PPM August 2024

Fo r i n d e p e n d e n t p e t r e t a i l e r s

August 2024

Pet Product Marketing w w w. p e t p r o d u c t m a r k e t i n g . c o. u k

Small animal special!

Maximise your small furries market Four

pages of new products

In focus: Dental health

EXPERTS IN PETCARE. supremepetfoods.com LET’S GET CONNECTED @supremepetfoods

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16/07/2024 13:44

Enriching Spaces for Pets Engaging Spaces for Customers

Get inspired

Want to know more?

Visit our Case Studies

www.cascopet.com www cascopet com cas CASCO.indd 2

Download our Brochures.

Call us: 08450 60 99 60 17/07/2024 08:52

WELCOME

s a rabbit owner myself, it is particularly nice to have a small animal special in this issue. Our rabbits are definitely not starter pets and were not bought for our children. We really love having them! We’ve tried to give them good quality nutrition, enrichment, and a fulfilling life. So, I can vouch for a shift in attitude towards small animal companions where owners want to provide a higher level of care and make them truly part of the family.

For shop owners, small companions can be a really lucrative market and an area where shoppers

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can really turn to you for trusted advice. That’s exactly what we delve into in this issue — how can you be a go to retailer for small animal owners and buyers, and make them a core part of your market.

We’ve also got some very exciting news for you. We want Pet Product Marketing to be a resource for retailers, and those in the trade, that you can rely on to help you make good business decisions. If you turn to page 49, you will find something to help you do just that…

Our email: editorial@petproductmarketing.co.uk 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

Mike Mike Hallam - Editor, PPM.

Nigel Fish, design and production manager Stephen Tanner, key account manager (advertising Pet Product Marketing)

Contents 4 News The latest from the pet trade.

12 New products The products that are hitting the market.

15 Brand in profile We look at FishScience and how it lands with customers.

20 Small animal special!

21 Pet welfare: leading the way in small pet sales 24 Small pet essentials: what to stock for small furries 26 Understanding small pet behaviour Dental health in focus 32 Why dental health is so important 36 The power of dental chews 40 Animal wellbeing What does best practice look like in pet shops?

Follow us on social media!

Follow us on Facebook!

Andrea Walters, key account manager (advertising Your Dog/Your Cat)

42 Business feature How can businesses retain their 50-plus workforce?

44 NOBULL interview The leading marketing agency meet the guinea pig guy!

46 Staying flea free and worm aware A guide to parasiticides for retailers 50 Fishkeeping knowledge The basics of aquarium plant nutrition 54 Cat advice The importance of sleep to our feline friends 57 Cat care question “My cat doesn’t always come home” 58 Dog nutrition series Amino acids explained 60 Dog care questions We tackle two canine issues 62 PPM Puzzles It’s time for a fun, mental workout!

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Sign up to our free weekly newsletter!

Printed by Warners Midlands plc James Buzzel, publisher 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.

See videos of the latest products and trade news

www.petproductmarketing.co.uk

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17/07/2024 08:47

NEWS

PPM News August 2024

Group55 Celebrates 25th Anniversary

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This year marks the 25th anniversary of Group55, a leading private label pet care manufacturer and home of muchloved pet care brand Animology.

Group55 was founded by Stephen Turner in 1999 with just £700, and the business began life as an ecommerce business at the start of the popularity of the internet. In 2010, Group55 launched their first pet care brand, Animology.

As Animology grew in success, pet retailers and other pet brands approached Group55 to manage their own pet care ranges and Group55 started creating private label pet care products. After a number of years working with contract manufacturers, Stephen and the team were unable to find the service level they required so set up their own manufacturing facility in 2017.

Today, Animology continues to go from strength to strength

Petbuddy Group Acquires Thrive Pet Foods Petbuddy Group (PBG), a leading consortium of superpremium pet food brands, has proudly announced its latest strategic acquisition: Thrive Pet Foods.

both in the UK and in over 50 countries internationally and Group55 manufactures some of the leading private label pet care brands around the world.

Stephen reflects: “I’d like to extend my thanks to the many people and retailers in the industry that have been part of our journey so far. We have always put the wellbeing of pets at the forefront of what we do. The next 25 years will, no doubt, see much more growth as Group55 continues to evolve to the demands of the market and I’m excited to see where we are when we celebrate our 50th anniversary milestone.”

Founded in 2018 with its flagship brand Buddy Pet Foods, PBG has rapidly grown to become a major player in the pet food industry, now boasting a portfolio of eight premium brands. At the core of PBG’s philosophy is a commitment to providing highquality, natural pet food products.

Thrive Pet Foods, with a market presence spanning over 20 years, is popular with European customers for its quality, consistency, transparency, and brand values. Thrive has built a loyal customer base who trust the brand’s commitment to high standards. The brand brings a robust portfolio of wet cat and dog food to PBG. Alexander Retzlik, CEO of PBG, highlighted the acquisition as a pivotal step in building a group of forward-thinking pet food brands: “Thrive’s innovative product range and market leadership in freeze-dried products complement our vision perfectly. We are committed to making significant investments in the Thrive brand to elevate it to a global leader.”

These investments will focus on expanding product lines and enhancing distribution channels. With its strong foothold in the Nordics and the UK, PBG plans to use its established distribution networks to introduce Thrive products to new markets. As a combined group, PBG exports to over 50 countries, significantly broadening the market reach for Thrive’s products. Paul Finger, the former owner of Thrive, will continue to work closely with PBG to drive the brand’s global expansion efforts.

For more information about Petbuddy Group, visit www. petbuddygroup.com. For more information about Thrive Pet Foods, visit www.thrivepetfoods.com

www.petproductmarketing.co.uk

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12/07/2024 10:17

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NEWS

Su-Bridge brand hits the road!

Su-Bridge has just unveiled an exciting new addition to its transport fleet, and this one truly stands out! In a groundbreaking move, SuBridge has dedicated a lorry exclusively to its premium brand Lovejoys.

This marks the first time in the company’s history that an exclusive brand has been honoured with its own vehicle, marking a significant milestone for both Su-Bridge and Lovejoys.

The state-of-the-art lorry, emblazoned with distinctive Lovejoys branding, is set to become a familiar sight on the roads. This dedicated lorry is more than just a means of transport; it serves as a mobile ambassador for Lovejoys, bringing the brand closer to its customers.

Keep an eye out for this special addition as it starts its journey across the country! Whether you’re a long-time fan of Lovejoys or new to the brand, this new lorry signals exciting things to come.

To find out about the wholesaler and their Lovejoys brand, visit www.su-bridge.co.uk

Pet Industry Federation 6 Awards open for entries Entries are now open for the Pet Industry Federation Awards 2024.

The Pet Industry Federation (PIF) Awards, sponsored by leading pet wholesaler Su-Bridge Pet Supplies, showcase excellence across 22 different categories, with new categories launched this year, including Pet Tech of the Year and Garden Centre Pet Department of the Year, as well as the existence of the firm favourites across a range of activities in the pet sector.

The PIF Awards have grown year on year and judges are expecting a higher than ever standard this year. Entries will remain open until Monday 2 September. Winners of the Pet Industry Federation Awards 2024 will be revealed at an awards evening at the Double Tree by Hilton Hotel, Stoke on Trent on Thursday 7 November.

Nigel Baker, CEO of the Pet Industry Federation, commented: “We are delighted to be hosting the PIF Awards again this year and are looking forward to receiving the applications over the coming weeks. We have secured some excellent partners for this year’s awards, including SuBridge Pet Supplies, the Big Biscuit Company, Cliverton, Collar App, Impact Exhibtions, Associated Veterinary Services, Garden Centre Expo, Naturo, Tuft and Anthesis, who will help ensure we can put together an event which is testament to the quality we expect from our entries this year.”

There are still some sponsorship opportunities available. 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

Have you looked at local business awards in your area?

Nominating your pet shop could be brilliant for promotion and recognition.

Independent pet shop triumphs in prestigious business awards Pickles Pet Pantry has achieved significant recognition at the prestigious SME Buckinghamshire & Milton Keynes Business Awards. The locally loved pet supply store, which featured in an interview in the March issue of Pet Product Marketing, triumphed with the gold award in both the New Business and Retailer of the Year categories.

The SME Buckinghamshire & Milton Keynes Business Awards, comprising 22 competitive categories, celebrate the excellence and achievements of businesses across the area. Judged by panels of up to four esteemed judges per category, the awards recognise exceptional growth, innovation, and community impact.

Katie Parker, owner of Pickles Pet Pantry, expressed her elation and gratitude following the double victory: “We are absolutely thrilled and honoured to receive these awards. Winning gold for both New Business and Retailer of the Year is a testament to the dedication and hard work of our entire team. We strive to provide the best products and services to our customers and their beloved pets. This recognition motivates us to continue our mission of enhancing the lives of pets and their owners in our community.”

Since its inception, Pickles Pet Pantry has quickly become a trusted destination for pet owners in Olney and beyond. The store offers a comprehensive range of high-quality pet products, including food, accessories, toys, and healthcare essentials, all carefully curated to meet the needs of various pets.

The double accolade at the SME Buckinghamshire & Milton Keynes Business Awards marks a significant milestone for Pickles Pet Pantry, reinforcing its reputation as a leading independent pet retailer and a thriving new business in the region.

www.petproductmarketing.co.uk

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12/07/2024 10:26

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17/07/2024 09:02

NEWS

New website launch for Mr Johnson’s

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Mr Johnson’s, the small animal feed specialist, has unveiled its exciting new website — mrjohnsons.co.uk — providing a bright, attractive product showcase for the brand’s stockists and their customers.

Part of Henry Bell & Co, a family business that has been manufacturing feeds in the UK for 200 years, Mr Johnson’s offers an extensive range for rabbits, guinea pigs, hamsters, gerbils, rats, mice, chinchillas degus, and ferrets. It also makes feeds for poultry and wildlife, including squirrels and hedgehogs.

Each feed range is featured on the website, with separate pages for each type of animal. There is a handy, fact-filled section with advice on different aspects of pet care and behaviour, as well as a link to Henry Bell’s Dog Gone Fishin’ – a brand offering delicious, grain-free, expertly sourced fish treats for dogs.

The pages, each designed in a colour that mirrors Mr Johnson’s feed packaging, can be accessed from an easy-to-navigate menu bar for an intuitive user experience. Customers and consumers can check out the brand’s full range and a handy search facility locates the user’s nearest Mr Johnson’s stockist.

“We are delighted that the new website has gone live,” said Mr Johnson’s Sales Manager, Alan Gittins. “The brand has been around for many years and our feeds and treats reflect the wealth of experience we have in producing nutritionally balanced diets for small animal health and vitality. We have continued to remain ahead of new product developments and trends in this vibrant sector, and felt it was incredibly important that our website did too.”

Companion Consultancy appoints new account manager dedicated to the pet and equine trade Specialist marketing and PR agency Companion Consultancy has appointed a new account manager who will be dedicated to the pet and equine trade.

Francesca La Rosa has 14 years of experience operating in the independent pet sector, working in collaboration with supply partners and specialist retailers. She has been instrumental in launching new products to the UK market. Additionally, she has supported established brands with bespoke sales and marketing campaigns to drive brand awareness and deliver success.

Fran said: “I am excited to take on the new role of account manager for pet and equine at Companion Consultancy. I’ve known the agency and its strong reputation across pet and vet for some time, so it’s been great to become part of all that it has to offer. Companion can do everything from social media, copywriting, design, video, podcasts, website SEO, and animation, as well as sales force product training and customer service support.”

Since 2002, Companion Consultancy has been helping animal health, veterinary, and pet trade companies with their veterinary PR and communications. Director Susan McKay, commented: “I am delighted that Fran has joined our team. We have a lot of experience in the pet trade sector, with many long-standing

clients and it’s an area we are keen to expand. An understanding of pets goes with the territory – as we have three vets working in the agency – and we also have an appreciation for the challenges around gaining retail distribution and consumer engagement.

Fran’s insight into the pet trade complements all of that and also offers additional perspectives around retail channels and environments for the benefits of our clients.”

Fran can be contacted by emailing francesca@ companionconsultancy.com or calling 07354 847815 For further information visit www.companionconsultancy.com

www.petproductmarketing.co.uk

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NEWS

Burns Pet Nutrition launch TV and Outdoor Campaign

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Burns Pet Nutrition has launched a national outdoor, TV and digital advertising campaign.

The campaign will lead with the Burns tagline: ‘Love your pet the Burns Way’ and will appear on digital six sheets and digital 48 sheets in key locations across the UK targeting postcodes within a 2km radius of Burns Gold Stockists.

Located in city centres across the UK, the out-of-home campaign will include two creatives – one for the dog food range and one for the cat food range. The TV campaign will run across Sky and ITVX and target those within a 10-mile radius of Burns Gold Stockists.

The initiative is being launched to help educate new dog and cat owners about the central role nutrition plays in the overall health of pets, as well as to drive footfall into Burns stockists.

Burns Pet Nutrition Marketing Manager, Kate Johnston, said: “We’re delighted to see the positive impact of being part of the Assisi family with continued support for our campaigns and ultimately helping us reach more pet owners.”

“Pet stores have been the backbone of the Burns business for over 30 years. They play a crucial role in supporting the health and wellbeing of cats and dogs. We want this campaign to help drive people into their local pet shops and all good pet stores.”

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

Pedigree Wholesale Mourns the Passing of Co-Founder Derek Slater Pedigree Wholesale has announced the passing of their esteemed co-founder Derek Slater.

Derek, alongside his wife Carol, were one of the original cofounders of Pedigree Wholesale, alongside Terry Brown and his wife, Wendy. The four of them worked tirelessly together to found Pedigree Wholesale in 1972 and built the foundations of the business people know today.

A statement from Pedigree Wholesale said: “During this difficult time, the Pedigree Wholesale family extends its deepest sympathies to Derek’s family and friends. While we mourn his loss, we also celebrate his life and remember the influence his collective vision has had not just on Pedigree Wholesale, but on the entire pet sector. We are grateful for his leadership, his wisdom, and the lasting legacy he leaves behind.

“Under Derek and Terry’s guidance, Pedigree Wholesale has grown significantly over the years, and Derek’s legacy will be forever embedded in the company’s values. He instilled a sense of pride and commitment in everything we do, encouraging us to be courageous in our work, focused on our goals, and accountable for our actions.

Derek stepped down as joint Managing Director in 1997, after 25 years of dedicated service, but his vision continued to guide the company.”

www.petproductmarketing.co.uk

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12/07/2024 10:28

Cotswold Raw prepare for £1million relocation Premium pet food manufacturer Cotswold RAW plans to relocate this summer following a £1million investment in new premises. The move is part of a substantial growth programme to meet increased demand for the popular highquality raw meals, treats, and supplements for cats and dogs.

The new modern 30,000 sq ft premises, based in Bourton-onthe-Water, are just 15 miles from the original factory, supporting the company’s ambition to remain in the Cotswolds heartlands.

Currently making over two million meals per annum, the new facility will see production capacity double.

Mark Lewis, Managing Director at Cotswold RAW, said of the move: “Production capacity has been limited at the current North Cotswold site and it’s taken a two-year search to find the right location which aligns with our business needs. We were determined to stay true to our Cotswold roots and keep our manufacturing in the countryside. It was also very important to retain our 30-strong loyal team, many of whom have been with us since the very start of our Raw journey.”

“The move will be transformative for the business, from the increased production capacity to improved team efficiency with all being together at one central location. Introducing a new digital adoption will also aid our growth with software, bringing teams, data and technology together to automate our processes.

Capacity freezers and a separate unit for dispatch will also prove game changers for us.”

Established in 2015 by co-founders Mark Lewis and Chris Brierley, Cotswold RAW uses high-quality, human-grade meats and local ingredients to produce a wide range of meals for dogs and cats. Ranges include complete recipes, complementary single-

Red Gorilla to make debut at PATS For over 40 years, Red Gorilla® have been innovating to produce a complete range of products available to the equestrian, agricultural and pet industries. Known for the

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protein meals, recipes with game and an extensive range of treats with over 70 lines. There is also a range of supplements available.

Cotswold RAW currently supplies over 500 UK retailers and delivers directly to 2,500 homes each month.

“The independents continue to play a key role in educating pet owners on good nutrition, health benefits of quality ingredients and feeding guidance. Coverage across the independents remains hugely important to us,” explains Mark.

To find out more about the brand, visit cotswoldraw.com or contact the trade team at retail@cotswoldraw.com

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high quality, bright colours, and exceptional functionality of their products, they have made their name with products like the Gorilla Tub®, the world’s first flexible, two handled tub, as well as the Gorilla Broom®, a multifaceted sweeping tool, and, more recently, with Gorilla Plas®, a revolutionary new material they’ve developed to manufacture a more heavy duty and hard wearing range of feeders and buckets than have ever come before.

Now, the brand will be appearing at PATS 2024 for the very first time and unveiling their latest innovation. The Gorilla Bins™ range includes three sizes and five colours of sturdy, high grade bins, all equipped with clips and lids, for securely storing all sorts of things, from hay and bedding to animal feeds, to just about anything else you can think of! They’ve also added their own unique touches like ‘golf ball’ grips on the lids, for easy opening, and ribbing along the side edges for added strength without unnecessary added weight – because the contents can be heavy enough alone, without the bin itself adding to the fatigue of shifting and carrying.

These new bins sit perfectly within a range of over 100 different products, all produced in the UK or EU, to the highest of standards, colour matched for consumer buy in, and branded with the Red Gorilla logo, to assure your customers they’re buying the real thing. All this amounts to the true value behind the name, both for your customers and your business.

To hear more from Red Gorilla®, stop by stand P48 at PATS 2024 or visit www.redgorilla.red

12/07/2024 10:29

NEW PRODUCTS

Kennelpak to launch best-selling Tall Tails and Original Territory brands in the UK

This latest announcement follows hot on the heels of Kennelpak’s agreement with Primal Pet Group to distribute leading US brands Himalayan Pet Supply and Yellow Yak.

Kennelpak, the pet specialist wholesaler, brand owner and distributor, has announced a distributor agreement with leading US-based premium pet products manufacturer 3TBrands to supply two of its best-selling, ultra safety-focused brands for the UK’s thriving dog toy and accessory category. The new partnership will see Kennelpak introduce Tall Tails and Original Territory safety focused, pet products including balls, plush and occupier toys, as well as a range of beds.

Delivering “A Toy for Every Tail™” and “Bedding for all Dreamers™”, the new product line-up includes the award-winning Tall Tails’ ‘Gold Standard’ Yeti Plush Dog Toy, comforting Cuddle bed, Animated and Sport Dog collections and Original Territory’s squeak, fetch, tug and award-winning 2-in-1 toys.

Family-owned 3TBrands’ extensive experience in manufacturing baby products to stringent safety standards is extended to pet families. 3TBrands ensures the durability of its products through its choice of materials, designs and manufacturing techniques. For example, they use a layer of double-reinforced mesh on the inside of all plush toys and natural rubber rather than synthetic for its crosslink molecular structure that is harder to penetrate. All of 3TBrands’ products are then rigorously tested at globally accredited independent laboratories, and are put through their paces with a vast network of dog testers.

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To find out more, visit Kennelpak.co.uk or for trade enquiries, visit www.kennelpak.co.uk/contact-us/

New Products Tales & Treats: dog inspired candles Tales & Treats is excited to announce the launch of its brand-new line of dog-inspired candles. Designed to celebrate the UK’s most loved dog breeds, these candles are set to become a delightful and popular addition to every pet lover’s home.

Key Features of Tales & Treats Candles: ● Characterful Artwork: Each unique design is fun, vibrant and full of character, capturing the essence of our furry friends. ● Hand Paw-d in the UK: Every candle is lovingly hand-poured in the UK, ensuring a personal touch and superior quality. ● Natural and Sustainable: the fragrances and waxes consist of plant-based ingredients sustainably grown and sourced, as well

as being vegan, cruelty-free and PETA approved, reflecting their commitment to ethical and sustainable practices. ● Commercial Appeal: Expected to be very popular, these candles are the perfect treat for animal lovers, with an attractive RRP. ● Collectable: Each candle comes with its own unique design and tale, making them a perfect collectible item. New designs are already in the works, offering even more delightful options for pet lovers to enjoy and collect.

“We are passionate about creating products that bring fun and warmth to homes while also being kind to the environment and animals,” said Sue Ballard, Founder of Tales & Treats. “Their commercial appeal makes them a perfect collectable gift.”

For more information about Tales & Treats, visit www.talesandtreats.co.uk or for trade enquiries, email sales@talesandtreats.co.uk or visit www.talesandtreats.co.uk/pages/contact www.petproductmarketing.co.uk

p12_14_16_17_PPM_Aug.indd 12

12/07/2024 11:37

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Naturally nutritious and delicious, these new treats contain no artificial colours or flavours, no added salt and are higher in meat content.

Natures Deli is a Specialist Pet Retailer exclusive. Explore the complete range of tasty Dry Dog Food, Wet Trays and Treats that Natures Deli has to offer on petproducts.co.uk or by contacting your local Business Development Manager.

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17/07/2024 09:06

NEW PRODUCTS

Range Extension to Doodle’s Deli Pre-Packed lines Doodle’s Deli has expanded its pre-packed range with three new treats. The new lines are Veal Ribs, Smoked Venison Shank Skin, and Venison Tendons. These treats are air-dried to lock in flavour and are high in protein while boasting a variety of health benefits for dogs, such as supporting dental hygiene.

Naturally long-lasting, the treats are free from artificial ingredients, making them the perfect dental chew. They may help dogs across various problem areas, such as supporting the removal of plaque and tartar build-up, promoting healthy joints, and helping strengthen jaw muscles while being naturally low in fat. Many products contain naturally occurring vitamins, minerals, amino acids, and fatty acids, which are great healthy add-ons during treat time.

The pre-packed range was initially developed specifically for customers who prefer to avoid buying loose natural treats: the pouches are resealable to allow for multiple uses and for consumers to store at home without unpleasant odours. Retailers can offer the range alongside the loose portfolio in-store, or for those who do not range loose treats, this is a suitable alternative to range in a treats aisle.

Doodle’s Deli is the specialist pet exclusive destination for 100% natural, easily digestible treats, and it is available exclusively to the specialist pet trade through Pedigree Wholesale. The range now features over 150 lines in various proteins and formats and offers free in-store support and display solutions so you can sell the range with

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New Sheba Kitten Range Mars Petcare is expanding its portfolio of meals with the launch of its new Sheba Kitten range.

Recognising the opportunity to futureproof the petcare category by recruiting owners into the brand from day one of cat ownership, Sheba is providing an accessible yet premium proposition for

a strong first impression and impactful merchandising.

Offering above average retailer margins, the new pre-packed venison and veal lines weigh between 50g and 120g and retail between £5.99 and £9.99. Sold in cases of 8, the brand-new Doodle’s Deli pre-packed range is available now.

To find out more and shop the full range, visit www.petproducts.co.uk/doodles-deli

retailers to tap into this opportunity with. The range will be available in two SKUs – Mixed Selection and Chicken & Salmon.

The NPD also forms part of Sheba’s wider brand refresh, aimed at maintaining consumer engagement, while encouraging shoppers to trade up to more premium options that cater to various taste and nutritional needs. The refresh is set to support in increasing demand for the Sheba brand, helping to also onboard the next generation of pet parents.

Kittens make up 14% of the cat population and with 1 in 3 owners not changing the food they feed their pet since getting them, it presents a significant opportunity to drive lifelong value through premiumisation of the Cat Wet segment. The Sheba Kitten range has been carefully designed for kittens with grain free bite sizes, natural ingredients, vitamins, minerals and natural chunk and gravy colours.

Both SKUs will be available in multipacks of 12 x 85g with an RRP of £6.87, as well as a multipack of 40 x 85g with an RRP of £18.47. Sheba is available from wholesalers.

To find out more, visit www.uk.sheba.com/created-for-kittens or for trade enquiries, contact wholesalers.

www.petproductmarketing.co.uk

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12/07/2024 11:37

BEST OF BRANDS

Brand profile: FishScience What it stands for: 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.

Available through Peregrine Livefoods, retailers looking to dip their toe into the world of aquatics or please an enormous clientele of aquarist customers can benefit enormously from stocking this critically acclaimed line of premium fish foods.

Why it stands out: 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 subpar nutrition and encourages unsustainable fishing practices.

The insects that are used in FishScience are the protein-rich superfood Hermetia illucens, the larvae of the black soldier fly. These grubs, referred to in the reptile industry as calci-worms due to their high calcium, protein, and nutrient content are already consumed across the world by people and their pets. Calci-worms, weightfor-weight are arguably the most nutritious insects available on the market.

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.

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

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 also grouped into flakes, pellets, and tablets and come in a variety of sizes from “micro” for fry and tetra to “wafers” which are large items with added oak wood, ideal for Corydoras.

Species-specific lines are also 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 sticks (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.

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Working with retailers: 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. Their 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.

www.petproductmarketing.co.uk

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17/07/2024 10:08

NEW PRODUCTS

DotDotPet Gummies for cats and dogs Eco conscious wellness and lifestyle brand DotDotPet has gone from strength to strength since its launch at PATS Telford last year. As well as pushing the brand across Europe, DotDotPet has now launched the new Multifit Gummies treat range for cats and dogs.

Multifit Gummies are functional treats that naturally boost your pet’s immune system and fight inflammation. They contain NutraPlasm, a whole-body health formulation with scientifically proven benefits for joints, muscles, skin and coat, gut, and brain health, as well as relieving anxiety.

Multifit Gummies Dog and Cat Treats are packed with essential vitamins, minerals, amino acids and functional proteins, containing only natural sustainable ingredients. A unique, highly palatable low-fat sugar free gummy formulation that dogs and cats will love. They are non-sticky, non-greasy, and easy to chew and digest. There are 30 gummies in a pouch. RRP £13.99 for cat version and £14.99 for dog version.

To find out more, visit www.dotdotpet.com, or for trade enquiries, visit www.dotdotpet.com/pages/trade

ABSORBINE® launches innovative New Silver Honey® Hygienic Shampoo for horses 16

ABSORBINE®, a leader in equine grooming and skincare products, is proud to introduce its latest innovation Silver Honey® Hygienic Shampoo.

Providing a gentle and effective solution for sensitive skin, Silver Honey ® Hygienic Shampoo is the first and only product of its kind to combine two of nature’s most powerful ingredients, Manuka Honey and MicroSilver BG®.

Silver Honey® Hygienic Shampoo is specially formulated to clean and soothe even the most sensitive skin. It is fast-acting, starting work immediately to support the protective skin barrier by maintaining its integrity and comfort. This shampoo contains no fragrances, parabens, dyes, sulphates, or alcohol, making it suitable for all skin types.

Designed for everyday use, Silver Honey® Hygienic Shampoo is highly concentrated, works into a rich lather, and is gentle enough for use on damaged or broken skin. It is part of the Silver Honey® skincare range, which also includes ointment and spray gel for minor wound care.

The New Silver Honey® Shampoo and the Silver Honey® skincare range are available through Absorbine’s UK distribution partners, Trilanco and Battles.

To find out more, visit www.absorbine.co.uk/product/ silver-honey-shampoo, or for trade enquiries, speak to your distributor representative, who you can find here: www.absorbine.co.uk/contact

The Innocent Hound limited edition Game picnic bars The Innocent Hound has announced the launch of its brand new, limited edition Game Picnic Bars, designed to be the perfect treats for dogs on their active adventures.

These hand-crafted treats, made in Yorkshire, feature 30% British venison and 30% British duck, enhanced with cranberry and rosehip. The Innocent Hound ensures that the bars are gently airdried to retain their nutrients and flavour, providing a wholesome and delicious snack for dogs.

Each package of Game picnic bars contains two pieces, with a recommendation to feed up to one bar per day as part of a balanced diet. They are designed to either be given as a full bar high reward treat, or broken up to be enjoyed in smaller bites throughout the day. These premium treats are created from the finest ingredients, aiming to offer a delightful experience for canine companions.

Available for a limited time only, Game picnic bars are a complementary pet treat in a recyclable pack containing 2 pieces, RRP £5.30.

To find out more, visit www.theinnocenthound.co.uk or for trade enquiries, email orders@innocentpetcare.co.uk

www.petproductmarketing.co.uk

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12/07/2024 11:37

Walker & Drake launch new Dual Protein dog food Following the success of their cold pressed dog food range, Walker & Drake has launched an innovative new product specially designed for dogs with food allergies and intolerances – Dual Protein.

The new Dual Protein is high in meat content together with superfood vegetables and botanicals and is made using Walker & Drake’s signature cold pressed formula to lock in natural enzymes and vitamins, ensuring complete nutrition with every meal.

Made with 48% turkey and duck proteins, common allergens such as chicken and peas have been removed from the recipe, making it ideal for dogs with sensitive stomachs or allergies.

Not only is the formula high protein, it’s also low carb as the potato content has been replaced with sweet potato. Low-carb diets are thought to offer many benefits for dogs, particularly those prone to weight gain, diabetes or digestive issues. If you find yourself constantly looking for an alternative diet for your dog, this low carb, high protein option may be the solution.

Dual Protein was recently rated 84% on All About Dog Food, which is the highest scoring cold pressed food on the site. An independent source for reviews and dog food nutrition, All About Dog Food is a highly rated website which helps consumers make a more informed decision about what food and supplements are best for their dog. Dual Protein is available in a 6kg size, RRP £39.99.

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Pets Purest New Pumpkin Powder for Dogs Natural pet care brand Pets Purest are strengthening their growing range of 100% natural treats and supplements with the launch of a new Pumpkin Powder.

Rich in fibre and packed with essential vitamins and minerals, the popularity of pumpkin has grown in recent years, with dog owners becoming increasingly aware of the health benefits that this superfood brings. An excellent source of vitamins A, C & E, as well as beta-carotene, pumpkins are also rich in minerals such as potassium, iron and magnesium, which are all crucial contributors to overall health and wellbeing.

Digestive support is without doubt the standout benefit of introducing pumpkin into your pet’s diet. The fibre found in pumpkin can help to solidify runny stools if your pet is suffering with diarrhoea, and can also help in loosening a hard stool if they are struggling with constipation. Pumpkin also helps with weight management and immune health.

Unlike many pumpkin products designed for human consumption, Pets Purest’s Pumpkin Powder contains nothing other than 100% pumpkin, with no added flavours, colours or preservatives. Canned pumpkin for example can often contain added sugars or spices which can be harmful to dogs.

The powder can be used as a food topper or mixed with water to create a paste. Simply add as much or as little water needed to achieve the desired consistency and use alongside a lick-mat to provide enrichment and mental stimulation for your pet.

To find out more, visit www.walkeranddrake.com or for trade enquiries, visit www.walkeranddrake. com/pages/ws-account-create

To find out more, visit www.petspurest.com or for trade enquiries, visit www.petspurest.com/pages/trade

www.petproductmarketing.co.uk

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12/07/2024 11:37

Pet & Aquatics Trade Show

• New Three-day event • Networking events • Thousands of products • 100’s of new launches

• Aquatics Zone • New Starter Zone • Free show catalogue • Free entry & parking

*

Largest ever PATS

To register for FREE entry visit www.patshow.co.uk IMPACT_DPS.indd 2

*For up to 1300 cars, on a first come, first served basis.

15/07/2024 08:48

New Product Showcase

in association with

Where the industry meet to do business

See our 330+ exhibitors here IMPACT_DPS.indd 3

15/07/2024 08:48

Small animal special!

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www.petproductmarketing.co.uk

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17/07/2024 10:03

he UK is often described as a nation of animal lovers, a sentiment reflected in the latest PDSA PAW Report which reveals that over half the UK adult population own a pet. Among these pets are 10.6 million dogs, 10.8 million cats and 800,000 rabbits. However, this widespread affection for animals often brings with it strong opinions and pet retailers may find themselves at the centre of heated debates. One particularly contentious issue is the sale of small pets, with vocal critics expressing serious concerns about this practice. But are pet retailers really part of the problem?

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Pet welfare: leading the way in small pet sales Online availability The reality is that small pets are widely available from a variety of sources, many of which lack proper regulation. Over the past two years there have been over 1.5 million Google searches for ‘rabbits for sale.’ And on four of the most popular UK selling sites there are currently upwards of four thousand rabbits looking for homes. These numbers do not even include the multitude of breeder websites. While there are many responsible breeders, the industry lacks sufficient oversight, and the unregulated nature of these sales often means

prospective owners are left without the necessary guidance and support to properly care for their new pets.

A force for good Retailers are in a strong position to set the standard around key issues and can leverage their knowledge and expertise to be a force for good. They can offer a personal service, understanding the needs of each potential owner and offering expert advice on the suitability of a particular small pet species.

They can provide product recommendations to ensure that any pet that leaves their

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premises starts life in their new home with a high-quality species-specific diet tailored to needs. And, unlike the case with most online pet purchases, retailers can provide support and care advice in the weeks, months and even years that follow.

Responsible retailers

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So, in the face of potential negativity, what can retailers do to position themselves in the best light? Most important is to lead by example. All small pets in-store should be housed in spacious, clean, enriching environments and offered a speciesappropriate diet. Demonstrating best practices sets a standard for new owners and shows that animal welfare is a priority.

While knowledge around the care of small pets has come on in leaps and bounds, there is still room for improvement and setting up ‘gold standard’ small pet living quarters in store is one way to educate potential owners.

Take hamsters, for example. These popular small pets are still housed in environments that lack the necessary enrichment to support their wellbeing. A ‘hamsterscape’ with sand baths, hiding places, suitably sized wheels and deep bedding will serve as a great conversation starter and show potential owners how best to support their new pet’s wellbeing. Sixty-five percent of the population are visual learners and showing will often have more impact than telling.

www.petproductmarketing.co.uk

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17/07/2024 10:03

SMALL ANIMAL SPECIAL

Staff education

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Ensuring that all employees are well-versed in small pet care is also essential, both for providing excellent customer service and promoting responsible pet ownership.

Comprehensive training should cover the specific needs of all species sold in-store.

To support this, Supreme offers product training to all its retail partners along with nutrition and care guides for new owners.

Additionally, providing checklists of ‘musthaves’ for each species helps ensure nothing gets over-looked. For example, for rabbits that checklist needs to include: ● Nutrition: advice on diet, including the importance of hay and a suitable product recommendation, such as Science Selective Adult Rabbit Food. ● Companionship: emphasise the importance of a bonded companion. ● Living quarters: for a pair of rabbits, the Blue Cross recommends permanent access to an area no less than three metres long, by two metres deep, by one metre high. A hutch should never be the main accommodation for rabbits. ● Veterinary care: advise owners to seek veterinary advice regarding vaccination, neutering and other aspects of health care from a rabbit-savvy vet.

In addition, retailers need to be transparent about where the pets they sell come from and make sure that all animals come from responsible breeders.

Rescue organisations Rescue and rehoming organisations also play a vital role. These organisations are dedicated to rehoming pets that have been abandoned, neglected or surrendered by their previous owners. Since 2022, there have been over 40,000 Google searches for ‘rehome my rabbits,’ highlighting the need for effective collaboration between pet retailers and rescue organisations.

Retailers can provide resources and support, not only relieving some of the burden on rescue organisations but also demonstrating a commitment to animal welfare and responsible pet ownership.

Spreading the message To position themselves as leaders in animal welfare, retailers need to actively work to change the narrative imposed by welfare critics. Social media offers a powerful tool to reach and engage with a wide audience, with nearly 70 percent of today’s pet parents looking at small pet-related content on social platforms. Of these, more than 80 percent use Facebook and YouTube as their information source and over 60 percent use Instagram, with video content especially popular at the moment. Posts should include a range of content including pet care tips and in-store events, while behind the scenes stories, staff news and interactive content can foster a sense of community and trust among followers.

Adhering to specific image and content guidelines is crucial for positioning pet retailers as advocates for animal welfare.

Images should feature healthy, happy animals, in clean, enriching environments and content should consistently reflect a commitment to best practices in small pet care.

In-store events Hosting in-store events focused on responsible pet ownership is another effective strategy. These events can include pet care workshops, demonstrations on how to set up ideal living environments or talks given by animal care experts – a veterinary nurse from a local practice for example. Such events not only educate potential and current pet owners but also position the store as a hub of knowledge and support.

Small pet image guidelines Do use images showing ✔ A species-specific diet ✔ Appropriate portion size ✔ Social animals in pairs ✔ Living environments of ✔ sufficient size ✔ Happy, healthy pets

Don’t use images showing ✘ Different species together e.g. rabbits ✘ and guinea pigs ✘ Small pets with cats or dogs ✘ Rabbits with carrots, apples, ✘ or other sugary food ✘ Overweight pets ✘ Pets in pain, or showing signs of fear ✘ or distress

Building relationships Establishing relationships with local journalists can help pet retailers gain positive media coverage and reach an even broader audience. Regional press are invested in creating a thriving local community and love a local ‘good news’ story. By inviting journalists to cover an in-store event or offering expert opinions on pet care topics, retailers can enhance their reputation, build visibility in the community and cultivate good relationships.

Creating a positive rapport with the press can serve as a buffer against backlash, ensuring the retailer’s side of the story is heard and accurately represented. In essence, positive press relationships not only amplify good news but also help mitigate the impact of criticism.

The debate on small pet sales is a complex one but it is clear that pet retailers can make a significant positive difference. By focusing on education, transparency and community engagement, retailers can ensure that small pets are placed in loving, informed homes and position themselves as advocates for small pet welfare, something that the world of online sales cannot compete with. Rather than being part of the problem, a good pet retailer is an integral part of the solution.

Claire Hamblion Marketing Director at Supreme Pet Foods. www.petproductmarketing.co.uk

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17/07/2024 10:03

Feed them

HAPPINESS! NEW! Crafted with love, our affordable pet food and treats blend ˗˘˟˜˖˜ˢ˨˦ Є˔˩ˢ˨˥˦ ˪˜˧˛ ˘˦˦˘ˡ˧˜˔˟ ˡ˨˧˥˜˧˜ˢˡ ˧ˢ ˣ˥ˢˠˢ˧˘ ˚ˢˢ˗ ˛˘˔˟˧˛ʡ ˊ˘ ˖˥˘˔˧˘ ˗˘˟˜˚˛˧˙˨˟ ˠˢˠ˘ˡ˧˦ ˙ˢ˥ ˣ˘˧ ˣ˔˥˘ˡ˧˦ ˧ˢ feed their fur babies happiness.

supremepetfoods.com LET’S GET CONNECTED @supremepetfoods

SUPREME_1.indd 2

17/07/2024 09:10

SMALL ANIMAL SPECIAL

one are the days when rabbits and guinea pigs were thought of as ‘starter’ or children’s pets.

From hamsters and gerbils to rats and mice, small pets are an integral part of the family. And with this important position in the family unit, comes a willingness from small pet owners to invest in products that cater to their pets’ needs.

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Small pet essentials: what to stock for small furries Pet people Fifty percent of small pet owners also own cats and dogs. The popularity and ease of cross-category shopping means that shoppers increasingly look to buy their dog and cat supplies while grocery shopping. However, high competition for shelf space in these larger outlets and a wide variety of species-specific needs that need to be catered for mean that the small pet category is the domain of specialist pet retailers. Looking after small pet customers pays dividends. By stocking high quality small pet brands with strong brand loyalty, retailers can encourage repeat store visits and ensure shoppers rely on their store for all pet care needs.

The changing face of retail While the needs of both small pets and dogs or cats may not have changed, those of customers have. As in other retail sectors, the rise of e-commerce means online retailers now play a significant role in the pet category. But while there is a wealth of information and extensive product choice

available with a quick online search, sorting the wheat from the chaff can be tricky.

Customers are looking for conversations and there is nothing like some expert knowledge from their local specialist pet retailer to sort out fact from fiction. For now, at least, when it comes to expert input, online cannot compete.

What to stock So, if shoppers are looking to specialist retailers for their small pet supplies, what should retailers stock? Growth in the small pet population in recent years has been driven by millennials and generation Z and two thirds of new owners are aged between 16 and 34. These new pet owners are looking for high quality products for their four-legged family members and are willing to pay extra for products their pets love. Stocking a range of essential small pet supplies, as well as considering unique and specialised products to set the store apart, will help to appeal to all customer demographics, as well as meet the needs of small pets.

Retailer checklist ● Cages, hutches and runs ● Species-specific diets ● High quality hay ● Paper-based bedding ● Selection of treats ● Bathing sand ● Toys ● Grooming accessories ● Pet carriers

Room for improvement Housing is one of the main purchases for new pet parents but with around one third of rabbits living in inadequate housing, it is an area where there is room for improvement. Space restrictions in an average sized retail outlet can make it very difficult to stock suitably sized hutches and runs, but photographs of ideal at-home set-ups can help educate owners. Similarly, many hamster cages are of inadequate size.

The Blue Cross recommends a minimum of 100cm by 50cm floor space and 50cm tall, but bigger is always better.

www.petproductmarketing.co.uk

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17/07/2024 10:04

Bedding needs Cage size is not the only consideration.

In the wild, hamsters love to burrow and adding sufficient bedding to their living quarters is essential. Bedding should be absorbent and dust-free and a minimum depth of 20 centimetres. Paper-based bedding is preferable as it may reduce bacterial contamination and unlike some wood pulp bedding, is less likely to predispose to respiratory disease. Tiny Friends Farm Eco Bedding is virtually dust-free and made from surplus paper that would otherwise have gone into landfill. It is suitable for all small pets, including rabbits and guinea pigs and is fully compostable after use. It is also worth noting that fibre bedding, such as cotton wool, should be avoided as this can cause cheek pouch and gut impactions.

Species-specific nutrition Just as important as suitable living quarters is a high-quality species-specific diet. A comprehensive in-store range should include diets for rabbits, guinea pigs and hamsters, but also chinchillas, degus, rats, mice and ferrets.

Small herbivores have a digestive system that is highly specialised for digesting fibrerich plant material. Species like rabbits and guinea pigs need high fibre nutrition that respects this natural diet so the small pet fixture should include high quality Timothy hay or meadow hay, alongside speciesappropriate high fibre, no added sugar nuggets. Supreme’s Science Selective nugget range is highly palatable and includes lifestage diets for rabbits and guinea pigs, together with free samples to support sales.

Stocking specialist pet brands, like Science Selective, that are not available in grocery, boosts shopper confidence and encourages them to try the product, while also helping to support store loyalty. Science Selective free samples also come with money off next purchase coupons which, alongside loyalty schemes offered by Supreme, further promote repeat business.

Use free samples to: ● Start conversations about nutrition ● Encourage the feeding ● of high-quality diets ● Enable owners to try ● before they buy ● Build goodwill with customers

Treat time In addition to the main diet, no small pet aisle is complete without a selection of species-appropriate treats. Treats are a good way to help strengthen the pet-owner bond and encourage foraging and like the main diet, ideally these should be high fibre, no added sugar too.

Many owners simply like the idea of being able to ‘treat’ their pet but for small pets, treats are especially useful for taming and helping to support calm and gentle handling. Offering such a reward when the pet behaves as the owner would like increases the likelihood of the pet repeating the behaviour in the future and fosters a positive and cooperative relationship between pet and owner. Offering variety helps maintain interest and motivation, so retailers should plan their in-store range accordingly.

Bathing sand The small pet aisle is not complete without some added ‘extras.’ Sand baths, traditionally

associated with chinchillas and degus are now seen as essential for hamsters too.

Offered several times a week, a sand bath can provide enrichment and improve wellbeing. Sand baths also support healthy skin and coat, removing excess oils and keeping fur clean and shiny. Stock highsided trays along with a suitable bathing sand, such as Science Selective Bathing Sand.

This premium option has sand particles which are all a very similar size, meaning it is soft and suitable for all pets including those with very sensitive skin.

Sand baths

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● Help keep coats clean and support ● skin health ● Offer every day for chinchillas ● Offer every few days for hamsters, ● gerbils and degus ● Add about 2.5cm bathing sand to ● a high-sided tray ● Remove soiled sand straight away ● Change sand at least once a week

Tailored advice In the world of sales, the phrase ‘people buy people’ is often quoted and pet retail is no different. Customers are more likely to trust and build long-term relationships with knowledgeable staff. Supreme supports all their retail partners with appropriate training when needed. Once staff understand both the unique speciesspecific requirements of small pets along with the USPs of the product range, they will then feel confident discussing individual requirements with customers.

Claire Hamblion Marketing Director at Supreme Pet Foods. www.petproductmarketing.co.uk

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17/07/2024 10:04

SMALL ANIMAL SPECIAL

Provide products and advice that will help owners give their pets enrichment opportunities.

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he latest UK Pet Food survey revealed just how popular small pets are. With around one million rabbits, 700,000 guinea pigs and 600,000 hamsters in the UK, small pets are here to stay.

By choosing to keep them as pets, we have a responsibility to meet their welfare needs and this includes providing them the freedom to express normal behaviours. Understanding small pet behaviour and implementing enrichment activities are essential steps in fulfilling these responsibilities.

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Understanding small pet behaviour Understanding natural behaviours Wild rabbits live in small social groups of three to five individuals. These smaller groups join together to form colonies of up to 100 individuals. As a prey species, there is safety in numbers — groups of rabbits act as lookouts for predators, while others are foraging or grooming. And burrows act as a refuge… a safe space to groom, socialise or just eat caecotrophs. The colony is most active at sunset and sunrise and individuals may range over an area equal to several football pitches to find food. Rabbits kept as pets are clearly much more restricted than this, but it is imperative that every effort is made to allow them opportunities to express these normal behaviours as far as possible.

Guinea pigs are a social species too. In the wild, they live in small family groups of five to 10 and similar to rabbits, these groups may join up to form a colony. For most pet rabbits and guinea pigs, a bonded companion of their own species meets the need for companionship. While larger groups can work, this is usually limited both

by owner experience and space.

While in some circumstances they may appear to get on, rabbits and guinea pigs are not suitable companions. Not only do they have different dietary requirements, but size disparity may lead to the guinea pig being bullied. In addition, rabbits may carry Bordetella, a bacterial infection that can cause pneumonia in guinea pigs.

Hamster behaviour facts Hamsters… ● Are solitary ● Travel up to five miles a day ● Dig and burrow ● Have poor eyesight ● Navigate by smell and touch

A solitary species

Addressing behaviour

Most hamster species are solitary, so companionship is much less important.

While some pairings may get on when housed together, there is little evidence that hamsters actually benefit from the company of their own kind and species like the Syrian hamster should always be housed alone. For many, a bond with their human owner is just as good as a bond with another hamster, if not better. Moreover, in the confines of a cage environment, even between an apparently bonded pair of dwarf hamsters, conflict and aggression may occur unexpectedly and can result in serious injury.

It is not just hamsters that may develop behavioural problems if their needs are not fulfilled. In the wild, animals have plenty to keep them mentally stimulated and busy, while pets have time on their ‘hands.’ A wild rabbit spends several hours a day foraging and eating for example. Providing unlimited hay, which takes time to eat, helps mirror this natural diet. However, even in the best set-up there is a much more restricted area in which to exercise. To support health and wellbeing, it is essential to increase the amount of time small pets spend foraging, exploring and interacting with their environment.

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ˊ˘ ˔˟˟ ˪˔ˡ˧ ˢ˨˥ ˣ˘˧˦ ˧ˢ ˟˜˩˘ ˟ˢˡ˚ ˔ˡ˗ ˛˔ˣˣˬ ˟˜˩˘˦ʟ ˦ˢ choose Selective, tailored nutrition to help support ˬˢ˨˥ ˣ˘˧Ϡ˦ ˗˜˚˘˦˧˜˩˘ ˛˘˔˟˧˛ ˔ˡ˗ ˩˜˧˔˟˜˧ˬ ˙ˢ˥ ˔˟˟ ˟˜˙˘ ˦˧˔˚˘˦ ˔ˡ˗ ˟˜˙˘˦˧ˬ˟˘˦ʡ • A delicious blend of natural ingredients ϧ ˅˜˖˛ ˜ˡ Ѓ˕˥˘ ˙ˢ˥ ˗˜˚˘˦˧˜˩˘ ˛˘˔˟˧˛ ϧ ˁ˔˧˨˥˔˟ ˣ˥˘˕˜ˢ˧˜˖˦ ˧ˢ ˦˨ˣˣˢ˥˧ ˚˨˧ Єˢ˥˔ • No added sugars for essential wellbeing • Omega 3 & 6 for healthy skin and coat

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ˆ˖˔ˡ ˧ˢ ˪˔˧˖˛ ˢ˨˥ ˩˜˗˘ˢ ˔ˡ˗ Ѓˡ˗ ˢ˨˧ ˠˢ˥˘

17/07/2024 09:11

SMALL ANIMAL SPECIAL

Bar biting can be a sign of stress.

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Strengthening the bond S

The importance of enrichment

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Providing suitable enrichment is crucial.

In the wild, rabbits, guinea pigs and hamsters are constantly stimulated by the sights, sounds and smells of the natural environment. Ensuring pets have plenty to do stimulates the brain, reduces boredom and also lowers the risk of unwanted behaviours developing such as: ● Barbering (abnormal cropping of hair ● by the pet or a companion) ● Aggression to bonded companions ● Aggression to owners ● Bar biting ● Excessive digging ● Destructive chewing And it is not just mental wellbeing. Lack of suitable enrichment also affects physical health. Stress is one of the first consequences of living in an unstimulating, unenriched environment. In rabbits, this may lead to gut stasis and long-term effects such as heart disease. Moreover, pets in poorly enriched environments tend to lead a more sedentary lifestyle. Lack of exercise results in weight gain and obesity, which in turn leads to health problems including arthritis, urine scald, sore hocks, and a reduced lifespan. Above all, pets in poorly enriched environments lead a life that is less good than it could be.

is important to address broader behavioural needs. Rabbits, guinea pigs, and hamsters are prey animals and require adequate hides or refuges to minimise stress. While many owners may choose to invest in small pet houses or igloos, something as simple as a cardboard box can be effective; in the current financial climate suggesting some DIY options helps nurture customer bonds, reinforcing the notion that retailers have the best interests of both small pet and owner at heart.

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Lack of suitable enrichment also affects physical health.

Training sessions provide another excellent opportunity for interaction and mental stimulation. Simple tricks, such as teaching a rabbit to come when called, can be accomplished using positive reinforcement techniques. Species-appropriate treats play a crucial role in this process, but they should be offered in moderation and should ideally be high in fibre with no added sugar.

Additionally, spending time engaging with pets, whether through gentle handling, grooming or interactive play, fosters trust, forges strong pet-owner bonds and helps to reduce small pet stress. This regular interaction also allows owners to monitor their pets’ health and well-being closely.

Understanding and meeting the complex needs of small pets is essential for their health and wellbeing. When keeping animals as pets, it is vital that they have the opportunity to express their natural behaviours. Enrichment plays a crucial role in achieving this, providing mental stimulation, physical exercise and reducing the risk of behaviour problems and stressrelated illness. Ultimately a well-enriched environment helps small pets thrive offering them a life that mirrors their natural habitats as closely as possible.

DIY enrichment ● Hide treats in a bundle of hay ● Fill cardboard tubes with hay ● and herbs ● Use an egg box to make a puzzle ● feeder ● Make a DIY foraging box ● Peg leafy greens to a small pet ● ‘washing line’ ● Create an indoor dig box ● Construct cardboard box hideaways

Claire Hamblion Marketing Director at Supreme Pet Foods.

Keeping small pets busy One of the main goals of enrichment is to increase the amount of time small pets spend finding and eating food. This can be as simple as scatter-feeding pellets. Stocking edible hideaways, tunnels, puzzle feeders, and toys ensures owners have a range of options to engage their pets.

In addition to food-related enrichment, it

Hamsters love to dig and burrow. www.petproductmarketing.co.uk

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ADVERTORIAL

2024 Trends: Affordable and Low-Maintenance Pets Gain Popularity 30

n 2024, the UK has seen a significant surge in the population of small animals, reflecting a notable 6% increase. Pets such as hamsters and guinea pigs have become increasingly popular due to their minimal maintenance needs and affordability amidst rising living costs. This trend is reshaping the pet care industry, highlighting a growing demand for tailored products and services.

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Extra Select: Comprehensive Solutions for Small Animal needs Su-Bridge Pet Supplies Extra Select Brand offers a comprehensive range of highquality small animal items, covering all small animal needs from premium straw, hay and wood shavings right through to nutritious feed mixes and nuggets. This complete and affordable range allows pet owners to meet all their furry friends’ needs, from the one brand that they know and

love, making it easy to care for pets without breaking the bank.

The competitively priced range not only ensures customer price satisfaction, it also offers excellent margins for retailers, enhancing profitability and making it a smart choice for stockists.

New look packaging coming soon Following the recent launch of their popular indoor bird range, with refreshed Extra Select branding, this new look is now being rolled out to the rest of the Extra Select brand including small animal in the coming weeks.

The new-look range from Extra Select introduces a fresh, colourful, and contemporary design that is both appealing and practical. The new contemporary style injects renewed enthusiasm among existing small pet owners and attracts those new to the category. The vibrant colours enhance shelf presence, making it easier for customers to locate and choose the right products. This strategic packaging redesign reflects the brand’s commitment to staying relevant in a competitive market and helps to position Extra Select as a leader in the industry.

Popular bucket format As well as pocket-friendly pricing, another popular aspect of the Extra Select range is the convenient bucket format. The

products are packaged in reuseable and recyclable plastic buckets, making inventory management easier for retailers and providing a convenient, eco-friendly option for consumers. This approach not only addresses the growing environmental concerns of today’s consumers but also underscores Extra Select’s commitment to sustainable practices.

Why Choose Extra Select from Su-Bridge?

By partnering with Su-Bridge, retailers can confidently expand their knowledge and offerings in the small pet product sector, tapping into a rapidly growing market segment, with the full support of a dedicated Area Sales Manager.

With over 40 years of experience, SuBridge go beyond simply offering high quality products at exceptional prices, by providing retailers with extensive point-ofsale materials and expert merchandising advice, empowering retailers to create visually captivating displays that draw attention and drive sales.

In addition to their bird and small animal products from Extra Select, Su-Bridge also stocks a variety of other household favourites. Visit their website to discover more about what Su-Bridge can offer you to help support and grow your store sales.

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DENTAL FOCUS

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Why Dental Health is so Important ental health is a cornerstone of overall wellbeing, not just for humans but for dogs too.

While pet parents often focus on nutrition, exercise, and regular veterinary check-ups, dental care for dogs can sometimes be overlooked. However, neglecting a dog’s dental health can lead to serious consequences. We explore the critical importance of dog dental health, especially brushing, and highlight how products, such as WHIMZEES, can play a vital role in maintaining a dog’s oral hygiene.

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The Importance of Dog Dental Health

Behavioural Changes: A dog in pain due to dental issues may exhibit changes in behaviour, such as irritability, reduced activity, and even aggression.

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Expert Opinions on Canine Dental Health

Bad Breath, Pain and Discomfort: Dogs with dental disease will display common symptoms such as bad breath, discoloured teeth, drooling, and potentially even difficulty eating which can be a sign of an advanced state of dental disease that left unchecked can progress to significant pain and discomfort.

Systemic Health Problems: With severe dental disease, bacteria from the mouth and infected gums can enter the bloodstream and spread to vital organs, potentially leading to conditions such as heart disease, kidney disease, and liver problems.

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Dr. Danielle Bernal, global veterinarian at WHIMZEES, emphasises the importance of regular dental care for dogs: “Within as little as 24 hours, bacterial plaque starts to accumulate on a tooth and if not removed each day with mechanical abrasion, such as a toothbrush or the active chewing of a dental chew, this biofilm can progress in time to become hardened tartar which in turn progresses to potential gum inflammation, bad breath, loosening of the tooth attachments, and acute pain and discomfort for our dogs.”

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Good dental health in dogs is essential for their overall health and longevity. Studies show that over 80% of adult dogs suffer

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from dental disease making it the number one health issue affecting our pets and a top concern for pet parents. Poor dental health can lead to a variety of issues, including:

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16/07/2024 11:22

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DENTAL FOCUS

And how best to help prevent it from a young age? Danielle says, “The very best thing a new puppy owner can do is to start cleaning their dogs’ teeth from three months of age and keep doing so every single day, just like us.”

How to Brush A Dog’s Teeth Brushing a dog’s teeth is still the gold standard for oral care. Here are some tips for pet parents to make the process easier and more effective:

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Start Early: Introduce tooth brushing to your dog at a young age to get them accustomed to the process. Even older dogs can learn to tolerate tooth brushing with patience and positive reinforcement.

Use the Right Tools: Use a toothbrush designed specifically for dogs and canine toothpaste. Human toothpaste can be harmful to dogs, so it’s crucial to use products formulated for pets.

Be Gentle and Patient: Start by letting your dog lick the toothpaste off your finger, then gradually introduce the toothbrush. Brush in small, circular motions, focusing on the gum line where plaque and tartar tend to accumulate.

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Create a Routine: Consistency is key.

Aim to brush your dog’s teeth at least a few times a week, if not daily. Make it a part of your regular routine to ensure long-term dental health.

Combining Dental Chews and Brushing for Optimal Health While brushing is essential, combining it with dental chews, such as WHIMZEES, can provide a comprehensive approach to a dog’s dental care. The combination of mechanical cleaning from brushing and the chewing action helps to keep a dog’s mouth clean and healthy.

The importance of canine dental health cannot be overstated. If pet parents start to prioritise their dog’s oral hygiene, they can help prevent a host of health problems.

Expert opinions and research back up the need for regular dental care, and dental products, such as WHIMZEES, offer an effective and enjoyable way to maintain a dog’s dental health.

The Role of WHIMZEES in Canine Dental Care WHIMZEES are dental chews designed to support a dog’s oral health. Made from natural ingredients, these chews are not only tasty but also scientifically proven to reduce plaque and tartar buildup.

WHIMZEES have several features that make them an excellent choice for maintaining your dog’s dental hygiene:

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Unique Shapes and Textures: WHIMZEES come in various shapes and textures that encourage dogs to chew for extended periods, which not only helps keep them busy, but it also helps to clean their teeth for longer and support healthy gums.

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Natural Ingredients: WHIMZEES are made from just six key natural ingredients with no added animal proteins, grains or artificial additives, making them a healthy choice for daily use and a great choice for pets with dietary sensitivities.

Scientifically Proven: Studies have shown that WHIMZEES reduce plaque and tartar when chewed daily.

Their effectiveness has been validated by veterinary professionals and WHIMZEES Toothbrush has the VOHC Seal of Acceptance for both plaque and tartar making them a trusted option for pet parents.

For more information on stocking WHIMZEES daily dental chews, and materials to support dog dental health, visit Kennelpak.co.uk

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12/07/2024 15:21

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17/07/2024 09:55

DENTAL FOCUS

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The Power of Dental Chews n the world of pet care, dental health is often an overlooked aspect. Yet, it’s one of the most crucial elements of a dog’s overall wellbeing. Dental chews have emerged as an essential tool for maintaining canine oral health. These chews not only promote dental hygiene but also cater to a dog’s natural instinct to chew, making them an indispensable item for pet parents and a profitable product for retailers.

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Why are dental chews beneficial?

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Mechanical Cleaning: The act of chewing helps to mechanically remove plaque and tartar from a dog’s teeth. The abrasive texture of chews, such as YAKERS, aids in scrubbing away these deposits, much like how brushing works for humans. This can significantly reduce the risk of dental diseases such as gingivitis and periodontitis.

Ingredient Benefits: High-quality dental chews are made from ingredients that not only promote dental health but are also safe for consumption. YAKERS chews,

2

for instance, are crafted from 100% natural ingredients – specifically milk, lime juice, and a pinch of salt. These ingredients are not only nutritious but also provide an extra long-lasting chewing experience.

Texture and Durability: Durability is key to effectively removing plaque and providing the necessary chewing satisfaction.

Natural Instinct to Chew: Dogs have a natural instinct to chew, chewing helps to relieve stress, prevent boredom, and can even curb destructive chewing behaviours.

By providing a chew, owners are fulfilling this instinctual need in a healthy and productive way.

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Dental chews serve multiple purposes, all contributing to the dental and overall

health of dogs. Here’s a closer look at why they are so beneficial:

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12/07/2024 15:21

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DENTAL FOCUS

With increasing awareness about pet dental health, the demand for effective and natural dental chews is on the rise.

What’s in a chew?

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To illustrate these benefits, let’s break down a YAKERS chew: ● Ingredients: The chew is composed of Himalayan milk, which is rich in protein and essential nutrients. The addition of lime juice and salt helps to harden the chew naturally without the need for artificial additives. Plus, YAKERS offer a range of added natural ingredients including superfoods such a Cranberries and Blueberries for different health benefits. ● Texture: The hard texture is ideal for removing plaque and tartar. As the dog chews, the surface gradually becomes softer, ensuring it is safe for prolonged chewing sessions. ● Durability: These chews are extra longlasting, providing hours of chewing pleasure while continuously working to clean a dog’s teeth.

Usage and Replacement For optimal dental health benefits, it is recommended that dogs chew on dental treats regularly. Here are some guidelines for pet parents: Frequency: Offering a chew 2-3 times a week can significantly improve dental hygiene. For dogs with more severe dental issues, daily chewing might be beneficial.

Replacement: chews should be replaced once they become small enough to pose a choking hazard. Typically, a chew can last several weeks to a month depending on the dog’s chewing intensity. With YAKERS, the small part of the chew isn’t wasted however as pet parents can microwave the small end piece for 30-60 seconds. It then puffs up to become a crunchy treat for dogs.

Monitoring: Owners should always supervise their dogs during chew time to ensure safety, especially when introducing a new type of chew.

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Why YAKERS Chews are a Retailer’s Best Friend From a retailer’s perspective, stocking YAKERS 100% Natural Dog Chew and Occupier can be highly advantageous.

Here’s why:

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Market Leading: YAKERS, with their 100% natural ingredients and proven efficacy, meet the growing consumer need perfectly.

Quality Assurance: YAKERS chews are made from premium, natural ingredients with a focus on quality and safety. This ensures customer satisfaction and repeat purchases, fostering brand loyalty.

Profitability: Given their durability and effectiveness, YAKERS chews are perceived as a high-value product.

This allows retailers to maintain healthy

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margins while offering a product that genuinely benefits the customer’s pets.

Shelf Appeal: The natural origin and unique composition of YAKERS chews makes them stand out on the shelf.

Attractive POS and packaging features clear labelling of their benefits, which can draw in consumers who are looking for the best for their pets. The YAKERS range also includes a variety of flavours, with ingredients which offer other health benefits, including Superfoods.

Cross-Selling Opportunities: Dental chews pair well with other pet dental care products such as toothbrushes, toothpaste, and water additives. Retailers can create comprehensive dental health sections in their stores, increasing overall sales.

For more information about stocking YAKERS chews and treats, visit YAKERS. co.uk or email sales@kennelpak.co.uk

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12/07/2024 15:21

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17/07/2024 09:39

BEST PRACTICE

hen it comes to pet retail, profitability is a necessity for success - but to truly succeed, animal wellbeing needs to be at the heart.

Pet stores, of course, play an incredibly important role in determining the wellbeing of animals, both short- and long-term, as well as having the additional responsibility of ensuring the welfare of the animals in their care.

When it comes to safeguarding animal wellbeing within your store, and implementing best practice, the Five Domains and three Es are here to guide you.

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Animal wellbeing: What does best practice look like in pet shops?

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What is animal wellbeing?

While animal welfare refers to an animal’s quality of life, animal wellbeing – as the name suggests – refers to their state of being.

Broadly, it means that the animal is in a positive mental state. More specifically, it includes their ability to achieve successful biological functions, have positive experiences, express innate behaviours and respond to – and cope with – potentially adverse conditions.

The Five Domains act as a guide and framework for optimising animal wellbeing and creating a positive state of welfare.

These are: ● Nutrition – making sure animals have access to clean food and water, inclusive of a balanced diet, variety of foods, and that the correct quantities are consumed. ● Environment – that the conditions (temperature, substrate, space, air, water, odour, noise and predictability) are tolerable and suitable. ● Health – protection from pain, suffering, injury and disease, as well as maintenance of a good fitness level. ● Behaviour – where animals are able to exhibit behaviours natural for their species; being provided with varied and engaging enrichment. ● Mental state – a culmination of the other domains, it’s making sure these are followed so an animal can experience positive mental health.

Animals have the right to a good, happy life, to thrive in the care of those responsible for them. While the Five Domains are an important part of this, for pet stores it’s the three Es that make up animal wellbeing– environment, enrichment and education.

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The Environment

While enclosures will differ between species, the requirements for said enclosures remain the same, including:

● Safe and durable construction ● Conditions such as temperature, humidity, ventilation and lighting are monitored and controlled ● The relevant air/water quality as required for each species ● Suitable provision of food, drink and bedding.

When it comes to ensuring wellbeing with the environment, there are three elements to consider – a complementary approach

www.petproductmarketing.co.uk

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With glass construction and professional finishes, these habitats make for vibrant and engaging animal displays, designed to allow your customers to engage with the animals in a way that’s friendly and safe – for both parties.

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Enrichment

of nature, behaviour and mental state. It’s important for enclosures to resemble the natural environment of the animal (nature), allow the ability to interact as much as possible with elements of this environment (behaviour), to, in turn, decrease the animal’s stress levels as much as possible (mental state).

CASCO Pet’s habitats, aquariums and aviaries are designed to replicate the most natural environment possible – helping animals feel safe and secure in your store.

This includes integrated background graphics of the species’ ecological niche (i.e. plants, foliage, terrain, ocean), aquatic filtration to deliver the highest water quality, alongside innovative lighting controls and specialist ventilation to help animals settle and feel comfortable.

Hand-in-hand with environment comes the second ‘E’ – enrichment.

A sign of positive wellbeing, enrichment involves modifying an animal’s environment in a way that’s meaningful to their needs. This can include habitat, sensory or food enrichment, social groups and behavioural conditioning.

Although what works for one species may not work for another, examples include cardboard boxes, tubes, tunnels and hay for small animals; toys that encourage food foraging for certain species of bird, or rocks, bark and basking zones for reptiles.

Providing mixed terrains of different levels and textures – like CASCO Pet enclosures do – creates an interesting space for animals to explore, hide and rest.

Beyond the benefits enrichment can bring to the animals in your store, it can also impact your customers and their behaviour.

Animals on display in enriched enclosures can enhance customer interest, leading to an increase in positive human-animal interaction and subsequently more time spent with the animals in store.

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Education

Which leads us to education. An enclosure properly equipped with the relevant enrichment provides an example of how to promote a mentally and physically stimulating environment for a

pet, emphasising the necessity and benefits of enrichment. Not only can it encourage owners to play a more active role in maintaining the wellbeing of their pet, it also teaches customers how to duplicate this level of care at home.

Of course, it is not the enclosures alone that educate pet owners – but the people who work in store. Your team plays a fundamental role in conveying information, acting as a source of information on animal health and wellbeing, as well as promoting responsible pet ownership. Proper training and ensuring staff knowledge is up-to-date is vitally important.

Direct interactions between store associates and customers are beneficial, but additional resources – such as relevant websites or free leaflets at point of sale – can assist with educating about animal wellbeing best practices.

Take it a step further by implementing educational days into your store offering.

Whether training time with a specialist, a ‘how to’ in terms of setting up animal enrichment within the home, or supervised family handling mornings with the pets, these encourage animal wellbeing, in addition to positioning your brand as a trusted source of information, and one that cares about its customers on a personal level.

The wellbeing of the animals in your store and under your care is of key significance.

Not only do the pets themselves deserve to be happy and healthy, their future owners also deserve an animal in this condition.

To ensure best practice within your space, the incorporation of the Five Domains and the ever-important three Es – environment, enrichment and education – is critical.

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Matthew Bubear, CEO, CASCO Pet www.petproductmarketing.co.uk

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16/07/2024 09:49

BUSINESS ADVICE upporting your workforce includes managing the happiness and satisfaction of all ages, including those who have been on the staff for longer. But with the current “silver exodus”, there’s a worry that the older workforce aren’t finding the same enjoyment in work as they used to. In fact, the unemployment rate of people aged 50 to 64 has increased in the last year.

As workforces age, with the retirement age now going up to 71 years old, knowing how to successfully retain ageing staff members is a must.

Gary Clark, Academy Director at ski course business SIA Austria, says: “Working is now becoming about a better work-life balance and businesses that aren’t recognising this run a difficulty of losing experienced staff members who might do better breaking out on their own. That is why finding ways to offer them some excitement and a break in the mundane corporate working is necessary, not just for younger staff, but for your ageing workforce too.”

S

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Freedom Fatigue: How Can Businesses Retain Their 50+ Workforce?

Sabbaticals One way you can treat your workforce and make them come back feeling fresh for their role is by offering some time away. It might sound counterintuitive, but spending time away from your desk can give you a bit more motivation and productivity when it comes to work.

Older workforces have earned time off, so offering sabbaticals can be a great way to encourage older staff members to enjoy themselves away from work. Whether they’re undergoing a ski course in Japan or jet-setting to a more relaxing destination, giving them the opportunity and time to spend away from work is a must.

Gary says: “Enjoying something new that you wouldn’t have considered before can actually get you away from your desk and the worries of work so that you’re in a better place to come back to it. You don’t want your staff quitting so that they can travel, meaning you lose all their expertise; instead, offer them the time they desire as part of a long-term worker package so that they can get the best of both worlds.”

Freelance work Gary continues: “Or if you’re looking for a more flexible arrangement, then

freelance might be the best option for both employees and employers. You don’t want to risk losing their valuable insight and knowledge in your business, so giving them the ability to work freelance or remotely could be an option if they’re looking to move both professionally and personally.”

Fatigue at work can come from a lack of freedom. Whether it is spending time away from the desk, living somewhere new, or seeing new faces on a daily basis, the corporate 9 to 5 can become a bit too much after decades of working in the same role. Allowing your staff the freedom to explore their personal choices and take the work with them can help you keep your experienced staff without limiting them.

“ ” Fatigue at work can come from a lack of freedom.

Development

Autonomy is important for older workers, as well as younger ones. You don’t want to be offering all your career development opportunities to your younger staff members and ignoring the wants and needs of your older professionals. Allowing your ageing workforce to come up with their

development plans and put these into action is essential for a healthy working culture.

Gary says: “Autonomy and development don’t need to always fall in line with traditional workplace training sessions. In fact, your workforce might benefit more from stepping out of their comfort zone now and again and developing transferable skills. By giving your employees of all ages the autonomy to learn and develop in their ways, you can retain a happier workforce.”

The increasing number of ageing workforce members quitting can be concerning for businesses that will lose the experience, knowledge and know-how of their accumulative years. However, there are plenty of ways your business can avoid losing these valuable team members.

Increasing autonomy, opportunities for development, and even offering more flexible structures can ensure your workforce is in the position they want to be, no matter their age.

This piece comes from Gary Clark, Academy Director at ski instructor course provider, SIA Austria (operating globally across six locations, including Japan). Visit https://www.siaaustria.com/

www.petproductmarketing.co.uk

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12/07/2024 09:59

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THR OW T OY & L AUN C H STI C K

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With the toy on the handle, extend your arm back over your shoulder.

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p43_PPM_Aug.indd 43

17/07/2024 10:00

NOBULL INTERVIEW

Meet the Guinea Pig Guy! Nobull met with HayPigs!® co-founder Rik Cridland to chew the hay and find out how this guinea pig focussed business is invigorating the small pet accessories sector with brilliant design and functionality. theme. This hadn’t really been done before (niching down to focus on just guinea pigs rather than small animals as a whole) so we definitely went out on a limb. But we really cared about piggies and wanted to make a difference to their lives.

Q Q

Rik, can you tell us more about how you, and your wife and co-founder Helen, came to found HayPigs!® ?

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HayPigs!® was founded in April 2017 but our story started when we adopted our first two guinea pigs back in 2014. On hearing I was a professional product designer, the lady at the rescue asked whether I’d designed any guinea pig products. “I’d buy anything with a guinea pig on!” she exclaimed, which got us thinking, was there a market for guinea pig specific products and if so, why wasn’t it catered for? It turned out there was, but no-one had really taken it seriously.

You have had a career in product design and the HayPigs!® range reflects this – how do you marry practicality and quality with great design?

Believe it or not, function always comes first and then we see if we can make it a bit fun too. We simply don’t skimp on quality, that’s always been our ethos. If you’re buying a HayPigs!® product, you know you are getting the best. Our chief testers are our own guinea pigs, if they don’t like our prototypes, we don’t make the product, period.

Q

Can you tell us more about the small pet market and how it is developing after being overlooked for many years?

I think you’re right in saying it’s been a bit overlooked. Traditionally, dogs and cats get all the attention, but small animal pet parents are just as bonkers as any other animal lover, so it was a surprise to us that more wasn’t being done. Thankfully attitudes are changing and we are seeing a lot more high-quality forages and treat blends on the market, but I think accessories are still a bit behind. This obviously requires a bit more investment and expertise, but I guess that’s where we come in.

Q

One of your stated goals is to give guinea pigs more of a voice – which of your products did you launch first to improve quality of life for guinea pigs and why?

We actually launched with a range of six enrichment toys all at once, which on reflection was naively courageous and foolhardy. I remember our first storage bill when 18,000 units hit our warehouse! All six products were specifically designed for guinea pigs and had an eye-catching circus

end of the day, there’s a narrative that the producers will want to get across - you’re there to make good TV. Funnily enough, we suffered a bit from being too professional, we didn’t get into any arguments or burst into tears on set. I also think the Dragons did a pretty poor job of getting to know what we were all about. Have we changed?

No, not really, we were ourselves (as we always are) and pride ourselves on that.

Q

HayPigs!® now works with a number of brands and sells in multiple countries, how do you retain your original and innovative business ethos and balance this with sustainable growth?

At times, growth has been difficult, particularly in the climate we’ve all experienced over the last decade. Not everything has worked and we’ve not always got it right, but I think our super power is our nimbleness and ability to pivot and innovate, alongside our absolute passion for guinea pigs and small furries. Without this, we would have given up years ago.

Our team is small and very dedicated, we all live and breathe our mission statement and the sky is really the limit. Enriching the lives of small furries (and their humans) is what we do and what drives us forward.

We’re excited about what comes next, watch this space!

Q

You are known as ‘The Guinea Pig Guy’ can you tell us more about how this came about?

I think this is just a bit of a personal branding thing really! Everyone kept calling me it, so I decided recently that I might as well start saying it too!

Q

What did you learn from your experience on Dragons’ Den?

Dragons’ Den was fun, but it was also a heck of a lot of work and it’s really important to remember, it’s a TV show and, at the

www.haypigs.com

Need help with building your brand?

Visit www.nobullagency.co.uk or email hello@nobullagency.co.uk

www.petproductmarketing.co.uk

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12/07/2024 14:28

NOBULL.indd 2

01/03/2024 09:09

PARASITE TREATMENTS

P

ets are family. The humanisation trend continues to influence the pet care market and now more than ever, four-legged companions are right at the heart of family life. Living up close and personal means parasite

control is a priority. Fleas, ticks, worms... the thought of sharing a home with these canine and feline visitors is decidedly unpalatable for most pet parents. And of course, parasites can negatively affect pet, as well as human, health.

Staying flea free and worm aware: a guide to parasiticides for retailers

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Cat fleas will happily live on dogs and vice versa.

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Fleas, or the associated itching and scratching that come with an infestation, may be relatively easy to spot by pet owners.

However, female fleas are prolific breeders

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Roundworm risks

Tapeworm is contracted by a pet eating an infected flea.

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Spotting the signs

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you kno

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When it comes to parasites, fleas are a common concern. In one study, 28 percent of cats and 14 percent of dogs were found to be infested with fleas1. The infestation rate varies from year to year and also depends on lifestyle factors and the frequency with which effective parasiticides are used.

There are two species of flea that are of particular importance, the cat flea (Ctenocephalides felis) and the dog flea (Ctenocephalides canis). And while the naming of these fleas might suggest otherwise, fleas are not fussy. Cat fleas will happily live on dogs and vice versa.

In fact, the vast majority of fleas found on companion animals in the UK are cat fleas.

resulting in the ability to lay 50 or more eggs a day which fall off pets and infest the environment. So that single flea that hops on while a pet is out and about can soon become a very big problem. Once an infestation has become established, it can take three months or more to get the situation under control as fleas on the pet are just the tip of the iceberg. Ninety-five percent of the flea lifecycle takes place in the environment, whether that is in the carpets, between the floorboards or on the upholstery.

The most common intestinal worms found in UK cats and dogs are roundworm and tapeworm2. Infestation rates vary, but in one study, 26 percent of cats were found to be infected with roundworm3.

In contrast to fleas, most worm infestations cause few easily notable signs, especially in adult animals. Worm eggs are usually shed unnoticed, accumulating in the environment especially in areas where pets toilet. A 2023 study revealed that Toxocara, a type of roundworm, is widespread in soil in public parks, with nearly 90 percent of such spaces found to be contaminated with eggs4.

And Toxocara is more than just a nuisance. A heavy infestation can impact digestive health, especially in puppies and kittens. More seriously, Toxocara is zoonotic, meaning that it can infect humans. If accidentally swallowed, the larval stages can migrate through the human body to organs such as the eyes, liver, and lungs, causing extensive damage as they do so. The risk is higher in immunocompromised individuals,

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The extent of the issue

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PARASITE TREATMENTS

the elderly, and young children. Between 50 and 100 cases of human toxocarosis are seen every year in the UK5 and though relatively rare, the consequences for affected individuals can be serious.

Tapeworm risks In the UK, the three tapeworm of concern are Dipylidium caninum, Taenia species and Echinococcus granulosus. Similar to roundworm infestations, tapeworms generally do not cause significant disease in pets. Often the first sign that owners notice is the characteristic ‘grain of rice’ segments in their pet’s faeces. However, Echinococcus poses a serious risk to humans, potentially causing severe disease, including the development of hydatid cysts in the liver, lungs or nervous system. It is also important that if owners are dealing with an active flea infestation a suitable worming protocol is in place.

Signs of worms in cats and dogs 48

● Often none ● Pot-bellied appearance ● Vomiting or diarrhoea ● Lack of energy ● Reduced appetite ● Poor body condition ● Dull coat

Surviving the winter Owners may consider reducing the use of parasiticides over the winter, but fleas and worms are a year-round problem. Climate change, mild winters, and centrally-heated houses mean fleas thrive even in cold weather. In fact, turning up the thermostat during a cold snap can lead to a spike in flea numbers. And it’s not just fleas.

Toxocara eggs, with a resistant outer shell, can withstand all sorts of unfavourable conditions, including temperature extremes.

What to stock?

The parasite category offers a wide array of products and while owners appreciate having choice, that choice can be overwhelming. By stocking trusted brands with an established presence in the market, retailers can give pet parents peace of mind.

Additionally, offering guidance and product recommendations helps support the responsible use of parasiticides, ensuring pets receive effective and safe treatments tailored to their specific needs.

Treatment options Fipronil is one of most common active ingredients in non-prescription flea and tick products for both dogs and cats. After application, it spreads over the surface of the skin, accumulating in sebaceous glands, from where it is slowly released over many weeks, killing adult fleas and ticks on contact.

Fipronil is effective against adult fleas but it has no effect on the environmental stages of the lifecycle, namely the eggs, larvae and pupae.

To overcome this, many products combine fipronil with s-methoprene.

S-methoprene is an insect growth regulator that prevents eggs and other developing life stages turning into adult fleas.

Beaphar’s FIPROtec® COMBO is a spot-on, combining both fipronil and s-methoprene. Winner of the Retailer Recommended Awards Flea Treatment of the Year 2024, it is trusted by

owners and retailers alike and is an excellent go-to product for flea control in dogs and cats.

Flea collars Many owners prefer spot-on formulations. However, there will be others who would like to consider alternative options including flea collars. Collars often last longer than spot-ons and may suit those with pets where more frequent application is a challenge. Beaphar’s Canishield® for dogs is a slow-release collar impregnated with deltamethrin that kills fleas for up to 16 weeks and ticks for up to six months.

With a range of household flea sprays, for environmental control of infestations, plus herbal options to meet the ongoing demand for natural choices, Beaphar has a comprehensive flea range to meet both the needs of pets and the preferences of their owners.

What about worming?

Ensuring pets are free from internal parasites is just as important. The Beaphar WORMclear® tablet range kills all common types of intestinal worms found in UK dogs and cats. To aid ease of use, WORMclear® spoton for cats is also available to treat tapeworm.

By stocking trusted brands and offering expert recommendations, retailers can empower pet parents to make informed decisions tailored to their pets’ specific needs, safeguarding the health of pets and their families well into the future.

1. Abdullah S. et al. Pathogens in fleas collected from cats and dogs: distribution and prevalence in the UK. Parasites & Vectors (2019) 12:71 2. ESCAP 3. Wright I. et al. The prevalence of intestinal nematodes in cats and dogs from Lancashire north-west England. Journal of Small Animal Practice (2016) 57:393-395 4. Airs, P.M. et al. WormWatch: Park soil surveillance reveals extensive Toxocara contamination across the UK and Ireland. Vet Rec. (2023) 192(1) 5. Good B. et al. Clinical Infectious Diseases Ocular Toxocariasis in Schoolchildren. (2004) 39:173-178.

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FISHKEEPING KNOW-HOW

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The basics of aquarium plant nutrition We might not need to worry about watering our aquarium plants, but surely they have some needs? Tom Ackrill explains.

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e’ll all remember those lessons at school where we learned all about plants: photosynthesis; the electron transport chain; the xylem and phloem; and all the other terrifying details stored somewhere in the back of our brains.

Little did we know in those days that we’d end up keeping aquatic plants and having to come back to those little nuggets of knowledge.

All plants—aquatic or otherwise—rely on a variety of nutrients, and the absence, excess, or shortage of these can lead to problems. The upside is that quite often our plants will tell us what the problem is, as long as we know to look out for the signs. www.petproductmarketing.co.uk

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The most important thing to remember about light is that its presence directly affects a plant’s ability to uptake the many other nutrients in the tank

Nitrate

any meaningful quantities. Indeed, there’s a plethora of products on the market for stripping this vital nutrient from water, but this really isn’t the baddie it’s made out to be.

Phosphate is a source of phosphorous, phosphorou which gets used extensively by plants.

First of all, it’s a vital component for f making new DNA—if DNA—i you picture a double-helix double-hel strand, and then fl flaatten it out to look like a ladder, those two vertical ‘bits’ are almost entirely entir comprised of o phosphate sugars. su No phosphorus, phospho no new DNA, DNA no new growth! Signs Sign of a phosphate phospha deficiency include faded fade or dark leaves, green g

Potassium The last of the three macronutrients that make up what’s called the hallowed ‘NPK’ combination—nitrate, phosphate and potassium. It’s also the nutrient that tends to be completely overlooked, especially by newer hobbyists.

Potassium is important for helping to regulate enzymes, important little biomolecules that help to catalyse and regulate all sorts of important processes within the plant, including regulating ATP production, which is vital for photosynthesis.

An absence of potassium will lead to dark spots appearing on leaves (not algae) that eventually degrade into holes. For an everyday, low-energy planted tank, the potassium level should be somewhere between 5-30ppm, though a high-energy aquascape may need more in keeping with the NPK ratio.

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One of the three macronutrients—the three big hitters of the plant world without which any hopes of healthy lush growth will be quickly dashed. Nitrate is usually present at some level vel in tapwater (although not always), but ut as luck would have it is also the final product uct of the nitrogen cycle, as thee end result of ammonia mmonia from fishess and other organic nic waste being converted verted by filter bacteria. acteria.

This meanss that on some level this vital nutrient is being produced ‘in-house’ in-house’ within the aquarium, although often not in sufficient quantities.

Nitrate is used by our plants as a source of nitrogen, n, from which various ous proteins are formed d to allow the plant to grow. ow. Without this available in n plentiful supply, growth will ll be poor, if at all.

The downside wnside is that high enough levels can be toxic ic to aquarium fish, so it’s not a case of the more nitrate the merrier. For the healthyy keeping of sensitive fishes, some aquarists aim to keep levels below 20ppm, while the typical community tank shouldn’t have nitrate in excess of 50ppm. However, in a high-energy layout with intense light and added CO2, some plants may struggle (with leaves turning yellow or clear) at levels below 20ppm, and so a consistent 30-50ppm may be required for hungrier species.

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spot algae on leaves, as well as plants that stop growing and have older leaves die off.

In aquascapes, deficiencies are common and phosphate needs to be regularly added to the water. The concentration in the water shouldn’t exceed 3ppm, but should be maintained in a layman’s planted tank at a level of around 0.5—1ppm. For a dedicated, high energy aquascape, you will want it to be higher (see ‘What the best NKP ratio’ box).

Phosphate Perhaps the most misunderstood of all the plant nutrients, phosphate is often blamed for causing algae issues when present in www.petproductmarketing.co.uk

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FISHKEEPING KNOW-HOW

Micronutrients

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Much like the backstage crew at a play or concert, the three macronutrients above can only perform at their best when supported by a small army of micronutrients such as magnesium, iron, boron, zinc, and a few others. With the advent of quality fertilisers, these are less likely seen as issues in the aquarium vs the ‘big three’ of NPK because they’re only needed in such trace quantities.

Iron, for example, need only be somewhere between 0.05-0.1ppm.

Deficiencies vary by nutrient. A lack of iron leads to a deficiency in producing chlorophyll, and so new growth appears yellow, while old leaves become faded. If you’re routinely using a good micronutrient fertiliser, a deficiency is extremely unlikely.

Some aquascapers deliberately withhold certain micronutrients to enhance colouring in red plants, but this is something the beginner should avoid.

Light Technically this isn’t a nutrient, but without it we’d not be having much luck with photosynthesis.

All plants need at least some light, for at least some of the day. Different plants want this in varying quantities, and generally speaking the fast-growing, highenergy stem plants (and especially

dense carpeting plants like Glossostigma) want a lot of it at a high intensity, whereas other plants like Anubias, and Java ferns for example much prefer being in the shade.

The most important thing to remember about light is that its presence directly affects a plant’s ability to uptake the many other nutrients in the tank. If you have excess light (either in duration or intensity) but not enough nutrients for the plants to take advantage of all that light, you’ll soon find algae growing while your plants don’t.

Carbon dioxide The vaunted carbon source that all plants need. Carbon is vital for photosynthesis and also in some growth processes.

Normally, there is sufficient CO2 already dissolved in the water, and constantly being exchanged through surface movement in the tank, to suffice for a low-energy planted layout.

Conversely, high-energy setups are so rich in terms of nutrient and light presence that CO2 becomes the main limiting factor for healthy growth. In these cases, an aquascaper will add CO2 using a regulator and a gas bottle to counteract this. CO2 is often promoted as a miracle, leading to fantastic plant growth, but be careful—like all things it must be provided in balance. Too much CO2 without the lighting and nutrients to support it will, in the best case, simply do nothing.

But in the worst cases an overdose can cause a dangerous pH swing or plummet, or even poison fish outright.

Signs of a lack of

CO2 include slow growth in plants, as well as pale or yellowed leaves. In an aquascape, the optimal level to aim for is somewhere around 30ppm, and the easiest way to check for this is with a drop checker—a small glass chamber filled with a bromo blue solution that goes in the tank. If there’s too little CO2 it will turn blue, if there’s too much it will turn yellow, and if it’s just right it will be green.

WHAT’S THE BEST NPK RATIO? There’s no hard and fast answer to what makes the best ratio, with different aquascapers extolling the virtues of their own, unique combinations.

From my own experience, and that of many ‘scapers I’ve known with excellent growth, a safe ratio is to aim for 10-110. That is to say for every ten parts nitrate, you should aim for one part phosphate and ten parts potassium. So, a tank with 30ppm of nitrate should be complimented with 3ppm phosphate and 30ppm potassium.

Tom Ackrill Tom is founder of the Freshwater Fishkeeping Facebook page.

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MICRONUTRIENT DEFICIENCY SIGNS Copper

Nitrogen

Molybdenum

Sulphur

Phosphorus

Boron

New growth wilts.

Stem tip is weak.

Flesh turns slightly pink but not yellow.

Older growth turns pale green to yellow from the tip as nitrogen is removed for new growth. New growth is stunted and weak.

Leaves and veins become pale. Brown spots appear between veins. Tissue browns and dies from the edge of the leaf.

All growth becomes pale, including veins. Leaf tips become brown.

Growth is stunted, leaves turn dark blueish-green initialy.

Turns purple to black in extreme cases.

New leaf buds go brown, die and fall.

Growth is stunted.

Iron

Calcium

Veins may stay greenish, but leaves can become pale.

Zinc

Manganese

Magnesium

Potassium

Yellowing of the leaf, sometimes tan-coloured spots form between green veins.

Older leaves lose colour from the outside in, turning yellow or white. No spots. Extreme cases will see leaves die and fall off.

Browning and curling starts from the edge of the leaf, then yellowing occurs.

Leaves grow pale, thin and short.

Brown spots can form around edges.

Browning starts as localised spots on the edge of new growth eventually turning the leaf brown and dying.

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in the bond you have together.

Sleep affects almost every single type of tissue and system in the body, from the brain, heart, and lungs, to immune function, disease resistance, and metabolism, to mood, memory, and learning processes.

Cat naps!

id

you know

REM sleep in cats was discovered by scientist and sleep researcher William C. Dement in 1958 after studying several felines including his own pet, a black cat called Othello.

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ne of the most important essentials for making sure your pet has a happy and healthy life is often overlooked: plenty of snoozing.

Just as with us, getting enough sleep is absolutely key to good physical and mental health, and it can play a part too

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CAT CARE

Sleep is an incredible regenerative force and cats are renowned for their ability to snooze. But what are the signs that our feline friends are actually getting good sleep?

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How much?

Do cats dream?

Cats are Olympic champions when it comes to sleeping! On average, an adult will snooze for around 15 — 16 hours each day.

Your cat only spends around 25 per cent of that time in deep sleep however; the rest of the time he is dozing, still resting but alert enough to rouse at a moment’s notice.

Kittens and seniors spend even longer sleeping, as much as 20 hours within a 24-hour period.

The reason why cats sleep so much is thought to be the legacy of feline evolution, physiology, and nutritional habits: hunting prey uses a lot of energy and taking a nap between meals conserves energy and helps the body to recharge.

Yes, they do! Like us, cats cycle through different stages of sleep, experiencing both non-rapid eye movement (NREM) and rapid eye movement (REM) sleep. Studies reveal that during the NREM stage your cat is in light sleep, ready to wake for action almost instantly should he need to. This stage may then be followed by a period of alertness, then drowsiness and more NREM sleep, cycling through them several times before moving into REM sleep.

While he’s in REM sleep you may see your cat twitching his paws and whiskers, and spot his eyes moving both horizontally and vertically behind his closed eyelids. In humans, REM sleep is linked to dreaming and it would seem cats and other animals are no different, with studies showing them appearing to act out their dreams while in this stage.

Too much or too little?

How much time your cat spends sleeping varies between individuals as well as according to age. An energetic cat who has had plenty of stimulation and activity may nap for longer periods; sleeping time also tends to increase on cloudy, cold, and rainy days. However, sudden changes in sleeping patterns can be a sign that there’s a health issue, especially if you also notice changes in behaviour. If you notice that your cat is sleeping either more or less than usual, consult your vet.

Cats are crepuscular — that is to say that they are most active at dawn and dusk.

Most adapt their sleeping schedules to their humans, but some will be at their liveliest at those times when you either want to go to bed or don’t want to be woken up in the morning. They are also what is known as polyphasic sleepers; rather than sleeping for one long period like us, they have multiple sleep periods.

Do cats snore?

Again, like humans, some cats snore while sleeping. It occurs when air cannot move freely through the nose and throat, making the tissues vibrate. Overweight cats are more likely to snore than slim ones due to fat build-up around their upper airways, which narrows their oxygen intake. Short-nosed breeds, such as Persians, Exotic Shorthairs, and Himalayan cats, also have more of a propensity to snore because the shape of their heads can result in narrowed nostrils, nasal passages, and nasopharynx.

Respiratory infections, allergies, or a foreign body, such as a grass seed trapped in the nose, can also be a cause of snoring.

If your cat is normally a quiet sleeper and suddenly starts snoring, ask your vet to check him out.

Cat owners will be familiar with the scenario: you get out your laptop, switch it on, and immediately your cat magically appears out of nowhere and nothing will do but that he takes a nap on it. It can’t be that comfortable, so why do they do it? There are various theories, including being drawn to the flickering screen, marking it as their property, because it’s warm, attention seeking, because it smells of you, or even that the keypad makes an interesting toy. Take your pick!

Cats have the ability to get comfortable in the most awkward looking spots, and in a wide range of sleeping positions, many of which look uncomfortable to us. The posture they adopt can be a yardstick of health when taken into consideration with other physical and behavioural indicators. A cat that adopts the ‘loaf ’ position for example, with paws and tail tucked in, is usually thinking about (or taking) a brief nap; a sick cat rarely sleeps like this unless he is worried about falling into a deep sleep — maybe he’s feeling off colour and vulnerable, or is worried about a new arrival in the house. If he’s constantly sleeping like this, he’ll only be dozing and not getting enough of the deep sleep he needs.

If your cat sleeps in a variety of positions, it’s likely that he’s fine; it’s when he adopts one sleeping position all the time that warning bells should ring, suggesting that he is maybe under the weather and needs a vet check.

A cat sleeping with one or both eyes open may be absolutely fine; but if he does it a lot, it can be a sign of feeling unwell as he won’t be able to manage more than a light nap like this.

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An igloo bed can help make a cat feel more secure.

Sleeping positions

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id

you know

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CAT CARE

The term ‘cat nap’ has been around since 1823.

Sometimes called a ‘power nap,’ it’s a short snooze during the day which is supposed to refresh and revitalise the sleeper.

Beds

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Beds come in all shapes, sizes, colours, and fabrics, and at prices to suit all pockets, from bargain to high-end. But just as you have personal preferences about bed mattresses, so do cats and these may be liable to change as they grow older and become less mobile, or at any time in his life if there are health issues.

However, as author Eleanor Farjeon famously observed in her well-known poem: “Cats sleep anywhere!” so don’t be offended if your cat doesn’t spend all his sleeping time in the bed you’ve purchased for him. Felines like to vary the places where they rest. This is thought to be a survival instinct which has been passed down to domesticated cats from their wild ancestors. Most will tend to gravitate to areas that are quiet, afford a degree of privacy, are warm, and draught-free.

Some nervous cats may appreciate an ‘igloo’ type bed that increases his sense of security, others might prefer a high area like a cat tree to sleep on. A survey of 1,177 cats found that most of them had five preferred sleeping areas around the house.

Changes in the home — visitors, a second cat, new furnishings (or even just moving the old ones) — can make your cat feel anxious and unsettled, and may lead him to search out new hiding places to sleep in.

Sharing your bed

Don’t disturb!

According to polls, over half of all guardians share their beds with their cats — but don’t start doing it if it’s not a habit you plan to continue. Suddenly shutting your cat out of the bedroom after he’s grown accustomed to being allowed access can lead to him becoming frustrated and even destructive.

There are pros and cons for having a furry bedfellow; on the plus side, it’s said to strengthen the bond between you, and to help you both feel safe, calm, and relaxed — important factors in being able to enjoy quality sleep time.

The downside is that some cats may disturb your own sleep! There may also be potential health risks including exposure to bacterial infections, debris from the litter tray being tracked into the room, and parasites, so regular grooming, parasite treatments, and changing your bedding is important if you want to share the pleasures but not the pitfalls of bed sharing.

The prophet Mohammed is said to have cut off a sleeve and Nobel prize winner Albert Schweitzer to have written prescriptions with his right hand (he was left-handed) so as not to disturb their cats who were sleeping on their arms. They obviously knew what they were on about — just as it’s wise to let sleeping dogs lie, it’s best not to interrupt your cat’s slumber. Especially if in a deep sleep, they may be disoriented if woken abruptly and might react defensively; he could at best give you the cold shoulder!

Toni Shelbourne A Tellington TTouch practitioner and certified animal behaviourist.

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CAT PROBLEMS SOLVED!

Cat Care Question

He doesn’t always come home

Q

My cat sometimes doesn’t return home for a couple of days.

Should I be worried? We put food down for him and sometimes a bit goes but we won’t see him. I presume he’s out hunting or staying at other people’s houses. Should I be concerned that he might get hurt or want to live somewhere else?

A

As cat parents, it’s always a worry when our cats wander off and difficult for us not to feel in control of what’s happening to them. But you’re right in thinking that your cat could be hunting. For some cats the urge to hunt is very strong, despite the fact that we now feed them! And speaking of feeding yes, it’s also possible that some wellmeaning individual is providing him an al a carte dining experience unaware that he has a home, after all, cats are master manipulators! There are also other reasons why he might want to stay away from home.

The need to establish and maintain a territory is a fundamental need for cats and some spend many hours outside patrolling, looking out for possible feline interlopers, as well as other threats, to their safety.

It’s also possible that there’s something about his home environment that he can’t

tolerate, be this a lack of environmental enrichment, the inability to establish a territory, the presence of another cat, or even people that he doesn’t want to be around. Under these circumstances, he might just vote with his paws and take himself off elsewhere.

Although you can’t stop him roaming, there are things you can do to tempt him back such as: ● Making being at home stimulating and fun. You can achieve this by scheduling daily interactive play with him and by providing different toys each day (on a rotation basis) for him to play with on his own. His food can be given to him in puzzle feeders, and those that move, such as the ball feeders, might appeal to his hunting instinct! Plenty of high places, hiding places, and scratchers that he can deposit his scent on while scratching will help him feel safer in his environment. ● Feeding him small frequent meals can be a good idea along with tasty treats when he appears, to reinforce that fact that coming home is a positive thing. ● If your cat shows any sign of anxiety in the presence of people, make sure that you allow him to initiate all interactions.

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● You can also train your cat to come back when called through the use of his name alongside another sound that represents a reward! ● You can ask the people in your neighbourhood not to feed him or place a safety collar on him with a tag so that people know he has an owner.

Coming to terms with the fact that outdoor cats are free spirits, able to come and go as they please, can be one of the most difficult things about being a cat parent, but bear in mind that your cat might just be enjoying himself!

Clare Hemington DipCAPBT is an accredited feline behaviourist. She has a cat behaviour referrals practice and runs her Honeysuckle Cat Toys business with the help of her Siamese, Billy.

You can find out more from her website: www.honeysucklecattoys.co.uk

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CANINE NUTRITION SERIES

Part

2

rotein is one of the important macronutrients found in our dog’s food. Protein is essential to support the growth, development, and repair of tissues in our dog’s bodies.

Protein can also be used to supply energy to ‘fuel’ our dogs’ activity. Young and active dogs will often need diets with enhanced levels of protein to support the extra demands of growth placed on their bodies. We also know that protein is a critical daily nutrient for all dogs because proteins cannot be stored. A diet rich in quality, digestible protein can help support the good health and well-being of our dogs.

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Proteins are large, complex molecules that are effectively chains of amino acids linked together.

A is for Amino Acids 58

In the second part of the nutrition know-how series, Jacqueline Boyd focuses on the very important amino acids.

But, while we know dogs have a nutritional requirement for protein, it is actually the building blocks of proteins, the amino acids, that are really required. These are essential in the body because critical structures such as ligaments and tendons are made of protein and, thus, amino acids.

Many hormones and other important substances in the body, such as the molecules involved in the functioning of your dog’s immune system, are also proteinrich, so a good supply of amino acids is critical for bodily function.

Let us examine what amino acids are and why they are important for your dog’s overall nutrition.

chews, or even shoe leather if your dog has managed to accidentally acquire and consume your footwear!

On the other hand, some proteins are highly digestible, and their amino acids are easily released to be used by the body – eggs Protein can be used to supply energy to ‘fuel’ our dogs’ activity.

What are amino acids?

Amino acids are essentially the building blocks of proteins. Proteins are large, complex molecules that are effectively chains of amino acids linked together. When protein is digested, it is broken down to its constituent amino acids, and these are absorbed by our dogs and used in their bodies for a number of key functions.

Some proteins are highly complex and difficult for our dogs to digest, meaning their amino acids cannot be released and used by the body. Examples of such proteins include hair, feathers, and some rawhide www.petproductmarketing.co.uk

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and lightly cooked meats often fall into this category. If you have heard of hydrolysed protein, common in many diets for very sensitive dogs, this means that the protein part of the diet is effectively already broken down into its amino acids. This makes it less likely your dog will have a reaction to the protein and can also help your dog access the amino acids easily.

Are there different amino acids?

There are approximately 20 commonly occurring amino acids found in nature.

These different amino acids will be found in different amounts and combinations in a range of proteins, from plant and animal dietary ingredients. We often consider animal-derived protein to be of higher quality and biological value in a diet than plant-derived protein. However, in many cases, a diet containing both animal and plant-derived protein ingredients can be useful as each type of protein will supply a range of different amino acids – very useful in meeting your dog’s overall dietary needs.

Essential and non-essential amino acids Amino acids are categorised as either essential or non-essential. Essential amino acids are those that must be provided in the diet, otherwise your dog will become deficient in them and be unable to make the proteins important within their body.

There are 10 essential amino acids for dogs – histidine, isoleucine, leucine, lysine, methionine, phenylalanine, threonine, tryptophan, valine and arginine. Each will be required in slightly different amounts based on your dog’s individual biology.

The non-essential amino acids may still be present in the diet, but can also be synthesised in your dog’s body. This happens because of some clever biochemistry where your dog can use the molecular ‘skeleton’ of one amino acid to make another. Examples of non-essential amino acids include glycine, found in high levels in bone broth and

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collagen (a type of protein found in skin and other body structures), and serine that is rich in eggs. While a dietary supply of non-essential amino acids is not critical, sometimes supplementation can be useful for supporting the health of some dogs.

Taurine and carnitine – non-essential but interesting amino acids for our dogs If you look at the nutritional information on many commercial dog foods, you might see they include taurine and/or carnitine.

These are both classed as non-essential amino acids because our dogs can synthesise them. However, in some cases, dietary supplementation of these may be beneficial.

Taurine is important for heart and eye health. Dogs with a taurine deficiency can suffer from problems with their vision or a heart condition called dilated cardiomyopathy (DCM). There has been some recent concern about some dog diets potentially being linked with taurine deficiency and research is still examining potential reasons why. However, feeding a well-formulated diet that includes ingredients likely to be high in taurine, such as animal tissues and other key amino acids that can be used to synthesise taurine, should be sufficient.

Interestingly, taurine is an essential amino acid for cats because they are unable to make it in the same way that dogs

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can. This is why knowing the nutritional requirements of individual species is so important.

Carnitine can also be made in our dogs’ bodies from the essential amino acids, lysine and methionine. However, supplementing diets with carnitine can be useful for highly active dogs because it helps cells function well by supporting the conversion of dietary lipids into fuel. Carnitine is also potentially useful for supporting weight management in dogs who might have a larger-than-ideal waistline.

Amazing amino acids It is clear amino acids are essential components of our dogs’ diets, with a number of key roles in the body. By ensuring we feed our dogs a diet rich in digestible and quality protein, we can ensure they have a suitable and appropriate intake of amino acids to support their overall health and well-being.

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JACQUELINE BOYD is an animal scientist, canine coach, nutritionist, writer, lecturer and cocker spaniel aficionado.

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12/07/2024 09:46

DOG ADVICE

YOUR PROBLEMS SOLVED Chewing and scratching ’ve noticed that my dog has been scratching and chewing at their paws. Could this be a sign of allergies?

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First of all, it’s really great you’ve noticed this behaviour and are enquiring about it.

Just like us, dogs can of course get the odd ‘itch’, promptly eased with a quick scratch or nibble/chew of the itchy area. But, secondly and very importantly, persistent chewing, scratching, and/or nibbling at any area of their body is always worth talking to your vet about.

Medically, there could be many reasons for this type of activity – including parasites like fleas or mites, dietary or environmental sensitivities/allergies, or injuries like grazes, cuts, torn claws, and embedded thorns/ grass seeds – all of which would need to be investigated by your vet in order to be treated.

Sometimes though, a dog might chew themselves, or lick their feet for example, again and again in response to feeling emotionally uncomfortable about a specific situation. It’s thought this repeated activity can be self-soothing, helping them feel less worried. Now that sounds like it might be helpful, BUT, if a dog keeps doing this

because it helps them feel better in a situation in which they’re uncomfortable, it could become a habit. They might then repeatedly lick or chew themselves so often that they start to make themselves sore.

Think of this a bit like someone who bites their nails when they’re anxious about something. Initially, it’s a way of distracting and directing themselves into an activity they can control, but the longer they do it the more damaged and sorer their nails become, and of course they then find it hard to stop! Another reason for this behaviour might be because a dog is sore somewhere else in their body, somewhere they can’t reach to nibble on, so they chew another body part such as their feet, which they can easily access. Please book a vet check to rule out any underlying medical cause or contributing factor for this behaviour.

Before the appointment, consider keeping a diary, recording when/where it happens, to

see if there is any pattern to the behaviour, does this only happen when your dog is left alone or when visitors are present, or when you’ve walked them in a certain park, for example. This type of helpful information can help a vet work out if the problem is medical or purely emotional in origin.

Medical factors can be treated right away by your vet – or investigated further if necessary – and if there isn’t any medical/ painful reason your vet can refer you to an accredited clinical animal behaviourist to help identify what’s causing your dog to carry out this behaviour and how to help resolve it. Meanwhile, telling a dog off for doing this (or anything!) is never helpful as it can make them worried about how you might behave. Instead, if you’re worried, and they’re chewing/scratching themselves dangerously, interrupt the behaviour and distract them from doing it by engaging them in a game, or by giving them something fun to do by themselves, like enjoying a food-releasing puzzle toy or snuffle mat.

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12/07/2024 09:18

What are the common signs of stress or anxiety in dogs?

his is a great question, because the common initial signs of stress or anxiety are easily, and therefore often, overlooked! Dogs communicate with their whole bodies, the way they behave, their voices, and also through deliberate use of scent – for example, they exude pheromones which, through smell, can tell other dogs lots of personal information, including how they’re feeling. However, this remains beyond our human capability. Thankfully Dogs Trust have a helpful guide: https://www.dogstrust. org.uk/dog-advice/understanding-yourdog/body-language

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Very obvious signs a dog is feeling uncomfortable about something that is happening, or might be about to happen, might include whining/barking and frantically trying to seek our attention, or get away from whatever it is that’s troubling them or behaving aggressively to try to make whatever’s troubling them go away instead. However, recognising the subtle signs of increasing discomfort means we can help dogs feel safe long before they become this upset.

Subtle signs of escalating stress/anxiety include muscles becoming tense, slowed movement, and lowering their body to the floor, as though attempting to appear smaller/less threatening. Ears are held back, tighter against heads, and with narrowed eyes to avoid staring intently, which could be intimidating to others. But you might also see the whites of eyes as they scan for

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potential danger. As facial muscles tighten, foreheads become furrowed – like many of these signs, difficult to detect in fluffier dogs. Watch for little repeated tongue flicks and lip-licks. Dogs might also yawn and pant when not at all tired, or hot. Another giveaway sign are tails lowered and/or tucked right beneath tummies.

Anxious dogs generally want to avoid whatever’s concerning them, so might move behind you, turn their heads, or lean away. They’ll want to keep aware of any danger so could become vigilant and agitated; however, are likely to keep their weight backwards, in the way you might lean back in your chair if a scary spider suddenly appeared crawling across your computer screen. They might also lift a paw to demonstrate zero desire to join in any activity. You might see their tail tip twitch very slightly, too.

Other signs might include trembling and pacing because their body is full of nervous energy. A dog might also jump up much more than usual and appear demanding

something of you, they might also grab treats less gently than usual. You might also see a change in eating or sleeping patterns, as well as changes in usual behaviour – for example, not wanting to play or walk in a particular place any longer. It’s important to consult your vet when you believe your dog to be stressed, because the reason might be medical, and your vet can either rule out any trouble brewing or treat it nice and early! Your vet can also refer you to an accredited clinical animal behaviourist to help you get to the bottom of your dog’s stress/anxiety and help them feel and behave differently.

Tamsin Durston is an expert behaviourist who works for Dogs Trust.

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12/07/2024 09:18

PUZZLES

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Take 10 minutes out your day to have a fun, mental workout! We’ve got a series of puzzles to get those little grey cells working!

SPOT THE DIFFERENCE

Can you spot the five differences between these two pics?

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Across

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2. Cryptocurrency that became highly popular in recent years (7) 3. Country known as the Land of the Rising Sun (5) 4. What is acrophobia a fear of? (7) 9. Major golf tournament known for its green jacket prize (7) 11. Famous prehistoric monument in Wiltshire (10) 12. What part of the body is the meniscus found in?(4)

1. Popular sitcom set in New York City (7) 5. Food made of mashed chickpeas and tahini (6) 6. ___ Bellingham England football star (4) 7. French military leader who became Emperor (8) 8. What is the smallest US state by area? (5,6) 10. Popular social media app for short videos (6)

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12/07/2024 08:52

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