evaluate new innovations and formulations to optimize health benefits for pets.

This focus on constant improvement reflects a shared industry value: protecting pet well-being through every step of production.

Transparency Builds Trust

Pet parents today want to know more about where their pets’ food comes from, and that’s a good thing. Transparency is a cornerstone of quality assurance.

Manufacturers provide detailed information on the packaging labels about ingredients, nutritional facts, and feeding guidelines. Many also share insights online about their manufacturing practices, sustainability commitments, or quality programs. Batch codes and “best by” dates on packaging link each product to specific production data, offering traceability right in your hands.

In the rare event of a recall, these same systems allow companies to respond quickly and communicate clearly with retailers, veterinarians, and consumers. Swift, transparent action is key to maintaining confidence and ensuring pets remain safe.

Shared Responsibility: From the Factory to Your Home

While pet food makers uphold stringent standards, pet owners also play a role in maintaining food quality once it’s purchased. Proper storage according to the label’s instructions, such as keeping the product tightly sealed in the proper environment, helps protect freshness and prevent spoilage. Following feeding guidelines and checking expiration dates ensures your pet receives the right nutrition at its best quality.

The partnership between manufacturers, regulators, veterinarians, and pet owners is what keeps pets healthy and active. Quality assurance is the foundation of that partnership – an ongoing promise that the food in your pet’s bowl has been made with care, precision, and scientific integrity.

A Promise You Can Trust

For PFI and its member companies, pet food quality and safety are not just part of doing business – they are a shared responsibility and a heartfelt commitment. Every employee, from plant operators to nutrition scientists, understands the importance of the work they do – feeding pets safely and nourishing the bond they share with their families.

So, when your dog or cat eagerly greets mealtime, you can take comfort in knowing that behind every bowl is a network of dedicated professionals, rigorous standards, and constant vigilance all working to protect the health and happiness of the pets we love.

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Why is PFI’s mission important to you? What made you interested in supporting the mission of PFI as UAE’s representative? 

I’ve always had a deep love for dogs, having grown up surrounded by them. This lifelong connection fueled my passion for ensuring pets receive the best possible care, with nutrition being a fundamental part of their well-being. As PFI’s representative in the UAE, I am committed to raising awareness about pet food safety, quality and nutrition, helping pet owners make informed choices that benefit their animals. With a growing pet community in the UAE, it’s more important than ever to provide accurate, science-based information to support responsible pet ownership. 

How has PFI been able to address concerns around pet food in UAE? 

PFI has played a crucial role in educating pet owners, veterinarians and retailers about the quality and safety of U.S.-made pet food. Through initiatives like training sessions, online programs and direct industry engagement, we address misconceptions and reinforce the benefits of high-quality nutrition. Our partnerships with veterinarians ensure that pet health professionals are equipped with reliable, science-based resources to help guide pet owners in selecting the best food for their animals. 

What moment or event stands out to you as you reflect on your work with PFI? 

One of the most memorable experiences was visiting the Dubai Police K9 department, where I witnessed firsthand how proper nutrition directly supports the health and performance of their working dogs. Seeing American pet food brands used in such a demanding environment reinforced the importance of what we advocate. Our discussions on potential training collaborations and educational resources for caregivers marked an exciting step in strengthening PFI’s impact in the UAE. 

What is your top priority regarding pet food and nutrition information in UAE? 

My top priority is expanding awareness of therapeutic pet food and prescription diets. Many pet owners are unaware of the role specialized diets can play in managing medical conditions, from kidney disease to allergies. This year, we’ve focused on equipping veterinarians and retailers with the tools and resources they need to educate pet owners, helping them make informed decisions that can significantly improve their pets’ health. 

How are you looking forward to carrying out this work in the future? 

I’m looking forward to expanding our educational programs, strengthening partnerships and ensuring that more pet owners understand the importance of high-quality nutrition. We will continue working with veterinarians, retailers and pet communities to build a strong foundation of knowledge and trust. 

How can people in UAE help to spread your messages? 

Anyone passionate about pet health in the UAE can contribute by staying informed, sharing reliable resources and participating in PFI-led initiatives. Whether you are a pet owner, a veterinarian or part of the pet retail industry, your engagement makes a difference. Visit our website, check out our social media channels, attend our events, and be an advocate for quality pet food in the UAE. 

Website: www.petfoodinstituteuae.com 

Social Media:  

• Instagram: @petfoodinstituteuae  
• Facebook: Pet Food Institute UAE 

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Why is PFI’s mission important to you? What made you interested in supporting the mission of PFI as Taiwan’s representative?  

Amy: PFI’s mission is very important to me because I have loved dogs since I was a child and understand the importance of pet food for their health. As a market representative, I want to ensure that all pets have access to safe and nutritionally balanced food, which not only improves their quality of life but also gives pet owners peace of mind. Supporting PFI’s mission allows me to contribute to the well-being of pets and their owners, which has always been my passion. 

Peter: I’m a pet parent to Happy, my lovable and energetic Toy Poodle. As anyone with a pet knows, they’re not just animals but family. And like any family member, we want to ensure they eat well, stay healthy, and live their best lives! Pets have become an irreplaceable part of our daily lives. Whether it’s a wagging tail greeting us at the door or the playful energy of a happy pup, they bring joy, companionship, and unconditional love. That’s why ensuring they have nutritious and high-quality food is so important. Working with PFI allows us to promote U.S. pet food in Taiwan, helping pet owners make informed decisions and give their pets the best. As a pet parent myself, I know how important it is to choose food that is safe, nutritious, and tailored to a pet’s specific needs. 

Rulu: Pets are more than just companions—they are family. Their well-being directly impacts our happiness, and ensuring they receive proper nutrition is the foundation of a long and healthy life. This belief is at the core of why I am honored to represent PFI Taiwan. By introducing high-quality U.S. pet food to Taiwanese pet owners, I hope to help more people provide their pets with the best possible nutrition, enhancing their overall well-being and strengthening the bond between pets and their families. 

What moment or event stands out to you as you reflect on your work with PFI?  

Amy: One of the most memorable moments in my work with PFI is setting up a booth at the Taiwan Pet Expo every year. This event not only gives us the opportunity to educate pet owners about proper pet nutrition but also allows us to interact with many owners who bring their pets to the expo. Seeing pet owners enthusiastically participate in our activities and bring their pets to our booth is very gratifying. Through these interactions, we can directly answer their questions and ensure they leave with the correct knowledge, which has a profound impact on improving the health and well-being of pets. These moments make me deeply appreciate the value and significance of our work. 

What is your top priority regarding pet food and nutrition information in Taiwan?   

Peter: In recent years, Taiwan’s pet food market has evolved. Pet owners are becoming more cautious, paying close attention to ingredient transparency and certifications due to past incidents involving unclear labeling and questionable ingredients. More than ever, they are looking for safe, certified, and functional pet food—whether it’s for allergy relief, digestive health, or overall well-being. That’s why our work for PFI is more crucial than ever. By providing accurate, science- backed nutrition information and promoting high-quality, certified pet food, we help pet owners make trusted choices. 

Rulu: One of the most crucial aspects of my work is enhancing consumer awareness of pet nutrition. Many pet owners may not fully understand their pets’ dietary needs, which can lead to imbalanced feeding and health concerns. Educating pet owners on proper nutrition enables them to make informed decisions and choose the best food for their furry companions. Equally important is ensuring food safety and quality. Taiwanese consumers are increasingly cautious about the origins, manufacturing processes, and quality standards of pet food. U.S. pet food meets stringent safety and nutritional regulations, making it an excellent choice for pet owners who prioritize quality and transparency. 

How are you looking forward to carrying out this work in the future?   

Amy: As we move into the future, I am excited to continue our efforts in promoting pet nutrition and health. We plan to expand our educational initiatives, reaching even more pet owners through workshops, online resources, and community events. Our goal is to ensure that every pet owner has access to accurate and up-to-date information about pet food and nutrition. By leveraging new technologies and platforms, we aim to make our resources more accessible and engaging, ultimately improving the well-being of pets across our market. 

Peter: Taiwan’s pet food regulations may become more stringent, which will benefit high-quality, certified pet food brands—like those from the U.S. Our goal is to continue raising awareness about PFI, educating the market on the advantages of U.S. pet food, and ensuring that pet owners can confidently choose the best nutrition for their beloved companions.  

Rulu: We plan to intensify our efforts to promote U.S. pet food and PFI’s mission through both online and offline initiatives. By participating in exhibitions and managing engaging social media campaigns, we can connect with Taiwanese pet owners and provide them with valuable information on pet nutrition. These interactive strategies will ensure that our message reaches a wider audience and fosters a deeper understanding of pet food choices. 

How can people in Taiwan help to spread your messages?   

Peter: Whether you’re a pet parent looking for the best for your furry friend, or someone interested in learning more about pet nutrition, follow us on Facebook and Instagram (@PFI Taiwan). Exciting things are on the way! 

Rulu: Spreading awareness is a collective effort, and every pet owner can contribute. By following PFI Taiwan’s social media pages and sharing informative posts, more people will have access to accurate pet nutrition information. Together, we can create a community that prioritizes pet health and makes informed choices about pet food. With continued dedication and collaboration, we can ensure that more pets enjoy a healthier and happier life through proper nutrition. I look forward to continuing to work alongside fellow pet lovers to achieve this mission. 

FB: https://www.facebook.com/PFI.TW/?locale=zh_TW  

IG: https://www.instagram.com/petfoodinstitute.tw/ 

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Why is PFI’s mission important to you? What made you interested in supporting the mission of PFI as South Korea’s representative? 

I’ve always believed that pets are family, and like any family member, they deserve the best nutrition available. This belief drew me to PFI, whose commitment to science-backed, regulatory-compliant pet food deeply resonated with me. The U.S. pet food industry is at the forefront of innovation, setting global standards for pet nutrition, safety and sustainability. 

As PFI’s representative in South Korea, my goal is to bridge the gap between U.S. pet food exporters and Korean consumers, ensuring that pet owners here understand the benefits of feeding their pets high-quality U.S. products. With pet ownership in South Korea growing rapidly, there’s an increased demand for high-quality pet food. I’m proud to be part of an initiative that ensures Korean pet owners have access to safe, nutritious, and premium-quality U.S. pet food. 

How has PFI been able to help consumers and industry professionals better understand the value of U.S. pet food? 

The Korean pet food market is evolving rapidly, with consumers seeking premium and functional pet food options that cater to their pets’ specific needs. U.S. pet food brands are gaining traction in Korea due to their emphasis on: 

• Nutritional Excellence: U.S. pet food adheres to rigorous standards set by the FDA, USDA and AAFCO, ensuring optimal nutrition for pets. 

• Ingredient Transparency: Korean consumers are becoming increasingly aware of the importance of quality ingredients. U.S. brands prioritize transparency, showcasing responsibly sourced ingredients with clear labeling. 

• Functional and Specialized Diets: From grain-free options to breed-specific and life-stage formulations, U.S. pet food companies are leading the way in innovation to meet the diverse dietary needs of pets in Korea. 

PFI plays a critical role in educating Korean pet owners and industry professionals on these key advantages. Through trade shows, seminars and collaborations with importers and retailers, we strive to build trust and expand access to top-tier U.S. pet food products in Korea. 

What moment or event stands out to you as you reflect on your work with PFI? 

One of the most rewarding experiences in my role has been witnessing the shift in Korean consumer perception of U.S. pet food. At industry events, I’ve had the opportunity to speak directly with pet owners who initially had reservations about imported pet food but later became strong advocates after learning about the rigorous safety and nutritional standards upheld by U.S. manufacturers. 

A standout moment for me was at MegaZoo 2024, where PFI hosted educational sessions and product showcases. The overwhelming interest from both consumers and industry stakeholders demonstrated the growing demand for reliable pet food options. It reinforced the importance of our work in bridging knowledge gaps and fostering confidence in U.S. pet food products. 

How are you looking forward to carrying out this work in the future? 

As we look ahead, my top priorities for the Korean market include: 

• Strengthening partnerships with major retailers and e-commerce platforms to enhance accessibility. 

• Expanding educational initiatives to help pet owners make informed decisions about their pets’ diets. 

• Collaborating with veterinarians and industry experts to provide credible, science-backed nutritional guidance. 

We also plan to roll out digital campaigns highlighting the benefits of U.S. pet food, leveraging social media and influencer partnerships to reach a wider audience. By continuing to build awareness and trust, we can help Korean pet owners make the best choices for their beloved companions. 

How can people in South Korea help to spread your messages? 

Korean pet owners, retailers and pet professionals can support our initiatives by: 

• Engaging with PFI’s content on social media, signing up for our newsletter, visiting our website and sharing information with fellow pet owners. 

• Attending industry events and educational sessions to stay informed on pet nutrition trends. 

• Exploring U.S. pet food options and understanding their unique benefits for pet health and well-being. 

Together, we can ensure that pets in Korea receive the best nutrition possible, contributing to their overall health and happiness. 

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Introducing Ana and Strategic Edge, Inc. 

I am Ana Marques, the Managing Director of Strategic Edge, Inc. We are the PR Agency of Pet Food Institute in the Philippines, and we conduct relationship-building efforts with the country’s veterinarians, pet owners and media on behalf of PFI.  

I have a total of 15 pets right now! These include my two Bravehearts, Scottish Terriers named Banana Bruce and William Waffle. I have two 15-year old turtles who I lovingly call my KAIJUs, Gamera and Godzilla. I maintain four fish tanks that are home to my two Bettas, six Bullhead Goldfish and three Angelfish. I love each one fiercely, and I never tire of talking to them, playing with them and just spending time with each of them. 

Strategic Edge has been providing communications support to PFI since 2011. We collaborate with various groups so that PFI’s message of responsible pet ownership is always communicated to the pet-loving community in the Philippines.  

Why is PFI’s mission important to you? What made you interested in supporting the mission of PFI as Philippines’ representative? 

As a pet owner, PFI’s mission resonates strongly with me, as I personally believe in the impact of proper nutrition on my pets’ overall health. While Filipino pet owners see pets as part of the family, majority still feed leftovers and table scraps to their pets. Apart from economic reasons, feeding table scraps is still prevalent because there is lack of awareness on the risks of feeding human food to dogs and cats. This is why much of our efforts focus on the harmful effects of human food on pets, and the health advantages of feeding US pet food. 

What is your top priority regarding pet food and nutrition information in the Philippines?  

In recent years, especially those following the pandemic, pet ownership in the Philippines has skyrocketed, giving us more compelling reasons to intensify our efforts to share information about the types of food pet owners choose for their dogs and cats. Especially for first-time pet owners, we want to be their partners in making informed decisions about their pets’ diet. This is why we work with veterinarians for our on-ground and online events so that pet owners have better access to the experts in pet care and get science-based pet-feeding advice. 

How are you looking forward to carrying out this work in the future?  

Based on information found on the Pet Food Institute website, we will continue to develop snackable, easy-to-understand and engaging content to help consumers improve their understanding of pet nutrition, dog and cat food ingredients, and the role of pet food in helping our pets live longer, healthier lives.  

As we look forward, we believe that social media will increasingly impact pet owners’ decisions in caring for their pets. As an influential platform for pet care, platforms like Facebook, Instagram and Tiktok will continue to be a relevant tool in promoting responsible pet ownership. And with a significant amount of pet care information available on these platforms, it is crucial to be a voice of reason by providing factual, evidence-based material, particularly since there is a significant amount of fake news being shared. 

Our goal is to connect with pet owners where they spend their time the most, so our next target is to grow the reach of our social media pages and, hopefully, establish a presence on Tiktok. We want to continue celebrating our pets, and engaging with our audiences more by inviting them to share how they make sure their pets are living their best life. 

How can people in the Philippines help to spread your messages?  

Check out content posted on @happypetlifeph on Facebook and Instagram.  

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Why is PFI’s mission important to you? What made you interested in supporting the mission of PFI as Mexico and Central America’s representative? 

Pets have always been an important part of my life. As a child, my family had several types of animals — dogs, cats, fish, parrots, you name it! My mother, the greatest animal lover I know, taught us to respect all animals and to ensure our pets were loved, well-fed and properly cared for.  

PFI’s mission strongly resonated with me. Working with PFI gives us the opportunity to contribute to better pet care by raising awareness of the importance of proper nutrition and feeding habits.  

How has your partnership with PFI impacted your work or the pet food industry in your region? 

PFI has played a vital role in Mexico and Central America, serving as a strong voice in delivering important messages about pet nutrition to both consumers and the industry. By partnering with PFI, we’ve been able to access valuable resources with information about high-quality standards and proper ingredients to nourish our pets. This has empowered us to spread the word about the advantages of U.S. commercial pet food, highlighting not only its superior quality but also the research that backs it.  

What is your top priority regarding pet food and nutrition information in Mexico and Central America? 

Our main goal is to help pet owners make informed choices and understand the nutritional benefits of feeding their cats and dogs U.S. commercial pet food. We’re also focused on raising awareness about the risks associated with feeding pets “trending” diets, such as homemade meals, that often lack complete and balanced nutrition that pets need. 

How are you looking forward to carrying out this work in the future? 

We’re excited to continue amplifying the nutritional benefits of U.S. commercial pet food compared to other types of diets. We’re focused on sharing reliable, science-based information about pet nutrition to consumers through communication channels like social media. Additionally, we aim to continue building strong partnerships with veterinarians and veterinary students, who are among our most trusted and influential voices in promoting proper pet nutrition. 

How can people in Mexico and Central America help to spread your messages? 

Connect with us by visiting our website or our social media channels: 

• Website: https://mascotaspfi.com/ 

• Facebook: Mascota Sana, Mascota Feliz 

• Instagram: @MascotaSanaMascotaFeliz 

You can also learn more about pet nutrition by checking out the resources below: 

• Activity Book 

• Social Media Graphics 

• Videos:  
  • Nutrición para perros y gatos 
  • Nutrición básica

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Why is PFI’s mission important to you? What made you interested in supporting the mission of PFI as Israel’s representative? 

PFI has been a valued and long-standing client of ours for several years, and it has been very interesting and rewarding to work with them. While we specialize in developing food markets in Israel — especially for U.S. products such as pears, apples blueberries and beef), PFI stands out as a unique client. Their focus on pet nutrition introduces us to a different type of market, with its own set of needs and challenges.  

Supporting PFI’s mission is especially meaningful because it centers on promoting the health and well-being of pets, a deeply important aspect of many people’s lives. We’re proud to play a role in helping bring high-quality, U.S.-made pet food products to Israeli consumers and to contribute to a mission that prioritizes care and quality nutrition. 

What moment or event stands out to you as you reflect on your work with PFI? 

One standout moment is our engagement with veterinarians during our market research efforts. We conduct market research each year, and our findings consistently show that veterinarians are among the most influential voices for pet owners. Meeting these professionals has been such a valuable opportunity to share who we are, introduce PFI’s mission and explain why choosing U.S. pet food matters. Additionally, these interactions are instrumental in building trust and awareness within the local market.  

What is your top priority regarding pet food and nutrition information in Israel? 

Our main goal is to encourage pet owners to make informed choices and seek out U.S. pet food, rather than simply choosing the cheapest option available. We aim to raise awareness about the value of high-quality nutrition and help consumers understand the long-term benefits of investing in trusted, responsibly made products for their pets. 

How are you looking forward to carrying out this work in the future? 

We plan to continue leveraging social media and other marketing channels for outreach, constantly adapting our strategy to stay aligned with evolving trends and platforms. In addition to our social media, we maintain a strong presence through traditional media outreach and our monthly newsletter, which highlights different aspects of pet nutrition and industry updates. Our newsletter includes about 300 pet store owners and 400 veterinarians, helping us maintain ongoing engagement with key audiences.  

We also enhance our visibility through branded promotional items, like a pet food or water dish featuring our bold logo, to keep our presence visible in the market.  

Every few years, we allocate a budget to purchase an inexpensive product such as a poop bag dispenser or a pet food and water dish with our bold logo to increase our presence in the market. 

In the coming months, we’re planning to exhibit at the next Veterinary Association conference and host another webinar, building on the success of last year’s event. These initiatives allow us to connect directly with professionals, share valuable insights and continue promoting the benefits of high-quality, U.S.-made pet food. 

How can people in Israel help to spread your messages? 

Connect with us by visiting our website or checking out our social media channels! 

• Website: petfoodisrael.org/ 

• Facebook: Pet Food Institute Israel 
• Instagram: @PetFoodIsrael 

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Katherine Jiménez, graphic designer

We are honored to represent the Pet Food Institute (PFI) in Colombia, an organization committed to pet nutrition and public policy based on education and transparency. Our mission is vital because pets are full-fledged members of our families, and they cannot thrive without healthy and safe nutrition. Access to verified, science-based information is crucial to improving the quality of life for companion animals and ensuring that pet owners and veterinarians have reliable sources of information to guide their decisions. 

Why is PFI’s mission important to you?  

Our passion for PFI stems from its impact on the industry, pets, and their loving owners. We are committed to disseminating scientifically backed knowledge in a market saturated with myths and misinformation about pet food. Knowing that our work fosters trust in industry-reformulated products and dispels misconceptions is heartening. 

In Colombia, PFI has been involved in the quality and safety of pet food. We have undertaken educational campaigns, seminars, and dialogues with relevant industry stakeholders to exhibit that regulations, ingredients, and manufacturing processes contribute to a safe and nutritionally adequate product. Working in partnership with veterinarians, academics, and regulators has been critical. PFI is a crucial resource for veterinarians, who are essential in helping pet owners feed their pets responsibly. Pet food distributors also benefit from PFI’s efforts, as it can provide them with accurate information to educate consumers and build consumer trust in their products. 

What is your top priority regarding pet food and nutrition information in Colombia? 

For the past 11 years, we have focused our efforts with PFI on educating veterinarians and pet owners about proper pet nutrition. Through conferences, academic forums, and participation in industry events, we have worked to dispel myths and highlight the benefits of a complete and balanced diet for dogs and cats produced in the U.S. 

In Colombia, we promote awareness of pet nutrition by collaborating with veterinarians, pet owners, and pet food distributors to provide transparent, accessible, and science-based information about pet diets. We ensure accurate information reaches those caring for pets daily through research on nutritional practices and an annual progress report analyzing the pet food market. 

How are you looking forward to carrying out this work in the future?  

Empowering people through education is key to combating misinformation and enabling informed decisions about pet nutrition. Our ongoing efforts focus on building knowledge and confidence in the pet food industry, reinforcing our commitment to promoting pet well-being.  

As we look forward, we will continue to broaden our campaigns, significantly deepen our relationships with veterinarians and pet food distributors, and initiate new education campaigns that tackle emerging frontiers in pet nutrition. Through workshops, digital campaigns, and community engagements, we will continue to build transparency and trust with the industry by providing credible, science-based information. 

How can people in Colombia help to spread your messages? 

We call upon all—pet owners, veterinarians, distributors, and industry professionals—to join us in sharing accurate information and encouraging thoughtful feeding practices. The pets we share our lives with depend on us to provide their nutrition, and together, we can ensure this nutrition is complete and balanced for a long and healthy life. Your help spreading awareness of our message and encouraging educated pet feeding is vital. By working together, we can significantly impact the health of companion animals across Colombia. 

www.pficolombia.com.co 

Instagram: @copetfood 

Facebook: Pet Food Institute Colombia 

Youtube: Pet Food Institute Colombia 

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Why is PFI’s mission important to you? What made you interested in supporting the mission of PFI as China’s representative? 

PFI’s mission strongly resonates with us because we love pets! In China, pets are increasingly seen as valued members of the family, leading to higher spending on premium pet food. U.S. pet food is highly regarded for its strong safety standards and quality ingredients, creating a strong demand for American brands.   

Uplifting PFI’s mission allows us to introduce and promote U.S. pet food to consumers in our market, helping them make informed choices and ensuring their pets receive proper nutrition.  

How has PFI been able to address concerns around pet food in China? 

U.S. pet food exports to China have been effective in addressing concerns around safety and quality. By leveraging a reputation for high standards, transparency and innovation, U.S. pet food is meeting the demand of Chinese pet owners while also elevating overall quality of the pet food industry in China.   

What moment or event stands out to you as you reflect on your work with PFI? 

The PFI China team works with media outlets to educate and inform pet owners and trade influencers, such as veterinarians, pet breeders and retailers, about pet nutrition and care. We also develop and distribute Chinese-language educational materials tailored to veterinarians, current and prospective pet owners and media. These printed materials cover topics like feeding practices, pet care and the benefits of U.S. pet food. Materials are shared during all in-market PFI activities and mailed directly to target audiences. 

PFI China actively participates in pet trade and consumer shows across the country, using booth displays and educational videos to uplift proper pet nutrition and care. Additionally, PFI China engages with veterinarians by attending professional conferences and lectures, and by partnering with local veterinary associations to host specialized events. These events often feature U.S.-based veterinarians who travel to China to lead seminars on pet health and nutrition for Chinese veterinary professionals. 

What is your top priority regarding pet food and nutrition information in China? 

Our top priority is to educate pet owners, veterinarians, retailers and traders about the quality, safety and nutritional benefits of U.S. pet food products. Our mantra is “Feed pets with U.S pet food commercial products, not human table scraps.” 

How are you looking forward to carrying out this work in the future? 

China is a large country with many markets, and this year, PFI China is continuing its efforts to educate and inform pet owners and trade influencers through a multi-faceted approach. This includes: 

• Media Engagement: Collaborating with Chinese media to publish PFI advertorials in specialized trade magazines.  

• Digital Marketing: Engaging audiences through PFI China’s social media channels, like WeChat and Weibo. 

• Event Participation: Attending 6–8 trade and consumer shows and hosting 30150 education events for pet owners, breeders, trainers and traders to increase awareness of the benefits of U.S. pet food.  

• Educational Materials: Developing and distributing flyers, brochures, display panels, the PFI Trade Newsletter and promotional giveaways. These tactics will highlight pet care and nutrition, the benefits of U.S. pet food and information about available U.S. pet food products in China.  

• Veterinary Engagement: Attending 4–6 professional veterinary conferences and organizing 1–2 training seminars for students, featuring guest speakers from the industry.  

• Market Research: Conducting annual research to assess market conditions, gather trade data and measure awareness among pet owners and veterinarians regarding pet nutrition and the benefits of U.S. pet food. 

How can people in China help to spread your messages? 

Engage with us on PFI China WeChat. 

The post PFI in China appeared first on Pet Food Institute.

Why is PFI’s mission important to you? What made you interested in supporting the mission of PFI as Brazil’s representative? 

Giovanna: Brazil has one of the largest pet populations in the world, but many pet owners still lack proper guidance on what makes pet food truly good and nutritionally complete. There’s a common misunderstanding about what should be in a pet’s diet, and as a result, many pets don’t get the nutrition they need. What drew me to PFI was its commitment to advocating for pet health through education. It’s important to me to help raise awareness and ensure that both pet owners and professionals have access to the right information, so they can make informed choices that truly benefit the well-being of their pets. 

Leonardo: Brazil has a huge pet population and a strong appetite for innovative products. It is also one of the largest pet populations in the world. However, the population in general and also many in the pet industry, lack proper training in pet nutrition. Organizations like PFI are working to improve this by promoting better pet food standards and educating key people. River Global supports this by connecting U.S. pet food companies with the Brazilian market to make more products available to pet owners and helping pets live longer. 

How has PFI been able to address concerns around pet food in Brazil? 

Giovanna: PFI has done an amazing job of building bridges between international brands and the Brazilian market. Through advocacy, partnerships, and educational initiatives, we’ve been able to bring high-quality pet food to more people while also pushing for clearer regulations and better industry practices. The work is ongoing, but every step forward makes a difference. 

What moment or event stands out to you as you reflect on your work with PFI? 

Leonardo: Personally, the adoption campaign changed my life. I went to an adoption campaign in partnership with PFI and the NGO Cão Sem Dono, and Rafik adopted me during the event. It is one of the best things that has ever happened to me. I could see myself the impact PFI brings to people and pets. 

What moment or event stands out to you as you reflect on your work with PFI? 

Giovanna: One of my favorite moments was working on educational campaigns for veterinarians and industry professionals. Seeing firsthand how sharing the right information can change perspectives and improve how people care for their pets is really rewarding. Another highlight was seeing the impact of adoption initiatives—nothing beats watching a pet find their forever home! 

What is your top priority regarding pet food and nutrition information in Brazil? 

Giovanna: Making sure people have the right information is so important! I love seeing how a high-quality diet can transform a pet’s energy, coat, and overall well-being. My focus is on raising awareness about pet nutrition by advocating for better regulations, creating engaging educational content, or using marketing to make reliable information more accessible to pet owners and professionals alike. 

Leonardo: My main priority is to help Pet Food companies navigate the Brazilian market easier, either by advocating for it or educating the suppliers to understand better and take advantage of the Brazilian Market. As PFI representative, I’m also dedicated to bringing awareness of the need of complete and balanced nutrition as well as make the business connections that will assist pet food suppliers to the USA find the right partners in Brazil and provide more options to the Brazilian pet owners. 

How are you looking forward to carrying out this work in the future? 

Giovanna: More advocacy, more connections, and more education! I’m looking forward to expanding PFI’s reach in Brazil, supporting brands looking to enter the market, and helping create a stronger, better-informed pet food industry. 

Leonardo: I look forward into keeping advocating for Pet Food in Brazil, making the right connections to create opportunities for successful businesses and educating professionals and pet owners for complete and balanced nutrition for longer and healthier lives for the pets we love. 

How can people in Brazil help to spread your messages?   

Visit Our Website: www.pfibrasil.com.br  

Instagram & Facebook: @pfibrasil – Instagram & Facebook 

https://www.youtube.com/@PetFoodInstituteBR

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