DESPITE THE CRYPTIC name and anonymous office-park architecture, the nature of the enterprise that goes on at AFB International is clear the moment you sit down for a meeting. The conference room smells like kibble. One wall of it, entirely glass, looks onto a small-scale kibble extrusion plant where men and women in lab coats and blue sanitary shoe covers tootle here and there pushing metal carts. AFB makes flavor coatings for dry pet foods. To test the coatings, they first need to make small batches of plain kibble and add the coatings. The flavored kibbles are then presented to consumer panels for feedback. The panelists—Spanky, Thomas, Skipper, Porkchop, Rover, Elvis, Sandi, Bela, Yankee, Fergie, Murphy, Limburger, and some three hundred other dogs and cats—reside at AFB’s Palatability Assessment Resource Center (PARC), about an hour’s drive from the company’s suburban St. Louis headquarters.
AFB Vice President Pat Moeller, myself, and a few other staff members are seated around an oval conference table. Moeller is middle-aged, likable, and plain-spoken. He has a small mouth with naturally deep red lips and a pronounced Cupid’s bow, but it would be inaccurate to say he has a feminine appearance. Moeller once consulted for NASA, and he has that look. The fundamental challenge of the pet-food professional, Moeller is saying, is to balance the wants and needs of pets with those of their owners. The two are often at odds.
Dry, cereal-based pet foods caught on during World War II, when tin-rationing put a stop to canning, including the canning of dog food made from horse meat (of which there was an abundance around the time Americans embraced the automobile and began selling their mounts to the knackers). Regardless of what pets made of the change, owners were delighted. Dry pet food was less messy and stinky, and more convenient. As a satisfied Spratt’s Patent Cat Food customer of yesteryear put it, the little biscuits were “both handy and cleanly.”
To meet pets’ nutrition requirements while also giving humans the cheap, handy, cleanly product they demand, mainstream pet-food manufacturers blend animal fats and meals with soy and wheat grains and add vitamins and minerals. This yields a cheap, nutritious pellet that no one wants to eat. Cats and dogs are not grain-eaters by choice, Moeller is saying. “So our task is to find ways to entice them to eat enough for it to be nutritionally sufficient.”
This is where “palatants” enter the scene. AFB designs powdered flavor coatings for the edible extruded shapes. Moeller came to AFB from Frito-Lay, where his job was to design, well, powdered flavor coatings for edible extruded shapes. “There are,” he allows, “a lot of parallels.” A Cheeto without its powdered coating has almost no flavor.* Likewise, the sauces on processed convenience meals are basically palatants for humans. The cooking process for the chicken in a microwavable entrée imparts a mild to nonexistent flavor. The flavor comes almost entirely from the sauce—by design. Says Moeller, “You want a common base that you can put two or three or more different sauces on and have a full product line.”
Pet foods come in a variety of flavors because that’s what we humans like,? and we assume our pets like what we like. We have that wrong. “For cats especially,” Moeller says, “change is often more difficult than monotony.”
Nancy Rawson, seated across from me, is AFB’s director of basic research and an expert in animal taste and smell. She volunteers that cats are more or less “monoguesic,” meaning they stick to one food. Outdoor cats tend to be either mousers or birders, not both. But don’t worry, as most of the difference between Tuna Treat and Poultry Platter is in the name and the picture on the label. “They may have more fish meal in one and more poultry meal in another,” says Moeller, “but the flavors may or may not change.”
The extent to which Americans project their own food qualms and biases onto their pets has lately veered off into the absurd. Some of AFB’s clients have begun marketing 100 percent vegetarian kibble for cats. The cat is what’s called a true carnivore; its natural diet contains no plants.
Moeller tilts his head. A slight lift of the eyebrows. The look says, “Whatever the client wants.”