DON'T PAY FOR PERCEPTION

It is natural to think that we get what we pay for. As a general rule that is true. Experience teaches that cheap toys, clothes, houses, and cars usually do not perform or last like more expensive versions.

Foods, particularly nondescript processed ones like dog foods and cat foods, are another matter. There is really no way to know quality other than trusting in words on labels and company literature. The health benefits of food are delayed for weeks, months, and years. So the attempt to find the best pet food is by perception; looking at the package, reading the label, and comparing prices. We assume more expensive foods are the best pet foods.

However, labels and pretty packaging can be very misleading. Also, manufacturers are under no compulsion to charge based upon the cost of ingredients or production. In fact, it is to a company's advantage to charge more if they want consumers to believe their product is the best pet food.

Too often, marketing is more about creating the perception of value, than actually spending dollars putting it in the package. It's easier to talk the talk, rather than walk the walk of gaining scientific and technical skills and investing in food technology and manufacturing. Inexpensively manufactured products may even have higher retail prices and succeed over truly superior products.

Although it is true that a truly nutritious food is going to be expensive, it is not necessarily true that an expensive food is truly nutritious.

Don't trust superficial perceptions. Cut through to the truth by using your reasoning faculties and learning how to discern the difference between marketing and substance.

Thought for the day: We tend to believe what we see, like pretty packaging and beguiling words.

Phrase for the day: 'trace minerals' - minerals required for a variety of critical biochemical processes important to optimal health. They need only be consumed in minute (trace) amounts. Examples would be selenium, iodine, and copper. This is in contrast to major minerals such as calcium, phosphorus, and magnesium. Trace mineral supplementation is important because they are not replenished to modern farm lands. Modern NPK fertilizers only restore nitrogen, phosphorus, and potassium.