However, a lawsuit filed by Purina suggests that laboratory tests of Blue Buffalo products actually contain between 22 and 24 percent flour, eggshell and feathers. Purina's civil suit is pushing for Blue Buffalo to release details of all ingredients in its products due to false advertising. Blue Buffalo claims the error occurred at the processing plant due to a lack of proper procedures used. (Brown, 2014) While errors in processing may occur, Blue Buffalo did not show due diligence in testing their products to ensure that customers purchased the quality products advertised. While researching Blue Buffalo, a quote from William Bishop describes how easily it entered the pet food market due to high margins and low barriers to entry. Essentially, Bishop said someone interested in entering the market would only need to outsource production to a contract manufacturer, affix a label and determine a slogan. Bishop said: "There was already a lot of smoke and mirrors in the way pet food was advertised, and it was the kind of thing we were good at." (Barret,