“The extent to which Americans project their own food qualms and biases onto their pets has lately veered off into the absurd. Some of AFB’s clients have begun marketing 100 percent vegetarian kibble for cats. The cat is what’s called a true carnivore; its natural diet contains no plants. Moeller tilts his head. A slight lift of the eyebrows. The look says, “Whatever the client wants.”

“The extent to which Americans project their own food qualms and biases onto their pets has lately veered off into the absurd. Some of AFB’s clients have begun marketing 100 percent vegetarian kibble for cats. The cat is what’s called a true carnivore; its natural diet contains no plants. Moeller tilts his head. A slight lift of the eyebrows. The look says, “Whatever the client wants.”

— Mary Roach