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Proof! is an independent testing service for the consumer of alternative and complementary health remedies and products, such as supplements and herbs, as well as eco and 'green' products and services. Its tests establish the active ingredients in products - which can differ dramatically from the claims made on the labels - as well as their reliability, shelf life and usability.

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Natural Pet Foods

Is there a healthy feed for our four-legged friends?


From small beginnings 50 years ago, the manufactured petfood industry has burgeoned into a multibillion-pound-a-year industry worldwide. Almost all petfood sold anywhere is produced by just a few industrial giants that employ both clever marketing and highly sophisticated food technology—and they certainly need to.
They take raw ingredients that can barely be called food, and turn them into something that manages to look and taste palatable—to animals, at least. The clever marketing is based on misleading labelling that is tantamount to a scam.
Take a look at a typical can of dogfood. The label may declare the contents to be “complete” or “balanced” and to contain: “real meat”, “special oils”, “natural fibres” and “vitamins and minerals”. Typically, you’ll see an ingredients list headed by “meat and animal derivatives”.
It sounds good. The word ‘meat’ is first on the list, so we presume that it’s ...

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