Pet Product Marketing August 2023

For independent pet retailers www.petproductmarketing.co.uk ww w

August 2023

Small animal special ● The small animal market ● A guide to small pets ● Small pet enrichment

New Produ c ts

Behind the brand: FishScience PPM introducing: Schesir

First Look: Bona & Doggyrade Welcoming dogs into your store

GREAT. VALUE. supremepetfoods.com CONNECT WITH OUR FANS @supremepetfoods

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When you’re small, every nibble matters. That’s why Tiny Friends Farm loves to bring you the more wholesome things in life – like great taste, nutrition and value too. So for mighty little ones that will love you more with every munch, you know what to do.

Tiny Friends Farm.

Feed them happiness

Scan to watch our video and Ѓˡ˗ ˢ˨˧ ˠˢ˥˘

11/07/2023 09:45

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11/07/2023 11:18

Welcome

Welcome!

W

e’re making lots of exciting changes here at Pet Product Marketing.

Our digital platforms are growing — in terms of number of channels and the number of followers. We’ve recently launched an Instagram channel where we will be putting regular videos of new products and updates. While we are also seeing several thousand people receiving our newsletter and it continues to grow at a

great rate.

We want to be as valuable a resource as possible. So whatever channel you find best to receive new product information, industry news, and useful advice — we want to connect with you. So, if you haven’t followed us on social media or haven’t signed up to our newsletter, you can easily do so using the QR code below.

And, we still love print! We just recognise that people want their news through a mix of different channels these days. We’re adding to the print magazine too.

I am really excited to reveal a new feature this month: On the Shop Floor. This is where we hear from you — independent pet shop owners — about your experiences of the trade. It’s a fascinating insight into how you’re finding the trade, what is working or not working for you, and tips that may just make a difference to fellow shop owners. Inside this issue, we have the first interview and it’s a cracker.

In this issue we’ve also delved into how to make your shop dog friendly. Making your store a destination that owners feel comfortable bringing their dog is only good for business, as well as making working life more fun! Devonian dog lovers Forthglade share their top tips and have been to speaking to a shop owner about how she has welcomed four-legged visitors.

We’ll keep bringing you valuable content in a host of formats!

Mike

Mike Hallam - Editor, PPM. michael.hallam@warnersgroup.co.uk

Your

Contents

24 How to welcome dogs into your shop If visiting your shop is fun for dogs, it will be for owners too!

4 News The latest news from the pet industry.

26 It’s an emergency!

How to best prepare against canine accidents.

8 PPM Introducing… …Schesir — the brand that chooses nature.

28 Children and animals Introducing children to cats.

10 On the shop floor In a new series, pet shop owners share their experiences of the industry.

30 Prepare for the worst…

How carrying pet first aid kit helped save a dog’s life.

12 New Products We reveal the latest products hitting the market.

13 Behind the brand Peregrine have been making waves with a FishScience rebrand.

Stay up to date…

www.petproductmarketing.co.uk

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Our address: Pet Product Marketing, Warners Group Publications, The Maltings, West Street, Bourne, Lincolnshire, PE10 9PH Michael Hallam, editor (for news and product releases, contact Michael on michael.hallam@warnersgroup.co.uk) For advertising queries please contact Stephen Tanner on 01778 392404

Ellis O’Connell, marketing exec With grateful thanks to Sarah Wright (editor, Your Dog), and Nathan Hill (editor, Practical Fishkeeping)

Stephen Tanner, key account manager (advertising Pet Product Marketing/Practical Fishkeeping) Andrea Walters, key account manager (advertising Your Dog/Your Cat) Kay Cotterill, classified sales (all titles)

Printt

Newsletter

Subscribe in less than 30 seconds!

Printed by Warners Midlands plc James Buzzel, publisher

SMALL ANIMAL SPECIAL 18 The Small Animal Market Why catering for small pets can be brilliant for business.

SCRAGGS by Richard Duszczak

Our email: editorial@petproductmarketing.co.uk

Nigel Fish, design and production manager

17 First Look We get an exclusive look at the new product from Doggyrade.

22 Hopportunity knocks!

Enrichment for all budgets.

team

Laura Wright, features and web editor

Pet Product Marketing brings you the latest news, products and features — on whatever channel is best for you. Be sure to follow us on social media and sign up to our free weekly newsletter…

15 First Look Bona tells us about their latest development.

20 A brief guide to small animals The lowdown on four popular small companion pets.

Pet Product Marketing

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Subscriptions and back issues Pet Product Marketing is available free to people who qualify for our controlled terms of circulation. If you’d like to register for a free subscription, please visit www.petproductmarketing.co.uk

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Pet Product Marketing is published 10 times a year by Warners Group Publications. No part of the magazine may be reproduced in any form in whole or in part, without the prior permission of Warners Group Publications. All material published remains the copyright of Warners and we reserve the right to copy or edit any material submitted to the magazine without further consent. The submission of material (manuscripts or images etc) to Warners Group Publications whether unsolicited or requested, is taken as permission to publish that material in the magazine, on the associated website, any apps or social media pages affiliated to the magazine, and any editions of the magazine published by our licensees elsewhere in the world. By submitting any material to us you are confirming that the material is your own original work or that you have permission from the copyright owner to use the material and to authorise Warners Group Publications to use it as described in this paragraph. You also promise that you have permission from anyone featured or referred to in the submitted material to it being used by Warners Group Publications. If Warners Group Publications receives a claim from a copyright owner or a person featured in any material you have sent us, we will inform that person that you have granted us permission to use the relevant material and you will be responsible for paying any amounts due to the copyright owner. We cannot accept responsibility for unsolicited manuscripts, images, or materials lost or damaged in the post. While every reasonable care is taken to ensure accuracy, the publisher is not responsible for any errors or omissions, nor do we accept any liability for any loss or damage, however caused, resulting from the use of the magazine.

August 2023 3

11/07/2023 12:51

NEWS

PPM NEWS August 2023

Lily’s Kitchen supports mental health service for LGBTQ+ community

ily’s Kitchen is launching a ‘Walk & Talk’ service this summer to support LGBTQ+ communities.

As part of its new ongoing partnership with MindOut, a Brighton-based mental health service run specifically for, and by, LGBTQ+ communities, Lily’s Kitchen will help pet parents from the communities come together to connect through their love of four-legged friends.

The new mental health support intervention will encourage LGBTQ+ folks to come together in nature, and if they wish, to talk about their mental health and well-being. The walks will be attended by MindOut service users, with support from the charity’s staff and frontline volunteers.

The initiative, as well as other vital support services offered by the charity, will be funded through sales of the Lily’s Kitchen new Limited-Edition Love & Pride recipes for dogs and cats, 100% of profits from which will be donated to MindOut. The positive impact our four-legged friends have on mental health is well documented — a recent study even showed that 71% of pet owners report feeling happier because of their pets.

What’s more, new insights from the Lily’s Kitchen ‘Pride Pack’ — a panel of dedicated LGBTQ+ pet owners — found this to be even more poignant for pet parents from communities, who say that pets provide them with, often much needed, unconditional, unprejudiced love.

The first Walk & Talk will be held on 23rd July in Brighton.

Those hoping to attend should register their interest by emailing enquiries@mindout.org.uk

Samantha Crossley, Marketing Director at Lily’s Kitchen, says: “Pets love us for who we are, wholeheartedly and unconditionally. Our society is made richer by its wonderfully diverse community and we believe that all differences should be celebrated. In the same way a pet loves their owner with pride and without prejudice, we want to share this message of limitless love and support a cause close to our hearts. That’s why we’ve launched our Limited-Edition Love & Pride recipes for dogs and cats and are donating 100% of profits to MindOut to help support LGBTQ+ communities.”

For your extra special pooch, the mouth-watering Lily’s Kitchen Love & Pride recipe includes fresh beef with a positive rainbow of fruit and veg, including vibrant carrots, juicy apples and yummy green beans. And for the fabulous felines out there, a delectably smooth grain-free paté made with succulent chicken and responsibly sourced fish is on the menu.

For trade enquiries, call 0207 449 6080 or email sales@ lilyskitchen.co.uk

eva Animal Health has made two key appointments to its team.

Roy Geary has been appointed as regional director and Peter Dunkley as director of companion animal strategy and key accounts in the Northern Europe region, which comprises the UK, Ireland, Norway, Sweden, Denmark and Finland.

Roy will lead the company in each of the Northern Europe territories to drive business development and innovative health solutions by delivering a wide range of products, equipment, and services, while building and leading high-performing teams that are focused, productive, and engaged. This will include a focus on Ceva’s ‘One Health’ initiative in the company’s fight against zoonoses, antimicrobial resistance, food safety and security, and the essential human-animal bond.

He has extensive tactical animal health experience and has a proven track record of delivering results in the region having spent the last 10 years at Zoetis in a variety of roles including general manager for the Nordic region and Ireland and international customer experience lead. Roy has also spent 10 years at Pfizer Animal Health and six years at Dairygold AI and Farm Services. He has an MBA from University College Cork in Ireland.

Peter has joined Roy’s team with a remit to build Ceva’s Northern Europe territories into a leading force for change in the companion animal sector. He will carry out a comprehensive review of the companion animal business within the UK to drive growth and performance and identify new entrepreneurial business opportunities. Peter is also tasked with building

exemplary mutually beneficial relationships with all corporate key accounts across the region.

He has 18 years’ experience in senior leadership roles within the human pharmaceutical market and most recently spent five years as companion animal director at Zoetis in the UK. Peter has robust mergers and acquisitions and intergration experience within the animal health sector and has an MBA from Kingston Business School in London.

“While it is a challenging period for the veterinary and animal health industry as a whole, Peter and I have a strong understanding of the challenges and opportunities facing the sector and our industry partners,” comments Roy Geary. “With this being said, it is an exciting time to join Ceva, which has vast potential to become even more successful, and has ambitious growth plans for the future.”

Ceva Animal Health is a subsidiary of Ceva Santé Animale, the fifth largest animal health company in the world, operating in 110 countries worldwide. For further information, visit www.ceva.com

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Huskaloo wins PIF Innovation of the Two high-profile recruits Year Award strengthen Ceva’s T management team

he Pet Industry Federation, the trade association for pet businesses, announced Huskaloo as the winner of its Innovation of the Year Award at its Business of Pets conference.

Huskaloo fought off competition from a finalist pool of 10 innovative products and services, all of whom had to deliver a presentation about their innovation. CompanionPass and HayPigs Pig n’ Mix treats range came in joint second place.

Huskaloo, from company Tailor-Grace, is the world’s first eco-friendly cat litter and is made from coconut husks, a by-product of the coconut industry. CompanionPass is a dog access solution to allow dogs into more public premises and HayPigs Pig n’ Mix treats are confectionarythemed foraging treats for small animals.

PIF CEO Nigel Baker said: “The knowledge, passion, and creativity shone through from each of the finalists and many had clearly worked hard to ensure their innovation had strong sustainable credentials which were central to its values.”

For more information, visit www.petfederation. co.uk

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4 August 2023

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Peter Dunkley.

Roy Geary.

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Pet Product Marketing share your stories and new product launches for free! Simply email Michael.hallam@warnersgroup.co.uk For all the latest news and new products, head to www.petproductmarketing.co.uk

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www.petproductmarketing.co.uk

11/07/2023 12:55

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11/07/2023 11:20

News

Mars UK and DHL open state of the art warehouse facility HL and Mars UK have announced the opening of a new state of the art warehousing facility, London Thames Gateway.

The opening marks the completion of Mars UK’s new world-class logistics operation, through a £350 million investment and partnership with DHL. The project will reduce Mars UK’s logistics carbon footprint by 7.7% and remove a million miles a year from roads, which is 40 times around the world.

The new facility stands at 42 metres making it one of the tallest distribution centres in Europe and features 3,700 solar panels, which produce 27% of the site’s power usage. It has achieved BREEAM ‘Outstanding’ accreditation, placing it in the top 1% of non-domestic buildings in the UK environmentally.

The building helps Mars realise its ambition of creating a world-class logistics network that is sustainable, smart, and agile. Its streamlined operations incorporate the latest automated pallet storage and retrieval (ASRS) technology and the Gateway facility also features High Frequency charging of equipment resulting in up to 30% less energy usage, rainwater harvesting, and LED lighting throughout.

Mars UK transports over 1.2 million pallets of its products every year which, if you stack those pallets on top of each other, is the equivalent of shipping the height of Mount Everest every other day.

Adam Grant, General Manager, Mars Wrigley UK – Mars said: “It is a major milestone for Mars UK’s logistics operations and a meaningful step in our sustainability journey. Over the past few years, our partnership with DHL has seen the completion of two pioneering facilities. Not only does this futureproof our distribution practices, it also puts into action Mars’ aim to create a world-class logistics operation that is sustainable, smart and agile.”

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Nutriment Raw achieves official raw pet food certification utriment Raw has been officially certified under the UK Pet Food’s Raw Pet Food Certification Scheme. The achievement comes after passing an intensive audit.

The scheme is a new standard for raw pet food manufacturers in the UK. Developed by independent certification scheme experts KIWA and launched in late 2022, the standard provides industryleading quality and best practice to support the safe production of raw pet food within the UK. The scope of the scheme — which is the first and only independently audited certified Raw Pet food scheme in the world — includes plant design and maintenance, supplier assurance, safe product formulation, full traceability systems, safe handling, quality checks, microbiological testing, a programme of internal auditing, HACCP, staff training, and labelling compliance. It is based on best practice guidelines developed in conjunction with APHA, FSA, and Defra, who are the key governmental regulators within the UK. “We are one of only four companies that have achieved this high standard certification so far and I’m extremely proud of the team and all the hard work internally that has gone on to consistently raise the standards of commercially prepared raw pet food in the UK,” commented Martin Heal, Managing Director of Nutriment Raw. “We are fully committed to producing the highest quality, ethically prepared raw food for dogs and cats in the marketplace and our focus on high-quality standards of processes and quality of ingredients has met all the criteria set out by UK Pet Food’s certification scheme.”

Nutriment would like to say a huge thank you to all the team that have been involved in this project.

The collaboration and dedication to achieve the standard will support the business to continue to drive greater focus on quality and safety in the sector.

For more information, visit www.nutriment.co.uk

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Furr Boost wins business award

urr Boost, the healthy hydration smoothie drink for dogs, has been awarded an SME Business Elite Award.

Having already scooped the Best Product Innovation Awards at both PetQuip and the PIF Awards in 2022, Furr Boost has added an SME Business Elite Award to its list of honours.

The SME Business Elite Awards 2023 are handpicked by SME News Magazine and are based purely on comprehensive analysis and research undertaken by the wider group to identify those deserving to be recognised each year.

The brand was also one of only 10 companies to make the finals of the Pet Industry Federation’s New Pet Innovation of the Year Award recently

F The Innocent Hound turns 10!

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6 August 2023

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Prestigious Pet Industry Awards Now Open for Entries

ntries are now open for the Pet Industry Federation Awards.

The Pet Industry Federation (PIF) Awards, sponsored by Jollyes, showcase excellence across 22 different categories, with new categories launched this year, including Pet Behaviourist of the Year, Garden Centre Pet Department of the Year, Pet Store Manager of the Year, and Marketing Campaign of the Year.

The PIF Awards have grown year on year and judges are expecting a higher than ever standard this year.

Entries will remain open until Friday 18 August.

Winners of the Pet Industry Federation Awards 2023 will be revealed at Chesford Grange Hotel, near Kenilworth on Thursday 9 November.

Nigel Baker, CEO of the Pet Industry Federation, commented: “We are delighted to be hosting the PIF Awards again this year. Following the sell-out Awards in 2022, we have moved to a bigger venue at Chesford Grange to enable all those who want to attend to do so. The PIF Awards, sponsored by Jollyes and in association with Collar App, Cliverton, Lopay and Su-Bridge Pet Supplies, provide a fantastic opportunity to recognise and reward the outstanding performances in the pet industry over the last twelve months.”

There are still some sponsorship opportunities available at category level, which provide excellent promotional and networking opportunities. To find out more about sponsorship, telephone Daniel Everett, PIF’s Events Coordinator, on 01234 224507 or email daniel.everett@petfederation.co.uk To enter your business for an Award, visit www.petfederation.co.uk

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he family-owned business The Innocent Hound is celebrating a landmark birthday. After shaking up the premium treat market when they launched their air-dried venison treats in 2013, Yorkshire pet food manufacturer The Innocent Hound is now celebrating 10 years in business.

Inspired by their rescue Lurcher Bongo, founder Chloe Heaton wanted to create a range of treats that mirrored their values when choosing food for themselves. The Innocent Hound set out on a clear path to use locally sourced, quality ingredients, and British meat where animal welfare was a priority.

Reminiscing on the start of her business venture, Chloe says: “When we look back at the treat market 10 years ago, it was a very different scene — today consumers can find a far greater choice of good quality and healthy dog treats, something that didn’t exist when we first started. We’re proud to have played a key part in raising the standards.”

Although manufacturing was never part of the plan, when their original supplier closed after just a few months after launching, The Innocent Hound was forced to make a radical decision. Giving up was not an option and so with the help of their local butcher, and an experienced pet nutritionist, they rented a small food production unit where they specialised in producing high meat content sausages that they air-dried using a bespoke drying system.

The popularity of the products resulted in a move to a bigger factory in 2017 where they are based today. The Innocent Hound has proven itself to be innovative and ground-breaking as they extended their product range with a host of healthy and functional treats, as well as a unique air-dried complete food. This food won the prize for new Dog Food Product at PATS 2019.

With a team of nearly 30 people and a recently completed factory expansion, The Innocent Hound are set to continue growing their business with exciting new plans, but not before celebrating the incredible journey they have been on over the last 10 years.

To find out more about the brand, visit theinnocenthound.co.uk or for trade enquiries, visit theinnocenthound.co.uk/pages/becoming-a-stockist

held at the PIF Business Conference. They also made the finals of the Start-Up Awards where they were nominated for Innovative Start-Up and Online Retailer Start-Up for the Midlands Region.

The smoothie drinks were created by a former technical manager to the food industry Louise Toal, after her Beagle became unwell with bladder problems which were linked to the dog’s food.

Using her technical background, Louise then started experimenting with protein shakes to help flush out Phoebe’s system and to provide her with the hydration that she needed. This led to the creation of the Furr Boost range of smoothies.

Each of Furr Boost’s recipes contains a meat, fruit, and vegetable, along with added oils and vitamins, so it’s more than a hydration drink, it supports the dog’s well-being in areas such as digestion, skin and coat, anxiety, metabolism, and immunity.

Furr Boost is available in three tasty varieties and is also a sustainable product using packaging materials which are recyclable avoiding single use plastic as each smoothie is available in a Tetra Pak Carton.

Since launching, Furr Boost has seen its customer base grow online with a healthy presence on e-commerce websites but it is also now looking to expand its retail operation.

For further information visit: www.furrboost.com For trade enquiries, contact Louise Toal on 01746 785 410 or email: customerservices@furrboost. com

www.petproductmarketing.co.uk

11/07/2023 12:56

PPM Introducing…

Meet a pioneer brand who specialise in natural and minimally processed cat food.

Schesir is an Italian brand based in Genoa, part of Agras Delic S.p.A., which has now joined Whitebridge Pet Brands (USA) since April 2022. It happened to be the pioneer in launching the first natural and minimally processed wet cat food with flaked or shredded fresh pieces of fish or chicken in Europe back in 1999, in Italy at first, and then across Europe and other parts of the world with a presence in 50 countries today. The products actually stand out today as “natural quality you can see and smell” which cats crave for.

supplement for newborn kittens that are underweightt or losing weight and Schesir ir Baby Mousse & Shreds — complete and balanced delicate layers of mousse and nd tiny shreds to help baby cats ts transition to solid food from m 4 weeks. ● Schesir Silver: Complete te and balanced nutrition for mature and senior cats overr 11 years of age. High quality, y, high protein, low phosphorus. us. It comess in a mousse in pouches or cans with mini fillets or a duo of both textures. ● Schesir Special: Special functional formulas designed to support cats’ special needs: Healthy skin and coat, good digestion, or healthy weight. ● Schesir Functions Digestive topper: a meal topper with wheatgrass and pumpkin to aid in digestion. ● Schesir Stix: Creamy, hydrating single-serve snacks

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In PPM Introducing, we get to know brands on the rise that could be perfect for your store. Here, we talk to Schesir, a pet food brand that puts high quality ingredients and protecting nature at the top of their agenda…

Q

What is Schesir and what makes it stand out in the market?

Who is the brand aimed at?

From its creation back in 1999, it is aimed at clients who understand the benefits of wet food (hydration, high protein, low carbs, palatability) for the cat as an obligate carnivore but who also want a cat food which would be as natural as possible — that is with high quality natural ingredients you can see and with minimal processing to preserve the integrity of nutrients. This ensures each recipe is of superior palatability and nutritional value, and the wide assortment of recipes caters for even the fussiest cats.

In 2023 with our merge with Whitebridge Pet Brands, we are bigger and bolder, bringing more nutrition, formats, flavours, and life stages together with our natural quality legacy.

Q

Tell us about the different products in the range.

At Schesir, we are committed to putting the cats and their needs first. In 2023, we are introducing a new complete and balanced nutritional programme that uses high quality, natural, and minimally processed ingredients. This means targeted nutrition formulations for life stages, a variety of new textures and flavours, and a refreshed identity to make it easier to find the ideal option for your cat.

As obligate carnivores, cats need meat, not plants. That’s why Schesir cat food mimics the natural prey diet based on three Brand nutritional pillars: ● Protein: high protein nutrition from animal protein sources, minimal carbohydrates, and no grain. ● Hydration: cats naturally have a low thirst drive. They often eat dry food which doesn’t supply moisture. Schesir recommends wet food or complementary toppers to dry food to supply additional hydration. ● Variety: in the wild, cats would eat a variety of prey.

Schesir comes in recipes that offer a wide selection of flavours and formats to satisfy even the pickiest cats.

Although Schesir has a small range of dry cat foods, we recommend at least mixed feeding dry and wet, and we offer an extensive range of new complete and balanced wet foods and a few snacks and toppers, all formulated based on the natural prey diet for cats: ● Schesir After Dark: Complete and balanced and inspired by cats hunting at night and loving organ meats, it closely mimics the natural prey diet, high protein with organ meats served as shredded cuts in broth, or in soft, finely ground paté, or in mousse. ● Schesir Baby: Complete and balanced nutrition designed specifically for kittens with high protein and fat to support early growth. It comes in mousse of mini fillets of meat. Also in this range two very innovative products: Schesir Baby Thrive, a smooth, easy to lick energy

www.petproductmarketing.co.uk

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How did you develop the products to ensure they only contain the finest, natural ingredients?

We offer only genuine and simple foods, with a short list of ingredients. We prefer cooking methods that maintain the aromas and flavours of the ingredients, selected from the best available on the market. Our recipes contain no added preservatives, colours and artificial flavour enhancers.

We check the origin of the raw materials used in our pet food and the processes they undergo. This allows us to identify any issues with Schesir ingredients and solve them as quickly as possible.

We also carefully select suppliers, especially factories manufacturing our pet foods. In fact, the production processes of all our suppliers are certified and guaranteed by independent international bodies, in compliance with highest standards of safety and hygiene, including ISO 9001, ISO 22000, HACCP, OIOS, BRC-GSFS and IFS.

Q

Being eco-friendly is at the very heart of the Schesir brand. Tell us about the ways in which you help to protect the environment and why.

For Schesir wet products we use only two species of tuna, selected from those not suffering from overfishing; we use only individuals that have already reached reproductive maturity. Our commitment to sustainable fishing is evidenced by the “Ocean Friendly” symbol on our packaging.

We prioritise the quality of our ingredients to give pets around the world the very best. The raw materials used in Schesir products are selected from top producers worldwide.

Q

How does Schesir work with independent retailers?

Schesir has always been exclusive to the specialist trade and will remain so all around the world.

This partnership is essential to help recommend the right products to cat parents and explain our brand nutritional philosophy. We provide product and nutritional training, but also POS and merchandising materials.

For any further information on Schesir and its products, products please contact their Account Manager UK Robert Constance on robert.constance@whitebridgepet.com or call +44 (0) 7947 746 648

Visit www.schesir.com August 2023 7

11/07/2023 11:23

News

A fresh new look for Pets Purest ets Purest are embarking on a full brand refresh to support their new company vision and ambitious growth plans.

The changes include the introduction of a brand-new logo, website, and packaging designs across their full product range, while still offering the same high-quality products that their customers know and love.

Founded in 2017, Pets Purest’s vision was to be the UK’s first 100% natural pet supplement brand, providing healthy, natural alternatives to many massproduced pet products, supported by a range of other life-enhancing products to enrich the daily lives of the nation’s pets. The company has experienced sustained year-on-year growth with over 1 million happy pets benefiting from their broad range of products.

Identifying a gap in the market for a range of 100% natural supplements and treats, co-founders Oliver and Evie Bristowe founded Pets Purest after one of Evie’s family dogs had been suffering from itchy, dry and flaky skin. Evie and Oliver put their minds together to create a range of high-quality natural products, free from any nasty chemicals. This latest brand refresh will help ensure this vision is reflected across all customer touchpoints.

Oliver Bristowe, Pets Purest Co-founder, said: “We’re really excited to see our new branding roll-out and hope that our customers will love it as much as we do. The brand refresh supports a new vision for the company and we’re confident that it will help us take the brand to the next level as we continue with our ambitious growth plans.

“It’s definitely a different look for the brand, however, we believe it’s pretty unique within the market and reflects our values. We don’t try to hide anything from our customers and show clearly what ingredients we include across all of our products, making it simple for pet owners to understand exactly what the product is and does.”

Oliver Bristowe added: “We’re all about preventative pet health and wellness, supporting pet owners in making their pet’s well-being part of their daily routine with a range of convenient and effective solutions. We pride ourselves on being real people making real products for real pet owners and their pets.”

Discover more about Pets Purest at www.petspurest.com or for trade enquiries, visit www.petspurest.com/pages/trade

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Pets Purest Shortlisted for the 2023 Great British Entrepreneur Awards ilmslow-based pet supplement company Pets Purest is excited to announce that they have been shortlisted for the prestigious 2023 Great British Entrepreneur Awards in three categories. The three categories are Family Business Entrepreneur of the Year, Equity-Backed Entrepreneur of the Year, and Scale-Up Entrepreneur of the Year.

This recognition reflects their exceptional entrepreneurial spirit, dedication, and remarkable achievements within their industry; where Pets Purest have built a strong reputation with their high-quality, 100% natural pet range.

Now in its 11th year, and previously described as “The Grammys for Entrepreneurship”, The Great British Entrepreneur Awards celebrate the outstanding individuals and businesses that drive innovation, generate employment opportunities, and contribute to the growth of the UK economy.

“We are so pleased to be shortlisted for not only one, but three awards,” said Oliver Bristowe, Co-founder at Pets Purest. “The competition was fierce, with over 5,000 applicants, making it an even more special achievement. I’d like to thank GBEA for shortlisting us and recognising our business, it’s a really proud moment for us.”

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BETA’s Summer of Safety has begun!

US pet tech company launches pet booking service

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he British Equestrian Trade Association’s (BETA) Summer of Safety has begun, providing lots of opportunities for equestrians to learn, win prizes, and help keep themselves and their horses a whole lot safer.

The campaign is now in its third year and retains the clear objective of helping to keep equestrians and their horses safer in all activities. BETA is working with its trade members and aligned professionals on a calendar of content including lives and video around this, as well as providing a host of brilliant prizes.

“We are delighted to be running the Summer of Safety for 2023, and have bigger plans than ever before,” said Claire Williams, Executive Director of BETA. “This includes in person events as well as lives and content through social media, but we also have huge support among the trade meaning that if you visit any of our members during the summer, you could well see some Summer of Safety bunting and information as it’s a cause close to so many hearts.”

The idea behind the Summer of Safety came about in a bid to help demystify safety through providing more information around hats and standards alongside real stories that bring it to life and allow the community to learn from one another.

To find out more about BETA’s Summer of Safety, see www.beta-uk.org. To see the list of participating BETA members, see www.beta-uk.org/pages/ news-amp-events/beta-summer-of-safety.php

8 August 2023

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eading pet service booking app, Book Your Pet has announced its launch in UK by taking part in the nation’s favourite dogfriendly festival, DogFest.

Sponsoring the ever-popular Haybale Race at 7 two-day festivals across the country this summer, Book Your Pet hopes to make it easier for pet owners to connect with pet businesses in their local area both in the UK and US. The platform, which currently sees over 100,000 appointments being set per month, was born when founders Ralph Romero and Anita Flad Romero found themselves struggling to secure a dog grooming appointment for their two Yorkies who were in desperate need of a trim.

With their regular groomer unavailable, Ralph and Anita spent the best part of a week trawling through Google reviews and trying to get hold of groomers who didn’t call back.

Realising there was a gap in the market, the pair used their tech expertise to build a platform that would simplify the booking process for everyone

Co-founders Oliver and Evie.

The awards ceremony will take place on November 20th, 2023 at London’s Grosvenor House, where industry leaders, innovators, and influencers will gather to celebrate the achievements of the finalists.

Pets Purest are all about preventative pet health and wellness, supporting pet owners in making their pet’s well-being part of their daily routine with a range of convenient and effective solutions.

This approach has seen Pets Purest make a significant impact within the pet eCommerce market and is reflected in their sustained growth in recent years.

“We pride ourselves on being real people making real products for real pet owners and their pets,” added Oliver Bristowe, Co-founder at Pets Purest.

“Without the support of our customers, partners, and the wider pet community, we wouldn’t have been able to achieve what we have in recent years, so these nominations are dedicated to them.”

Discover more about Pets Purest at www. petspurest.com involved, making it easier for owners to find a reliable pet service near them, and simplifying the way pet business owners operate.

Book Your Pet has been designed to help speed up the booking process so pet owners can find and contact trusted service providers in their local area and know instantly whether there are appointments available.

As well as helping to simplify the booking process, Book Your Pet software is also made to help pet business owners with software designed to streamline and automate their business communications, booking process, and appointment calendar, as well as create custom invoices and in-built finance dashboard, and even includes Xero and QuickBooks integrations.

It is proving to be a hit with business owners in the UK, attracting petpreneurs from across the country, with one early adopting business making £20,000 from appointments booked via the software in the last two months alone.

Ralph Romero, Book Your Pet CEO and founder, said: “We wanted to create a platform that took away the mystery and uncertainty of finding the best petpreneurs and businesses. But we didn’t stop there, we also considered the many different hats that pet business owners must wear and how juggling so many aspects of a business can get in the way of performing that said business.”

DogFest, in partnership with ManyPets, is an absolute must for dogs and dog lovers, but also innovative pet brands — DogFest attracts some of the hottest pet industry retailers and organisations.

Nicole Cooper, CEO of TouchpointLive Media, said: “Although DogFest was created for dogs and dog owners to experience a unique festival in beautiful surroundings, it is also a space for leading pet brands and companies to come and show off their latest offerings. Whether it’s for consumers or pet business owners, we take pride in DogFest being the pinnacle of pet exhibitions.”

For more information on Book Your Pet, visit: www.bookyourpet.com or to find out more about DogFest, visit www.dogfest.co.uk

www.petproductmarketing.co.uk

11/07/2023 12:56

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Sponsored by PATS

On the

shop floor

In a new series, we talk to independent pet shop owners to share their experiences of the trade.

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ithin walking distance of Wetherby town centre, Discount Feeds was established in 2009 and taken over four years ago by Jo and Rob Sutton. Open to both the public and trade, the shop covers three units and aims to offer feeds at the most competitive prices, as well as stocking accessories for all types of animals including small animals, dogs, cats, wild birds, small holdings, and horses.

Here we spoke with Jo to find out about her “crazy quest of pet shop ownership” and how she is finding business…

years and then got that chance to buy it out — I immediately jumped at the chance! I have lived and worked around animals all of my life. Weirdly, it feels like all of my working past was very much geared to gathering the skills to have the shop. I enjoy every minute, even the harder times. I am really grateful to my long-suffering husband for his DIY Skills in the shop and supporting me in my crazy quest of pet shop ownership.”

Q Q

What inspired you to become a pet shop owner?

Jo says: “The shop found me. I was the groomer for four

How often do customers come to you for pet related advice?

Jo says: “Daily! I love meeting owners and their pets/ animals. It’s normally feed related but I have discussed behaviour, genetics, performance, and all manner of things (anal glands are a specialist subject!).”

How do you promote your shop?

Q

How would you describe your typical customer?

Jo: “Honestly, we don’t have one. Every customer is different; we can go from supplying feed for horses going to compete abroad to a regular customer buying her weekly sunflower hearts, to a panic with a poorly dog that won’t eat or needs extra help. We are as close to the city as we are to the countryside which gives us a level of diversity and keeping us accessible to all is a constant thought.

“The products we stock are varied. I have always tried to stay true to the values of my own dog ownership (a 14 year-old retired Springer Spaniel called Purdy). We have a huge selection of treats, mainly natural, with the focus on good health. However, it’s retail so I do have to relent sometimes. We stock a range of dry, wet, cold pressed, and raw brands. They all stand on their own merits, and I try to accommodate everyone.”

Q Q

What are your best-selling products?

Jo says: “Dog food and horse food are our best sellers. We do well with Canagan and Symply dog and cat food. I like how the brand operates and appreciates what we do for them. I am really appreciative of brand representatives in store. I like to stay in the loop, as such, and keep up to date with training, advances in the industry, and releases within the research world. Everyday is a learning day in this shop.”

Raw food is on the rise. How have you found it being a raw stockist?

Jo says: “We have stocked raw for over 10 years. We were loyal to Natures Menu until this year. I feel like they offered the retailer a good package, margin, product range, and the customer service in terms of if things went wrong was great.

“Recent changes meant we had to introduce a second brand so after a lot of research and meeting brands, we brought in Nutriment which has gone down really well.

“I find stocking raw to be vital in terms of what we do,

• FREE entry & parking • 100’s of new launches • FREE show catalogue • Thousands of products 10 August 2023

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Q Q Q

How do you source your stock? Do you use wholesalers or go direct to manufacturers?

Jo says: “A nice and efficient mix of both — I find that we change how we buy depending on season and customer buying habits.”

Tell us about your shop

Jo says: “Discount Feeds is based in Wetherby, West Yorkshire and was established in 2009. Then in 2019, my husband Rob and I purchased the shop.

“We are primarily feed based, covering dogs, cats, small animal, reptile, horse, poultry, farm, and even fishing baits.

I have a BSc (Hons) Equine Science and Management, combined with 20 years of horse ownership for the equine side and in October 2022, I completed the iPet Level 3 diploma in Canine Nutrition. I found this a huge advantage for the shop as we can offer science led advice and stay very neutral — remembering the individual dog and owner are the most important focus! I believe that every bag of food has its place and tend to work with customers to resolve their issues. The local vets are now onboard and I do work with them quite a lot.

“We were finalists for PetQuip Retailer of the Year last year and have been finalists for BETA Retailer of the Year for the past three years.

“I was the dog groomer in the shop before we took over the reins here and it gave me a huge insight into the daily running. I often used to wonder about doing this or that — roll forwards four years and my ponderings could actually happen!”

in terms of demand and also the nutritional side. I keep well stocked and if we foresee issues, I can hold more back stock so the customer remains unaware of any difficulties.”

Jo says: “We are the main sponsor of our local country show, which we all enjoy. We take the shop staff and enjoy a lovely day wandering around and lunch in the members’ tent.

“We have a long running advert on the local radio station — it’s been worth its weight in gold over the years. Our social media account is really quite active; we embrace interaction and engagement with customers.

“Word of mouth is by far the biggest promoter for the shop. I insist on good customer service. I want every customer to have the best impression of us and experience what our little team can do for them. This doesn’t always involve selling them something — there isn’t always a quick fix to people’s questions.”

Q Q

What would be your best piece of advice to other independent pet shop owners?

Jo says: “Decide what you want to be and don’t obsess over what everyone else is doing or saying. During Covid, we did the opposite of what everyone else did (unintentionally) and we kept flexible in our approach. This gave us a great mindset and much of that has stayed now.”

What do you mean by you did the opposite of everyone else during Covid?

Jo says: “So, when Covid hit, all the local suppliers reduced their opening hours and furloughed staff. We did the opposite; we gave the option of outside collection. We had three coloured pallets outside. People rang, placed the order, and let us know what time they would be passing so we scheduled which pallet their order would be on.

We also offered free local delivery. We organised private shopping slots for older/at risk people so they could come and get their supplies without seeing other customers instore. Initially, we reviewed our response weekly to ensure staff were comfortable and wanted to be here, luckily, the team pulled together and we smashed it!”

Visit www.discountfeeds.co.uk to find out more about the shop.

To register for FREE entry visit

www.patshow.co.uk www.petproductmarketing.co.uk

11/07/2023 12:05

The UK’s National Pet Industry Event TELFORD INTERNATIONAL CENTRE

1-2 October 2023 PATS largest show with over 240 exhibitors

• FREE entry & parking • 100’s of new launches • FREE show catalogue • Thousands of products IMPACT.indd 1

To register for FREE entry visit

www.patshow.co.uk 11/07/2023 11:29

Product highlights

New&necessities Schesir Baby Thrive No more struggling kittens with the new Schesir Baby Thrive!

Schesir Baby Thrive is a new and unique product to be launched aunched in the UK from Schesir, the pioneer in natural wet cat food in Europe.

It was developed to support struggling kittens in their earlyy weeks who are battlingg to eat properly and put on weight, which often happens in a litter. ementt to It comes as a smooth, easy to lick, high calorie supplement m support energy, weight gain, and growth, and can be fedd from two weeks of age.

Beside the high calorie content, it has an enticing flavour to encourage consumption and very highly digestible proteins from chicken, liver, and egg.

Available from wholesale trade from September 2023, it comes in a bag of 20 individual mini pouches of 25Kcal per serving, at a Recommended Retail Price of £8.55.

For more information, visit www.schesir.com, or for trade enquiries, email robert.constance@whitebridgepet.com

Frozzys Soft Scoop frozen yoghurt treat Frozzys® has launched a new healthy lickable Soft Scoop frozen yogurt treat for dogs.

The new Soft Scoop variety is made in the UK and is packed full of carefully selected nutritionally beneficial ingredients.

Dog owners are becoming increasingly aware of the nutritional value of their dog’s diet. Ice cream is notorious for being high in fat and sugar, whereas Frozzys Soft Scoop is lactose free, low in fat, contains no added sugar, and is rich in prebiotic fibre to aid digestion.

Perfect for catering and hospitality outlets, Frozzys® Soft Scoop is available in two lickable flavours —

Pawise summer cooling lines New to the Pawise portfolio at Pedigree Wholesale is a full collection of summer cooling lines.

The range includes some great accessories for providing

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easy hydration solutions when the heat gets too much and are great for cars, camping, and long walks. The Pawise No Spill Water Bowl and 2 in 1 Drinking Bottle are great essential additions for making sure pets have everything they need.

A new to the range is the Pawise Cooling Mat in Medium Also a Large, making this a great and c cooling solution for all dog sizes and b breeds.

An adorable addition to the cooling r range from Pawise is the Floating D Toys, including the Unicorn, Dog F Flamingo, Sea Horse, Star, and D Dolphin toys, some of which even i include rope for those dogs who love t chew! to Pawise is a brand based on r reliability, affordability, and ease.

E Each Pawise product is designed to

Vanilla and Strawberry — both of which are rich in calcium, low in calories, and have no added sugar.

Frozzys® Marketing Manager, Jackie Kirk said: “At Frozzys®, we’re passionate about developing healthy and nutritious treats for our pets. This is why we’ve developed a new guilt free nutritious lickable soft scoop in our two best-selling flavours, strawberry and vanilla.”

Frozzys® new Soft Scoop is available to order now!

Find out where to order and download your FREE online marketing pack from the website.

For more information, visit www.frozzys.com or for trade enquiries, visit www.frozzys.com/pages/trade

ndd relieve stress around raising pets and provide solutions for pet parents. duccts.co.uk For trade enquiries, visit petproducts.co.uk

www.petproductmarketing.co.u www.petproductmarketing.co.uk

11/07/2023 09:14

Advertorial

Behind the brand Peregrine makes waves with FishScience re-brand.

Pere n 2021, Peregrine Livefoods made a splash in the world of aquatics with the acquisition of the FishScience brand. This year, the reptile wholesaler continues to make waves with a monumental re-brand. Here, we dive into everything the retailer needs to know about FishScience.

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Within these categories are purpose-built foods such as Coldwater Pond Foods that use wheatgerm to lower the protein content during the colder months, resulting in less waste produced by the fish and better water quality, among other benefits.

Tropical foods are grouped into flakes, pellets, and tablets and come in a variety of sizes from “micro” for fry and tetra to “wafers” which are suitable for algae and wood eating aquarium fish.

Species-specific lines are available for Betta (floating granules with a high insect-meal content to mimic their wild prey), fancy goldfish (slowly-sinking pellets that allow fish with limited mobility to feed efficiently), shrimp stick (vegetable-rich sticks that sink for targeted feeding) and much more.

FishScience also offers a range of Cichlid foods in a range of sizes. These are broken down into Malawi and general Cichlid foods so the keeper can be sure they are selecting the very best product for their animals.

Each product has been carefully crafted to meet the nutritional needs of the fish that it feeds. Peregrine Livefoods is also excited to develop new supplementary foods within the FishScience range that are aimed at turtles and amphibians alongside a broad range of frozen invertebrate blister packs.

Q

Who are the products aimed at?

Tell us about the Fish Science rebrand.

FishScience was first founded in 2013 by Dr David Pool, an industry professional and esteemed academic in fish biology. Dr Pool received instant recognition for his ground-breaking formulas that utilise insect meal as their primary protein component, alongside various other expertly-selected ingredients. Fuelled by his scientific mindset, his determination to create the best foods on the market left little time to re-design and update the packaging. Since acquiring the brand, Peregrine Livefoods has seized the opportunity to breathe new life into the brand, while still providing the excellent formulas devised and developed by Dr Pool over many years.

A combination of high-end design features such as matte/gloss finish and striking colour schemes is intended to entice new customers to a brand that is already highly regarded among professional keepers. Peregrine Livefoods has completely re-imagined the design to meet the needs of retailers in a contemporary setting.

Q

What products are in the range?

There are over 70 individual products in the FishScience range spanning pond foods, tropical foods, species-specific foods, and more (many of which, are available in multiple sizes).

www.petproductmarketing.co.uk

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FishScience is a premium brand that is most celebrated among expert fish keepers. The use of natural colour-enhancing ingredients, vitamin-rich components, and groundbreaking insect meal-based recipes make FishScience the go-to for breeders or keepers who place a high value on the overall health and vigour of their animals.

The re-brand aims to reach new audiences as the packaging will be swapped from a scientific, medicinallooking design to something far more impactful. While FishScience will remain a premium brand, keepers of all experience levels are encouraged to try out the new products and research the plethora of benefits associated with insect meal. With such a broad offering of products, FishScience has a wide market reach.

Q

as calci-worms due to their high calcium, protein and nutrient content, are already consumed across the world by people and their pets. Peregrine Livefoods has been breeding insects for over 20 years and stocks the broadest range of live foods in the UK. Calci-worms, weight-forweight, are arguably the most nutritious insects available on the market. In fact, they are already widely consumed by people across the world as a healthy snack and as a protein component in main meals.

Insect meal is also now being used to produce sustainable meat alternatives in many parts of the world.

The lifecycle of the black soldier fly is fast and therefore, the farming of calci-worms produces a far smaller carbon footprint than that of cattle or fish.

Q

FishScience values sustainability and natural products. Tell us about these values.

As mentioned, insect meal is a far more sustainable and environmentally friendly source of protein than fish. Insects can be farmed quickly and transported far more easily than fish. However, the other ingredients found within FishScience products are also sourced from sustainable methods and the use of natural products, such as Spirulina, carrot and Chlorella algae, provide nutrients in the most organic way possible. Other superfoods, such as garlic, are also added to boost the immune system of the fish eating it, without the need for artificial chemicals. Peregrine Livefoods is committed to finding new and interesting ways to maintain and improve the sustainability of the FishScience brand.

Q

Can retailers be supported with any POS?

Yes, retailers can receive a whole spectrum of POS to support them in stocking FishScience. As well as digital assets, Peregrine Livefoods also supplies shelf wobblers, shelf edging, header boards, and vinyl stickers to any customer who wishes to use them. Our dedicated sales team will also work closely with retailers to help support their business and pass on any new POS requests and suggestions to Peregrine Livefoods’ expert marketing department. FishScience is also featured in multiple consumer magazines each month.

What makes them stand out in the market?

Perhaps the most notable stand-out feature of FishScience is the use of insect meal. Most commercially available fish foods, particularly those that are set at lower price points, use fish meal as their primary protein component. They encourage insectivorous fish to eat flakes made from other fish, not insects. Not only is this completely unnatural, but it provides sub-par nutrition and encourages unsustainable fishing practices.

The insects that are used in FishScience are the proteinrich superfood Hermetia illucens — the larvae of the black soldier fly. These grubs, referred to in the reptile industry

If you would like to stock FishScience, then contact us through our trade website or send us an email: Website: peregrine-livefoods.co.uk peregrine-livefood sales@peregrine-livefoods.co.uk Email: sa ales@peregrine-liv

August 2023 13

11/07/2023 11:56

Product highlights

Tangle Dog Bowl Sustainable Pet Brand Tangle has launched new premium dog bowls made from discarded fishing nets.

The brand is on a mission to put an end to ghost nets — lost or abandoned fishing nets — from entering our oceans and killing marine life through a range of high-end sustainable dog accessories made from recycled fishing nets in the UK. Named the silent killer of our seas, nearly half of the plastic in the ocean comes from ghost fishing nets that have been discarded in the sea. These nets are often made from harsh plastics that take centuries to degrade and are killing millions of marine species every year.

Xavier Warburton, co-founder of Tangle, started the business in 2022, concerned by the risk ghost nets were causing to marine life and wanted to combat this problem in an innovative way, repurposing the nets into long lasting, premium dog products.

Xavier says: “As an eco-conscious dog owner, it was so important to me to have a positive impact on the environment and also create top of the range products that last. Following the incredible success of our first product, the Tangle Dog Lead, which we launched last year, we know that dog owners want to make a difference too. They love our products and have been patiently waiting for the next product launch, the Tangle Dog Bowl.”

“By creating our beautifully made dog products from recycled

nets, Tangle’s helping animal lovers save marine life inn the oceans.

37,800 sqm) We’re now on track to stop 526 tennis courts worth (137,800 of fishing nets becoming ghost nets this year.”

K, a charity Tangle has also joined forces with Ghost Fishing UK, dedicated to removing abandoned, lost and discardedd fishing hat each gear from UK waters. Xavier says: “We’re really glad that ys over at product sold supports such a brilliant charity. The guys ese silent Ghost Fishing UK work tirelessly to make sure that these killers are out of our oceans, we want to do anything we can to help.” h The Tangle Dog Bowl is thee perfect addition to any home; meddium sized stylish, lightweight, durable, and sustainable. The medium ws the natural colour of th he teal marble effect bowl shows the recycled fishing nets that it’s made from and are ideal for water or kibble and the thick non-slip ring around the base of the bowl makes for a mess free mealtime.

To find out more, visit www.tanglemission.com or for trade enquiries, emailil sam@tanglemission.com

Johnson’s Home Flea Spray Johnson’s® Veterinary Products, one of the UK’s leading suppliers of pet healthcare products to pet shops, has further extended its popular range with the introduction of a Guardian® Home Flea Spray.

Marking the first release from the new Guardian® Pet Healthcare range, the Guardian® Home Flea Spray is designed to rapidly kill fleas, and flying and crawling insects, including flies, mosquitos, cockroaches, ants, and bed bugs. The easy-to-use trigger spray, which is manufactured right here in the UK, can be used on surfaces where insects walk or land and can be safely used inside domestic premises.

Capable of controlling fleas for up to six months and other crawling pests for approximately eight weeks, this environmentally-friendly, water-based advanced micro-emulsion insecticide can be used as a crack/ crevice and spot treatment or as a direct spray within households on areas such as pet bedding, carpets and soft furnishings — it is not suitable for use on animals.

Paul Gwynn, Managing Director at Johnson’s Veterinary Products, commented: “For more than 100 years, Johnson’s has continued to innovate and manufacture the cost-effective pet healthcare products the public and their pets need, all available from pet shops and stores across the UK. “As a water-based product, the Guardian® Home Flea Spray represents the steps we continue to take as a business to deliver products that meet pet owner’s expectations with regard to being environmentally sustainable and affordable, by providing an attractive alternative for those who are not comfortable with aerosol products.

“As the seasons change and the weather gets warmer, some pets will naturally want to spend more time exploring outdoors, which will increase their exposure to bugs and insects that latch on to pets and make their way inside. The warmer months also bring about an increase in flying pests that love nothing more than to make themselves at home in domestic households.

“As such, owners must be vigilant to ensure their pets do not become infested or suffer from any uncomfortable bug and insect bites that could later get infected. The Guardian® Home Flea Spray will prevent such a scenario; ensuring pets are properly protected at home. It is also important to remember to treat all pets with a suitable flea treatment to minimise the risk of a flea infestation.

“The ongoing cost-of-living crisis has hit everyone hard, so the demand for reasonably priced yet effective pet healthcare products is extremely high. Fortunately, for consumers, providing cost-effective solutions is at the heart of what we do, as demonstrated by this latest announcement.

“There are plenty more exciting products in the pipeline too, so pet owners should stay tuned for more information on future releases.”

Peamutt Butter Christmas branding

To find out more, visit the Johnson’s website or for trade enquiries, visit https://johnsons-vet.com/trade-log-in

For more information, visit peamutt.co.uk or for trade enquiries, email barking@peamutt.co.uk

14 August 2023

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Manchester’s F. Duerr & Sons Ltd is launching a specially designed ‘snow scene’ winter jar of Peamutt Butter — ideal as a gift for dogs this Christmas.

Capitalising on the growing pet gifting trend, Duerr’s will be distributing its holiday jar across all its independent and national retail stockists. The winter label will feature the newly redesigned brand mascot Peamutt skiing into Christmas.

Last Christmas, a data poll of 2,000 pet owners showed that a quarter of British shoppers were more likely to gift their pets than their partners – with the average spend hitting the £30 to £40 mark per dog.

Carrying this trend into 2023, Duerr’s believe the Christmas Peamutt Butter packaging and are an affordable option for dog owners looking to spoil their pet this festive season.

Sales and marketing director, Richard Duerr said: “We are concious that many shoppers will be looking for something festive for their dog, at a reasonable price point.”

Peamutt Butter is a high protein, vegan treat for your pampered dog, a tasty snack for your four-legged friend, and contains heart-healthy fats, vitamin B, niacin and vitamin E. This spreadable, smooth peanut butter is designed to be used on dog toys and lick mats, as well as a training treat. Tapping into the ever growing ‘fur baby’ trend it can also be used as ingredient for dog home-baking.

Famed nationwide for its household jams and marmalades, Duerr’s & Sons is the biggest producer of peanut butter in the UK. Peamutt Butter was crafted by this family of dog lovers to ensure everyone in the family can enjoy the joys of the nutty treat. Earlier this year, the product underwent a rebrand, introducing its new mascot Peamutt — the first of its kind since Peamutt Butter launched in 2016. There has been 12 months of growth for the pet product, with sales of Peamutt Butter up 63% on 2022.

www.petproductmarketing.co.uk

11/07/2023 09:15

Advertorial

: k o o L First

‘Floors Best Friend’ The Bona Pet System will launch in October at PATS Telford ith pet ownership on the rise and consumers spending more time at home, pet owners are looking for safer and more effective pet mess and pet hair clean-up to ensure a clean and harmonious home. Bona, a global, sustainably driven company that supplies products for installing, renovating, maintaining, and restoring premium floors, announces the launch of their NEW Bona Pet System at PATS Telford Oct 1st & 2nd Stand A34.

Bona will be showcasing a collection of floor cleaners and sustainably designed tools specifically for the needs of homes with pets.

Bona said: “Studies show that pet hair and mess clean up are two of the biggest pain points for consumers with pets in their homes.

“Bona’s newest cleaning system not only alleviates concerns of pet hair and mess on hard-surface floors, but our newest cleaning technology eliminates malodours associated with pets, and in turn, discourages remarking of that same spot. In addition to being highly efficient, this system includes formulas that are free of harsh chemicals, hydrogen peroxide powered, and reusable microfiber cleaning and sweeping pads, making it safer for use around your pets and family.”

The new Bona Pet System offers the most effective clean against pet accidents, odours, and hair, while delivering a safer, everyday solution for floors, pets, and the planet.

Unique to the system are two cleaning formulations: Bona Pet System Wood Floor Cleaner and Bona Pet System Hard-Surface Floor Cleaner — both powered by hydrogen peroxide for a deep clean that penetrates through tough stuck-on stains, walked in mud, and everyday mess are available as a 1L trigger and 2.5L refill (the refill is also compatible with the award winning Bona premium spray mop system). Also available in the system is a premium microfiber mop with two microfiber pads, one designed for deep cleaning pet mess and one built with electrostatic

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action to pick up pet fur and hair.

Unlike competitor products, this system works on multiple surfaces, designed to safely and effectively clean on wood, stone, tile, laminate, vinyl, and LVT. The Bona Pet System is also dual purpose, working as an everyday cleaner and spot cleaner in one.

The Bona Pet System provides cleaner, safer ingredients and a reusable tool system made of post-consumer recycled materials, ultimately providing a safer solution for floors, your family, pets, and the planet.

Bona Pet System cleaners contain Odour Guard TechnologyTM which instantly eliminates and neutralises urine and other organic odours and continues to work for up to 5 days.

Bona does not test on animals.

The NEW Bona Pet System will be available to review at PATS Telford Oct 1st & 2nd Stand A34 where the friendly team from Bona will be waiting to greet you with wagging tails!

About Bona Bona is an innovative, environmentally conscious company dedicated to creating beautiful floors since 1919.

Bona UK is the subsidiary of Bona AB in Malmö, Sweden, and manufactures and distributes floor and home care products. The first in the industry to offer a full system of waterborne wood floor finishing and floor care products certified for indoor air quality by GREENGUARD, Bona products can be found throughout the world. From residue-free wood floor cleaners to a beautiful array of colour treatments and high durability finishes, consumers, distributors, and contractors trust Bona since 1919.

For more information, please contact Bona UK at 01908 525150 | info.uk@bona.com or www.bona.com/en-gb/homeowner/ www.petproductmarketing.co.uk

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Product highlights

DryDogs launches their products to the trade DryDogs is a small family run business that prides themselves on great products and great customer service.

It sells a large variety of products for dogs of all breeds and have specialist products for Sighthounds because of their unique shape.

Their best-selling products are the ‘DryDogs Escape Proof Harness’ which is designed for sighthounds and comes in six great colours; their large variety of leads including rope, bungee, and leads with poo bag holders; and a coat with a built in harness suitable for a large variety of dogs.

DryDogs has successfully been supplying customers with these products for many years and has thousands of 5-star reviews and after many requests has very recently branched out to wholesale to supply pet shops with their products.

To view DryDogs range of products, visit drydogs.co.uk.

If you are interested in stocking their products, they have a very easy application form to complete: www.drydogs.co.uk/pages/wholesale-application or if you prefer to discuss things over the phone, give Claire a ring on 01407 742919.

DOGGi — a new range of tough dog toys

Fallowcopse Feeds ddog foodd

Pet specialists Kennelpak are thrilled to announce the launch of their newest dog toy, DOGGi. This virtually indestructible dog toy is specifically designed for dogs who love to catch and carry.

DOGGi toys are suitable for dogs of all sizes, offering mental and physical stimulation while meeting the needs of a dog’s want to play and chew. The unique design of DOGGi toys incorporates different textures that will keep dogs engaged and entertained for hours on end.

DOGGi is a 100% recyclable solution for ppet owners who want a virtually tible toy that can indestructible withstandd even the most stic chewers. Thanks to enthusiastic ability, each DOGGi toy their durability, or dog dental health, is great for too. oy has so many ways Each toy nd comes in 3 sizes to play and tinctive shapes: classic and 3 distinctive

ball, rugby ball, and a dumbbell. It’s easy to clean, making it the perfect toy for pet parents who want to provide their dogs with a safe and fun way to play.

“We are excited to introduce the DOGGi range of toys to the market, as it addresses the needs of pet parents with dogs of all sizes who are looking for a fun, long-lasting toy for their dog,” said Nigel Wright, Commercial Director at Kennelpak. “Now they’re in store we’re seeing the interest and excitement from customers who are attracted by the impactful merchandise unit which really showcases the benefits of the range.”

DOGGi toys are exclusively distributed in the UK by Kennnelpak with retail prices pri starting Kennelpak m £5.99. from To find out more, visit www w.doggitoy.com or for f more www.doggitoy.com inforrmation on DOGGi products, p information competitive pricing, and free competitive marketing POS support, support please marketing conttact sales@kennelpak.co.uk sales@kennelp contact

A new superfood dog feed has launched which aims to provide owners with an alternative to the BARF diet (raw feed).

The founder of Fallowcopse Feeds launched a search to find an alternative feed to the BARF diet and earlier thiss year traced a feed with a sustainably sourced protein, and withh a variety of erfoods. vegetables, herbs and supplements, including superfoods. ncludes Fallowcopse Feeds is a grain-free kibble which includes oxidants and superfoods such as pomegranate, a source of antioxidants es. Aimed a natural inflammatory with antimicrobial properties. uding those at all dogs, from puppy through to adulthood, including sensitive to allergens, the grains are replaced with another ced diet. source of carbohydrate to ensure a perfectly balanced urselves and Fallowcopse believes that a balanced diet for ourselves our dogs is the way forward and not only for our physical being. health but also our mental state and general well-being.

Fallowcopse Feeds also includes functional treats for dogs, such as the calming treats containing lavender andd camomile. ys: “As a Jordan Bogris, Founder of Fallowcopse Feeds, says: professional dog breeder, for me, nutrition is one of the most ng of a important things to get right from the very beginning ht the way puppy’s life. This level of importance continues right lthood, through from the early stages to adolescence, adulthood, senior, and all the in between, be it pregnancies, allergies, ly linked to conditions, and intolerances. All of these are directly ogs.” diet and can be managed by what we feed our dogs.” o.uk or for To find out more, visit www.fallowcopsefeeds.co.uk ds.co.uk trade enquiries, email orders@fallowcopsefeeds.co.uk

16 August 2023

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www www.petproductmarketing.co.uk petproductmarketing co uk

11/07/2023 09:19

Advertorial

: k o o L First

Improving the health and well-being of dogs, these tasty prebiotic chews are hitting the shelves.

Q

What are DoggyRade Prebiotic Chewies — Superfood?

DoggyRade Prebiotic Chewies - Superfood are tasty prebiotic chews that support your dog’s immune and intestinal health. These longer-lasting chews contain natural fibre prebiotics to promote the growth of beneficial bacteria in the gut. This range of healthy chews also contains different superfoods that are a good source of antioxidants, fibre, beta carotene, alpha-linolenic acid, vitamin A, vitamin C, and vitamin D depending on the flavour. This range builds on the growing pet humanisation trend and focuses on improving the overall health and well-being of pets.

They come in a range of five different superfood flavours: ● Chicken with apple and carrot ● Chicken with sweet potato and pumpkin ● Chia seeds, broccoli and cranberry (V) ● Cranberry and pumpkin (V) ● Banana and peanut butter with chia seeds and flax seeds (V)

Q

How do DoggyRade Prebiotic Chewies — Superfood work and what is the impact on pets?

These low-fat chews have a range of benefits including supporting gut health, providing immune support, and dental care. Three of the five flavours are also vegan to suit a growing vegan trend. DoggyRade’s team of veterinarians and nutritionists have over 30 years of experience working in critical care clinics for pets and developed these solutions in response to genuine pet health needs. The products are specially formulated to help prevent acute and long-term illnesses that affect cats and dogs on a daily basis.

Dogs are susceptible to gastrointestinal issues and from minor cases of diarrhea to more serious issues like gastroenteritis, they are one of the main causes of visits to the vet. The chewies contain natural fibre prebiotics to support intestinal health, digestive health, and nutrient absorption.

Canine superfoods are an excellent addition to your dog’s diet, as they deliver the maximum amount of nutrients with minimum calories. Dogs can be vulnerable to several dietary deficiencies which can cause significant health problems.

Some of the most common are inadequate protein, iron, copper, zinc, and vitamins A, C, and E. All of these can lead to reduced immunity, cardiovascular disease, and cancer.

The superfood benefits include supporting a healthy urinal tract, healthy skin, and shiny coats.

Canine superfoods come in a wide range of options, including fruits, vegetables, fish, lean meats, and seeds.

Many superfoods are also highly digestible, meaning that the nutrients they contain are easily absorbed by a dog’s

body. This efficient digestion allows for better nutrient utilisation, ensuring that dogs receive maximum benefits from what they’re consuming.

A lot of superfoods contain high levels of antioxidants, which are crucial for combating oxidative stress and reducing the risk of chronic diseases in dogs. They can help neutralise harmful free radicals and support cellular health, which can contribute to a longer and healthier lifespan.

By incorporating these nutrient powerhouses into a dog’s meals, you can contribute to their overall health, longevity, and happiness.

Q

The original DoggyRade range has won a series of awards in the past including a New Product Showcase Award at PATS. What has been the response to these products?

The market’s response to the DoggyRade range has been overwhelmingly positive, as evidenced by the series of awards it has won, including at the Pet Industry Federation Awards and Pet Innovation Awards also. Our products are now available in 40 countries globally and stores are always looking for new and innovative products and solutions that address challenges facing pets every day.

Q

How does this product fit in with your existing range of drinks and treats for pets?

The existing DoggyRade range is a collection of functional health supplement products specially formulated to help dogs and cats feel their best. When utilised regularly, pet owners see noticeable benefits in their pets’ digestion and general performance and recovery, making them more resistant to illnesses. Focusing on prebiotic and intestinal health allows the whole DoggyRade product range to deliver on our goal of improving animal well-being through healthy nutrition.

The DoggyRade Prebiotic Chewies - Superfood range are no different, leveraging the power of superfoods to provide a further boost to your four-legged customers. Learn more about our full of products below: DoggyRade Prebiotic Drink is a healthy chicken flavour prebiotic drink that supports good intestinal health in dogs. It is isotonic and contains electrolytes to help dogs rehydrate quickly. It comes in a ready-to-drink resealable pouch that can be used when out and about and reopened again later.

KittyRade Prebiotic Drink is an award-winning chicken flavour prebiotic drink that encourages reliable hydration in cats. Most cats are fussy drinkers and don’t drink enough fluids. For this reason, one in three cats experience kidney disease; the leading illness in cats. KittyRade encourages

reliable hydration and can help avoid future health issues.

YummyRade Meal Enhancer is an award-winning gravy topper for both dogs and cats, that is extremely low in calories and fat, unlike most gravy toppers on the market. It can be given to pets without worrying about digestive issues or weight gain. It contains prebiotics and amino acids that help to support gut health, improve digestion and nutrient absorption.

DoggyRade Pro is a healthy prebiotic rehydration drink for dogs. It helps dogs recover from intestinal disorders such as acute diarrhea, gastroenteritis, and supports rehydration.

DoggyRade Chewies (Original) are tasty prebiotic chews that support a dog’s immune and intestinal health. Like the entire range, they contain natural fibre prebiotics to promote the growth of beneficial bacteria in the gut. They are available in Real Chicken or Peanut Butter and Banana Flavours.

Q

The branding is really strong — what inspired the branding and how does it look in store?

DoggyRade draws inspiration from the energetic and playful nature of dogs, as well as the need to keep them healthy and happy. The branding of the new DoggyRade Prebiotic Chewies - Superfood is carefully designed to reflect these core values and resonate with both dog owners while also fitting in with the existing range of products.

Leveraging the bright colours of our existing range of products while leaning into a more serious, nutritional supplement positioning, we have added clear benefit focused messaging and real dog imagery to provide a standout presence in store.

The new Chewies packaging incorporates DoggyRade’s signature ‘ears’ and with five new flavours, it was important to keep them consistent but make flavour differentiation easy for consumers and shops alike. Overall, the branding strives to convey a sense of fun, energy, and healthconsciousness while appealing to dog owners’ emotions and desires to provide the best for their pets.

Q

How do you build relationships with independent retailers?

The range is currently available in many independent retailers throughout the UK, from event/market traders to large independent retailers. The brand is eager to work with as many retailers as possible to help deliver prebiotic nutrition to UK pets!

Customers in the UK can work with DoggyRade in many ways: We operate our own distribution warehouse in Nottingham where orders are shipped directly to retailers within the UK. They are also stocked by selected pet specialist wholesalers. The products have been chosen and supported by a network of high profile, influential ambassadors from World Champions in canine sports to Crufts winners.

Our team will work with you to identify the most suitable approach and arrange any POS and digital assets you need to help make products successful in your store.

DoggyRade also offers a streamlined ordering process for retailers on their website, through the wholesale link in the footer of doggyrade.com online, where they also offer free shipping on all orders over £180. We also list stores selling our products on our store locator page, helping consumers identify their nearest store to them.

To find out more, visit www.doggyrade.com and for retail and wholesale enquiries, email commercial manager Gary Scobell at gary@doggyrade.com

www.petproductmarketing.co.uk

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11/07/2023 10:38

Small companions

The Small Animal Market

hile the bigger pets may make up the lion’s share of the pet market in the UK, there is no doubt that rabbits, guinea pigs, hamsters, gerbils, mice, and rats can still make a big impact for pet shop businesses.

These small animals are popular pets and there are many exciting opportunities to connect with pet lovers and create retail opportunities. Here we delve into how catering for owners of small animals can boost your profits.

W

The market

One of the big positives of the covid pandemic was that it made many people appreciate the good things in their lives — this certainly included our pets. Many people decided to add pets to their household and there was a spike in the pet numbers.

The PDSA PAW Report 2023 revealed the pet rabbit population has risen to 1.1million — it’s highest level for six years. Statista, the portal for market data, reports a similar trend in hamsters, with an estimated 600,00 of these small pets in the UK — a huge leap from just 200,000 in 2019/20.

While they also report the guinea pig population in the UK as 900,000.

There are millions of small pets and owners and the nature of that owner is changing.

The trend of pet humanisation that we have seen particularly in dogs is symptomatic of a wider trend of

pets — they are viewed more as family than accessories. Particularly with millennials and Generation Z, pets are treated far less as objects we own, but personalities that are important part of our families.

This means that many more owners are invested in providing the best for their pets. They are often willing to spend more to give their small animals better nutrition, enrichment, and living environments. Small pets used to be seen as a ‘starter pets’ but this is an image that is evolving with the general trend of animals being more appreciated for what they bring to our lives.

Source of knowledge

The changing trend of how small pets are perceived is creating an opportunity for retailers to be a point of knowledge and advice. While many owners are keen to give their pets better lives, the latest PAW report from the PDSA highlighted the biggest issue still facing rabbits is that 53% of owners lack the knowledge of the basic care needs of rabbits.

Knowledge around the space small animals need, what they should eat, if they live better with companions, and the health issues to look out for are vital. Retailers can be a trusted source of that knowledge. Learning the essentials can go a long way to improving animal welfare and building customer loyalty. Some leading brands in the small animal market will provide care guides to give away in store and you can even make eye-catching displays. Much of this knowledge will tie in around what consumers are going to buy for their small companions. Sharing good advice builds a trust that can naturally lead to being the go-to place to buy all these resources.

Resources and products cts

They may be small in stature but ut caring for small animals still requires a whole host of resources that you can provide to customers. ers. These include: ● Hutches/cages ● Hay ● Species specific foods ● Bedding ● Treats ● Toys ● Animal safe cleaning products cts ● Sand baths ● Bowls ● Water bottles ● Litter and trays

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“

The changing trend of how small pets are perceived is creating an opportunity for retailers to be a point of knowledge and advice.

Other pets

“

Why catering for smaller pets can be brilliant for business.

There is a variety of products that retailers can provide for small animal owners.

There are repeat purchase products in there which consumers will need to regularly buy, such as food, hay, and bedding. These give retailers the opportunity to build customer loyalty which can be developed with the help of discount cards or offers. It also brings customers in store more frequently and the chance to interact and get to know their needs better.

The less frequently bought items can still be really valuable too. These types of purchases may be an introductory sale, such as someone just getting a small companion, which can lead to them becoming a repeat customer. Or these purchases might add valuable profit for when regular customers need these less frequently bought products.

It may even be an idea to offer group packages, such as a small animal starter kits with all the essential resources an owner needs. These could be sold with a care guide to whatever species the customer is getting or you could even offer a 20-minute consultation to go through the needs of small pets and how best that person can care for their pet of choice.

There are many great opportunities to market the products that small animals need. Many of the brands will offer brilliant POS materials to help market the products and make your store look welcoming and exciting.

While providing for small animals can be directly good for business, it can also boost sales in indirect ways.

An independent pet survey by one of the leading brands which caters fo for rabbits found that small animals often live as part of multi-pet households households. It reported 54 percent of rabbit aand guinea pig owners also own a dog, while 43 percent also own a cat. This brings eeven more significance to small animal owners to sm retailers. Catering for small re companions can also be a co way of tapping into other w pet markets. pe Providing a first class service to rabbit owners ser could help connect with dog cou and cat owners, and increase their average basket spend.

ww www.petproductmarketing.co.uk

10/07/2023 15:33

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11/07/2023 11:31

Small companions

A brief guide to

small animals

Here, we take a look at four of the most popular small pets and some of the essentials owners need to know before having one as a pet.

Lifestyle O Average lifespan: 8 — 12 years O Rabbits are social creatures so need to be kept in pairs or groups, otherwise they can become lonely and develop health problems O Rabbits and guinea pigs should be kept separately

Diet O Rabbits’ digestive system need hay to function properly.

Owners need to provide a pile of hay at least the size of the rabbit’s body each day O A good quality diet fed in correct proportions — always read the label to check for good quality ingredients and the correct feeding amounts O Treats, including carrots and fruits, can be given occasionally O Fresh drinking water should always be available

Environment O Run size: at least 3m x 2m and at least 1m high O Hutch size: at least 1.8m x 0.6cm x 0.6cm (more than two rabbits or giant breeds will require more space) O Rabbits need room to jump, stretch, dig, hop, run and binky (jumping in air while shaking and twisting their bodies) O Hutch needs regular cleaning, at least once a week.

Guinea pig Lifestyle

O Average lifespan: 5 — 6 years O Guinea pigs are highly social and should be kept in pairs.

(Females tend to get on well, males can get on if they are siblings or introduced from a young age, and mixed pairs can live happily, but males should be neutered).

O Most guinea pigs will like a gentle stroke and some enjoy relaxing on your lap — but they don’t usually enjoy being picked up.

Diet O An unlimited amount of good feeding hay is important for digestion O A good quality food, fed as per the manufacturer’s feeding

Hamsters Lifestyle

O Average lifespan: 1 — 2 years O Hamsters are generally solitary animals.

O Don’t try to pick up your hamster while they are sleeping.

Wait until they awake and then cup your hands and gently, but securely, scoop them up.

Diet O Feed a hamster a good quality commercial pet food specifically for hamsters.

O Small amounts of fresh fruit and vegetables that are safe for hamsters.

O Hamsters will eat hay and many owners use it as a bedding.

O Hamster are hard wired to chew and gnaw at things as it keeps their teeth healthy and stops them from overgrowing.

Cardboard and hay cubes are good for shredding and some fruits and soft woods are good for gnawing on. Many brands sell ideal products which gives hamsters outlets to gnaw on

Gerbils

O Try not to startle your gerbils. If a gerbil perceives a threat, they’ll thump their hind feet rapidly O Interact with your gerbils every day. Handle them as often as you can but never force them to be handled. Let them investigate your hands in their own time.

Diet

Lifestyle O Average lifespan: 3 — 4 years O They need the company of other gerbils. (It’s best to have two or three that have grown up together).

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O Gerbils need a good quality diet, balanced diet that provides the nutrients the species needs.

O Vegetables can be used to supplement the diet and give variety.

O Fruit can also be given but only once or twice a week — check which fruits you choose to give them as some are recommended while others can be toxic, such as grapes and rhubarb.

Some seeds and nuts can be a nice treat, but again check which

Work with the brands…

Manufacturers of small animal products are well placed to help you share expert knowledge and gain customer loyalty. They can often provide care guide resources to share in store, posters, and eyecatching POS. Get in touch with them to see how they can help. guidelines O Guinea pigs need some fruit and vegetables (peppers, cucumbers, or celery for example) as a source of vitamin C which they don’t produce themselves.

O Treats can be given occasionally.

Environment O Run size: at least 6ft x 4ft O Hutch size: at least 5ft long to 2ft wide O A daily spot clean o of their cage g iss required q to o remove o so soiled d bedding.

O A full clean should uld be done once a week.

O Hay is ideal as a bedding.

Bedding should be dust free and things, such ch as straw, which are too coarse should be avoided — they could be ideal products to stock.

O Hamsters need a constant supply of fresh water.

Environment O Some experts recommend a minimum cage size of 100cm x 50cm but an even larger floor space with lots of room for exploring is ideal.

O Hamsters want places to climb so provide ladders and shelves.

O A deep, stable layer of around 25cm bedding will allow hamsters to burrow and hide food.

O Hamsters are nocturnal so spend much of the day sleeping.

Providing a nest box is essential. It needs to be somewhere hidden away and with plenty of bedding.

O Hamsters need plenty of toys and interactive games. This includes an exercise wheel. Many of these are often too small for the hamster. The recommended size is 20cm diameter for dwarf hamsters and 30cm Syrian hamsters. They should be a solid surface to run on and not slats that a hamster could fall through.

O A daily spot clean of soiled bedding and removing any food left from day before is required.

O A full clean should be done every week or at least two weeks.

ones and don’t over feed.

Environment O Tank space: two to four gerbils need a space that is at least 100cm long x 40cm wide x 40cm tall O Gerbils need the opportunity to burrow and dig O Giving them a mix of rough-grained woodchips and hay will provide structure to their burrows and give them something to gnaw too.

O Provide a rough service, such as a stone, where gerbils can wear down their claws.

O Clean out the gerbilarium every two to three weeks — more often if it gets dirty.

O Gerbils have a strong sense of smell so cleaning out their gerbilarium can be stressful — resuse a small amount of used (but not soiled) bedding to ensure there is a familiar scent.

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10/07/2023 15:35

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11/07/2023 12:16

Small companions

Hopportunity knocks: affordable enrichment for all budgets Claire Hamblion Marketing Director at Supreme Pet Foods hen it comes to the health and well-being of small pets, species-specific nutrition that respects the natural diet is key. However, providing appropriate environmental enrichment comes a close second, helping to keep small pets mentally stimulated and improving their overall well-being.

Enrichment can also help to foster strong bonds between pet owners and their four-legged companions, and this close relationship plays a vital role in ensuring the best possible care. In fact, there is evidence that owners who have strong bonds with their pets are more likely to seek veterinary attention both for preventative health care and when medically needed.

W

The good, better, best strategy

Treats are an excellent way to nurture the pet-owner bond, especially when hand fed, but with a wide offering in the small pet category, which treats should find a space on the shelves? Good, better, best is always a reliable strategy to help cater for differing customer demographics, and that is particularly true in the current financial climate when the rising cost of living and high inflation rates are having an impact on household finances.

Supreme has all budgets and tastes catered for without compromising on nutritional quality. The Tiny Friends Farm treat range offers the Great Value, great nutrition that owners have come to expect from the brand, and with packaging featuring the fun, engaging Tiny Friends Farm characters, it is always a winner in the treat aisle.

Remember though that price isn’t everything. Today’s pet parents are highly engaged and many consider their small pets as four-legged family members. So, while some owners will prioritise cost, others will seek premium brands such as Selective Naturals to ensure that they give their ‘fur babies’ the very best. High in fibre with no added sugar, Selective Naturals are also veterinary recommended.

Foraging for mental stimulation

As well as hand feeding, treats can also be used to encourage foraging and with household budgets stretched, you can establish trust with owners by offering them suggestions for low cost do-it-yourself enrichment.

Something as simple as hiding treats in a bundle of hay encourages natural foraging behaviour and often has the added benefit of boosting hay intake.

Cutting small holes in cardboard tubes or egg boxes and filling these with a mixture of hay and treats is another option, or even using clothes othes pegs to clip tasty herbs or other leafy greens eens to a miniature ‘washing line’. When n used, cardboard should be brown, unbleached, and made without dyes to keep small pets safe.

Offering these low-cost options that are readily available at home reinforces the idea that you have the owner’s best interests at heart, as well as their pet’s.

Of course, staying with the theme of good, better, best, homemade is not for everyone, so make sure that you have options for all owners and their pets, with a alls, product range that includes treat balls, snuffle mats, tunnels, and hides.

Warm weather enrichment

Enrichment can also play its part in combatting the heat and while warm weather may have been slow to put in an appearance this year, summer has at long last arrived.

Unlike humans, small pets cannot sweat and they are also unable to cool themselves by panting, making them more susceptible to heat stress. Wild rabbits will burrow underground to keep cool, but pets rarely have that option, which means that extra care has to be taken as temperatures rise.

Owners will need to ensure outdoor hutches and runs are shaded, and move pets indoors if necessary. Living quarters should be positioned to take full advantage of a cooling breeze and a fan for indoor pets is a worthwhile investment.

Leafy greens can be served straight from the fridge or even soaked in icy water first, helping to keep pets both cool and well hydrated.

And how about cooling mats? These are a popular summer accessory for dogs and cats, so remember to stock shelves with sizes that are suitable and safe for small pets too. For those looking for DIY options, freezer packs wrapped in a towel or a ceramic tile pre-chilled in the fridge are good alternatives.

Knowledge is key

In order to keep small pets happy and healthy, knowledge and owner education are essential. It is important that all retailers and store colleagues understand the needs of small pets, including being able to offer expert advice on enrichment and the best home set-up. Having excellent background knowledge enables confident communication with customers, increasing the likelihood that they will listen to and follow the advice given. Moreover, it

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establishes the retailer as an expert which encourages repeat store visits.

Supreme has a long history of providing support and training to retail partners, helping to keep them up-to-date with all things small pet, from meeting species-specific requirements, to which life stage or lifestyle products to stock.

In-store marketing

When it comes to ed education, in-store displays play a crucial role in initiating conversations with owners. T They can be used to provide the latest in information on small pet care, but also sserve as a platform for product reco recommendations. Furthermore, inc including enrichment activity it items alongside different treat o options helps to encourage ccross-selling.

It is also beneficial to include h hay in an enrichment display, aafter all, with small herbivores aany opportunity to encourage th the feeding of hay is a good one!

As with other aspects of pet care, own owners appreciate choice, and many like to offer a selection of hay to their pets too. Again, some customers are likely to be more ccost conscious than others, and retailers should offer a range of both essential and premium quality Timothy hay.

Cost concerns

Budgets and rising costs are not just a concern for customers, as the current financial challenges affect us all. Looking for monthly deals and marketing support from manufacturers is always worth bearing in mind. For example, Supreme has regular special offers for all their retail partners, as well as a comprehensive range of support materials available completely free of charge, including FSDUs and traditional POS, as well as free samples, loyalty cards, and highly successful Great Value and Food For Life digital advertising campaigns. These have raised the profile of Tiny Friends Farm and Science Selective on a global scale.

Catering to the needs of multi-pet households

And finally, it is worth remembering that it is not just about the small pets. Fifty percent of small pet owners also own cats and dogs, moreover the typical small pet household owns an average of five pets. Looking after these customers can pay dividends.

In particular, the in-store small pet product range often dictates where these multi-pet owners shop for their pet care requirements. Cat and dog products are widely stocked in many outlets, including discount stores and supermarkets. High competition for shelf space in these larger outlets and a wide variety of unique species-specific needs that need to be catered for means that the small pet category is largely the domain of specialist pet retailers.

By stocking best-selling, award-winning small pet brands, retailers can encourage repeat store visits and ensure shoppers rely on their store for all their pet care needs.

www.petproductmarketing.co.uk

10/07/2023 15:37

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FOOD FOR LIFE. 11/07/2023 11:38

Welcoming canine guests

How to welcome dogs into your shop

Q&A with a pet shop owner

Natural pet food company Forthglade share their top tips for welcoming four-legged friends into your store. the food toys so that any dogs with dietary sensitivities aren’t restricted in this space. An ‘Enrichment Zone’ can help redirect a dog’s attention, reduce anxiety, and provide mental stimulation during their visit. While entertained, pet owners can then hear all about the benefits of the products you are selling including ingredients, range options, and health benefits

One-Way System

Setting up your store so that dogs only enter each aisle from one end can help to avoid head-head meetings between unfamiliar dogs. Signage should not only direct visitors along the right route around the store, but also ask them to maintain a few metres distance if space permits (or it could be phrased as ‘2 Great Danes’) away from another dog at any given time. s many high street shops don’t allow dogs into them, pet shops have a unique offering giving pet parents a special shopping experience without having to leave their dog at home. They can weave a trip to the pet shop into a wonderful walk or visit to a dogfriendly café, allowing them to have a great time bonding with their dog. As experts in pet nutrition and nourishing the relationship between dogs and people, Devonian dog lovers Forthglade offer top tips on how best to welcome our four-legged friends in store…

Visiting a pet store can be a stimulating and exciting experience for even the most chilled-out of dogs. For friendly dogs, who just love being out in the world, pet shops are like an Aladdin’s Cave, filled with smells, toys, treats, and attentive staff just waiting to provide cuddles.

However, all this stimulation could mean even the most well-behaved pups forgetting their training; jumping up, pinching toys, releasing an anxious growl, or even an unplanned pee!

For those owners living with anxious dogs, they might consider a visit to a pet shop to be out of their dog’s comfort zone. Indoor spaces, narrow aisles, other dogs and people to navigate could be too much for these more sensitive pooches to deal with.

With some careful planning, pet stores can create a supportive and welcoming environment that helps all dogs — even those that are a little nervous about the world — feel comfortable and for local customers to look forward to their next visit.

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Supporting Your Canine Customers

As dog lovers, it’s tempting to say “hello” to all pets we meet. However, many dogs prefer slow introductions to new people. Staff should be taught the basics of canine body language so they can identify if a dog is happy to be greeted or not. They can also make a point of dropping treats to visiting dogs, rather than coming straight up to them to feed them. Having a pot of tasty treats at the till, such as Forthglade’s high protein new Meaty Nibbles, ready for staff to welcome new dogs in store, will help create a positive cue to the environment and staff.

Bookable Visits

By adding in an hour or two of the week where pet parents can book a 15 minute slot to visit your store, solo with their dog, you will be opening up the store to many more anxious dogs. While it may feel like it’s limiting footfall, and thus sales, for a short part of your week, it can be a unique offering that other pet shops may not have and allows you to gain some great word-of-mouth referrals and build relationships with new customers and their canine companions.

Connect with Local Pet Professionals

Having local dog trainers, behaviourists, or groomers coming to give talks at your store could prove a valuable addition to your offering. This will allow them to give advice on how your customers can best care for their dog, as well as highlighting the benefits of some of your top products! It’s also a chance for them to provide guidance to those owners with more excitable dogs as to how to best navigate the store with them.

Avoiding Pee Parties!

Unfortunately, once one dog has peed in a part of your store it’s quite likely other dogs will follow suit. You can help to avoid these pee parties taking place, by either adding in a grass zone outside your store, if this is possible or swiftly cleaning up all accidents immediately with an enzyme cleaner.

By implementing these tips pet stores can create a welcoming and supportive environment for anxious or over-excitable dogs, helping to create a more positive experience during visits. This will have a positive impact on a customer’s experience and their desire to return.

About Forthglade

Creating a Calm Environment

With all the stimulating sights and smells of pet shop products, stores can create a little more balance by implementing a few ways to avoid sensory overload.

It’s helpful to keep lighting soft, avoid the store getting too warm, and reduce echoing or loud noises whenever possible. Stores could consider playing white noise or soothing music to create a calm ambiance. A ‘quiet zone’ could be created and cordoned off for when a dog may require a little bit of peace to reduce their arousal.

Enrichment Zone

Setting up an enrichment area, with interactive food toys such as snuffle mats or puzzles, can be a great way to help anxious or more excitable dogs to feel more relaxed.

Sniffing is great for reducing arousal in dogs. A selection of treats can be made available for the owners to place into

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Forthglade have launched three new treats, all with natural ingredients and natural preservatives. Meaty Bites, Fishy Bites and Meaty Nibbles, are grain free, packed with natural goodness and air-dried to lock-in flavour. Meaty Bites are 75% chicken (with apple) and Fishy Bites include 75% salmon (with dill) — both are super indulgent best friend treats. The new irresistible Meaty Nibbles contain 75% chicken teamed with tasty liver, perfect for encouraging and rewarding best behaviour. Available as 70g bags, RRP £3.25. Also available in cases of four or 10.

Suitable for dogs aged 2 months+.

Owner: Solo Marsh Name of Store: Nelly & Nula, Ottery St Mary, Devon Length of time at store: Opened May 1st 2021 What made you open a pet shop?

I’d opened an online shop selling my pet portraits when I was furloughed from my previous job in March 2020. It went well so I expanded my product range and opened our current bricks and mortar shop, focused on great products for dogs.

What are your biggest challenges you face with customers bringing dogs in store?

Often a dog, especially if they’ve not been in before, can be completely over stimulated in the new surroundings or very anxious. It’s important for us to read the situation, check with the owner, and try to put that dog at ease — the owner then relaxes too. Sometimes with an anxious dog, just letting them sniff around freely will help, but having something tasty to offer will win over the rest!

What do you do to welcome four-legged friends?

We have treats on hand at all times. We’ve just introduced treat of the week to spotlight one type a week. This has encouraged our regulars to try and buy a range of different treats and flavours, which helps keep treat time interesting for dogs too. We always have water available, fresh daily. We regularly have dogs who know the store well now and drag in their owners, on what may have been an unplanned visit!

How do customers react to your dog-friendly offering?

Our customers love it, they’re as dog mad as us and love that the attention is all on their dog. We have Nelly & Nula (our two cockapoos) in the shop every day; some just come in to see them! But the relationship with the dogs helps build a meaningful connection with the owner too.

Is there anything else you are looking forward to implementing this year?

In the next few weeks, we will be offering free ‘try packs’ including a wet tray and information leaflets. Although the deals are an incentive for us shop owners, with the current competitive economy, passing on the deal or offering free taster packs are introducing new customers to our shop and also wider products from brands such as Forthglade, helping customers to consider new recipes or new ranges. Which long term is great for us!

What advice would you offer other store owners considering a dog friendly welcome?

Do it. Offering a dog friendly environment encourages more custom. I often have my dogs with me when I’m out and about but still want to be able to go into shops.

Have a mop at the ready, keeping your shop neat and clean will discourage any naughty peeing but best to be prepared, it happens.

What dog friendly must-have products would you recommend?

Small, pocket-sized easy grab bags of treats are what go the quickest and high value treats are good too.

Enrichment treats and toys are also a winner so keeping the toys stocked and the tasty wet food/toppers available in different flavours are a must. I like knowing that I am offering natural, nutritious high-quality recipes too — meals and treats that I feed my own dogs. www.petproductmarketing.co.uk

11/07/2023 13:11

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14/06/2023 08:05

Dog advice

It’s an EMERGENCY! Looking forward to a great break with your dog? While your holidays are most likely to be filled with terrific memories, it doesn’t hurt to be prepared — just in case things don’t go quite as planned!

Are you covered?

If you have pet insurance, check your policy to see what is included, as this can vary considerably between providers as well as according to your level of cover.

Is cover for accidents, illnesses, and injuries while on holiday included, and if you are travelling abroad, does it extend to that too? Some policies also offer holiday cancellation cover in the event of having to cancel your vacation due to your pet going missing or needing emergency medical treatment when you’re due to leave. It can sometimes be confusing, so if you aren’t sure, contact your provider to find out what you are entitled to.

Check through the details of your pet’s insurance policy to confirm what is covered.

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If you don’t have insurance, do consider it, as accidents and illness can strike at any time, not just on holidays! At the very minimum, ensure that your dog has third party liability, covering you should your dog injure another animal, a person, or damage their property.

In an emergency…

If your knowledge of human and canine first aid is limited, it’s well worth taking a course — knowing what action to take in an emergency can be a lifesaver, whether away on holiday or at home.

If you do need to call for emergency assistance, ring 999 — calls are free. When asked which service you require, state whether police, fire and rescue, ambulance, and/or other emergency service such as the coastguard or mountain rescue. If you aren’t sure, the operator can advise.

If you have minimal battery or signal, you can also text 999 — but you will only be able to use the free emergency SMS service if you’ve already registered. Don’t wait until you do have an emergency; it’s very simple to set up — just text ‘register’ to 999. Wait for the reply and follow the instructions you are sent. ● Some smartphones have an SOS app; check to see what features yours has, and know how to use it in an emergency. ● Knowing your exact location can help emergency services reach you more quickly. Just in case you find yourself in need of rescuing, but aren’t familiar with the area, download an app such as what3words to your smartphone that can pinpoint your exact position.

● Make sure all the ICE (In Case of Emergency) contacts on your phone are up to date; it’s also a good idea to have these written on a piece of paper and kept in a pocket.

Emergency whistle

Carry a whistle with you — not a silent dog whistle, but one you can hear — and the louder the better. As well as teaching your dog a really good emergency recall, it can also be used as a distress signal: give six long blasts, stop for one minute, then repeat. Continue this until someone reaches you; don’t stop blowing if you’ve heard a reply, as rescuers may be using the blasts to home in on you.

Veterinary help

As well as carrying a pocket first aid kit, keep a more comprehensive one in the car for emergencies, including insurance details and a print out of any relevant details of your dog’s medical history in case they are needed, including current medication. If you do require the services of a vet, the proprietor of your dog-friendly accommodation should be able to provide details of local practices; alternatively locate the nearest by going online to https:// findavet.rcvs.org.uk/home/ It’s best to do this before setting off on your holiday, so the phone number will be immediately to hand should you need it. Make sure you will have access to funds to cover payment of any emergency treatment that may be required, bearing in mind that if you need an out-of-hours

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appointment the average price in the UK is now around £200. You’ll also need to be able to pay up front for any treatment on top of that, even if it can be reimbursed later by your dog’s pet insurance.

TOP TIP! Of the 35 million 999 phone calls made in 2022, 74 per cent were made from a mobile phone — so make sure you keep yours charged up. If using a GPS and navigation app, be aware it can quickly drain the battery leaving you without the means to phone for help if needed. If planning on using it a lot to help you find your way around an area, buy a separate dedicated GPS device instead.

Out and about

Of course it’s better to avoid having an emergency if at all possible, so use the internet and maps to research and study places you are planning to visit, and whenever possible take local advice about any areas to avoid or where you should take particular care. Heed any warning signs you come across — they are there for a very good reason!

While some hazards such as crumbling cliffs and slippery paths may be obvious, others might be less immediately apparent. In unfamiliar territory, you may not know where roads and other dangers are; even a gentle dip in the ground can easily conceal the unexpected, such as a flock of grazing sheep or a herd of cows. Keep your dog on a lead unless you are absolutely sure it’s safe to let him loose; if you prefer, using a long line attached to a harness will give your dog a degree of freedom while still enabling you to keep control of him. ● If out exploring in an isolated area, be sure to allow enough time. Between April and September there will be around 12 hours of daylight to enjoy, but less if you set out late or inclement weather draws in.

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If yo your accommodation has a garden, check the boundary for any gaps your dog might squeeze through… …

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ID

It’s every owner’s nightmare; getting separated from your dog in an area he doesn’t know, where he may get completely lost and have no idea how to find his way back to you. Make sure microchip details are up to date — and also those on his collar’s ID tag, as this is the first thing anyone coming across him will check, and can lead to an even speedier return to you.

Close at hand

While you may be vigilant for your dog’s safety while out and about in a strange area you are both unfamiliar with, it’s worth remembering that some holiday hazards are closer at hand, and easily overlooked. If your accommodation has a garden, check the boundary for any gaps your dog might squeeze through, and make sure he can’t access any outside rubbish bins. Go all round the interior, making sure there is nothing that might be dangerous, such as access to cleaning chemicals or food, unfenced balconies, and any rubbish bins too.

Mechanical failure

If you’re driving to your holiday destination, make sure you’ve carried out all the usual car safety checks, topped up fluids, and if you have breakdown cover read through the policy to ensure it covers the vehicle you are taking.

Find out too what the policy is with regard to your dog; some companies state that if a roadside repair can’t be carried out and your vehicle needs to be taken to a garage, it is at the driver’s discretion as to whether dogs will be allowed to travel in the recovery vehicle. Others state categorically that pets must remain in the broken down vehicle, which may not be an option you’re happy about, so if necessary have some kind of back-up plan in mind, whether it’s hiring a car or returning home on the train with your dog, or stopping at a local hotel until your vehicle is fixed.

DID YOU KNOW? Many insurance providers have a veterinary helpline you can call if you aren’t sure whether your dog needs immediate attention, or if it is something non-urgent that you can manage yourself. Some even offer video calls, but check your policy to see if advice is available 24/7 or only at certain times.

DID YOU KNOW? Beach walks can be fun, but with their fair share of dangers for the unwary. Lifeguards attended 124 dog walking incidents in 2020, and there were 57 lifeboat launches to rescue dogs.

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10/07/2023 15:28

Cat advice

Introducing a cat to children

Children & animals!

Extending the family — whether with a feline or a little human — is always a lovely time. But preparation is key to ensuring everyone gets along.

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Things to consider

As with all things cat, when it comes to whether or not the feline in your life is going to get along with a baby or small child, nothing is guaranteed. If you do have small children and are considering getting a cat or kitten, my usual mantra of take your time and do your research applies. Granted, it’s not easy when you’ve got small children pleading with you, but to optimise your chances of having a healthy, happy, and lasting relationship between cat and children you must stand firm.

Here are some things to think about:

● Your children may try to sway your decision by promising to do the cat-related chores. The reality is that you will likely end up being the cat-slave and do you have the time to devote to feeding, litter tray cleaning, regularly playing with your furry addition, and generally making sure his welfare needs are met? Kittens in particular require lots of commitment. ● Cats and especially boisterous children don’t make for a match made in heaven. Such an environment can be stressful for even the most placid of cats, so if this is the case for you, it may be a good idea to wait until the children are a bit older before acquiring a cat. Some rescue centres are reluctant to rehome cats with children, while others will use a stringent matching process to minimise the chances of a cat being returned to them. This is in the long-term interests of all concerned. If you want a pedigree cat, do your research and choose a breed that has people-oriented characteristics.

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The ground rules

Once you have made the decision to get a cat, there may be a period of several weeks before being able to bring him home. This period provides a great opportunity for you and your children to learn about cats and their behaviour.

If you’re acquiring a kitten from a breeder, try to choose someone reasonably local and who will allow you to visit regularly. In this way, you can help ensure the kitten receives socialisation with children and your children will be able to get involved from the start of your kitten’s journey with you.

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few months ago, some family members came to stay, among them a two-year-old baby. To say I was worried about my senior cat Billy is an understatement. His only experience of children was when, as a young cat, a friend came to lunch bringing her three-year-old with her. Uncharacteristically, Billy decided to take up role of protector, constantly putting himself between me and the rambunctious toddler, yowling and hissing at the little one. Now, at 16 years old, I knew he wouldn’t have the same energy to protect himself, let alone me. I’ll let you know the outcome at the end of the article!

Older children can give your cats treats to help build the bond.

You can help create positive associations between cat and child.

This is also a good time for you to lay down some ground rules including agreeing who will be responsible for aspects of your cat’s care, although as mentioned above, these might not always be adhered to!

It’s important to pre-allocate a room where your cat can be placed on arrival. The room should contain his food, water, hiding places, high places, litter tray, and toys. Your cat is likely to be nervous for a period of time, so ensuring your children understand when it is and isn’t appropriate to interact with him is important, as is how to handle him, and these are principles that should be understood and applied throughout your cat’s life.

Children should learn that the most acceptable form of physical interaction is gentle stroking around his head.

Generally, cats aren’t fans of being picked up so this should be discouraged unless your cat turns out to be very tolerant.

If you have toddlers that are likely to squeal in excitement,

chase, or even pull the tail of a cat, installing a baby gate to allow your cat a peaceful toddler-free zone is a must. Children that are old enough should be taught When it come s the importance of keeping introducing ca to windows and doors closed ts a children, take nd to avoid the possibility of an each step graduall attempt at escape. y and go You can help create and at your cat’s pace. maintain positive associations between cat and child by encouraging children to regularly play with him using long handled toys that the cat can chase and jump up at. Allowing older children to feed treats to a new cat is also a good way of cementing the relationship!

Top Tip!

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10/07/2023 15:25

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You can help ensure the kitten receives socialisation with children...

Cats and children can be best of friends.

Baby arrival

Perhaps you might find yourself in a situation where you already have a cat when you decide to start a family.

This is a happy and exciting time for you, but it’s likely that your cat won’t share your joy. He will pick up on changes in the emotional dynamics of the house, such as when you’re feeling anxious or poorly, as well as any physical changes you make to the environment, such as creating and furnishing a nursery.

During the pregnancy, you can help make this transition easier for your cat by ensuring he is able to stick to his usual routines, including the times at which he is fed. However, there will be some changes that will need to be made, such as excluding him from any areas which will be designated as cat-free zones when baby arrives, especially the nursery.

If possible, choose a room that your cat doesn’t spend much time in and keep the door closed. If your new baby will initially be with you in your bedroom, start denying your cat access to this room.

Making these adjustments as early on in the pregnancy as possible will help to reduce the number of changes your cat will experience when you bring baby home. If he shows signs of distress at a closed door, use a pheromone spray on the door frame. If he is used to sleeping with you, give him an alternative sleeping place made warm and cosy with a low voltage heated pet pad.

If you and your cat share a close bond, it’s unlikely that you will be able to give him the same amount of attention after the baby arrives. To minimise the effect of this, start gradually withdrawing from him as soon as your pregnancy is confirmed. I’m not suggesting you withdraw completely, but reduce the time you spend with your cat to a level that you think can be maintained when your baby arrives.

Giving him alternative sources of stimulation, such as allowing him increased access outdoors (via a cat flap) and providing him with plenty of high places (these are also useful for when baby starts to crawl), scratching posts, and even motion-sensor toys will all help him adjust to spending less time with you.

Babies require lots of baby furniture and accessories as part of their care. To avoid your cat being flooded with new and different-smelling objects, it’s a good idea to put them away and introduce them to him gradually. You can also use a pheromone spray to reduce their impact.

A cat’s hearing is very sensitive and when a cat isn’t used to the cry of a baby, this can be stressful. Playing baby Ensure your cat has space where he can escape and hideaway.

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noises to your cat well before your new bundle arrives will help habituate him to the sounds. Start by playing them at low volume for moments only at a time and gradually build up the volume and length of exposure.

Likewise, your cat may have never encountered a baby, so if you have any family or friends with babies, invite them over so that your cat can acclimatise to their presence. Use treats and play with your cat as a way of creating a positive experience when babies and children are around and avoid forcing any exposure on your cat.

Create hiding places for your cat for when it all gets too much. These could be sleeping bags under a bed, a blanket in the bottom of a wardrobe, or a cardboard box with a cushion inside. Hiding is a positive coping strategy, so it’s important to leave your cat undisturbed at these times.

When your baby arrives, and you find you’re not able to stick to the cat routines you created during pregnancy, your partner may be able to step in. You could also try asking a friend or family member who you know loves your cat to come and play with him.

Introduce baby and cat at a quiet time and in a room which isn’t one where he eats, sleeps, or spends much time.

If your cat is curious and wants to sniff the baby, allow him to do this. If he isn’t curious or doesn’t want to be near baby, that’s fine too. Don’t force any interactions but allow him to adjust in his own time. Any calm behaviour in the baby’s presence can be rewarded with treats.

If your cat is kept exclusively indoors, he will be more sensitive to changes in his environment and the impact on him will therefore be greater.

Cats aren’t great with change, but successful introductions between cats and children can be achieved through careful preparation and by making changes gradually.

As for what happened between Billy and baby Ben when he came to visit, I needn’t have worried. Ben was incredibly and intuitively gentle with Billy, enjoying spending time with him and showing him the animal pictures in his baby books. Billy in return was indifferent, but that’s cats for you.

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10/07/2023 15:26

Breaktime read

Prepare for the worst…

If Steven Symonds hadn’t thought to take some pet first aid equipment on a walk, his special spaniel might not be here today.

Joanne Bednall reports.

n three-and-a-half years of training more than 2,000 dogs, Steven Symonds says none have been more clever or better behaved than his own spaniel, Martha.

In fact, the English Springer is the reason why the 51-year-old biology graduate and dog trainer switched his focus from fish to canine behaviour.

“I’d seen lots of people having massive problems with their dogs,” explained Steven, from Corfe Mullen, Dorset.

“When they saw how well trained Martha was, several suggested I should become a dog trainer. Founding Activdogs was a big life change but I now travel all over the south of England, training dogs on a one-to-one basis — 80 per cent of my work comes from veterinary referrals.”

Steven says Martha is very precious to him and is a fundamental part of his family. “She’s a typical spaniel — bonkers — but is the kindest, sweetest dog, and doesn’t have a bad bone in her body.”

So, on paper, you wouldn’t expect such a highly regarded trainer and well-behaved dog to run into trouble on a walk.

But that’s exactly what happened one chilly morning late last autumn.

Steven was walking a familiar route with Martha, a client and her Italian Spinone, on Canford Heath, an area of heath land in Poole, at the end of November.

The nine-year-old spaniel had ventured into some bushes a short way off the main path when Steven heard her yelp.

“She never usually makes a sound, so I knew instantly something was very wrong,” recalled Steven, who ran straight over to his dog and was shocked to see blood running down her leg. On closer inspection, a fist-sized hole on the right-hand side of Martha’s chest, under her armpit, was bleeding heavily.

Emptying their pockets, Steven and his companion found they had some vital pet first aid items between them.

Carefully, they covered the wound with a non-adhesive dressing to stem the bleeding, before using an elasticated bandage to hold it in place. Then Steven wrapped his fleece top around Martha to keep pressure on the wound.

“It was an horrific injury — it’s lucky I’m not squeamish,” continued Steven, who thinks Martha may have impaled herself on a sharp branch.

Gently, he scooped the spaniel up in his arms and started walking the mile-and-a-half back to the car park over challenging terrain.

“I couldn’t carry Martha across my shoulders because

I

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enrichment activities and toys. of where her injury was situated, so I had to hold her the While the vet team was pleased with how quickly Martha normal way,” he explained. “Although she weighs 17.3kg recovered, it could have been a very different story had and isn’t heavy, it was still exhausting.”

Steven not been in the habit of taking pet first aid essentials Steven was relieved when a passer-by offered to carry her with him on walks. for part of the way.

“I think the vets were impressed with “I was fit to drop by that point,” said how I’d managed to wrap the wound up,” he Steven, who admitted that panic had set in continued. and he feared Martha might have suffered With the PDSA recently revealing that 80 serious internal injuries. per cent of owners don’t even have a pet first “She had gone very quiet and limp and I aid kit, Steven said carrying just the basics was worried she would die on route — I was on a walk could save your dog’s life in an in a right pickle, but my friend was a great emergency. support.”

“What happened to Martha was a freak Once back at the car, it took Steven just accident,” he said. “But these things do 10 minutes to drive to his local practice, happen and I’m really glad that we had some Hillside Veterinary Centre, in Corfe Mullen. pet first aid items with us — and I’d urge There, vet Chris Etchells immediately everyone else to do the same. came to Martha’s aid, anaesthetising her so Martha’s wound was flushed out and stitched up “If you’re already using a bag to carry he could fully assess the gaping 7cm injury. your poo bags, pop a couple of first aid items After satisfying himself that the spaniel’s in there too, or use a zip-up freezer bag ribs weren’t damaged and had protected instead.

Martha’s vital organs, Chris flushed out the “You could carry it your whole life and wound to remove any debris before stitching never need it — but it might help someone her torn muscle together and sealing her else’s dog one day.” ripped skin with sutures.

Steven and Chris recommend owners “I was an emotional, sweaty, muddy, equip themselves with non-adhesive wound and teary mess when we arrived but Chris dressings, a self-adhesive bandage, surgical was so lovely and reassuring,” said Steven, tape, cotton wool, saline pods for cleaning whose only pet first aid training was wounds, tweezers, and blunt-ended scissors. attending a very simplistic course many But probably Steven’s main piece of years ago. advice is to keep a blanket or large towel in “It was the one moment in my life that I No exercise while her wound healed was the car in case you need to use a make-shift needed someone else to take charge. hard for Martha. Steven kept her occupied stretcher.

“Chris and the team at Hillside were with enrichment activities and toys.

“Carrying Martha across the heath pushed amazing — and I don’t say that lightly. I me to my physical limit, and it would have knew Martha was in the best possible hands been impossible if she’d been a larger breed,” added Steven, and I am so grateful for the excellent care they gave her.” who now takes much more than just the basic pet first aid The spaniel was discharged a few hours later and spent items. a quiet evening at home with Steven by her side, before “Despite what happened, I try to make sure I don’t wrap returning to her usual lively self the next day.

Martha up in cotton wool on walks — she would hate being “Two weeks without exercise while her wound healed kept on the lead all the time, simply because I was being was worse for Martha than the accident itself,” added over-protective.”

Steven, who kept the canine patient occupied with lots of

Martha with owner Steven, left, and vet Chris.

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10/07/2023 15:04

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For more information contact your Hagen Sales Manager or call 01977 556622

LITTER BOX AND DUAL ODOUR REDUCING PADS

Help to reduce litter box odours With Catit $LUVLIW ȴOWHU system

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Our popular lickable cat treats now available as multipacks AVAILABLE AUGUST

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1. Powerful Catit Magic Blue ammonia Buster 2. $FWLYDWHG FDUERQ WR H΍HFWLYHO\ ORFN LQ XQSOHDVDQW VPHOOV

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FOR ALL LIFE STAGES

11/07/2023 11:52