What we have done from the start
We have always believed that clarity and transparency in communications on our food products is both an added value and an obligation towards our stakeholders, meaning owners of dogs and cats, pet-shop operators, breeders, veterinarians, educators and, in general, all those who, day after day, endorse the Prolife philosophy, using it as a tool to maintain and improve the wellbeing of our four-legged friends.In order to do everything possible to constantly keep and cultivate the trust of everyone who chooses Prolife nutritional programs, we have always implemented a quality policy centred around the use of raw materials selected for their elevated standards of quality, seeing that they come from suppliers in Italy and the rest of Europe able to guarantee the uncompromising quality typical of Prolife nutritional products.We have also made the conscious decision not to add artificial colouring agents or preservatives to our products, trusting in nature, and in the quality of the raw materials, to preserve them and ensure that they remain appetizing, all while respecting the regulations and standards governing labelling, in order to guarantee the necessary transparency in “on-pack” communications, meaning those found on the product packaging, as well as other “off-pack” tools and modes of communication.We believe in the concept of absolute quality, and not only in terms of raw materials, but throughout the entire system, in each phase of the supply and production chain that results in the creation of our products.
Truth, clarity and transparency are the values that have always provided the foundation for the Prolife philosophy, and which, from today forward, we have decided to share with you by communicating the origin of all the raw materials founds in our food products, or of those that have the most significant effect on features of quality.Roughly 90% of our raw materials come from Italy. In fact whenever possible, assuming equal the levels of quality are involved, we favour suppliers located in our country, which can count on favourable climatic and environmental conditions, together with a deeply-rooted culture of quality and fine foods, plus centuries time-honoured know-how and traditions handed down through the generations, all in the midst of a countryside whose incomparable beauty and fertile soil is home to any number top-flight producers of food.Examples include rice, of which Italy is the major producer, the number-one in Europe, or chicken meat, a sector in which our country can point to excellent suppliers that are highly skilled in the phases of processing and transformation.This approach also has a positive impact on environmental sustainability, helping to shorten the production chain, which, in turn, reduces the pollutants released into the environment during transportation activities. It is not always possible, however, to select only Italian raw materials, given that, in certain cases, our country cannot keep up with demand, or simply lacks what is needed. There are instances in other countries have developed greater know-how or can draw on skills and traditions with a longer history of excellence. This is the case with prized fresh salmon, which we purchase from Norway, where it is raised in the icy, uncontaminated waters of the fjords and processed by highly local workers, as well as our potatoes, which come from Holland, whose vast, flat fields have support extensive growing activities that benefit from a vaunted tradition, in-depth knowledge and elevated levels of scientific research.We believe that, when all other conditions are equal, the best products, in terms of quality, are those that come from territories that excel in their production, meaning those that turn out the very best examples.
Combining quality and the land, technological innovation and tradition, competitive spirit and environmental protection is a challenge we have decided to accept, and so, in pursuit of the utmost transparency, we are making known the origins of all the ingredients found in Prolife food products, along with the reasons we have chosen them. That is our new commitment.
We at Prolife, in what constitutes a first in the food sector worldwide, have decided to launch the Originè, making us the very first to observe total transparency in communications on our food products. The point is to make sure the value of Prolife’s nutritional products is duly recognized, but also give credit to all operators whose contributions at various stages of the supply and production chain help to achieve, one step at a time, the desired levels of excellence. We also believe that this act of transparency can serve as a tool of competitive strength, as well as a stimulus, for the entire sector, with the ultimate goal remaining the wellbeing of our beloved four-legged friends.
We are aware that our stakeholders, and especially pet owners, have become extremely knowledgeable in recent years when to comes to reading and understanding product labels, following a highly analytical, critical approach, though critical in an extremely positive sense, in that they are able to distinguish the beneficial features of a product from those that prove less desirable, at which point, based on this information, they can make a knowledgeable, well-informed purchase decision. Pet owners have become fully aware purchasers capable of judging the food product in advance, before they actually buy it. In our opinion, knowing the origins of the products raw materials is an integral part of this process: a key piece of necessary information.
To help them make increasingly well-informed decisions, we supply them with clear, precise, accurate information conveyed in a timely, accurate manner.The inevitable distance that the industrialized production of food, including pet food, has placed between the producer and the purchaser/consumer has led, over the years, to a gradual loss of trust, together with a perceived lack of security and guarantees. We hold that the ability to “trace” information on a food product, discovering in timely fashion the origin of the raw materials from which it is made, provides an effective response to the need for heightened food-product security felt by those who choose our nutritional programs, all with the aim of increasing their trust.
Raw materials, the local territory and the people whose alternating efforts underlie the ongoing process: this is how we view the production and supply chain. The ability to know the history, the origins and the location of the raw ingredients that go into the finished products is what makes for traceability: a well-ordered body of information that describes, in a logical, sequential manner, the phases of the production and supply chain that bring into play the operators who, in various ways, contribute to the creation of the product. The process of monitoring this chain, from start to finish, is traceability.At Prolife we make sure, on a daily basis, that all the operators of our production and supply chain comply with the rigid standards of quality enforced by rigid, constant controls, so as to that the excellence of our food products is reinforced every step of the way, starting with the raw materials, followed by the contribution of the latest technology, without forgetting the all-important contribution of the human resources.With the traceability ensured by the fact every phase of the production and supply chain is monitored, we can present the history of a product by retrieving the information provided through the process and communicating it in an accurate, reliable and transparent way.And so 'monitoring' and 'tracing' prove to be key terms when it comes to describing these two procedures that mirror and complement each other, and that are always closely connected, even though they move in opposite directions.