Pet supplements brand Vital Pet Life says it’s the first U.S. pet wellness company with Orivo-certified fish oil

Photo from Orivo

Pet products brand Vital Pet Life says it’s the first U.S. pet wellness company with Orivo-certified fish oil. The company’s fish oil for supplemental pet nutrition is now certified by Orivo, whose testing program verifies the species and region of origin.

“The Orivo verification process ensures: 1) an NMR-based (nuclear magnetic resonance) laboratory test verifying Vital Pet Life’s fish oils’ authenticity based on species and geographic origin, 2) consumers have access to a guaranteed, tested, and certified fish oil, and 3) a continued trust through transparency relationship with pet consumers concerned with pet food safety and labeling,” a press release states.

“We live in a world where supply chains are getting more complex, and raw material cost is increasing rapidly, partly due to ingredient shortage. It is no secret that this can force brands and their suppliers to look outside their usual, secure supply chains, potentially opening the door for economically motivated adulteration of higher valued goods,” added Svein Erik Haugmo, CEO of Orivo.

He continued: “When screening the market for adulteration, we find as much as 40%-50% of products containing other ingredients than those claimed on the label. This is a dangerous game because it is a clear trend that today’s pet owners demand to know what and why and seek brands who answer these questions. Vital Pet Life is indeed such a brand, and it is fantastic to be the proving part of VPL's traceability strategy.”