Clean Label Movement Clean Pet Food Adviser

What is Clean Label?

What is Clean Label? The way people think about food is changing. They care more about what’s in the products they purchase and how they were made than ever before. “Clean label” is a response to this demand for transparency.

What is Clean Label?


According to Harvard Business Review the real marketing food story today is the relentless shift to transparency and what many call the “clean label” movement.

In the food world, a clean label focuses on having fewer ingredients that are very clear about their origins, and recognizable (e.g., “cream” versus “microparticulated whey protein concentrate,” which the fast-growing chain Panera has placed on its long “No No List”).

But “clean label” is a catchall for a much broader and growing list of demands about the human and planetary impacts of all products and services (and the companies behind them). For example, in Germany, McDonald’s is experimenting with selling a burger made with organic beef. Subway just joined a growing list of companies (including, again, McDonald’s) committing to buy mainly antibiotic-free meat. Why are big, mainstream food companies moving toward more natural ingredients? Clearly, there’s a broad trend toward health and wellness, but that’s not the big news here.

Two major forces are driving this Clean Label movement :

  1.  Technology-driven transparency about products and their supply chains, and
  2.  Millennials, who are regularly demanding good behavior from the companies they buy from and work for. This movement, while hitting a fever pitch around products we put in or on our bodies, is not just affecting the food and personal care worlds.

what is clean label?

Clean Pet Food Adviser

Steve Monahan is an Animal Welfare Influencer.  Author Rescue Renew Rehome. He is founder of Green Pets America Charities and the Clean Pet Food Adviser. Both are no-profit organizations in Atlanta Georgia. His current animal welfare book is RESCUE RENEW REHOME, available on Amazon Books and other book retailers. Steve has been recognized by the State of Georgia for humanitarian efforts on behalf of families and companion animals.


clean pet

Clean Pet Food Adviser

Clean Pet Food Adviser. The trust factor.The demand for honesty and transparency in the  foods we purchase for ourselves… and for our pets has given rise to confusion, frustration and distrust of large food companies”, said Steve Monahan Founder and Executive Director of the Clean Pet Food Adviser and Green Pets America Charities, Atlanta, Georgia.

Today there is an explosion of interest in fresh foods, whole foods, organic foods and with it simple clean food labels. There is a dramatically increased awareness and focus by consumers on the effects of food on their physical, mental and emotional health. And with that there are mounting demands for transparency from food companies about where and how their products are sourced. What nutritional ingredients and chemicals are in them and how these ingredients are manufactured.Clean Pet Food Adviser

Consumers today have instant resources at their fingertips that make it easy for them to learn about the food they eat. As they learn more about what we and our pets eat, the ingredients used, and how those ingredients are processed, that information is quickly informing the products we purchase.

The next phase of food purchasing is the clean label phenomenon. As example The Beech-Nut Nutrition Co., which said in May it had started listing the percentage of each ingredient for its entire line of jar and pouch baby food products on its web site.

Increasing numbers of consumers are seeking more transparency from the food and beverage industry and shunning artificial ingredients, according to Packaged Facts, Rockville, Md. Over eighty-seven per cent of Americans look at the Nutrition Facts label on packaged foods and beverages at least sometimes, while more than half (56%) actively seek out nutritional information and guidelines, the market research firm said.

“Americans want clean pet food and clean pet food labels” Clean Pet Food Adviser

“In addition to the food consumers eat, they also demand as pet parents the best, cleanest wholesome food available for their pets to eat as well. Pet parents want to know exactly what’s in the food their pets are eating as well” said Steve Monahan Founder of Green Pets America Charities.

Steve further stated that, ” every day the pet parents Green Pets serve tell them that they want to learn more about the quality and wholesomeness of the pet food they purchase for their pets to eat. Therefore to help pet owners make informed purchasing decisions Clean Pet food Adviser was created by Green Pets Charities. Clean Pet Food Adviser will help pet parents make informed choices in order to feed their pets healthy, nutritional food”.

25 green plants to grow in your garden friendly to your pet.

Pet parents want clean food and honesty in the labels they read, the ads they see and the ingredients used in the manufacturing of the food products they feed their pet. They want labels and advertising in clean simple language. They also demand to know how pet food ingredients are processed and made safe and clean for their beloved pet.


Steve told us that Green Pets has been rating and reviewing pet food for quite awhile. He said “Green Pets  started as a pet food pantry so we have always had a keen interest in making sure pets eat nutritious food. Lately however it had become apparent that the vast majority of the name brand pet foods we reviewed were lacking wholesome fresh ingredients. The heating and manufacturing processing involved in making food into Kibble is a process, that by itself lessens the quality and nourishment in pet food. We felt that while we were recommending the best available, even the best was lacking. The entire pet food industry needs to change. So we have stopped rating all pet food manufacturers. We have created a separate nonprofit arm called Clean Pet Food Adviser to help change the pet food industry. We are focusing our efforts on clean labeling, and clean food just as is being done to change the human food industry”.

There is some good news however in all this. There are some pioneering regional and national pet food manufacturers that are making more wholesome pet food and using clean labeling as well. Clean Pet Food Adviser we will be focusing on those companies and sharing their views and research on those clean manufactures of pet food.


Clean Pet Food Adviser is a nonprofit, focused on changing the quality of pet food in America. The Clean Pet Food Adviser is focused on bringing transparency in pet food labeling and quality whole food pet food products to meet the demands of a pet wellness public.

To help change the pet food industry and to help your pet eat clean and healthy

 Subscribe to Clean Pet Food Adviser [cleanpet.org]. 


Clean Pet

Clean Pet

Welcome to Clean Pet.org.

The trust factor. The demand for honesty and transparency in the  foods we purchase for ourselves and for our pets has given rise to distrust of large food companies, said Steve Monahan Founder and Executive Director of Green Pets America Charities, Atlanta, Georgia.

Today we are seeing an explosion of interest in fresh foods, dramatically increased focus by consumers on the effects of food on their health and well-being and mounting demands for transparency from food companies about where and how their products are made, what ingredients are in them and how these ingredients are produced.clean pet

Consumers today have resources at their fingertips that make it easy for them to learn about the food they eat. There is a wealth of information on the internet about how food gets to them. As we learn more about what we and our pets eat, the ingredients used and how those ingredients are processed, that information will shape the products we purchase.

The next phase of the clean label phenomenon may resemble a recent move by The Beech-Nut Nutrition Co., which said in May it had started listing the percentage of each ingredient for its entire line of jar and pouch baby food products on its web site.

Increasing numbers of consumers are seeking more transparency from the food and beverage industry and shunning artificial ingredients, according to Packaged Facts, Rockville, Md. Eighty-seven per cent of Americans look at the Nutrition Facts Panel on packaged foods and beverages at least sometimes, while more than half (56%) actively seek out nutritional information and guidelines, the market research firm said.

Americans want clean pet food and clean pet food labels.

“In addition to the food we eat we also demand as pet parents the best for our pets as well. We want to know exactly what our pets are are eating as well,” said Steve Monahan Founder of Green Pets America Charities. Clean Pet has been created by Green Pets America Charities to help pet parents be informed consumers. Every day the pet parents we serve tell us they want to learn more about what they purchase for their pets to eat.

clean pet

Pet parents want transparency and honesty in the labels they read, the ads they see and the ingredients used in the manufacturing and the end food products they feed their pet. They want it in clean simple language. They also demand to know how those ingredients are processed, and made safe and clean for their beloved pet.


Clean Pet

10 year anniversary celebrated by green pets america

10 Year Anniversary Celebrated by Green Pets America

10 Year Anniversary Celebrated by Green Pets America. Green Pets is not your usual rescue the dogs nonprofit. Hi, I’m Steven Monahan, Founder-Executive Director of Green Pets America Charities. We are both an animal welfare and an animal rights organization. Green Pets America cover’s a lot of needs in our overarching vision to keep families and their companion animals safe and together.

As an “animal welfare” organization we are a compassionate and articulate voice for the safety and compassionate care of our beloved companion animals. As an “animal rights” organization we argue for a right to life for all companion animals through our Companion Animal Right to Life group, named CARLA.

The vision of Green Pets is in its name.  Pets; or more appropriately named companion animals are a precious resource to be sustained and not thrown away.  Green Pets believes our companion animals are not disposable but deserve a right to life and when in shelters must be rescued, renewed and rehomed. We were founded in Atlanta, GA in 2007. GPAC is a nationally recognized Gold Star Rated 501c3 Non-Profit Organization. Steve Monahan and GPAC were recognized by the State Senate of Georgia and other entities for their dedication to families and companion animals.

The concept for Green Pets America Charities was based on Steve’s desire to give a second chance at life for dogs sitting in death row kill shelters. Steve survived a terminal illness and felt compelled to help animals get a new chance at life, just as he was blessed to receive.

10 Year Anniversary Celebrated by Green Pets America

In the past 10 years, GPA have rescued, renewed and rehomed over 1,000 death row shelter animals throughout Georgia. Dog Food was given to places like Papas Pantry, Must Ministries, and The Cherokee Animal Shelter.  A need was filled by helping families keep their pets with them when the tough times hit.

Green Pets helped children needing service dog to help them live to the best of their abilities.

Green Pets is keenly aware a phenomenon called “Black Dog Syndrome”.  It’s a sad truth that leaves black dogs in shelters much longer than their tan furred brethren.  Just like certain breeds, dogs shouldn’t be judged on the color of their fur or their breed.

Green Pets helped honor our local working K9s by providing a fenced in area at the Woodstock police station for a K9 outdoor “break room”.  Our police K9 is on the job protecting us 24/7 and Green Pets America believes we all should love and celebrate these working officers, with the dignity, honor and respect they deserve.

Steve Monahan, Green Pets Founder, said; Green Pets is not your basic rescue the dogs nonprofit. In our day to day efforts, we seek to fill the gaps in animal welfare that exist in providing needed resources to ensure families and their beloved pets remain bonded and together in hard times.

We listen to families and their individual needs.  It may be helping with funds to pay for routine veterinary care for a beloved pet. Or emergency care when a dog or cat is injured.  It even means providing resources for spay and neutering. The State Senate of Georgia and City Council of Woodstock Georgia recognized Green Pets for their service to Georgia’s families and pets.

As Green Pets takes a moment to look back on the last 10 years, we look to the future not the past. We work for and look forward to the bright and shining day when our companion animals will  be cared for with compassion and have a right to life, just as we do. Our companion animals teach us how to live with one another in peace. They teach us unconditional love for ourselves and for one another.


IT'S Be Kind to Animals Week, May 7th through 13th

Be Kind to Animals Week, May 7th through 13th

IT’S Be Kind to Animals Week, May 7th through 13th.

A week dedicated to showing compassion for animals, is May 7th through 13th.

The week was started over 100 years ago by the animal welfare organization American Humane to increase humane education and animal welfare efforts.

The first Be Kind to Animals Week was held in 1915, a year after nearly 10 million horses used in fighting across Europe died during World War I.

Some suggestions for celebrating the week include adopting a pet from a shelter or rescue, donating to an animal rescue group, taking care of your pet, appreciating wildlife and reporting animal abuse.IT'S Be Kind to Animals Week, May 7th through 13th


Steven Monahan, Green Pets America Charities