The National Animal Supplement Council (NASC) has taken a monumental step in its quarter-century history by extending its rigorous compliance programs and coveted Quality Seal to encompass treat products for dogs, cats, and horses. This strategic move is poised to bring much-needed clarity and oversight to the burgeoning pet treat market, a sector grappling with regulatory ambiguities and valued at an impressive US$12-14 billion. The initiative, announced by NASC President Bill Bookout, aims to rectify the widespread confusion surrounding treat regulations that has historically posed significant compliance hurdles for manufacturers and suppliers.
NASC's Landmark Expansion for Pet Treat Regulation Takes Effect
In a significant development for the pet industry, the National Animal Supplement Council (NASC) officially announced the expansion of its compliance and Quality Seal programs to include treat products for canine, feline, and equine companions. The announcement was made by NASC President Bill Bookout during a webinar held on February 26, following the program's debut at the 2026 AAFCO Midyear Meeting in New Orleans in January. This expansion represents the first major diversification of NASC's scope since its inception 25 years ago. The core objective is to establish clear regulatory boundaries for pet treats, aligning with AAFCO definitions and federal guidelines, which categorize treats as products intended for occasional enjoyment, training, or entertainment, explicitly distinguishing them from complete food or nutritional supplements. Bookout highlighted the critical distinction that "one word can change the way a product is regulated," emphasizing that all ingredients must be AAFCO-approved for their intended use and claims should be consistent with those permitted for food, focusing on taste, aroma, nutritional value, or mechanical effects like dental benefits. He specifically addressed the contentious issue of "functional treats," which often present regulatory conflicts by merging nutritional aspects with non-nutritional health benefits, stating, "You can't have a dual purpose product." The new program mandates that existing NASC members supplying supplements can integrate treat products into their audits, while new treat manufacturers can apply for membership and undergo the audit process to earn the esteemed Quality Seal. This cooperative approach underscores NASC's commitment to fostering a responsible and transparent environment, ensuring consistent application of enforcement across the national pet food industry.
This pioneering initiative by NASC marks a crucial turning point for the pet treat industry. It not only addresses existing regulatory gaps but also champions responsible innovation and consumer confidence. By creating a clear pathway for compliance and quality assurance, NASC empowers both manufacturers and consumers. Manufacturers gain a structured framework to navigate complex regulations, fostering fair competition and product integrity. Meanwhile, pet owners can make more informed choices, confident that products bearing the NASC Quality Seal meet stringent safety and quality standards. This move is a testament to the industry's evolving commitment to animal health and well-being, demonstrating that robust oversight can coexist with market growth and product diversity.