Pet Gazette 2013 08 Aug

PET GAZETTE August 2013 www.petgazette.biz ISSN 2046-7303

Coming out to play Cat toys to bring out the hunting instinct

Setting the scene The growing interest in aquascaping

Taking stock Catering for gun dog owners

02 | August 2013

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August 2013 Contents

THIS MONTH

Editor’s letter

News 4 The latest stories and product innovations in the pet sector

A weighty issue

17

Chief executive of the PFMA Michael Bellingham launches the second phase of Weigh in Wednesdays to encourage owners to improve their pet’s health

Nature trail

18

Daniel Haddad reveals more about his role at Almo Nature, the Italian company that was at the forefront of the trend towards more natural foods

Tax

20

In the first of a series of business advice articles, Affinity group manager David Marples helps explain the complex issue of tax on goods and services in the pet industry

Taking stock

22

Catering for the owners of gun dogs

Coming out to play

26

Cats need a wide range of toys to nurture their hunting instincts and promote natural behaviour

Dedicated followers of fashion

30

Renowned for its innovative approach, Hemmo and Co has brightened up the pet sector with its range of colourful and trendsetting pet accessories

Small teeth, big problems

32

Lauren Morton discovers that just as cats and dogs need a dental care regime, so too, do smaller animals such as rabbits, guinea pigs and hamsters

Teaching an old dog new tricks

36

Waltham Centre for Pet Nutrition discovers that by feeding the correct diet and keeping their pets fit, owners of older dogs can ease their journey into old age

Reptile business

42

The latest news from the reptile sector including comment from John Courtney-Smith on the state of the trade today

Aquatic business

45

A round up of news and products for the aquatics sector

Setting the scene

46

Aquascaping can be enjoyed by many, from the novice to the more experienced hobbyist, says marketing executive at biOrb Patrick Inwards

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At last it seems that the summer has finally arrived and we are enjoying Mediterranean-style temperatures but as we are basking in the heat this is a good time to remind customers about the care of their pets in hot weather.

UK veterinary charity PDSA has issued guidelines on keeping animals safe during the summer. Senior vet Elaine Pendelbury says: “Pet owners need to be aware of the harm that hot weather can cause to pets. Their smaller body size makes them particularly susceptible to heatstroke, so it’s up to owners to spot the signs and ensure they remain happy and healthy in the heat.”

Symptoms of heatstroke include excessive panting and salivation and obvious distress. The charity also offers top tips such as walking pets in the morning and evening; offering access to fresh water at all times; not exposing pets either in hutches or cages, or directly, to hot sun; and offering access to shaded areas.

Other animal welfare charities have also been inundated with calls from people who have seen dogs left in hot cars – the RSPCA reported that during the course of one weekend in July when a certain Scottish tennis player won Wimbledon – and the temperatures reached 90ºC –350 calls came in about animals trapped in hot cars. When you consider that leaving a dog in a hot car has the same effect as cooking it alive in a microwave – a few gentle reminders to owners could avoid such a horrendous death.

I hope you enjoy this issue.

Sam Guiry sam@petgazette.biz

August 2013 | 03

NEWS

PET GAZETTE Established 2008

Pet companies offered key advice on trading abroad

Editor

Sam Guiry

sam@petgazette.biz Editorial Assistant

Lauren Morton

laurenmorton@petgazette.biz Production Assistant

Maddison Mears

copy@petgazette.biz Advertisement Manager

Michele Rogers

michele@petgazette.biz Accounts

Maureen Scrivener

accounts@petgazette.biz Customer Services

01206 767 797

customers@mulberrypublications.co.uk Contributing writers

Michael Bellingham, John Courtney-Smith, David Marples, Patrick Inwards Front cover

Image courtesy of Graham Burton of Clementwood Gundogs.

Photography by Kirsty Cussens: www.indagodogphotography.co.uk Design

Arthouse Publishing Solutions Ltd 01394 410 490 contact@arthousepublishing.co.uk

The Pet Suppliers & Manufacturers’ Association (PSMA), a division of the Pet Industry Federation, has recently added a new benefit for its members.

As more UK manufacturers and brand owners look to expand their sales, PSMA has set up partnerships in the USA and the EU, including Poland and the Czech Republic to help companies understand how to trade in these countries.

CEO of the PFI Nigel Baker, commented: “Having spent most of my working life in pet food manufacturing, I always aimed to build businesses with strong export sales. Attending international trade shows is only one element of being a successful exporter. If you don’t understand how the market operates, as well as pricing, margins, logistics, languages and route to market (including distributor or distributor

plus wholesaler, direct sell), then you will have potentially wasted your money attending a trade show.”

The PSMA’s new partnerships benefit its members by uniting UK companies that wish to export with experts in the target country.

The PFI’s experts have spent a lifetime in the pet industry and have operated successful businesses in the target export country. By utilising a PSMA expert members can cut through the red tape and drastically shorten the learning curve to achieving successful exports. Initial consultation with the expert is free, and thereafter PSMA has negotiated a discount for utilising the expert’s services.

Nigel added: ‘The PSMA experts will help you avoid some of the pitfalls that are so easy to step in to, including cultural and language barriers. I can recall an instance where a product label that said “may contain nuts” was translated into German and the incorrect translation of nuts was used! Our experts will also determine if your product is export-ready and could achieve export success.’

A seminar on PSMA export opportunities is currently being planned for members. More details will be available soon. For further information call 01234 273 933 or email lisa.pawsey@petfederation.co.uk stating which countries you are interested in exporting to.

Pug owners offered enhanced insurance cover for risk of theft

ISSN 2046-7303

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The editor and publishers do not guarantee the accuracy of statements made by contributors or advertisers, or accept responsibility for any statement that they express in this publication. The opinion of the contributors may not necessarily be the opinion of the publishers. Articles are considered for publication on the basis that they are the author’s original work. No part of this publication may be reproduced, stored in a retrieval system, or transmitted in any form or by any means, electronic, mechanical, photocopying or otherwise, without the permission of the publishers.

04 | August 2013

New company, Bought By Many has teamed up with Petplan to launch a pet insurance policy designed specifically for pugs, which provides enhanced cover for key issues such as theft.

In January, DogLost reported that in 2012 it received 3,500 reports of dog thefts in England alone including pugs. This is an increase of around 17 per cent on the previous 12 months. Pugs are also particularly prone to eye, nasal and intestinal health issues.

“In the UK, more people search online for pug insurance than for any other breed of dog”, said Steven Mendel, CEO and co-founder of Bought By Many. “Pugs’ sociable nature, diminutive

size, and financial value sadly make them a target for thieves, so insurance that covers the risk of theft is a must”.

Bought By Many helps consumers club together in groups to get a better deal on insurance and the bigger the group, the better the offer they can negotiate. Pug parents can join the group, get a quote, and apply online via the Bought By Many website www.boughtbymany.com

Pet Munchies new range works a treat Pet Munchies has recently introduced a new product to its popular range of gourmet dog treats.

The Chicken and Calcium Bone is 100 per cent natural real chicken wrapped around a calcium bone and is described by the company as “the ultimate treat for growing dogs.” The

calcium can aid in the development of teeth and bones and the treat is low in fat, with no artificial preservatives, additives, colours or flavours.

All treats in the range are made with human grade quality meat.

For further information contact info@petmunchies.com

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NEWS

Natural Instinct announces new appointments Natural Instinct has been one of the major success stories of the pet food manufacturing industry in the UK over the past few years.

The company, which introduced its special range of recipes based on the BARF (Biologically Appropriate Raw Food) diet onto the market, has experienced rapid growth in recent times doubling its factory space at its Camberley base, while at the same time increasing its number of employees. The company recently announced further expansion with the appointment of several new key staff members.

Natural Instinct will now be led by chairman Karl Brackhaus who since the early days of the company has been financing and supporting its rapid growth. Kate Brooks joins as sales and marketing manager, while Sonja Kasalovic becomes the company’s supply chain manager working closely with the customer support team.

Longstanding members of Natural Instinct, wholesale manager Anthony Smallman and business support manager Jo Taylor are combining their wealth of expertise in the pet food industry to strengthen and increase links between the company and the wholesale customers and retail outlets. Also joining this wholesale team is Christina Taylor. Finally, Natural Instinct’s production team is to be led by Atilla Szeghalmi and his brother Janos Szeghalmi.

Commenting on the new appointments, Karl Brackhaus said: “Nothing has changed at Natural Instinct in terms of delivering quality products and a great customer service. We have implemented these changes in management to ensure that we continue to offer all our customers some of the best BARF diet products on the market and that we offer a seamless service to all pet owners, wholesalers and retailers.”

New ‘Working in Pet Shops’ course at the ACC

Image: CollegeDegrees360

The Animal Care College has introduced a new level 3 LASER accredited cer tification on Caring for Animals: Working in Pet Shops, which is a 10-week online shor t course.

The course run by the college, which has been open for over 30 years, is acceptable to licensing officers and EHOs. The college also provides short courses on health, safety and associated legal issues and a suite of QCF awards to help students make the most of their opportunities while they are learning, which many students and businesses have found very useful.

The college begins by helping potential students to carefully select those courses which will be most useful to them with a telephone interview. However, once they have chosen a course, they are then asked to register as a student (a fee of £10). The course

E-petition launched to raise awareness of rabbit welfare crisis

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is then designed around them and submitted to them for approval.

Anyone working professionally with animals is expected to show competence in their care and having a recognised, accredited certificate in their area of expertise is essential for maintaining or acquiring a pet shop licence.

For full details call 01344 636 436 or email info@animal.carecollege.co.uk

Camp Nibble, a charity dedicated to rehoming rabbits and rodents, has started a petition in order to raise awareness of the current rabbit welfare crisis in the UK. The charity, based in Leeds, West Yorkshire is running the e-petition to urge the government to introduce a code of practice for the welfare of domestic rabbits as the first step, to encourage future changes to legislation.

This comes after it was recently recognised that rabbits are the most neglected and cruelly treated pet in the UK. Despite being a small charity, Camp Nibble hopes the petition will increase awareness of rabbit welfare and demonstrate the strength of the public support. So far, the petition has obtained 5,500 signatures but the charity needs to acquire 100,000 signatures within one year and those interested in supporting the cause can sign up at www.campnibble.com/petition.html

August 2013 | 05

NEWS

Experts warn that fatal parasite is endemic in the UK Vets have warned that the potentially fatal lungworm parasite has reached endemic proportions in the UK. Evidence from the Royal Veterinary College suggests the parasite has spread across the UK, from its traditional habitat in the south, to the northern regions, with one in five vet practices reporting at least one case of the parasite.

The Angiostrongylus Vasorum parasite, carried by common slugs and snails found in the typical UK garden, is thriving thanks to last year’s second wettest weather on record and this year’s damp spring.

Further research among 2,000 UK dog owners by Bayer Animal Health also discovered that 84 per cent of pet owners do not know the symptoms of the parasite and 50 per cent do not know the risks of infection.

Dogs can become infected by unsuspectingly eating slugs or snails carrying the lungworm

larvae. Once inside the dog’s system, the parasite travels through the body eventually ending up in the heart. Untreated, the dog’s health can rapidly deteriorate, often resulting in death.

Veterinary surgeon and award-winning TV spokesperson, Luke Gamble, said: “Lungworm has continued to spread at an alarming rate in the UK and while dog owners are becoming more aware of the parasite, there is still a real lack of understanding as to the warning signs associated with the condition, including breathing difficulties, a lack of energy, coughing, persistent bleeding, or general signs of being unwell.”

To help educate dog owners about the infection and encourage vigilance of the telltale signs, the ‘Be Lungworm Aware’ campaign has been set up by Bayer Animal Health offering support and education to owners and vets. For details visit www.lungworm.co.uk

Danish Design’s new website Danish Design has unveiled its new look website that provides quick and simple access to its pet products. Created by Danish designer Susanne Mortensen, the company’s range is described as, “providing style, comfort and functionality for any discerning pet and owner.” This includes dog and cat beds, dog coats, toys and accessories such as the universal car seat cover. The website contains all the up-to-date product ranges and information and the company adds: “We are extremely pleased with the new look website and it has now been brought up-to-date to match all other marketing material, reflecting the look of our branding.”

Go to www.danishdesign.co.uk

New trade marketing manager for FURminator and 8in1 Spectrum Brands Pet Division has appointed Alex Hinton as the new trade marketing manager for FURminator and 8in1.

Alex has a wide range of experience within the marketing environment, beginning his career as a marketing assistant at the Thomson holiday company. He then progressed to a senior product marketing role for the small domestic appliance brand, Breville, where, he learned many varied skills including strategic product development, trade marketing, advertising and promotions.

06 | August 2013

Alex commented: “As an animal lover and marketer this is an exciting new role for me. I’m looking forward to moving these premium brands forward and working with retailers to help develop their marketplace.”

A cat’s defence against stress The Feline Fort, developed by Cats Protection, offers hospitalised cats a place to hide, a behaviour which research suggests reduces stress.

Cats Protection, the UK’s leading feline welfare charity, has developed the Feline Fort in conjunction with scientific findings by Dr Rachel Casey, senior lecturer in Companion Animal Behaviour and Welfare at Bristol University, who conducted research into the effects of providing cats with hiding enrichment.

The studies, carried out at Cats Protection adoption centres, demonstrated that the welfare of cats in care is greatly improved by providing them with somewhere to hide.

However a recent questionnaire conducted at the annual British Small Animal Veterinary Association (BSAVA) congress 2013 showed that over 60 per cent of veterinary practices do not currently provide a hiding place for the cats in their care.

The Feline Fort is a three-piece unit consisting of a cat step, a table and a hide, that is both easy to disinfect and durable. It can be used in a variety of configurations and allows cats to increase their vertical space, letting them feel safe and secure in their environment.

For more information go to www.cats.org,uk

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August 2013 | 07

NEWS

Dodson & Horrell launches pet greyhound food Dodson & Horrell and Retired Greyhound Trust have joined forces to develop a pet greyhound food, designed to meet their specific nutritional needs, with £1 from every pack sold being donated to the charity.

Dodson & Horrell has been manufacturing quality animal feed for just under 75 years, with the well-known Chudleys Dog Food remaining one of the company’s flagship brands.

The nutritional recipe of Pet Greyhound was developed with a top animal nutritionist and it contains omega 3 fatty acids and mobility herbs for healthy joints and 19 per cent protein and trace nutrients for an improved coat. It aids the digestive and immune systems with functional fibres and prebiotics and is rich in chicken, making it ideal for fussy eaters.

Sam Horrell, Dodson & Horrell marketing director, said: “We are delighted to be working with the Retired Greyhound Trust on Pet Greyhound and have pledged a £1 donation to them for every bag of Pet Greyhound that is sold, to help it continue its vital work rehoming thousands of greyhounds each year in Britain.”

Pet Greyhound is available from Retired Greyhound Trust Branches and affiliated rehoming centres, as well as the Dodson & Horrell online store.

Crufts winner embarks on a Jolly Jaunt Petit Basset Griffon Vendeen Jilly (otherwise known as Crufts Best in Show winner 2013) took owner Gavin Robertson and friends on a rather long walk recently.

In fact, the group went on a 130-mile walk to raise funds for Great Ormond Street Children’s Hospital, DogLost and the Kennel Club Charitable Trust.

‘Jilly’s Jolly Jaunt’ involved over 65 walkers and their dogs accompanying Gavin and Jilly for five miles each from the NEC in Birmingham, along the Grand Union Canal, to Great Ormond Street, dropping in at various locations along the way. Among the walkers was Amelia Siddle, who won the Junior Warrant Finals at Crufts with pointer Flo. A talented artist, she also produced the artwork for the event.

The aim was to raise £25,000 and the target was exceeded early on and Gavin is now hoping to reach £40,000 by August 1.

As well as fundraising, Gavin also wanted to take the oppor tunity to promote healthy, happy dogs and showcase some of Britain’s more vulnerable breeds. The Otterhound, Dandie Dinmont, Sealyham, and Skye, Welsh and Glen of Imal Terriers were just a few of the more unusual breeds stepping out, along with many others.

Royal Canin supported the event with a cash donation, supplying clothing for all the walkers, and providing the signwriting for Gavin’s team’s van. Royal Canin breeder business manager Paddy Galvin said: “Jilly is a true champion, and going from Crufts Best In Show to a 130-mile walk just proves it. I think the owners found it harder work than the dogs, but it is a great achievement and we are delighted to have been involved in fundraising for such good causes.”

Readers can donate to Jilly’s Jolly Jaunt at http://uk.virginmoneygiving.com/Jillysjaunt

Stylish storage solutions Creator of products for both professional groomers and pet owners, Roo Pets has launched a grooming storage collection. The personalised and durable storage cases offer the ideal solution for pets’ hygienic and play needs. The company says: “These beautifully designed cases are inspired by our love for pets, yet they maintain an elegant style and a true sense of personalisation.”

The cases are available in four sizes and design features include fold-out trays, drawers for smaller items, larger main compartments for toys or bulky objects and several dividers, all of which can be removed or moved around.

Designs includes the Moonshine, Mamba, Mombasa and Safari with the Moonshine being the largest in the grooming storage range at 55

08 | August 2013

centimetres tall, to the smallest case, the Safari, ideal for storing pets’ nail cutters, scissors and other grooming-related accessories.

For more information email info@roopets. com or go to www.roopets.com

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To make a trade enquiry, visit missinglinkforpets.com/pet or call 08450 60 60 70August 2013 | 09 www.petgazette.biz

NEWS

Nature’s Feast pledges to support the UK’s farmers Nature’s Feast, one of the UK’s leading brands in the wild bird care market, has introduced a new initiative that will help secure the future survival of the nation’s farmland.

Officially launched at this year’s Gardeners’ World Live, the brand has pledged to support farmers operating in an environmentally-friendly way and where possible, source as many raw ingredients for its range of birdseed from UK farmers who are signed up to the Environmental Stewardship (ES) Scheme. The scheme is delivered by Natural England on behalf of the Department for Food, Environment and Rural Affairs (Defra).

Rachael Dickinson, senior brand manager at Westland, commented: “Our customers can be assured that through buying Nature’s Feast they are not only helping Britain’s birds, but also

conserving and safeguarding the countryside for future generations to enjoy.”

The ES Scheme also supports efforts to reverse the decline in farmland birds, such as the skylark, with more than 18,000 plots providing a suitable habitat for breeding pairs during breeding season.

A selection to spoil small dogs Town & Country Petfood’s ultra premium pouch dog food is now available in multipacks.

HiLife Spoil Me! is a range of natural, ultra-premium recipes created specifically with smaller dogs in mind. There is a choice of two six by 100 gram pouch multipacks: the Classic Collection Cooked in Broth and the Succulent Selection Set in Jelly. The Classic Collection

offers Chicken with Beef, Rice, Beans, Carrot and Peas or Chicken with Tuna, Rice, Beans, Carrots & Peas.

The Succulent Section offers a choice of Flaked Chicken with Beef or Flaked Chicken with Vegetables.

Extended licence for Pestigon for cats Pestigon for cats has been granted an extension to its licence, which now sees it indicated against the Ixodes ricinus tick.

Pestigon, launched in August 2012, is Norbrook Laboratories Ltd fipronil spot on solution against fleas and ticks in cats and dogs.

The cat product was previously indicated against Dermacentor reticulatus but now has a killing effect within 48 hours with efficacy for up to two weeks on both this and the Ixodes ricinus tick. While the Pestigon dog spot on offers efficacy against the Dermacentor reticulatus, Rhipicephalus sanguineus and the ixodes ricinus tick.

Michelle Jones, Norbrook’s small animal brand manager commented: “The Ixodes ricinus tick is one of the most common ticks found in the UK. Pet owners need to be aware that choosing a treatment that kills ticks as well as fleas is vital, with ticks potentially spreading diseases such as Lyme disease.”

10 | August 2013

“Pestigon is only available through veterinary practices, which means that pet owners have to visit their practice to purchase this flea and tick treatment. They can therefore receive expert advice at the point of purchase and discuss any concerns they may have,” she continued.

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NEWS

Ancol’s new Few pet owners catalogue out now make plans for Pet accessories expert Ancol has announced that its new 2013/14 trade catalogue is now available and includes everything that your customers need for their dogs, cats and small animals.

The company says: “The catalogue features more new and improved products than ever before with items such the Indulgence Fashion collection of collars and leads, Riviera and Tartan bed ranges and additional shampoo and cologne fragrances to name a few.”

The winner of the company’s successful Dog Model Competition, Monty, graces the front cover, with plenty of other finalists modeling throughout the catalogue.

To request a catalogue email sales@ancol.co.uk

Westcotts premium dog food now available

Animal health care expert, the Animal Health Company, has launched a premium new dog food.

Developed for the competition show dog, Westcotts provides a number of health benefits for canines with skin complaints and specific dietary requirements.

Containing the canine supplement HyperCoat Prime, also produced by the Animal Health Company, the new dog food provides essential omega oils and fatty acids needed to maintain a healthy skin condition and show-winning coat.

Available in two kilogramme and 12 kilogramme bags, the quality feed comes in the form of a crunchy kibble and contains calcium and phosphorus promoting healthy, strong teeth and bones. Formulated with high levels of chicken and rice, Westcotts is ideal for dogs with a sensitive digestive tract. It is also free from dairy, eggs and wheat-gluten and is hypoallergenic, probiotic and has no added flavourings or preservatives.

For more information call 01787 476 400 or visit www.animal-health.co.uk

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their pet’s care According to new research published by rescue and rehoming charity the National Animal Welfare Trust (NAWT), only one in five pet owners know who will care for their pets in the event of an emergency.

Results suggest only 18 per cent of cat owners have a plan in place for an emergency compared to 28 per cent of dog owners, despite cats being found to be the more popular pet. In response, the charity has launched its campaign Tails of the Unexpected, to help the 80 per cent of pet owners who have yet to make plans for unexpected situations.

The campaign features an online guide to take owners through the planning process, including a set of pet lifestyle and care forms (for dogs, cats and small furry pets) for owners to complete and keep safe with other important documents like vaccination records and insurance details.

NAWT chief executive officer Clare Williams said: “Thinking about care for their pet in times of emergency is something many pet owners only consider in passing. Our new campaign aims to help people take the process one step further.”

Go to www.nawt.org.uk/tailsoftheunexpected

Human and pet funeral worlds unite at major exhibition For the first time in its history, Britain’s premier funeral exhibition included a stand dedicated to pet services, paving the way for a closer working relationship between the two sectors.

The Association of Private Pet Cemeteries and Crematoria’s (APPCC) stand was one of the busiest at the National Funeral Exhibition at Stoneleigh Park, Warwickshire.

Nick Ricketts, chairman of the APPCC, said his organisation’s successful debut at the threeday event shows the emerging importance of pet funeral services. He added: “We were delighted with the amount of interest we attracted and I think it reflects the growing awareness that pets are family too, which was the very apt slogan above the stand.

“We are now considering launching a new pet funeral arranger scheme in liaison with funeral directors and other organisations such as vets and pet shops,” he continued.

Funeral firms participating in the new scheme would become ‘APPCC-officially approved pet funeral arrangers’ and would be able to use the organisation’s special logo in promotional literature. They would visit the

premises of their nearest APPCC member to become fully grounded in standards, options and procedures operating in the pet world.

Mr Ricketts said the APPCC’s stamp of approval would ensure public confidence in the scheme, as it is the only European organisation setting standards specifically designed for pet owners.

For more information visit www.appcc.org.uk

August 2013 | 11

NEWS

Royal Canin rolls out cat campaign to boost business Royal Canin is rolling out its’ third ‘Summer of the Cat’ programme to encourage more cat owners into the specialist pet trade and keep them coming back for more.

The focus on cats comes as cat ownership, and the number of multi-cat owners, continues to rise, and with two thirds still being fed

via the grocery sector there is a massive opportunity for the specialist pet trade.

“Converting new customers and rewarding existing ones for their loyalty are the key objectives for ‘Summer of the Cat’ and now that we are into our third year we are adding new elements” commented Royal Canin retail marketing manager Gemma Duffield.

“It’s all about creating excitement and building awareness of what the specialist pet trade can offer, so that together we can offer more cats the benefits of health nutrition, and help retailers grow their business,” she added.

This year’s activities include a Rescue Cat of the Year competition, store demonstration days, product and price promotions, a window display competition and merchandising package.

Stocking up for summer Now that summer finally seems to have arrived, many pet owners may be anticipating the unwelcome return of unsightly urine burn patches on grass and lawns.

A popular selling product at this time of year, Dog Rocks is a 100 per cent natural prevention and cure to pet urine burn marks.

The product has been in the Australian, UK and European market for over eight years with over a million sales worldwide.

The company says: “Dog Rocks will dispel every pet owner’s fear of allowing their dog to roam free in their garden. Dog Rocks will help to stop pet urine killing grass, box hedge and shrubs in one quick cock of the leg or delicate squat.”

It is 100 per cent natural, endorsed by vets, cost-effective, safe and non-medicinal and it can simply be added to the dog’s water bowl. For further information go to www.dogrocksus.com

TopLife refreshes its pet milk packaging designs TopLife Formula, the range of natural pet milks, treats and food for dogs, puppies, cats and kittens has unveiled new packaging designs across its pet milk range.

The pet brand, owned by speciality dairy, Delamere Dairy, has overhauled the design and format of its 200 millilitre cartons, moving to a more convenient screw cap version, which will hit the shelves over the next few months.

12 | August 2013

The company says: “The new look brings more vibrancy and fun to the TopLife range, as well as highlighting the digestibility of goats’ milk for pets, which is to be introduced across the entire range.”

Currently, Milk for Cats is made with a lactose-reduced cows’ milk and will make the move to goats’ milk later this year. Most pets love the taste of milk but some can face digestive problems with ordinary cows’ milk

which is why TopLife Milks are moving to 100 per cent goats’ milk.

The introduction of a new screw cap format makes the product re-sealable and more convenient for consumers, especially for those with a single pet who use TopLife milks as a treat over a number of days, as well as for dog and puppy owners who use the milks when out and about.

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NEWS

Lost pets are fast becoming a major problem in the UK Sainsbury’s Bank Pet Insurance is urging cat and dog owners to consider having their pets electronically chipped, because its research reveals that around 60 cats or dogs go missing in the UK every hour.

Its findings show that over the past five years 2.54 million people claim to have lost a dog or cat, with 830,000 being reunited thanks to their pets being chipped. Research also indicates that around 25 per cent of all dogs and 45 per cent of all cats are not currently chipped, resulting in 38 per cent of pets not being reunited with their owners.

Suzi Lavin, Sainsbury’s Pet Insurance manager, said: “It is extremely alarming quite how many cats and dogs go missing in the UK every day. The loss of a pet can be very upsetting and stressful for owners, but having their pets chipped should increase the chances of finding them again.”

The Environment Secretary recently announced that all dogs in England should be

chipped by 2016. A vet can microchip a dog or cat very easily by inserting a tiny microchip under the animal’s skin. The procedure is quick and painless but if the pet is lost and found, the microchip, which has a unique code, can be scanned and matched to the owner’s contact details, which are kept on a database such as PetLog.

RCVS Charitable Trust relaunches

Staff at Burns complete over 50 years voluntary service with fire service Employees at Burns Pet Nutrition don’t just produce dog food, they also take time to put something back into their local community.

The company – which has its headquarters in Kidwelly, Carmarthenshire – has five members of staff who have notched up 57 years of service between them working on a voluntary basis for the Mid and West Wales Fire Service.

Maintenance manager Peter Morris; Mike Fitzpatrick who works in the warehouse;

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graphic designer Spencer Chilvers; and mechanics Wayne and Chris Eldred answer 999 calls both during the day and evenings helping to put out fires across the region.

Commenting John Burns said: “We are extremely proud of our staff members who are not only enthusiastic employees but are also extremely brave members of the local fire service. Fire fighters put their lives at risk every day and play such a vital part in protecting us all.”

The RCVS Charitable Trust, has announced a complete rebranding that includes a change of name to RCVS Knowledge and the refocus of its mission on supporting the flourishing evidence-based veterinary medicine (EBVM) movement across the globe.

For the past 50 years, the charity has been known as a small funder of veterinary research and the home of the only freely-accessible library for the practising veterinary community in the UK. Nick Royle, executive director of RCVS Knowledge said: “RCVS Knowledge is a name that encompasses our three core offerings: historical knowledge represented by our valuable Historical Collection; present knowledge, represented by our library; and future knowledge, represented by the new evidence-based veterinary medicine project, which is underpinned by our grants programme.”

The RCVS Knowledge relaunch comes as the charity refocuses its efforts to become a global intermediary for EBVM, a direction reached following a period of consultation, and on the back of a successful symposium on the subject held at the end of 2012.

RCVS Knowledge’s library and information service will be redesigned to make it much more than shelves of journals, but rather a resource with the capacity to steer first-rate care and innovation, and an information engine capable of driving evidence-based veterinary medicine at a global level.

The Grants and Awards program, for which the former RCVS Charitable Trust has been known, will be redesigned to celebrate professional excellence and to address gaps in veterinary knowledge.

August 2013 | 13

NEWS

Doggy diet club success stories Butcher’s Pet Care has released the findings from its first ever Doggy Diet Club, which saw a group of overweight dogs take part in a unique feeding trial designed to test its new Lean & Tasty range.

In five months all nine of the overweight dogs on the experiment saw a significant weight loss totalling more than four stone. The dogs were aged between four and 15 years old and were overweight due to a variety of reasons including medical issues and simply eating too much.

During the trial, the owners were supplied with Butcher’s Lean & Tasty which, the company says, “has 30 per cent less fat and added L-Carnitine, a naturally occurring nutrient which helps dogs to convert fat into energy.” Now that the dogs have reached their target weights, (as set by Kennel Club breed standards and/or by their vet) their Lean & Tasty diets have been recalculated to a weight maintenance programme.

Clare Scallon from Butchers Pet Care, commented: “It’s our responsibility as pet owners, to make sure our dogs get a healthy, balanced diet. By simply swapping to Butcher’s Lean & Tasty, dogs get 30 per cent less fat but at the same time the same meaty goodness they love.”

To find out more about the Lean & Tasty range go to www.butcherspetcare.co.uk

Pets prove to be a child’s best friend

Medicanimal.com partners with Maxymiser to accelerate online growth MedicAnimal, one of Europe’s largest online retailers of veterinary products and pet supplies, has partnered with Maxymiser to improve customer engagement and increase conversion across all of its 14 European ecommerce sites.

MedicAnimal, which launched in 2007, is already one of the fastest growing online pet pharmacies. As a purely online business it has identified optimising the customer experience as an important part of its growth strategy. Maxymiser, an expert in cross-channel optimisation for online business, will develop a longterm testing programme to support MedicAnimal in its online growth.

Peter McCormack, conversion and optimisation manager at MedicAnimal said: “Our work with Maxymiser will help us to eliminate assumptions typically made during the

14 | August 2013

web development process, and to mitigate risk as we make changes to the sites to improve the user experience.”

MedicAnimal chose Maxymiser following a comprehensive competitive process, Peter continued: “This collaboration is crucial – we wanted a relationship that was fully managed, but also a tool that was flexible enough to allow our on-site developers and designers to self-service where necessary. Maxymiser presents us with an open solution to testing and optimisation.”

Dogs have often been considered man’s best friend, but new research released by Mars Petcare, shows that the attachment between people and their pets begins at a much earlier age.

The study of 1,000 children aged between nine and 10 years old, conducted in conjunction with the Waltham Centre for Pet Nutrition and the University of Liverpool, revealed significant levels of attachment, with 80 per cent of children considering their pet a member of their family.

Pets play a significant role in socialising and developing children as the research revealed that almost 50 per cent of children talked to their pets as they would to their friends, while over one in three confided in their pets. The study also revealed that more than a third of children believe their pets understand how they feel, demonstrating the pivotal role that animals play in the lives of young children.

The research looked at the ownership of a range of pets such as cats, horses and fish; however dogs proved to be the favourite pet with over half of those surveyed preferring them, followed by cats at only 15 per cent.

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August 2013 | 15

Did you know?

A cat or dog is a senior when aged 7 years and over

Complete cat and dog food for ages 7+ Glucosamine, chondroitin and herbs to help support joints Taurine to support the heart Vitamins C & E to support the immune system No added artificial colours, flavours or preservatives

customer enquiries: 0845 300 5011

www.wellbeloved.com 16 | August 2013

Š Crown Pet Foods Ltd 2013 - All Rights Reserved.

Credit: Stable Design Limited

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Comment

A weighty

issue

Following on from the huge success of the initial phase of ‘Weigh in Wednesdays’, chief executive of the Pet Food Manufacturers’ Association (PFMA) Michael Bellingham announces phase 2, which will again drive pet owners to get advice on good nutrition from their local pet care specialist When we first embarked on our Friends for Life campaign our aim was to deliver a positive message with no finger wagging. Our drive was to empower owners giving them the tools they needed to take conscious control of their pets’ weight to help their pets lead a healthier life.

By releasing our research on pet owners’ perceptions and understanding of pet obesity to national media we achieved over 190 pieces of press coverage, including a live segment on Daybreak, news reports on over 56 regional radio stations and articles in the Daily Telegraph and Mirror. This coverage has thrown the spotlight on the issue of pet obesity and we know pet owners have taken notice as traffic to our website almost tripled during this period, with 80 per cent new users and 1,812 toolkits downloaded, but there’s more to achieve.

Weigh in Wednesdays Phase 2 – Get involved!

We are about to launch our second round of Weigh in Wednesdays, starting on 7 August and running for the entire month. We are calling on the pet care profession to get behind the campaign by promoting the nutrition advice and weight management services they provide.

Both pet care professionals and pet owners can visit the PFMA website to download a free pack containing all the tools needed to get started, from a Pet-Size-O-Meter to check body condition, food diary, top tips and lots

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of information on good nutrition, responsible feeding and wellbeing – all designed to improve longevity of pets. Get involved, tell your friends and keep a friend for life! For more information and to download the free starter toolkit, please visit www.pfma.org.uk/weighinwednesday Friends for Life is ongoing Our Friends for Life campaign is ongoing and

we hope to work with you throughout 2013 and beyond, so that together we can tackle the health issues affecting pet owners across the UK. With your help we can really make a difference and help pet owners keep a friend for life. Please do get in touch if you are interested in taking part or would like to know how you can make Weigh in Wednesdays work for you, your clients and your business.

We are calling on the pet care profession to get behind the campaign by promoting the nutrition advice and weight management services they provide Case study A keen animal lover, Sylvia has owned pets all her life. “To me, my pets mean comfort and support. My Labrador retriever is my guide dog so she has a huge impact on my life. As I’ve had pets since I was a child, it’s something that I know how to do. My daughter breeds show dogs so it’s something my family has a lot of knowledge of.”

Sylvia knows exercise is important. She explains: “My guide dog is a working dog to me, as I take her everywhere I go. All the other animals have more of pet’s life but they get out for good walks every day.

“Around two months ago I realised Spangle, my Springer spaniel (approximately 22 kilogrammes) was overweight – by this stage she was actually overweight by three kilos. She

was speyed last July and started to gain weight gradually over the months. It was only when she came back from being away at a friend’s for a few days that I realised just how fat she was.

“I took her straight to vet once I’d realised she was overweight and I’m now actively trying to get her weight down. The vet was really fantastic in explaining what I should do. We discussed what the best course of action was and, as a result, she’s on controlled food and I’m ensuring she’s getting lots of exercise too.

“She’s been on the new regime for two months now, so we’ll start to see some changes soon. It really matters that Spangle is overweight, I know that it can shorten their life, so I was very distressed when I realised just how overweight my dog was.”

August 2013 | 17

Company profile

Nature

trail

A pioneer in natural pets foods, Almo Nature is meeting the growing demand for healthier diets as Daniel Haddad explains They say that the proof of the pudding is in the eating and since Daniel Haddad moved his own Dalmatian onto a natural diet, the skin problems she suffered from have cleared up and she looks in the peak of health. As Daniel adds: “We constantly get complimented on our Dalmation puppy, even though she is 10 this year. Once I was persuaded and educated about the merits of a good, natural diet I have never looked back.”

It seems rather apt that Daniel now works for Almo Nature, the pioneering Italian company that lays claim to being one of the first to launch completely natural foods for cats and dogs onto the market. Commenting on his association with the company and its products, Daniel explains: “The idea of natural food was

18 | August 2013

ingrained into me from a young age and to this day my family, new and old, share the same belief. The same goes for pet food. Our pets don’t make their own food purchases, therefore it is our responsibility and duty to make the right choice for them. It seems cruel to make them eat unnatural and unhealthy foods that neither we, nor our children, would eat.”

It is this shared ethos in offering pets a premium natural based diet that prompted him to join Almo Nature in April 2012. He adds: “The company has very strong views as to what pets should be offered in terms of food and an uncompromising approach to the quality of its food. Its no-nonsense approach and high quality standards made it an easy choice to join the team.”

Almo Nature was established in 2000 by businessman Pier Giovanni Capellino with the aim of providing a range of pet foods based on wholesome natural ingredients that both cats and dogs could genuinely enjoy – the company name derives from the Italian amore or love.

European director Lorenzo Capellino explains the underlying principle of the company, “The idea was simple and extraordinary at the same time – to feed cats and dogs with the same quality of food as their owners are eating.”

This involved human-grade meat, fish, fresh vegetables, vitamins and minerals.

Although interest in

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Company profile natural foods has grown in recent years, Almo Nature was the first to produce and market a wet cat food with 100 per cent human grade ingredients and 75 per cent meat or fish. Daniel says: “This created a new market sector with other brands following Almo Nature’s lead.”

Daniel not only believes that natural foods are a growing trend, but also one that will stay and continue to grow. He says: “Pet owners are more knowledgeable – this is partly due to shoppers buying better foods for themselves, but also pet owners learning more about what they are feeding their pets.” One of the key ways Almo Nature has helped consumers in this quest is by providing complete transparency of its ingredients. Whether its cat or dog food all are free from artificial colourants, flavourings and preservatives and contain added minerals and vitamins.

One of the company’s best-selling products has been the Almo Nature Classic cat food which has not only sold well in the UK but in 30 markets worldwide. Daniel adds: “This is not surprising as it is a totally natural product with a high meat content. The Classic 70 gram cans were the first products we entered into the UK back in 2005 and when you open the can, the quality is instantly seen by the shop and pet owner.”

The company’s recent venture has been the intoduction of the Rouge Label dry cat food – which Daniel says is the only cat kibble in the world made with 100 per cent human-grade ingredients, no meat meal and 55 per cent fresh meat or fish. He adds: “Continuing this tradition of offering innovative products which

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enhance the health of pets, this autumn Almo Nature will be launching Rouge Label for dogs – the first dry dog kibble with 100 per cent human-grade ingredients and 50 per cent fresh meat.” There are also plans to launch a Green Label natural soup for dogs. “This is a great new product for our range, 100 per cent human grade and natural ingredients.

It’s an aromatic and meaty broth that will help stimulate appetite and is ideal for dogs with intolerances, as it is a pure food with no artificial ingredients.”

No doubt there may well be some eager taste testers in the Haddad household – along with his Dalmatian, Daniel also owns a Japanese Shiba Inu and a long-haired Chihuahua – all very different dogs in terms of breed, size, personality and age – but all united by their love of natural food. Daniel is not only looking forward to the new launches but also introducing them to retailers. He adds: “The Almo Nature range offers them a wide variety of products that they can choose from depending on their local market. We do not have a one size fits all approach, but work on the principle that the retailer can tailor the Almo Nature offering to what they think is best for their shop.”

However, it appears the most effective way of supporting the trade is by providing a product that both cats and dogs genuinely seem to enjoy and delivers real benefits that owners can visibly see in their pet’s wellbeing and behaviour. As Daniel concludes: “By offering the best we can for pets and their owners, we are providing these customers with a reason to come back to the retailer.”

August 2013 | 19

Business advice

subject

A taxing

Affinity group manager at Abbey Tax Protection David Marples looks at the complicated issue of tax on goods and services in the pet sector Each year Her Majesty’s Revenue and Customs (HMRC) investigates tens of thousands of small to medium-sized businesses’ Self Assessment Tax Returns, either through routine auditing, risk assessment processing or using task forces in a specific geographical area in a particular trade or profession.

The HMRC risk assessment process will not only consider the figures declared on the businesses’ return, it will also seek to compare the figures against other similar businesses and against information obtained by HMRC from third parties. Consequently, if selected for enquiry, a business will have to justify the results declared and explain why these may not match HMRC expectations.

In the pet industry in particular, the application of VAT to your goods and services can be confusing and complex, due to the way animals and products are defined in terms of their end usage. For example, my team was in a position recently where we had to clarify to a member how pet rabbits he was selling were defined by HMRC. To his surprise, rabbits are classified as a ‘food stuff’ or ‘edible meat’ and so are zero-rated according to HMRC. Similarly, straw or hay for customers purchasing animal bedding materials is also zero-rated, unless it is sold to customers known to be market gardeners using these materials for

20 | August 2013

compost material or industrial packers using straw or hay for this purpose.

It’s essential that you keep records of all the standard-rated, reduced-rated, zero-rated and exempt goods or services that you buy or sell for two reasons – to ensure your reporting is accurate and correct and also to ensure that you aren’t losing money by mistakenly charging for non-VATable items. Anomalies like these can be the tip of the iceberg when compared with the day-to-day logging of essential business records and accounting, so it’s no wonder that we receive around 10,000 calls a year from small business owners requiring tax and VAT advice or protection measures.

If you’re VAT-registered you have to submit a VAT return at regular intervals – usually quarterly – to show: ■■the VAT you’ve charged on your sales to your customers, known as output tax.

■■the VAT you’ve paid on your purchases, known as input tax.

If the amount of output tax is more than the input tax, then you send the difference to HMRC with your return. If the input tax is more than your output tax, you claim the difference back from HMRC. The relationship between sales and purchases is likely to be similar for most pet shops and so the net VAT payable to HMRC (the difference

between output tax and input tax) is likely to equate to a similar percentage of sales. However, if you incur ‘unusual’ expenditure in a quarter, say the purchase of a new van or repairs to the business premises, this could take you outside of the norm. Alternatively, you could breed the pets being sold and so incur no input tax on purchases, which again could take you outside of the norm and so could lead to a HMRC VAT inspection.

If VAT is incorrectly classified in your records, HMRC could approach you to carry out a VAT assessment covering the previous four years. Penalties resulting from VAT defaulting can range from 15 to 30 per cent if perceived as a careless error, to 35 to 70 per cent if considered deliberate – either way resulting in a significant cost to your business.

Most SMEs are investigated by HMRC due to unintentional errors made on tax returns, but with the right support and advice, a large amount of stress and money can be saved by getting it right first time with the help of an expert. In the pet industry in particular, where often multiple goods and services are being provided, such as the sale of animals and products and other services like pet grooming under one roof, the lines can become easily blurred. For those with employees as well, this adds a further layer of work with regards to PAYE and a good understanding of employment law.

In my experience SMEs often unintentionally attract the attention of HMRC by not getting a second opinion on areas they may not be 100 per cent sure about, and the calls we receive from members range from very straightforward questions to highly complex issues. Indeed, HMRC would regard someone as being careless if they did not seek advice about a matter which was not fully understood that subsequently resulted in an error on a return. For example, we are most commonly called upon to advise on the implementation of clear audit trails to ensure records kept are fit for purpose and satisfy the requirements of HMRC. My advice would be that, if you’re in any doubt about any aspect of your tax reporting, seek guidance from a professional to avoid costly investigation fees and penalties, not to mention valuable time out of the day-to-day running of your business.

Abbey Tax supports FSB Member Services in the provision of all elements of tax advice and protection for FSB’s membership of around 200,000 members across 33 UK regions. Tax advice from the FSB is a right of membership and unlimited as part of a membership package including a wide range of business support services including legal protection, insurance services and HR support.

Members are also entitled to exclusive deals on business services including print and mail and banking. FSB membership starts from £150 per year for the first year. For more information, visit www.fsb.org.uk/benefits

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August 2013 | 21

Image courtesy of Graham Burton of Clementwood Gundogs. Photography by Kirsty Cussens: www.indagodogphotography.co.uk

Gun dogs

Taking

stock

Gun dog owners are looking for more from foods, from the provision of calories and energy, to vitamins and minerals to support the immune system. Here we take up a round up of some of the working dog diets currently on the market 22 | August 2013

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Gun dogs From pointers and flushers to retrievers, working gun dogs come in a range of different breeds and sizes but common to all is the need for a high quality diet. It might be argued that genetics and training can only take a dog’s performance to a certain level and good nutrition can improve daily performance, overall health and the life expectancy of the dog.

Obviously all dogs will have individual needs and what may work for a pointer might not suit the needs of a spaniel but with such a wide variety of foods on the market you should be able to cater for all breeds and the work they do.

In recent years there has much interest in the BARF diet and there has been a marked increase in the number of dog owners who have moved away from feeding their dogs on some of the more commercial dried foods.

The BARF diet has been popular with gun dog and working dog owners for many years now and Albion Meat Products has harnessed this popularity by extending its range of meat products to include a Working Dog Range to go alongside its Standard, Canine Country Bowl Premium, Chunky and Freeflow ranges.

BARF follows the principle of evolution that dogs are descended from wolves and other wild dogs and although humans have changed their external appearance, as well as their special skills (guarding, protecting, hunting or lap dogs), the dog’s digestive system remains unchanged.

According to the founder of Albion Meat Products Catherine Donegan feeding this diet to gun dogs and working dogs helps to improve their health, so they are less likely to suffer from injury. A good percentage of the company’s customers are gun dog or working dog owners says Catherine and they find that by mixing quality meat products with a balance of mixed vegetables provides all the vitamins and

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minerals that a gun dog or working dog needs for an active life.

She explains: “Tripe contains the lactic acid bacteria which is the main ingredient in probiotics. The same gastric juices that help cattle with digestion aid the canine in digesting food and efficiently utilising food. It contains amino acids, which are necessary for muscular development and are essential for working and gun dogs. Energy levels can be increased by adding more beef and lamb to the diet when working, as higher protein and fat levels are then required. Chicken is also naturally rich in omega 3 and 6 for healthy joints and a shiny coat and also contains chondroitin and glucosamine, which is ideal for the joints and immune system.

“The addition of raw bones to the diet offers stimulation and exercise for the jaw, as well as introducing natural minerals in to the dog’s diet.

The main thing about the BARF diet is that it helps to maintain the correct weight for the dog, reducing stress on the joints so helping to prevent problems in the future,” she continues.

Albion’s Chunky range consists of large bitesized pieces of raw meat and offal in four varieties, Beef, Tripe, Liver and Heart – which give larger dogs something to chew on and also make ideal natural dog training treats. The chunks provide greater variety to the normal minced meat BARF diet and make an ideal working dog food.

The company has also introduced the Canine Country Bowl Premium Working Dog range, which consists of three varieties, Meaty Feast, and Lamb Feast which provide a complete diet made up of tasty meat and vegetables; and Salmon and Tripe, ideal for dogs with sensitive stomachs and rich in omega oils for the coat and skin.

Leading BARF dog food specialist, Natural Instinct also offers gun dogs owners a 

August 2013 | 23

Gun dogs

Supplier listing Albion Meat Products: www.albionmeatproducts.co.uk Burn Pet Nutrition: burnspet.co.uk Natural Instinct: www.naturalinstinct.com Skinner’s: www.skinnerspetfoods.co.uk

comprehensive range of working dog foods, which it believes include all the essential vitamins and minerals that a working dog would need for a long, healthy and active life.

The foods are suitable for any active or working dog including those involved in dog agility or other canine sports.

Working Dogs contains 85 per cent meat and bone, 15 per cent fruit and vegetables (carrot, spinach, apple, and butternut squash), kelp, Scottish salmon oil and vitamin C. Dogs can produce their own vitamin C but it is thought that when in a stressful environment such as experienced when working or competing, this ability is lost, so the company has added an extra dose of this vitamin, as it is extremely beneficial for joints, ligaments, the immune system and general energy.

It is available in Beef, Chicken, Duck, Salmon, Tripe and Chicken and Turkey with a special mix formulated for puppies. Recipes come in convenient tubs, which are easy to store and are available in two pack sizes, 500 grams and one kilogramme.

Although there has been growing interest in the BARF diet, many owners still prefer the ease and convenience of a ready prepared diet and the benefits of a VAT-free purchase that comes with foods specially formulated and sold for working

24 | August 2013

dogs. Companies such as Skinner’s have been manufacturing foods for gun dogs for decades.

In fact when the company branched into complete dry dog foods in the early 1970s its two original manufactured diets – Dog Meal and Dog Food – proved especially popular with the local gun dog and wildfowlers club. Today, the company offers an extensive range of foods not only for working and active dogs, but also show dogs and pet dogs.

Burns Pet Nutrition offers retailers and consumers a full range of wet and dry premium complete foods for dogs which are hypoallergenic. The foods were created by the company’s founder veterinary surgeon, John Burns, who has spent over

30 years in pet nutrition. Each food contains a balanced set of ingredients including complex high quality carbohydrates such as rice or maize, together with the right level of protein so that pets grow at the right rate avoiding putting stress and pressure on bones and joints.

Foods are specially formulated for those that may suffer from food allergies and intolerances. There are no artificial colourings, additives or preservatives in the recipes and they avoid ingredients that are known to cause intolerances in pets. Other key ingredients include fish oil, sunflower oil and essential vitamins and minerals to support a pet’s skin, coat, joints, bone development and immune system.

Developed to meet the higher energy and nutritional requirements of active working dogs, Active Chicken & Rice from Burns contains everything an active adult dog needs for health and vitality. The premium quality food is formulated with carefully balanced ingredients to provide all the essential nutrients an active dog needs. It can help to maintain healthy skin, coat and digestion and is also suitable for the management of many dietaryrelated health problems. Burns foods are designed to meet the correct weight of different dogs, so Active has a slightly higher fat content than the Burns maintenance diet as gun dogs will burn off more energy in the field.

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August 2013 | 25

Cat toys

Coming out

to play

Encouraging cat owners to change their feline friends’ toys on a regular basis and providing a wide choice, not only benefits cats’ wellbeing but can boost sales at the till 26 | August 2013

According to Sarah Heath BVSc DipECAWBM(BM) CCAB MRCVS, “In the wild, cats will spend up to six hours a day hunting and so, for domesticated cats, play with toys is a vital outlet for hunting behaviour, allowing them to practice their natural eyeing, stalking and pouncing behaviour. They should also be given the chance to catch and dispatch some of these prey items, and toys must be suitable for this purpose.” Toys that combine

sound and movement, catch the light, or are suspended and move erratically will all provide the cat with mental and physical stimulation and encourage their natural behaviour.

Many cats owners often say that they find their cat easily gets bored with a toy and will wander off and have a nap or find something else to do. The Association of Pet Behaviour Counsellors advises that it is normal for adult cats to only play for short periods of time and

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Cat toys

part of the play for a cat is to retreat from the toy and just watch it. It adds: “This doesn’t mean that the cat has lost interest – what the cat is actually doing is practicing the predatory skill of backing off and observing the prey until it feels that it is the right time to pounce.”

One of the key benefits for retailers stocking cat toys is that customers should be encouraged to change them on a regular basis. Toys should be inspected frequently and if they have worn, loose or torn pieces, they should be thrown away. Cats will also benefit from a different variety of toys with wands, balls, food dispensers and catnip toys all promoting different types of behaviour.

Director of Tigga Towers Samantha Marsh says: “We advise putting toys away at times as this encourages a cat’s interest and helps prevent the toy from becoming boring.” The company has a range of Catnip Kicker toys, which come in many different shapes and are made from a non-looped fabric to prevent cats from catching their claws. Not only are they popular with pet owners, they also prove extremely appealing to cats as they are filled with a type of catnip that the company says is bigger than most on the market. As Samantha explains: “The catnip is slow release organic, which means it lasts longer

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and we have just launched two new toys – the frog and mouse – which are selling extremely well. We always introduce new designs into the range, as we feel it is important to keep the range interesting for both customers and their cats.”

Kong also offers a wide range of toys for cats and says, “a cat without toys may be more tempted to take out its natural energy on other items in the home such as furniture.”

The Kong Cat Wubba is designed for the cat to attack, wrestle and snuggle, as well as appealing to its instinctive desire to stalk and capture prey.

All the Cat Wubba Toys have a rattle sound and are infused with Kong’s premium North American catnip. The tails also make a “crackle” sound that rewards contact and encourages continued play and stimulates the senses of sight, sound, smell and touch.

Many pet owners make the mistake of purchasing a toy for their cat and just leaving it to play with it on its own. Owners must be made aware that some toys should only be used under supervision. Kong’s Snake Teaser is just one of its range of wand-like toys that encourages play with its irresistible feathers and unpredictable movement. The company advises: “Teaser toys should never be left alone with a cat. Teaser toys are items attached to pole with a string and are designed for interactive play.” Leaving a cat alone with these types of toys could result in the animal ingesting feathers or becoming entangled in the string.

Alongside their hunting instincts, cats should also be encouraged to display other natural behaviours such as hiding and scratching.

Unfortunately for many owners scratching is an innate feline action and not only keeps a cat’s claws in shape but also acts as a territorial marker. Julia Westwood of Gor Pets says: “One of the key things with owning any pet is that they should be allowed to display their natural behaviour. Cats are complex creatures with many different moods and communication patterns.”

One of the best ways for owners to encourage scratching is to invest in a good quality scratching post. Gor Pets offers a wide range from the Cushy, with its comfortable snoozing place, to the current best-selling Cat Island. Julia explains: “The Cat Island offers hours of fun due to the spring mounted mice that never ‘play dead’. It’s a really great way to keep any cat stimulated with play hunting and is also a great social toy, as the owner can flick the mice which make a rattle noise and this entices the cat to respond.”

Gor Pets Tunnel Run allows cats to hide, scratch, snooze and play, while the Circus is a multi-activity centre with fluffy, furry platforms, hidey hole and multiple areas for scratching.

Julia also feels it is important to encourage pet owners to purchase a wide selection of toys. She says: “With regard to changing cat toys, cats get bored just like us. Owners should keep a box of toys and place a selected few in the cat’s environment and change them every few days, or as soon as the cat stops being interested. Toys containing catnip will need to be refreshed with a sprinkle of the herb to reactivate interest.”

Julia says that the key to keeping cats amused is to constantly stimulate their interest and as owners seek out products to enrich their cat’s environment, retailers can meet this demand by refreshing and replenshing their stock with the ever inventive range of toys these companies provide.

Supplier listing Gor Pets: www.gorpets.co.uk Kong: www.kongcompany.com Tigga Towers: tiggatowers.com

August 2013 | 27

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August 2013 | 29

Company profile

Dedicated followers of

fashion Lauren Morton meets the creative duo behind Hemmo and Co, the trend-setting provider of pet accessories renowned for their practicality and innovation After seeing a gap in the pet industry, managing director, Brian Hemming and creative director, Beth Witte, decided to set up Hemmo and Co, providing co-ordinated fashion-based accessories at affordable prices.

Drawing on their expertise, and knowledge from their previous careers in the fashion and pet industries, the pair have been able to develop a varied and attractive range of products that not only appeal to

30 | August 2013

pets but to owners as well. Their range of accessories including beds, chew toys and collars, leads, and harnesses for cats and dogs, as well as harnesses for smaller pets, which attract pet owners for their practicality and innovation.

With an extremely successful in-house designed range, which springs from their manufacturing and sourcing experience, partnered with their extensive design capability, Brian and Beth have

built a foundation to bring something new and exciting to the table, year-on-year.

Last year Hemmo released yet another creation in the form of a waterproof bed, which offers comfort and support for the animal combined with a washable soft top and waterproof base, beneficial to owners who want a no-fuss bed for their cat or dog. Much like many of the accessories produced by Hemmo, it offers something new to the market. Beth adds: “We

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Company profile have been resourcing some of our bed ranges so the lead times are more flexible and responsive, while improving the quality. We launched the waterproof dog bed collection last year, which are all made in England.”

Currently the company occupies two sites – the warehouse in Wimborne, Dorset which is managed by Laurence Pickford, who runs the account side of things; and the sales and design office, located almost 275 miles north in Hoylake on the Wirral, where both Brian and Beth live. The trio have more than 20 year’s friendship and bring together 25 years of industry experience and knowledge to run the popular business.

“We were attracted to setting up a business in the pet industry as it had a healthy growth potential that had not been affected by the economic downturn,” Beth states, regarding her initial draw to the pet industry. Now, with the current economic situation, Hemmo has not given into the current trend of constant sales and discounts like some of its competitors, sticking by its strong product range and the

loyalty of its customers. Beth comments: “We have steered away from cheapening our lines, which would have been an obvious route, as we believe the consumer still wants a quality product. With our design capabilities we can offer bespoke products, which singles out our ranges from the competition.”

The company’s latest range brings an Open Access Dog Guard into stores, which, like many of its products, unifies necessity with practicality, providing protection for both animal and owner when travelling in a range of cars. The company notes: “With patents pending in Europe, the USA and UK this is the only travel guard to open like a serving hatch.” Hemmo and Co is also the sole distributor of the dog guard, which comes from Lead Innovations and is available from the end of July.

This introduction moves away from the playful products that come from the Hemmo world, which generally incorporate the use of textures and colours to keep pets entertained. Hemmo’s Dental Chews, for example, unite palatable flavours with bright and eye-catching colours

such as pink and blue and are gentle on teeth, aiding dental development.

Catering for a vast client list – including many that they met through Interzoo 2012 – as well as those who have used their website, Hemmo and Co is able to supply products such as the Hem and Boo, Kitty & Co and Dog & Co ranges to a wide audience.

In addition, the company is also able to source products such as All for Paws; a soft toy range that it currently distributes around the UK, which Beth points out is a testament to how a good product still sells in the economic climate. “We are the distributor for the All For Paws soft toy range in the UK, which has been extremely successful and also shows that price point is not an issue when you have a wellconstructed, well-designed product,” she adds.

With plans to continue to improve on service and stock demand as the year progresses, Hemmo looks set to continue as it has been, refusing to compromise on quality and pulling out all the stops to provide creative and practical products for both pet and owner.

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August 2013 | 31

Dental care

Small teeth,

big problems Lauren Morton discovers that it’s often the smaller animals that get overlooked when it comes to establishing a dental care regime

32 | August 2013

When it comes to addressing dental care in pets, there is plenty of information for owners of cats and dogs. Obvious indicators include pawing of the mouth, bleeding, pus and even face swelling and larger issues can also stem from untreated dental issues such as blood spread infection, kidney, lung and even heart problems.

Victoria Hudson, product manager for Virbac’s Dental range advises: “Prevention is better than cure when it comes to oral health and the two most effective ways to protect a pet are to establish a regular preventative health regime and to ensure they eat an appropriate diet. Putting a preventative regime in place really isn’t difficult and a veterinary practice will be delighted to give any help needed.”

Equally important – though often overlooked – is establishing a dental care routine in small animals, whose growing popularity in the UK has seen them introduced to many households.

One million rabbits, one million guinea pigs, over half a million hamsters and 100,000 gerbils currently reside in UK homes, with rabbits coming out as the third most popular pet in the country and also one of the most neglected.

With this in mind, pointing out the pitfalls of dental hygiene to owners of small animals is the

first step in ensuring a happy cohesive life for both owner and furry friend.

Caring for the teeth of a small animal, though a fairly easy job for owners makes all the difference to the pet. Rabbits, gerbils, guinea pigs and hamsters all produce continuously growing teeth, which need to be monitored and checked regularly. Most of these animals require their teeth for all manner of tasks and can have a difficult life without them, sometimes resulting in a shorter lifespan.

Andrew Perry from the British Veterinary Dental Association comments: “Small mammals can have a good quality life without some of their teeth but not all. Extraction of teeth is likely to be as a result of severe dental disease, which is almost certainly having a significant impact on the quality of life of the individual already.”

He continues: “The extraction of diseased front or incisor teeth in rabbits is not uncommon and requires only small alterations in the way food is presented to maintain significantly improve, quality of life.”

Incisors that are clearly visible to owners are the easiest to check but need to be observed to ensure they are naturally being worn down by

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Dental care their pets’ eating habits – the consequences of not keeping them at a manageable length can be severe and may require the need for an operation.

Lower incisors can grow through the roof of the mouth causing severe complications, which though treatable, can be a painful experience.

Much like with dogs and cats, prevention is the best option, Andrew goes on to comment: “Appropriate diet is the most important method of dental disease prevention. Early detection and appropriate intervention of dental diseases are associated with a better long-term prognosis highlighting the benefit of regular heath assessments.” You can provide owners with ample supplies of chew sticks, properly treated wood toys and straw mats for hamsters and rabbits to keep problems at bay. Roughage is important for guinea pigs, and cardboard and gnawing toys for gerbils will maintain healthy teeth that will wear accordingly.

Hard pellets are also effective with hamsters but owners should be cautioned that like humans, hamsters are prone to dental decay.

This is due to the sugary treats that they are given and moderation is key. This especially impacts older hamsters because as they mature, their teeth become weaker and they are more susceptible to illness meaning, like most rodents, a high fibre diet is encouraged as opposed to one that is high in sugar.

Bob Partridge, one of only six European veterinary specialists in dentistry here in the UK, says that the most important element to keeping a small pet in good condition is chewing, however the fact that their teeth are designed for a low quality diet goes against

them as pets. He explains: “The most vital thing example can sometimes have the unfortunate is that lots of chewing activity is stimulated problem of having their back teeth bridge over, – mimicking the situation that evolution has blocking the throat and causing swallowing designed the teeth for – constant growth. For concerns, with surgery being the only solution. rabbits and many small pets grass would be the Whereas other animals encounter alternative right answer.” problems Bob says there are huge differences Signs of infection or mistreated teeth can be between species. He adds: “From a clinical hard to spot if the teeth are cheek teeth, such point of view, the tendency for overgrowth of as premolars and molars, and identifying the chinchilla cheek teeth results in lengthening of problems that stem from this area of a small pet’s their roots to involve damage to the area of the mouth can be tricky. Drooling, wetness around eye, and in rabbits the teeth overgrow more into the mouth and swelling can be indicators, as well the mouth leading to damage of the tongue.” as lack of appetite and weight loss. Malocclusions With this in mind it’s clear to see that smaller are another common problem faced by small pets don’t often take centre stage but making animals. The misalignment and overgrowth owners aware of the dangers surrounding of the teeth due to improper wear means they improper care is crucial, especially with such grow beyond what is manageable, resulting extreme consequences lurking in the background. in weight loss and even death due to malnutrition. Solutions such as clipping the teeth while the animal is awake are viable with some pets but this can sometimes damage the tooth and cause fractures and more problems later on.

Discussing malocclusions, Bob adds: “A major factor is inbreeding from the correct stock. Congenital malformations of the jaw will lead to dental problems. Equally a hereditary normal mouth can be destroyed by feeding the wrong food.”

Not all small pets suffer from Further information the same dental issues though they The British Veterinary Dental Association: www.bvda.co.uk all have the same outcomes if not Bob Partridge: www.vetdentist.co.uk treated properly, more than likely starvation and death. Guinea pigs for Victoria Hudson, Virbac: www.virbac.co.uk

Taking stock

Here we offer a range of dental care products taking into account the needs of not just cats and dogs but also small furries such as rabbits, hamsters and gerbils

Burgess Excel Herbage and Forage products contain both the long and short fibres that are vital for wearing down rabbits’ teeth and keeping the gut moving. Hay also provides a much needed opportunity to forage and so cares for the rabbit’s emotional wellbeing at the same time. Burgess also stocks a range of other suitable products including Excel Tasty Nuggets, which the company suggests, should make up around five per cent of rabbits’ diet. They contain a careful balance of vitamins, nutrients and beneficial fibre to keep rabbits happy and healthy. The Excel Nature snacks and the new Excel Salad & Square Snacks provide variety and environmental stimulation for small pets.

Information: burgesspetcare.co.uk

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August 2013 | 33

Dental care

Taking stock Hay is the most important component in every herbivore’s diet. Among the many benefits of hay, it helps prevent obesity, dental disease, boredom and digestive issues. Oxbow Hay Cakes contain the long-strand fibre and nutrition of fresh Timothy hay that is essential for small animal digestive health, plus an appealing flavour and aroma. Hay Cakes offer less mess for pet owners and a good workout for animal teeth and are ideal for rabbits, guinea pigs, prairie dogs, chinchillas, rodents and other small herbivores.

Information: www.oxbowanimalhealth.com

Burns Carrot treats are the ideal accompaniment to its Welsh Meadow Hay or as an occasional treat while still being a healthy option. The treats are suitable for rabbits, guinea pigs or other small animals and contain 100 per cent carrot.

The treats can also be used as an ideal way to reward dogs that need to watch their weight.

Information: www.burnspet.co.uk Virbac’s at-home dental hygiene products have been designed to help owners with preventative care to help keep their pets’ teeth and gums healthy. Virbac’s palatable enzymatic toothpastes inhibit bacterial growth, while the mechanical action of the specially designed toothbrushes helps to remove plaque. In addition, Virbac’s Vet Aquadent is a drinking water additive which can be added to the pet’s water every day and will help prevent plaque and freshen breath.

Virbac also offers highly palatable VeggieDent chews for dogs, which come in four sizes to suit all breeds and regular chewing of VeggieDent chews can help keep teeth clean and promote gum health.

Information: www.virbac.co.uk

34 | August 2013

The Dog & Co Dental Chews by Hemmo and Co come in a variety of designs and flavours to keep dogs happy whether they are puppies or adults. The nylon range is for the ardent chewer and comes in three tried and tested flavours including mint, vanilla and chocolate. They are available in small and large bone and ring designs with gentle contours for extra grip and stimulation of the gums. The rubber vanilla range is ideal for puppies and the gentle chewer and the chews can be put in the fridge to cool sore and tender gums.

Information: www.hemandboo.co.uk Pedigree DentaStix Fresh has a unique X shape, and the company says “the combination of its special texture and active ingredients is scientifically proven to help reduce tartar build-up by up to 80 per cent.” It also contains a unique active blend of green tea extract and patented eucalyptus oil, which helps freshen breath, rather than just masking the problem. It is widely available across a range of retailers in the UK and is available for small, medium and large dogs.

Information: 0800 738 800 or www.mars.com

Ceva Animal Health’s dental hygiene range includes Logic Oral Hygiene Gel for cats and dogs and Logic Orozyme Chews for dogs to fight against dental disease and bad breath.

Logic Oral Hygiene Gel is a palatable gel formulation containing a patented complex of six enzymes and two antibacterial agents to help control the bacteria responsible for the development of plaque and bad breath. It has a pleasant malt taste and can be used with or without brushing. Logic Orozyme Chews are rawhide and collagen-based and low in calories.

The company adds: “The collagen naturally enhances the mechanical action of chewing on the teeth and gums and assists in the removal of the plaque.”

Information: 01494 781 510 or www.ceva.co.uk

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ProDen PlaqueOff® Animal is an all natural feed supplement which contains only especially selected seaweed (D1070).

Reduces bad breath, tartar and plaque. Added to your pet’s food, once daily, results are usually seen within 3 to 8 weeks.

A 60g pot costs just £11.99 * and can last up to 12 months *Recommended retail price

PlaqueOff Animal is available in three sizes: 60g, 180g and 420g. PlaqueOff Cat, with added brewer’s yeast for the discerning feline, is available in a 40g pot.

The 60g pots cost just £11.99 (RSP) and can last cats and small dogs (up to 10kg) 12 months.

Available from your wholesaler, including: Pedigree, L.Batley Pet Products Ltd, Vital, Natural Pet Products Ltd, Trust Pet Products Ltd, Centaur, NVS and Dunlops.

For product information, call InformPet on 0800 0329099 or e-mail info@informpet.co.uk IP_POA_Pet_Gazette_190x130_083_13.indd www.petgazette.biz

1

24/07/2013| 10:25 August 2013 35

Senior Dogs

dog

Teaching an old

new tricks

With advances in nutrition and veterinary care, pets are living longer than ever before and you can help owners look after their dogs well into their senior years by offering foods, supplements and accessories to keep the older canine in good health A good balanced diet and exercise regime is important for every dog playing a crucial part in their health and wellbeing. Providing dogs with the right diet and exercise, specifically tailored to their individual needs, through to their senior years, is essential and is key to a healthy and happy pet.

As dogs begin to age, owners should watch out for the natural changes in their physical and nutritional requirements. An understanding of this is important when choosing food and exercise programmes to make sure that they are still forming part of, and contributing to, a healthy lifestyle. This should help improve their overall health and wellbeing as they enter into their senior years.

As dogs enter this new life stage, their digestive function may slow down, their senses

36 | August 2013

become less sharp, muscles less strong and joints less supple. It is therefore important to ensure their diet reflects these needs by being highly digestible and high quality without compromising on taste.

Importance of tailored nutrition Owners want their dogs to enjoy long, quality-filled lives and sometimes their canine companions need a helping hand as they get older. To help owners with this, there is a variety of foods, supplements and treats on offer, which are specially adapted to the needs of a senior dog. In particular, functional treats can provide older pets with targeted nutrition benefits, which they may need at certain stages during their senior years.

Establishing a good exercise regime Owners can choose from a wide range of exercise activities to suit a dog’s needs as well as their own. As well as keeping them fit, exercise is an important way to help dogs remain mentally agile. However, older dogs should be monitored carefully when exercising.

As dogs age, health problems may begin to emerge. A classic problem for older dogs, as well as humans, is joint stiffness. Like top athletes, a controlled exercise plan and the right nutrients can make all the difference. Last year Pedigree launched a dedicated programme to get senior dogs back into exercise. The Play Again plan focuses on core areas for older dogs including agility and aerobic exercise and was specifically

created with older dogs experiencing mild joint stiffness. However, dogs showing signs of joint stiffness or other health conditions should be checked by a vet before embarking on a new exercise routine.

Steady walking is an essential activity for dogs throughout their lives as it burns excess energy, and is a great way to keep a dog healthy and active. Playing fetch is a fun way to build in aerobic exercise but it is important to make sure the game is controlled, so that a dog doesn’t do too much, too soon. Sticks and hard frisbees should not be used for fetch, as these can damage the mouth and teeth – a soft rubber ball of an appropriate size is best. It’s also important that dogs with joint stiffness don’t injure themselves with sudden twisting and turning or jumping too high, so is important to keep things slow and gentle.

Swimming can help with muscle strength, heart health, weight control and improve joint mobility. The resistance of the water means a dog has to work harder and will get more from playtime. In addition, as a nonweight-bearing exercise, it puts less strain on stiff joints. It is important to dry a dog thoroughly after swimming, especially if they are in their senior years.

Tracking certain objects using their scent can also help to maintain a healthy weight and heart. It is a low intensity form of aerobic exercise and is a great way for a dog to burn energy. As with fetch, the game should be kept steady to avoid excessive strain on joints.

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Senior Dogs Top tips for exercising ■■Two by two training – short and gentle play as part of a controlled exercise plan is a good way to develop a senior dog’s fitness, while reducing the risk of excessive wear and tear on their joints.

If a dog is getting back into exercise, owners should aim for 10 minutes of activity a day made up of two minutes of gentle play, followed by two minutes of rest, then two minutes of play and so on. Over time this can be extended with more time spent exercising in two by two intervals.

■■Soften up – harder surfaces such as concrete can have more impact on a dog’s joints than softer surfaces such as grass, so it is important for owners to be mindful of where play is taking place and for how long.

■■Exciting days should be followed with quieter ones – too many exciting days can be a strain on an older dog’s joints. It’s important to build in rest days. A very active day should be followed by a gentler one if a dog suffers from joint problems.

Top tips for feeding ■■Deciding when to change a dog to a senior diet depends on its breed. Small breeds tend to be considered senior at 10, large breeds at eight, and giant breeds may be considered senior at as young as six.

■■Senior dogs tend to exercise less, so need fewer calories.

■■Owners should always use treats designed for pets and feed functional treats (such as joint health treats) at the recommended daily amount.

Feeding the senior dog

Nutrition adviser for Arden Grange Ness Bird RVN offers advice on feeding the older dog For many years it was believed that a low protein diet was beneficial for the older dog. A moderate level of good quality dietary protein however does not cause renal failure, nor does it contribute to its progression in dogs, providing it is easily digested and metabolised. Protein should be biologically appropriate (so from meat, fish and egg rather than cereal or soy protein) and of a high biological value (easily broken down into its constituent amino acids and easily utilised for structural and metabolic functions within the body.) Examples of good protein sources that are ideal for the older dog are chicken, turkey, white fish and egg – unless any pre-existing allergy or intolerance to any of these ingredients is known*.

Impaired renal function can commonly affect the older dog, and if kidney problems are diagnosed, a low phosphorous diet is indicated. This is beneficial because it helps to reduce renal mineralisation and renal secondary hyperparathyroidism and slows the progression of the disease.

An older dog is likely to lead a more sedentary lifestyle, and therefore usually requires a lower calorie intake to avoid weight gain. Obesity is a risk factor for numerous clinical conditions in the dog including diabetes mellitus and joint disease, cardiac and respiratory problems. Owners should look for a lower fat diet (or reduce the dog’s food intake) when energy levels start to decrease.

A diet containing the amino acid L-Carnitine may also be beneficial, as this increases the conversion of fat to energy, thus helping to maintain lean body mass.

Many commercial diets formulated for the senior dog will contain glucosamine and chondroitin in order to help to protect the joints and prevent the deterioration that naturally occurs with age from worsening. Glucosamine provides the building blocks to synthesise new joint cartilage, while chondroitin helps to block

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destructive enzymes that break down cartilage.

Both are safe and natural ingredients, and any excess that is not required by the body is simply excreted in the urine.

Some senior diets may also be supplemented with MSM, which has anti-inflammatory and analgesic properties. A diet containing added essential fatty acids may also be beneficial, as the omega 3s release compounds within the body that reduce inflammation. Salmon oil is an excellent source of EFAs. Dogs with pre-existing joint disease may require higher levels of the various supplements than the diet can provide. In most cases, a proprietary supplement can be safely used alongside the diet and any conventional medicine, but it is worth checking with the pet food manufacturer or vet.

While aging is inevitable, feeding a good quality, supportive diet to the senior dog will certainly help to make life easier for the digestive system, which means that the immune system can focus on its proper job of protecting the body. In turn, this then has a knock-on positive effect on the other tissues, organs and systems of the body.

Mars Petcare offers owners of senior cats and dogs great variety across a range of flavours and formats. The range of senior pet products from brands consumers know and trust including Cesar, Pedigree and Whiskas are specifically tailored to a senior pet’s eating patterns, preferences, and nutritional needs.

Taking

stock From foods with low calorie content to supplements designed to help stiff joints, there is a wide range of products on the market to ease a dog’s journey into old age

*Zicker (2001)

Mars Petcare has a range of treats to support senior dogs. Pedigree’s Joint Care+, developed with vets, includes ingredients such as omega 3 to help promote flexibility and suppleness, and green-lipped mussel powder, which provides a rich source of chondroitin to help ease joint stiffness. The company says that trials it conducted showed that 72 per cent of dogs that were fed Pedigree Joint Care+ on a daily basis, experienced a higher level of mobility within just six weeks.

Pedigree Senior Loaf and Jelly contain fish oil and glucosamine, which also helps maintain healthy joints. Pedigree Senior Loaf and Jelly is formulated with high quality protein to help maintain strong muscles and gives dogs the support they need to help them stay active and healthy.

Information: 0800 738 800 or www.mars.com

August 2013 | 37

Senior Dogs

Taking stock Arden Grange Senior with fresh chicken and rice has been specially formulated by nutritional experts to provide the correct balance of proteins, carbohydrates and essential fatty acids, fats, minerals and vitamins to meet the nutritional requirements of older dogs.

It contains boosted levels of glucosamine, chondroitin and MSM for extra protection against age-related health problems. It is available in two kilogramme, six kilogramme and 12 kilogramme bags.

Information: www.ardengrange.com

38 | August 2013

As dogs get older they can easily put on weight, which in turn puts stress on their joints. Lovejoys Senior/Light Complete Dog Food has a lower fat content to help maintain a healthy weight plus added glucosamine and chondroitin sulphate to promote joint repair and mobility. All Lovejoys food includes seaweed oil, which contains and can support a healthy brain, vision and nervous system. It is hypoallergenic – using only a single source of protein – and is specially formulated to exclude many known allergens, such as wheat, wheat-gluten, dairy, pork, beef and soya. It also contains chicory extract, a natural prebiotic which encourages beneficial intestinal bacteria, helping to reduce stool odours.

Information: www.lovejoyspetfood.co.uk

James Wellbeloved’s range of senior dog foods is ideal for dogs over seven years of age and is tailored to the older dog’s specific nutritional requirements. The JW+ support complex of glucosamine, chondroitin and herbs is added to support older joints, which may become stiffer with age. Taurine is added to support the heart, with extra vitamins C and E to support the immune system. The hypoallergenic recipes are made with natural ingredients and contain no added artificial colours, flavours or preservatives. It is available in Turkey & Rice; Lamb & Rice; Duck & Rice; and Ocean White Fish & Rice in two kilogramme, 7.5 kilogramme and 15 kilogramme bags.

Information: 0845 300 4890 or www.wellbeloved.com

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IP_SynoVital_93x130_084_13.pdf

1

24/07/2013

11:01

Premium Hyaluronan 1.2M

heLps mAintaIn heAlthy jointS Easy-to-use liquid feed supplement, containing hyaluronan, which can be used to keep joints healthy, maintain bones and keep your pet’s coat shiny and smooth.

For more information or to order Syno-Vital Pet, please call InformPet on 0800 032 9099 or visit www.informpet.co.uk

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August 2013 | 39

Social media Community news and offers: ‘Before’ and ‘after’ photos work well for groomers and vets and behaviourists and great progress stories can be very engaging in addition to promoting your work (make sure you have approval from the owner). You can also promote in-store offers, open days, charity appeals and even staff changes, people love sharing offers and tips.

Developing influencers: Once your Facebook presence has been cemented, you will start to notice those members of your community who are particularly active and influential. It’s a good idea to nurture these relationships, thanking and following them.

4. Manage your community carefully

In your

face

Small animal vet Susie Samuel MA VetMB MRCVS, and founder of vethelpdirect.com, explains how pet businesses can build customer loyalty with an engaging Facebook page Setting the digital scene Some 48 per cent of all adults are using social networking sites with this figure rising to 87 per cent among 16 to 24 year olds1. Facebook is the largest social network with approximately 30 million users in the UK2 and 37 per cent of users ask friends for recommendations and 16 per cent make product purchases, so if you want to engage with customers, you should be there!

Facebook is a place where people with a common interest come together and your customers are likely to have a lot in common – their pet! If you can create a friendly online community of these people based around your business, it’s likely that you will become a part of your clients’ everyday lives. You are then likely to reach their friends and grow your business.

Here are my top tips for getting started: 1. Creating a Facebook page

A common mistake is to set up a personal profile on Facebook using the practice/company name. If you set up a business page, you can update your followers and advertise to them without seeing all their personal information.

Once you have more than 25 ‘likes’, you will be able to give your page a username, which will make it easy for clients to find you, for example, www.facebook.com/abcpet. Then, you just need

Facebook is a place where people with a common interest come together and your customers are likely to have a lot in common – their pet!

40 | August 2013

to add significant dates and a selection of photos to promote your services.

Once you commit to a Facebook page, it is important to keep it up-to-date and this requires time and effort. If you are running out of time, remember some posts can be scheduled in advance. You can also seek the advice of an agency but make sure they understand your business. Also, remember that how you behave on a business Facebook page is different to a personal page and if there are links between staff’s personal profiles and your business page, then make it clear what is acceptable on staff personal profiles.

Summing up At VetHelpDirect we have a huge amount of experience creating and running engaging Facebook pages for customers in the pet world.

Far from dehumanising the relationship you have with your clients, the internet can add a new dimension to your relationship – making it more instant and constant.

2. Plan your adverts

Facebook advertising is a no brainer! Adverts are demographically targeted – you can select your target age, gender, interests (such as pets) and location. This allows you to proactively reach out to local pet owners encouraging them to ‘like’ your page. These adverts are pay-perclick and you can cap your spend. You can also analyse what worked.

3. Create a content planner

In order to build a stronger bond with current customers and extend your appeal to their friends and potential customers, it is important to engage them with your content, so they go on to like and share. A one way broadcast should always be avoided. Content should be mixed and along the way you will discover what works. Here are some ideas: Interesting information: Work on a series of amusing pet facts – anything from health and behaviour to legislation and what’s in the news.

The more appealing the facts, the more likely they are to be shared.

Engaging images: Cute pet images are used by all sorts of brands (not just pet brands) to extend their appeal online – just look at Innocent Smoothies – and they work a treat especially on Facebook. Daily life in a pet shop, rehoming centre or walking dogs should provide plenty of photo opportunities.

Open posts: Short posts asking a question have proved very engaging such as, “I love my dog because....”

We would be delighted help spread the virtual word-of-mouth recommendations of your business. If you are interested in finding out more about us, have a look at our blog evetmarketing.com or email evet@vethelpdirect.com to speak to us.

1 Office of National Statistics, 2012 2 Facebook, September 2012

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August 2013 | 41

Reptile business

In the second of his regular monthly columns, John CourtneySmith of Arcadia Reptile discovers that retailers can prove a valuable source of information in the thriving reptile market The exotics market is continuing to grow.

Many shops are adding in reptiles or other exotics of some description and many specialist retailers are now entering our fantastic trade.

Public interest is growing as simple wordof-mouth spreads the message about how easy reptiles are to keep in comparison to other pets and how affordable the hobby is.

You only have to turn on the TV and one of the channels will be showing a programme featuring reptiles of some description.

The fact is that interest has never been so high. We can thank a whole host of TV stars for this including Steve Backshall, Sir David Attenborough and of course, Steve Irwin.

Sales of reptile dry goods continues to grow at alarming rates and live and frozen food sales match this increase. It is true to say that reptiles are now finally mainstream. With all of this renewed interest, and increased dedicated shop space, reptiles are available to many more people from all walks of life than ever before.

How do we ensure that these customers are retained long-term into the hobby and that the animals we sell will go on to live long and productive lives?

For me it is all about ethics. Should we sell and do we have enough knowledge in store to help care for the species? Is the customer able to house and care for the animal, or group of animals long-term, and can they afford to do so, well into the future? Do we have the staff resources to be able to support these sales and the returning visits and questions? Do we have

42 | August 2013

access to the right products and a knowledge base to ensure ongoing animal care and customer service?

If the answer to these questions is no, then you should question whether or not exotics are right for your business, or whether the species in question is good for your business. I feel that with the huge amount of educational resources available to us now we should not be making the wrong choices. As an example, even the beloved Bosc monitor would have to remain on the “not to stock” list due to its large size and emerging health issues from poor care.

The spotlight is on our trade right now, from governments to animal rights protestors, and we must be able to show we are doing all that we can to ensure the long-term prosperity of our animal charges and also our trade going forward. The good news is that many shops are now stepping up to the mark and improving sections and investing in professional staff.

These shops should go on to become “hubs or centres” of interest to keepers who will travel many miles to find such a store.

Our store policies should be up-to-date and we should be allocating time each week to research and reading. New species should be researched before being offered for sale. New animals should be quarantined for a good period and shops should be open and honest.

We all know that good customer care is good for sales in the long run. An upset customer today has the potential to never revisit a store if handled in a less than professional way.

The spotlight is on our trade right now, from governments to animal rights protestors, and we must be able to show that we are doing all we can to ensure the longterm prosperity of our animal charges and also our trade going forward Likewise, an upset customer today that is handled with care is without doubt captured and retained and carries on spending well into the future.

It is said that a happy customer would tell 12 friends about a positive retail experience. I do not believe this for one moment in today’s business arena. The forums and social media are just a click away. Imagine the impact on your business from a few posts that praise your service and dedication to animal care, one click and 90,000 potential keepers can see who you are and where you are. Imagine what can happen if the post isn’t so positive! Our business is changing. We are emerging from the shadows as reptile and amphibian retailers and the future is looking very bright indeed.

There are so many learning resources now - wholesaler open days, forums, social media sites and lectures are all available to us. We should show support to these functions and get involved. Reptiles are cool! They always have been cool and will remain so, but it is up to us to make sure that we trade in an ethical way to protect the industry going forward.

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Reptiles

Zoo bus is rolling into towns and cities across the UK In early 2013 Arcadia Reptile, was approached

by TV personality Dr Mike Leahy to advise him on the set-up of his new educational project.

Right from the start, the company was excited at what was then just a concept as John Courtney-Smith explains: “We are passionate about wild conservation and to us this seemed like a great way to get the message across.”

The Dr Mike Leahy Zoo bus is an old red London bus with a difference. Dr Mike strongly believes in animal education and in-situ conservation. His aim is to visit fetes, local shows, colleges and teaching facilities all over the UK to spread his message and what could be a better and more eye-catching way than on a bus.

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The bookings are coming in thick and fast with science week visits being very popular. The bus is not only a learning resource but it is also a place where the public can get up close and personal with a whole range of live animals from leeches to big snakes.

John adds: “I am convinced that meeting people in their own locations, showing them the wonders of nature and confronting them with the damage that climate change and habitat destruction inflicts will help with conservation causes. We sincerely wish Dr Mike every success and look forward to seeing his energy and enthusiasm impact people all over the UK and beyond.”

For more information go to www.zoo-bus.co.uk

Off the scale Interest is growing in the scaleless Texas rat snake, a species that has no scales over its body.

This not only makes the snakes incredibly smooth to the touch, they also have a bejewelled-like appearance. A stockist of the species, Scales and Tales in Leicestershire, David Cooke admits they are not to everyone’s taste – and some in the reptile sector have expressed concern about the ethical implications of selling an animal that has evolved with scales. However, David is quick to point out that they can be cared for in the same way as any other snake.

He adds: “There is nothing other than their appearance that distinguishes them from a normal colubrid.”

With scaleless species already widespread in Europe and the USA, it looks like the snake could prove popular in the UK.

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Aquatic business Help fish survive soaring summer temperatures Deciding to euthanise fish stock is an unpleasant but necessary task for many fish keepers, as it relieves the suffering of severely ill or injured stock. In order to make this task simpler, Vetark offers Aquased, an easy dosing anaesthesia. Based on the tried and tested active ingredient 2-phenoxyethanol, it enables fish keepers to humanely euthanise fish.

The fish can be confined in a relatively small volume of water and Aqua Sed is added at a dose of four pumps per litre. The fish will become anaesthetised first and then should be left to become sufficiently deeply anaesthetised for brain function to cease. It is available in 250 millilitre plastic bottle with an in-built measuring/dosing pump and is dependent on water volume, not fish size.

Information: 01962 844 316, email@vetark.co.uk or www.vetark.co.uk

With experts predicting the sunshine to continue now is the time many will sit back and enjoy their garden at its best.

Andy Paxton, from leading water gardening specialist Blagdon, offers advice to pass on to your customers to care for aquatic life as the mercury rises: Keep pumping – It’s essential that the pumps and air pumps are running throughout the day and night. The oxygen levels in the pond deplete at night when the plants stop producing oxygen. If the pump is not in operation when it is dark the fish can become stressed.

Improve circulation – It’s important to keep the water moving in the pond to ensure it doesn’t become stagnant under the scorching sun. Adding a fountain or waterfall, appropriate to the size of the pond ensures good water movement. There are also a wide range of products designed to create small bubbles, which help to circulate water from the bottom of the pond to the surface.

Aquatics

Keep it clean – Basic pond maintenance must continue over the summer months. The pump pre-filter foam, pump cage and filter foams should cleaned out regularly to increase water flow through these areas and contribute to a good overall circulation throughout the pond.

Stay on top of waste – Fish may eat more during the warmer months; this is due to quicker metabolisms boosting their appetites and is completely normal.This does, however, lead to increased levels of waste within the pond’s ecosystem, which should not be ignored. Filter systems can usually cope with these sudden rises in temperature, and therefore waste, but customers can add products to boost the filtration system by adding a source of good bacteria.

Treat new water – Every time the pond is topped up, which of course will be quite frequently in the summer, it must be treated to de-chlorinate the tap water and remove the harmful metals it contains. The hose must be run gently to avoid shocking the fish through the sudden change in temperature between the cold tap water and warm pond.

OATA advises on keeping tropical fish in unheated conditions Aquatic trade body OATA has created new guidance to help retailers answer questions on whether tropical fish can be kept in unheated conditions.

The advice document, which can be downloaded from its website under the Fishkeepers’ section, is there to help shop owners who may get asked by their customers about this issue.

The guidance lists the species of fish which are not suitable for keeping in an aquarium that does not have a heater and those that may tolerate this, subject to cer tain conditions.

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“We’ve been asked on a number of occasions about whether species that are generally regarded as tropical should be kept in unheated aquaria,” said chief executive of OATA Keith Davenport.

“The species under consideration are usually described as tropicals but may be described as temperate because they can live quite happily at lower temperatures than would normally be found in heated aquaria.

“To help with those questions from hobbyists, we’ve written the guidance document for retailers to give the best advice when asked,” he continued.

August 2013 | 45

Aquascaping

Setting the

scene Patrick Inwards, product marketing executive at biOrb, explores the interest in aquascaping and discovers it’s a hobby that anyone can pursue Aquascaping has become a growing sector in the aquatics market over recent years, with high-tech planted aquariums becoming increasingly popular.

Although these aquariums are stunning, they require lots of equipment and high levels of maintenance.

However, aquascaping does not have to be limited to the specialist plant enthusiast. With today’s array of synthetic plants and decorations anyone can create a stunning aquarium. These synthetic set-ups are lower maintenance and are easy to clean and change on a regular basis.

Samuel Baker has been creating aquatic based sculptures for aquariums for over 10 years. Here, he explains how it is possible to create a thematic composition which suits the aquarium environment and is pleasing to the eye.

The aquascaping of an aquarium is the most important part of setting up and keeping fish. Without it, an aquarium is just a vessel for holding water and, as interesting as fish can be, when an aquarium is put in the home, it is the overall effect which is key.

An aquarium is usually chosen to suit the needs of the animals being kept, but more commonly these days, it is a design element for the home. It is essential that this is considered when presenting inspirational ideas for the home, as the end user is more styleconscious than ever before.

When creating any aquascape it is important to consider the whole picture. The aim should be to create a design that has a coherent theme or colour palette, making sure all elements of the aquascape work together. When starting a display, it is important to decide on a key piece, which the aquascape can be built around. Samuel explains: “With the centrepiece sculptures I create for biOrb, they create a main focus in the

46 | August 2013

aquarium, where the rest of the display can be built up around it. This gives the end user a starting point, as often it is difficult for people to visualise how an element might work once in the aquarium, when they see it in isolation in a store.”

“When designing sculptures for the biOrb range, I always think about what would work together with our other decorative elements, so that it is easy for the aquascaper to piece the display together. By using smaller pieces of stone or pebbles which compliment or contrast with the main focal point, the composition starts to develop,” he continues.

Single decorations in aquariums, which have no consideration for the final overall look, can appear alien but by adding elements that soften these into the aquascape, the decoration becomes more attractive.

Samuel adds: “I have also created a range of plants, which complement these elements further, so that it is possible for the aquascaper to access decorative elements that work together to create a harmonious display. The use of colour is not necessarily natural, but works with the stylised colours of the sculptures, decoration and substrate to create a dramatic effect.”

Often, the end user has made a decision to purchase an aquarium, but may not have considered how they will create the interior. It is essential to remember that it is actually what is going on inside the aquarium that makes people want to set it up in the first place, so creating a beautiful display is essential.

A good idea is to create ‘recipe cards’, which demonstrate a complete aquascape, set in a home interior to stimulate ideas and to inspire the end user into having a go at creating a great display. These ‘recipe cards’ can also break down all the individual elements,

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Aquascaping so customers can easily see what is required to create the display. This gives them confidence to recreate what they see. This is very similar to what would be seen in inspirational home decoration and interiors magazines or on internet blogs.

In a retail environment, you are selling the dream, so having a stimulating display in store will inspire your customers to have a go.

Get creative. A dirty, unimaginative display with algae and a few decorations dropped in without consideration sends out a message that aquariums are hard work and difficult to maintain. An inspiring aquascape, in a clean, well-lit aquarium will give your customers the confidence to emulate your displays and to customise it to suit their tastes.

In store, keep displays fresh and ever changing.

This keeps your customers interested and encourages them to change their display at home.

The art of aquascaping needn’t be a daunting process, it should be a form of expression.

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Samuel Baker’s Top Aquascaping Tips ■■Decide on a central theme and stick to it. This could be a scenic design or colour theme, but make sure your customers consider every item they add, and ensure it works with the overall idea.

■■Feature items can be softened with complimentary decor, such as pebbles and stones, decorative elements such as faux starfish and shells to build up the composition and theme.

■■Keep it clean. No one likes algae and waste in the aquarium, keeping décor well maintained makes the whole aquarium look healthy and clean.

■■Change it up. As they would with their home, customers should be encouraged to change an element of the design, such as the colour of plants, or the pebbles, to create a fresh look every so often, so they don’t become bored with it.

■■Synthetic plants can be used to add height and to build levels up within the aquascape.

Using a variety of textures can add interest but a colour theme should be maintained so that it all works together.

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AT I C S T R A D E S H OW T H E U K ’ S WAT E R G A R D E N I N G A N D AQ U STARTING THE COUNTDOWN TO

The UK’s largest Watergardening & Aquatics Trade Event REGISTER TO VISIT

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call our hotline 01892 862848 or visit www.aquatelford.co.uk

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