Jackson DogThis post is for Blog the Change. Learn how you can participate!

THE DILEMMA

Excited to participate in the PEDIGREE Adoption Drive on September 16th, I believed that a 20 pound bag of dog food donated for each blog post written during the campaign would reduce feeding costs for shelters nationwide. Sadly, once I posted my support for the campaign, a friend alerted me to this Consumer Affairs complaint page. What I read there was horrifying.

Mark Rasmussen, a Pedigree representative, responded to my concerns (read the full response here):

When we learn of an issue, we work with consumers to obtain information, request that samples of any product in question be submitted for testing at an independent facility, and perform a thorough review.

LOOKING DEEPER

While I have no way to substantiate the reports from Consumer Affairs or the outcome of Pedigree’s independent testing, I ran Pedigree’s ingredients through the K9Cuisine dog food rater.  It fails. Grade: F. (Run Pedigree’s ingredients yourself to learn more.)

Mark Rasmussen said, in his original response:

Our pet food undergoes industry-leading quality assurance testing beginning with raw ingredients and ending with the testing of finished products. Not because we have to, but because we believe every dog deserves the highest quality food. Whether it’s a shelter dog, or a show dog.

If Pedigree cared about dogs, they wouldn’t feed this to shelter animals.
They’d make better food. Period.

BRILLIANT EXECUTION

The PR plan was genius. I give them that. Spending a drop in the marketing bucket, Pedigree bought the good will of 375 bloggers, all their readers and a boost in positive search engine results that reached millions. Each person spread the word about how generous and compassionate Pedigree is – FOR FREE. What better way to clear your name of reports about sick dogs than to have trusted bloggers say, “Wow. Look what this great company is doing!”

I feel used, angry and I am not alone. Read the comments at Dancing Dog Blog’s article, Corporate Charity: When Bloggers Unite, Who Really Benefits?

So, what can we do? I have an idea.

CALLING ALL BLOGGERS: JOIN ME!

The blogging community has power. This is why Pedigree sought us out. Let’s take that power into our own hands and support a company we believe in – nutritionally and ethically. Let’s choose a company together that supplies food to both dogs and cats , approach this company and say:

We can spread your brand’s message if you will support animals in need. This marketing plan is proven to work. We’ve seen it. We’ve done it. Let us do it for you.

It’s time we claim our power and use it to support animals in need who deserve the most nutritional value, not the least. We must recognize that we have this power, open our eyes and stop waiting to get noticed. We are noticed. It’s time we are valued and the most needy of animals are valued too.

Are you in? If so, leave a comment below. Once we have enough  support to make a proposal, I’ll let you know how we can proceed.

DOING IT RIGHT

Check out Darford, a company that, in my opinion, is doing it right.  Their upcoming I Love All Dogs Campaign campaign offers us a way to buy for one, care for two – and their food is Zero G. I’ve contacted this company and we’ll proudly be hosting them on BtC4animals.com next Monday. Stop by and lend your support! Now this is what I’m talking about…

http://www.youtube.com/watch?v=Ns52aQTikQA

Makes you cry, right? Now share this with 10 of your friends.