PPM February 2024 by Pet Product Marketing

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

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

February 2024

Pet Product Marketing

The raw pet food essential

Q&A Exclusive interview

Wild Animal Feeding Special!

Tony Raeburn of Pets Choice

Consumer Product Awards See what cat and dog owners voted as the best pet products

NEW!

Feed them

HAPPINESS! supremepetfoods.com LET’S GET CONNECTED @supremepetfoods

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Say hello to our new range of great value dog treats, blending super-tasty delights with wholesome nutrition and essential nutrients. We believe in pet parents feeding their fur babies happiness, because at Tiny Friends Farm, happy pets are our pride and joy. Find out more about our new dog treats range:

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WELCOME t’s the ﬁrst issue of the year — I hope you’re all having a great start to 2024. At this time of year, many people are attempting to make positive changes in their lives. I think that is a great idea, but, if I am honest, I really don’t like the mantra: ‘new year, new me!” In my opinion (and it is just my humble opinion!), it’s not about throwing the old you out and starting anew. It is about using your experience — good and bad — to make a better (and ultimately happier) version of yourself. If I was to give this a mantra, perhaps “a better year through a better me” would be more appropriate. Setting a goal of having a better year in 2024 by improving yourself is a lot more realistic and worthwhile. I love a good podcast. And one I listened to with a famous football manager (I am a big football fan) really stuck with me as he shared a technique we can all use. What he does is from time to time, approach his job as if he had just been appointed. So, he’ll get his staff

together and they will analyse the current situation as if they are new to the role. They will look at how the culture is, what improvements can be made, and identify new opportunities. I love this idea — rather than get caught up in the emotion of reﬂecting, analysing the current situation as if we had no part in it can give real clarity. It can make it easier to arrow down onto what positive changes we can make. As someone who often ﬁnds it easier to give advice rather than follow their own, I’ve already started using this concept. I think it can be helpful to us as individuals and for our work or businesses. So, I hope whatever your goals are for your shop in 2024 that Pet Product Marketing can support them. We will keep bringing you new products, news, trade show opportunities, pet care advice you can share and more… across different channels. And we’re always open to feedback too, please just drop me an email!

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 Ellis O’Connell, marketing exec

Nigel Fish, design and production manager Stephen Tanner, key account manager (advertising Pet Product Marketing) Andrea Walters, key account manager (advertising Your Dog/Your Cat)

Mike Mike Hallam - Editor, PPM.

Kay Cotterill, classiﬁed sales (all titles) Printed by Warners Midlands plc

Contents 4 News The latest news from the pet industry. 12 New Products What new products are hitting the market? 20 On the shop ﬂoor We hear from an online pet product retailer. 22 Your Dog Product Awards Find out which products were voted the best by dog owners. 26 Your Cat Product Awards Find out which products were voted the best by cat owners. 30 Q&A on raw pet food We answer all the essential questions on raw. 33 Business advice How onboarding can help you retain

James Buzzel, publisher

top class staff. 34 Wild Animal Feeding How to cater for the market of people who feed animals in their garden. 40 Pet Trade People Exclusive interview with Tony Raeburn of Pets Choice. 44 Building brand values Leading marketing agency NOBULL delve into how to create brand identity. 46 Treats, training and positive reinforcement How you can train small companions. 48 Dog advice A fascinating insight to separation anxiety. 52 Cat advice We look at feline ﬁrst aid. 54 PPM Puzzles! Enjoy a fun mental workout!

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

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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10/01/2024 10:29

NEWS

PPM News Fe b r u a r y 2 0 2 4

PIF Awards 2023 Winners Announced

The much-anticipated PIF Awards were revealed at the gala black tie ceremony in November, with over 20 categories of winners announced. The 2023 PIF Awards are highly coveted in the pet industry, celebrating the inspirational success stories of the past 12 months. Nigel Baker, CEO of the Pet Industry Federation, commented: “In PIF’s 75th anniversary year, the Awards were the biggest yet, with a move to the bigger location of Chesford Grange to accommodate the increased numbers of guests wanting to attend. Winning a PIF Award means so much to the businesses that enter and our judging panels certainly commented on the standard of ﬁnalists this year. It is truly inspirational to see the diversity and sheer hard work within our industry and at PIF we are honoured to be able to reward this with the PIF Awards.” The winners were: Cattery of the Year 2023 – presented by Jollyes Boma Cattery Dog Daycare Business of the Year 2023 – presented by Collar Tom & Toto Dog Walking Business of the Year 2023 – presented by James & Steel & BAM! Everypawdy Export Business of the Year 2023 – Associated Veterinary Services Pet’s Up Products Grooming Business of the Year 2023 – sponsored by Tuft App Palmer’s Dog Grooming Home Boarding Business of the Year 2023 – sponsored by Cliverton Poocheecare Independent Retailer of the Year 2023 – sponsored by

Pets Purest Named in Fast Growth 50 Index Natural pet brand Pets Purest has announced that they have been named as the 35th Fastest Growing Company on the North of England’s 2023 Fast Growth 50 index. The index for the North of England has highlighted businesses from multiple sectors that together generated a turnover of £1 billion, at an average growth rate of nearly 200%, with the creation of over 4,789 jobs last year across the region. Wilmslow-based Pets Purest are all about preventative pet

Natures Menu Pet Stop, Market Deeping Kennel of the Year 2023 – sponsored by Millin Brook Luxury Dog Boarding Royvon Lifetime Achievement Award 2023 – sponsored by Impact Exhibitions & Events/PATS Jim Weston Marketing Campaign of the Year 2023 – presented by PBW News Eden Holistic Pet Foods Manufacturer of the Year 2023 – sponsored by Anthesis Bella & Duke New Business of the Year 2023 – presented by Lopay Pickles Pet Pantry New Product Award 2023 – Accessories – presented by Su-Bridge Twiggy Tags – Trailﬁnder Lead New Product Award 2023 – Food - sponsored by Pedigree Wholesale Walker & Drake – Puppy & Small Breed Food New Product Award 2023 – Health & Hygiene - presented by Su-Bridge Poorly Paws – Dog First Aid Kit New Product Award 2023 – Treats – sponsored by Pedigree Wholesale Mr Bug – Bug Bites Online Business of the Year 2023 Tippaws Pet Behaviourist of the Year 2023 Puppy Tales Pet Retail Chain of the Year 2023 – sponsored by Naturo Pet Foods Jollyes – The Pet People Pet Services Business of the Year 2023 – presented by Cliverton Shropshire Canine Pet Store Manager of the Year 2023 – Jollyes Adele Cook – Pets Corner, Horsham Supplier of the Year 2023 Johnson’s Veterinary Products Sustainability Award 2023 Doglyness Wholesaler of the Year 2023 - sponsored by Teddy’s Treats Su-Bridge Pet Supplies

health and wellness, supporting pet owners in making their pet’s well-being part of their daily routine with a range of convenient and effective health supplements. Also offering a range of natural treats and enrichment products, this 100% natural approach has seen them make a signiﬁcant impact within the pet industry and is reﬂected in their sustained growth in recent years. “We pride ourselves on being real people making real products for real pet owners and their pets.” said Oliver Bristowe, Co-founder at Pets Purest. “Without the support of our customers, partners, and the wider pet community, we wouldn’t have been able to achieve what we have in recent years, so these achievements are really dedicated to them.” For more information about the Fast Growth 50, please visit www.fastgrowth50.com Discover more about Pets Purest at www.petspurest.com

www.petproductmarketing.co.uk

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09/01/2024 16:20

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10/01/2024 10:33

NEWS

New directors join OATA Board Five new directors were welcomed to the OATA Board at the trade association’s Annual General Meeting which was held in November. Ben Bowles, of Pets at Home; Paul Hughes, of Advanced Aquarium Consulting; Phil Jones of Kingston Koi Company; Max Pedley of Ornamental Aquatics Wholesale; and Maurits van de Pol of Aquadistri UK Ltd will all now attend board meetings, which take place four times a year. EcoMarines’ Laura Carlin officially started her two-year stint at the helm and Dr Donna Snellgrove, of Mars Petcare, takes on the incoming Vice Chair mantle. OATA also said goodbye to Ian Paton of Pets at Home and Pete Carey of CASCO who resigned prior to the AGM following changes of roles. OATA Chief Executive Dominic Whitmee said: “It’s great to welcome new people to the Board and we look forward to hearing their perspectives in our discussions. We are incredibly lucky to have people who volunteer their time to help OATA and stay with us for a long time. Their hard work and commitment are much appreciated by the staff team.” OATA’s Board of Directors is currently made up of 17 people

who represent the whole of the industry, from wholesalers and manufacturers to importers and retailers. The complete OATA Board of Directors is now made up of: Ben Bowles, Pets at Home; Laura Carlin, EcoMarines; Robert Edgecock, Independent Aquatic Imports Ltd; Caroline Everett, Anglo Aquatic Plants Co Ltd; Neil Hardy, Neil Hardy Aquatica Ltd; Paul Hughes, Advanced Aquarium Consulting; Phil Jones, Kingston Koi Company; Simon Langdale, Maidenhead Aquatics; Philip Lawton, Kidsgrove Tropicals; Rob Peck, The Coral Centre; Max Pedley, Ornamental Aquatics Wholesale; Brian Schaff, TMC; Pete Smith, Aquasense (UK) Ltd; Dr Donna Snellgrove, Mars Petcare; Matt Stevenson, Seneye; Maurits van de Pol, Aquadistri UK Ltd; and Ben Windeatt, Pets Choice. To ﬁnd out more about OATA, visit https://ornamentalﬁsh.org/

Heritage Brand GWF Nutrition Unveils New Look 6

Feed and supplements heavyweight GWF Nutrition has unveiled a fresh new look, designed to connect with pet owners across Britain on a more personal level, including a new logo and strapline. GWF Nutrition owner Simon Vowles said: “We’ve been harnessing nutrition to help animals live better lives since we started out in 1971. Over 50 years on and that mission is still at the very heart of everything we do. “As well as communicating our legacy and our expertise, the new look is designed to feel personal, warm, and approachable. Ultimately our customers need to know that they’re in safe hands.” The new logo will be phased in over the next few months. “We’ve already started rolling it out across our digital channels and product packaging, although you may still see our original logo out there while we work through the entire range. Look out for Joint Aid for Dogs in particular, which will be featuring the new look very soon!” Founded in 1971, GWF Nutrition is a Wiltshire-based manufacturer of specialist, high speciﬁcation animal feeds and supplements, all formulated with the pioneering Oatinol Delivery System. GWF Nutrition has earned an enviable reputation within the animal feed market for its innovative and natural approach to animal nutrition. Key products in the range include Joint Aid for Dogs and Equilibra Feed Balancer. To ﬁnd out more, visit https://www.gwfnutrition.com/

James Grant of Fold Hill Foods passes away

Announcement of the death of Mr James Grant, of Fold Hill Foods Ltd: It is with great sadness that Fold Hill Foods announces the passing of one of its owners, James Grant. Our deepest sympathies go out to all those who knew him, and our thoughts are with the Grant family at this time. Ben Mankertz, Fold Hill Managing Director said: “James was passionate about our business and about the countryside he farmed, sharing his knowledge and enthusiasm with employees as well as those within our industry for more than 40 years. He was a colourful character who will be greatly missed.”

www.petproductmarketing.co.uk

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09/01/2024 16:22

Bone Idol Academy launches introductory online ﬁrst aid course for dog owners

Dechra launches hard-hitting Cushing’s campaign Dechra has unveiled a hard-hitting nationwide campaign to raise awareness of Cushing’s syndrome among dog owners and drive them to vet practices for diagnosis, treatment, and monitoring. This follows a survey of 1,000 UK dog owners that revealed that over three-quarters (77%) would put many of the top ten signs of Cushing’s down to ‘old age’, meaning that their beloved dog could be left suffering. For every 100 cases of Cushing’s syndrome treated, a further 57 are suspected but not diagnosed. The ‘Prime Suspects’ campaign encourages dog owners to become a ‘Cushing’s Detective’ and look out for signs in their dogs in an imaginative and engaging way. A series of characters have been developed to educate dog owners about the many signs of Cushing’s such as: hair loss, excessive urination, increased appetite, excessive panting, and lethargy. The characters featured in the campaign include Panting Patsy, Leaky Larry, Lazy Lynn, Greedy Gus, and Little Patch. A nationwide pet-focused multimedia campaign will support the ‘Prime Suspects’ initiative and will include TV and print advertising, online banners, pay per click advertising and social media to engage owners and encourage them to seek advice from their vet if they suspect Cushing’s in their dog. Sarah Musgrave, companion animal brand manager at Dechra, says: “Our research identiﬁed that 48% of dog owners worry about their pet’s health and welfare more than their own, however owners are often unable to spot the many varied signs of Cushing’s, as they are simply put down to dogs getting old or undesirable behaviour. Our ‘Prime Suspects’ campaign will help address this by highlighting the many signs of Cushing’s among dog owners and drive them to seek help and advice from their vet.” For further information on Cushing’s, visit https://www.suspecting-cushings.co.uk

The Bone Idol Academy is urging pet parents to get clued up on canine first aid, by offering an accessible and informative online course. The aim of the £30 course is to get as many people as possible to learn the basics of canine first aid, so that they react calmly and appropriately in a crisis. Many pet parents choose to do hands-on first aid qualifications or courses, but others maybe don’t have the time, or money to take that step, so Bone Idol tutor Jon Clark says that this course is the introduction to the subject which will give dog owners key life saving skills. He said: “The more people that have the basics of canine first aid the better, and this course, which can be done at your own pace, takes around two hours in total to complete and contains great information, which will help you react quickly and decisively in an emergency. “From the basics of CPR, to understanding when to call the vet, this course is a great place to start for people who are strapped for time. It’s a positive step in the right direction and will help keep your dog and other dogs you meet safer.” Qualified tutors at the Bone Idol Academy have taught canine first aid qualifications, so this short course distils some of that key information in a bitesize and easy to digest way. Topics on the video course which is led by Jon include CPR, poisoning, wound care and choking, and some modules include demonstrations of key techniques. To find out more about the course, visit: https://boneidolacademy.com/ dog-first-aid-for-pet-parents-course

Karen Hubbard has joined Vital Pet Group as Marketing Manager Karen Hubbard has joined Vital Pet Group as Marketing Manager. She joins the business following nearly seven years of working in the pet industry at Bestpets and Kennelpak. About her appointment, Karen said: “I am passionate about working in the pet industry and I am thrilled to join Vital Pet Group. The team is developing and growing and there are many plans to take Vital Pet Group to the next level within the pet industry. I’m looking forward to working with my new colleagues and suppliers, as we aim to redeﬁne the Vital Pet Group’s presence, ensuring it resonates not just within the industry but, most importantly, with our customers. “We are already working on opportunities for 2024 and with my knowledge of the industry, along with my network of valuable contacts, I hope to use this experience to make a meaningful impact in my new role.” Peter Brame, Group Trading Director, said: “We are delighted to welcome Karen to our team during this period of business growth. She brings with her a wealth of knowledge, great enthusiasm, and a strong commitment to assisting our retailers in boosting sales. We have a lot of new projects in progress, and in response to valuable feedback from our retailers, we’re looking forward to implementing some exciting changes starting in 2024.” To ﬁnd out more about Vital Pet Group, visit www.vitalpetproducts.co.uk

www.petproductmarketing.co.uk

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09/01/2024 16:26

NEWS

New recycling solution for vets, animal shelters, kennels, and groomers

TerraCycle has announced the launch of VetCycle, a national recycling solution designed to provide a convenient recycling solution for the hard-to-recycle waste commonly generated in large volumes by veterinary clinics, animal shelters, kennels, and pet groomers. VetCycle utilises its Zero Waste Box solution to enable the likes of veterinary clinics, animal shelters, kennels and pet groomers to recycle items including personal protective equipment (PPE), plastic pet food packaging, pet products like leashes, muzzles, and brushes, medicine blister packs, as well as general business related supplies like office stationary and more, which would otherwise be destined for landfill and incineration due to the complex mix of materials they contain. Veterinary clinics, animal shelters, kennels and pet groomers can start recycling with VetCycle in 4 easy steps: Order — staff order boxes that suit their needs which are shipped directly to their practices. Collect — VetCycle boxes are placed in designated high-traffic areas throughout the location to easily collect the various categories of waste. Ship — once full, the location sends their box to TerraCycle via UPS. Recycle — the waste is saved from incineration or landfills and recycled by TerraCycle. Once collected, the pet care business related products and packaging are sorted and separated by material composition. The separated items are then cleaned, shredded, and made into new recycled products such as outdoor furniture and decking, playgrounds, benches, or watering cans. Julien Tremblin, General Manager for TerraCycle Europe commented: “A busy day at a vet clinic, animal shelter, kennels or pet grooming business can generate a tremendous amount of waste. We developed VetCycle to address this waste issue and provide a simple and convenient way for pet care professionals to rethink their waste disposal practices and divert this waste from landfill and incineration by instead recycling it.” To learn more about VetCycle, visit www.vetcycle.co.uk

UK Pet Food Ignites Conversation on Innovation, Sustainability, and Future Food Systems UK Pet Food, formerly known as PFMA (Pet Food Manufacturers’ Association), hosted its Annual Convention in November at the prestigious Stationers’ Hall in central London. Under the theme ‘Our World & Our Pets’, the event brought together pet food companies, representatives from the welfare and veterinary sectors, and policymakers. The convention served as a platform for industry leaders and experts to engage in discussions on pivotal topics such as innovation, sustainability, food security, and the evolution of future food systems. Participants explored ways to enhance the well-being of pets while addressing broader global challenges. Key highlights from the day included presentations from policy advisor Marisa Heath, who kicked off the event with her predictions about the impacts of the next general election on the pet food industry. Marisa was followed by food campaigner and co-founder of Leon, Henry Dimbleby MBE who outlined his views on the Pet Food Industry’s important role in future food systems. Continuing to look to the future, Owen Ensor, Chief Executive of a cultivated meat business for the pet food sector, explored the use of alternative proteins and Dr Alastair Leake – Head of the regenerative farming enterprise – the Allerton Project, discussed how the countryside was adapting. The presentations were followed by an interactive panel discussion, led by UK Pet Food Chair – Claire Robinson-Davies of Nestle Purina. Continuing to address society’s bigger issues, a keynote address was provided by Anna Kennedy OBE of the Anna Kennedy charity, which was founded to promote inclusion and equality of autistic children and adults throughout society. UK Pet Food member, Hillary Pearce of Hill’s Pet Nutrition commented: “The agenda was ﬁlled with inspiring but downto-earth real talk about sustainability, animal welfare, and how to improve the workplace for neurodiverse individuals. It was forward-thinking and aspirational, but in a way that made it clear that this future is now.” The Annual Convention reaffirms UK Pet Food’s commitment to promoting responsible and sustainable practices within the industry. By fostering collaboration and embracing innovation, the organisation aims to contribute to the well-being of pets and address the evolving needs of our world. To ﬁnd out more about UK Pet Food, visit www.ukpetfood.org

www.petproductmarketing.co.uk

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09/01/2024 16:35

7 – 10 May 2024 | Nuremberg, Germany

38th International Trade Fair for Pet Supplies

SEE WHAT’S NEW AT INTERZOO! Find out about the latest trends and developments in your industry. Discover a wide range of innovative products and services for pets. Experience on-site what makes the world‘s leading event Interzoo so unique.

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10/01/2024 10:34

NEWS

Supreme’s Russel Rabbit Twiggies win Pet Business Industry Recognition Award

Supreme Petfoods has won the prestigious Pet Business Industry Recognition Award in the Small Animal Treats category for its Tiny Friends Farm Russel Rabbit Twiggies. The annual awards celebrate outstanding and innovative products, and this accolade marks the culmination of a successful year for the company. Launched earlier this year, Russel Rabbit Twiggies are an exciting addition to the award-winning Tiny Friends Farm range of treats, food, and bedding. Combining apple and blackberry in a crunchy baked bite, Twiggies are suitable not only for rabbits but also other small pets, including guinea pigs and hamsters. Whether hand fed to strengthen the pet-owner bond or hidden around enclosures to encourage natural foraging behaviour, Russel Rabbit Twiggies are designed to help provide enrichment and enhance small pet wellbeing. Claire Hamblion, Marketing Director at Supreme, says the company is delighted to gain recognition for the new treats. “The expansion of the Tiny Friends Farm range is in response to the needs of pet owners who are navigating today’s challenging economic landscape. We understand the ﬁnancial constraints they face and strive to deliver excellent value for money.” “While pets are remarkably recessionresistant, cost-of-living concerns mean that many owners are having to be mindful of their spending. Pet parents are looking for great value when they shop, but also the reassurance that they are providing the best for their four-legged friends. The Tiny Friends Farm range aligns with these values and continues to go from strength to strength.” To ﬁnd out more, contact Supreme Petfoods on experts@supremepetfoods. com or visit www.supremepetfoods. com/products

Pedigree Wholesale have launched their new look Pet People Magazine New for 2024, Pedigree Wholesale have introduced a new look and layout for their Sales and Offer Brochure, ‘Pet People.’ They are entering the year with a fresh, new style for the magazine, and with it, new useful content, special offers and rollbacks on pricing. In their ﬁrst issue of 2024, they are focusing on products to help keep pets healthy by featuring a selection of low-fat food and treats, plus some solutions to help pets eat their food more slowly after indulging over the festive period. Pedigree Wholesale have also introduced a new ‘Seasonal’ section into the brochure, where they will highlight key seasonal sellouts throughout the year. For January, they are celebrating

Mersey Raw and Leucillin named as lead sponsors of the Natural Dog Expo Raw food brand Mersey Raw and antiseptic pet care business Leucillin have been named as lead sponsors of the Natural Dog Expo. The one day event, which takes place at the Voco St John’s Hotel, Solihull on May 5, 2024, draws together dog guardians with leading natural pet experts including vets and researchers. Speakers at the forthcoming expo include Dr Brendan Clarke, who is clinical director and head veterinary surgeon at one of the leading centres for integrative veterinary care in the UK, and pet biome researcher Carol Hughes. Presented by broadcaster and canine expert Anna Webb, the day’s aim is to be a gathering of leading natural health experts, sharing science and advice on how to help your dog live the healthiest life they can. Caroline Griffith, organiser of the event and pet industry nutrition consultant, said: “We are proud to partner with Mersey Raw and Leucillin to put together this incredible event. Both brands were at the 2023 event and were impressed, asking if they could sponsor this year. “The Natural Dog Expo really is the go-to event for dog guardians who want to ﬁnd out more about the science behind the natural choices that they make for the dog in their life. We have put together a strong panel of experts with some wonderful information and advice to share.” On the day, as well as panel talks and question and answer sessions, there will be a dedicated canine nutrition stand, where visitors can ask experts direct questions about their own dog. To ﬁnd out more about the Natural Dog Expo, and to book your tickets, visit www.naturaldogexpo.com

love as Valentine’s Day is right around the corner, and is the perfect time for stores to stock up on gifts for owners to spoil their pets. They continue to highlight Newness with product launches featuring in the magazine every period, and are continuing their Q&A ‘Ask the Store’ feature where they speak to a Customer who tells them all about their store, the most frequently asked questions they hear and what trends they see coming through in their area. Plus, there are plenty of plans for new-style articles over the next year and many rollbacks on pricing across multiple brands. Take a look at their new P1 Pet People magazine here: https:// petproducts.co.uk/pet-people-magazine/ If you would like to open an account with Pedigree Wholesale, contact Nel Plunkett, the New Accounts Manager on 07519 377 102 or nel.plunkett@petproducts.co.uk

www.petproductmarketing.co.uk

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09/01/2024 16:40

Johnson’s new online training portal for retailers Pet healthcare product manufacturer Johnson’s Veterinary Products has launched a new online flea and worming training opportunity for its retail customers. The free training portal, which is available to all Johnson’s stockists via their online account, has been designed to help boost or refresh retailers’ existing flea and worm knowledge, and firmly position pet stores as high street experts in tackling these common pet issues. Paul Gwynn, Managing Director of Johnson’s explains: “When we surveyed pet owners as part of our 2023 report into purchasing habits, the results indicated a common belief amongst respondents that pet shops and stores are both ‘knowledgeable’ and had an opinion that could be trusted. “For over 100 years we have been working hard to support the pet trade, recognising the importance that pet shops and pet stores have within the communities in which they operate. This online training tool is just another way of us pledging our commitment to them. The free online training is designed to guide all users through a series of concise, easily memorable processes and principals, and be completed from any computer, shop or at home, as long as the pet store has a Johnson’s account (which can be simply set up via the register and login page on the Johnson’s website). All those who meet the training criteria will earn a certificate upon

Assisi Pet Care announces acquisition of Burns Pet Nutrition The Directors of Assisi Pet Care Group Limited are delighted to announce the acquisition of Burns Pet Nutrition for an undisclosed sum. Burns Pet Nutrition was founded 30 years ago by John Burns MBE. A qualiﬁed vet, John Burns developed formulations which are focussed on pet health, in order to solve the common problems that he was seeing in his vet practice. Today, the Burns brand of pet food is well known for its high quality dry and wet dog food products, as well as its recently introduced range of products for cats. John Burns, founder of Burns Pet Nutrition said: “After 30 years of owning and growing Burns Pet Nutrition, I feel that is time for me to retire and hand over the reins. It has been a joyful and, at times,, difficult journey. I have had a great deal of support from many people and organisations over the years and I would like to extend my grateful thanks to all of them. “I am delighted that Assisi Pet Care is a good ﬁt for Burns and they will grow the Burns brand in a

completion. The Johnson’s team is able to offer additional support with the training wherever needed. Simon Lewis Dale, Head of Business Development at Cookes Pet Supplies Limited, with stores in Rotherham, Sheffield, Doncaster and Barnsley, added: “Having access to this training is a really positive step. Our team prides itself on offering the very best service it can to our customers, and as such they each jumped at the chance to brush-up on their flea and worm knowledge. Those who have already completed the training are now proudly displaying their certificates in store, which is great for staff morale, but also for customer confidence too.” In-person training in the treatment of fleas and worms can also be arranged if required, subject to availability.

responsible, ethical way.” Peter Mangion, founder and CEO of Assisi Pet Care, said: “We are delighted to be adding the highly regarded Burns brand to the Assisi portfolio of brands but are equally pleased to be welcoming the fantastic Burns Pet Nutrition team to our organisation. “The Burns brand is a perfect fit for Assisi in that animal health and well-being are central to the brand’s proposition. I am delighted that through this acquisition, we will add some excellent people in product development, marketing, sales, finance, and operations functions, based in Kidwelly, Wales. “We look forward to working with our new colleagues as we integrate the Burns brand into the Assisi portfolio and strengthen our offer to our customers across Europe. The acquisition of Burns Pet Nutrition is the first transaction since the recent investment in Assisi by Wind Point Partners and signals our commitment to execute on our growth strategy in the European Pet Care market.”

www.petproductmarketing.co.uk

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09/01/2024 16:45

NEW PRODUCTS

Egg-e-Bed chicken bedding Sundown Products has expanded its range of animal bedding with Egg-e-bed. Egg-e-bed is a ﬁnely-chopped wheat straw bedding for home-kept chickens, ducks, and other domestic poultry, available as a 19kg plastic-wrapped bale. The unique short length of Egg-e-bed makes it incredibly easy to use and encourages nesting and laying. Made from premium wheat straw, it’s soft and absorbent so can be used in both nest boxes and on the ﬂoor of the coop. It has very low dust levels and an added eucalyptus fragrance to each bale, which helps to reduce the ‘chickeny’ smell in the coop.

Retailers interested in stocking Egg-e-bed should contact Sundown Products: sales@ sundownproducts.co.uk

New Products

Arden Grange new grain free wet dog food Arden Grange’s super premium wet dog food range is expanding to include five new grain free recipes, enriched with superfoods. The collection features an array of delectable protein options: chicken, lamb, duck, turkey, and an exciting addition to the line-up, venison. Specifically designed for dogs with problem skin and delicate stomachs, the venison recipe also joins Arden Grange’s best-selling Sensitive offering. For dogs who experience allergies or intolerances to grains, these complete recipes offer an excellent alternative. Crafted with either potato or sweet potato as the primary source of carbohydrate, each can contains lots of fresh meat and wholesome vegetables. Just like their dry food counterparts, each of these new diets includes powerful, natural supplements that provide vital support for joint health and digestion and a unique blend of nutrient-rich superfood ingredients which have been selected for their excellent antioxidant properties. These latest additions have been developed in line with the Arden Grange philosophy of ‘nutrition without compromise’ with no nonsense, naturally hypoallergenic formulations excluding common dietary allergens; wheat gluten, soya, dairy products, artificial colours and added sugars. These recipes are available in 395g recyclable cans.

Rockies’ Banana Flavoured Health Lick Rockies, the company known for its high-quality hard-pressed salt and health licks for horses and other animals, is delighted to welcome a new addition to the Flavoured Health Licks range: banana. The block officially launched at BETA International 2023, picking up a highly commended award in the New Product Awards, in the Feed, Supplements and Forage category. The new Banana Flavoured Health Lick combines salt with minerals and trace elements to help support good health in horses and ponies. It’s free from molasses and sugar, making it suitable for horses who are not able to or shouldn’t consume calories in this way. The ﬂavours make the licks appealing, with the in-built hardness helping to prevent excessive intake. What’s more, Flavoured Health Licks are very affordable and won’t crumble or melt like some other blocks. In addition, the exact composition of the block is known, as it is created to a speciﬁc recipe at Rockies’ Cheshire base. Banana Flavoured Health Licks are available in 2kg blocks priced at around £5.50.

To ﬁnd out more, visit www.ardengrange.com or for trade enquiries, call 01273 833390.

For more information, visit www.rockies.co.uk or for trade enquiries, call 01606 595022.

www.petproductmarketing.co.uk

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09/01/2024 15:15

Exclusive to

WIN!

Dental He alth Month Sp ecial!

Here for your pet busine

3 sizes to choose from! •

Small: RRP £0.49, Display Case of 70 Chews

•

Medium: RRP £0.99, Display Case of 42 Chews

•

Large: RRP £1.49, Display Case of 24 Chews

With u nobble nique s to h elp ﬁght tartar !

Tasty chews for Pet Dental Health Month T These tasty vegetarian, grain and gluten-free chews come ˜ˡ ˔ ˙˨ˡ ˔ˡ˗ ˨ˡ˜ˤ˨˘ ˦˛˔ˣ˘ ˪˜˧˛ ˟˜˧˧˟˘ ˡˢ˕˕˟˘˦ ˧ˢ ˛˘˟ˣ Ѓ˚˛˧ tartar build-up and support general dental hygiene. Each chew is made with easy to understand ingredients ˞ˡˢ˪ˡ ˙ˢ˥ ˧˛˘˜˥ ˛˘˔˟˧˛ ˕˘ˡ˘Ѓ˧˦ʡ ˇ˛˘˦˘ ˜ˡ˖˟˨˗˘ ˛˜˚˛ ˣ˥ˢ˧˘˜ˡ peanut butter, Brewer’s Yeast known for its vitamin content and Sweet Potato which is a grain-free, highly digestible carbohydrate. With the current cost of living crisis, these tasty chews are budget-friendly with their affordable price-points for both retailers and customers alike. What’s more, each display case boasts high retailer margins, meaning more money in the till!

NEW CUSTOMER? WIN THE RANGE! NE Not yet a Pedigree Wholesale customer? N Open an acco account with us for the chance to win the complete Nobblys Dental Chew Range. Contact our New Account Manager nel.plunkett@petproducts.co.uk to open a new account, and quote PPMDentalCompetition to be entered in the draw. ˇʙʶ˦ʭ ʿ˜ˠ˜˧˘˗ ˇ˜ˠ˘ ˢ˙˙˘˥ʡ ʴˣˣ˟˜˘˦ ˧ˢ ˔˟˟ ˡ˘˪ ˖˨˦˧ˢˠ˘˥˦ ˪˛ˢ ˣ˟˔˖˘ ˧˛˘˜˥ Ѓ˥˦˧ ˢ˥˗˘˥ ˪˜˧˛ ˃˘˗˜˚˥˘˘ ˊ˛ˢ˟˘˦˔˟˘ between the 1st February and the 31st March 2024.

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10/01/2024 10:41

NEW PRODUCTS

Kitt-e-litter Sundown Products has expanded its range of animal bedding into the pet cat market, with Kitt-e-litter. Kitt-e-litter cat litter is a ﬁrm straw pellet, which is extremely absorbent and locks away urine and smells quickly. For cat owners who prefer a non-clumping litter but are environmentally conscious, Kitte-litter is the ideal choice. It’s made from sustainable British straw, much of which is sourced locally to the factory. Used Kitt-elitter is also home-compostable and fully biodegradable. Kitt-e-litter is available in a 15kg plastic bag.

Biscuit treat range from Cooper & Co. 14

Pedigree Wholesale has launched their brand-new biscuit dog treat range from Cooper & Co, which contain a host of highquality ingredients which target different functions and benefits. Cooper & Co was developed in-house by Pedigree Wholesale to provide a perfectly balanced diet for Cooper, the dog owned by the company’s CEO, Steve Brown. The new biscuit treats have been thoughtfully developed with the same stringent quality requirements as the rest of the range. Every pouch of Cooper & Co Biscuits contains no added salt, sugars, artificial sweeteners or preservatives. Offering above average retailer margins, the biscuit recipes are gently shaped and baked in Devon. The range consists of: The Active recipe — aimed at high-energy dogs, made with Turkey, which can help strengthen a dog’s bones, muscles and teeth. It also contains Spinach, which is high in iron to help support muscle development. The Sensitive recipe — made with Carob and Coconut, the Sensitive recipe is perfect for dogs with delicate tummies. Carob is an excellent source of fibre and helps to improve digestion, while Coconut is packed with antioxidants that can help support the immune system. The Calming recipe — made with Duck with Lavender and is great for dogs who are anxious or excitable. Duck is rich in antioxidants and packs the treats with extra flavour, while the Lavender features soothing effects to help calm anxiety and stress.

The Glossy recipe — made with Salmon with Spirulina, the Glossy recipe helps promote healthy skin and a shiny coat. Salmon is a good source of omega 3 & 6, and Spirulina contains many essential fatty acids with anti-inﬂammatory properties to help support skin and coat. The Puppy recipe — is made from Peanut Butter, which is high in nutrients and ﬁbre, plus it is a good source of healthy fats. It also contains Blueberries, which help to support the immune system and are a delicious addition for puppies. The Senior recipe — is made with Turkey which contains phosphorus, helping to improve bone strength, muscle growth and tooth health. The addition of Sweet Potato in the Senior recipe, one of the best dietary sources of Vitamin A, can help promote healthy skin, coats, eyes, nerves and muscles in dogs. All recipes are made with Chickpea Flour, which is a great natural source of protein. To ensure retailers launch the range with impact in store, there has recently been a complete refresh to the suite of Point of Sale available for the core Dry Dog food range, plus brand-new additions of Point of Sale are now available for the Treat and Biscuit range through Pedigree Wholesale. Sold in cases of 10, Cooper & Co Biscuit treats are available now through Pedigree Wholesale and are exclusively available to the specialist pet trade. For trade enquiries, visit petproducts.co.uk, email sales@petproducts.co.uk or call 0115 982 3900.

Retailers interested in stocking Kitte-litter should contact Sundown Products: sales@sundownproducts.co.uk

Innocent Hound’s limited edition Valentine’s treat Love is always in the air-dried at The Innocent Hound, but never so much as now! The Yorkshire manufacturer is delighted to introduce their next limited edition air-dried treat: Strawberry Crush Hearts. These delicious heart-shaped treats are handcrafted, using quality British beef with crushed strawberries. They are the perfect treat to show your innocent hound how much you love them this Valentine’s Day. The Innocent Hound’s last limited edition treat sold out within weeks of launching, so avoid heartbreak and order yours today. The treats come in resealable and recyclable pouches, RRP £5.30 for 70g.

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

www.petproductmarketing.co.uk

p12_14_16_18_PPM_Feb.indd 14

09/01/2024 15:38

bROTH of tHE DAY

Anco Bone Broth is made from bones which are simmered slowly to extract highly bioavailable nutrients such as collagen, glucosamine and chondroitin. Naturally high in SURWHLQ ORZ LQ IDW DQG ZLWK QR DUWLÀFLDO DGGLWLYHV RXU ERQH EURWK LV KLJKO\ GLJHVWLEOH and can be sprinkled dry as a food topper or made up with water into a delicious broth. The UK’s largest range of natural dog treats.

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#ANCODOGTREATS INFO@ANCO.PET WWW.ANCO.PET

10/01/2024 10:42

NEW PRODUCTS

Happy Bones bone broth for dogs

LumenIZE app controlled lighting for reptiles

Arcadia Reptile is delighted to unveil what is the culmination of nearly 10 years R&D with their latest brand evolution LumenIZE. It has been created to increase animal welfare globally and help lower energy use by an average of 30% per lamp. LumenIZE enabled devices use app control to create wild-like sunrise/sunset patterns, can be used to create seasonality and help professional keepers fine tune UV Index, lux and PAR outputs, all from one simple and highly intuitive free app. Take full control of your reptile’s lighting with the intuitive Arcadia Reptile LumenIZE® app, providing seamless control and customisation via your smartphone or tablet. The LumenIZE® app can control up to 50 lamps per device, includes optional password protection, naming of each lamp, and has helpful additional functions such as manual control per lamp, a lamp test function, and a notes section. The whole range has been updated to the IP65 standard for water resistance and includes a brand new ‘easy change’ locking T5 lamp holder mechanism which speeds up the lamp change process and reduces accidental damage. Each kit has a built-in memory and battery backup. This will protect system and animals during power outage and removes the need to reprogramme after these events. John Courteney-Smith says: “Historic systems of care meant that animals are exposed to near midday levels of energy at the flick of a switch each day and are then plunged into darkness unnaturally at the end of the day, each day. We view this as being highly unnatural, not ‘wild-like’ and can be viewed as a stressor. Circadian rhythm is a core principle within the biological sciences, with animals requiring slow change to energy values during the day. LumenIZE will not only allow smooth and wild-like control of UV-B and LED systems easily for the first time, but they will also allow the creation of seasons which can promote and support better wellbeing and breeding.” To find out more, visit www.arcadialumenize.com or for trade enquiries, email info@arcadia-reptile.com.

Axel’s Elixir, a new natural pet wellness brand, has recently introduced its first product: Happy Bones. It is a natural source of essential nutrients and compounds that promote the healthy function of dogs’ joints, skin, immune system, and digestion. Happy Bones comes in five delicious flavours: Goat, Duck, Salmon, Venison and Beefy Buffalo. It stands out from the competition with its all-natural ingredients including organic and ethically sourced bones, kelp, parsley, apple cider vinegar with the mother, sea algae and nettle. This powerful combination of ingredients means that the Happy Bones bone broth contains naturally occurring collagen, chondroitin, hyaluronic acid, and omegas 3 & 6, which are widely recognised for their superior absorption and utilisation by the body compared to synthetic alternatives. Axel’s Elixir only uses natural, organic and sustainably sourced ingredients. It can be served frozen on top of food, as a frozen lollipop, or enjoyed as a tasty drink, helping to stimulate hydration in both hot and cold

weather conditions. It can also be poured over food, Axel’s Elixir recommends a retail price of £4.95 for Happy Bones, providing retailers with a competitive pricing strategy to attract customers. To ensure the freshness of Happy Bones, the product is delivered frozen and should be stored in the freezer until ready to use. As a new player in the market, Axel’s Elixir is committed to expanding its line, focussing on innovative products that promote happiness and well-being for all pets.

Retailers interested in offering Happy Bones to their customers can easily order from www.axelselixir.com, or phone 0800 772 0180.

Doodle’s Deli packaged treats The new pre-packed Doodle’s Deli treats range is now available through Pedigree Wholesale — a selection of the range’s best-selling products have now launched in eight pre-packed, recyclable pouches ready to display in retailers’ treat aisles. This solution is a convenient addition to the range, 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 any unpleasant odours easily. 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. Offering above average retailer margins, the new pre-packed range consists of eight popular treats featuring Chicken Feet, Puffed Pig Snout, Pig Ears, Camel Skin, Lamb Pizzle, Beef Neck Sinew, Beef Pizzle and Lamb Ears without hair. These packaged treats weigh between 80g

and 100g and retail between £2.99 and £8.99. The range will continue to expand throughout 2024. The award-winning Doodle’s Deli range won ﬁrst place in the PATS New Product Showcase Awards at PATS Sandown 2023 and is exclusive to the specialist pet retail sector. With free in-store support, display options, and unique products, the brand offers customers something different, delivered in a highly impactful way. Doodle’s Deli pre-packed range is exclusively available to the specialist pet trade. For trade enquiries, visit petproducts.co.uk, email sales@petproducts.co.uk or call 0115 982 3900.

www.petproductmarketing.co.uk

p12_14_16_18_PPM_Feb.indd 16

09/01/2024 15:43

Exclusive to

Here for your pet busine

Doodle’s Deli is your destination for 100% natural and air-dried treats and rewards. Each product has high protein and can help to support a variety of health benefits such as muscle strength and dental health. Each product comes in a recyclable and resealable bag and can be easily displayed in your choice of in-store solution. There are over 120 lines spanning across more than 10 proteins including Fish, Chicken, Cow, Camel, Goat, pure meat Sausages and lots more! NEW! Pre-Packed Pouches

Ready to Order?

The Doodle’s Deli range comes in bulk bags but now also in convenient, resealable printed pouches that are recyclable too. The pre-packed range has been selected based on the bulk range bestsellers to ensure success in stores amongst your customers!

Existing retailers can order through petproducts.co.uk and Customer Services.

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10/01/2024 10:44

NEW PRODUCTS

PureFlax supplements A new line of all-natural supplements for dogs which promote healthy joints and support mobility is being rolled out by a Yorkshire-based firm. The PureFlax products, which are easier to digest than typical oil supplements, are high in Omega 3, improve animals’ joints, digestive systems and muscle repair, and also give a healthy shine to animal coats. The new range of products include: Omega Prime (200ml and 500ml) — a straight flax oil which promotes excellent maintenance in dogs, and is good for supporting joints and immune health Skin & Coat — a blend of flax oil with borage (starflower) oil which aids skin health and coat shine Joint & Muscle — a milled linseed expeller containing rosehip and seaweed which offers a slow release of energy for older dogs, or those which need extra joint and muscle support. The new products will enhance PureFlax’s reputation for providing British-grown, 100% natural products. Grace Liddle, who owns PureFlax with husband Nigel and daughter Hannah, said: “We grow and harvest our own seed, cold press and then bottle it all on the family farm in Wetherby, and this means that it is fully traceable, 100% British and 100% natural. “As we have built up a great reputation with owners of gun dogs, we want to make our products available to everybody. These new

products are great for any dog, not just working and our goal is to make our supplements available to purchase across as many pet supplies retailers across the UK.”

To find out more, visit pureflax.co.uk or for trade enquiries, call 01937 574201 or email info@pureflax.co.uk

Turkey and Duck added to Arden Grange’s Maintenance range 18

Arden Grange Tasty Pastes Arden Grange, renowned for its beloved Tasty Liver Treat paste, is set to elevate canine and feline delight to new heights with the introduction of two sensational additions to the tasty paste lineup: Tasty Turkey Treat and Tasty Salmon Treat. Pet owners can anticipate an abundance of tail-wagging, lip smacking excitement as these two new superstar varieties join the family! These high-meat-content treats are grain free, naturally hypoallergenic and just as irresistible as their pork liver predecessor. The highly palatable pastes are the ultimate reward for cats and dogs, a veritable secret weapon for training and a fuss free way to administer medication. A small quantity of paste can easily conceal a hidden capsule, be mixed with a crushed tablet or liquid medicine. They are also an excellent aid when grooming and an enticing addition to meals times for fussy eaters.

Arden Grange is thrilled to announce the expansion of its widely acclaimed adult dry food range with two appealing new additions featuring fresh duck and fresh turkey. Arden Grange’s naturally hypoallergenic grain-inclusive dry food range already features popular protein sources like chicken, lamb, salmon, and pork. With the introduction of duck and turkey, there are now even more nutritious diets available for adult dogs of all breeds and sizes with a normal activity level. Duck, a novel, highly nutritious and highly palatable protein is the perfect meal for more discerning dogs. Turkey provides a gentle white meat alternative to chicken, further expanding the menu for dogs with dietary allergies or sensitivities. Arden Grange’s super premium dog food range is not only about its lip-licking ﬂavours; it is characterised by an array of enriching health beneﬁts and packed with high proportions of fresh meat, wholesome grains, prebiotics, joint supplements, krill, and yucca extract. With optimal levels of vitamins and minerals, along with the ideal ratio of Omega-6 to Omega-3 fatty acids, these diets support good skin and coat condition, digestion, and immunity. Arden Grange adult with fresh duck & rice and adult with fresh turkey & rice are now available in convenient 2kg and 12kg bags, catering for trial and regular feeding.

For more information on Arden Grange, visit www. ardengrange.com or for trade enquiries, contact your wholesaler or call 01273 894617.

www.petproductmarketing.co.uk

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09/01/2024 16:12

ADVERTORIAL

Introducing EUKANUBA DentaDefense

Eukanuba’s special kibble is designed to help reduce plaque and tartar build-up. Reduction of plaque and tartar build-up helps to prevent bad breath, gum issues and even tooth loss.

DEFE

THE EUKANUBA ETHOS EUKANUBA has over 50 years of expertise in tailored life stage nutrition. They offer nutritional support to keep your dog in optimal body condition.

HELPING TO KEEP TEETH p19_PPM_Feb.indd 19

Dental disease is the most common clinical condition among dogs so it is important to feed your dog with a diet with dental beneﬁts. Their dental health impacts their overall wellbeing, happiness, and health.

Their range of high-quality tailored recipes keep your dog in optimal body condition and fuel peak performance throughout their life.

The special kibble shape combined with EUKANUBA’s DentaDefense means that each bowl will keep your dog’s teeth clean. Eukanuba’s recipes include a special mineral, known as SHMP, or Sodium hexametaphosphate. This mineral supports clean and healthy teeth through binding minerals while chewing and therefore helping to reduce the mineralization of plaque to tartar, supporting your dog’s dental health in the long-term.

WHY IS DENTAL TAL GS SO CARE IN DOGS IMPORTANT?

A N T E ET

*Applies to EUKANUBA Dog products, excluding Daily Care Mono-Protein and some Puppy foods. Results may vary.

EUKANUBA DentaDefense

The diet combines the advantage of the crunchy dry food and d the beneficial effect of SHMP. Most Eukanuba ba recipes include SHMP P on the surface of the kibble. This ensures your dog’s main meal al offers specific dental benefits your dog needs.

UKANUBA foods feature a special kibble shape together with unique DentaDefense to help keep your dog’s teeth clean and healthy. This helps to prevent plaque build-up which would otherwise turn into tartar.

clean and healthy WITH EVERY BITE www.petproductmarketing.co.uk

10/01/2024 14:43

SPONSORED BY PATS

V Pets is a first for the On the Shop Floor feature — this month, we chat to an online retailer. Amy Platt was running a successful pet care business when she thought that she could offer a great service on pet treats and accessories too. Inspired by the journey she had been on with her own dog, she wanted to share her knowledge and the benefit of natural dog treats. This is reflected in A V Pets tagline of: “Providing for yours, like I would mine.” The business has really grown and has a community of followers and supporters. Amy’s caring approach and insistence on being transparent has seen her become a successful retailer. Her social media coverage is key and gives her a real platform for building even more sales. Many pet care businesses are often tempted to offer some retail products as part of their business. If you find yourself in that situation, Amy may be able to share some helpful advice and inspiration…

On the shop f loor Many people running pet services businesses often consider retailing some pet products. Here, we speak to someone who took the plunge and created a thriving retail business. Amy.

Tell us about your online shop. Our shop at www.avpets.com offers: ● Natural treats and chews ● Freeze-dried raw dog food and treats ● Pet accessories: dog collars, leads, harnesses ● Hand sewn pet bandanas (we’ve even made them for rabbits!) which can be personalised as an extra service ● Dog bows and bow ties ● Multiple toy ranges including an ecofriendly toy and a luxury toy range ● Limited edition themed boxes, such as our past Halloween and Christmas ones, and our current Valentine’s Day one. What inspired you to sell pet products? My eldest dog, Pepper (who’s 6 years old now), was diagnosed with various allergies and intolerances when she was a puppy and ever since I’ve had to deal with her having www.petproductmarketing.co.uk

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09/01/2024 15:08

ﬂare ups and trips to the vet’s on a regular basis. From when she was diagnosed, I started buying natural pet treats and chews. The aim being to make sure there were no additives or ‘hidden’ ingredients (which is surprising what packaging doesn’t tell the consumer!). The price of these treats can be costly and soon add up if purchasing on a regular basis. Due to the success of the pet care service side of A V Pets, we expanded as a team into natural treats and chews, at the most affordable price possible to the consumer and inspired by Pepper. Since then, I have heard so many stories of dogs and puppies having allergies and their owners commenting on how they have not seen these products at a cheaper price than what we sell them for. Because of this, I’m so glad we took the risk! We also teach accredited pet ﬁrst aid courses. What are your best-selling products? ● Kangaroo stickies ● Furry rabbit ears ● Goat ears ● Yak chews and olive wood chews ● Our A V Pets ‘pupwursts’ How do you source your stock? We source stock from manufacturers.

Honey.

You have received terriﬁc reviews for your customer service and pet knowledge. How often do people come to you for advice? Constantly! And that is so comforting. The main advice being around allergies (of course, we always mention people should go to their vet for medical advice) and what their dog can and can’t have. We see more people with puppies wanting to start their pup on natural treats, so we get queries on what they can and can’t have,

Pepper.

depending on how many weeks old the pup is. Then also a discussion around the pains of a dog with allergies in general happens. How do you build that customer rapport with being an online retailer? Honesty and transparency in our proﬁt margins! And the rest shines through. From the feedback we have received to date, the consumer clocks on when they are being overcharged (which I guess is the whole reason this side of A V Pets was thought of with my experiences with Pepper).

What are the most successful ways you market the products you sell? The most successful ways are through: Tiktok Instagram stories and reels in particular Word of mouth Brand ambassadors — I’d like to mention how key the team thinks that our brand ambassadors are. The loyalty and commitment they show to the brand is incredible. What would be your best piece of advice to other independent pet shop owners? The best piece of advice for fellow independent pet shop owners would be to keep things honest and transparent with your customers. Customers (and competitors) soon see if you have marketed your products at 3 or 4 times the RRP. From our experience, the trust your customers have in your brand and your products is vital.

● FREE entry & parking ● FREE show catalogue ● 100’s of new launches ● Thousands of products To register for FREE entry visit www.patshow.co.uk

www.petproductmarketing.co.uk

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09/01/2024 15:08

CONSUMER PRODUCT AWARDS

Best in class! We reveal the products consumers chose as the best to care for their canine companions… n our sister title, Your Dog Magazine, we ask owners to tell us what products they like the best to help them care for their dogs.

Best Specialist Food Burns Sensitive Dry Dog Food

Best Technology Product Zeus Dog Drinking Fountains Zeus water fountains are popular with dogs of all ages and breeds across the UK. They are the ideal products to have in your home to encourage your dogs to drink more and rehydrate their bodies, especially after their daily walks. Thanks to the three-stage ﬁlter ﬁltration, the Zeus drinking fountains provide your canine companion with fresh, clean water 24/7. Visit: www.zeusfordogs.com Highly commended: Dyson V12 Detect and PetSafe Kibble Chase Roaming Treat Dispenser.

PRODUCT AWARDS

2024 WINNER

Here, check out what consumers have voted as the best products on the market…

Burns Pet Nutrition has claimed the top prize in the Best Specialist Food category for their hypoallergenic Sensitive Dry Dog Food range hypo the Your Dog Awards. This is the newest at th accolade in a long history of award wins for accol pioneering pet nutrition brand, who also the p scooped the same prize for their Weight Control scoop range in 2022. Burns Sensitive Dry Dog Food is rang made with nutrient-rich ingredients in highly mad digestible, hypoallergenic recipes specially diges formulated for dogs with common intolerances. form They contain amazing nutritional beneﬁts and are aavailable in several tasty varieties. Visit: burnspet.co.uk/dog-food-range/sensitive/ Visi Highly commended: Vets Kitchen Sensitive High Care Pork & Potato and Arden Grange Sensitive Grain Free Ocean White Fish Sens and Potato

Best Flea Product (for home) Indorex Defence Indorex® Defence is the UK’s number one household flea spray and has been n awarded the Best Flea Product (for thee home) by Your Dog Magazine 16 yearss in a row. Indorex® Defence is used to help prevent and treat household flea infestations. The unique formulation kills adult fleas on contact for up to two wo o months and continues to protect your home from fleas and house dust mites for a full year! Visit: virbac.co.uk Highly commended: Frontline HomeGard and Bob Martin Clear Home Spray Plus.

Best Pet Tech Product

PRODUCT AWARDS

2024 WINNER Best Flea Product (for home)

www.petproductmarketing.co.uk

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Best Health Product Nutracalm by Nutravet Nutracalm is a fast-acting natural calming supplement to help stressed and anxious pets. 2024 WINNER It has been specially formulated using a unique Best Health combination of natural ingredients, with a fastProduct acting nature, which makes it the perfect product for many short-term stressful situations. However, it has also been developed for safe long-term use. The natural solution helps animals that are affected by stressful situations such as ﬁreworks, loud noises, separation anxiety, travelling and vet visits. Recommended by vets throughout the UK & Ireland, Nutracalm is the go-to natural calming aid for dogs, cats, and horses. For trade enquiries, visit: www.nutravet.co.uk/product/nutracalm Highly commended: Dorwest MoveWellia® Tablets and ProDen PlaqueOff® Powder. PRODUCT AWARDS

Best Treats

Best Interactive Toy

Fish4Dogs Original Dental Sea Jerky Treats

Puzzle-It for Dogs Slider

The Fish4Dogs brand began in the UK, 20 years ago, when a fishmonger and his wife noticed how much their dogs enjoyed the fish skins and scrap fish trimmings, plus the difference it made to their general health and well-being.The duo began baking fish skins using a perfected method and the world famous Fish4Dogs Original Sea Jerky was born. Delicious, healthy, low in calories, the original Sea Jerky treats are baked to perfection using the original methods, from 100% ethically sourced white fish skins; naturally abrasive in texture, helping remove plaque and prevent tartar build up on teeth. With different shapes and sizes, there’s Sea Jerky treat to suit every breed.

Puzzle-It for Dogs’s Slider is their most popular interactive treat puzzle. It has multiple slides that glide easily that cover sections where tasty treats are hidden. It builds the difficulty as your pet learns as a set of lift out blocks are included to place in the puzzle to prevent the slides moving, creating a new challenge in removing these ﬁrst. It is suitable for all sizes of dogs, and all ages. Made out of hardwood and wood laminates, it is easy to keep clean and hard wearing, and is treated with natural linseed oil to maintain strength for longer.

Visit: www.ﬁsh4dogs.com/dental Highly commended: Forthglade MultiFunctional Soft Bites and Webbox Tasty Sticks.

Petplan

Visit: www.puzzle-itfordogs.co.uk Highly commended: Tastybone Chicken Trio Bone and Lickin’ Layers - Nina Ottosson by Outward Hound.

Best Insurance Petplan is the UK’s number one pet insurance provider and they’ve been helping keep the nation’s pets healthy for over 45 years. They cover things some other pet insurers don’t and never charge you more for claiming, so you can always get the care your pet needs. Both their Essential and Covered For Life plans are packed with beneﬁts to give your dog access to the best care after an illness or injury.

Visit: www.petplan.co.uk Highly commended: Purely Pets and The Insurance Emporium.

Best Online Pet Retailer Zooplus

Best Dry Complete Food Premium, delicious, and balanced dry food for dogs of all sizes and life stages. With just nine quality ingredients, and ﬁsh as the only animal protein source, it’s perfect for dogs with sensitivities and intolerances to grain, meat, and poultry. The tastes and aromas of ﬁsh, particularly the Umami taste, give a welcome relief to more bland alternatives. Fish is highly digestible and gentle on the stomach, with naturally high levels of omega 3, proven to support coat and skin condition, joint mobility, as well as brain development, eye and heart health, particularly important for growing puppies. Available in White Fish, Salmon and Sardine recipes, and large, small, and extra small kibble.

Zooplus said: “Tails are wagging with joy at zooplus! We’re thrilled to announce that our pet shop has clinched the prestigious title of Best Online Pet Retailer. This accolade is a testament to our unwavering dedication to providing outstanding service to our fantastic canine-loving community. A heartfelt thank you to our amazing customers for entrusting us with the wellbeing of your cherished dogs. Rest assured, we’re on a mission to continue delivering top-tier service and products.”

Visit: www.ﬁsh4dogs.com/ﬁnest Highly commended: Forthglade Natural Dry Cold Pressed and Burns Originals.

Visit: www.zooplus.co.uk Highly commended: Petshop.co.uk and Viovet.

Fish4Dogs Finest Complete Dry Food

www.petproductmarketing.co.uk

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CONSUMER PRODUCT AWARDS Best Grooming Product

Best Worming Product

Animology Fox Poo Shampoo

Drontal Tasty Bone

Fox Poo dog shampoo has been specially formulated to effectively remove fox poo and other foul odours from your dog’s coat. Deep cleaning with built in conditioner and pro-vitamin B5, it helps to keep your dog’s coat beautifully clean and healthy. Fox Poo can be used on all coat and skin types including sensitive skin, and is suitable for all dogs from six weeks old. This is a must-have in many doggy households and is known to be one of the best things to remove those pungent smells that dogs love to roll in!

Drontal Tasty Bone has won the Best Worming Product for dogs again in 2024. They continue to strive to deliver the best worming product to defeat worms every month of the year. The beef ﬂavoured is their tastiest wormer ever. This ﬂavour is encased in bone-shaped tablets that are designed to help take the stress out of worming to combat common intestinal worms found in the UK. It is great that the wormer is such a trusted product for our customers to help protect their dogs and their family.

Visit: www.animology.co.uk Highly commended: Dorwest Soothe & Calm Shampoo and Johnson’s Manuka Honey Shampoo.

Visit: www.drontal.co.uk Highly commended: Beaphar WORMclear® Tablets for Dogs and Johnson’s One Dose Wormer Tablets.

Best Dog Bed

Scruffs

Product You Can’t Live Without

Scruffs, the renowned pet bedding brand, are redeﬁning comfort and style for our fourlegged companions. Crafted with precision and passion, each Scruffs bed boasts premium materials, innovative design, and unbeatable cosiness. The luxurious Boucle Range combines chic design with unparalleled comfort, setting a new standard in pet lounging. The Harvard range exudes sophistication with its contemporary aesthetic and memory foam design, while the Seattle Range brings Nordic-inspired simplicity to pet bedding. For the playful companion, the Ellen Range offers vibrant and cosy options. Meanwhile, the Cosy Range wraps pets in warmth and security.

Dogmatic Headcollar

Visit: www.petslovescruffs.com Highly commended: Tuffies and Lords and Labradors High Wall Beds.

The award-winning Dogmatic Headcollar stops dogs pulling on the lead. The Dogmatic Headcollar is comfortable to wear and does not ride up or go near the eyes. The product is 11 times winner of the Product You Can’t Live Without category, as voted for by Your Dog readers. It is also recommended and endorsed by behaviourists, trainers, vets, rescues, and breeders worldwide. Dogmatic offers the widest range of dog headcollars in leather and padded cushioned webbing, all with matching collars and specialised leads/training leads to ﬁt all sizes.

Visit: www.dogmatic.org.uk Highly commended: Halti Headcollar and Fish4Dogs Sea Jerky.

Best Flea Product (for pet) Frontline Plus

Best Raw Food Natural Instinct Natural Instinct are passionate about pets. They are convinced that a healthy diet plays a huge role in not only our own lives, but the life of our pets too! They are a passionate team, dedicated to providing our customers and their furry friends with complete and balanced raw pet food and treats of the highest quality. They believe raw food for dogs is the best natural option, feeding as nature intended, free from artiﬁcial additives, colours, preservatives and ﬁllers. That is exactly what they produce — the most scrumptious, natural, complete frozen meals full of goodness and high-value nutrients.

Visit: www.naturalinstinct.com Highly commended: Natures Menu and Cotswold Raw.

FRONTLINE PLUS® for Dogs features an advanced formula. Unlike some other flea treatments, it kills both fleas and ticks on your pet to help protect them from the discomfort and diseases these parasites cause. Plus, it stops the flea eggs that fall off your dog from hatching in your home. Use it every four weeks for optimal protection and to help your dog feel healthier and happier.

Visit: www.uk.frontline.com Highly commended: Bob Martin Clear Plus Flea & Tick Spot On for Dogs and Beaphar FIPROtec® COMBO.

Best Wet Food Forthglade Grain Free Complete Wet Food Made in Devon, Forthglade’s wide range of complete grain-free wet food is hypoallergenic and contains natural ingredients, while being free from artificial flavours, colours, and preservatives to provide a nutritionally balanced diet that even the most sensitive of tummies will love. Choose from a range of delicious recipes each containing 75% high value protein (or a lighter 60% for senior dogs), teamed with a variety of healthy vegetables, including butternut squash or sweet potato. The recipes are gently steamed to retain as much natural flavour and goodness as possible and include added vitamins and minerals to support dogs’ overall health and wellbeing.

Visit: www.forthglade.com Highly commended: Butcher’s Nourishing Food for Dogs - Healthy Heart and Laughing Dog Grain Free Range. www.petproductmarketing.co.uk

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CONSUMER PRODUCT AWARDS

Your Cat Product Awards 2024 Here we reveal the products cat owners chose as the best on the market... n our sister title, Your Cat, we ask owners to tell us what products they like the best to help them care for their cats. Here, check out what consumers have voted as the best products on the market…

Best Specialist Food Carnilove Duck & Turkey Large Breed Carnilove Duck & Turkey Large Breed is a grain-free and potato-free PRODUCT AWARDS recipe, made with 70% Wild-Origin meats. Duck and turkey contain 2024 WINNER high ratios of digestible proteins and unsaturated fats to nourish Best Specialist Food the muscles and restore energy levels. In order to keep ﬁt, adult cats need food rich in quality proteins with adequate and balanced levels of essential amino acids. Carnilove Duck & Turkey Large Breed complete cat food is balanced to support the excellent condition of muscles, bones, and joints of large breed cats, such as Maine Coon, American Bobtail, Ragdoll, Savannah, Chausie, Siberian cat, Norwegian cat and Ocicat. Visit: www.carnilove.co.uk Highly commended: Arden Grange Sensitive Grain Free Ocean White Fish and Potato and ORIJEN Fit & Trim.

Best Cat Litter Breeder Celect Recycled Paper Cat Litter For the past 15 years, Breeder Celect has been providing UK homes with 99% PRODUCT AWARDS recycled paper cat 2024 WINNER litter that is free from Best Cat Litter nasties, like chemicals and additives. Made in the UK, low dust, highly absorbent with natural odour control, ensuring your house smells clean and fresh and, because it’s made from upcycled paper, water and air, it’s soft and safe for little and big paws. Breeder Celect Cat Litter is biodegradable and can be composted once the waste is removed. Look for Ginger on the pack. Celect Better. Celect Ginger. Visit: www.ﬁbrecycle. co.uk/breeder-celect-new Highly commended: Sanicat and Felight Eco 100% Recycled Antibacterial Cat Litter.

Best Flea Product (for home) Indorex Defence Household Flea Spray

PRODUCT AWARDS

2024 WINNER Best Flea Product (for home)

Indorex® Defence is the UK’s number one household flea spray and has been awarded the Best Flea Product (for the home) by Your Cat Magazine 12 years in a row. Indorex® Defence is used to help prevent and treat household flea infestations. The unique formulation kills adult fleas on contact for up to two months and continues to protect your home from fleas and house dust mites for a full year! Visit: virbac.co.uk Highly commended: Frontline HomeGard and Johnsons’s 4fleas Household Spray Extra Guard (with I.G.R).

www.petproductmarketing.co.uk

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Best Wet Food Blink Chicken Pouch Selection in Gravy A cat’s slow blink is a sign of love and trust, so Blink set out to create a brand that cats love and owners can trust. They care about keeping cats healthy and happy which is why they make good, honest food. No added grains, salt, or sugar — just 100% natural ingredients that help with more energy, shiny fur, and happier stomachs. Their gravy meals use high quality chicken fillets from local, British farmers. The chicken fillets are gently cooked in their own natural juices, finished with a tasty gravy to create a complete and nutritious meal! Visit: www.blinkcats.co.uk Highly commended: Carnilove Chicken & Lamb Can and Webbox Naturals meaty selection in gravy (wheat, gluten and grain free).

PRODUCT AWARDS

2024 WINNER Best Wet Food

Best Treat Catit Creamy Catit Creamy is a range of lickable cat treats that cats and kittens around the world love. Made from fresh ingredients with no soy, wheat or added preservatives, making these a healthy, hydrating low calorie cat treat. Available in a range of truly scrumptious ﬂavours, there’s a Catit Creamy for every cat! Visit: www.catit.co.uk Highly commended: Webbox Lick-e-Lix and Pet Munchies Freeze-Dried Gourmet Cat Treats.

PRODUCT AWARDS

2024 WINNER Best Treat

Best Cat Toy

2024 WINNER Best Cat Toy

Catit Groovy Fish With three realistic movement modes and soft padded cover, the Catit Groovy Fish is sure to trigger your cat’s hunting instinct and keep them entertained for hours. A cute and cuddly ﬁsh toy to entertain your cat with a high-quality fabric cover with reﬁllable catnip pocket. Also features a rechargeable battery, a USB cable, and two catnip bags. Visit: www.catit.co.uk Highly commended: Freak MEOWt Catnip Cat Toys and Webbox Cat Playtime Sway and Swat Toy.

Best Flea Product (for pet) Frontline Plus FRONTLINE PLUS® for Cats is the most advanced formula in their range for cats. It kills both ﬂeas and ticks on your pet to help protect them from the discomfort and diseases these parasites cause. Plus, it stops the ﬂea eggs that fall off your cat from hatching in your home. Use it every four weeks for optimal protection and to help your cat feel healthier and happier.

Visit: www.uk.frontline.com/ Highly commended: Johnson’s 4ﬂeas tablets for Cats and Kittens and Bob Martin Clear Plus Flea & Tick Spot-On for Cats. www.petproductmarketing.co.uk

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CONSUMER PRODUCT AWARDS Best Grooming Product

Product You Can’t Live

Animology Glamour Puss No Rinse Shampoo Spray

Without Webbox Lick-e-Lix

Glamour Puss is a gentle, no rinse spray shampoo, which removes dirt and grease from your cat’s fur without the fuss! In a delightful peach fragrance, this deodorising spray also contains aloe vera to soothe and protect the skin while built-in conditioners leave your cat in great condition. Suitable for cats from 12 weeks old.

Made with a soft yoghurt-like texture, Webbox lick-e-Lix are a unique treat for your cat. Feed as a tasty treat, use as a topping or disguise crushed up tablets for your cat. These tasty and nutritious sachets make the perfect daily treat that your cat will simply adore!

Visit: www.animology.co.uk Highly commended: Johnson’s Cat Flea Cleansing Shampoo and Dyson Pet Grooming Kits.

Visit: www.webbox.co.uk Highly commended: Catit Creamy Treats and Petsafe Drinkwell Butterﬂy Pet Fountain.

Best Technology Product

Best Worming Product

SureFeed Microchip Pet Feeder

Dronspot Spot-On Wormer

The SureFeed Microchip Pet Feeder hass been built to help owners stop other pets ets stealing food and to keep food fresher for longer. Allowing cats to graze throughout the day without worrying about food going missing or drying out. ● Compatible with all microchips worldwide d id ● Sure Petcare Collar Tag included for non-microchipped pets ● 6 month battery life (4 x C cell batteries) ● Suitable for both wet and dry food. ● Colourful bowls and mats available (sold separately)

Dronspot Spot-On Wormer has won Best Worming Product again in 2024. Dromtal continue to strive to deliver the best worming product to protect your cats throughout the year via regular monthly worming. Dronspot is the only spot-on wormer that kills every type of intestinal worm commonly found in UK cats and being a spot on wormer gives you an easy to use solution to apply. Drontal believe they deliver a great quality product that helps to protect not just your cats but your family as well from the risk or worms.

Visit: https://www.surepetcare.com/en-gb/pet-feeder/ microchip-pet-feeder Highly commended: Catit PIXI Smart range and Dyson V12 Detect.

Visit: www.drontal.co.uk Highly commended: Johnson’s One Dose Wormer Tablets and Beaphar WORMclear® Tablets for Cats.

Best Dry Food Best Health Product

Webbox Complete Dry Adult Cat Food

Feliway Optimum FELIWAY Optimum helps to reassure and prevent unwanted cat behaviour, as well as helping cats to live together in harmony. This innovation has been proven to help cats with more stress-related signs and faster than the existing pheromones on the market. These include scratching, urine spraying, multi-cat tensions and conflicts, and changes and fears. The diffuser and refill last for 30 days and the refill can then be replaced with a new one.

Visit: www.feliway.com/uk Highly commended: Pet Remedy Natural Calming and Emotional Wellbeing for Cats and Catit PIXI Drinking Fountain..

This innovative recipe of high-quality protein, natural antioxidants, and nutritional cereals contains everything your cat needs to maintain a healthy lifestyle. Added beneﬁcial ingredients help to alleviate known problems in feline health; Yucca aids the digestive system, cranberry for urinary tract health, and marigold extract for a strong immune system. High levels of delicious fresh chicken also ensure that your cat will ﬁnd this a tasty, irresistible meal that keeps them happy and healthy.

Visit: www.webbox.co.uk Highly commended: Burgess Cat Chicken with Duck and Carnilove True Fresh Fish.

Best Insurance

Best Online Pet Retailer

Petplan

Zooplus

Petplan is the UK’s No. 1 pet insurance provider and they’ve been helping keep the nation’s pets healthy for over 45 years. They cover things some other pet insurers don’t and never charge you more for claiming, so you can always get the care your pet needs. Both their Essential and Covered For Life plans are packed with beneﬁts to give your cat access to the best care after an illness or injury.

Zooplus said: “It’s a purr-oud moment here at zooplus! We’re thrilled to announce that our pet shop has clinched the prestigious title of Best Online Pet Retailer. This accolade is a testament to our unwavering dedication to providing outstanding service to our fantastic feline-loving community. A heartfelt thank you to our amazing customers for entrusting us with the well-being of your cherished cats. Rest assured, we’re on a mission to continue delivering top-tier service and products.”

Visit: www.petplan.co.uk Highly commended: Purely Pets and Insurance Emporium.

Visit: www.zooplus.co.uk Highly commended: petshop.co.uk and Pets and Friends. www.petproductmarketing.co.uk

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Happy healthy smiles in 3 ... 2 ... 1 ...

More chew time = more cleaning time* More effective at reducing plaque & tartar** Daily support for your dog’s oral health

FREE WHIMZEES POS available from Kennelpak.

Daily Dental Treats ."%& 8*5) "--Ŵ/"563"- */(3&%*&/54 For sales enquiries, free POS and more information please contact sales@kennelpak.co.uk *Based on studies comparable products conducted by an independent kennel. **When chewed daily. Freshens Breath - Supports healthy Gums - Reduces Tartar - Reduces Plaque.

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RAW PET FOOD

ﬁnition

RAW — feeding pets a diet of uncooked meats, bones, and organs. Raw pet food is where there has been no processing of the ingredients except for chilling or freezing.

Q&A on raw pet food Answers to all the essential questions about raw pet food. Why do owners feed raw food? Raw diets are seen as pet’s ancestral diet. Our pets have descended from ancestors that would have had to hunt their food and fed directly on their prey. So, there is a belief that feeding raw meat is the most natural diet for our pets and that it brings beneﬁts that cats and dogs gained before the invention of manufactured pet food.

What are the reported beneﬁts? Many owners report that feeding a raw diet has been a revelation for their pet. Often, independent retailers have been inspired to become raw stockists after seeing the impact raw feeding has had on their own pets. The reported potential beneﬁts include: ● Cleaner teeth and healthier gums. ● Better skin and coat. ● Improved behaviour. ● Improved and more balanced ● energy levels. ● Better weight control. ● Stronger immune system. ● More enjoyment of food. ● Less faeces (and less smelly!)

The beneﬁts of raw feeding have not been backed up with official studies but feeding raw has undoubtedly become a movement within pet ownership.

in certiﬁcation schemes, such as the UK Pet Food Raw Pet Food Certiﬁcation Scheme and RawSafe, to underline their credentials of producing raw food in the safest possible way.

Is raw dog food safe? There are concerns surround feeding raw, as raw meat can contain bacteria, parasites and pathogens that can pose a risk to pet and human health, such as E.coli and salmonella. These are usually killed off during the cooking process which doesn’t happen with raw food. Good hygiene (cleanliness, washings hands, and washing utensils) is crucial when you’re handling raw meat. UK Pet Food, the association for pet food manufacturers, has many resources including free guides and educational posters on how to handle raw pet food. Visit: https://www.ukpetfood.org/resource/ raw-feeding-factsheet.html It is recommended that owners feed professionally prepared raw food, as there is a danger with homemade diets that they won’t provide all the nutrition pets need. They have a level of expertise in pet food and are subject to legislation. Manufacturers can also choose to take part

What formats do commercial raw pet foods come in? Raw pet food comes in both complete and complementary varieties, in a range of different formats. These can include frozen minces, nuggets, treats, and meals, as well as freeze dried recipes. The meats provided in raw pet foods can include chicken, beef, turkey, duck, rabbit, lamb, venison, and white ﬁsh.

What is needed to be a raw food stockist? Selling raw pet food requires retailers to have freezers to be able to stock commercially prepared raw diets. There will be the physical job of regularly loading the stock into the freezers. There are a host of manufacturers you can work with to stock their brands and recipes. Brands will often also provide some marketing support including listings on

www.petproductmarketing.co.uk

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HAVE YOU SIGNED UP FOR THE PPM

? r e t t e l s new

WHAT YOU GET... ● Weekly update ● New products

straight to your inbox ● Latest pet industry news ● Useful resources you can use on social media

Visit https://bit.ly/ppm-newsletter

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RAW PET FOOD

their website, point of sale marketing, social media assets, and branding resources. It is worth travelling some way to visit a retailer to see their set up and check out what brands they stock. Why not organise to have a chat with the owner?

How to switch to a raw diet and how much to feed? There is conﬂicting advice. Some brands recommend pets going ‘cold turkey’ and just providing the raw food immediately. Other brands suggest making a slow transition over a period of around 10 days from their previous diet to raw food. It is possibly best to follow each manufacturer’s guidelines or come to a decision after further research. Each brand will provide feeding guidelines that explain how much to feed a pet. You can advise customers to follow these feeding guidelines.

Where can I ﬁnd raw pet food manufacturers that I may want to work with?

When choosing which raw pet food brands to stock, you need to do your homework. Understand what each brands offers in terms of the beneﬁts of the product, the margins for retailers, and how you can work together with the brand in terms

of marketing and supply. There is no one definitive list of trusted raw pet food manufacturers, but there are organisations who can help to link you up with raw brands and lots of information out there. Visiting the UK Pet Food website is a good starting point. You can find a list of their members (https://www.ukpetfood. org/membership/members-of-ukpetfood. html) who have signed a charter and code of practice. Their membership is a sign of commitment to certain standards and knowledge. There are over 15 raw pet food manufacturers who are members. UK Pet Food also runs its world-leading Raw Pet Food Certification Scheme of which six brands are officially certified through. The Pet Industry Federation is an association for all types of businesses in the pet industry. Many raw pet food manufacturers are members and have signed up a charter to commit to best practice when it comes to animal welfare and customer service. Visit https:// petfederation.co.uk to search their membership database. You can also widen the net by searching on Google, visiting other pet stores, or getting recommendations in the trade — perhaps some customers have got recommendations or you could speak to your wholesaler.

HYGIENE & HA COMMERCIALLYNDLING ADVICE FOR PREPARED RAW FOOD, FROM FRE EZER TO BOWL PET YOUR DOG’S RAW

FOOD FREEZER

YOUR ROAST DINN ER

Read information on the product packaging for freezing directions DEFROST Defrost in an airtigh t, leak-proof conta at the bottom iner of the fridge. Keep for up to 3 days after defros ting. Never refree ze. PREPARING Wash your hands with hot water and disinfectant soap after handling raw meat and its packaging. MEALTIME

Remove and carefu lly dispose of of any uneaten raw pet food, soon as your pet has ﬁnished eating.

AFTER THE MEAL Clear away the plates and remove all leftove rs.

KEEPING IT CLEA N

Immediately after each use, wash and disinfect all surfaces, dishes and utensils that contact with raw have been in food.

For more infor or simply scan mation and guidance please the QR code oppo visit www.ukpe tfood.org site

Useful resources Responsible raw feeding for cats and dogs: https://www. ukpetfood.org/resource/rawfeeding-factsheet.html Handling commercial raw pet food safely poster (downloadable PDF): https://www.ukpetfood. org/resource/handlingcommercial-raw-pet-food-safelyposter.html Educational poster about Raw Pet Food certiﬁcation: https://www.ukpetfood.org/ resource/educational-posterfrom-uk-pet-food-highlightshow-the-new-raw-pet-foodcertiﬁcation-scheme-works-andwhat-it-means-for-pet-owners. html RawSAFE: https://rawsafe.com/

In 2022, the wet dog raw sector was valued at £211m and stats for 2023 are expecting that number to rise.

www.petproductmarketing.co.uk

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BUSINESS ADVICE

hen recruiting for vacant roles within your company, a huge concern may be how to retain the talent you’re bringing in. Especially considering the research showing that 30% of new starters leave their roles within the ﬁrst three months, and the ﬁnancial impact of replacing them can be as much as £30,614, as per research from Oxford Economics and Unum. This is a great example of why a good onboarding program can play a huge role in the retention of top industry talent. Caroline Gleeson, CEO of Occupop, a provider of industry-leading hiring systems, offers expert insight into making a positive impact on your business with recruitment and onboarding.

Employee Experience: How to Make a Positive Impact with Recruitment and Onboarding Introducing workers to the company’s culture When hunting for new prospective hires, it’s important to find workers who fit your company’s vision for what it means to be a hard worker with the same goals and drive. Knowing they’re aligned on your values can be reassuring that they’ll work hard to meet targets. You can also use the recruitment process to find out whether these new hires fit not only your company’s vision but the environment and culture that your

workforce has cultivated. An ideal candidate would be someone willing to integrate into the team and get along with everyone while also being able to maintain their work-life boundaries.

Increased engagement and greater retention Disengaged employees have been found to cost the UK economy as much as £340 billion a year. But how does a lack of engagement occur? One reason for employee disengagement is a lack of connection to their role and the business. If interpersonal connections to colleagues and management aren’t made, it can lead to workers feeling isolated and actively disengaging or looking for opportunities elsewhere. This area could be signiﬁcantly improved when addressed at the source. When recruiting new talent to the workforce, onboarding them effectively can help with long-term productivity, as they feel more connected to the aims and goals of the business. According to B2B Assets, an in-depth onboarding process improves worker retention by 82%, proving that your recruiting and onboarding processes should be reﬁned to ensure you’re retaining the

top-quality talent within your staff.

Overcommunicate and leave no stone unturned The recruitment process and onboarding can be highly formative for new starters to be made aware of exactly what their roles and responsibilities will be when they get to their workspace. However, research from Gallup has found that only 29% of new hires feel prepared and supported adequately to perform well in their new role. This is why when you’re first recruiting new starters, it’s important to communicate the expectations and specifications of the role through interviews. Building out your interview processes can help you find the right prospect for the job and ensure you’re making a quality hire. When you’ve filled the role, it’s important to help them feel confident in their new job by going above and beyond when it comes time to get started. Through onboarding, you can overcommunicate about the objectives and aims of the role through conversation and printouts they can keep while also keeping the floor open to questions. This way, they’re getting all the information they could possibly need to feel prepared to start.

www.petproductmarketing.co.uk

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WILD FEEDING MARKET

Wild Animal Feeding Helping the animals who wander into our gardens is growing in popularity — are you ready to cater for that market? here is no doubt that we are a nation of animal lovers — and that doesn’t stop with our much loved pets. Feeding wild animals is part of the collective conscience that sees so many people caring for nature, and in particular, the visitors to their outdoor spaces.

Wild feeding market In 2022, UK Pet Food, the association for pet food manufacturers, suppliers, and the wider industry, whose members account for over 90% of the pet food market, reported that over half of UK households feed wild birds. Of those with an outdoor space, 58% feed birds with this becoming more common with age. Of those between the ages of 65 — 74, an incredible 71% feed wild birds. UK Pet Food estimates that the wild bird food market in 2023 is worth

£380m, up by £35m on the previous year. The two main reasons cited for feeding wild birds were for enjoyment (71%) and a general desire to support local wildlife (54%). That latter statistic is particularly enlightening to a key point — it’s not just about wild birds. While wild birds is undoubtedly the largest sector of wild animal feeding, people want to support various types of wildlife that wanders into their outdoor space. The garden animals people want to help include birds, hedgehogs, badgers, squirrels, and foxes, as well as ducks and swans in their local area. There are products on the market to cater for all of these species. Feeding wild animals is a growing market and is even increasing with the younger generations. Nicole Paley, Deputy Chief Executive of UK Pet Food,

commented on the wild bird feeding survey: “Bird feeding has traditionally been a hobby for older generations but our survey highlighted that 43% of 16-24 year olds and 50% of 25-34 year olds feed the birds, which is wonderful.” The wild animal feeding market provides opportunities for your business. If you’re weren’t already convinced, the UK Pet Food survey also found that pet owners are more likely to feed wild birds, compared to non pet owners! While you may have thought wild animal feeding was more the domain of garden centres, then this stat shows that you already have an audience to which wild animal feeding is likely to appeal. Wild bird foods could provide that extra basket spend from your regular pet-owning customers. And of course, offering catering for garden visitors could attract new custom too.

www.petproductmarketing.co.uk

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MANAGING SUNFLOWER FOR A HAPPY AND HEALTHY PARROT We all know parrots love sunflower seeds. They’re high in energy, fats and carbohydrates which are essential nutrients for parrots. However, some birds can become addicted to sunflower, too much of which can cause problems such as, a vitamin A deficiency or lymphomas. At Johnston & Jeff, we first developed two specialist blends that are rich and nutritious, right for the particular species but low in sunflower.

Low Sunﬂower for African Greys

Low Sunﬂower for Large Parrots

We then devised our Parrot Lean & Fit blend, which contains no sunﬂower seeds and no nuts and is perfect for parrots that require a lower energy or maintenance diet. It also allows you to feed nuts and sunﬂower seeds separately as a treat or even a training aid, without adversely affecting the diet. Parrot Lean & Fit

Please note, Johnston & Jeff’s foods are only available through retailers or online. Please contact us to ﬁnd your nearest stockists or for more information. Johnston & Jeff Ltd. Baltic Buildings, Gateway Business Park, Gilberdyke, East Riding of Yorkshire, HU15 2TD T: 01430 449444 • E: mail@johnstonandjeff.co.uk • www.johnstonandjeff.co.uk Johnston & Jeff Ltd @johnstonandjeff @johnstonandjeff

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08/01/2024 13:09

WILD FEEDING MARKET

Feeding wild birds top tips All year round feeding eople are often aware of feeding birds when food is scarce during winter, but it actually helps birds if people provide for them all year round. The RSPB gives advice on feeding in autumn and winter, as well as spring and summer. Richard Johnston of Johnston & Jeff and Chair of the PFMA Bird Group commented: “PFMA data confirms that most people (56%) feed the birds in the Winter. However, during Spring and Summer this figure falls to 47% and 41% respectively. We want to raise awareness of the little-known period in Spring which is called the ‘Feeding Gap’. This is when natural food supplies are depleted following the winter. It is also a busy time for the bird population who are feeding to satisfy the demands of their young. Supplementing their feed at this time can be particularly beneficial.” Educating customers on how birds can benefit from feeding all year round can help the wild birds and increase revenue!

Many birds will eat a variety of feeds, but some species have certain preferences. For example, some prefer to eat from the ground, whereas Different others prefer a feeder. Some species may prefer speciﬁc foods, such as Goldﬁnches that seem types of birds to love nyer seeds. With a little research — the RSPB website (www.rspb.org.uk) is very handy — you can help guide customers to buy the right equipment and foods.

Provide water

It is important to provide birds with clean, fresh water. Shallow containers, such as plant saucers, are ideal for giving birds access. Just be sure to clean water providers regularly.

It is important to keep feeders, bird tables, and baths clean. If bacteria is allowed to build up, it can spread viruses and diseases which can hit birds hard. Use warm, soapy water to get equipment Keep clean, as well as feeders a mild, non-toxic clean disinfectant. If you ever see signs of disease in the birds in your garden, stop feeding them for at least two weeks.

How often

It is recommended feeding birds once a day. This will attract more birds and they will get accustomed to the food being provided.

Wild bird products you could stock Food — birds eat a variety of different seeds, suet, fat balls, peanuts, mealworms and insects. Manufacturers produce a vast range of foods you can supply to your customers. If you’re unsure of what to stock, it’s a good idea to tap into their expertise. Bird tables — a bird table is suitable for year-round feeding. Different designs can have pros and cons, so it is worth doing your homework so you can promote the beneﬁts of what you stock to customers.

Feeders — from hanging varieties and ground feeders, to mesh or solid walled, there are a range of feeders on offer. Different food types need different feeders. For example, seed mixes will need a solid walled plastic tube feeder with access at the bottom, whereas peanuts work better with a mesh feeder. Nest boxes — providing a safe place for birds to roost is popular with bird lovers, and gives added enjoyment and interest to customers.

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10/01/2024 15:14

ADVERTORIAL

n the UK, 41% of households with outdoor space enjoy wild bird feeding, providing not only enjoyment but also essential support for local wildlife. The UK wild bird food market reﬂects this passion and is valued at £235m and continues to grow despite economic pressures. While there is year-round demand for bird feeding products, winter brings a peak in sales as natural food sources are scarce and our friendly garden visitors are in search of additional nourishment to help sustain them through the colder months. Extra Select has been providing affordable and dependable bird feed solutions since the 1970’s and is now undergoing a brand re-fresh. The new look packaging was ﬁrst seen with the new Indoor Bird Food range launched in 2022 and is now in the process of being rolled out to the popular tubbed bird feed range, which is in double-digit growth YOY.

Extra Select: the stand-out

bird feeding solution Convenient and Sustainable: One of the standout features of the Extra Select range is the handy tubbed format, ensuring a great keep fresh storage solution, maximising product life. Asides from making the products more accessible and user-friendly, the tub can also be re-ﬁlled and reused again and again. Plus, shoppers can be reassured in the quality with a clear view of the product inside. Complementary Offerings:

A Fresh perspective: The new look range, with its fresh, colourful, no-fuss, contemporary aesthetics will help to inject renewed enthusiasm from existing avid bird feeders and those new to the category alike. Reﬂecting the brand’s commitment to staying relevant and helping to position Extra Select as a leader in the industry.

Extra Select is proud to have recently introduced accompanying ﬂiptop feeders and a feeding station to complement the outdoor bird foods range. These additions enhance the overall bird-feeding experience, providing enthusiasts with all the tools they need to create a welcoming environment for a variety of bird species

into their gardens.

Wild Birds and Beyond: Extra Select

caters for more than just wild birds. The nature range provides feathery, furry, and prickly friends from squirrels to hedgehogs all the essential nutrients and energy they need to thrive outside. It too comes in a choice of format – bagged or conveniently tubbed and all products in this range are proudly made in the UK. The Extra Select range doesn’t just stop there, it offers almost 1,000 lines for dogs, cats, small animal, poultry, ﬁsh and more, making Extra Select the one-stop shop for pets and friends of all shapes and sizes. With a legacy that spans decades and a commitment to modern innovation the brand cements its position as a go-to choice for animal enthusiasts.

Improved Shop-ability: Navigating the extensive variety of bird food options can be daunting for customers, but with Extra Selects refreshed packaging design, the product has great stand-out shelf presence helping customers to ﬁnd the product that matches perfectly to their needs. Extra Select is available exclusively through Su-Bridge Pet Supplies. Visit www.su-bridge.co.uk or call 01953 882485 to set-up your account and begin ordering today. www.petproductmarketing.co.uk

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WILD FEEDING MARKET

Feeding wildlife If you have any ponds, provide a sloped edge so any wildlife can get out if they accidentally fall in.

Scattering food can make wildlife need to forage which can give you more time to watch and enjoy their movements!

Clean the dishes with hot, soapy water to reduce the risk of spreading disease. Do this outside so as not to risk bringing any contamination inside.

Provide fresh water for the wildlife in your garden.

When feeding hedgehogs, provide specialist hedgehog food, or use plain kitten biscuits or wet dog or cat food.

Check the food and water dishes each day. Remove any left-over food and top the dishes up with fresh provisions.

Do not leave bread or milk for hedgehogs — it’s not good for them!

Research what different species can be fed safely.

If the wildlife food is being stolen by cats, you can build a shelter from a few bricks with a entrance only big enough for smaller wildlife.

Wildlife

Useful links

● Hedgehogs

For more expert advice on how to feed wildlife, visit: ● www.wildlifetrusts.org ● www.rspca.org.uk ● www.woodlandtrust.org.uk ● www.rspb.org.uk

● Badgers ● Squirrels ● Foxes — this needs to be done carefully.

Research this thoroughly ﬁrst and never try to hand feed them. www.petproductmarketing.co.uk

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The complete feed and accessory range for wild birds

Supporting nature's balance, honestly Our food for feathery, furry, and prickly friends provides essential nutrients and energy for a thriving wildlife all gardens. fe community in a

Made in the UK

WWW.SU-BRIDGE.CO.UK South West Emma Frake 07747 031878

Su Bridge.indd 2

West Midlands Sara Giles 07730 529250

North West Cheryll Flanagan 07443 072244

North & Scotland Ian Pullman 07387 023977

TEL: 01953 882485 National Sales Manager Lynne Hopwood 07500 905739

East Anglia Liz Matthews 07827 963931

East Midlands Jacky Rees 07889 167348

London & South East Tracey Clark 07894 586648

08/01/2024 13:42

EXCLUSIVE INTERVIEW

Pet Trade People: Tony Raeburn We sit down with Tony Raeburn of Pets Choice to chat about his incredible journey in the industry. Where did your journey begin in the pet trade? My father had a grocery agency with a few staff, and it was a nice little business. I was the only one of my siblings that was interested in the family business always spending time with my father during school holidays visiting customers. However,

during my third year at university, my father phoned me up and said: “I’ve sold the business. In a year’s time, when you ﬁnish university, we can start up again if you’d like.” So, I went home, and we started a new food broker business. I spent 10 years building the business from scratch which

was extremely hard work. Without my father, his knowledge, and contacts, I think it would have been very difficult. That is when I ﬁrst entered the pet industry. We saw a tube of dog food called a chub in a pet shop under a brand called Davies and I thought that was a great idea to launch into the grocery market. Fortunately,

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I managed to find an ex-butcher to set up a production site in Nelson, Lancashire. We launched under my brand, Top Gold, and we sold into the cash and carries. Our first customer was Nurdin and Peacock, which eventually became part of Bookers. We had our first delivery into stores, and I went in to see the product on shelf. However, I couldn’t find it and when I spoke to a member of staff, he told me that it had sold out in a matter of hours! I was only in my mid-twenties but at that point I knew it was going to make us some money.

You’re synonymous with Pets Choice. How did you ﬁrst become involved with the business? We needed to diversify our business. In 1990, I approached Ted Davies, who was the biggest distributor of chubs in the pet trade, while I was biggest in the grocery sector. I said to Ted, “Look, why don’t we combine our turnovers and become a joint force?” He said, “That’s a great idea but I’ve just sold my business to Pets Choice.” Pets Choice was basically put together by city investors in London. Someone had the idea that they would buy several pet companies, build them, and then ﬂoat them. I sold my

brand and signed an agreement to head up a grocery division for Pets Choice for a sixyear period. I concentrated on building the sales in grocery but eventually the whole group started to collapse by mismanagement. Pets Choice ended up with over 100 shareholders investing in the business, heavy losses, shareholders falling out on a regular basis culminating in Pets Choice being on the verge of bankruptcy in circa 2002. The largest shareholder, Charles Von Westenholz, phoned me up saying that the company was on the verge of receivership. That’s when I decided to convince him that we could turn this around. He said that no shareholders would invest further to keep the company alive. So, I said: “I’ll invest.” Then in 2002, Charles and I took over the running of the business. Charles took over the ﬁnance and I took over the strategy and sales.

What did you do to turn Pets Choice around? We were predominantly a chub manufacturer, and all the chub manufacturers had virtually gone bust. We bought the biggest competitor called

Webbox. We then had a situation whereby we had a different brand in every retailer, so I went round to every customer and said: “We’re not doing any other brands apart from Webbox or Davies and, if we don’t gain full support then we go bankrupt.” So that’s how we started. In 2002 we inherited a mess. Court injunctions against the company, credit notes that could not be processed as we were already at the maximum of our bank factoring facilities and millions of loan stock outstanding. Charles did an incredible job convincing shareholders to write off much of the loan stock whilst I concentrated on re-building the sales. I live in Essex. He lived in Hertfordshire and so we ﬂew up every week to Blackpool and then on to Blackburn. We started very, very slowly turning it around but we were working from old premises which made it difficult. By 2006, we had tidied up the company and were in danger of making a proﬁt.

You went on to complete a buyout of Pets Choice — tell us about that. Charles went skiing — he was a fantastic skier and competed in the Olympic Games

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EXCLUSIVE INTERVIEW

“

I wan want to be a £200 million wa busine business, but you’ve got to do it in the right way. ay ay.

”

for the UK — and he had a heart attack and sadly died on the slopes. All I had was a oneline email on our plans as we had always just operated with trust. His sister was married to a man called Anthony Oppenheimer, who owned at the time, De Beers. I went to see him in his Holborn offices and explained what Charles and I had been planning to do. He backed me to carry out a management buyout. So, we completed a buyout in 2006 and we went from 110 shareholders down to ﬁve of us: myself, Ted Davies, and some other silent investors. Between 2006 and 2014, we began developing the business but the problem we had is that even though I had investors behind me, they weren’t willing to invest in new assets and equipment due to previous losses. One way that I could build the business was to go out into Europe and the Far East and look for people to produce products for me under our brands. We launched cat treats in 2003 and today Webbox has the number 1 bestselling cat treat in the UK market with Webbox Lick-e-Lix. Come 2012, I had

become the largest shareholder in Pets Choice and had maximised what I could do without investment. I went to the board and explained that we needed a plan of investment so that we could have a saleable business. They said, come back with a threeyear plan. I came up with the plan that we would buy a new warehouse, which is actually the warehouse we have now and one end of it was about 20,000 square feet, which was dilapidated. We would knock that down, build that into a new manufacturing factory, and gain BRC accreditation and then look to sell the business. So, we bought this warehouse, and we were just about to lay the ﬁrst brick when we had a board meeting in London. I walked in and there were two guys at the end of the table I’d never seen. They were actually from a company of advisors and they advised the board that we shouldn’t wait two years as it may not work and the investors should sell now. I said that if we sold now, it would only be sold to another company within the pet industry and they would close Pets Choice down. I’d been traveling up to Blackburn for 18 years by then, and to lose 90 jobs in Blackburn and not take it to the next step, I thought was criminal and so I said: “Give me 12 weeks and I’ll look to buy you.” In the summer of 2013, I bought them

with a partner and since then we’ve built the business from around £22million turnover to over £100 million in 2023.

What does Pets Choice look like today? We have a state-of-the-art head office and have invested in people. We have brought as many roles in-house as we can and have gathered a group of fantastic individuals such as brand managers, designers, category, PR, social, sales and operations to drive the business to a different level. We will continue to invest heavily in our sales teams to really drive volumes and that will hopefully bring proﬁtability and enable us to invest back into the business. As a private business, as opposed to equity, we’re continuing to reinvest everything we have back into the business and the local community.

Building Pets Choice has also included acquiring other brands, including Bob Martin. What do you look for when acquiring new brands? We’ve been on an acquisition trail, and we’ve acquired some really great brands, such as Spike’s, TastyBone, WildThings, Feathers and Beaky, Hatchwells and Animate. We have Webbox, which is a very,

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“ ” We’ just getting started We’re rted

very ry strong brand in grocery, but it’s now very ry strong in the pet trade as well. Even though we have driven Webbox the other way round, we will not drive our dedicated pet brands into the grocery market, which I think is key for growth, loyalty and respect in the pet trade. I have been fortunate to have bought companies where individuals have approached myself wanting to sell their brands for a fair price to retire, but wanting more importantly to sell to a company which would carry on building on the ethos that they had built their brands. We’ve identiﬁed them as niche brands that can be developed. When you’re a company of our size, I think it’s very hard to acquire companies that are being sold to equity. We’ll never have the money that equity has to buy companies. We therefore need to ﬁnd acquisitions that are smaller, but we see great potential for. In the case of Bob Martin, our largest acquisition to date, it unfortunately went into receivership and we purchased from the receiver which fortunately would not have been attractive to equity investors. The Bob Martin acquisition entered us into the pet medical market; it’s very different but we put quality at the forefront to ensure the products were the best they could be. We’ve turned that company around from a loss-making business to a thriving business, investing in more

equipment, driving greater efficiencies, launching new products, and growing.

How much satisfaction do you gain from the impact that your businesses has had on communities? Blackburn, and the people there, are very close to my heart. We do a lot of local support. We support the Blackburn Youth Zone heavily and work alongside many other charities. I think employing local people and creating jobs, whether it’s in any of our sites in Blackburn, Yatton or Cardiff, is fantastic. I see no reason why we cannot double our turnover over the next decade towards a £200m business however we have to do this in the right way. You must create the right atmosphere and take your workforce along with you on the journey. You’ve got to have people who want to work for you. Whoever you are, it’s about how you can work together. We’ve got in excess of 350 people now. I think it’s amazing, but I want to create not only jobs for people but create fulﬁlling careers. And the only way you can create tangible careers is with people who want to succeed and by giving them a company that is succeeding and growing sales and proﬁtability. That’s what I’m passionate about.

Would you ever consider retiring? My wife would love me to retire! But I’ve no desire to. If we were on a sell-out program, we wouldn’t be investing as we are. I would love to pass this on to my son and daughters. My son, James is already in the family

business but not in the pet business. I think the pet industry is great and there are so many opportunities — we’re just getting started!

What personal qualities would you say have made you successful? I was never the most academic person however by perseverance I managed to go to university where I learnt valuable life skills and realised that employing staff much more intelligent than myself and giving them the freedom to be entrepreneurial was a way to build a business. I think I’m quite good at making decisions and I don’t fear failure. There’s a lot of people in life that say: ‘I could have done that.’ But they don’t. I’m well prepared to put everything on the line to borrow money to grow the business. I’ve never been afraid because I believe I will succeed, taking great employees along the journey with me whilst having some fun along the way.

Are you a pet person yourself ? I am a pet lover. My ﬁrst cat was called Bobby, and I’ll never forget Bobby. I had a dog and she’s on my business card. Unfortunately, she died 18 months ago, she was a real trendy Golden Retriever. At the moment, we don’t have any animals but we would love to get another dog.

What have been the highlights of your career? There’s so many! One of my highlights was meeting the Queen in Buckingham Palace. We received the Queen’s Award for Enterprise and International Trade for TastyBone. The other one was completing the Great North Run. We raised around £5,000 for Guide Dogs which is a charity close to my heart. I must be mad because I hate running!

www.petproductmarketing.co.uk

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08/01/2024 11:32

MARKETING AND BRANDING

n a crowded market, how do you ensure that your brand stands out? Fundamentally, it comes down to core brand values: having a clear brand identity and a unique selling point to cut through all the noise. Raw dog food brand

NAKEDDOG is a great example — it’s authentic, honest, bold, and never afraid to tell it how it is. We hear from Rachel Duffy, Commercial Director at NAKEDDOG, on how they bring their brand values to life to ensure they stand out from the pack…

Building brand values With many brands, it is instantly recognisable what they stand for. Leading marketing agency NOBULL chat to a raw pet food company about how they’ve achieved this level of brand identity. Can you provide a brief overview of the NAKEDDOG brand? 44

Our name ‘NAKEDDOG’ does a pretty good job of summarising the brand. Our products are NAKEDly good! Our recipes are carefully curated to be naturally complete, with no added pre-mix and we’re transparent about our best-in-class manufacturing. We were the ﬁrst manufacturer to receive the UK Pet Food Raw Manufacturers’ accreditation and are really proud of our commitment to quality and safety. We want to make raw feeding accessible to as many dogs as possible by making it simple to serve up, safe, and as nourishing as possible.

What makes NAKEDDOG different to other raw dog food brands? All our ingredients remain frozen throughout production, meaning they hold on to as many nutrients as possible, and they maintain their integrity. They’re then decanted into resealable, recyclable tubs that can stay in the fridge for up to four days. This format prevents any cross contamination of ingredients in the kitchen, making it by far the safest option for feeding raw dog food. It also makes feeding raw super simple – you can simply portion out your dog’s meal and then pop the lid back on the tub and back into the fridge. No hassle and less ick-factor.

understanding as much as there is to know about dog nutrition and was able to combine these two great strengths into NAKEDDOG. Since our launch in 2019, the brand has gone from strength to strength and now feeds ﬁve dogs every single minute!

What are your core values? Not only do we use exceptional quality ingredients, our recipes are also complete only by virtue of the ingredients they contain (no premix). We tell the NAKED truth because we have nothing to hide. We celebrate that all dogs are different, so have products to cater for every shape and size. Just like dog ownership, there is humour is NAKEDDOG too — we always try to see the funny side of things.

How do you ensure these core values extend through the company culture and into your products? We live our core values every day. We’re honest with one another, we celebrate differences, and we are serious about doing a good job. And we have a laugh! Craig still hand-curates every recipe we make and so our commitment to best-in-class recipes and ingredients remains at the heart of the business.

How did the NAKEDDOG brand come about?

Visually, how do your logo, brand colours, and general brand identity communicate these brand values?

Our leader, Craig, was a butcher and knows all about the ﬁnest cuts of meat and their nutritional content. One of his other great passions is his dogs, so he set about

Our packaging is bright, bold, and transparent. It is easy to understand and catches the eye. Just like us! We use bold images and clear compelling messages

because we want to make it easy for dog owners to feed raw.

In a competitive market, how do you ensure you’re one step ahead and standing out from the pack? We are proud of everything that makes NAKEDDOG different. Our market leading format makes raw feeding safe and very easy; our products are NATURALLY complete and contain no premix, and our production is best in class.

How do you think your brand values beneﬁt the wider business? We live and breathe NAKED authenticity, which means being transparent with each other, our customers, our consumers, and our suppliers. We also bring the joy of dog ownership with us into our working attitude but take very seriously our responsibility to provide the best possible food to as many dogs as possible.

About NAKEDDOG NAKEDDOG is an independent, family-owned business creating raw meals for dogs. With the expertise that 50 years in the meat trade brings, it understands how to produce raw meat foods better than anyone else to help your pet thrive. Visit www.nakeddog.co.uk

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03/01/2024 14:13

SMALL COMPANIONS well-trained dog is a happy dog. Not pulling on the lead may mean more walks. Good recall means more freedom to explore. A happy, well-socialised pet can join in with family activities and is less likely to suffer with anxiety or other behaviour problems. With canine behaviour issues regularly making front-page headlines, and an ever-increasing number of pets relinquished to rehoming centres, tackling pet behaviour is more crucial than ever. Of course, it is not just dogs that beneﬁt from some investment in training. From hamsters and guinea pigs to rabbits and rats, training is a great opportunity to strengthen the pet-owner bond and provide enrichment.

Owners who have strong bonds with their pets are much more likely to seek veterinary care

Treats, training and positive reinforcement 46

Pets with undesirable behaviours should be examined by a veterinary surgeon to rule out a physical cause, and many require referral to a qualiﬁed pet behaviourist. However, owners will often turn to specialist pet retailers for additional advice. Being able to support these pet parents can help establish your expert credentials, creating loyal customers and repeat store visits. So, what is the latest when it comes to training and behaviour?

Reward-based training In the past, training was rooted in dominance theory, a situation that sometimes gave rise to punitive and forceful training techniques. These outdated methods often led to pets feeling intimidated, anxious, or frightened, and increased the likelihood of behavioural issues. The good news for pets and owners is that these days positive reinforcement is widely accepted as a far superior and kinder method of training. So, what is positive reinforcement? Put simply, it is training through the use of rewards and encouragement. Whether it is a treat, a toy, or simply the undivided attention of the owner, the reward is tailored to whatever motivates the individual animal. 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.

Why use positive reinforcement? ● Reward-based training is the best way for pets to learn. ● Positive reinforcement adds fun and strengthens bonds. ● Owners that use reward-based training report fewer behaviour problems.

Picking a positive for small pets The motivator to learn will differ between species, and even between individuals of the same species. For small pets, a tasty treat is usually the most effective training tool. Treats should be highly palatable and fed in moderation, and adding variety will also help maintain interest. And it is not just pets that appreciate choice, owners do too. From Selective Naturals, which are high in ﬁbre, to the great value Tiny friends Farm treat range, Supreme has options to suit all tastes and all budgets. How about Russel Rabbit Loopies with carrot and mint or Berry Loops with cranberry and Timothy hay for training time tastiness?

Dog treats for training When it comes to dogs, while some are motivated by a toy, and others thrive on attention, most are also highly food motivated. A few pieces of kibble can be a good choice but may not always be sufficiently enticing. To enhance engagement during training sessions, offering a separate selection of treats,

distinct from regular meals, can increase motivation. Supreme’s new Tiny Friends Farm Danny Dog and Dolly Dog treats are made with tasty natural ingredients and gently oven-baked for maximum ﬂavour. ● Danny Dog Doggy Donuts and Dolly Dog Tasty Bones are formulated with chicken. ● Danny Dog Yummy Sticks feature a blend of chicken and garden vegetables. ● Dolly Dog Crunchy Cookies offer a plant-based option with peanut butter.

Clicker training and verbal markers With positive reinforcement, timing is everything. During the introduction of a new behaviour, offering a treat every time the desired action is performed is essential. As the behaviour becomes established, the frequency of treat-offering can be gradually reduced to every other time, then every third time and so on. Training sessions should be kept short, initially no more than ﬁve minutes, and owners should select a time when both they and their pet are in the right frame of mind; patience is key. Training markers can be useful to help pinpoint the exact moment of desired behaviour (not always easy when offering a treat) and make clear to the pet exactly what is required. While verbal praise is useful, it can be hard for pets, especially rabbits and small pets, to understand. Clicker training is a good alternative, either used instead of, or

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alongside verbal cues. Before incorporating a clicker into a training session, owners should help their pet to form the correct association with the distinct click noise. Initially, the click should be immediately followed by a tasty reward. Through consistent repetition, pets gradually learn to anticipate a treat on hearing the click Once this connection is ﬁrmly established, the clicker becomes a powerful and effective training aid. The pet soon learns that a click signiﬁes success, and secondly that a food reward will follow.

Firm foundations Food rewards are particularly useful when it comes to socialisation, helping make new experiences positive. Owners should take things at their pet’s pace to ensure that the pet does not feel overwhelmed. Socialisation is particularly important for dogs, and the key period is up to around 13 weeks of age. Although socialisation can, and should, continue beyond puppyhood, it is important not to miss this window of opportunity. Getting pups out and about and exposing them to the sights and sounds of daily life will help to lay the foundations for a happy, well-adjusted canine. Why not create a puppy socialisation check list to hand out to customers or share on social media?

T I P! Placing a few faecal pellets in the litter tray adds a familiar odour and can help when litter training a rabbit

Puppy socialisation checklist ● Familiar people ● Strangers ● Children ● Dogs and other animals ● Different environments ● Car travel ● Noise e.g. trafﬁc, thunder, ﬁreworks, household noise ● Veterinary visits

What about rabbits? While we often think of training as dogcentric, small pets are trainable too. Rabbits are particularly receptive to training and gaining the trust and cooperation of these prey animals can help reduce stress and improve well-being. For example, training a rabbit to hop into a carrier ready for a visit to the vet’s can help to reduce stress at what may already be a stressful time. The principles of training are broadly the same whatever the species, namely plenty of positive reinforcement, with food rewards and patience. Some commands are relatively easy to teach. Recall, for example, can be incorporated into the normal daily routine. Owners can start by calling their rabbit’s

name when topping up hay or offering the daily nugget portion, and the pet will soon learn to associate their name with a food reward. Hiding a tasty treat in among the hay can provide added motivation. Rabbits can even be trained to use a cat-ﬂap, although garden access should be supervised to keep pets safe from predation.

House rabbit hygiene With a growing population of house rabbits in the UK, litter training is another area where owners may seek advice. As with all other aspects of training, the use of any form of punishment is not appropriate and instead the ‘correct’ behaviour should be rewarded. Rabbits often toilet at the same time as eating, so to start with the rabbit should be kept in a relatively small area that contains both a hay rack, or other food source, and a litter tray. This is very different to feline preferences; cats prefer their food source well away from their litter tray. A tasty treat as a reward for toileting in

the tray, such as Tiny Friends Farm Russel Rabbit Loopies, helps further reinforce the behaviour.

And small pets too Even smaller pets like hamsters respond well to positive reinforcement. A food reward can help forge strong pet-owner bonds, as well as positive associations when taming and hand training. While it may not seem as important as teaching a large bouncy puppy to sit, stay, or walk calmly on a lead, encouraging owners to invest time training small pets, especially when it comes to handling, has a beneﬁcial impact on health and well-being, as well as providing mental stimulation. Positive reinforcement training is the cornerstone of a happy, well-behaved pet, whatever the species.

Claire Hamblion Marketing Director at Supreme Pet Foods.

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DOG ADVICE

Our sister title, Your Dog Magazine, recently published a fascinating seminar about separation anxiety. Here, expert dog trainer Tony Cruse helps retailers and owners understand how to solve the issue...

Separation anxiety Your Dog recently held an online webinar discussing separation anxiety with expert dog trainer Tony Cruse (TC). Presented by James Buzzel (JB). JB: Tony thank you for joining us. Shall we start by deﬁning, what is separation anxiety? TC: I’d like to quote Jean Donaldson, a dog expert based in America who wrote a book called ‘The Culture Clash,’ which is considered one of the best books on dogs. She states, “Separation anxiety can be a heart-breaking issue for dogs and their families. The key to addressing it is with empathy, understanding, and a wellstructured behavioural modiﬁcation plan.” She recognises that it is a very difficult issue to deal with, not just for the dogs but for everybody involved. Another dog expert, Nicole Wilde, also

emphasizes this point, saying, “Dogs with separation anxiety are telling us that they are afraid of being alone.” It’s essential to highlight that this behaviour is not due to a dog being naughty or dominant; it’s simply a fear and anxiety that is causing it.

JB: That’s a nice way to describe it. I’d imagine there are a lot of misconceptions about separation anxiety. TC: Yes, indeed, it’s a widely misunderstood issue. Years ago, people used to punish dogs for their errors (anxiety), which is the worst thing to do to a dog already scared. We need to understand that the dog is in distress,

which is why we observe these behaviours. These behaviours are the dog’s way of coping. In severe cases of separation anxiety, you might witness defecation or urination when the owner is not present. Excessive barking can also be a problem, adding pressure not only on the owner but also on the neighbours. Whining and scratching at doors, ﬂoors, exits, and entries are common signs. Another signiﬁcant issue is that dogs often can’t eat; their digestive system shuts down. You can leave them their favourite treat, say goodbye, but when you return, the food or treat remains untouched. This can be a good indicator to establish whether it’s separation anxiety or something else. The

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home suddenly going back to their workplaces. Have you seen an increase in people seeking help with separation anxiety? TC: That’s a good question… actually, I haven’t. What tended to happen during lockdown was that we were all at home for weeks, then went back to work, then there was another lockdown, and back to work, with a bit more of a transition between home and work. This might have actually helped the dogs, rather than being at home for an extended period and then suddenly going back to work without the multiple lockdowns that were enforced. Even now, there are still a lot of people working the occasional day at home during the week, so the dogs have gotten used to seeing us come and go more frequently. What I have observed, though, is that families often take on a new puppy during the summer holidays. When the children go back to school, and normal life resumes, it’s a big shock for the puppy, and they ﬁnd it hard to cope with being alone.

“

Don’t leave your dog when he’s still panting, and in that zone straight after his exercise.

DID YOU KNOW? Try not to give your dog too much attention when you leave the house. Diet, exercise and stimulation are all of these in balance? It’s ok to let puppies sleep near you for the first few days. bottom line is that the dog is in distress. It can be quite easy to determine this if the dog isn’t eating. This is similar to how humans react to stress; when we’re highly stressed, we often lose our appetite, entering a kind of ‘fight or flight’ survival mode. These signs aren’t exclusive to separation anxiety; they can manifest in other forms of anxiety in the dog world. In some cases, dog owners have spoken with me convinced that their dog has separation anxiety when, in fact, it’s attributed to boredom. A dog left alone for eight hours and feeling bored can become destructive. Both a dog with separation anxiety and a bored dog can

”

exhibit destructive behaviour like chewing on the sofa or doors. Chewing serves as a coping mechanism. By chewing, the dog releases endorphins, which act as an aid and help them cope with being alone. It’s crucial to differentiate between boredom and separation anxiety. Boredom can be addressed more easily, while separation anxiety poses a greater challenge. The reason dogs experience separation anxiety is much like us. They are inherently social creatures, akin to pack animals (although the term “pack” can imply hierarchy). They struggle to cope when left alone, especially if they have formed a strong bond with their owners. This often occurs with puppies, as they are born with their mother and siblings, and then transition to a new home where they are suddenly alone, causing distress.

JB: We saw a rise in dog ownership during COVID lockdown. During that time, puppy socialisation would’ve been more difficult. Then you have people who were working from

JB: Let’s start with puppies – is it important to train the puppy from the beginning to be left alone, to avoid separation anxiety in the ﬁrst place? Can you give us some tips and advice for new puppy owners? TC: It’s best to start right away; otherwise,

the contrast is too great for the puppy. During the first couple of nights, it’s important to keep the puppy near the owners. Whether you bring the puppy up to your bedroom in a crate or place their bed there, let the puppy be with you to help them get through those challenging initial days. Afterward, gradually begin increasing the distance between you and where the puppy sleeps. So, if you ultimately want them to sleep in the kitchen or another downstairs room, move them to the landing first, so they’re not too far away. This allows the puppy to hear you, smell you, and feel less distressed. Continue to increase this distance every couple of nights until they are finally in the desired location. It’s essential not to confine them to the kitchen right away, as this can cause them excessive stress. When you leave the house with puppies, it’s always about doing it gradually. Conduct some trials by placing your puppy in their playpen or crate. Put on your coats and shoes, go out the door, and close it for around 10 seconds, then return. Take off your coat, etc., and proceed as usual. The puppy is learning that their owners will come back. Next time, increase the time to 20 seconds and gradually work your way up to 15-20 minutes. If you can hear your puppy crying while waiting outside the

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DOG ADVICE door, you have likely left them alone longer than they’re ready for. Return inside, wait a few hours, and try again with the last successful duration of leaving them alone. Next, start providing your puppy with an activity, typically something to eat or chew, to release endorphins. I recommend using a KONG stuffed toy with some tasty peanut butter inside. Give it to your dog, say goodbye, and leave. This creates an association for your dog; they know they receive this toy when their owner leaves them. You want to get to the point where your puppy looks forward to their KONG and wants you to leave so they can enjoy their treat. Remember to remove the treat when you return home. Be cautious when taking away the KONG, especially if you have a dog that may want to guard it. If your dog is particular about food, you can offer them some treats instead of the KONG. It’s an excellent tool to encourage your dog to chew, lick, and release those endorphins so that by the time they ﬁnish, they are calm.

JB: You mentioned coming in and out of the house to leave the puppy on their own. How should we greet our dog when we come back into the house? TC: The most signiﬁcant mistake we all make, especially when dealing with separation anxiety, is giving the dog lots of attention as we leave. Then, suddenly, we’re gone, and all the noise and commotion disappear. The dog is left alone, and when we return, it’s all loud and excited. This can be overwhelming for the dog to cope with. It’s all about making calm exits and cool returns. Don’t completely ignore the dog when you return; acknowledge them with a greeting, then go and make yourself a cup of tea or coffee before giving your dog some attention after a few minutes. Every time you fuss over your dog, you build up a situation where the dog anticipates your return when they hear you outside, causing them to become anxious. So, remember - calm exits and cool entrances.

it’s challenging to implement a behavioural modiﬁcation plan and then head off to work. Ideally, if you could take a week or two off work to help your dog get used to your departures, you could establish some good habits. However, returning to work abruptly may set you back to square one. Three essential factors need addressing, regardless of the issue: diet, exercise, and stimulation. Without these in place, you may encounter various behavioural problems. If your dog is capable of eating, I always recommend leaving something for your dog to chew. Additionally, consider leaving the radio on when you leave the house; the house is otherwise eerily quiet, and sounds like pipes popping or passing cars can trigger anxiety. A radio in the background can help alleviate the stark contrast of being left alone. Some clients even leave the TV on for their dogs, as it combines sound and movement on the screen, which can help keep the dog calm — especially if the dog associates the TV with calm family time when everyone is sitting together, relaxed, watching TV. It can create a positive association for them. If you have all of the above in place and are conﬁdent that boredom isn’t the issue, you’ll need to implement a protocol. Put on your coat and shoes, give your dog a KONG toy, say, “I won’t be long,” go outside, and shut the door for 10 seconds. Come back in, gently take the KONG toy away, and repeat

the process 5-6 times a day to gradually reach 15-20 minutes, increasing the time you leave the door closed. If the dog becomes distressed, then reduce the time again to a duration where the dog remains calm when left alone. This is why it’s challenging to do if you go off to work and disappear. Take at least a few days off and don’t hesitate to contact a behavourist or trainer. It will incur costs, but letting someone else assess and assist with the issue is crucial. This will reduce your stress and provide you with a more positive outlook on the situation. Remember, a problem shared is a problem halved! They can help create a plan similar to what I’ve just described. A senior dog can develop separation anxiety for the ﬁrst time, due to a change of routine, lockdown, or if an owner has passed away, or another dog has passed away. The protocol would be the same for a senior dog, as it would be for a younger dog. All those gradual processes. The beauty is that a senior dog will likely get through the anxiety quicker because it has had a positive history and may have overcome it before.

JB: What would be your top three tips? TC: I ask everyone this because, without these foundations in place, you can’t effectively implement any behavioural modiﬁcations. The ﬁrst foundation is diet – it’s crucial that your dog is on a good quality, balanced

JB: How about dealing with older dogs suffering from separation anxiety, what’s the strategy for dealing with an already established issue? TC: If anyone has a dog suffering from separation anxiety, my heart goes out to you; it’s genuinely tough. Addressing this issue requires a signiﬁcant time commitment from the owner. If you have a dog with separation anxiety,

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diet. Your dog may survive on cheap food, but they won’t thrive. Typically, you get what you pay for, so investing in slightly better food might cost a bit more, but it will positively impact your dog’s behaviour. The second is exercise. All dogs are bred for a purpose, and if we get a dog and leave it alone for eight hours a day without exercise, it’s no surprise that they’ll become restless and energetic. It’s essential to take our dogs for a walk at least once a day to engage their limbs and get their blood flowing. If your dog doesn’t receive the necessary exercise, they may start misbehaving. Getting your dog panting and moving is of utmost importance. The third foundation is stimulation; when I say this, I mean mental stimulation. Dogs use their noses, eyes, and ears to explore their world. Dogs were bred for specific purposes, so engage their nose by hiding toys around the house – a bit of scent work can be incredibly beneficial and more tiring for your dog than just running around aimlessly. You can even incorporate this into a walk by tossing a treat into the grass and letting your dog use their sense of smell to find it. There’s an old saying from years ago that goes, ‘A dog in a kennel barks at his fleas, a dog who’s been out hunting barely even notices them.’ This essentially implies that a dog who has been out for a walk or run in the fields will be much more fulfilled and return home satisfied and content, while a dog stuck in a kennel with no stimulation will become agitated and bark at the slightest provocation.

JB: Would you advise switching up the location of your dog walks – would that help a dog with separation anxiety? TC: Yes, absolutely. Mixing it up a bit will deﬁnitely add a bit of variety to your dog’s routine. New environments, new smells, and new things to look at and hear, will all help to stimulate and tire the dog out. Which in turn, should mean the dog is much more

PUZZLE ANSWERS CROSSWORD Across: 4 Forty two, 6 Delta, 7 Dan Brown, 8 Tanzania, 11 Yellow, 13 Harrison Ford Down: 1 Beyonce, 2 Gymnastics, 3 Nokia, 5 Central Perk, 9 Nine, 10 Wyoming, 12 Liverpool

51 satisﬁed and calmer when returning home, that they are more content and ready for sleep. A big mistake dog owners make is taking their dog for a walk, in a ﬁeld, throwing the ball a few times, and the dog has had a good run around, is now panting, and pumped. They come home, and then they say ‘bye’ immediately and go off to work. The important thing here is to let your dog cool down before you get up and leave. Don’t leave your dog when he’s still panting, and in that zone straight after his exercise. Lots of people make this mistake. Give it at least 30 minutes from

getting home from a walk, to then leaving the house again.

SUDOKU

SPOT THE DIFFERENCE

Tony Cruse is a member of the Association of Pet Dog Trainers and the Institute of Modern Dog Trainers.

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CAT CARE

Feline first aid By Karen Cornish urious cats can get themselves into all sorts of sticky situations resulting in injury, but would you know what to do if your pet came home with a wound or suspected broken limb? What about if your cat suddenly started choking or had a seizure? Learning the basics of feline first aid can enable pet owners to keep calm in situations such as these and even help to save a cat’s life through early intervention. As a responsible pet owner, one of the most important things you can do is to be prepared for a medical emergency. “Knowing what to do in an emergency may be the difference between life and death,” says PDSA vet nurse Nina Downing. “Some injuries can become lifethreatening very quickly – like a bleed, or heatstroke – so being able to administer first aid to your cat can have a huge influence on the outcome.”

First things ﬁrst If your cat has been injured or is unwell and in pain, they may lash out or behave uncharacteristically – especially if frightened. Approach them calmly and quietly to avoid any further stress and use

a thick towel to pick them up or move them. It is helpful to have quick access to a pet carrier for taking your cat to the vet or to keep them contained. Make sure yours is always easy to get to and has a blanket already inside.

“

...on of the most important ...one things you can do is to be prepared for a medical y. emergency.

In the event of illness or accident, it is very useful for cat owners to be able to check their pet’s vital signs so that they can be relayed to a vet. Here are the things a vet may need to know in order to assess how serious a situation is: Responsiveness – If your cat is not responding to you, use a small torch or mobile phone to shine a light directly into their eyes. If the pupils do not shrink in the light, it indicates a loss of consciousness. Heart rate – Place your hand on the left side of your cat’s chest, just behind their elbow to feel for their heart beat. Count how many beats in a minute using a timer for accuracy. A normal heart rate range for a cat is between 160-220bpm, with kittens being at the top end of the range. Respiratory rate – Count the number of breaths your cat takes in a minute using a timer for accuracy. A normal respiratory rate would be between 20-30 breaths per minute. www.petproductmarketing.co.uk

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A cat should never be seen breathing through their mouth so if this is the case you should seek veterinary assistance immediately. Temperature – The most accurate method of taking a pet’s temperature is with a rectal thermometer and you’ll probably need to ﬁnd another pair of hands to help hold your cat securely while you do this. A reading below 37.2 degrees C or above 40 degrees C is considered an emergency and you should seek veterinary assistance immediately.

Know your limits “While minor injuries such as mild grazes or individual insect bites may only need ﬁrst aid treatment from an owner, in most cases a cat will also need to see a vet,” says Nina. “Even if your cat has improved as you administer ﬁrst aid – for example if a seizure has stopped or you managed to remove what your cat is choking on – you should still call your vet for advice as soon as possible.” You should call your vet straight away if your pet has difficulty breathing or is unresponsive, has difficulty moving or is uncoordinated, has eaten something toxic or had a severe allergic reaction, or is unable to urinate.

First aid kits When it comes to ﬁrst aid for pets, you need the right tools for the job, which is why getting yourself a feline ﬁrst aid kit is a good idea. You can buy ready-made kits but

it is easy to put one together yourself using a sturdy, secure container that is clearly labelled so it’s easy to ﬁnd.

Your pet ﬁrst aid kit should include:

● Latex gloves ● Pet-safe antiseptic wipes ● Pet-safe wound wash ● Sterile eye wash ● Wound dressings ● Bandages ● Cotton wool pads ● Microporous tape ● Tick removal tool ● Tweezers ● Blunt-ended scissors ● Foil blanket You should never give human medications to your cat, including essential oils or natural remedies which can be highly toxic to animals.

How to dress a wound One of the most common reasons why your cat might need ﬁrst aid is if they have suffered a wound. However, if your cat is bleeding heavily, you should apply pressure using a wad of gauze or clean cloth for at least 10 minutes and seek veterinary assistance as soon as possible.

If the wound is small with minimal bleeding, you should do the following:

Flush the wound gently with wound wash to remove as much dirt and bacteria as possible.

If there is debris stuck in the wound, do not try to remove it or apply pressure to the area. Seek veterinary assistance as soon as possible. If you don’t have a clean dressing available or if your cat is uncomfortable when you try to cover the wound, you are better to leave it uncovered. If you apply a bandage to your cat to keep a dressing in place, ensure it is not too tight. You should be able to fit two fingers underneath it. You can use a small amount of microporous tape to hold a bandage in place but do not use Elastoplast on a cat’s fur and never leave a bandage on for more than 24 hours. All wounds should be monitored for signs of infection as they heal. If your cat has been wounded in a fight, they will usually need antibiotics within 24 hours to stop the spread of infection and to prevent an abscess developing.

MORE INFO You can download a free Pet First Aid guide from PDSA at pdsa.org. uk/pr-free-first-aid-guide. The guide covers everything from heatstroke and traffic accidents to how to perform CPR. There are also companies offering first aid courses for pet owners that can help to build confidence through practical exercises. Ask your vet if they can recommend a local course.

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PUZZLES

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

CROSSWORD CR ROSSWORD

SUDOKU

Down

4 How many dots appear on a pair of dice? (8) 6 What is the 4th letter of the Greek alphabet? (5) 7 The book ‘Da Vinci Code’ was written by whom? (3,5) 8 In what country would you ﬁnd Mount Kilimanjaro? (8) 11 Aureolin is a shade of what colour? (6) 13 What is the name of the famous American actor who portrayed characters such as Indiana Jones and Han Solo in several ﬁlms? (7,4)

1 Which musical legend is Jay-Z married to? (7) 2 Simone Biles is famous for her skill in what sport? (10) 3 What phone company produced the 3310? (5) 5 What is the name of the coffee shop in the sitcom Friends? (7,4) 9 How many letters are there in a Countdown conundrum? (4) 10 Which US state is home to the world-famous Yellowstone National Park? (7) 12 What city do The Beatles come from? (9)

Across

SPOT THE DIFFERENCE

Can you spot the ﬁve differences between these two pics?

See page 51 for solutions. www.petproductmarketing.co.uk

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Pet Product Marketing 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

Visit: www.petproductmarketing.co.uk ● New products — shared as soon as we have them ● Trade news — the very latest industry news ● Read each issue for free online ● New product videos ● Pet shop interviews ● Sign up to the newsletter to receive a weekly update

Check out the website! WebFiller.indd 1

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