The Growing Importance of Provenance

Within the human food sector there is an increasing demand for high-quality products. It isn’t just about the food that we eat but also its origins, factors that we are becoming more aware of. As the humanisation trend continues in the pet food industry the topic of provenance is gaining more attention amongst pet owners and that is not just about knowing what ingredients go into the products that we feed our pets but, also where they come from.
According to an industry marketing manager, “consumers are looking closer to home when buying their food and will instinctively choose more British produce than in the past”. Whilst the CEO of Booths agreed with this statement he added to it “customers are already really paying attention to how products are grown, prepared, reared and sourced, so local and British are now the big themes
What is food provenance?

Food provenance is used to describe where the food originates from and how this is grown, reared, or caught and the stages of processing and production used to create the food. Food provenance also looks at the environmental issues, and the welfare conditions of the animal before being used in pet food.
Why is provenance important in pet food?
There are a variety of different benefits to having good provenance. Recent research revealed that 39% of Brits didn’t know enough about the ingredients in the food they feed their dogs, whilst 44% wish there were a solution to make figuring out dog food ingredients easier. Having provenance offers a great benefit to our customers because they can be reassured about the ingredients they are feeding their pet.
Another importance of provenance in pet food is from a sustainability aspect. More consumers are becoming concerned with the carbon footprint of the products that they buy and how far the product has travelled, and rightly so. With the provenance declared on pet food labels, our customers can be reassured about the main source of ingredients before they make a purchase.
How does provenance benefit you as a customer?
Here at Orchard House we have a very exciting opportunity for you as a valued customer. Our Orchard’s Prime Superfood 65® range is about to be transformed by using fresh proteins with a fantastic provenance story, providing a narrative that shows you exactly where your pet food has come from. Along with these changes we will be introducing new recipes into the range, making a total of seven superb recipes, with five different provenances. These include Angus Beef, Free Range Chicken, English Country Duck, Britsh Grass-Fed Lamb and Scottish Salmon. Every recipe boasts a total meat content of 65% of which 35% is Freshly Prepared and each one of these has its own unique blend of their own five nutritiously beneficial Superfoods.
To find out more information about our Orchard’s Prime Superfood 65® recipes, go to www.orchardhousepetfood.co.uk