By Diane C. Lade

The pictures on pet food labels show dishes fit for a buffet table: A platter heaped with sliced tender beef covered in gravy, a brimming bowl of chunky stew.

But do consumers really know what's in the can when they buy food for their cats and dogs?

Some pet owners and animal advocate groups say no. Obscure labeling requirements keep shoppers in the dark, they say. And glossy packaging or advertising, showing meals styled to look like human cuisine, lead people to believe they are treating their beloved animals to quality food almost good enough for themselves.

Ingredient lists must state if the food is made with poultry or meat by-products, they say — but don't mention that feathers, heads, feet and blood can be included in that broad category. "Premium" brands sold in upscale pet stores may vary little from discount ones sold in supermarkets, as multiple labels often are produced by the same manufacturer and there is no "premium" standard that must be met.

Federal legislators, concerned about the recent recalls involving contaminated pet food and treats, are calling for more guidelines for labeling. A food and drug safety bill passed late last month includes requirements that the U.S. Food and Drug Administration draft pet food labeling standards within the next two years, implement more controls on manufacturing plants and devise early warning systems when problems are discovered. Current standards are administered by each state and may vary slightly.

"This year's recall demonstrated that the current system of voluntary standards clearly failed to protect animals from unsafe food," said Sen. Dick Durbin, D-Ill., who sponsored the amendment including pet food.

The recall by manufacturing giant Menu Foods, beginning in March, involved more than 60 million units and 100 brands of pet food and treats made with tainted wheat gluten from China. In a separate incident, the FDA announced last week it is continuing to investigate if chicken jerky treats made in China are making dogs sick and cautioned consumers to watch their pets for signs of kidney problems. The FDA has taken 70 complaints involving 95 dogs, and said there have been an unspecified number of deaths.

Some veterinary nutritionists are pushing for the new labels to look more like those on human-grade foods and to include calorie counts, as the number of overweight companion animals grows. Dr. Kathryn Michel, an associate professor of nutrition at the University of Pennsylvania's School of Veterinary Medicine, said it can be difficult for consumers to tell exactly what is in the food and treats they give to their pets, how long it can safely stay on the shelf, and the quality of the ingredients.

Michel's advice to consumers: Call the 800 number listed on the product packaging and ask hard questions about where the food is made, where the manufacturers get the ingredients, and if sanctioned feeding trials were run testing the food's effects over time.

The pet food industry contends its products are safe and that labels currently used are as clear as those for human products. Manufacturers following the industry's model regulations, developed by the Association of American Feed Control Officials (AAFCO), must list all ingredients, a percentage-by-weight guaranteed analysis of main components including protein and fiber, and feeding instructions tailored to size.

Advertising claims, such as those claiming specific health benefits, must be clinically proven and there are additional rules for products stamped "natural" or "organic."

Nancy Cook, vice president of technical and regulatory affairs for the Pet Food Institute, anticipates the new FDA labeling guidelines will look a lot like what's in place now. "It works. Whatever the guaranteed analysis says is exactly what has to be in the food."

Recalls prompt demand for more detailed ingredient labels on pet food...........

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The beef has a "sell by date" or "best if used by date" between September 25, 2007, and September 25, 2008. All recalled products will have a U.S. Department of Agriculture establishment number of EST 9748, which is located on the back panel of the package and/or in the USDA legend.

On Tuesday, the company announced a recall of 331,582 pounds of frozen ground beef products.

The problem was discovered through sampling done by the New York State Department of Health as part of their coordinated investigation with the Centers for Disease Control and Prevention into reported illnesses, the company said.

Products affected by this expanded recall were distributed to retail grocery stores and food service institutions throughout the United States. Based on consumption patterns, Topps said it believes that the vast majority of the recalled product has been consumed.

E. coli can cause potentially fatal complications and symptoms include stomach cramps and diarrhea.

Topps is a privately held company.

U.S. meat firm expands beef recall due to E.coli...........

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