Issuu

www.totalboarding.co.uk NOVEMBER / DECEMBER 2018

Animal Jobs Direct offers OFQUAL approved Level 2 and Level 3 qualifications that meet the new Animal Activity Licensing Regulations 2018 requirements. More on page 31

Contents

s we go to print, we will be heading toward the end of 2018, and what a year it’s been the World Cup and the introduction of the new Animal Activity Licensing Regulations! In this end of year issue, Isabel George, poignantly tells us about the brave war dogs and how they are to become recognised with a dedicated national memorial. On a business note, Dean Hart reminds us on how to market effectively and Jacqui Smith tells her story of the success behind Quintessential Quarters. We have a thought provoking article by Trish Naish on using the lead as an effective management tool, whilst the PFMA warn us against flabby rabbits. And to bring us some festive cheer, Becky Howe and Denise McGlennon have ideas for keeping guests and their owners happy during the season of good will. As a final note for 2018, TBM would like to wish readers, contributors and advertisers a very Merry Christmas and successful New Year.

Show case kennel and cattery

Contents 4

News

12 Lest we forget We introduce you to the work of National Military Working Dogs Memorial Trust working to commemorate war dogs.

16 Chomping away The PFMA brings us up to date with the latest in keeping healthy happy rabbits.

20 Avoid the pitfall Editor www.totalboarding.co.uk

Dean Hart reveals the art of effective marketing.

24 Making clients feel special

Christmas.

28 Its party time Denise McGlennon shares her yummy festive treats recipes.

32 Show case kennel and cattery This month Jacqui Smith, shares her story of the award winning Quintessential Quarters – kennels, cattery and grooming.

38 Lets go walkies Patricia Naish takes a look at using the lead as a management tool.

44 What’s trending now We bring you a summary of the latest market research from Mintel.

48 Bulli The story continues…..

Becky Howe gives us some useful tips on going the extra mile at

Editor

Design and Production

Meriel France – editor@totalboarding.co.uk

Grant Waters – grant@cimltd.co.uk James Taylor – james@cimltd.co.uk Lisa Humphrey - lisa@cimltd.co.uk

Commercial Director Mike Smith – mike@tgmpublishing.co.uk

Account Manager Neera Khan neera@tgmpublishing.co.uk T: 01795 509110

Credit Facilities Manager Natalie Murray – creditcontrol@cimltd.co.uk T: 01795 509103

Chief Executive John Denning – jdenning@cimltd.co.uk

© 2018 TGM Publishing Limited, The Goods Shed, Jubilee Way, Whitstable Road, Faversham, Kent ME13 8GD. No part of this magazine may be reproduced or stored in a retrieval system or transmitted in any form – electronic, mechanical or physical – without express prior permission and written consent of the publisher. Contributions are invited and when not accepted will be returned only if accompanied by a fully stamped and addressed envelope. Manuscripts should be type written. No responsibility can be taken for drawings, photographs or literary contributions during transmission or in the editor’s hands. In the absence of an agreement the copyright of all contributions, literary, photographic or artistic, belongs to TGM Publishing Limited. The publisher accepts no responsibility in respect of advertisements appearing in the magazine and the opinions expressed do not necessarily represent the views of the Publisher. The Publisher cannot accept liability for any loss arising from the late appearance or non publication of any advertisement.

Total Boarding Magazine | 3

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Latest news and product round-up DEFRA update guidance documents for new animal licensing laws

Kennel Club Chairman Resigns

EFRA have re-issued the guidance documents for the new Animal Activities Licensing Regulations, which came into force on 1 October 2018. The amended versions have addressed some of the points made in feedback provided by the Pet Industry Federation, in collaboration with the Corporation of London, in response to members’ concerns. Nigel Baker, PIF chief executive said: ‘We’re really pleased that DEFRA have been open to changes at this stage and delighted that a number of improvements have appeared in time for these regulations to take effect. Although not all of our changes were taken on board, we are continuing to collate comments to feed back to DEFRA in the new year, once we get a clearer idea of how the licensing is working in practice. We will also use our Primary Authority partnership with the Corporation of London to generate bespoke advice for our members if there are particular and common issues that arise, once inspections under the new licensing 6 | Total Boarding Magazine

regime take place.’ The new regulations address the huge changes in pet owner attitudes and lifestyles and take account of different business models which have sprung up in recent years and the rise of internet. There will be one generic licence for commercial pet businesses, regardless of how many licensable activities they undertake and there will be standardised criteria on the various activities providing a framework of minimum standards which businesses must meet in order to gain a licence. In addition, a star-rating system will be introduced for businesses, and there is a requirement within the legislation for trained inspectors. The revised supporting guidance, along with a link to the actual regulations and a changes log, are available on the PIF website at www. petfederation.co.uk For further information about how the Pet Industry Federation is helping its members comply with the new regulations, please visit the PIF website, telephone 01234 273933 or email info@ petfederation.co.uk

r Simon Luxmoore, Chairman of the Kennel Club, has resigned from his post. In the meantime, Mr Steve Croxford will assume Mr Luxmoore’s responsibilities with immediate effect, until the Board confirms interim arrangements. Mr Mark Cocozza has resigned from his role as Chairman of the Kennel Club Disciplinary Committee and will continue as Chairman of the Kennel Club Finance Committee, and Mr Jeff Horswell has resigned as Chairman of the Kennel Club Judges’ Competency Framework Working Party. The committees will elect chairmen to these committees in due course. These actions (the resignations) have been taken reluctantly and with deep regret by Simon Luxmoore, Mark Cocozza and Jeff Horswell in the hope of bringing an end or at least minimising the damage being done to the Kennel Club - an organisation they hold dear and to which they have given unstinting and dedicated service - by media coverage of these matters, which were intended to be managed within a fair and even handed SGM process. Mr Luxmoore, Mr Cocozza and Mr Horswell will remain on the Kennel Club Board. Further details will be announced in due course.

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The Animal Heath Trust is warning dog owners to be vigilant against the dangers of seasonal canine illness - SCI If you suspect your dog is showing signs of SCI, contact your vet immediately. The most important thing is to take seriously the signs of sickness, diarrhoea and lethargy in your dog, especially if they start within 72 hours of a walk in a woodland area. What is SCI? Seasonal Canine Illness (SCI) is a mystery illness affecting dogs during the autumn; no one knows what causes it. It is normally characterised by vomiting, which may be accompanied by diarrhoea and lethargy and these clinical signs are usually witnessed within three days of having roamed in a woodland area. Unfortunately, in some cases, SCI becomes severe very quickly and, sadly, some dogs do not survive. Cases have been reported all over the UK, are generally seen from August onwards, peak in September and may be seen in to November. What advice is there for dog owners? • Be vigilant Closely monitor your dog’s health in the hours and days after a woodland walk, especially if you normally do not walk your dog(s) in the area • Use a lead Keep your dog on a lead during a woodland walk so that you can keep an eye on them at all times • Don’t hesitate Go to your vet immediately if you think your dog could have SCI - prompt veterinary attention could make the difference between life and death. If dogs get veterinary treatment quickly, they tend to recover well after a week or so. • Keep hydrated Make sure your dog is offered water before you set off on foot, especially if you have travelled a long way in the car for your walk. Keeping hydrated may 8 | Total Boarding Magazine

help if your dog is affected by SCI. • Think about mites Harvest mites have been commonly noted on dogs suffering from SCI, so it may help to preventatively spray dogs against mites before a walk. It is important to use a spray rather than a ‘spot-on’ product as the chemical barrier of a spray may be more effective at preventing a mite infestation and can be applied directly to the more exposed areas of the feet, legs, chest and belly. Your vet will be able to advise on the correct products. • Tell others Help to raise awareness of the disease amongst fellow dog owners. • For full FAQs on SCI and to download poster go to: www.aht.org.uk/sci

The AHT is as interested as ever in identifying the cause of, and ideal treatment for, this mysterious disease. However, it has had to stop its SCI investigation due to shortage of funds and resource constraints and is currently reviewing if and how a new research project could best be instigated. Even if such projects are successfully funded, it may take several years to correctly identify the cause of this mystery disease. The most important thing that can be done to help save lives today is to raise awareness of SCI amongst dog owners. All dog walkers should be aware of a sudden illness after a woodland walk, typically including sickness, diarrhoea and lethargy, and to seek veterinary attention immediately.

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Latest news and product round-up Women pet owners more likely to be brand loyal

Pet theft petition delivered to Downing Street

petition to reclassify the theft of a pet to a specific crime in its own right, has been delivered to 10 Downing

Street. The petition, which gained 107,353 signatures and was debated in Parliament in July, was delivered by its creator, Dr. Daniel Allen, animal geographer of Keele University, and members of the Stolen & Missing Pets Alliance together with their legal advisor, John Cooper, QC. “Five dogs are reported stolen in England and Wales every day,” said Daniel, “yet less than 5% of dog theft cases lead to a custodial sentence. Criminals see pet theft as a low-risk high-reward crime. Pet theft reform is the only way to change this.”

hile consumers are most likely to use their hearts over their heads when buying for their pets, there are distinct gender differences in their attitudes. According to The Market Creative, more than 70% of women would ‘greatly miss’ their favourite pet store if it were no longer available, compared with just 55% of men. Their male counterparts are much more likely to follow the crowd, with 64% valuing recommendations from friends and family when choosing where or what to buy for their pets, compared with 44% of women. They are also more likely to be influenced by scarcity, with 52% admitting to wanting a pet product more if it’s rare or running out (women 38%). The Market Creative asked more than 100 pet owners about their attitudes to buying for their pets. The survey found

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HARSHER SENTENCING that people were more likely to be led by their heart and stick to the brands they know than look for retailers or suppliers that shared common values or ethics.

MARKETING TIPS • Celebrate loyalty by showing how you can offer support, from vulnerable puppy to old friend • Reinforce the benefits of buying or use humour to show what life would be like without you • Encourage recommendations with a family and friends reward scheme • Reassure customers with facts and figures or real customer stories • Create point-of-sale material with genuine customer feedback and reviews • Encourage customers to leave their tips on your website, building on the value of community.

John Cooper added: “The law is simply not geared up to recognise the importance of pets in the nation’s life. They are treated like property, and the invaluable contribution they make to millions of people’s of lives both practically and emotionally really needs to be acknowledged through a harsher sentencing regime.” Debbie Matthews, who chairs the alliance (SAMPA), commenting on the outcome of the debate, said: “The government interpretation is positive, but that is not happening in the courts. We continue to ask for clarification within the Theft Act and wonder why a simple amendment in the Sentencing Guidelines is not forthcoming. Pet theft reform is needed to help protect our pets.”

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Total Boarding Magazine | 11

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Dogs of War – We will remember them

As we edge towards the centenary of Armistice day, Isabel George, Trustee of the National Military Working Dogs Memorial Trust, tells us the moving stories of those who have selflessly served.

NMWDM Trustee’s and Dennis, the bomb detection dog

ogs have accompanied armies into battle since man first picked-up a weapon in anger. Through two World Wars and countless conflicts before and since, dogs have served in the Armed Forces and now, for the first time, the skills, courage, companionship and unstinting sense of devotion to duty shown by all Military Working Dogs is to be recognised with a national memorial. Plans for the memorial were unveiled at a special event in London this summer. Westminster’s Portcullis House was the venue for the launch hosted by the Rt. Hon. David Hanson MP who, accompanied by fellow 12 | Total Boarding Magazine

Members of Parliament, welcomed representatives from the British Armed Forces and their families, and special guests from all sectors of the arts, literature and the dog world all pledging their support for the new memorial. In his launch speech David Hanson praised the team behind this unique tribute to singularly recognise the life-saving contribution of military working dogs and canine Service mascots. “The passion shown by all those working to make these plans a reality is truly inspiring and having the support of key members of parliament

Marc the vet and Emma Ward (Trustee) at Pup Aid

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Manufacturing Catteries is what we do

We don’t build sheds, or garden furniture, we design and build premium bespoke living accommodation for cats. This is a new era for animal housing. Expectations have risen dramatically over the last 5 years meaning customers want larger, lighter, luxurious living spaces for their beloved animals and what better way to ease the wave of guilt you might feel when leaving home watched by two large, sad eyes, than to know your furry friend will be enjoying five star luxury in your absence. Each individual cat house or run is made from scratch by the team of expert joiners in our factory near Bristol. Some weeks we are busy manufacturing enormous 30 pen catteries ready to be delivered and installed in Scotland, other days we will be putting together a bespoke garden run for a cat lover a couple of miles away. Whatever we are doing, we are doing it with the love, care and attention to detail that people have come to know and expect from a Lindee Lu building.

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Buster

means that we can press forward with the fundraising efforts to build a lasting memorial to our service dogs. This memorial will say, at a glance, how proud we are, of the dogs who have not only served their country they have saved lives.”

Canine Guardians The design for the animal cenotaph, features bronzes of four heroic war dogs positioned as guardians of a central monument dedicated to the Service dogs of the Royal Navy, the Army and the Royal Air Force: Judy, an English Pointer, was a WWII Naval mascot, who spent three years in Japanese labour camps in Sumatra. She became the only dog to be officially registered as a Prisoner of War. RAF terrorist tracker dog, Lucky, served during the Malayan Emergency from 1949-52. The German Shepherd was the only survivor of a four-dog team who successfully tracked-down insurgents and so saved many lives both military and civilian. Theo, a Royal Army Veterinary Corps Arms and Explosives Search Dog was serving in Afghanistan in 2011, when his handler Lance Corporal Liam Tasker came under fatal enemy fire. Theo, a Springer spaniel, died from a seizure just hours after L/Cpl Tasker lost his life in the line of duty. Air Dog Buster served in Bosnia, Iraq and Afghanistan as an Arms and Explosives Search Dog saving, it’s said, over a thousand lives during five extraordinary tours of duty. When the brave spaniel retired he retained the honorary position of mascot of the RAF Police until his death in 2015. Buster’s handler, Flight Sergeant ‘Will’ Barrow, commented at the 14 | Total Boarding Magazine

launch: “Many thousands of dogs have served with the Armed Forces in many conflicts. They are a great forcemultiplier and have saved lives in many ways. “More than that, they have been doing the job alongside Armed Forces personnel since the First World War when dogs trained for military service acted as message carriers in the trenches, guardians of casualties in NoMan’s-Land and many canine mascots provided comfort as reminders of home when home seemed so very far away.” “To have all the dogs recognised in this way is superb.”

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Charity status The event in Parliament to unveil the plans and design simultaneously launched the National Military Working Dogs Memorial (NMWDM) Trust, the charity set-up to raise the £150,000 needed to construct the memorial which will enjoy a perfectly peaceful setting in Brynford, Flintshire. John Ward, owner of the Brynford Pet Cemetery, where the memorial will have its home, said: “Brynford is already a popular pilgrimage for dog lovers and owners and, as hosts of this military memorial, we offer a focal point for those who wish to pay their respects to the dogs who also serve. “We feel very honoured that our site was chosen to be the home of this prestigious memorial to our brave war dogs.” The charity already has the support of key guests at the launch including the Chairman of the Commons Defence Committee, the Shadow Welsh Secretary and Shadow Defence Secretary in addition to all branches of the Armed Forces and families of

military dog handlers past and present. Representatives from all aspects of the canine world, including media personalities, artists, writers and others working with dogs in the field of private security and detection were there to join forces with the military to pledge their support for the memorial at the launch event. Kennel Club Chairman, Simon Luxmoore, said in response to the heartfelt presentations at the event: “The contribution of the military working dog should never be under estimated in peacetime as well as in conflict. They have served and continue to serve, alongside their handlers, with unstinting courage. This memorial charity and the ethos behind its formation confirms that our military working dogs have earned eternal remembrance. This memorial will honour them now and always.”. For more information on the NMWD memorial charity and fundraising events please visit: www.nmwdm.org.uk OR email: info@nmwdm.org.uk

The importance of a deep clean

Choosing the right disinfectant is paramount to running a successful boarding kennels by helping to eliminating disease, parasite challenges and any zoonotic potential.

here is a minefield of products on the market, varying in practical usage, the ability to destroy pathogens and cost. However the choice of disinfectant must take into account the properties of the disinfectant and the job in hand. • Efficacy: – will it be effective against the pathogens you might incur in the boarding environment? • Ease of use - how much contact time is needed, do I need to rinse? • Dilution rates – Manufacturers’ recommendations which are calculated to kill the potentially problematic microorganisms, parasites and their eggs. • Safety – Is it safe for the animal, staff and the environment? Seek advice professional advice if you are unsure. Remember to protect yourself when applying the chosen product. Read the label and even check the product information on-line. The extent to which pathogens can be destroyed or rendered harmless will vary from those which are easily destroyed in the environment to those which have specialised to with stand extreme environmental conditions for many years. Canine Distemper Virus for example is friable and will not survive for long in the environment. However at the other end of the scale Canine Parvo Virus can remain dormant in the environment for years. Furthermore some bacteria (and fungi) produce spores that can then remain viable in the environment for long periods of time, surviving periods of prolonged

cold and dryness. E.g Tetanus and Ringworm. Additionally eggs and oocysts from parasitic endoparasites can also remain in the environment for prolonged periods, such as eggs from Toxocara canis, a round worm which can cause Toxocariasis in humans and Toxoplasma gondi which causes Toxoplasmosis.

Practical application • Secure animal into a run or exercise area (cats can be placed in a basket) • Remove beds, bedding, toys, bowls etc • Remove all traces of organic material such as dirt, urine and faeces • Use a detergent to break through the biofilm and allow the disinfect access to be in contact function properly. • Only use freshly made up solutions and always follow the manufacture’s instruction for dilution • Check application rates, contact time and rinsing.

• Allow the area to dry before allowing the animal access. • Replace beds, bedding, toys, bowls, etc Tip: For a really good deep clean eg between guests of or following any outbreak of disease - leave contact time overnight. Choosing the right disinfectant is paramount to effective biosecurity and vary in their efficacy and cost, so you might find you need more than one for various purposes eg different disinfectants for kennel or cattery area, equipment, food and water receptacles and hand sanitising. For areas where the risk of cross infection is higher eg the kennel unit and corridors, go for a broad spectrum disinfectant effective against bacteria, viruses and fungi which also has a with a wide spectrum of activity capable of killing coccicial oocysts and eggs.

Total Boarding Magazine | 15

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The healthy pet guide: article on feeding rabbits

As the experts in pet nutrition, in this article Nicole Paley of the Pet Food Manufacturers’ Association (PFMA), focuses on the role of diet in keeping your rabbits fit, healthy and well.

abbits are very sociable and entertaining pets. They come in all sorts of shapes and sizes – with many hundreds of varieties. Just like dogs and cats, they are regularly thought of as one of the family. With gentle handling, the right diet and good veterinary care, a rabbit can live between 8 - 12 years; some may live longer. With the right care, small pets make great companions for children and adults alike. When it comes to rabbit nutrition, there are a few characteristics of the rabbit’s physiology, which really affect their daily dietary needs; here is some must-know information to help your rabbit live a long and happy life.

Portion size should be measured and controlled

A BODY SIZED PORTION OF HAY – EVERY DAY! Rabbits, along with guinea pigs and chinchillas have teeth that grow continually and need to be worn down. High levels of fibre in the diet are vital for good dental health and digestive well-being, so a plentiful supply of good quality hay is needed. Another good source of fibre is grass (freshly pulled long grass).

Rabbits are highly social and need the company of other rabbits

VITAL NUTRITION TIPS: • Good quality hay and grass should make up most of your rabbits’ diet • Rabbits need to eat a portion of hay the size of their body every day • They can also have free access to fresh grass

FRESH LEAFY GREENS Leafy greens provide additional nutrients and moisture in a rabbit’s diet 16 | Total Boarding Magazine

as well as offering a variety of textures and tastes providing stimulation and enrichment.

A WORD ABOUT CALCIUM Rabbits absorb calcium at a level that directly relates to the level offered in their food – this means that even if they do not require any more calcium, they continue to absorb it. As a result,

both the calcium content and the calcium: phosphorus ratio is important. A commercially prepared rabbit food will have the right calcium phosphorus balance a rabbit needs for healthy body function so that you don’t need to worry about it.

THE ROLE OF COMMERCIAL RABBIT FOOD

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There are different types of commercially manufactured rabbit foods available and the feeding guidelines need to be followed. As with cats and dogs, there are life stage products available including foods for growing rabbits or older rabbits that are inactive or prone to weight gain.

PAWTION CONTROL: • Whatever type of manufactured rabbit food is fed, the portion size should be measured and controlled following the feeding guidelines on the rabbit food packet. • It is important that rabbits have a controlled portion of manufactured food every day to ensure they are receiving all the vitamins and minerals they need to stay healthy. However, this should not replace hay as hay is vital!

TREATING

Occasional treating with a piece of fruit or root vegetable is good for bonding but such treats are high in sugar. Rabbits have evolved to require a high fibre, low sugar diet, so any sugary foods should only be fed occasionally.

NOT JUST WHAT YOU FEED BUT HOW YOU FEED Food (taken from your rabbits daily portion) can also be used to encourage activity, for instance, digging and foraging for food, reaching for food on higher platforms and in hanging basket devices. Rabbits are natural foragers so as well as providing an opportunity for more exercise, this will satisfy their natural behavioural needs which keeps them mentally healthy too. Hand

Rabbits should have plenty of exercise

18 | Total Boarding Magazine

Rabbits require a high level of fibre in their diet

feeding is also an important bonding activity for you and your rabbits which they will really value.

WEIGHT MANAGEMENT Weight and wellbeing should be monitored and food portions adjusted if your rabbits seems to be putting on weight. Like cats and dogs, it is easy to do regular weight and body size checks at home. The PFMA rabbit size-ometer is a great place to start.

POOP PATROL Rabbits eat their own poop and they need to do this to stay healthy – the first pass of poop, which they eat directly from source, is called a caecotroph and it is softer than the second pass of poop, which looks more like a round, dry fibrous ball. If you start to notice uneaten caecotrophs, you should increase your rabbits hay intake and reduce the other more concentrated foods in their diet. If they seem to stop eating or pooping it is a good idea to take your rabbit to the vet.

HOW IMPORTANT IS WATER?

Drinking water is incredibly important and a constant supply of clean fresh water should always be available. Specially designed bottles with metal spouts are a good option but some rabbits prefer to drink from a heavy bowl. So why not try providing both and see which your rabbits prefer.

EXERCISE Like us humans, rabbits should have plenty of exercise to keep them happy and in good shape. They need regular access to a large run. Activity can be encouraged and enhanced by hiding food and treats in hay around the run. A large litter tray filled with compost can also encourage them to actively dig and display natural behaviour.

TWO IS COMPANY Because rabbits are highly social creatures, they need company and company that comes from other rabbits. According to the Rabbit Welfare Association and Fund, rabbits value the company of other rabbits as much as they value food – that is how important it is to their wellbeing.

TOOLS TO KEEP YOUR RABBIT FIT AND HEALTHY PFMA has some tools to help with your rabbit care, these include: • Rabbit Size-O-Meters (a visual chart you can check to see if your rabbit is a healthy size) • Importance of Hay Poster (this gives advice on what and how much to feed your rabbit) • Feeding Small Mammals Factsheets (further feeding advice from PFMA) Please visit: https://www.pfma.org.uk/ factsheets-and-tools

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Total Boarding Magazine | 19

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The Pitfalls of Marketing

What is a ‘pitfall’? What is ‘marketing’? The first question is a great deal easier to answer in just a few words but knowing about pitfalls is equally important as the basic understanding of the second question. Dean Hart MCFBA, AABCP explains.

‘pitfall’ can be described as a covered pit used for trapping an animal or human, hmm this does sound like some sales deals. Marketing in its ‘entirety’ is a huge topic but a basic description is the action of researching, creating, communicating and exchanging goods or services that have value to others’. So why is there often a link with the definition of ‘pitfall’ with that of ‘marketing’? Those of us that have been caught out by clever marketing can probably relate to this, however both definitions go together well when considering small business marketing management. As a small business owner, you may not consider that you need a marketing plan, but marketing is an essential tool for the success of any

20 | Total Boarding Magazine

business regardless of size, turnover or available budget. Not having any marketing plan could mean the difference between success and business

suicide. So, consider what, how and when you will be promoting your business, assess who your clients are or need to be, establish a robust pricing strategy not based on price war but based on value for money. Then consider how to market yourself. Shop around. Evaluate costs and different methods. Marketing, advertising, and salespeople often put forward offers that may sound amazing, and some sound too good to be true because in fact they probably contain the hidden dangers of a pit! What should you be aware of and what should you avoid when marketing your SME (Small to Medium Enterprise)? Here are some tips. Remember that nobody can offer the earth but what you offer has value to others. Keep up to date with current trends and how people look for the type of service

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or product you provide. Don’t just think about how you would search for the same, ask your existing customers (or selected people if you are setting up) how they heard about you. This is a simple question but a very valuable and important one. There is no point continuing to post adverts at cost in your local paper if this is not where people find out about you. Marketing research has proven that there is a greater demand to promote businesses through the mobile network, many people as you know, use their mobile phones constantly and use their phone to look for services they need. In the animal care industry, a high percentage of customers are those with disposable income, such as young and middle-aged professionals. Marketing research has also shown that young professional couples are becoming more inclined to own a pet before raising a family. So, if you own a business website, and these days you should, make sure it is ‘mobile phone friendly’. If you are like me and would prefer to be ‘off grid’ don’t be tempted! If you don’t keep up with the trends your business is likely to be left behind. But a moment of caution, keeping up with trends does not mean that you must saturate every social media and spread your business information everywhere. Pick and choose what is best for you and your business. You may find that most of your customers use Facebook, if they do, then concentrate on producing good quality information that can be uploaded quickly and easily every day. Take notice on what posts receive the most interest and establish if there is a pattern, if there is then follow it. Facebook, like other social media provide feedback for your site that can help you manage and plan your best strategy. Do remember not to be drawn in by their ‘pitfalls’ as this can become very expensive. Keep your commercial advert postings to a minimum or you will start to lose your followers, just entice them with special offers, events or competitions every few weeks. By trying to focus on too many social media platforms you may find 22 | Total Boarding Magazine

that the quality of your information is lost, spend less time on updating as many social media sites as possible and streamline the best social media contact for you and you may be surprised at the results. There are many pitfalls hidden in the deals that arrive by cold canvassing. By this I mean emails and telephone calls not requested by you, selecting your business to take part in the next offer, such as town maps, police veteran support and those claiming to support charities. These can often tie you in to two- or three-year contracts, they bring little return on your spending and should be avoided, especially if your marketing budget is low. Opting out of their contract is difficult and their debt management is aggressive and costly. There are good deals out there and I am not suggesting you avoid any charity support, but I am saying be cautious. Also consider the flip side of your marketing. What are your customers expecting of you? I could sell myself,

bushy hair, speaks three languages, middle aged, expert and practiced in child management. I offer 6 hours of child care for 5. What I hide is that I did have had lots of hair, I can speak bits of three languages, I had children but now children are not my passion. 6 hours for the price of five is good but I will also charge for cleaning clothes, mileage if I take the children out, and wear and tear on my car! How disappointed and annoyed would my customers be when I then present them with my contract containing hidden prices. Be clear with your pricing, don’t try and hide extras, you are likely to lose customers, lose face and eventually lose your business. It’s a good job I didn’t say I was 6 feet tall or I would be in breach of advertising standards! Happy marketing!. Dean Hart MCFBA, AABCP is a Clinical Behaviourist and Consultant with Behaviour and Training Referrals. www. cbt-referrals.com.

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The most wonderful time of the year

For some it may be a little early to mention Christmas, but this is something businesses often think about well in advance. Kennels and catteries will often start thinking about Christmas fairly early on in the year. Becky Howe BSc (Hons) gives us some seasonal tips to make clients feel special.

lients may make their bookings months in advance to ensure their companions are well looked after over the Christmas period. This could be for reasons such as going on holiday or traveling across the country or elsewhere to visit family. Our companions can’t always travel with us so it’s essential to ensure they are well cared for. For many, leaving their pets can be a difficult time so it’s always necessarily to make every effort to make this as stress free as possible particularly at Christmas. During the festive season it may be that people bring in presents and stockings for their dogs and cats for Christmas day. Why not take a photo or short video of their pet with their presents and stockings to send to their owners? Owners love to hear their animals are well and happy and this could give them some peace of mind. Alternatively, if it’s feasible it could be possible to set up a web cam so they are able to see their pets. This is something that some premises already have on

Stocking fillers

24 | Total Boarding Magazine

A photo competition is a good way of generating interest

site where owners can watch live video streams of their pets. With the owner’s permission, and food allergies taken into consideration, it be possible for the animals to have a small Christmas dinner or special meal on Christmas day and a photo taken at this time. This is something owners would often do for their pets at home to include them in the festive celebrations. This may be a bit time consuming but can be very well received by the owners and animals! Another small touch is to decorate the entrance and office with some decorations or a small Christmas tree. This can make a business feel a friendly and welcoming place at this time of year. Often you will see the classic tubs of chocolates or mince pies left out for clients too (although if this is the case it would be advisable to keep these food items well out of reach of dogs!). Businesses often reward their loyal customers or give them a card or small gift over the Christmas period. This

can certainly be the case in the animal industry such as with dog walkers, trainers, groomers, physiotherapists etc. This is just a small gesture but can be gratefully received. Although the client base may be particularly large, it may be feasible to send out a Christmas card to all your clients or at least the regular clients you have had during that year. Something simple to wish them a Merry Christmas and thank them for their business over the past year can be a nice touch. This also lets them know that you havent forgotten their pets and may remind them to book in for the coming year. Alternatively you may set a short time frame over the Christmas period where you send pets home with their Christmas cards after their stay. This can be a simple and low cost way of showing your appreciation for their business. Another small touch could be giving the animals a small gift over this period. This doesn’t have to be anything large but can commonly

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other peopleâ€™s pets. It includes a comprehensive customer and pet database, a boarding, daycare and appointment module and a number of other features to help reduce the daily burdens of running a pet boarding business. Moving to an online booking software may seem daunting but the benefits of having all your data in one place means you will spend so much less time on admin and so much more time with pets! For more information about Revelation Pets please contact:

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kennels and catteries will likely use a facebook page, posting about relevant business information, changes to the business as well as things such as images of the premises and potentially the dogs and cats in their care. Make use of this resource over the festive period. It is common to see various competitions on facebook pages. Competition ideas could be: • Create a caption for a photo • Best photo competition • Guess the number of treats in the jar • Guess the breed

Brighten the place up with festive decorations

include things such as squeaky balls, a festive toy, chews, a pack of treats or even a festive biscuit! It really doesn’t have to be anything extravagant but let’s face it, owners often love to spoil their pets so even something very small can leave a big impression on the owners. All business know having an online presence is essential. Over the year Businesses often reward their loyal customers

26 | Total Boarding Magazine

This can be a great way for many reasons including getting people looking at your page, both new and existing clients, creating a loyal following, increasing the publicity in your local area and generally a cheap way to advertise and attract interest. People looking at your facebook page may also visit your website and it could be a way to remind people to make their

bookings for the upcoming year. The competition doesn’t have to be complex and could be very simple, requiring minimal effort. Often the prize for a photo competition is for the winning photo to be the page cover photo for a certain length of time. But the prize can be anything you would like! A gift voucher, hamper of goodies or a free night in the kennels. These facebook competitions are generally free to enter and people get the chance to show off their pets photo so are often very popular. But don’t let this be a one off, get people engaging in your facebook page throughout the year with regular competitions to get people interested, following you and talking about your business. Make use of these easy and cheap forms of advertisement! Whatever you choose to do, make sure your kennels and catteries are a warm, welcoming place at Christmas and ensure your customers feel valued. Becky Howe BSc (Hons) is a dog walker, pet sitting and dog trainer. Working with companion animals for over 8 years she has a passion for improving the quality of life for companion animals. Specifically by aiding dog owners in understanding their dogs better and helping to improve their quality of life through early socialisation and training for a happy dog.

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Total Boarding Magazine | 27

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Carefree christmas

Looking forward to Christmas there is lots of planning to be done, decorations, gifts, visiting family, and of course the FOOD!!. Denise McGlennon temps us with some delicious recipes.

veryone wants to treat their four legged as well as their two legged family at Christmas time. The tradition of exchanging or giving gifts is one that many people make part of their holiday celebrations. Many people give gifts to their pets and are just as excited for Christmas morning with their pets as any proud parents would be. A large part of the festive season is thinking about and planning for Christmas lunch or dinner. So what about our pets? A lot of the food that we enjoy or associate with Christmas can bring tummy upsets to our cats and dogs or even worse could actually be toxic. I would like to share with you some foods that are ok to give to your pet and those that are not safe or at very least if overdone can cause gastric discomfort and related problems, as well as giving some recipe ideas that may make sharing your Christmas preparations

and day with you pet more enjoyable.

to cater to your canine’s palette

Snacks and recipes for your Pets

Ingredients • 2 ½ cups whole wheat flour (substitute regular flour or oats if your dog is sensitive to wheat) • 1 tsp. salt (or less) • 1 egg • 1 tsp. Beef or chicken Bouillon granules (can substitute beef or chicken broth/stock) • ½ cup hot water • Optional: Add bacon or chicken broth, eggs, oats, liver powder, wheat germ, shredded cheese, bacon bits, to (your dog’s) taste

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Directions 1. Preheat oven to 350 degrees 2. Dissolve bouillon in hot water 3. Add remaining ingredients 4. Knead dough until it forms a ball (approximately 3 minutes) 5. Roll dough until ½ inch thick 6. Cut into slices or bone shapes (you can purchase a bone shaped 28 | Total Boarding Magazine

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cookie cutter to make shapes with) 7. Place dough pieces on lightly greased cookie sheet 8. Cook for 30 minutes

Dog Lovers Liver cake! Ingredients • 450g (1lb) of raw liver (lamb) • 450g (1lb) of self-raising flour (or gluten-free flour for dogs with allergies) • 3 eggs • Milk/Water Directions 1. Mix eggs and milk/water In a measuring bowl, crack the eggs and add milk or water to double the volume. Using a fork, mix well to blend. 2. Mix liver Using a blender, liquidise the liver to a smooth consistency. 3. Mix together Mix in the egg and milk/water mixture to the blended liver. 4. Stir in the flour In a large bowl, combine the remaining ingredient flour. You’ll find it will turn into a sticky, dough-like consistency. 5. Transfer into baking trays - separate into two batches and line the baking trays (can be unlined). 6. Bake in the oven - Pop into the oven at 180 degrees, for 75-90mins. Check on the cake at around 75 mins – the top should be darkened and should bounce back when pressed lightly. 7. Remove from oven and cut into small sized bites (if preparing as treats). I find it cuts a little easier whilst still warm. Though be warned your pooch will be watching you carefully at this point.

Santas Salmon Cat Treats Ingredients • 1 can salmon undrained • 1 egg beaten • 2 cups whole wheat flour • Goldfish” small cookie cutters Directions 1. Mix the undrained canned salmon in a food processor and chop finely 30 | Total Boarding Magazine

2. Combine salmon, egg, & flour in stand up mixer until it forms a dough 3. Roll out dough to 1/4 inch thickness on a floured surface 4. Use a cookie cutter (I recommend a 3/4 inch cutter) to cut into pieces 5. Put the treats on a baking sheet & bake at 350°F for 20 minutes 6. When they’re slightly browned and crunchy, they’re done. 7. Allow to cool before serving. 8. Store in an airtight container for up to 2 weeks.

Christmas Catnip Crumble! Ingredients • 1 lb of ground mince • 2 Eggs • 2 tablespoons Catnip Directions 1. Preheat over to 375 degrees farenhight and line baking sheet with foil. 2. In a large bowl mix all ingredients by hand. 3. Spread mixture on foil line baking sheet and bake for 7 to 10 minutes. 4. Drain any excess fat and crumble. (Can be given alone as a treat or crumbled over cats regular food.) As with any new food, always feed sparingly and gradually introduce to your pets diet. Overfeeding of any

kind can cause tummy problems and discomfort. Why not practice now and start introducing your pets to their “treats”. By the time Christmas comes you will be well practiced in making your own homemade goodies and your pets tummies will have adjusted and accepted the new gourmet selection on offer ensuring everyone, including your cats and dogs will have a happy, drama free Christmas!!

What not to feed I would like to share with you some foods that are ok to give to your pet and those that are not safe or at very least if overdone can cause gastric discomfort and related problems: The lists are not exhaustive so usually the best rule of thumb is if its human food and or processed then it shouldn’t be fed to your dog or cat.

CATS:

DOGS:

Chocolate

Macadamia nuts

Avocado in all forms including guacamole

Tomatoes

Grapes and raisins

Chocolate

Cherries

Grapes and raisins

Fatty foods/fat trimmings

Mushrooms ( wild )

Onion and garlic

Mushrooms (wild) Milk Yeast

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The new Animal Activities Licensing (AAL) regulations came into effect on 1 October 2018. With this brings a number of changes, including the requirement to have clear evidence of knowledge and experience or a minimum of an OFQUAL regulated level 2 qualification in a relevant subject.

he new regulations will replace a number of different pieces of animal establishment regulations, namely: Boarding Establishments Act 1963, Pet Animals Act 1951, Riding Establishments Act 1968, Dog Breeding Act 1991, Performing Animals Act 1925. From that date any businesses in England commercially trading live animals or boarding cats or dogs either during the day or overnight will need a licence issued under the new regulations, although existing licences issued under the Pet Animals Act 1951 or the Boarding Establishments Act 1963 will remain valid until they expire. The new regulations take effect on renewal or if your business is being brought into the scope of licensing for the first time. Activities such as Commercial Dog Boarding Kennels, Commercial Cat Boarding - Catteries, Commercial Home Boarding, Commercial Dog Daycare, Commercial Dog Breeding are covered by the new legislation. Under the new regulations, staff working for Dog Kennels, Boarding Catteries, Dog Day Care or Dog Boarding must have clear evidence of knowledge and experience or a minimum of an OFQUAL regulated level 2 qualification in a relevant subject. Or, to meet the newly introduced ‘’Higher Standard’’, a member of staff with a relevant OFQUAL regulated Level 3 qualification must be present

during the working day. And here’s where Animal Jobs Direct can help. Established in 2005, Animal Jobs Direct offers a comprehensive selection of accredited and affordable animal care qualifications. The team at Animal Jobs Direct are passionate about animal welfare and understand how important it is to raise standards in the animal care sector through education. We believe that employees can make a huge difference to the animals in their care and to animal welfare if they are empowered with the right skills. Animal Jobs Direct courses have been designed in consultation with employers to give students the best chance of gaining meaningful employment working with animals. All Animal Jobs Direct qualifications and courses place a strong emphasis on ethics and welfare in animal care. These OFQUAL regulated qualifications meet the new Animal Activities Licensing requirements. The AIM Awards Level 2 Award in Canine Health, Welfare and Behaviour Qualification meets the new Animal Activity Licensing Regulation requirements for the basic standard requirements. The AIM Awards Level 3 Diploma in Canine Care, Behaviour and Welfare Qualification meets the Higher Standard Animal Activity Licensing Regulation requirements for Dog Kennels, Dog Day Care and Dog Boarding Businesses.

The AIM Awards Level 3 Diploma in Feline Care, Behaviour and Welfare Qualification meets the Higher Standard Animal Activity Licensing Regulation requirements for Boarding Catteries. This qualification will be available shortly for enrolments, please contact us to register your interest. The City and Guilds Level 3 Certificate in the Principles of Animal Management within a Pet Store Higher Standard Animal Activity Licensing Regulation requirements. This qualification will soon be offered by Animal Jobs Direct. Please contact us to register your interest For further information and to register interest, please contact us on: www.animal-job.co.uk Total Boarding Magazine | 31

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Quintessential Quarters

Andy and I moved down from Edinburgh in 2013 to start our new life at Quintessential Quarters (QQ), a Staffordshire based Boarding Kennels, Cattery and Dog Grooming Salon set in stunning grounds and countryside. Jacqui Smith shares her story...

ndy had taken early retirement from the Army where he had worked his way from an Army Apprentice to Lieutenant Colonel in the Royal Army Medical Corps. As an Army wife I accompanied him on many postings, lived in 15 Army quarters, in UK, Germany and Nepal. The idea of some stability in my ‘forever’ home and the chance to realise my own ambitions was very appealing. Andy fortunately had a good pension which he released to purchase the business on the understanding that I would run it with some assistance on the administration side from Andy. In my past I had trained as a Veterinary Nurse, worked in a kennels as a teenager, and owned, bred and worked Flatcoated Retrievers. I had always wanted to own my own kennels and be involved with animals on a daily basis, something I am passionate about. Andy and I have two grown children, a son, Josh and a daughter, Rachael who is a Vet. Whilst Andy was working away in Afghanistan, Rachael and I set to work searching for the perfect boarding business. The location of the business didn’t matter, as our military background meant there were no geographical ties. We thought that the Midlands would be a good place with access to friends and family all over the UK. Rachael and I shortlisted our favourites, and set off to view six boarding establishments.

32 | Total Boarding Magazine

Team QQ

Rachael and I fell in love with Quintessential Quarters instantly. Andy was happy to leave the decision to spend his pension in my hands, which looking back now was quite remarkable! Lloyds bank provided the business mortgage to top up the shortfall so many thanks to the Black Horse for that! The location of the property is very rural but just 10 minutes from Junction 15 off the M6. In the first year, Andy and I were on a steep learning curve and soon realised we had under-estimated the massive undertaking of purchasing a boarding business. There was so much to learn and we were determined to do it well. We worked around the clock to learn, study, and develop the business. The biggest challenge in the first two years was living and working together

The play area

as a couple which we had never done in our 28 years of marriage. Andy was always the main bread-winner with the steady career, and I managed the home, the children and worked where I could. I was the support team! Things changed because I was the lead…..this caused many problems! We decided for both our sanity that Andy would pursue his own second career teaching English as a foreign language to adults in the MOD,

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something he was passionate about. So, I then managed QQ alone most of the time whilst Andy helped out when he could, but his work took him away for most of week. I went on to successfully develop a highly regarded luxurious, loving and healthy dog and cat boarding business with a growing repeat customer base. Last year Quintessential Quarters was one of six shortlisted for the Kennel & Cattery of the Year Awards by the Pet Industry Federation. This would not have been possible without two things, my fantastic team and very supportive customers. The reasons for our success are many but strong leadership is key. Customers are regularly asked for feedback to ensure they are happy with service levels. QQ’s Facebook page has 52 ‘5-star’ reviews, over a thousand likes and an excellent rating on their Google listing. I have made time to study all aspects of animal care and I am now qualified in the Operational Principles of Kennels & Catteries, Advanced Canine Behaviour, Professional Dog Grooming and I’m also a Pet/Human First Aider. We are, as I said, a small but very high quality with just 15, CCTV monitored kennels built originally by Cosy Kennels with fire retardant materials for safe and secure accommodation. A securely enclosed play area features a range of surfaces, including hygienic, easily cleaned artificial grass. I believe that our dog enrichment makes us unique, relieving the boredom for dogs in kennels. This includes twice -daily walks, agility training, games, paddling pools, activity toys and play time. We even have a treadmill to exercise the very energetic dogs! The cattery has 15 thermostaticallyheated pens, providing safe, secure and luxurious accommodation. The Cattery is built by Pedigree Pens which is designed to provide purpose-built fire-retardant, hygienic and comfortable housing. The cat’s welfare is paramount and QQ strive to balance stimulation and relaxation for each feline guest. As 34 | Total Boarding Magazine

The kennels

cats love movement, interactive toys are provided for play with our team to relieve boredom. There is also provision to cater for cats on medication including insulin for the diabetics. Staff get to know and respond to a pet’s individual personality, eating habits, sleeping patterns and are particularly sensitive to any anxiety a pet may be experiencing. We have a cat phsycologist within our team too! QQ is an active member of its local community with regular attendance and sponsorship of shows, charities and events. I am a network leader for an organisation called Women in Rural Enterprise (WIRE) and help to run the North Staffordshire Group where women in business support each other. QQ are always looking to incorporate the latest innovation and techniques to help grow the business as well as for the continual improvement of the services it offers. Some of the ways we do this are:- by use aromatherapy products from Vita Canis to help calm dogs with separation anxiety. These products are displayed in Reception for sale along with Jacqui’s home -made liver cake for dogs. - QQ’s new and entrepreneurial service this year is a Dog Chaperone service for couples getting hitched throughout Staffordshire, Cheshire & Shropshire. (Quintessential Wedding

The cattery

Day Dogs). Many young couples who are already dog owners love the idea of having their canine friends at their wedding. We can help by offering everything from pre-wedding dog grooming, to dog taxi, chaperone and dog boarding during the Honeymoon! - QQ also incorporates its own grooming salon, which is another very useful aspect to the business. On a final sad note, Andy left me in February this year, and I think this is an important message to all. This is a tough business, it’s all time consuming and I’m not saying it is the only reason for him leaving me but it did contribute to why he went. It can be stressful on a relationship to have the constant intrusion of a home-based thriving business. Whilst I come to terms with this, I am still grateful to have Quintessential Quarters and I will continue to go from strength to strength…..whilst seeking new animal loving partner!!!

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Taking the lead, the right way

What do we use the lead for? Patricia Naish (DipCABT), explains

eems like an obvious question right? Some answers could be, it is to control our dogs in some way, to stop them from running where they shouldn’t or to protect them. All are true but the problem lies in over use and in abuse. Now I am not talking about hitting dogs with them (although sadly this happens), I am talking about the loss of insight as to why we use them. Now I like to think of the lead as a management tool and a back up tool, let’s look into this more.

Management tool What I mean by this is a way to manage your pet’s behaviour while they are learning, such as a long lead for recall or a lead for loose lead walking. This prevents them from failing by setting them up to succeed. For example, if they look like they are not responding to a recall, rather than let them ignore you and get rewarded for it by continuing to do what is pleasing them you can bring them in to you to reward. Excellent training tool!

Back up tool or as I like to call it the ‘Invisible lead’ This is the stage after management, using the lead as a back up tool is what it is all about for me #lifegoals. We have a dog that is now trained and so no longer needs a lead effectively as all the things we use to use a lead for should now be on cue and practiced so I no longer need a lead to keep my dog near me or to recall them away from something. However, dogs, even the best trained ones are still individuals with their own mind (thank goodness 38 | Total Boarding Magazine

Happy dog with freedom through training not force

as who wants a robot dog!) and they will find pleasure in natural behaviours that don’t necessarily coincide with our wants or needs. Which is why we still need a lead as a back up should the dog have a moment lapse in training or get distracted, not to mention it is law on UK streets and in some other areas. Therefore, I like to pretend the lead is not there, that I cannot use it and will not use it to get my dog to me, to make them walk closer or come away from an area/item. Instead I will use the training I have put in and my invisible lead will only become visible and usable if my training has a moment of lapse to make them do what is required to protect them if needed. The key word there is MAKE and

that’s what the lead should be for on the odd occasion, in order to keep your pet safe but should not be there to make your dog comply all the time because we won’t train them, they simply are not a tool to replace training.

What should a lead not be for? - It should not be used to drag your dog away from an area or item because you have not trained them to leave it. - It should not be used to pull your dog back to your side every 10 seconds as your dog races to the end of the lead throughout your entire walk because you have not trained them lead manners. - It should not be used to yank your

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dog to walk in another direction because you have not trained them to recall. Iâ€™m guessing you are seeing a pattern here right? Leads are for when training fails or during training. The power of choice and the rewards for the correct choices will give you and your dog a lifetime of happy walks where dogs have fun, are under control and you are both enjoying the experience. Providing an animal with a choice and rewarding accordingly as oppose to force is extremely important. It will actually facilitate learning which is what we all want, a dog to learn how to walk nicely, safely and appropriately. Additionally, providing choice over force offers the animal some control over their life, and that is extremely beneficial in terms of stress which has been shown in many scientific studies. Training your dog with positive and kind techniques will not only give them the tools they need to succeed in a human world but give you the tools to communicate with each other and build a wonderful relationship. If you use force instead of proper training you are at best likely to get a dog who will not want to go for a walk as they associate it with negative emotions and outcomes

The lead in use as a back up only

40 | Total Boarding Magazine

Training build long lasting relationships

and at worst, you will never build a loving relationship based on respect and trust or damage any existing one. I find nothing more upsetting to see an owner and dog who have no or poor relationship, that my friend is a very sad ending. Patricia Naish (DipCABT) has run Little Lodgers Pet Services in Romford, Essex for 5 years and has extensive experience with a number of species in providing a range of care services such as walking, boarding and training. She has qualified in animal management with the University of Essex and qualified with COAPE as a Training and Behaviour Advisor. Patricia also has an interest in alternative therapy and is in the process of qualifying as a companion Animal Bach Flower Practitioner with the Natural Animal Centre. www. littlelodgerspetservices.co.uk

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Bang on trend The value of the UK pet products and services market is forecast to reach £2.1 billion by 2023, a 25% increase from an estimated £1.7bn this year. We summarise the latest market research form Mintel

ccording to the latest report from Mintel, just under six in 10 (57%) pet owners bought pet accessories in 2017, with toys (37%) being the number one product purchased. “The pet food and pet care industry is growing well, underpinned by stable pet ownership and an increasing desire to treat pets with premium food, products and services as they become a more integral part of the family. Additionally, with pet ownership peaking among full-time workers, there is an opportunity to provide practical services such as dog walking and daycare,” said Chana Baram, retail analyst at Mintel. And more than half (51%) of UK shoppers would rather cut back spending on themselves than on their pet, according to the report.

Pets are viewed as family members

LATEST TRENDS But it’s Britain’s Millennials (aged 19-38) who are the most prepared to lavish love on their animal friends, with 54% of these pet care buyers saying they’d prefer to cut back spending on themselves. Mintel research reveals that 30% of Millennial pet care purchasers say they like their pet to keep up with the latest trends (eg clothes, grooming styles), which compares with an average of one in five (19%) buyers. And the research finds two in five (40%) of these pet care buyers would spend just as much money on their pet at special events (such as Christmas or their birthday) as they would on a friend. This compares with an average of 32% of all buyers. Meanwhile, some 38% of Millennial pet food buyers say they are interested in buying ‘human-style’ pet food made 44 | Total Boarding Magazine

Movement towards luxury items

by regular food brands compared with 29% of all buyers. Overall, 59% of British consumers own a pet, with full-time workers the most likely to own one (66%). Proving dogs really are man’s best friend, ownership peaks among men, with 35% of men owning a mutt compared with 31% of women, and younger Millennials aged 19-28 (42%). Meanwhile, cat ownership peaks among

Brits aged 25-44. A third (33%) of Brits own a dog versus three in 10 (29%) who own a cat.

FAMILY MEMBERS Chana Baram said: “As pets increasingly become viewed as family members and are ‘humanised’, pet owners are willing to offer them their own products and unique items, which often carry a higher price tag, and help to drive

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category growth. “This ranges from animal-friendly pancakes and wine to dog hiking boots and animal sleeping bags, while the more pampered of pooches even enjoy dog beds with memory foam mattresses. Our research shows that Millennials are particularly devoted to their furry companions. “As the age of having children increases, we know some young people are opting to first get a pet and treat them as a family member. Additionally, there are many pet ‘influencers’ on social media, which are likely to appeal to the Millennial demographic, such as ‘Doug the Pug’, a dog with 3.6 million Instagram followers. “There are already pet Christmas and birthday presents available from a number of retailers, but the willingness to spend just as much on a pet as a friend shows that there is an opportunity for retailers to offer more event-specific products. Having pet products for seasonal events such as Valentine’s Day would likely prove popular with young consumers, and this could extend to other key events such as weddings or funerals.”

RISING COSTS When it comes to pet services, pet 46 | Total Boarding Magazine

Keeping up with the latest trends

health check-ups (17%) and pet grooming (16%) lead the way, with 10% of dog owners having paid for dog walkers, rising to almost one in five (18%) dog owners aged 16-24. Meanwhile, 7% of dog owners have paid for pet sitting. Finally, the Mintel research shows that as many as 45% of pet owners (34% of dog owners; 50% of cat owners) don’t have pet insurance. More than a third (36%) of owners of uninsured pets believe pet insurance does not offer good value for money, while 21% don’t trust insurers to pay out if a claim is made. Highlighting rising cost issues, 13% say they used to have cover but it became unaffordable. Only 21% of pet owners say they could afford to pay the vet bills if anything

went wrong. “Brits are clearly passionate about animals, but our research shows that just under half of pet owners still don’t have insurance, highlighting the scope for further growth in the future. Communicating the real expenses involved in taking a pet to the vet for serious treatment, compared to the monthly cost of insurance is a compelling case in favour of getting cover. Convincing reluctant consumers that policies are comprehensive and pay out most of the time is key to increasing take-up of pet insurance,” Chana concluded. The research for Mintel’s ‘Pet Food & Pet Care Retailing UK 2018’ was carried out among 2,000 internet users in May this year.

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Bulli’s Beef: Chapter 10 - In which Bulli becomes the ‘house dog’ Occasionally we kennel dogs were allowed within the hallowed portals of ‘the house’. Normally, of course, we were kept in our kennels having to glean what information we could about the world from the sheets of newspaper laid down in our pens but, now and again, in special circumstances, one of us would receive ‘the call’.

t was usually about ‘socialising’: you know, all that rubbish about learning to be civilised. When will people realise that although there are some canines bred to please, ‘proper dogs’ and ‘civilisation’ are just not compatible. At one time it did not matter, because everyone had a back door and dogs were allowed to run around the locality following their instincts. They were so tired when they got back that all they wanted to do was to curl up by the fire and sleep. It is all very different these days. Most poor sods (sorry—dogs) are repressed. They are kept in all the time, only allowed to walk on the lead and even told off if they lift the hind in the wrong place. No wonder all these canine psychologists and behaviourists are making a fortune. They (the psychologists) have persuaded everyone that dogs can be trained to behave properly. This does not mean being obedient - that is quite different. It is this curious concept that we canines are actually prepared to behave in a way that fits in with the current human lifestyle. I mean - who wants to? Most of my contemporaries spend their lives pretending ‘to play the game’ and then breaking out now and again. So the owners bring in a consultant for them to have a go at it. HS’s house dog, Austin, had a go at the consultant who said that as he was a demented geriatric, the only thing to be done was to put him down. So she

48 | Total Boarding Magazine

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popped his pads forthwith. She cried of course, but I’m sure that was only to impress the Vet. So, thanks to Austin, I was promoted to ‘house dog’ so it was not like the usual short visit when I would be thumped with a rolled up newspaper if I misbehaved before being returned to the kennel. I was elevated because Araminta - who is supposed to guard the house - hates being on her own so howls whenever HS and His Nibs are out. Poor Austin was nothing more than a hearthrug. When I knew him he was always lying flat out - a pelt without a skeleton - in front of the fire only heaving himself up when he needed food or to squat (he was beyond lifting the hind by that time). But HS had a soft spot for him so she made His Nibs carry him about and feed and exercise him while he was alive. When I was brought in she had little time for me. In fact, she spent most of the day on the phone to various friends telling them how upset she was at the demise of ‘poor Austin’. They got so fed up that one of them suggested that she contact the Pet Bereavement Bureau or some such. To begin with I thought it was some special scheme for distraught pets but it turned out to be for distraught Humes. I enjoyed being indoors. When your anal glands play up it is much more satisfactory ‘scooting’ across a thick shag pile carpet than trying to shift the blockage on cold concrete. Apart from the attractive patterns you can make you give so much pleasure to the cats - they just love to sniff the trails. Araminta is definitely on the snooty side but she did confide in me that although she does not have anal gland trouble she can usually conceal that she is in season (this means being sent back down to her kennel) for several days by wiping herself on the carpet behind the sofa. Naturally, I had to check this out and she was quite right. There was a very exciting combination of smells, but more of that later. Almost the first thing that happened after I was installed was that, as usual, HS was short of cash. She decided that she would have a go at one of 50 | Total Boarding Magazine

the parties where you invite friends and a sales girl to sell you perfume or those plastic boxes and bowls with tightly sealed lids (Crapperware I think its called). However, this one was for underwear and lingerie - what the Americans call ‘next to the skin clothing’. My gaster was flabbered I can tell you. Araminta and I sat in a corner watching it all. One woman - who made Dolly Parton look as if she was in need of breast implants and even by HS’s ‘magnificences’ in the shade, demonstrated how a Hume woman could tell if she needed a bra. They spent the whole evening looking at minimisers and maximisers and other contraptions designed to lift, separate and leave uncovered huge quantities of surplus flesh without actually showing anything of real interest. Araminta said that she could not see the point - if the good Lord had meant women to show off - why were their teats not on the their shoulders. It would save a fortune in shoulder pads and be much more convenient for feeding. She said that she preferred the canine solution - teats available but only full when required. Still there was talk of ‘c’ cups and ‘d’ cups and even ‘dd’ cups and ‘g’ cups and there was no doubt that HS, busy taking her blouse on and off to try the various support mechanisms, could have done with a whole tea service. Life indoors is strange. Mindu, it’s not all cakes and ale. His Nibs sits in the evening, snoring away, with his shoes and socks off by the fire in front of the television without a care in the world. He has no idea that our sensitive canine noses might be offended by the disgusting odour from his feet - and his mouth too for that matter. HS tells him that he’s got halitosis but he takes no notice. The other problem is that they have got Lionel in the kitchen. That’s not another dog - it’s a smooth plastic material that they use on the floor. It’s very dangerous when you are chasing the cat. Not for me - or the cat for that matter - but the lady who comes in to do the cleaning. My first sprint through the kitchen found me sliding

along the floor towards her while she was bending over the rubbish bin. I hurtled into her and she partly lost her balance, turned to see what had happened and then tripped over me as I was trying to get out of her way. She’s a heavy woman and was off for a week with a bruised coccyx so HS had to do the scrubbing herself – she makes an ideal scrubber. She was not a happy bunny. I expected to be sent back down immediately but things did not go seriously wrong until a little later. [Bulli is modelled by Billy, aka Bluepoint Patchogue, proudly owned by Anna and Mike]

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