Posted on Mon, Feb. 27, 2006

DAVID TWIDDY
Associated Press

KANSAS CITY, Mo. - Days after seeking to mollify customers' concerns about Greenies, the company that makes the country's top-selling dog treat finds itself still fighting through the fog.

Joe Roetheli, the chief executive of North Kansas City-based S&M NuTec, last week told reporters he would reconsider language on Greenies packaging saying the treats were 100 percent edible. He then said the company's own research showed dogs could digest only up to 85 percent of the treat, which he said is comparable to that of high-end dog food.

Roetheli said the company has since been inundated by phone calls from customers who are now concerned the treats, shaped like a bone on one end and a toothbrush on the other, aren't edible.

"In trying to clarify, we have confounded the issue," Roetheli said Monday in a written statement.

Chris Brandt, the company's general counsel, said in an interview that semantics is making the company's efforts complicated. He said the company considers the treats fully edible because they are made entirely with human-grade ingredients and don't include plastic, rubber or other inedible substances.

He said that's different from how well the dog can digest the treat, adding that almost all foods - for dogs or for people - include ingredients the body can't break down and must eliminate as waste.

"We don't want people thinking if it's 100 percent edible it's 100 percent digestible," Brandt said. "We're certainly looking into this. If we can clear this up, it's better for everybody."

S&M NuTec is on the defensive after a series of claims, and one lawsuit, from dog owners and veterinarians that undigested pieces of Greenies led to serious and sometimes fatal obstructions in dogs' digestive tracts. The company says the treats are safe and blames the problems on dogs not adequately chewing the treats or owners giving their dogs Greenies that are too big or too small for them.

Last week, Roetheli said the company would come out with new packaging to better warn owners to monitor their pets while feeding them Greenies and to feed them the right size treat.

On Monday, Brandt said the company would switch to the new labels by the end of the year, but he said he didn't have a specific date.

http://www.greenies.com/

In the wake of some highly publicized incidents of pet deaths, the makers of Greenies, a popular dog treat, say they will clarify the instructions on the packaging.

Some pet owners reported their dogs died after eating the treats, which they said failed to be properly digested and led to fatal intestinal obstructions.

"As with any product, the instructions are very important," said Greenies founder Joe Roetheli during a teleconference. "Greenies is recommended for dogs over six months of age and over five pounds," the company says on its Website.

"Feed the correct size Greenies for your dog's weight, as indicated above, one to two times daily as a treat. Greenies are not intended to be complete and balanced and therefore should not exceed 25% of your dog's daily diet," the instructions say.

Late last year a New York couple filed a $5 million lawsuit against Greenies' manufacturer, S&M NuTec, charging the treats are unsafe and inadequately labeled. The couple charged an undigested Greenie caused the death of their four year old Dachshund.

The company said the label on the package will be revised to clarify feeding instructions and will be printed in a larger type face. The green-tinted treats are in the shape of a toothbrush and are promoted as an effective way to prevent gum disease in animals and promote oral health.

http://www.consumeraffairs.com/news04/2006/02/greenies_instructions.html

Complaints spur maker of Greenies

Posted on Thu, Feb. 23, 2006
Firm to change package wording to ensure dog-treat safety

By DAVID TWIDDY
The Associated Press

The maker of Greenies, a top-selling dog treat, plans to change its packaging in response to complaints that the treat may pose a health hazard to some dogs.

S&M NuTec, based in North Kansas City, also said Wednesday it may remove a claim that Greenies were fully edible, saying its own study shows a dog can only digest up to 85 percent of the bone-shaped treat.

“What we’re interested in is the safety of the dog,” Joe Roetheli, the company’s co-founder and chief executive, told reporters during a conference call.

Roetheli said the company planned to enlarge and expand wording on packaging that tells dog owners to carefully monitor their pets when feeding them Greenies, and make sure they feed their dogs the right size of treat. The company has long warned that dogs who gulp their food or otherwise do not adequately chew Greenies could have trouble digesting the treat, as could animals eating Greenies that are too big or too small for them.

S&M NuTec has taken a beating in the media recently, as CNN and several newspapers and television stations across the country reported claims from veterinarians and angry pet owners that Greenies — 315 million of which were sold last year — were responsible for throat and intestinal blockages in dogs. According to CNN, at least 13 dogs have died in incidents involving Greenies.

In November, a New York couple filed a $5 million lawsuit against the company, claiming their miniature dachshund died last summer after surgery to remove an undigested piece of a Greenie from his intestine.

The U.S. Food and Drug Administration has received 25 complaints about the treat and is in the midst of an informal inquiry into Greenies. Roetheli said his company was cooperating.

While major retailers such as PetSmart Inc. are still carrying Greenies, some pet stores have removed them from their shelves.

Roetheli said he did not know whether the media controversy would significantly hurt sales, which totaled $340 million last year. “We’ve had good sales in some areas and sales are down in other areas a little bit,” he said. “Considering the publicity we’ve gotten, we’ve done pretty well.”

S&M NuTec has 94 employees at its headquarters in North Kansas City. It outsources manufacturing, packaging, warehouses, and shipping duties, providing jobs to an additional 450 to 500 workers.

Roetheli said his company regularly investigated complaints about Greenies and sometimes reimbursed pet owners for veterinary expenses or even to replace a dog that died. He estimated the number of times his company has reimbursed owners since he began selling Greenies in 1998 at “several dozen,” and that the 13 fatalities reported by CNN were “in the ballpark of what we’ve heard of.”

But he stressed that Greenies were fundamentally safe, considering the number of incidents involving millions of Greenies sold each year — a figure he put at up to one in 8 million, under the worst-case scenario.

He added that too little focus had been given to the ability of Greenies to help keep dogs’ teeth clean, saying complications from gum and tooth decay cut three to five years off a dog’s life. The treat bears the seal of approval from the Veterinary Oral Health Council.

http://www.belleville.com/mld/belleville/news/state/13975752.htm

Greenies Founder and CEO Strikes Back With the Facts

Cites Relative Low Risk of Dental Treat Versus Neglect of Dog Health

NORTH KANSAS CITY, Mo., Feb. 22 /PRNewswire/ -- Dr. Joe Roetheli, co- founder of the dental dog treat Greenies(R), today asserted that the risk of a fatal incident using his product is less than one in eight million, while dogs whose dental health is neglected have an 80 percent chance of developing periodontal disease that typically shortens their lives by 3-5 years.

"The incident rate with Greenies is incredibly low," Roetheli told journalists who called into a national telephone news conference conducted from Greenies headquarters in North Kansas City. "The worst-case scenario statistics we have seen has one incident reported for every 8.1 million Greenies sold. What some consumers may not know is that poor oral hygiene can shorten a dog's life by 3-5 years, or almost a third of a pet's life expectancy. By safely feeding a dog Greenies, an owner can avoid this silent killer."

Roetheli conducted the news conference after several news media outlets reported the claims of pet owners who alleged their dogs had been harmed after eating Greenies. Allegations have ranged from Greenies blocking canine intestines to dogs throwing up nearly two pounds of green matter.

"While we take all reports of animal distress seriously, it's unfortunate that some critics of Greenies feel the need to attack and hype publicity against a product that continues to do so much good and which has saved the lives of thousands of dogs," says Roetheli. "All we are asking for is fair treatment and an examination of the facts before anyone rushes to judge or unfairly tarnish a great product that is saving thousands of dogs' lives by safeguarding their dental health."

Roetheli said his company seriously considers all consumer complaints about Greenies, even those that might be exaggerated or provoked by recent publicity. "My wife Judy and I have had the experience of losing our pet dog, Ivan, to kidney disease and we know how traumatic it can be," he said.

The creator of Greenies also said the company will consider modifications to the product's packaging to ensure consumers understand proper feeding techniques, edibility and digestibility of the dental treat.

"In response to recent concerns, we are in the process of making the feeding instructions on the packaging more prominent. I want people to know that my wife and I started this company to improve the dental health of our dog, Ivan. As pet owners we understand the needs and concerns of all pet lovers and we'll always listen to what they have to say about our products."

http://sev.prnewswire.com/household-consumer-cosmetics/20060222/DCW07922022006-1.html

Top U.S. Veterinarians Say Greenies(R) Are Safe and Effective for Dogs

Friday February 17, 2:35 pm ET

Pet Doctors Advocate Leading Dental Dog Treat, Citing Health Benefits
NORTH KANSAS CITY, Mo., Feb. 17 /PRNewswire/ -- In a series of testimonials celebrating Pet Dental Health Month, leading U.S. veterinarians said today that Greenies® remain the best, most effective dental dog treat on the market and that they are safe for canine consumption when used as directed.

Support from the veterinarians and pet dental specialists from across the nation came in light of recent questions from some pet owners about the digestibility of Greenies®, which has been on the market and safely consumed by hundreds of thousands of dogs since 1998.

"I've been recommending Greenies® to my patients for years because of its beneficial effect in improving a dog's dental health by keeping teeth and gums clean," said Dr. Alan Mann of Greentree Animal Clinic in Pittsburgh, PA. "Dog owners love Greenies® because it improves a dog's breath and dogs seem to love the taste of the treats -- there has to be a reason that 650 million treats have been sold since Greenies® first hit the market."

Veterinarians also commented on the digestibility and edibility of the popular green treat in reaction to a lawsuit from a New York City couple who claim that Greenies® played a role in the death of their miniature dachshund.

Dr. Barron P. Hall, fellow of the Academy of Veterinary Dentistry from Cincinnati commented on the responsibility of pet owners to monitor their pet's chewing and eating behavior, "Just as a parent must be careful what kind of food a child puts into its mouth, it is a pet owner's responsibility to ensure they buy the right size treat for their dog and that their pet consumes every treat in an appropriate manner."

Below are other veterinarians recommending Greenies®:

Dr. Norbert (Pete) Zander, veterinarian at the Auburn Animal Clinic in Auburn, KS said, "We have had no problems with Greenies® in any way. I continue to suggest that the treat serves as an aid in keeping teeth clean while giving the pet a delicious snack."

"Greenies® are a very effective dental treat stunting the growth of tartar and plaque on dog's teeth," stated Dr. Larry Fischer of Western Hills Veterinary Hospital in Kansas. "Since dental cleanings on pets are done under anesthesia, the effectiveness of Greenies® in dental health reduces the number of dental anesthetics while saving money and avoiding risks."

The Veterinary Oral Health Council (VOHC) certified Greenies® in all its sizes to be effective in controlling plaque and tartar build up on teeth for all sizes of Greenies which are sized specifically for various weight categories of dogs. The VOHC is part of the American Veterinary Dental College. Greenies® is the only edible treat out of hundreds on the market to be certified for its oral health effectiveness.

About Greenies®

With over 650 million treats sold since 1998, Greenies® is the leading dental health treat on the market today. Greenies® has been proven to reduce tartar by 62% and gingivitis by 33% and is a practical solution to extend the time between professional cleaning of your dog's teeth. Greenies® was created by Dr. Joe and Judy Roetheli to quell their Samoyed, Ivan's, bad breath. They teamed with a well-known board certified veterinary nutritionist in the late 1990's to develop a dog chew treat formulated to control dental tartar, plaque and gingivitis, and formulated to taste great while reducing bad breath. The result was Greenies®, the original green smart treat®.

http://biz.yahoo.com/prnews/060217/dcf033.html

Owners: Dog treats killed our pets

By Greg Hunter and Pia Malbran

Wednesday, February 15, 2006; Posted: 10:47 a.m. EST (15:47 GMT)
Dog chewing on Greenie, the best selling dog treat in the United States.

KANSAS CITY, Missouri (CNN) -- At least 13 dogs have died after being fed the top-selling pet treat in the country, owners and veterinarians have told CNN.

The problem comes because the treats, called Greenies, become lodged in a dog's esophagus or intestine and then some veterinarians say they don't break down.

"I know they are marketed in saying that they do digest. Certainly the ones that we've taken out, esophageal or intestinal, that have been in for days are still very hard," Brendan McKiernan, a board-certified veterinary internal medicine specialist from Denver, Colorado, told CNN.

Greenies recommends owners check that the treats are chewed and Joe Roetheli - who launched the brand as a treat that can freshen a dog's breath and clean its teeth - said it was important to pick the correct chew for a particular dog. There are 7 different sizes to choose from depending on the size of the dog.

But most of the dog owners CNN talked to say they did follow package instructions and they still had a problem.

Mike Eastwood and his wife, Jenny Reiff, recently filed a $5 million lawsuit in New York, blaming Greenies for the intestinal blockage that caused the death of their dog Burt.

"I'm mad that their packaging states that the product is 100 percent edible, highly digestible and veterinarian approved, yet our dog died of it," Eastwood told CNN.

S&M NuTec, which manufactures the toothbrush-shaped chew, won't comment on the case but in court papers denied the allegations.

Roetheli said the focus should be on the dental benefits and Greenies are saving dogs' lives by lowering the risk of periodontal disease.

He says feeding Greenies is far safer than putting a dog under anesthesia to clean teeth.

"Dogs really love the product!" he said. "They do a very effective job of cleaning teeth and freshening breath."

Any suggestion that Greenies are defective was rejected by Roetheli, who developed Greenies with his wife, Judy.

"Our product is safe. It is used every day by thousands of dogs, millions a week and it is basically a very safe product."

A CNN investigation uncovered 40 cases since 2003 where a veterinarian had to extract a Greenie from a dog after the treat became lodged either in the animal's esophagus or intestine. In 13 of those cases, the pet died.

One of those was Tyson, Josh Glass and Leah Falls' 8-month-old boxer, who was taken to Brent-Air Animal Hospital in Los Angeles, California, where vet Dr. Kevin Schlanger found the animal had a blocked intestine.

"It was very clear that it was something dense and firm that had caused the obstruction," Schlanger said. He removed a Greenie from the intestine.

McKiernan's says his Denver clinic has seen at least seven cases in the past five years, which he says is an unusually high number. That prompted him to start researching and writing a paper to warn other veterinarians of the problem.

He says his research, which he hopes to get published in a veterinary journal, shows compressed vegetable chew treats, of which Greenies is the most popular, are now the third biggest cause of esophageal obstruction in dogs behind bones and fish hooks.

The federal Food and Drug Administration says it's looking into eight consumer complaints about Greenies but has no formal investigation.

The issue has also been the topic of news reports across the country.

The chews are made of digestible products like wheat gluten and fiber, experts say, but the molding process makes the treat very firm and hard.

Roetheli, who runs S&M NuTec from Kansas City, Missouri, says Greenies do break down when properly chewed and swallowed by a dog.

He told CNN that any product has the potential to cause an obstruction in a dog and that Greenies packaging warns dog owners to monitor their dog to ensure the treat is adequately chewed. "Gulping any item can be harmful or even fatal to a dog," the package says.

The company's Web site addresses the issue in its FAQ section with the question "When giving an animal Greenies, does it affect their digestive system?" The answer "The only time dogs would be unable to digest anything would be if they didn't chew it up before they swallowed it. Canine and Feline Greenies are highly digestible when chewed."

The company says the number of complaints it has received is very low in relation to the vast numbers of treats sold, and CNN spoke with several vets who recommended Greenies.

Introduced in 1998, we found Greenies now selling for about $16 a pound. Last year, 325 million individual treats were sold around the world, nearly three times the sales of its nearest competitor Milk Bone, according to the marketing company Euromonitor International.

"At the end of the day ... literally millions of Greenies are enjoyed by dogs on a weekly basis with absolutely no incidents," company vet Brad Quest told CNN.

http://www.cnn.com/2006/US/02/14/dangerous.dogtreat/

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