Winners’ Special
PetQuip Awards dazzle
industry celebrates innovation and excellence Awards presentation evening shone a light on products, companies and individuals from across the pet sector
Over 300 suppliers, retailers and industry professionals celebrated the creativity and achievement of the UK pet sector at the PetQuip Awards, with 16 awards presented.
While the awards presentation was the star of the show, the rest of the night was studded with entertainment and fun with a performance from The Trickstars (left), a charity prize draw from Pets as Therapy, magnum draw courtesy of Noble Futures
Sponsors
and a photo booth and lucky dip, provided by Leopard Co, the event’s headline sponsor.
The PetQuip Awards were held at the National Conference Centre, alongside PATS trade show at the NEC, where over 430 exhibitors attended the biggest PATS ever.
“We were proud to host the PetQuip Awards, recognising the talent and innovation which is so special in this sector. The awards night truly represents the heart and soul of this industry, a mix of serious business, networking and pure entertainment. We are very grateful for the support of our sponsors, entrants, winners, judges and our brand new venue,” commented Joe Denham, Director General of PetQuip.
Award categories
Supplier of the year
(sponsored by Pet Sourcing Fair China)
Business service of the year
Most promising new starter business (sponsored by Interzoo)
Best product: food/treats (sponsored by Pet Product Marketing)
Best product: healthcare/grooming
Best product: accessories/technical (sponsored by Zoomark)
Sustainability award (sponsored by CIPS)
UK retailer of the year: multiple (sponsored by Buddycare)
UK retailer of the year: independent (sponsored by Copdock Mill Wholesale)
UK retailer of the year: online (sponsored by China Pet Induistry Association)
International retailer of the year (sponsored by PATS)
Best trade marketing campaign (sponsored by PBW)
Rising star (sponsored by Noble Futures)
Employee of the year (sponsored by Uniexpress)
Theresa Swann exporter of the year (sponsored by GBH Exhibition Forwarding)
Lifetime achievement (sponsored by Leopard Co)
Law Print & Packaging
The gold award went to Law Print & Packaging, which is heavily involved in the pet sector, accessed by both big and small brands. This company passes its unique expertise to its customers, supporting people with the right packaging, always with an eye on sustainability, which benefits the entire pet chain – it is driving this agenda.
The vote from the panel for this gold award was a ‘clean sweep’.
Managing director Carole Bayne said: “We’re absolutely thrilled to have been named Supplier of the Year at this year’s PetQuip Awards. This recognition is a true testament to the hard work, innovation, and dedication of our entire team. At Law Print, we’re passionate about delivering packaging solutions that help our pet trade customers stand out and succeed – and it’s incredibly rewarding to see that commitment celebrated by the industry.”
DURHAM ANIMal Feeds
The silver winner is a third generation familyrun business with deep roots in the pet industry. The judges said this company is ‘everything you want from a supplier’.
Buitelaar Group
Highly commended is awarded to a company who the judges thought has a great product range, with excellent overall delivery, service and price with an all natural range.
The gold award for Business Service of the Year went to Behavet. It is the world’s largest pet behaviour clinic, which helps keep dogs and owners together. This business is purpose led, making the difference between keeping a pet and needing to re-home it.
iPET Network
The silver award went to iPET Network, a business which pioneers courses for veterinary sector qualifications at all levels, with a broad range of solutions. The judges liked that it was purpose-led and scalable.
SPONSORED BY INTERZOO
LitPet Supplement
The gold winner LitPet Supplement has a unique proposition which stands out in a crowded market place, inspired by on-trend traditional Chinese medicine.
AniVatio
The silver award winner’s range is highly palatable and very credible with the premium supplements backed by real science and real results.
It’s The Dog’s
The judges felt this company’s product represents the ultimate in humanisation and premiumisation.
PRODUCT
Dougie’s Pets
Veggie Superfood Boost
The gold winner – Veggie Superfood Boost from Dougie’s Pets – really stood out for our judges. Natural, simple, with health benefits, this product is convenient and developed with sustainability in mind with its recyclable pouch and use of human grade vegetables which are misshaped and therefore rejected by mainstream human food channels.
PRODUCT OF THE YEAR
(Healthcare & Grooming)
BRAY GROUP
Quick-Stop
The gold award goes to the Bray Group with a product which is an easy to use and effective brand of silver nitrate pencils and applicator sticks which the judges considered to be innovative and functional – a must have in the car and essential for every pet owner.
Davinder Sambhi, Product Manager, Bray Group, said: “We are delighted and honoured to have been recognised in this way – it is such kudos to be voted for by the PetQuip panel. It means that world to have our new-to-the-market product validated by a panel of industry experts.”
Pawsitive Powder
Paw and Nose Balm
Congratulations to all of the Winners! from everyone at Pedigree Wholesale
Have you seen our new app? Scan here to install now!
for your pet busine
PRODUCT OF THE YEAR
(Accessories & Technical)
SPONSORED BY ZOOMARK
The Muzzle Movement
Size Harry 2.0
The judges praised the gold winner The Muzzle Movement for developing a product in response to legislation. Using this product demonstrates due care by the dog owner, reducing stigma with its range of colours, with a wide, short fit, generous pant space and a built in treat hole.
Hurtta Safeguard Harness
Clara Hewson, owner, The Muzzle Movement, said: “Wow, it’s brilliant to win two PetQuip Awards, repeating our double success of 2024. It gives our team such a boost, knowing that we are doing something that makes a difference.”
22nd international trade show for pet food and pet care
connectingminds shapingfutures
SPONSORED BY CIPS
GRUB CLUB
Gold winner Grub Club operates in a crowded place in the market but the judges thought that this company had the edge.
It has done a good job with branding and has demonstrated itself as a challenger brand, replacing traditional meat with insect protein.
Nilaqua Pets
The silver award goes to a company which has developed a range of waterless pet grooming products. The judges liked this product because it saves water, a critical and increasingly scarce resource in many parts of the world.
Buitelaar Group
This manufacturer uses premium raw materials which are a by product from its adjacent business.
UK MULTIPLE RETAILER OF THE YEAR
SPONSORED BY BUDDYCARE
PETS CORNER
The gold award winner for the Multiple Retailer of the Year – Pets Corner – was founded in 1968 and remains a family run business which puts animal welfare first, offering high quality foods and expert advice.
This retailer invests in its people, offering regular training in its academies across the UK. The
company is committed to sustainability, with zero waste to landfill.
This retail group’s Pet Family Trust has a mission to preserve and support the environment for future generations – last year it purchased an unproductive farm and transformed it into a place for wildlife to flourish.
WILDWOOD PETS
The gold winning independent retailer is strong on customer retention, with a large store which supports the local community, has a positive social impact with a one to one service, which
Our Pet Village
The silver winner’s business was inspired by birds, with this retailer being knowledgeable on all pets. They follow what they love, with the judges commenting that the shop looks ‘amazing’.
includes private shopping by appointment for anxious dogs or humans, an addition which impressed the judges. Turn to pages 22-23 for a special feature on Wildwood Pets.
Joywyns Pet and Country
This retailer supports pet owners regardless of budget, helping them to make the right decisions for their pet, in a non-biased way.
More than just a Wholesaler
EXTENSIVE PET RANGE
Choose from over 75,000sq ft of leading pet brands.
NATIONWIDE DELIVERY
We offer our full Trade catalogue to choose from without exclusions.
KNOWLEDGEABLE SALES SUPPORT
With a commitment to impeccable customer care.
INDEPENDENT UK PET SUPPLIES WHOLESALER
- FAMILY-RUN BUSINESS -
- MONTHLY SPECIAL OFFERS -
- OWN LABEL SERVICE- PLACE ORDERS ONLINE -
Exclusively
COPDOCK MILL
Since the 1970s, we have been crafting wild bird seed and coarse rabbit feed blends.
As we evolved, we broadened our offerings to include our own line of cage and wild bird mixes, small animal food, fishing bait, poultry feed, and dog food brands.
award-winning retailer reveals secrets of success
Family-owned Wildwood Pets, based in the Lincolnshire market town of Stamford, was named UK Retailer of the Year (Independent). Owner Thomas Rogerson, who runs the store alongside wife Laura, reveals the secrets of the company’s success.
Thomas said: “During the evening the host reiterated what the judges thought of the finalists – the cream of the crop of UK pet stores – and it was an honour to just be part of that line-up. It wouldn’t have surprised us if any one of them had taken the top spot but for us to be chosen as this year’s gold winner was a true honour.”
Why do you think you won ?
“The host spoke of the winner having a great reputation among the local community and provided several services, such as the private shopping service for nervous dogs and humans, as a key element that set us apart. This pleased us
very much as that is what we are trying to achieve – a pet store that is accessible, comfortable and welcoming to all pets and people.”
How long has Wildwood Pets been open?
“The store is still less than two years old. We opened the branch in January 2024. The company was formed back in April of last year and we started very small, from our garage with around 400 lines and a website, whilst we looked for the right premises in the right location which took a while. Stamford is an amazing town and the support for independent shops is incredible.”
Who owns the business?
“Myself and wife Laura are the directors and owners of the company. Hopefully one day our two little Wildwoods will take over – they get plenty of time in store ‘helping’ but since they are only two and five years old, retirement is a little way off for us!”
What are your backgrounds?
“We are animal people through and through. I have experience in pet retail, around a decade in both chains and other independents. Most recently I was a district manager of a chain overseeing five stores. I have been a lecturer for animal management courses at a college, education presenter at a zoological park and worked with the Wildlife Trusts. Laura has worked in vet practices, been a volunteer dog trainer with an assistance dog charity and is a qualified Clinical Canine Massage Therapist. We met at university when I was studying Zoology, and she was doing Animal Science.”
How many members of staff are there?
“We currently have five fantastic members of staff – Iona, Francesca, Emily, Natalie and Katie. We usually have a very hardworking student from the local college on work experience most of the year too.”
What makes you different from your competitors?
“Firstly, the staff. When hiring we made it clear in any job ads that experience and qualifications were great, but it would come down to passion and willingness to jump into the unknown with us. Iona and Francesca have been with us from opening and interviewed in a completely empty space but could see our vision and loved the concept. All of them are passionate, knowledgeable and build relationships with customers. I also used my years of experience to plan out our space thoroughly. We have a dedicated space for trying on harnesses and coats, ramps so it is accessible for all and a
spacious store to allow customers with dogs to shop comfortably. We have a relaxed atmosphere with background music, an attractive entrance and even kids trolleys so families are well catered for. A recent addition was our new workshop room which has already been booked by local dog trainers, photographers and for lectures.”
How do you attract and retain customers?
“We rely heavily on word of mouth. But this is not our only marketing tool, as we run ads in local magazines and attend shows and fairs. The money saved on larger marketing campaigns goes towards revising our product ranges to suit our customer base and improving the store. When customers shop with us, we want it to be an experience that is very important to us. They then pass that onto their friends and family. This has proved successful and we have seen a constant steady growth since opening.”
How involved do you get in the local community?
“We try to, when possible, work with the local pet community. We have a large noticeboard space for local pet businesses, and we are working with several people and groups to host various days and events on site. That is the benefit of a larger store. Alongside raising funds, we are a drop off point for physical donations for three local animal charities and rescues. Now with the workshop room we can invite them to use our space and facilities too.”
What’s the secret of your success?
“Passionate pet-orientated staff, a lot of hard work and ethics. We had a very particular vision when building this business. We and our families painted all the walls, built all the racking, stocked the shelves and spent hours researching the right products. We are particular in what we will and won’t stock. We set ourselves strict rules from making sure particular ingredients aren’t in any of our food and treats to only holding certain shaped harnesses. A big part of staff training is explaining why we don’t stock certain products, but we never talk down any product or business, we just state our research findings. That comes across very well to most customers.
UK
RETAILER OF THE YEAR
SPONSORED BY CHINA PET INDUSTRY ASSOCIATION
The Muzzle Movement
The gold award winner is more than an online retailer. The Muzzle Movement goes beyond, by educating and providing solutions both on and offline. This is an extremely responsible brand. The judges were very impressed with the company’s growth, and its provision for the health of dogs.
Tug-E-Nuff
The silver winner takes a very good number of orders, with an educational website. This retailer collaborates with like-minded brands, small companies who share similar values.
Kavee
The highly commended winner has a passion for its category, one which is often ignored by the pet industry. The sales follow up is engaging, professional and cute, with unique packing boxes which are edible for guinea pigs!
INTERNATIONAL RETAILER OF THE YEAR
SPONSORED BY PATS
Pet Lovers Centre
Nominations for this award were received from around Europe and SE Asia, so the judges were fascinated to dig deeper into some retailers from further afield which they had never encountered before.
The gold winner of this award – Pet Lovers Centre – is a family run business which has grown
across its region rapidly and consistently. Since the launch of the first store in 1973, the company has extended to 190 stores, to become the largest pet care chain in South East Asia.
This award winning chain is owned by three brothers who adopt a cradle to grave strategy, covering every aspect of caring for a pet.
The UK’s definitive event for the Pet & Aquatics Trade THE PET & AQUATICS TRADE SHOW 27-29 SEPTEMBER
Thousands of products and hundreds of new launches
We look forward to seeing you next year, 27th–29th September 2026
All the leading brands exhibiting under one roof
Where the Pet & Aquatics Trade meet to do business
Tug-E-Nuff
The gold winner Tug-E-Nuff orchestrated an original and imaginative campaign to promote BOB, its first ever floating, tugging dog toy. This thought through launch at Crufts was
FROZZYS
The silver winner ran a campaign to re-position their brand from a treat company to a pet wellness brand focused on gut health. The judges liked the way that the team formed collaborated partnerships in a well co-ordinated, comprehensive campaign.
synchronised for 8.08 am, a nod to BOB’s name. This was deemed by the judges to be excellent brand building and good use of hype, bringing a product to life.
Naturo Natural Pet Food
Highly Commended went to a quirky campaign – Dogs Don’t Care What They Eat – which used a range of marketing channels to convey the brand’s real world, tongue in cheek message.
RISING STAR
GRUB CLUB Jake Foster
The gold rising star literally knocked on his future employer’s door, asking if they had any openings. His education and love of dogs connected him to the role he took on and he now handles everything creative at this company.
The judges were impressed with how he digs deep into customer needs, questions industry norms, pushing to be bolder. Our gold winner cares deeply about making an impact on the pet industry and is having a lasting creative impact.
Turn to page 32 for a special feature on Jake Foster.
Noble Futures is a leading specialist recruitment consultancy for commercial, technical, and operational roles across the Animal and Agricultural industries.
Located throughout the UK and Europe, our unique project-led approach to recruitment sets us apart, and our dedicated, industry experienced recruitment team is focused on delivering the best—whether you ' re seeking to advance your career or find your next perfect hire.
RISING STAR SHINES The LIGHT ON sustainability
Jake Foster, creative and graphic designer of Grub Club, was crowned the winner of the PetQuip Rising Star Award. Here he reveals why working for a sustainable champion is a ‘dream come true’.
Have you always had a love of pets?
“Growing up with dogs, I’ve been an animal lover from the start. I struggled a lot through school, and my dogs were a constant source of support, love, and giggles when I was feeling down. I’d always dreamed of having a canine sidekick, so getting my dachshund Bagel two years ago was a huge milestone – we’re a package deal now.”
Did you want to work in the pet industry?
“Yes! I grew up in Los Angeles and came to the UK to study design at the Royal College of Art, and my work was always bright, colourful, emotional, and a bit silly. Sometimes, I worried that this kind of playful creativity wouldn’t be taken seriously in the capital-D Design world. I’ve also always been big into arts and crafts, and growing up with dogs as my best friends, I’d often make them beds, toys, and accessories. It was always heartwarming to see them snoozing on a homemade bed or tearing into a handmade toy (apologies to Jojo the Aussie shepherd for the outfits I subjected him to). When I was preparing to adopt Bagel, I immersed myself in the wonderful world of pet brands, and it suddenly clicked. THIS is where I belong. It’s a world where creativity, colour, silliness and care are embraced full force; making a career out of creating for dogs was an absolute dream. I quickly switched my Masters thesis to focus on design in the pet care industry, and the rest is history.”
What made you approach Grub Club for a job?
“I was really eager to work for a brand I believed in, and a brand I felt I could grow with. When Grub Club came across my radar, I initially fell in love with the bold brand identity, fearless colour,
and comedic tone – it felt like it spoke directly to me, both as a customer and a designer. Insect protein was just emerging as the next innovation for sustainability and sensitive dog care, and I was really excited by the idea of helping to build something new and unique. Once I met the team and got a deeper sense of the brand, I wasn’t going to take no for an answer. What started as a three-month internship turned into two years (and counting). Finding Grub Club genuinely changed everything for me.”
How much do you enjoy your job?
“From day one, I’ve adored this job. Ale and Hugh have been incredibly supportive – I often come to the table with some bonkers ideas, but they ensure every idea is heard and empowered, and they constantly go above and beyond to make sure my creative vision comes to life. As a small brand, we’re able to work very dynamically. I love getting to understand and contribute to every part of the business, whether it’s marketing, sales, CRM, production, or design. I learn so much everyday, and I can’t imagine a better place to start off my career.”
Where do you get your ideas from?
Honestly – dogs. I’m constantly inspired by their boldness, joy, and unashamed silliness. Since so many of our customers are sensitive dogs, I like to think the Grub Club World is a place where we
remind each other how fun, colourful and hilarious it is to be a dog parent. We celebrate dogs for their quirks – runny poops, itchy skin, and all! Speaking to Grub Club customers is always the biggest unlock. The way our customers express their love for pets is full of laughter and joy, rooted in care and deep appreciation. That duality is the magic of Grub Club – we’re lighthearted, fun and quirky –grounded in real science and care.”
What did it mean to win this award?
A few years ago, designing for a pet brand felt like a pipe dream. Reaching that goal already feels like a win – but being recognised by PetQuip is the ultimate validation. Grub Club isn’t your everyday pet brand – we’re bold, loud, and disruptive in a crowded space. The fact that people are listening and recognising the effort I’ve put in – there’s not much more I could ask for as a designer.
Liane
Avery
PET TRADE INNOVATIONS
Liane Avery from Pet Trade Innovations has made an outstanding contribution to the business she works in. Demonstrating resilience, initiative and a natural ability to bring people together, Liane is testament to versatility, determination and the positive impact of strong leadership in tough times.
She has an extraordinary ability to build relationships with customers which help to set the business apart. And the connections she makes with colleagues is equally extraordinary. One colleague said: “Liane is the reason I look forward to coming to work every day – she creates an environment that’s not just productive, but genuinely enjoyable to be part of. She makes us all feel comfortable and at home, from insisting the whole company down tools for Pop Master at 10.30 every day, to the sing along Fridays.
After receiving the award, Lianne said: “I’m really surprised to be named Employee of the Year, it’s a great honour. It was nice to hear what was said about me. I got rather emotional when people congratulated me – I’m touched by all the lovely comments.”
ONE OF THE UK’S LARGEST INDEPENDENT FREIGHT FORWARDERS
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ROAD FREIGHT
WAREHOUSING & DISTRIBUTION
BEERS, WINES & SPIRITS SPECIALIST
CUSTOMS BROKERAGE
SPECIAL PROJECTS
1986 Established in the UK
140+ Employees
6 UK office locations
2 warehouses close to M62 corridor
114,000 sq ft of mult-use space, including an HMRC customs and excise bonded facility
IN 2024
We handled over 50,000 jobs
Helped 1,500 new customers
Moved 6,000 tonnes air freight, 27,000 TEU sea freight, and 7,000 shipments by road
Long-term rates available for 2026 for regular importers
Direct LCL consols from China, India, SE Asia, Turkey & USA
Spot rates from USD 1400 per HC China–UK Trusted by customers for almost 40 years
SEA FREIGHT Rates held with major carriers. Weekly import/export groupage consols to/from Far & Middle East.
AIR FREIGHT Fully IATA registered. Issuing own air waybills.
ROAD FREIGHT LTL & FTL options across Europe. UK pallet distribution.
WAREHOUSING & DISTRIBUTION Short, mid or long-term storage.
CUSTOMS BROKERAGE In-house compliance experts. Clearance badges at all UK ports.
SPECIAL PROJECTS Site visits & tailored logistics.
THE THERESA SWANN EXPORTER OF THE YEAR AWARD
WE.pet Independent Pet Wholesale
We.pet Independent Pet Wholesale started as a small, home grown company which has pushed through Brexit issues by rolling up its sleeves, and demonstrating a good work ethic. It has grown its exports through attending international shows to become a strong export business .
Daniel Vander, Managing Director, We.pet said: “Absolutely delighted to have won Exporter of the Year award. It’s great to receive recognition from our contemporaries in the trade and a fantastic accolade for all the team at We.pet who work so hard throughout the year.”
Bugalugs Pet Care
The silver winner impressed the judges with its tenacity to deliver. Now in 40 international markets, this company has taken a strategic, insight led approach to market development.
achieving growth internationally
We.pet Independent Pet Wholesale picked up the coveted Theresa Swann Exporter of the Year Award. Managing Director Daniel Vander explains how the company has grown on the international market.
“First and foremost, We.pet exists to supply and service the bricksand-mortar independent trade in the UK with premium exclusive brands at prices that offer a great margin for our retail partners. We have been fortunate enough to grow the business year on year in a busy marketplace with many competitors. We credit this to our small, hard-working sales team and the unique exclusive brands we have on offer for the independent trade.
“The whole team at We.pet were absolutely thrilled to have won the coveted Theresa Swann Exporter of the Year Award. It is a great accolade and recognition for all involved within our export side of the business.
“We.pet international exports have become a key part of the business over the past three years, selling our own brands to a number of international retailers and distributors to the extent that it now accounts for just over a third of our annual turnover.
We.pet is a regular exhibitor at international trade shows like Zoomark in Bologna.
“The key to us growing the business with our international partners has been a two-pronged approach whereby we have attended and exhibited at various international trade shows and followed up key leads with direct visits to our new and potential customers – both have been instrumental in laying the foundations to partnerships across the globe.
“We will continue to promote and grow this part of our business into 2026 and beyond and attendance at trade shows, particularly Global, Interzoo and Superzoo next year, will be key to this growth.
“We are also fortunate to have first class support businesses at our side, such as our international logistics partner Transvalair and our certification partner Export Health Certification Services, who both perform vital functions in our export business.”
Ann Child LIFETIME ACHIEVEMENT AWARD
FOLD HILL FOODS
Ann Child joined her employer in 1988 when it was a relatively small company, taking on the responsibility of organising its attendance at various exhibitions and wholesaler trade days.
Ann has dedicated her professional career to being an outstanding employee and genuine force for good in the pet industry. Not only do her customers love her; but she has a way of being approachable whilst also remaining firm if necessary.
the Fold Hill Foods company. She regularly goes above and beyond in the role, contributing to this success by opening key doors and conversations with stockists such as Jollyes, Pets at Home, Pedigree Wholesale, and Vital.
Her knowledge and experience are an absolute asset to Fold Hill Foods and Pointer. Her passion, resilience, and deep commitment to the business, her customers and the wider pet trade make her not only deserving of lifetime recognition but position her as a role model within the organisation.
Since joining Pointer and Fold Hill Foods, Ann has played a pivotal role in driving commercial success by building strong partnerships with major stockists – including leading brands like Gladwells and Rokers. The dedication Ann gives to her role is evident in the nearly 40 years she has been a part of
Ann brings warmth and personality to her role. Her rich experience in the trade is matched by her thoughtful, down-to-earth approach, making her a pleasure to work with and a true asset to the business. She inspires younger employees and sets a precedent for what an exceptional team member and team player is.
Ann’s empathy and business acumen is evident in the way in which she has trained and manages junior members of staff. Her commitment to social responsibility goes beyond the everyday business, regularly taking part in Fold Hill Foods charity efforts.
Ben Mankertz, Managing Director of Fold Hill Foods said: “Ann has dedicated nearly 40 years to Fold Hill Foods, and we are so much better for it. Her commitment not only to the company but to her clients is palpable and her contribution to the pet sector is second to none. She is wholly deserving of the lifetime achievement award, having devoted almost four decades to the company with a steadfast passion that cannot be matched.”
With over 20 years of multi-award-winning experience in the pet sector, Leopard Co knows how to build brands that lead the pack.
We’ve proudly partnered with standout names like Pointer, Arden Grange, MSD Animal Health, Bark Life, Autarky, Birmingham Dogs Home and many more - bringing their stories to life with creativity, authenticity, and paws-itively powerful campaigns.
If you’re looking for a marketing agency to help you reach your full pet-tential, scan the QR code to check out the full scope of our work in the pet sector orcontact a member of the Leopard Co pack!
From our headline sponsor Leopard Co
Paws For Thought Highlights From PATS 2025
With decades of pet marketing experience, and many clients in the industry, the Leopard Co team is drawn to PATS like a dog to a bone. We have sponsored the PetQuip Awards for two years in a row now, and you might have seen the Leopard Co pack on the stand meeting clients, chatting with exhibitors, and delivering our AIR (AI Reputation) audit clinics to pet brands at the show.
We’ve been attending PATS for decades and often come away brimming with inspiration. If there’s a place to find out the latest about the pet sector, this event is the place to be.
Laura Rudolph Strategy Director Leopard Co
We explored the New Products Showcase, and also caught up with plenty of established brands. From this we picked up an abundance of new sector insights. From new product development in wellness, to insect-based foods and treats, we expect to see plenty of innovation as we head in to 2026.
Pet safety is also a big consideration, with products from pet trackers to reinforced harnesses debuting and performing well at the show.
We also chatted to brands about their core messaging to consumers. Many customers, especially Gen Z, are weighing up environmental credentials against price when choosing products, something all pet brands will need to consider. And of course, AI is only going to become increasingly more important for pet brands. A huge amount of people admit that they utilise it to streamline work and operations, whilst others are clear that ensuring their marketing is considering AIO is of utmost importance, so this is something brands can’t afford to overlook.
Want to dive deeper? Check out our Pet Insight Report 2025 at www.leopardco.com for more trends and analysis – the insider scoop to keep your brand top dog.
Is Your Brand AI-Ready?
We caught up with Jessica Pardoe, Senior Account Manager at Leopard Co – an award-winning marketing agency with expertise in the pet sector – about its AIR (AI Reputation) tool, the importance of AI visibility for pet brands, and how to strengthen your performance.
Tell us a little about AIR
With AI and the development of LLMs (Large Language Models) moving so quickly, many brands don’t know where to begin. That’s where our AIR audit comes in. We track AI’s perception of a brand across core platforms – identifying how the systems represent your business, both positively and negatively. Then, we benchmark it against competitors and evaluate performance across non-branded search terms too.
(AIO) strategy is now as essential as traditional SEO. When people use AI to learn more about your pet brand, you need to ensure it’s saying the right things about your business. And, if consumers are using AI to research before purchasing (for example, asking: ‘where can I buy tough dog collars?’), having your products or services appear in those results is invaluable.
What are your three top tips for improving AI reputation?
The three core elements of AIO (AI optimisation) are:
l Securing more third-party online endorsements for your brand through digital PR
l Enriching your website content with detailed, positive information — such as your sustainability credentials and charity work
Why is optimising your AI performance important for pet brands?
70% of the UK is regularly using AI in their daily lives, and many are turning to it as a search engine. So, a robust AI Search Optimisation
l Utilising key thought leaders to establish your authority in the sector
Ready to boost your AI reputation? Speak to our experts at Leopard Co – visit leopardco.com/ contact-us/ or 0121 812 0250.”
Finalists
SUPPLIER OF THE YEAR
OUR WELL-DESERVED FINALISTS IN 2024
Copdock Mill Wholesale
Law Print & Packaging
NAKED DOG
Pedigree Wholesale
Trinkety Paws Limited
Pet Trade Innovations Ltd
Natures Pet Products Ltd
Buitelaar Group
Landguth
Durham Animal Feeds
We.pet Independent Pet Wholesale
CASCO Pet
Bella+Duke
Bugalugs Pet Care
BUSINESS SERVICE OF THE YEAR
K9 Paws Behavior Dog Training
UK RETAILER OF THE YEAR: MULTIPLE
Pets Corner
UK RETAILER OF THE YEAR: ONLINE
Kavee
The Muzzle Movement
Trinkety Paws
Tug-E-Nuff
The North East Pet Shop
Our Pet Village Ltd
Behavet
Pet Trust UK
iPET Network
Pickles Pet Pantry
MOST PROMISING NEW STARTER BUSINESS
Delphi Dog Ltd
It’s The Dog’s (sub brand of Protein Ball Co)
Pawionic
DotDotPet
PAWD DRINKS
LitPet Supplement
AniVatio
Zesty Paws UK
By Teddy
SUSTAINABILITY AWARD
Nilaqua Pets
UK RETAILER OF THE YEAR: INDEPENDENT
Lockerbie Pet Supplies
Wildwood Pets
Joywyns Pet and Country
Coningsby Pet and Aquatics Ltd
PET STOP
Our Pet Village Ltd
Pickles Pet Pantry
Doodledales
INTERNATIONAL RETAILER OF THE YEAR
Pet Lovers Centre
BEST MARKETING CAMPAIGN
R & E Bamford Ltd
Tug-E-Nuff
Buddycare
Buitelaar Group
Grub Club
BrewBix
Landguth
THERESA SWANN EXPORTER OF THE YEAR
Buddycare
Landguth
We.pet Independent Pet Wholesale
Bugalugs Pet Care
Naturo Natural Pet Food
Frozzys Ltd
RISING STAR
Grub Club – Jake Foster
Trinkety Paws – Nadine Berger
Tug-E-Nuff – Danny Nelis-Rouse
iPET Network – Claire Kent
Pickles Pet Pantry – Katie Parker
EMPLOYEE OF THE YEAR
Pet Trade Innovations Ltd – Liane Avery
Fold Hill Foods Ltd – Ann Child
LIFETIME ACHIEVEMENT AWARD
Ann Child, Fold Hill Foods
Finalists
OUR WELL-DESERVED FINALISTS IN 2024
PRODUCT OF THE YEAR
Food & Treats
Dougie’s Pets – Veggie Superfood Boost
Baboo Gelato – Doggy Doggy Yum Yum Frozen Treat
Nutriment – Nutriment Gently Steamed
Nutriment – Nutriment Nuggets
Nutriwolds Raw Ltd – Nutriwolds Hearty Herring Complete and Balanced FEDIAF Raw Recipe for Dogs
Zesty Paws UK – Zesty Paws Allergy & Immunity Chews Salmon for Dogs
Wilsons Pet Food – Wilsons Fresh
Durham Animal Feeds – Meaty Bites Range
Canagan – Canagan Raw Freeze Dried Treats
Canagan – Canagan Raw Freeze Dried Toppers
Ruffingtons – Ruffingtons Luxury Dog Eclairs
Frozzys – Frozzys Happy Gut Yogurt Squeeze
PRODUCT OF THE YEAR
Healthcare & Grooming
Bray Group Ltd – Quick Stop by Bray silver nitrate pencils and applicator sticks
PAWD DRINKS – PAWD DRINKS CALMING
LitPet – LitPet Pawsitive Powder-Stress relief and calming supplement for dogs
Zesty Paws UK – Zesty Paws Probiotic Dog Chews Pumpkin Flavour
Pet Head Health – Pet Head Health Oatmeal Soothing Cream (85ml)
AniVatio – AniVatio ProGut and Puppy Tummy Tamer
AniVatio – AniVatio ProJoint oral gel
Mountain Paws – Dog First Aid Kit
Pet Remedy – 200ml Calming and emotional wellbeing spray
Buddycare – Buddycare Paw & Nose Balm
PRODUCT OF THE YEAR
Accessories & Technical
Delphi Dog Ltd – The Delphi Dog Drying Sock
Hurtta – Hurtta Safeguard Harness ECO
The Muzzle Movement – The Muzzle Movement Size Harry 2.0, welfare-friendly dog muzzle
Tug-E-Nuff – BOB: The 3-in-1 Dog Dummy
Pup & Kit – Lid-it Dog & Cat Bowl with Stay-Fresh Lid
Pet Trust UK – Centralised Platform & Digital DogTag
By Teddy – The Cosy Car Seat
Woof and Snout – Explorer Dog Collar
Tavo Pets UK – Tavo Pet Safety Travel Range: Featuring Maeve™, Dupree™, Crispin™, and Hendrick™
