Where is the venison?
Boutique pet food is the latest marketing buzzword but, with novel ingredients like deer meat, is it a healthier option or an increased risk?
Why ‘boutique’ diets?
The pet food industry is very creative at coming up with new marketing buzzwords with the latest being ‘boutique’ diets, formulated using less common, exotic ingredients, but meaning different things to different people.
The problem with exotic ingredients
Although without legal definition, generally, exotic ingredients are those that are not mainstream in use and might be considered novel. Venison (deer meat) is one that was once considered exotic, but is now widespread in all pet food formats and snacks.
With New Zealand reportedly supplying Europe with most of its needs, the decision by New Zealand farmers to increase breeding stocks to meet future demand resulted in fewer animals being slaughtered and supply shortages in 2017-2018. An unwanted consequence of this action was increased risk of adulteration with other animal proteins (while still claiming venison) by unscrupulous suppliers or pet food manufacturers.
Food fraud experts recognise that scarcity and supply shortages motivate criminals to commit the crime of ‘economic motivated adulteration’ (food fraud). Following the 2017-2018 shortage, deer meat was classified at high risk of adulteration with other meats, including pork and beef.
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