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The dynamic growth of the functional animal mixtures sector is forcing investors to move away from “regulatory carelessness” in favor of a strict compliance system. In the pet food industry, where the line between a health-promoting and medicinal product is extremely thin, compliance with feed laws is the foundation of de-risking. An error at the registration stage is not only the risk of financial sanctions, but above all operational paralysis and loss of reputation in the premium segment, where security is the overriding currency.
As a pharmacist and consultant, I have to make things clear: in the official EU legal nomenclature the concept of “animal food supplement” does not exist. These products are classified only as Complementary feedingstuffs. This fact determines the entire business model — the supervision of the market is carried out by the Veterinary Inspectorate (GIW) and WIJHARS, not Sanepid. Attempting to implement patterns from the human supplement market (GIS) to the animal world is the shortest route to a product recall due to drastically different pollution limits and restrictions on health claims.
In accordance with Regulation (EC) No 183/2005, each participant in the feed supply chain must be subject to official controls. The goal is to ensure full traceability — the system's ability to reconstruct the product history “one step back and one step forward”.
The following are subject to mandatory entry in the register:
A veterinary number is a unique identifier, without which legal functioning in the pet food industry is impossible. It acts as a “passport”, confirming that the company has passed the audit of the District Veterinarian (PLW).
Of particular importance is the prefix “α” (alpha). It means a bet validated, that is, one that meets more stringent technological and hygienic requirements. For the investor, the lack of his own veterinary number means a complete paralysis of the New Product Development (NPD) process. A professional production plant does not have the right to issue goods to an entity that is not included in the feed register — in such a scenario, the logistics process is blocked and the product becomes de facto illegal when it leaves the belt.
Regulation 183/2005 distinguishes between two modes of supervision:
As a compliance expert, I draw your attention to a critical nuance from the FEDIAF Marking Code: if your complementary mixture contains additives in a concentration exceeding 100 times the maximum limit established for complete feedingstuffs, the product must be approved as a dietary feed (PARNUT) or treated as a premix. Exceeding this threshold without proper establishment status (approval) is a critical error, resulting in an immediate order to withdraw the lot from the market.
The launch of a feed business is an administrative process that must proceed according to a strictly defined scheme:
The investor must prepare a complete folder technical, which is evidence of the professionalism of the brand:
Designing a premium lineup requires proficiency in handling Regulation (EU) 2022/1104. This document introduced a seminal change in terminology: in an effort to valorize raw materials, the depreciating term “by-product” was replaced by the term “co-product” (co-product). For a brand building a pro-ecological and transparent image, using the name “extraction co-product” instead of “waste” is of great marketing importance.
Key raw material rigors:
In NPD processes, I most often encounter the following weaknesses:
Getting a number is just the beginning. The professional entity must monitor the nutritional guidelines (July 2024), which establish specific safety limits:
1. How long does the registration process take? According to the KPA, the authority has 30 days to issue a decision. In the case of “Approval” mode, this time may be longer due to the need for a full on-site audit before issuing a number.
2. Does the brand owner (without production) have to have a veterinary number? Unquestionably yes. As a marketing entity, you must be in the surveillance system to allow for a possible recall of the lot.
3. What is the risk of non-registration? Criminal and administrative sanctions, but above all immediate suspension of sales by WIJHARS and GIW and blocking the possibility of cooperation with professional distributors.
Professional registration of a feed entity is a process that requires a combination of legal knowledge with pharmaceutical quality rigor. Avoiding marketing gimmicks in favor of hard scientific FEDIAF data is the only way to build a premium brand that will survive veterinary scrutiny.
Not sure where to start? FoodUp Consulting will guide you through the regulatory maze — from recipe optimization to label audit and registration with PLW. Book a free consultation and bet on the security it earns.
ABOUT THE AUTHOR:
Maciej Jaskólski, MSc in Pharmacy
Pharmacist with more than 12 years of experience, specializing in the intersection of law, R&D and business in the Life Science industry. Founder of FoodUp Consulting. As an expert in regulated product implementations, he helps investors navigate safely between the requirements of the Chief Veterinary Inspectorate and the realities of contract production.
In his projects for the pet food industry, he combines a rigorous pharmaceutical approach with a love for animals, mercilessly eliminating ingredients from recipes that are just a marketing ploy.
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