Transcript New Zealand - Telepienso

“Our goal is to educate pet owners the
world over on the importance of the diet
that nature intended for the peak health
and performance of their pets”
Peter Mitchell – Founder
ZiwiPeak Limited
ZiwiPeak Limited – World Class Quality
New Zealand owned and operated
Located in Mt. Maunganui in pristine Bay of Plenty where our world class
manufacturing facility is based
New Zealand - Trusted, safe, disease free country
Fully compliant with all International quality standards (AAFCO, USFDA, EU,
Japan, Australia, & other markets)
Use only Premium New Zealand all natural ranch raised ingredients – no low
cost imported ingredients
Sustainable ingredients sources, safe, trusted and all fully traceable
Free of antibiotics, hormones and no added preservatives
No added colours, sugar, salts, cereals, grains, gluten flour and corn meal
etc. (no fillers)
GMO Free, No Ethoxyquin, BHA or BHT, No Propylene Glycol
New Zealand – World Class Ingredients
Considered the world’s best quality meat, seafood and dairy food producer
Disease free country, no BSE or other nasty diseases
All meat and seafood processed through strict Human Grade facilities
Animals raised on open pasture all year round
Pristine farmland and clean, clear oceans
Dedicated to producing the world’s finest human and pet food ingredients
Access to all key global markets
Market / Consumer Trends
Consumers are feeding more real raw meat & evolutionary correct foods
Consumers want the benefits of feeding a raw diet without the
inconvenience, hygiene issues and hassle of handling raw meat
Consumers are more educated about ingredient quality and suitability. More
aware of health issues and want more natural products
Consumers very concerned about pet food safety caused by many pet food
recalls highlighting issues with poor quality ingredients
Country of origin and ownership of manufacturer’s process increasingly
important
Pets are being humanized
Families are being started later in life, living space is getting smaller, and it’s
more common for young people to own small dog or cat
Sales of balanced raw & frozen raw meat diets growing very strongly
Strong sustained growth in Natural Real Meat category at over 20%+ p.a with
growth in Natural Evolutionary Diet foods expected to exceed 30% p.a
Decline in highly processed kibble/grain and carbohydrate based diets
Specialty retailers want clear point of difference in their stores
Finland
United Kingdom
New Zealand
U.S.A
Switzerland
Sweden
New Zealand
Canada
Finland
New Zealand
Various U.S.A stores
U.S.A
U.S.A.
United Kingdom
New Zealand
New Zealand
Dogs and Cats are Carnivores
Teeth designed for biting, ripping, tearing, and crunching meat and bones
Jaws open widely in vertical plane to allow large gulping action, don’t chew
Saliva has no amylase enzyme required to break down plant matter,
carbohydrate and starch
Highly acidic gut designed to hold, digest and break down natural raw meat,
fat, bone and organs and neutralize bacteria
Short simple stomach and digestive system, short foregut and unsacculated
colon. Rapid digestive transit time
Gut is not efficient at digesting plant matter. Puts strain on the pancreas to
produce enough amylase enzyme
Does not have necessary bacteria to break down cellulose and starch
Dogs and cats naturally choose to hunt and eat a raw wild prey diet high in
protein from raw meat and organs
Dogs closely resemble the grey wolf and cats are descendant from the Africa
wild cat
Dogs and Cats are Carnivores cont…
Confused Consumers
The Pet Food Market is full of products that claim to be:
 Natural, Organic, Holistic, Premium, Purest, Highest quality, Optimum, etc.
 The pet food company’s marketing messages all say “we are the best”
HOWEVER
Most products contain over 60% carbohydrates like
 rice, maize, cereals, potatoes, carrots, peas, beetroot, grains, wheat,
barley, corn meal, soya, oats, meat meal, & other non-meat ingredients
 They contain little or no real raw meat & organs
 Most are highly processed at very high temperatures which destroy the
active enzymes, nutrients and proteins
THE RESULT = CONFUSED CONSUMERS
BUT understanding the Ingredient listing is the key to identify the real quality &
suitability of the product
The Impact of high temperature processing
Cooked or highly processed food denatures and destroys the sensitive
nutrients, enzymes and proteins. Damage increases as higher
temperatures are applied over prolonged periods of time:
 Proteins coagulate, carbohydrates caramelize
 High temperatures denature protein molecular structure, leading to
deficiency of some essential amino acids
 According to Britannica a common consequence of denaturation
(caused by cooking) is loss of biological activity; the loss of the catalytic
ability of an enzyme
 Overly heated fats generate numerous carcinogens including acrolein,
nitrosamines, hydrocarbons, and benzopyrene (one of the most potent
cancer-causing agents known)
 30% to 50% of vitamins and minerals are destroyed
 70% + of nutrients are lost
 Almost all “kibble” pet foods contain meat meal. Meat meal is first
rendered at very high temperature resulting in a loss of nutrient value
 All kibble pet foods are manufactured at very high temperatures up to
200c
What is the perfect diet for a carnivore
High in protein and natural fat sourced from real Raw Meat and Organs
Low in carbohydrates (vegetables, potatoes, beetroot, corn, rice, wheat,
flour barley, gluten etc.)
Balanced with vitamins and minerals
IMPORTANT CONSIDERATIONS
The teeth, mouth and saliva are those of a carnivore so are designed to eat
meat & organs
Real raw meat and organs contain unaltered proteins, nutrients and
enzymes
The gut cannot efficiently break down plant matter, carbohydrates or starch
as it does not easily produce amylase enzymes
Carbohydrates can only be freely digested at pH 4-5 and starch at pH 6
The dogs & cats stomach is pH 1-2 and highly acidic
The digestive system and gut is highly efficient at extracting maximum
goodness from raw meat, organs and fat
The ZiwiPeak Product Range
CUISINE A totally balanced complete real meat & organ diet containing
essential minerals and vitamins.
 Suitable for ALL life stages and ALL Breeds. Available in air dried
format or moist.
 ZiwiPeak is nutritionally excellent, the perfect dog and cat food
TREATS A premium real meat treat suitable to reward pets at any stage of
life. Available in air dried format
ORAL HEALTH CARE CHEWS RANGE All natural range of Dog Chews to
target teeth and gum health. Long lasting Venison Hooves, Venison Shanks
and natural fall Antler. Air dried
FORMULATIONS Highly palatable recipes – Venison, Venison & Fish, Lamb,
Beef, Lamb Liver, Tripe, Green Lipped Mussel
All ingredients are passed fit for human consumption
ZiwiPeak Ingredients
Air Dried Dog & Cat Cuisine
 Over 90% real raw meat, organs, fish and seafood
• Protein sources: Venison, Lamb, Hoki Fish, Green Lipped Mussel
• All formulations contain: Species specific muscle meat, liver, lung,
tripe, heart, kidney, green lipped mussel & Hoki fish in Venison & Fish
Kelp, Parsley, Lecithin, Chicory inulin
• Finely ground bone & vitamins and minerals
Moist Dog & Cat Cuisine
 Over 66% real meat, organs, fish and seafood
Protein sources and ingredients same as contained in air-dried Cuisine
Air Dried Treats for Dogs & Cats
 Over 95% real raw meat and fish and some selected organs
• Venison, Venison & Fish, Beef, Lamb Liver
ZiwiPeak air drying process
All the raw meat & organs, fish and green lipped mussels are combined and
gently mixed and minced
Necessary vitamins and minerals are added along with the natural
carbohydrates
Raw ingredients are then laid out flat on trays and then placed in the special
air driers
Product is gently air dried over many hours at low temperature until it reaches
correct Aw (water activity level) to create safe shelf stable product
Product is tested, cut and packed fresh to each markets order
Random batches are sent for independent lab testing for microbiological
security
All batches are carefully recorded and retained samples are stored.
ZiwiPeak air drying process
Independent analysis of Air dry process compared to raw meat and freeze
dry shows little degradation of protein – conducted by Agresearch June 2013
Executive Summary
A pilot study was undertaken to understand how air-drying can impact on protein modifications within Ziwipeak
products, by comparing raw, air-dried and freeze-dried meat products.
Advanced redox proteomics techniques were used to detect redox and associated amino acid modifications.
A determination of the levels of modifications (oxidative, heat-induced and Maillard) in the raw, air-dried and freezedried meat samples showed the following:
•
Very low levels of oxidative and heat-induced modifications suggesting a high degree of protein structural
integrity in all three sample types.
•
Low levels of methionine oxidation in the freeze dried sample only, suggesting some degree of protein
denaturation. Freeze drying can unfold proteins which may result in the exposure of methionine residues. Since
this amino acid is readily oxidised, monitoring methionine modifications may be a useful indicator of any protein
structural changes.
•
No evidence of common Maillard reaction products in any of the sample types. Maillard reactions (non-enzymatic
reaction of proteins with reducing sugars) can impair nutritional value of food. Absence of common Maillard
reaction products suggests nutritional integrity.
Monitoring the amount of semitryptic peptides revealed slightly higher levels of protein degradation in both the
freeze-dried and air-dried meat samples when compared to the raw sample.
ZiwiPeak Air Drying v’s Kibble Extrusion
ZiwiPeak Air Dried Process
Kibble Extrusion Process
Low temperature process protects highly sensitive enzymes,
nutrients and protein structures
High temperature process - over 200c which denatures/
destroys the sensitive enzymes, nutrients and proteins
No pressure used to form product
High pressure used to compress kibble to shape to stop it
disintegrating
Enables real raw meat, organs & seafood to be dried retaining Completely changes the structure of the raw ingredients
almost all of raw critical ingredient structure
Slower high quality batch process that requires time and skill to High volume low quality continuous process. Focus is on
deliver highest quality outcome
tonnage produced.
Used for centuries to naturally preserve food
Modern process to manufacture highly processed food
ZiwiPeak use only real raw meat & organs as base of
carnivorous animal diet
Almost all ingredients are non-meat, cereal and carbohydrate
based as they are cheap and suit high temperature extrusion
Don't use spray on palatants or attractants. Natural real meat
and organs provide strong natural attractant odours.
Acceptable moisture level of 11 to 13%
Uses many spray on fats and palatants to attract the dog & cat
Very low moisture level of 4-6%
Slow drying process due to no added salts and sugars
Fast drying process to maximise production
Don't use rendered products or Meat & Bone Meals of any
type.
Meat Meals are all cooked at very high temperatures when
they are first made and then they are cooked again by the pet
food manufacturer again at very high temperatures
No mixed meat species are used
Meat meals are often made from mixed animal species.
Country of origin can be of issue when meat meals are used
ZiwiPeak Dog and Cat Cuisine
ZiwiPeak Treats
ZiwiPeak Oral Health Chews
ZiwiPeak Air Dried Dog & Cat Cuisine - Open Pouch
ZiwiPeak Air Dried Dog Cuisine
ZiwiPeak Canned Dog Cuisine
ZiwiPeak Air Dried Good Dog Treat - Open Pouch
Research Rates ZiwiPeak #1
An Independent Pet Food Nutrition Research Study in the USA rates ZiwiPeak
as Number 1 dog food brand
The only three products that achieved the maximum score of 38 out of a total
245 foods were each of the 3 ZiwiPeak Dry Cuisine formulas. No other brand
achieved the maximum score. Factors determining the final score were:
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Proteins: testing to identify high quality sources of protein
The value of human-grade/edible and free-range/organic sources
Whole-grain / grain-free formulations
Fats: higher scores for unsaturated and omega fatty acid-rich oils
Additives & preservatives: penalties for BHA,BHT and Ethoxyquin
Minerals: Premium placed on uncooked foods and chelates
Vitamins: rewards formulas for uncooked vitamins, phytonutrients &
antioxidants
 Other beneficial nutrients, including probiotics, prebiotics, and lecithin
ZiwiPeak – the perfect solution
Satisfies strong consumer demand for goodness of natural Real meat & organ
evolutionary diets
Provides the convenience, hygiene & safety of a balanced shelf stable product.
Overcomes handling raw meat in the home
Delivers perfect nutrition as Protein source is from real raw meat, fish &
shellfish NOT from carbohydrates, grains or vegetables
Unique low temperature gentle Air Dry process protects all sensitive nutrients,
active enzymes and proteins – perfect for a carnivore
Does not use unnecessary Carbohydrates, vegetables or fillers. These are a
poor substitute for quality fresh real meat protein.
No Meat Meal or waste/rendered ingredient used at all
Contains New Zealand Green Lipped Mussel a natural source of Glucosamine,
chondroitin & Omega-3 fatty acids with proven ability to nutritionally assist
long-term joint health. Joint inflammation and osteoarthritis are common
ZiwiPeak - perfect food cont’d
100% natural New Zealand ingredients – no antibiotics, no hormones, no
added preservatives, colours, salts, grains, cereals, sugar, gluten flour and corn
meal (no fillers), GMO free, no BHA, no BHT and no Ethoxyquin
Highly digestible rated at over 95.6% by Massey University of NZ
Suitable for ALL Breeds and ALL Life Stages
Perfectly matched to the dog and cats Digestive System
Completely balanced with all essential vitamins and minerals
Feeds significantly less than typical pet food products
1kg of ZiwiPeak = approx. 3kg of raw meat and organs
ZiwiPeak is the best quality product in the world
True Cost of Feeding
The Cost of the Food
Cost of Supplements & other Food additives
Special Diets
Veterinary care required to deal with health issues, many are diet related
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Allergies
Skin & Coat problems
Digestion issues
Mobility issues
Renal issues
Obesity
Energy & vitality
Teeth & Gum issues
Breath
Stool volume & smell
Behaviour
So what is the
REAL COST?
Is ZiwiPeak Expensive? Let’s Test It!
ZiwiPeak – Retail Price
VS.
Super Premium – Retail Price
$$$$$$
$$$$
ZiwiPeak daily feed is
much LESS
Daily Feed is
much MORE
5kg Dog
=
58g
daily feed
5kg Dog
=
117g
daily feed
Daily Cost
ZiwiPeak Daily Cost
$$$
Less than
½ coffee
A day
$$
½
ZiwiPeak Includes New Zealand Green-Lipped Mussel
Natural Glucosamine, Chondroitin, Omega 3 & 6
Typical 5kg Dog Feeding Comparison
ZiwiPeak Air Dried
Typical Kibble
58g
117g
The ZiwiPeak Benefits to the Pet are:
Increased Energy & Vitality
Improved Digestion and gut health from eating correct Ingredients
Healthier Coat & Skin
Reduced Flatulence & Stool smell & stool volume
Improved Weight Control
Reduced Bad Breath Odour
Cleaner Teeth
Increased Mobility & Long Term Joint Health
Elimination of many allergy issues
Improved General Well Being
Happy, healthy & long lives
Dr. Ian Dunbar says…………..
ZiwiPeak is simply the best for
ingredients and preparation………
Dogs & cats are carnivores & as
ZiwiPeak is 90% + real meat it is
outstanding…………
Very effective, wholesome, healthy
training treats………perfect for all
dog training
ZiwiPeak is the most nutritious food
on the market………………
Why Stock ZiwiPeak?
Satisfies the emerging market trend and strong consumer demand to feed
more “natural” real meat food
Offers customers a high quality, convenient, shelf stable and safe alternative
to frozen or freeze dried raw food
Provides platform for Retailers to embark on the “Natural Feeding Centre”
retail proposition
Enables Retailers to upsell to a Natural product with high margin
contribution & strong consumer benefits
Comprehensive educational & training programme
ZiwiPeak is growing strongly in all markets and is leading the trend
• NZ +30% per annum, USA + 35% p.a, EUR +38% p.a, Asia + 40% p.a
Unique range of Natural products to enhance & expand retail offer
It is Totally Natural from New Zealand – clean & green, trusted, disease free,
sustainable
Provides Retailers with a unique range not available in Mass Merchandiser
channels
ZiwiPeak Support
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Dog & Cat Brochures
Veterinary Report
Nutritional Research Report
Stockist Window Stickers
Shelf Wobblers
Samples of Dog & Cat Air Dried Cuisine
Website in Local language
Resource Download Centre on website
Where to Buy section for Stockists in local markets
Display Stands for qualified retailer outlets