How many vets does it take to be 'Veterinarian Approved'?

Re: How many vets does it take to be 'Veterinarian Approved'?

Sarah Keir — Tue, 22 Nov 2011 11:10:56 GMT

'Veterinarian Approved' is not a precise term as such, but neither is Farm Fresh which is on my box of eggs.

It you put it in capitals it mean more, obviously.

All wording is imprecise as they can get away with so it means different things to different people.

See 'Technologically Advanced Feline Nutrition'.

Re: How many vets does it take to be 'Veterinarian Approved'?

Hannah Wynne Richards — Tue, 22 Nov 2011 10:39:59 GMT

I put "other explain below"

Being cynical (realistic ) I would think just 1 and that 1 on the company pay roll

Wynne

Re: How many vets does it take to be 'Veterinarian Approved'?

Arlo Guthrie — Tue, 22 Nov 2011 10:28:04 GMT

[quote user="Bob Russell"]Veterinarian is an Americanism and can be single (1 vet).[/quote]

Yes, I know that My point is not its precise definition, but how you read the term 'veterinarian approved', which can be quite different.

[quote user="Bob Russell"]Veterinary approved suggests more than one [/quote]

I don't quite understand why everyone is talking about veterinary approved. It doesn't say veterinary approved! The question is only how you interpret the term 'veterinarian approved' on the side of a bag of dog food.

Re: How many vets does it take to be 'Veterinarian Approved'?

Bob Russell — Tue, 22 Nov 2011 10:20:52 GMT

Veterinarian is an Americanism and can be single (1 vet). Veterinary approved suggests more than one (but I accept can also be singular). Veterinarian suggests an international brand (as Tesco is international this too is probably technically correct). It is misleading to clients but so was the offer for Kelloggs Variety Pack better than half price at £1 with a normal price of £2.05 despite normal Tesco price about £1.60!

Bending the truth!

Re: How many vets does it take to be 'Veterinarian Approved'?

Anonymous — Tue, 22 Nov 2011 10:20:25 GMT

I was dispsatched by my good wife to fetch an emergency bag of dog food from Tesco's about a month ago.

I was given the strict instructions to buy a small bag of whatever was cheapest.

I was left with quite a conundrum. I perhaps misinterpreted my mandate for purchase, but thought I should be looking for a 7kg bag or smaller that was best value as fed.

In my naivety, I had never realised that none of the pet-foods (including the vet-approved one on introductory half-price offer) sold actually had the Calorie content written anywhere on the bag. I spent far too long, before concluding that it was impossible to compare the value of various bags as it was impossible to know how many meals were in each bag (just the weight of the bag). The vet-approved one could tell me how much beta-carotene or whatever was in it, just not the Calorie-count. I could make a guess based on the feeding amount guidelines on the back of the packet, but where's the guarantee that these are sensibly based?

Now when a client asks me how much of dry dog food they should feed a puppy or an adult I've not had the chance to body-condition score ("I give him a handful, is that too much" etc), I simply point out that it's impossible for me to advise based on the dog's expected daily Calorie intake if the manufacturers don't make this information available.

Re: How many vets does it take to be 'Veterinarian Approved'?

Arlo Guthrie — Tue, 22 Nov 2011 09:46:04 GMT

[quote user="Sarah Keir"]We know the difference in these terms (veterinarian vs veterinary) but Jo Bloggs/ Mr(s) public generally don't.[/quote]

But do you (not you specifically)?

I don't think the difference between 'veterinary and veterinarian' is really relevant here. It's how most people (including vets) would interpret the term 'veterinarian approved'. My first thought on reading it is that it means 'approved by vets in general', not 'approved by one vet who might or might not be any good!'

Someone has now pointed out that Nutricat is in fact a Tesco own brand. I'd misinterpreted that too (not a good morning for me, then!). The wording on the website says 'Now available at Tesco', which implied to me that it is a product made by another company (it would have been clearer if it had said: 'New Tesco Nutricat', or 'Launched by Tesco', but I guess they are trying to disassociate Tesco from this brand).

Further insight to the thinking behind the marketing is available here: http://wearehimandher.posterous.com/nutricat-launches

I'm not slating the product. It might be the best stuff since sliced bread. I just think the veterinary credentials are being misleadingly overstated. And it strikes me that this is being done at your expense. I mean, why buy food at the vets if 'veterinarian approved' is on offer at the supermarket?

Re: How many vets does it take to be 'Veterinarian Approved'?

Bob Russell — Tue, 22 Nov 2011 09:41:25 GMT

[quote user="Sarah Keir"]

We shouldn't be fooling ourselves. We know the difference in these terms (veterinarian vs veterinary) but Jo Bloggs/ Mr(s) public generally don't. I am sure it will be legal to have the statement 'veterinarian approved' on the bag because one vet has approved it. If Walthams have a problem with the name being similar then I think that is where the legal matter lies.

Just think, what does 'farm fresh' mean? It is still legal to put it on anything!

[/quote]

I agree - the term is accurate and Tesco know it is just another way of making the packaging look similar to the brands that they cannot or will not sell (presumably based on profit margins). Owners are 'fooled' by this and do buy the food expecting it to be one of the 'premium' or 'super premium' brands.

I would doubt Pedigree would be overly worried as Waltham is not a brand name they use for supermarket sales. They already sell a lot of products through Tescos and clearly one of the big boys will be making the stuff anyway!

Re: How many vets does it take to be 'Veterinarian Approved'?

Sarah Keir — Tue, 22 Nov 2011 09:22:36 GMT

Just think, what does 'farm fresh' mean? It is still legal to put it on anything!

Re: How many vets does it take to be 'Veterinarian Approved'?

Arlo Guthrie — Tue, 22 Nov 2011 08:59:56 GMT

[quote user="Julian Earl"] So, shall we have a straw poll as market research to see if we approve? [/quote]

Why not?

I have now added a poll to the OP at the start of the thread (can't add it mid way)

Re: How many vets does it take to be 'Veterinarian Approved'?

Julian Earl — Mon, 21 Nov 2011 18:11:01 GMT

[quote user="Michael Woodhouse"]

Linky

[/quote]

This is interesting from the RCVS link: [quote]

This type of endorsement is acceptable provided that it is legal, decent and truthful and in compliance with the British Codes of Advertising Practice and Sales. An organisation will need to be able to justify any such claims made, for example, by market research.

[/quote]

So, shall we have a straw poll as market research to see if we approve?

Re: How many vets does it take to be 'Veterinarian Approved'?

Michael Woodhouse — Mon, 21 Nov 2011 18:04:51 GMT

Linky

Re: How many vets does it take to be 'Veterinarian Approved'?

Bob Russell — Mon, 21 Nov 2011 17:46:07 GMT

[quote user="Arlo Guthrie"]

[quote user="Bob Russell"]I am not sure if this is the Tesco food[/quote]

Nope - I linked to it in my OP, but it may not be obvious on some screens:

[/quote]

I think if you look at the bottom of the bag it has Tesco's name and address in small print.

Re: How many vets does it take to be 'Veterinarian Approved'?

Bob Russell — Mon, 21 Nov 2011 17:43:21 GMT

[quote user="Arlo Guthrie"]

[quote user="Bob Russell"]I am not sure if this is the Tesco food[/quote]

Nope - I linked to it in my OP, but it may not be obvious on some screens:

http://www.vetsurgeon.org/blogs/veterinary_news/archive/2011/11/21/49813.aspx

I wouldn't have thought much of it, if it had said: 'Approved by veterinary surgeon, John Smith MRCVS'. It's just that 'veterinarian approved' strongly implies to me that a significant number of vets appprove of the stuff.

[quote user="Evelyn Barbour-Hill"] "Veterinarian approved" means one person with a veterinary degree in the whole world has said "yeah, I approve it, gimme the money".

I think many of the public understand that.[/quote]

Er ... I'm obviously in the bottom percentile of thickies!

[/quote]

Me too! Hills have used this slogan for years with great success!

Re: How many vets does it take to be 'Veterinarian Approved'?

Bob Russell — Mon, 21 Nov 2011 17:42:03 GMT

'Veterinarian Approved' not Veterinary Approved - it makes all the difference and makes it sound like an international brand not a supermarket own brand!

Replace it with recommended by a vet and it loses some of that marketing power!

It is clearly misleading (unless someone comes to me with an offer to good to refuse!) I have to say it shows a lot about the simple nature of the general public that just because a vet recommends it, it must be good!

Re: How many vets does it take to be 'Veterinarian Approved'?

Arlo Guthrie — Mon, 21 Nov 2011 17:38:17 GMT

[quote user="Bob Russell"]I am not sure if this is the Tesco food[/quote]

Nope - I linked to it in my OP, but it may not be obvious on some screens:

http://www.vetsurgeon.org/blogs/veterinary_news/archive/2011/11/21/49813.aspx

[quote user="Evelyn Barbour-Hill"] "Veterinarian approved" means one person with a veterinary degree in the whole world has said "yeah, I approve it, gimme the money".

I think many of the public understand that.[/quote]

Er ... I'm obviously in the bottom percentile of thickies!

Re: How many vets does it take to be 'Veterinarian Approved'?

Gillian Mostyn — Mon, 21 Nov 2011 17:20:04 GMT

hmm....does seem very wrong that one VS (who, as far as I can ascertain, has no specific qualifications in nutrition, but I await this being corrected) can allow Tesco to use the tag line 'veterinary approved'. Misleading in the extreme.

I'd agree that BVA should be sending a strongly worded letter to both Tesco and trades description....

Re: How many vets does it take to be 'Veterinarian Approved'?

Rob Loxley — Mon, 21 Nov 2011 17:16:40 GMT

I thought Tesco had long had a meat couter where you could buy vet-approved raw meaty bones

Re: How many vets does it take to be 'Veterinarian Approved'?

Evelyn Barbour-Hill — Mon, 21 Nov 2011 17:15:28 GMT

"Veterinarian approved" means one person with a veterinary degree in the whole world has said "yeah, I approve it, gimme the money".

I think many of the public understand that.

The sight of British "TV Vets" coming out with their "own" range of pet foods does revolt me, but that's life.

Re: How many vets does it take to be 'Veterinarian Approved'?

Bob Russell — Mon, 21 Nov 2011 17:10:01 GMT

I am not sure if this is the Tesco food but if it is it had a name very similar to Walthams and a logo very similar to Hills. It is a copycat product and I suspect the quality of the packaging is superior to the contents! Having looked at the website the logo and dubious name appear to have magically gone. It does resemble the product range sold in many vets!! Only when you look at the small print do you see it is a supermarket own brand!

It is endorsed by one vet, hence the Veterinarian approved. I am also clearly not the only one with a weight problem!

Please note I am open to offers to approve any cat or dog food on the market. Cheques to be made out to me personally, not the practice.

EDIT: the dog range is LATHAMS!

Re: How many vets does it take to be 'Veterinarian Approved'?

Mark Rowland — Mon, 21 Nov 2011 16:40:10 GMT

In Waitrose I saw a pet food which was the "Recipe" of a named TV vet with his picture so I assume he approved it (as well as the cheque). I think if I put my ugly mug to a brand it would go T**s up very quickly.

Unless it was for some sort of orc or troll beauty product being advertised in Middle Earth.....