Pet Product Marketing July 2023

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

July 2023

READY FOR RAW? Plus… pet advice and business advice

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

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5 Pag es of New Produ c ts

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

Tiny Friends Farm.

Feed them happiness

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

13/06/2023 14:41

Flexible and gentle on gums Helps clean teeth Non-Toxic

Only available from Tel: 01953 882485 South West Emma Frake 07747 031878

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North West Cheryll Flanagan 07443 072244

National Sales Manager Midlands Lynne Hopwood Matt Bond 07500 905739 07730 529250

www.su-bridge.co.uk North & Scotland Ian Pullman 07387 023977

East Anglia Liz Matthews 07827 963931

East Midlands London & South East Tracey Clark Jacky Rees 07894 586648 07889 167348

13/06/2023 13:33

Welcome

Welcome!

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y welcome letter is a little bit different this month. Usually, I talk about what is happening in the trade or the features you will hopefully be finding useful in this issue. This month, I want to reach out to you!

To all you independent pet shop retailers, we want to start a new series where we talk to you to find out what life and trade is like — to give a real view from the shop floor. If you would be interested in answering a few interview questions, please drop me an email at Michael.hallam@warnersgroup.co.uk You may have seen our appeal for shop owners on our newsletter too. If you don’t subscribe to the newsletter, if it definitely worth doing!

It’s about bringing you product news quicker, useful resources, and extra content. We don’t spam you, we want it to be useful! You can visit www.

petproductmarketing.co.uk and click ‘Receive PPM’ to sign up to receive it — or scan the QR here!

Pet Product Marketing is all about bringing retailers together with pet brands and industry professionals. We want to hear from brands too. If you have a new product or news story, please email it to me — we feature them for free! We are also continuing to develop our platforms and would love to connect with more of you on LinkedIn. Please follow our page: Pet Product Marketing (Warners Group).

Enjoy this issue — and I hope to connect with more of you soon!

Mike

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

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Pet Product Marketing

Contents

team

4 Pet shop prizes We meet the winner of our Win Stock competition

Our email: editorial@petproductmarketing.co.uk Our address: Pet Product Marketing, Warners Group Publications, The Maltings, West Street, Bourne, Lincolnshire, PE10 9PH

5 News The latest from the pet trade industry.

Michael Hallam, editor (for news and product releases, contact Michael on michael.hallam@warnersgroup.co.uk)

10 New products We have got 5 pages of products hitting the market — which could be ideal for your shop?

For advertising queries please contact Stephen Tanner on 01778 392404

18 Ready for raw?

Laura Wright, features and web editor

We give you the lowdown on raw pet food.

Ellis O’Connell, marketing exec

20 Rabbit awareness week

With grateful thanks to Sarah Wright (editor, Your Dog), and Nathan Hill (editor, Practical Fishkeeping)

How to establish your rabbit expertise

Nigel Fish, design and production manager Natalie Reynolds, production controller Graham Warren, colour repro

22 Cat advice Introducing cats to other pets

24 Dog advice Ten ways to boost your dog’s confidence

26 Movers and takers Don’t let confidential business information walk out the door

28 Protecting the hobby John Courteney-Smith gives his view on preserving the hobby of keeping reptiles and amphibians

29 Lying on a CV The consequences for employees and employers

30 Breaktime read

Across 1 Of poor quality (3,2,2,4) 7 Aid to mountain sports people (3,4) 8 Squeeze; grip (5) 10 Pass on; track event (5) 11 Amble; mosey (7) 12 Let ---: act or speak without restraint (3) 14 ----- the Great, founder of the first Persian Empire (5) 15 --- Guevara, 1960s guerrilla leader (3) 16 Common bird of the finch family (7) 17 Debonair; civilized (5) 19 Drag one’s feet; market trader’s plot (5) 20 Flowery (speech or prose); gilded (7) 21 Obstruct or interfere with something (3,2,3,3)

Down 2 Architectural projection; Oxford college (5) 3 Ally; bring together (5) 4 Add; measure of whisky or rum (3) 5 Roughs; prototypes (4-3) 6 All over the place; shambolic (7) 7 Jumps on: treats (9) 9 Struggle on: stick to one’s guns (9) 11 Chronic nag; ill-tempered woman (5) 13 Mollify; appease (7) 14 Arcangelo -------, Italian composer of the Baroque (7) 17 Bender; splurge (5) 18 Small terrestrial Old World lizard (5) 20 Towards the stern (3)

“My app helps cat lovers find love!”

SCRAGGS by Richard Duszczak

Stephen Tanner, key account manager (advertising Pet Product Marketing/Practical Fishkeeping) Andrea Walters, key account manager (advertising Your Dog/Your Cat) Kay Cotterill, classified sales (all titles) Regular contributors: Adam Bernstein, Claire Hamblion and John Courteney-Smith Printed by Warners Midlands plc James Buzzel, publisher Subscriptions and back issues Pet Product Marketing is available free to people who qualify for our controlled terms of circulation. If you’d like to register for a free subscription, please visit www.petproductmarketing.co.uk

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.

Across: 1 Not up to much, 7 Ski lift, 8 Clamp, 10 Relay, 11 Saunter, 12 Rip, 14 Cyrus, 15 Che, 16 Sparrow, 17 Suave, 19 Stall, 20 Aureate, 21 Get in the way.

Down: 2 Oriel, 3 Unify, 4 Tot, 5 Mock-ups, 6 Chaotic, 7 Surprises, 9 Persevere, 11 Shrew, 13 Placate, 14 Corelli, 17 Spree, 18 Agama, 20 Aft.

www.petproductmarketing.co.uk

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14/06/2023 11:00

Win Stock winner

Happy Chops HQ!

James and Sim.

PET SHOP PRIZES! They do deliveries too.

We meet the pet shop owners who won our Win Stock competition from PATS Sandown. hen Pet Product Marketing heads to PATS — the biggest pet trade show in the UK — we take our Win Stock competition where we give you the chance to win stock for your shop.

At the PATS Sandown show in March, we had incredible products from Catit, Burns Pet Food, Breeder Celect, and Forthglade. We took hundreds of entries and the prize went to James Massey from Happy Chops pet shop in Ramsgate, Kent. Here, we caught up with James about his shop...

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Congratulations on winning Win Stock! How did it feel to receive the phone call to be told you had won?

We were at Chops HQ sorting customer deliveries when I took the call. My first thoughts were scam alert! Then Stephen from PPM started explaining the context and it all came back to me about entering at the Pats Sandown show.

Needless to say, I was getting curious looks from the rest of the team when I put the phone down and strolled over to the smart speaker to start up Kool and the Gang. I explained what we’d won to ‘Celebration’ and we all had a bit of dance.

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What do you think to the products you have won?

We are really grateful to all the companies that contributed to the prize. One supplier we already endorse so it was a welcome bump to our stock levels. The others will open up some intriguing new avenues to our range and I know our customers will be excited with their debut! We also support a number of local dog charities so we’d also like to share some of our good fortune with them as well.

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How useful did you find your visit to the PATS show?

What are the best bits about the show?

We go every year for three main reasons: One is the free coffee on entry! Secondly, we get to connect with our fabulous suppliers and talk about what’s working from customer feedback, along with any of their future developments.

Finally, it keeps us on our toes with any innovative movements within the pet industry. We feel strongly about responsibly sourced, healthy products so we get the chance

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to politely grill future suppliers and understand their ethics and product lines. We think it’s important that retailers and suppliers have a good rapport.

Tell us about how you started your business.

Happy Chops has been around since 2018 and is named after our Mastiff/Bully rescue street dog. The name has a sense of irony, as his jowly face makes him look pretty miserable! When he does smile though, he lights up the room. Happy Chops is run by myself and Sim, my wife, and our philosophy has always been that we would only ever stock brands and products that we would happily give Chops.

For that reason, we are specialists in raw feeding for dogs and cats, based on the Isle of Thanet on the beautiful South East Kent Coast. We also supply other natural food and treats, herbal supplements and grooming products, eco toys, and accessories.

We started as an online store through happychops.com but are now also instore and to your door. Our shop is over two floors with a large deli bar, old fashioned treat cart, and even a pawtisserie — favourites with our four legged customers!

We offer a free dietary consultation and weighing service to get customers off to a flying start.

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How are you finding business at the moment?

There is no denying that there are a lot of headwinds.

I’m sure we don’t need to remind people about the trials and tribulations of the last three years with the COVID pandemic, energy price hikes, and a cost of living crisis, plus of course the continuing impact that the conflict in Ukraine is having on imported grain. All that aside however, we are growing steadily and see a regular influx of well-informed customers, wanting to change their pets’ diet and well-being for the better.

We strive to do the best by our customers in order for us to do well as a business and I guess that’s one of the reasons we have a 5 star rating that we’re proud of. A lot of our marketing referrals are word of mouth and we have partnerships with other small businesses.

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As well as having your store, you offer online sales and delivery. How much of your business is split between in store and online?

It can wildly vary and that’s why we keep multiple strings to the business. During the pandemic, our deliveries spiked and when people wanted to get back to being sociable, there was an uplift instore. We want to offer value, choice, and service, so this approach works for us.

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How do you decide on where to source your products from?

Sim is the chief buyer and nothing gets past her! She is just about to finish her qualifications in canine nutrition and is very clued up on what’s truly beneficial to animals’ health and well-being. There is a lot of big promises and half-truths within certain areas of the pet industry and we cut through all this for our customers.

As mentioned before, Chops is our boy and if it’s not for him, it’s not for Happy Chops. On that note, he’s also been joined by his 80kg English Mastiff sister Bee, meaning we now have two chief testers!

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What made you decide to get into being an independent pet retailer?

We moved from London, after 11 years, to the beautiful Kent coast and wanted to create a business that was ours and served the local community and beyond. It was really difficult to source raw food, natural supplements, and quality treats for Chops so we decided to have a go ourselves. We are pleased that our beer mat concept five years ago now means that we help countless dogs and cats that we affectionately call Chops’ Chums.

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If you could share one tip to other independent retailers that has worked for you, what would it be?

Hard to pin it down to just one tip but as you asked: Stay resilient to your original philosophy of why you started in the first place. This builds trust with customers and elevates your conversations from ‘Can you do this cheaper?’ to ‘What do you recommend?’

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www.petproductmarketing.co.uk

14/06/2023 08:34

NEWS

PPM NEWS July 2023

The Pawfume Shop boosts its digital pawprint he Pawfume Shop, producer of doggie designer fragrances, has boosted its digital pawprint with a brand new website — primed for greater visibility and an improved shopping experience.

The new site has reinforced the company’s brand credentials and categorised its extensive range to meet the requirements of dog owners and trade customers alike.

Katy Rehm, owner of The Pawfume Shop, said that the new site was a vast improvement.

“The Pawfume Shop brand has grown significantly in recent years and we needed our online presence to better reflect the brand, improve the customer journey, and

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promote associated products within our growing range.

“We are delighted with the result which has also added something of our personality and backstory. As a former vet nurse and dog groomer myself, I founded the company because I wanted to create a finishing product that would lock in that ‘just back from the salon freshness’ and demand from other groomers and dog owners has seen it grow beyond expectation. Our new site needed to manage our e-commerce requirements and be more visible to attract new customers.”

Sections on scent profiles and ‘how to use’ — providing tips for dog owners who groom their dogs at home — have been added to the site. The new website was created for The Pawfume Shop by Tillymint Communications.

“We had a very clear brief around the improvements that were required which included better categorisation and navigation,” said Tillymint’s managing director Alison GallagherHughes.

“On site search engine optimisation has been facilitated so that it will be pulled into organic searches and we have given it currency with the inclusion of news, events, and social media feeds.”

For more information, visit www.thepawfumeshop.com or for trade enquiries, visit www.thepawfumeshop. com/trade-account/

OSCAR Pet Foods proudly sponsors Dogs for Autism ogs for Autism is a charity that offers free assistance dogs to individuals with autism, regardless of age or location within the UK. The charity recognises that independence and access to education, employment, and the wider community are privileges that are often taken for granted.

Unfortunately, those supported by the charity can face significant barriers to fully experiencing their world. However, with the aid of an assistance dog, potential is unlocked in a way that other interventions cannot match. Dogs for Autism provides a vital lifeline to those without comparable support.

The training of these life-changing assistance dogs typically takes two years.

Dogs for Autism are proud to offer their services free of charge but rely entirely on grants and donations to cover the costs of training and maintaining the dogs. It costs approximately £25,000 to train and care for each dog.

OSCAR Pet Foods provides all Dogs for Autism trainee pups with the essential nutrition they need, contributing to the healthy growth and development of the dogs, as well as providing further support and expert nutritional and animal health advice.

OSCAR Pet Foods offers a free delivery service to the recipient partners’ homes, allowing for peace of mind with the added reassurance of regular scheduled visits that arrive promptly.

Richard Martin, Managing Director of OSCAR Pet Foods, says: “We have worked closely with Dogs for Autism and their founder Hilary Armour and are extremely proud to support them by providing their pups in training with nutritious pet food to help support their healthy growth and development while in training with their

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puppy parents.

“We are looking forward to seeing all the puppies grow and develop into fully qualified assistance dogs and we will continue to support a charity that is close to our hearts at OSCAR!” To find out more about how you can get involved and support Dogs for Autism, visit dogsforautism.org.uk OSCAR is helping to change lives.

BRING YOUR TANK TO LIFE Available in a wide variety of colours and made from a range of materials; From natural sands and stones, to coloured gravels, our Roman Aquatic gravels are the most effective way to enhance the visual impact of any tank!

www.petproductmarketing.co.uk

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14/06/2023 09:51

News

British firm builds international success on growing love for bunnies

The new facility.

upreme Petfoods, a British company specialising in small pet nutrition, is celebrating its success both at home and internationally, as it doubled in size over the last five years.

The company’s expansion is fuelled by the growing popularity of rabbits and guinea pigs as pets, and the changing attitudes of pet owners towards these small animals. During the pandemic, there was a surge in demand for four-legged companions, and while the dog and cat populations have since seen a decrease (figures from UK Pet Food show an eight percent reduction in numbers), the small pet population is continuing its upward trajectory. The new small pet owner is also completely different compared to even five years ago.

Claire Hamblion, Supreme Marketing Director, takes up the story: “Rabbits and guinea pigs are no longer seen as starter pets, or suitable for children.

In fact, 83 percent of rabbit and 75 percent of guinea pig owners consider them to be adult or family pets.

They are often Generation Z or millennials who have acquired a lot of specialist knowledge to allow them to better care for their pets. Their needs are taken seriously and pet ownership is viewed as a commitment. Not only are these owners seeking out high quality nutrition for their pet, but they also view their pet as a much-loved family member.”

This humanisation trend is having a big effect on the small pet market, with a growing demand for natural, healthy foods. Pet parents are increasingly aware of the benefits of meeting the unique dietary needs of small pets and are willing to invest in high quality nutrition, understanding that it plays a crucial role in their pets’ overall health and wellbeing. They are seeking out no added sugar, high fibre recipes, made with tasty natural ingredients.

Supreme Petfoods has been at the forefront of meeting these changing demands and its Science

S Walker & Drake complete £900,000 investment in brand-new cold pressed production facility alker & Drake, the Barnsley-based premium dog food manufacturer, have just completed their £900,000 investment in a brand new cold pressed production facility.

Walker & Drake, which only began trading after the first lockdown in 2020, has seen such massive growth in sales it has now has a new production facility in the town.

Walker & Drake Director David Taylor says: “The requirement for continuing growth driven expansion, and the increased complexities around exporting into Europe, meant we really had to take all production and packing in-house, and build something bespoke to us that future proofed our production capacity.

“We must be one of very few companies currently building a new pet food facility in the UK but we’re passionate about keeping our production here and having control over all aspects of it. Just like the ingredients we use in our products, we’ve sourced the equipment, fabrication, and installation from UK companies wherever possible.

In fact, apart from one item, all the major components, the design, and installation team are from within a 25-mile radius of our site.”

Walker and Drake’s exciting range of cold pressed food for dogs is made from the highest quality ingredients. The meat and the majority of vegetables are sourced from British farms and quality producers, and the fish is sourced from traceable fisheries. Cold pressed dog food is a dry dog food which is pressed at a lower temperature (55 - 65°C) compared to ‘kibbled’ dry dog food which is extruded at a temperature of approximately 145°C. Cold pressing minimises temperature damage and produces a food with superior nutritional value.

The business commented: “We have developed great products with clear nutritional advantages. We strive to create a culture of integrity, to communicate clearly and honestly with our customers, and to educate and support our stockists.”

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For independent pet retailers

Want to share your news?

Got a story or new product?

Pet Product Marketing share your stories and new produ product launches for free!

Simply email Michael.hallam@ warnersgroup.co.uk For all the latest news and new products, head to www.petproductmarketing.co.uk

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PATS Telford shapes up for biggest-ever show ATS Telford is certain to be an unmissable show with more stand space being allocated in three packed halls at the Telford International Centre in Shropshire.

With still over four months to the show on Sunday, 1st October, and Monday, 2nd October 2023, more than 200 companies have already booked their stand space.

As well as meeting up with a long list of PATS regulars, visitors will be greeted by a host of new faces when the show takes place.

An increasing number of companies are exhibiting at PATS Telford for the first time as they grasp the opportunity to showcase their products to retailers and overseas distributors.

Companies like ROGZ UK acknowledge the importance of exhibiting at the UK’s National Pet Industry Event.

“We are super excited to be exhibiting at Telford this year,” said Sallie-Ann Reed from ROGZ UK.

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Selective lifestage diets are particularly strong performers. Science Selective Junior Guinea Pig Food was launched in 2022, expanding the existing range of lifestage diets, which includes Science Selective Junior Rabbit Food, for young rabbits up to 20 weeks of age, and Science Selective Four+ Rabbit for more senior pets.

With a long-standing ethos of providing strong retail support, Supreme now offers free samples of all lifestage diets. With highly palatable diets like Science Selective, these can prove to be very effective in starting owners on a lifelong journey of optimum nutrition. Despite the rise of e-commerce, data shows that 91 percent of owners still shop in specialist pet stores, with only 10 percent shopping exclusively online. To further support retailers, Supreme provides a range of point-of-sale materials to encourage repeat store visits and customer loyalty.

To find out more, contact Supreme Petfoods on experts@supremepetfoods.com or visit www. supremepetfoods.com/products/ “After visiting the show in 2022, we saw just how vibrant and busy it was. It was a natural decision to exhibit this year.”

More international exhibitors are also using PATS as a platform to launch their products on to the UK market. Italian company IMAC Pet Products is looking forward to introducing its brand and export sales manager Ileana Zambelli said: “After regular visits to the show, finally the time has come for IMAC to exhibit at PATS. It’s the ideal show in UK for us to showcase our pet products and we can’t wait to be there.”

So why should retailers register now for entry to the two-day exhibition? ● The New Product Showcase — the biggest-ever platform for new pet products ● New Starter Zone — a space entirely dedicated to new businesses and start-ups ● Unrivalled show offers and competitions ● Top groomers giving insightful demonstrations, workshops, and talks ● Free show entry, free parking, and free catalogue ● Complimentary lunch voucher in addition to tea/coffee voucher.

Leading trade association PetQuip will be working with PATS to tempt international pet retail chains and distributors to the Autumn showpiece.

The association’s involvement doesn’t end there because it will be staging its prestigious PetQuip Awards after the first day of the exhibition.

To register for entry to the show and to view the full list of exhibitors, visit www.patshow.co.uk

www.petproductmarketing.co.uk

13/06/2023 11:12

Dechra takes on distribution of Porus ® One and Add One® echra has taken on the distribution of two innovative products to support kidney health in senior cats: Porus® One and its sister product Add One®.

A breakthrough in the support of long-term kidney health, Porus One is an easy to administer powder that can be taken daily with food and is well accepted by cats due to its neutral taste and smell. The powder is a collection of miniature spheres covered in microscopic pores that harmlessly pass through the cat’s gut binding to the uraemic toxins. These toxins and spheres are then safely excreted into the cat’s faeces.

Porus One contains renaltec as its active ingredient that absorbs the precursors of uraemic toxins in the cat’s intestine that would normally be removed or regulated by healthy kidneys.

Porus One can be sprinkled on wet cat food or given with its sister product, Add One, as a treat. Add One is a moist and tasty cat treat for senior cats to help support kidney health. It has been specifically developed to encourage cats to eat Porus One and is particularly helpful for cats that prefer dry food. It is available in two flavours, creamy salmon and tasty liver. Add One contains omega-3 and a

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high moisture content, which is key to help support kidney health.

It also contains taurine to support a cat’s eyes and heart.

“Chronic kidney disease is one of the most common conditions affecting older cats and it is estimated that approximately 80% o f cats aged 15 plus have the disease,” says Sarah Musgrave, companion animal brand manager at Dechra.

One box of Porus One contains 30 single-dose sachets, each containing 500mg of renaltec. One box of Add One contains 30 single-dose 10mg sachets.

For more information, visit porus-one.com

AQUA2023 & Water Alive show will not run in 2023 ATA Impact Exhibitions and OATA have jointly taken the decision to cancel this year’s AQUA 2023 trade show and consumer Water Alive event planned for the autumn.

The show was due to run from Thursday 12 October to Saturday 14 October at Telford Conference Centre. For the first time in its history, the trade show was due to open its doors to fishkeepers in a joint element, called Water Alive, on the last two days of the show.

“It is regrettable this decision has had to be made but without the prospect that the event would break even then we could not commit to continue the show,” said Matt Stevenson, who sits on the board of OATA Impact Exhibitions, which organises the show.

“When the show’s organising committee started to look at the 2023 event, we knew we had to look at new ways to fund AQUA so it remained viable.

The past few years have been a turbulent trading period for our industry, causing inevitable challenges to the trade and therefore the show’s income.

Incorporating a consumer element has long been talked about within the show’s advisory group so OATA Impact Exhibition’s board made the decision to add a consumer element bringing the revenue to support AQUA,” he explained.

OATA Chief Executive Dominic Whitmee says the trade association is extremely disappointed the show will not proceed in 2023 and will take some time to explore options for the future.

“OATA understands the importance of the AQUA show to the industry,” he said. “Nevertheless, there was an undoubted need to change the show to ensure it remained financially viable so we understand why the organising committee decided to try something different with the format. We will now take stock and look at how a successful and profitable show could be organised in the future.”

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Heelwork To Music TEAM GB thank CSJ after competing in the FCI World Dog Dancing Championships eelwork To Music TEAM GB returned jubilant from Denmark after competing in the FCI World Dog Dancing Championships.

Kath Hardman, HTM TEAM GB’s Manager, sent huge thanks to CSJ — the natural dog food, herbs and treats for Active and Working Dogs brand which supports the team. She said: “I am very happy to report the Team worked really well and in competition we had the following results: ● In Heelwork to Music – the Great Britain Team took 4th place out of 14 countries competing! ● Nicci Hindson and her dog Elsa also achieved a place in the Top Ten Individual Final, reaching 7th place out of 46 competitors. ● In Freestyle — a wonderful 2nd place for the Great Britain Team from 16 countries competing! ● Nicci Hindson and her dog Elsa also achieved a 2nd place in the Individual Top Ten Final and Lucy Creek, with her dog Jingle, also achieved a 7th place against 52 competitors.

For more on CSJ products visit www.csjk9.com or call 01745710470

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the uk’s premium Pond Food THE PETTEX FLOATING POND AND KOI RANGE OFFERS YOU A CHOICE THAT IS GUARANTEED TO PLEASE. AN EXCELLENT RANGE FOR ALL SEASONS AND TEMPERATURES, MANUFACTURED FROM ACCREDITED INGREDIENTS FOR TROUBLE FREE FISH KEEPING AND PERFECT WATER CLARITY. WHETHER YOUR CUSTOMERS ARE LOOKING FOR GROWTH, COLOUR OR HEALTH AT A SENSIBLE PRICE, LOOK NO FURTHER THAN PETTEX. proudly WWW.PETTEX.CO.UK - SALES@PETTEX.CO.UK

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13/06/2023 11:12

News

Supreme launches new Great Value advertising campaign upreme Petfoods is excited to announce the launch of its new Great Value consumer advertising campaign, aimed at raising brand awareness around the award-winning Tiny Friends Farm range.

In today’s economic landscape, with the cost of living continuing to rise, pet owners are increasingly looking for affordable yet high quality nutrition options for their small pets. The new campaign takes into account the challenging economic climate and the consumer demand for value in their purchasing decisions.

While pets are remarkably recession-resistant, cost-of-living concerns mean that people are more mindful of their spending, even when it comes to their pets. Claire Hamblion, Marketing Director at Supreme Petfoods, explains that nutrition is key to small pet health and well-being, and when budgets are stretched owners place a premium on value for money.

She says: “Rabbits and guinea pigs are very much part of the family, and owners want to do their very best for them. The Tiny Friends Farm range offers great value without compromising on nutrition, giving pet owners the reassurance that they are supporting the health and happiness of their pets even when household finances are stretched.”

The new campaign focuses on the fun, engaging Tiny Friends Farm characters to build emotional engagement with the products. Data shows that nearly 70 percent of today’s pet parents look at small pet-related content on social platforms. Of these, over 80 percent use Facebook and YouTube as their source of information, and over 60 percent use Instagram. Reflecting this, the advertisement will be targeted across these platforms, as well as on the Supreme website.

Retailers can benefit from a comprehensive POS toolkit to promote their products and encourage repeat purchases, including FSDUs and care guides, plus free samples, and loyalty schemes. Independent retailers can also sign up to receive special monthly deals only available from Supreme.

In 2022, Tiny Friends Farm showed strong year-on-year growth.Tiny Friends Farm is going from strength to strength and the new advertising campaign will help to further raise brand awareness and build on this success.

To find out more about Supreme’s monthly deals for retailers, email experts@ supremepetfoods.com

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The Federation of Garden & Leisure Manufacturers launches new technical export help service

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he Federation of Garden & Leisure Manufacturers has launched a new technical export help service with unlimited use for all member companies.

Gardenex, PetQuip and CHA member companies will be able to utilise a valuable new service on renewal of their annual membership subscriptions.

In order to support companies with information about the numerous technical challenges involved in exporting round the world, the Federation has teamed up with a company that specialises in providing information, advice, and practical answers on the wide range of export challenges and hurdles facing UK suppliers of gardening, horticultural supplies and pet products, as well as growers and pet food suppliers.

As part of their annual subscription, Gardenex, PetQuip and CHA member companies will have access to a dedicated email ‘helpline’ which will provide valuable technical advice and information from a range of experts in exporting worldwide.

“We are aware that exporting rules and regulations have become more onerous for UK suppliers since Brexit and we are pleased to be introducing a new service that gives every member company practical support and information to help ease the process of export sales,” says Amanda Sizer Barrett, Director General of the Federation.

Further information on accessing this new service will be sent out to all member companies on renewal of their annual subscription.

For details of all the business advantages of Gardenex membership, please email info@ gardenex.com or visit www.gardenex.com For details of all the business advantages of PetQuip membership, please email info@petquip. com or visit www.petquip.com

Susan Fairley joins the team at The Federation of Garden & Leisure Manufacturers Ltd

S

usan Fairley has been appointed to the new role of Trade Federation Manager across Gardenex, PetQuip, and the Commercial Horticultural Association (CHA), as Pat Flynn at PetQuip has retired.

Many in our industry will already know Susan; she has worked in the garden and horticulture, pet, home and gift sectors for over 20 years, having been part of the team responsible for the marketing of Glee, Spring Fair and Autumn Fair through a large part of her career. She has additional experience in the automotive, transport and energy sectors, as well as understanding supplying and importing / exporting during her time at White Pebble, a distributor for North American companies launching into the UK and other European markets.

Susan has good contacts within the gardening, horticulture and pet sectors and has excellent experience of multi-channel campaign creation, programme planning, organisation and execution, as well as team leadership and stakeholder engagement, bringing to her new role multi-faceted skills alongside her creative marketing background.

She has a long-held enthusiasm for both the people and products in the garden and pet sectors, which continues in the rest of her life, as a keen garden, vegetable patch and dog owner.

“I’m looking forward to making new contacts and renewing connections with suppliers at gafa+spoga, Glee and at Four Oaks and to taking an active role in organising the prestigious PetQuip Awards and Dinner at the PATS exhibition in Telford this Autumn,” says Susan.

Amanda Sizer Barrett, Director General of the Federation, adds: “Susan has always been a pleasure to work alongside and our team is looking forward to her bringing her industry knowledge, business experience and marketing skills to her role.’

Susan joins as Pat Flynn has decided to take her retirement. PetQuip says: “We are very grateful for Pat’s enthusiasm and valuable contribution to the Federation over many years. Pat will be much missed by us all but the lure of foreign travel and exploring different countries with her retired husband, Paul, was too strong a pull for her!”

For details of all the business advantages of Gardenex membership, please email info@gardenex.com or visit www.gardenex.com For details of all the business advantages of PetQuip membership, please email info@ petquip.com or visit www.petquip.com

8 July 2023

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14/06/2023 13:30

The UK’s National Pet Industry Event TELFORD INTERNATIONAL CENTRE

1-2 October 2023 Over 200 confirmed exhibitors so far!

• Free entry & parking • Free show catalogue

• 100’s of new launches • Thousands of products

To register for FREE entry visit www.patshow.co.uk IMPACT.indd 1

13/06/2023 13:36

Product highlights

New&necessities Sportspet Summer Smoothie Range Introducing the Limited Edition Summer Smoothie dog toy range from Sportspet!

Celebrate summer with this fresh and fruity-themed range! The Summer Smoothie range comes in vibrant colours, is durable, and is made with natural rubber.

These toys also float, giving the feeling of summer and making them easier to retrieve!

Made with durable natural rubber and a thick core, the Sportspet Summer Smoothies are available in both the High Bounce and Tough Bounce varieties! Both varieties are available as a 3 pack, and a display case of 24 balls is available in the High Bounce range. The toys retail from £4 to £15.

The Sportspet Summer Smoothies range is the perfect addition to stores and is exclusively available to the specialist pet trade via Pedigree Wholesale for a limited time only.

Visit www.petproducts.co.uk, call 0115 982 3900, or email sales@petproducts.co.uk

Wonky Woolies dog toys New from PetLove is Wonky Woolies, a fun planet-friendlyy range of doy toys that are made from upcycled wo woollen clothing.

The new range caters for dogs of all types with tough Tuggerz tho who like to play toys for those rough and tough games, and

Cani Supps dog supplement C i SSupps iis th Cani the new range off hi highh performing, f i vegan friendly, canine supplements from CSJ. The Build Up! Supplement from the range is helping too beat the competition for show dogs and working dogs ass a high energy supplement to promote physical well-being and overall appearance of their dogs.

It’s also ideal for older dogs, those in rehabilitation, pre- and post-operative and young growing dogs, since it supports muscle health and function, promotes physical well-being and overall appearance, and is a great source of Gamma Oryzacol and antioxidants.

Build Up! is tastily composed of Refined Rice Bran Oil andd the tiny daily dose (e.g. 2ml for medium dogs of 10-25kg) is simply added to the dog’s usual food.

Whether you have a dog competing, or just needing a boost, it makes sense to build them up!

For more on CSJ products, visit www.csjk9.com or for trade enquiries, call 01745 710470.

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Skinz for those with a more gentle approach to their toys.

It is estimated that in the UK £140m of clothing ends up in the landfill every year so by upcycling existing materials to create Wonky Woolies, PetLove is playing a part in helping to reduce the impact on the planet.

Made from upcycled wool felt, recycled an r-PET rope, the Wonky Woolies polyfibre, fur, and collecti comprises a choice of sheep, Tuggerz collection goat, donkey, ppig, and bull toys. Each features double stitched multi-layered fabric, with a rope handle for extra tugability, and a bio-degradable rubber squeak squeaker for added enjoyment. gent play in mind, the Wonky With gentler Woolies Skinz have been created from upcy upcycled wool that has been washed, tr treated, and shredded before bbeing turned into new yarn. Their aappealing characters, which come co complete with a bio-degradable rubb rubber squeaker and furry tail or wings, include a ch choice of racoon, anteater, owl, rabbit, and fox.

As with al all PetLove eco-friendly toy ranges, the Wonky W Woolies feature super safe, nonmaterial and packaging that can be fully toxic materials recycled. They have an RRP of £12.99. info For more information, visit trade.interpe trade.interpet.co.uk/brands/petlove/dog/ sustainablesustainable-dog-toys, call 01306 873 818, sale or email salesemail@interpet.co.uk

www.petproductmarketing.co.uk

13/06/2023 11:52

Advertorial promotion

g n i t a r Celeb

THE BIG THIRTY WITH BURNS! A

s a vet, John saw an ongoing trend of unwell pets with preventable conditions. In 1993, John Burns began his mission to change pet fo forever with a revolutionary idea: natural, food he healthy pet food modelled on a homecooked diet!

Fast forward to 2023 and John has certainly su succeeded in his mission. Not only has Burns s over 3 billion bowls of natural and healthy sold ppet food, but the pet food industry has followed in the same tracks. Although there are countless pet foods that provide natural recipes in all shapes and sizes, there is nothing quite like Burns.

What makes Burns different? ● The simple and effective recipes contain complex carbohydrates like brown rice and buckwheat. ● Burns diets are low in protein and fat, which aims to reduce the amount of toxic build up in the system. ● Burns meets a pet’s needs instead of exceeding them, and this will never change, regardless of current trends.

Trade customers are excited to celebrate the milestone too. Burns is teaming up

with small businesses in the UK and Ireland to put on a creative, clever and eye-catching display in their pet shop that makes some noise about the anniversary instore and on social media using #BurnsTurns30! Huge stock prizes will be given to the top 3 winners, including £3000 worth of stock!

Customer offers and events are also a priority for Burns throughout their 30th anniversary year.

All pet owners and traders are invited to the dog event of the year; Burns Dogs’ Day Out 2023! The dog friendly event will take place in Margam Country Park, Wales, on 17th September 2023 for a day of dog talent demonstrations, have-a-go activities and so much more!

Throughout the past 30 years of innovation, one core feature has remained; being a family-run, independent business and we aim to keep it that way. Here’s to many more years of natural nutrition, healthy pets and expert advice!

If you’re interested in having a trade stand at Dogs’ Day Out 2023, contact Gemma on

events@burnspet.co.uk for more information before 18th August 2023.

To find out more on how to get involved, ask your Territory Manager, or call Sales on 0800 018 1890.

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Product highlights

Mad Cat toy range Pedigree Wholesale is now stocking the Mad Cat toy range. Featuring unique and fun designs, these fun plush cat toys are filled with a powerful combination of premium Catnip and Silvervine that have maximum potency.

The range features nine lines designed to entice cats to play! The plush characters feature a Cactus Kicker, Sloth and Avocado duo and a Kitty Carrot.

These are filled with a powerful combination of Catnip

Butcher’s Healthy Heart dog food Butcher’s Nourishing Food for Dogs has extended its Natural Health Support range, adding Healthy Heart to its existing line up.

Healthy Heart is the latest to join the range and has been specifically created to support your dog’s heart muscle function.

The recipe is 100% complete and balanced, grain free, and contains: ● Plant based omega-3 which is algae oil naturally rich in the omega 3 fatty acid DHA to help support a healthy heart ● Taurine & L-Carnitine which are essential to support heart muscle function ● Vitamins C & E, which are antioxidants to help strengthen natural immune defences, and vegetables such as spinach and butternut squash which are a great source of omega 3 fatty acids, antioxidants and fibre

and Silvervine. Silvervine is ideal for cats normally unaffected by Catnip because it contains two cat attractants, making it super potent!

The Kicker toys come in a cactus and sloth character, which are the perfect size for those bunny kicks; kicking is an instinctual behaviour for cats when they catch their prey. There are also two wands available; one in a bright green featuring a monkey and the Safari Squeak Wand, which contains Catnip and Silvervine, plus a real mouse sound! The frequency of the sound matches an actual mouse, mimicking natural prey.

The Catty Whack plays hide and seek with cats! A feather randomly rotates between six different entries designed to encourage independent play, plus it features an authentic mouse sound to stimulate cats’ natural hunting instincts.

These wild and wacky toys will drive cats mad and the range retails from £6.99 to £29.99.

The Mad Cat toy range is exclusively available to the Specialist Pet Trade via Pedigree Wholesale.

For trade enquiries, visit www.petproducts.co.uk

Healthy Heart joins the existing recipes in the Natural Health Support range, which includes Joints & Coat which has been carefully developed to ensure healthy joints, skin, and coats; Simply Gentle recipe which has been formulated to contain the right amount of naturally active ingredients to support dogs who have a sensitive stomach and promote healthy gut bacteria; and Lean & Tasty which supports a healthy weight and contains 20% less fat than Butcher’s regular recipes, ideal for those who are watching their dog’s weight, or for dogs who are less active.

Natasha Bryant, Senior Brand Manager at Butcher’s Nourishing Food For Dogs, said: “Our Natural Health Support range ensures that individual health needs are being catered for in a dog’s diet, while also providing them with a delicious meal that contains all of the nutrients they require.”

@miloandmarnie

For more information on Butcher’s Natural Health Support range, visit butchersdogfood.co.uk/our-food-developedby-nutritionists-and-vets/ or for trade enquiries, visit butchersdogfood.co.uk/contact-us-retailers/

Brand new for

2023 Additional revenue opportunities Non-competing lines • Show customers you care

www.ohsoprecious.co.uk Visit before 31.07.23 for 10% OFF your first order. Code PPM10

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Product highlights

Bingham Farms dog treat rawhide range Pedigree Wholesale have relaunched their portfolio of Natures Deli and PPI rawhide lines into a new brand destination — introducing Bingham Farms!

The old rawhide lines have been rebranded with a new look and feel, including a new logo and fresh packaging to ensure the products look strong and consistent in-store. Only the branding has changed, so all rawhide lines are made from the same delicious recipes as before, and all lines will keep the same codes, barcodes, pack formats, and pricing under the new repackaged brand.

New lines will transition from the old Natures Deli and PPI branding into the new Bingham Farms

branding throughout June and July. All new lines will be available through Pedigree Wholesale who are aiming to complete this transition by the end of July.

The range features 35 varieties of treats consisting of nine pouches, 24 bulk bags, and two display cases, so there is plenty of variety and choice for retailers and customers.

Natures Deli, an exclusive brand to Pedigree Wholesale, will turn completely rawhide-free thanks to this transition, the destination for natural healthy food and treats for happy dogs.

The Bingham Farms dog treat rawhide range is exclusively available to the Specialist Pet Trade via Pedigree Wholesale.

For trade enquiries, visit petproducts.co.uk

Furr Boost drinks in 400ml cartons Furr Boost, the healthy hydration smoothie drink, has launched a new 400ml carton which is better for larger dogs, more cost effect, and reduces environmental waste.

The smoothie drinks were created by a former technical manager to the food industry with over 20 years’ experience, Louise Toal, after her Beagle, Phoebe, at the age of 18 months, became unwell with bladder problems which after investigations with her vet were linked to the dog’s food. Using her technical background, Louise then started experimenting with protein shakes to help flush out Phoebe’s system and to provide her with the hydration that she needed when she was refusing to drink enough water in the summer months. This led to the creation of the Furr Boost range of smoothies.

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

Furr Boost can be used in a variety of ways. Served frozen, it can be placed in a Kong Toy or lick mat for dog training or as a distraction, or simply given to a dog as a tasty icy treat. Unfrozen, it can be added as a topper to meals or on hot days, simply pour into a bowl for instant hydration.

Furr Boost is available in three tasty varieties which all use the best quality 100% natural, human grade ingredients: Chicken, Butternut Squash and Cranberry; Pork, Apple and Sweet Potato; and Beef, Broccoli and Blueberry. Other added ingredients include flaxseed, coconut and salmon oils, dried sea kelp, chicory root extract, yeast beta glucan, vitamins B&C, and water.

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

Not only are the drinks ideal for active dogs but they are also great to give senior dogs when they are nearing the end of their lives as they provide comfort and balanced nutrition.

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

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GiGwi dog toy range The GiGwi Dog toy range features a variety of toys perfect for playing outside this Summer.

GiGwi is a unique pet toy brand whose mission is to reinvent playtime so pets and owners can make unforgettable moments together. GiGwi dog toys are high-quality and made using strong Thermoplastic Rubber (TPR), making their products strong enough to stand up to the toughest chewers. The range features a variety of balls, tug toys, and flyers.

The GiGwi ball is an all-round classic ball, making it perfect for fetch. They squeak, bounce, and float, making them versatile for playtime. They are designed in the classic tennis C-shape but also have a textured pattern on the surface, making them easy for dogs to grip. They’re made with no synthetic rubbers or harsh dyes so that they won’t damage a dog’s teeth, and they are also the perfect size to fit in most launchers.

The GiGwi Jumball is an extra durable basketball with an added handle, which is perfect for tough play with strong dogs. The handle makes it easy for dogs to pick up, making it perfect for playing tug!

The Foamer ball is great for playing fetch on land and in water, as the special rubber compound it’s made from makes it float. It is soft, yet strong enough to withstand sharp teeth and is super

bouncy. The ridges on the ball’s surface are perfect for dogs to grip on and hold.

Another staple toy, the Flying Tug is versatile. Its shape means it can be used as a frisbee, and also be used to play tug, or as a great chew toy. The Flying Tug is extra durable as it’s made from TPR and the ridges on the surface make it perfect for dogs to grip, no matter what game is being played.

The Iron Grip range features a comfortable handle for owners to hold and is made with a unique double rope structure inside to increase durability when playing tug. They also feature a squeaker to engage the dog’s attention for more play.

Lastly, something all pet parents will appreciate; the Push to Mute range! There is the option of having a squeaky toy and then when a bit of peace and quiet is needed, you can push the tail in to mute the squeak. This is a unique feature that owners will love when a bit of calm is needed.

These are available in a Duck and Owl design that dogs will love.

The GiGwi range is available for order, exclusively available to the Specialist Pet Trade through Pedigree Wholesale.

For trade enquiries, visit www.petproducts.co.uk

www.petproductmarketing.co.uk

13/06/2023 11:53

Arden Grange Training Treats Arden Grange is expanding their line-up of much-loved, super premium dog treats to include their first-ever soft snacks!

The new range consists of four delicious varieties of grain free, dog training treats made with fresh meat and added superfoods.

They all contain potent natural supplements to support the joints and digestion, and also include their blend of nutrient-rich superfood ingredients which have been selected for their excellent antioxidant properties and to provide additional support to dogs’ immune systems and overall health and well-being.

A complementary food for dogs and puppies over eight weeks, they are suitable for all breeds and sizes as a training aid or healthy reward between meals.

Along with Chicken, Duck, and Lamb, they

also have an Ocean White Fish grain free recipe which joins their best-selling Sensitive range for dogs with sensitive skin and/or delicate tummies. Highly palatable and easily digested, they are a great option for those with dietary allergies or intolerances.

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.

The new products are available now in 80g pouches.

For more information, visit visit www. ardengrange.com or for trade enquiries, call 01273 833390.

Yak Cheese Peanut Butter dog chews Petello have launched a tasty and delicious flavourr extension to their Yak Cheese Dog Chew range — ter introducing the brand-new Yak Cheese Peanut Butter dog chews!

These long-lasting boredom busters are not onlyy a nd delicious and healthy chew but cater for all sizes and breeds of dogs as they come in small, medium andd large, with an extra-large sized chew coming very soon. mThe chews are 100% natural, low fat, and calciumrich treats that are made using a special vegetariann recipe containing human-grade ingredients. They are handcrafted from authentic and rare yak milk from the Himalayas. Not only are they air-dried, but they are smoked to absolute perfection, completely nutritious, natural, and do not contain any artificial flavouring or preservatives.

Yak Cheese Peanut Butter Dog Chews are perfect for feeding as a treat or a reward as part of a dog’s balanced diet. They are made with three ingredients: Yak and Cow’s Milk, Roasted Peanuts, and Lime Juice.

This brand-new flavour is the perfect addition to stores and is exclusively available to the Specialist Pet Trade through Pedigree Wholesale.

Yak Cheese Dog Chews are part of the umbrella brand Petello which offers food for happy dogs and includes other delicious brands such as Natures Deli and Doodles Deli.

For trade enquiries, visit www.petproducts.co.uk

Anicura pet skin products A gentle and effective natural alternative to chemical-based products, Anicura make high-quality skincare for cats and dogs using proven ingredients which deeply hydrate and nourish, helping pets to achieve and maintain a healthy skin and coat.

Dog Gel Ointment / Cat Gel Ointment £12.99 Forms a soft layer over the skin to provide deep nourishment and maximum protection. Contains Apple Cider Vinegar to soothe itchy and inflamed skin and Sea Buckthorn, rich in Omegas 6,7 and 9, as well as Vitamins E and C, to hydrate and protect.

The silky, antibacterial gel allows for easy application to more sensitive areas like face wrinkles and paws, and is perfectly safe if accidentally ingested from self-cleaning, or through any scabs or open wounds.

Cat Spray / Dog Spray £12.99 With a multitude of natural oils to aid the skin in becoming healthier and stronger, the fast absorbing, non-sticky

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formula instantly cools, calms, and soothes, effectively breaking the itch/scratch cycle. The fine liquid sinks deep into the epidermis, with 15 natural oils and extracts including Sunflower Oil and Lavender, nourishing new skin cells early in their life cycle, allowing healthier surface skin cells to grow, and reducing future flare-ups.

Dog Shampoo / Cat Shampoo From £15.99 Gently supports sensitive skin while still nourishing coats of fur. The mild, low-foaming formula is especially suitable for sensitive, dry, itchy, flaky and chapped skin. A high-quality blend of oils, vitamins, and minerals combined with the pure fragrances of lavender and chamomile, it offers a natural alternative to chemically infused washes that can aggravate skin conditions. Rich in Omegas, both skin and coat are left feeling soothed.

For more information, visit anicura.co.uk or for trade enquiries, email info@anicura.co.uk or call 0208 979 3592.

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Product highlights

Vale Pet Foods wet dog food range Up and coming pet food business Vale Pet Foods, which is based in Leicestershire, has added a new range of wet food recipes to its product selection.

The new wet range comes in three delicious varieties: Salmon with Sweet Potato and Vegetables; Chicken with Sweet Potato and Vegetables; and Turkey with Sweet Potato and Vegetables. Each variety is packed full of nutrients to help with skin and coat, with the added extra gut health. They are great as a complete meal or as a topper to dry food.

Each pack size is 395g with an RRP of £2.49.

Vale Dog Food was created to provide customers with a naturally wholesome diet, packed with a good healthy source of protein and the right oils and minerals to benefit skin and joints. They produce a range of grain and gluten free dry food recipes, raw food recipes, and natural treats to which theyy have now added a wet food.

Vale Pet Foods was founded by two dog trainers, husband and wife Luke and Mairi Chapman, who also run a busy little farm in the Northamptonshire countryside. As dog trainers, they became very aware of the sensitivities and intolerances to food that many dogs had developed. They saw first-hand how diet can massively impact a dog’s behaviour, its appearance and also its development.

All products only use meat sourced from the human food chain and the finest ingredients packed with vital nutrients that are needed to contribute to great overall health.

For further information, visit www. valepetfoods.com or for trade enquiries, call 01455 332 003 or email woof@valepetfoods.com

DOGGI tough dog toy range Kennelpak introduces DOGGI, a new range of tough dog toys designed to provide hours of entertainment and mental stimulation. This virtually indestructible dog toy is specifically designed for dogs who love to catch and carry.

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

Each toy has so many ways to play and comes in three sizes and three distinc distinctive shapes: classic ball, rugby ball, and a dumbbell. It’s easy to clean, making it the perfect toy for pet parents who want to provide their dogs w with a safe and fun way to play. Thanks to their durability, each DOGG DOGGI toy is great for dog dental health too.

“We are excited to introduce the DOGGI range of toys to the market, as it addres addresses the needs of pet parents with dogs of all sizes who are looking for a ffun, long-lasting toy for their dog,” said Nigel Wright, Commercial Directo Director at Kennelpak. “We had a fantastic response to the products when we lau launched them at PATS at the end of March. Now they’re in store we’re also se seeing the interest and excitement from customers who are attracted by the impactful merchandise unit which really showcases the benefits of the ran range.”

DOG DOGGI toys are exclusively distributed in the UK by Kennelpak with retail prices starting from £5.99.

For tra trade enquiries about DOGGI products and free marketing POS suppo support, email sales@kennelpak.co.uk.

Treatoy by Dogsee Introducing Treatoy by Dogsee, the ultimate pet companion that is designed with both dog enrichment and dental cleaning in mind.

The Treatoy works by placing the yak milk treat in the centre of the yeti, microwaving for 60 — 90 seconds, and allowing it to cool before providing owners’ dogs an extended playtime and simultaneous teeth cleaning.Yak milk cubes are provided in the toy pack and re-fill packs are sold separately.

Alternatively, the Treatoy can be used in combination with Dogsee Chew Bars as the perfect solution to utilise those last bits of yak milk bar and minimise waste.

Available in three vibrant colour options: green, pink, and blue exclusively through Su-Bridge Pet Supplies.

For trade enquiries, call 01953 882485 or visit www.su-bridge.co.uk

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N AS SEE S FT U R C T A & PATS

THE SUMMER’S HOTTEST NEW FLAVOUR

Natural Smoky Smell

BBQ Grill Marks!

Same great long-lasting No-Hide chew ®

Available to order NOW in Small and Medium THE ORIGINAL HEALTHY ALTERNATIVE TO RAWHIDE Available exclusively from

sales@petproducts.co.uk 0115 982 3900 petproducts.co.uk

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Raw food

The raw market is growing.

READY FOR RAW? Raw pet nutrition is on the rise — could it be a great seller for your shop?

What is raw feeding?

Raw feeding is providing a diet of raw food for cats and dogs made up of raw meat, offal, and raw bone, along with other ingredients such as fruit, vegetables, oils, nuts, and seeds.

The benefits of raw feeding There is no doubt that feeding processed pet foods work for many people and many dogs. If owners make a good choice selecting a complete pet food, they can be sure they are feeding their dogs a scientifically formulated diet that

HYGIENE & HANDLING ADVICE FOR COMMERCIALLY PREPARED RAW PET FOOD, FROM FREEZER TO BOWL YOUR DOG’S RAW FOOD

YOUR ROAST DINNER FREEZER

Read information on the product packaging for freezing directions

DEFROST Defrost in an airtight, leak-proof container at the bottom of the fridge. Keep for up to 3 days after defrosting. Never refreeze.

PREPARING Wash your hands with hot water and disinfectant soap after handling raw meat and its packaging.

MEALTIME

AFTER THE MEAL Remove and carefully dispose of of any uneaten raw pet food, soon as your pet has finished eating.

Clear away the plates and remove all leftovers.

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

For more information and guidance please visit www.ukpetfood.org or simply scan the QR code opposite

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combines convenience with balanced nutrition.

For some people though, raw feeding their pets has been a total revelation, with positive benefits for skin, teeth, behaviour, weight management, energy levels, and perceived food satisfaction. This isn’t some kind of quackery either, and while there are some vets who are anti-raw feeding, there are also many vets who support it and even highly recommend it.

Raw food is not a fad. Ian Billinghurst’s ground-breaking book ‘Give Your Dog a Bone’ came out nearly a quarter of a century ago and dogs have thrived for the past 15,000 years on a diet of raw, unprepared food, while processed pet food has only been around for the last hundred years.

Concerns about raw pet food There are concerns about how raw meat can carry bacteria, such as salmonella and campylobacter, which can pose a risk to animals and humans. Raw meat does pose a risk to human health, there’s no doubt about that but it poses a risk whether you are feeding it to your dog or feeding it to your family. To mitigate against risks, hygiene is crucial any time you are handling raw meat (cleanliness, washing hands, washing utensils).

It is recommended for any owner wanting to feed raw to choose a commercially prepared raw food. Preparing a homemade raw diet has increased risk and it possible that it wouldn’t contain all the nutrients pets need.

Commercially prepared raw foods Some members of UK Pet Food produce frozen and freeze-dried raw foods for cats and dogs, with both ‘complete’ and ‘complementary’ varieties available in a range of convenient formats. These products help owners to feed their pet raw diets responsibly.

The ‘complete’ pet foods have been specially formulated to provide the nutritional balance a cat or dog needs in their daily diet. The term ‘complete’ is a legal definition — it means that the food lawfully contains all essential nutrients a pet needs.

A ‘complementary’ pet food will need to be fed alongside another food source.

The pet food label will tell you whether it’s ‘complete’ or ‘complementary’ along with directions for handling and feeding guidelines.

As with all commercially prepared pet foods,

commercially prepared raw foods are subject to stringent legislation and require various tests to ensure they are safe.

This minimises the risk of food-borne contamination to both the owner and the pet.

Safety certification When it comes to selling raw, one of the best places to start is UK Pet Food — the leading association for pet food manufacturers, suppliers, and the wider industry. Many of their members are raw food manufacturers and as well as signing up to general standards as required to be a member,

RAW FEEDING HYGIENE AND HANDLING TIPS Good hygiene practice is always important.

Even more so when handling fresh, frozen, or freeze-dried raw food. Follow these guidelines to ensure you are handling raw pet food correctly.

Purchase products that are in good condition.

You should see no visible signs of damage to the packaging, such as dents, tears, discolourations.

Wash your hands with hot water and soap after handling either your pet or their food and its packaging.

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

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

Clean and disinfect your pet’s feeding area as soon as your pet has finished eating.

Store your raw pet food correctly. When buying prepared raw foods, you can find the storage instructions on each package.

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UK Pet Food has also created the Raw Pet Food Certification Scheme. Developed by independent certification scheme experts, KIWA, the standard provides another tool to support the safe production of commercial raw pet food.

The scope of the scheme includes plant design and maintenance, supplier assurance, safe product formulation, full traceability systems, safe handling, quality checks, microbiological testing, a programme of internal auditing, HACCP, staff training and labelling compliance.

Michael Bellingham, UK Pet Food CEO advises: “The certification scheme is based on a comprehensive standard, encompassing all aspects of hygiene and feed safety. It applies to the entire process from the selection of raw materials to the finished goods. It’s developed with the objective of ensuring safe products for our pets.”

Michael continues: “Our partnership with KIWA was critical to the credibility and success of this scheme. They are well known in the agri-food sector and have developed other highly regarded schemes such as the Universal Feed Assurance Scheme.”

UK Pet Food members are adhering to the highest standards and is the best place to find out more about the manufacture of raw food. Other raw pet food schemes, including RawSAFE also exist too.

If you’re looking at becoming a stockist, the best place to start is the UK Pet Food website (www.ukpetfood.org/ resource/raw-feeding-factsheet.html). At the bottom of this page under the UK Pet Food members companies tab, you will find a list of manufacturers of raw pet food products.

Research the different manufacturers, what they offer, and how their brands differ. Once you have found a product (or several) that you think fits your shop, then you can contact them to discuss becoming a stockist and how to set up a trade account.

The manufacturer will be able to guide you on how best to stock their products (you will need freezers) and how to promote them too. Wholesalers will usually offer raw products too.

Becoming a raw food stockist The raw pet food market is growing and experts predict that it will continue to rise over the next few years. As a pet retailer who is keen to provide what customers want, it is likely that raw food is going to be on your agenda — if it isn’t already.

For information on how to start stocking Cotswold Raw,

visit www.cotswoldraw.com or call 01386 426335 DEFROSTING RAW PET FOOD When defrosting raw pet food, ensure that you: ● Defrost in an airtight, leak-proof container at the bottom of the fridge ● Never refreeze ● Never discard the thawed juice, as this can contain essential nutrients for your pet ● Consult the manufacturer for further information on preparation and storage

POTENTIAL BENEFITS OF RAW FOOD ● Cleaner teeth. ● Fresher breath. ● Shiny coat. ● Digestive well-being. ● Firmer, more manageable poos. ● More enjoyment of food. ● Less faeces (and less smelly!).

To find out more about raw pet food, including useful resources and posters you can use in your shop,

visit www.ukpetfood.org/our-work/safety-and-standards/raw-pet-food.html

FEED YOUR DOG AS NATURE INTENDED

find us... @CotswoldRAW or #CotswoldRAW

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14/06/2023 09:53

Small companions

Claire Hamblion Marketing Director at Supreme Pet Foods

Rabbit awareness week

How to establish your rabbit expertise A

s a pet retailer, you have the opportunity to provide not only products, but also valuable knowledge and expertise to rabbit owners. By establishing yourself as an expert in the field of rabbit care, you can build trust, loyalty, and credibility, while promoting the health and well-being of these increasingly popular pets.

Rabbit Awareness Week 2023 runs from June 26th to June 30th. It presents a great opportunity to shine a light on the health and welfare needs of rabbits, while also showcasing your expertise; this year the focus is on neutering.

Neutering need-to-knows Over the past two decades, rabbit lifespans have increased from 5 — 7 years to as many as 10 — 14 years today.

This increase can be attributed to advancements in rabbit nutrition and preventative healthcare, including neutering.

Educating rabbit owners about the benefits of neutering, not only positions you as an expert but also empowers rabbit owners to make informed decisions about the care of

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their four-legged family members.

Rabbits can be neutered from around five months of age, but of course owners should always be guided by a veterinary surgeon. While neutering can be performed in older rabbits, delaying the procedure until maturity can increase associated risks. For example, in females, the larger amounts of abdominal fat in older rabbits can make surgery more complex. In males, it is necessary to wait until the testicles have descended, which is usually by four to five months of age. Retailers should also inform owners that male rabbits may remain fertile for five to six weeks post castration.

Benefits of neutering ✔Prevents unwanted pregnancy ✔Allows both sexes to live together ✔Prevents uterine adenocarcinoma in females ✔Reduces the incidence of aggressive behaviour ✔Reduces scent marking and spraying

Further sales…

Rabbits often live as part of a multipet household. 54 percent of rabbit and guinea pig owners also own a dog, while 43 percent also own a cat. These households present a valuable opportunity for retailers.

A note on uterine adenocarcinoma Uterine adenocarcinoma is a type of cancer that is common in unneutered females. It can occur as early as two years of age, and by the age of six years old 60 to 80 percent of female rabbits may be affected. Prevention of uterine adenocarcinoma is one of the main reasons to recommend neutering.

What about anaesthetic risks?

Many rabbit owners express concerns about their rabbits undergoing a surgical procedure, not least because of the risks associated with a general anaesthetic. While it is true that the risk of anaesthetic-related complications may be higher in small prey species like rabbits, than in dogs or cats, advances in rabbit anaesthesia, surgery, and post-operative care have helped to reduce these risks.

Retailers should emphasise that the benefits of neutering will outweigh any associated negative consequences for the vast majority of rabbits, but that owners should book an appointment with their veterinary surgeon for a detailed

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Many rabbit owners express concerns about their rabbits undergoing a surgical procedure, not least because of the risks associated with a general anaesthetic.

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discussion, including a pre-operative health check.

Stress, surgery and small pets

Owners will be looking for reassurance and talking them through what their rabbit can expect on the day of neutering can help to overcome concerns. In particular, it is now widely recognised that stress in rabbits has a detrimental effect on surgical outcomes and every effort should be made to ensure the day is as stress free as possible. While at the vet’s this may include: ✔Encouraging owners to bring a bonded companion with the patient ✔Housing rabbit patients away from the sound and sight of predators such as barking dogs ✔Using calm, gentle handling techniques ✔Administering pain relief when necessary ✔Asking owners to bring in a portion of the rabbit’s usual food ✔Offering hay to provide a familiar smell, a place to hide and a source of fibre

Post-operative care After recovering from the anaesthetic, it is crucial to encourage the rabbit to eat, as this reduces the risk of gastric stasis, a life-threatening condition where gut contractions slow down or stop altogether. Offering some of the rabbit’s usual nugget diet, along with high quality hay, such as Science Selective Timothy Hay, will be sufficient to tempt most post-operative patients.

In some cases, additional nutritional support may be needed to assist with recovery from surgery. Science

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Selective Recovery Plus is a high fibre diet, rehydratable as a nutritionally complete liquid feed. Recovery Plus may be used in the immediate post-operative period and continued at home, making it a useful addition to the retailer’s small pet nutrition range.

Prevention is better than cure Of course, neutering is just one part of preventative health care for rabbits, and it is worth giving consideration to other aspects of health and husbandry too. Rabbits are no longer seen as children’s pets, with 83 percent of owners describing them as adult or family pets. These owners are prepared to invest in their pet’s health and are keen to seek out high quality information from trusted sources.

One way that retailers can help to address this, while also driving traffic in-store, is to offer educational events for rabbit owners, such as talks to small groups or oneto-one bookable appointments. Whatever works best for the individual retailer, it is a good idea to have a checklist of topics for discussion (see the Retailer check list), interspersing information about particular aspects of rabbits husbandry with suitable product recommendations.

Retailer checklist ■ Nutrition ■ Housing requirements ■ Importance of companionship ■ Safe handling techniques ■ Flystrike prevention ■ Neutering ■ Vaccinations ■ Insurance Putting together a ‘new rabbit pack’ can be a great way of reinforcing key messages. Along with Supreme’s range of educational materials including care guides and nutrition leaflets, free product samples are a useful addition to these packs. Free samples are often a winner with owners, who appreciate the opportunity to try before they buy. With this in mind, Supreme now offers free samples of all diets in their Science Selective rabbit lifestage range, and with high palatability, these samples prove to be very effective. By combining them with money off next purchase coupons, retailers can help to establish firm shopping habits and repeat store visits.

Use free samples to: ● Start conversations about nutrition and health ● Encourage the feeding of high-quality science-based

nutrition ● Enable owners to ‘try before they buy’ ● Build goodwill with owners Educational events present a great opportunity to engage with rabbit-owning customers. Where questions arise that are beyond the expertise of the individual retailer, owners should be directed to an expert colleague or veterinary professional as appropriate. While somewhat outside the remit of the retailer, one condition that is relatively common among the UK rabbit population, and worth having some familiarity with is Encephalitozoon cuniculi.

What is Encephalitozoon cuniculi?

More commonly known simply as E. Cuniculi, this microscopic parasite is a common cause of illness in pet rabbits. It may affect the nervous system, kidneys and eyes, causing signs including head tilt, paralysis and seizures. Routine preventative treatment is generally not advocated, although vets usually recommend the treatment of rabbits that have been in contact with an infected individual. If treated in the early stages, the outlook is generally good, but for rabbits with more severe signs of disease it can prove fatal. As with other signs of illness, owners should always be advised to seek veterinary attention.

TIPS FOR REDUCING THE RISK OF E. CUNICULI ● Pay attention to hygiene, keep living quarters clean using a pet-safe disinfectant such as Tiny Friends Farm Keep it Clean cage and hutch cleaning spray ● Isolate new rabbits to make sure they are healthy ● Keep pet rabbits separate from wild rabbits By highlighting their expertise and establishing credibility, retailers can help to support rabbit health and well-being, show their customers that they care, and encourage repeat store visits and a bonded customer base.

Tips:

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14/06/2023 10:12

Cat advice

Introducing a cat to other pets

Housemates!

Bringing a cat into a house with a resident cat or dog needs to be done carefully. Clare Hemington takes you through it. hether or not to add another cat to your existing cat or dog family is something that requires very careful consideration. The last thing you want is to end up with an unhappy pet and a worried human household. Of course, cats can and do get along with both cat and dog species, but there are a lot of elements that have to be right in order to make the relationships work.

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Introducing Cats Imagine you’re enjoying a settled home life, when without warning a complete stranger moves in and everything is turned upside down. Your home is no longer your own, you’re resentful, not to mention whether or not you’ll actually get along with the newcomer.

This is how your cat is likely to feel when a new cat comes to share his territory. And as for your new cat, he’s just been uprooted and plonked in the middle of goodness knows where into a territory already ‘owned’ by another of his kind.

Introducing a new cat to one already at home can be fraught with difficulties, and there is never any guarantee

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they’ll become buddies, or even like each other, especially if in the excitement of bringing home your new furry family member you allow the two to meet straight away. Cats don’t care for surprises, so this experience is unlikely to be positive and thereafter all meetings between the two will likely be sullied.

The key is to allow the two to meet gradually in the following way: ● On arrival, put your new cat into a dedicated room with all his resources. The room should be one in which your resident cat doesn’t spend much time. Learning how to introduce cats includes giving your new cat enough time to get comfortable with you and his new surroundings, and for the resident cat to adjust to the unfamiliar feline scent behind the closed door before allowing them to make eye contact. This can take anywhere between a few days and a few weeks. ● In this time, you can start scent swapping. Using a clean natural-fibre cloth for each cat, stroke them around the cheeks, chin, and forehead. This will collect small amounts of pheromones. Each cat’s cloth can then be rubbed against doorways and furniture in the other’s areas, allowing them

to explore the scent of the other without direct contact. You might also like to swap bedding and toys.

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Make sure you allow your cat to stick to his usual routine...

● Only when there is no negative reaction from the cats to the other’s scent should visual introductions be attempted in the form of daily scheduled sessions. A pet or baby gate fixed to the frame of the door to the room in which the new cat is situated is ideal for this. Make sure that your new cat has somewhere in his room where he can hide if he becomes anxious. ● Begin by distracting your existing cat with treats and play at a distance from the room that both cats will tolerate, which might be a long way off! If possible, have another person in the room with your new cat doing the same. The first exposure should be short, just five minutes. ● Reduce the distance between where you play with your cat and the new cat’s room by small amounts each day. ● Start with a once-a-day session and if the cats remain calm, you might like to increase this to two. ● The introduction period is a good time to minimise any future competitive behaviour between the two cats by ensuring that you have in place the appropriate amount of cat resources — at least two of each of the following: food and water stations, beds, high places, hiding places, litter trays, toys, and scratching posts. Ensure these resources are well distributed throughout your home. ● Try to maintain your existing cat’s routine and not give him any more attention than you would normally.

It might take several weeks before you’re able to open the pet gate to let the cats meet physically. If this goes consistently well, the formal introduction programme can end and the two felines can be allowed free access to each other. When they do first meet, it is often tempting to interfere in their initial interaction, but unless they risk injuring each other, it is usually best to let them sort it out in their own language.

The process for introducing a kitten to an existing cat is very similar, however after the introduction process is complete, it might be wise to keep your new bundle of fluff separate from your existing cat at night until the little one is physically more robust.

Introducing Cats and Dogs Introducing a cat and dog carries with it an additional element of jeopardy. One in which a larger furry animal may want to chase and/or attack a smaller furry animal, especially if it’s moving. I once had to return a dog to the rescue centre because of a nasty incident with my cat and I was heartbroken. So, if you’re bringing a new cat into a home with a dog, it’s vital that you consider your dog’s breed and whether or not it’s suitable for multispecies living and that you choose a cat that you know has been socialised to dogs and/or has had previous positive experience with dogs. If you’re bringing a new dog into a home where there is a feline resident, choose a laid-back breed that is likely to adapt to a cat companion.

As ever, the more thoroughly you plan ahead, the better your chances of minimising any distress that the cat and dog might otherwise experience. With this in mind, I would suggest using the time prior to the arrival of the newbie to prepare your home.

As with the cat-to-cat introductions above, create a room for a new cat (if possible, upstairs) that he can use as his sanctuary when he first arrives. It’s especially important that the room contains places to hide and to get up high, as he’ll likely be able to both smell and hear the family pooch and might want to take evasive action.

If you have a two-storey home, a pet/baby gate can be used at the bottom of the stairs. This will hopefully stop Fido haring up to investigate and give your cat the freedom to explore upstairs.

When your new cat appears more confident, allow him to venture downstairs to inspect the rest of the house with your dog either outside, or in a room with the door firmly shut. Try not to follow your cat around while he explores, it’s likely that he’ll prefer to do this solo. Instead, you might like to provide your dog with some company and playtime.

Only when your cat feels confident in his new surroundings should you begin the introduction sessions using a dog crate.

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don’t want him going off his food. Use the guidelines above The crate should be located in a room which you have to introduce the two. pre-allocated for the sessions. Ensure the room has clear Having a dedicated sanctuary which your cat can flee escape routes for your cat, plenty of accessible high places, to if it all gets too much and which the dog can’t access and is well away from his litter tray and feeding station. is a good idea. Once again, you can use a pet/baby gate to Place your dog in the crate with a food-filled chew toy. section-off areas of your home. Make sure you allow your Open the door to the room and allow your cat to enter cat to stick to his usual routines and give him the and approach the crate if he wants to. Avoid the opportunity to engage in stimulating activities temptation to carry him into the room as this away from your new dog. It might also be a will take away his ability to control the good idea to have a calming diffuser in a situation. room where your cat feels most relaxed.

Play and food treats can be used with And if you really want to maximise both cat and dog initially to provide your chances of having a successful distraction and help create a positive cat/dog relationship acquire them association with the other’s presence.

Sometimes it is a more together as a kitten and puppy!

Continue these sessions until realistic aim to have two Introducing cats to other animals both feline and canine parties appear can be time-consuming and involve relaxed in the same room. pets who tolerate each lots of hard work. But with the right At this point and with your dog other rather than being preparation and process, you could be controlled on a lead, you can open the good friends. rewarded with a lifetime of special pet crate and allow him to sit beside you. togetherness moments to cherish.

His calm behaviour can be rewarded with praise and a treat.

If after a few weeks interactions between cat and dog remain positive, you can remove the lead.

Continue to supervise all meetings between the two until they are happy and relaxed in each other’s presence.

If you are introducing a new dog to a feline home, allocate a room, ideally one not favoured by your cat, and use this to house your dog when he arrives.

Either make sure the room is well away from your cat’s litter tray and feeding stations, or plan ahead and start to feed your cat as far away from the room as possible, you

Did you know?

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13/06/2023 13:23

Dog advice

10 ways to

boost your dog’s confidence Trainer and behaviourist Jackie Drakeford is full of ideas on how to help your dog be happy, calm, and confident. ave you ever spotted a dog trotting along on a loose lead? Every now and then he looks up at his owner, who is so ‘together’ with him that she always returns his eye contact.

This is a dog who goes past noisy traffic, family groups, and any number of dogs, without feeling challenged or threatened, because he knows his owner will keep him safe.

If necessary, she will step between her dog and anything that might upset him, deftly bar the approach of the toddler who in all innocence just wants to make a new friend, or cross the road well ahead of the dustcart so her dog’s sensitive hearing isn’t hurt. We can all be this person, and I’m sure many of you already are. But, dogs and owners alike, few of us started out this way.

Just like us, some dogs are born confident, while others are naturally shy. Life experiences can alter either attitude, so you need to know how you can help the bold dogs stay that way without getting themselves into trouble, and enhance the courage of those who find the world worrying.

Some breeds are naturally more confident or sensitive than others, and you cannot install whatever is not part of the breed bias, so what can you do to make the most of what is inborn?

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Choose your litter carefully. Good breeders go to endless trouble to familiarise their puppies with the outside world, giving them rides in the car, going to the vet’s to meet friendly staff as a separate exercise from their vaccination visits, meeting different ages and types of visitor, getting them used to radio and television sounds, and playing on different surfaces indoors and out. You can continue that good work by giving your puppy short, happy experiences whenever possible. Your presence is supportive, and your puppy should see you as a protector and best friend.

If you are taking on an older dog who may already have had bad experiences, the approach is the same but you have to go more slowly. First, your dog has to learn to trust you, then trust in your support and protection. The first stage can take a long time, especially if the dog is a very sensitive breed type. There are natural developmental fear stages, which are biological and can’t be avoided. They exist to prevent growing pups from becoming too adventurous and getting themselves into situations they are too young to handle. If a dog has suffered trauma during one of these phases, he may always be nervous in those specific circumstances, and you should respect that.

Your dog needs to trust in your support and protection.

Trying to jolly him out of fear merely confirms to him that you don’t know how risky something is, and you can lose your dog’s trust, rather than gain it. However, acknowledging his concern and immediately taking him out of that environment will grow his confidence. You may not have to do much; it is often sufficient to step between your dog and the item or creature he fears, or walk a short distance away, even turning back if you are on a narrow path. Do whatever it takes to create confidence in your dog that you have the ability to deal with whatever he thinks is about to happen, or happened once, never to be forgotten.

A confident dog will look to his owner, knowing he or she will protect him.

TOP TIP! It is easy to get distracted by our phones while walking our dogs, but take the time to focus on your pet and mentally wind down yourself.

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Different types of dog show a lack of confidence in different ways; the one who pulls towards something, hackles up and barking, may be just as fearful as the one who cringes and dives behind your legs. Your response has to be the same with either — you go a suitable distance away as soon as your dog looks worried, and keep your body between your dog and the item he fears.

There is no need to use your voice at all, because that just adds pressure. Stand tall, make yourself big, and act with confidence, even if you are short and small like me. Dogs are natural assessors of body language, and there are times when they much prefer it to speech. ‘I’ll deal with it’ is the best message you can give them if they are uncertain or afraid.

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Trying something new in training or activities is eagerly enjoyed by most dogs, but some will hang back in unfamiliar situations, especially training classes full of strange dogs and people, maybe with an echo if indoors. Good trainers will see this at once, and allow both of you to watch from a distance, close enough to see what’s going on, not so close as to be overwhelmed by the strangeness of it all. Watch the other dogs to see if some are eyeballing others in a threatening manner, and if so, keep out of their line of sight or break it by positioning your dog to the far side of you. Your body is such a useful training aid — you always have it with you no matter what else you forget!

Make sure your dog understands what you want him to do by breaking down training exercises.

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Make it clear what you want from your dog. We all have difficult days that seem to be one problem after another, and so often it seems those are the times when your dog plays up.

Natural though it is to be impatient with your dog when he doesn’t do what you want, understand that he is anxious about your mood. Dogs pick up on your feelings very quickly, and if you are being negative, no matter how justified you think those feelings are, your dog will feel insecure. He doesn’t know what to do, and will sometimes choose the wrong reaction. So, take a deep breath, soften your thoughts, show him what you require from him, and reward him as soon as he tries to comply, even if he doesn’t get it quite right.

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Are you a good explainer? You can’t tell your dog what you would like from him in conversations, but you can make it easy for him to understand, by breaking down tasks into small parts and then chaining them together into a sequence.

Reward each response you want, and make sure you use rewards your dog really enjoys, which may not always be obvious to you. Always end on a good note, even if it means going back to a previous exercise that your dog understands well.

Be ahead of those situations that might fret your dog.

Someone up a ladder, or half a someone Practise changing the side you (because the other hold your dog on, so that if half is unseen something risky presents itself, you while they are are familiar with putting yourself working on a between your dog and whatever hedge or down worries him. Always change hands behind you, so you don’t trip over a ditch) might be the lead or your dog! everyday for us, but can be worrying for some dogs. Similarly, unpleasant noises or a strange smell are more upsetting to a dog’s fine senses than to yours — and you may well disagree about the pleasantness of some noises or smells!

Always be aware of your dog’s reactions, because he will let you know when he is anxious about something long before he comes right up to it. A dog who gets a helpful response when he first asks for reassurance builds his confidence in you so much more than those you might unwittingly propel into a tricky situation before you do something about it. Be aware, read your dog, read your surroundings, stay alert. He will love you for it.

TOP TIP!

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Dogs pick up on your feelings very quickly — both the positive and the negative.

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The dog who barks and lunges may be just as fearful as the one who hides behind his owner’s legs.

If you work on building your own confidence, it will help your dog feel confident too.

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Celebrate small successes. Did he just go straight past that dog who was misbehaving? You kept him safe by moving him to the other side of you, so once the hazard is past, make a great fuss of him and offer several treats. If he knows how well he has done, it’s a real confidence boost for you both.

Always believe what your dog is telling you. People sometimes genuinely think that their rowdy dog is “friendly” and “only wants to play”, which is too often followed by “he’s never done that before” or “it’s your dog’s fault” and these are not conversations you need to get involved with. Swap sides, smile, keep walking.

Confident dogs tend to be happy and relaxed on their travels.

Confident owners build confident dogs, but we can’t help being the personalities we are any more than our dogs can. If you work on building your own confidence, it will help your dog feel confident too. Be kind to yourself and do not set impossible tasks.

It’s perfectly fine to avoid places or times that offer too much challenge.

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13/06/2023 13:18

Business advice

Writer/researcher for independent businesses.

Movers and takers:

Don’t let secrets walk out the door ey players regularly move around, whether to further careers, branch out, or to set up a business in parallel to their former employer. The obvious question is how can businesses protect their confidential information and prevent it from walking out the door with a departing employee?

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Information is protected by confidentiality There are three general categories of confidential information: general skill and knowledge; confidential information such as client lists, financial information, and marketing strategies; and trade secrets that includes commercially valuable secrets that give the owner a competitive advantage.

During employment, employees have an implied duty to keep all this information confidential. However, once they have left, the picture is different, and employers will be more at risk of misuse of their confidential information and data. Although employees are still subject to an implied duty to keep trade secrets confidential, without specific and robust post-termination confidentiality terms in the employment contract wider valuable information is at risk of being passed to a competitor.

Practical steps However, there are four practical steps that can be taken to protect confidential information:

Identify Organisations should pinpoint the confidential information that it owns.

This may include intellectual property, such as designs and trademarks, or it may be as simple as a list of client names and contact numbers. Once identified, that information should be appropriately labelled with ‘confidential’ or ‘not to be disclosed externally’, securely stored, and handled accordingly.

Individuals with access to confidential information should be documented. Not everyone in a business needs access to company confidential information to do their job. Administrative staff, for example, may require access to client contact details, but not to new designs. Similarly, some may need to know sourcing arrangements, but not the details of the company’s overall supply chain. Understanding which

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employees have access to this information will assist when it comes to justifying the employment contract protections that need to be put in place.

Protect Once the important information is identified, along with the individuals who can access it, employers can use contracts and policies to ensure that there is a legal disincentive against information and intellectual property being poached.

The first layer of business protection will come in the form of bespoke confidentiality clauses incorporated into employment contracts. These should be specifically tailored to information which is relevant to the business and tightly drafted to capture only that information the business can lawfully protect. Recent cases have shown that trying to restrict an employee from disclosing generic information “relating to the business, products, affairs and finances” of a company is unlikely to be enforced by the courts.

As well as confidentiality clauses, welldrafted appropriate restrictive covenants can also effectively protect confidential information. In particular, an enforceable non-compete restriction can prevent an employee from joining a competing business for a specified period of time (generally no longer than 12 months) after their employment ends. Similarly, nonsolicitation and non-dealing restrictions may prevent them from contacting and/or working with any key clients or suppliers for a limited period.

However, more is not necessarily better.

Restrictions will only be enforceable if they operate in a way that is no wider than necessary to protect a business’ legitimate interests as well as goodwill and the stability of the workforce. This can also include trade secrets and confidential information.

Train In addition to the legal documents that may be deployed, training should also be provided as a further means of reducing risk. This will help employees identify the confidential information they may be working with or have access to; understand how to keep that information confidential; and raise awareness of their contractual obligations both during employment and after leaving the business.

Training is more important than ever now that so many employees have been regularly working from home and may continue to do so through hybrid working arrangements. It is likely to be beneficial to run refresher training sessions that highlight any additional measures and reiterate the importance of protecting confidential information, no matter the location that an employee is working from.

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Training is more important than ever now that so many employees have been regularly working from home...

Monitor

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Adam Bernstein

The same principles apply when drafting clauses in a settlement agreement where an employee is exiting the business. Given that settlement agreements are often drawn up under contentious circumstances, it is particularly important that the employer focuses its mind on the confidential information that it is seeking to protect.

The agreement may need to ensure a specific payment is made in return for new confidentiality restrictions. This will protect the tax treatment of any separate compensation payments and may assist with enforcement.

Similarly, employers should put in place a confidentiality policy that highlights the business’ expectations about confidentiality; the types of confidential information existing within the business; and ways to keep such confidential information secure.

For a policy to be effective, it must be read and understood by the workforce, so there is little to be gained from hiding a confidentiality policy deep in the company handbook — it must be clearly visible and publicised to all employees and should be read alongside other relevant policies, such as IT security and data protection.

Employers should consider how they can monitor their IT systems to pick up any data and confidentiality breaches promptly.

Given the growth of hybrid working, employers may now be more vulnerable to the loss of confidential information as remote working makes it more difficult to ensure data security.

It is possible to monitor the use of confidential information with software which can alert instantly to suspicious behaviour, such as large downloads, emails to personal accounts, or voluminous printing.

However, there are various legal restrictions — not least the GDPR — which put employers at risk of overstepping the mark. They will need to ensure that any monitoring is proportionate to the legitimate interest that they are seeking to protect, namely the confidentiality of business information. They would also need to keep employees well informed about the type of monitoring the company is likely to perform by means of data privacy notices and other documents.

Post-employment, checks can be performed on company devices returned by a departing employee to ensure that confidential information has not been suspiciously downloaded or emailed externally. Employers may also wish to keep a close eye on former employee’s activity within the industry to spot any early signs of breach of restrictive covenants or leaks of confidential information to a competitor.

This may prompt enforcement action such as an injunction.

As the hiring employer The key attraction of any recruit is often their previous experience, sometimes with a competitor, and their depth of knowledge about the industry. However, incoming employees may have accessed a large amount of confidential information of their former employer, which will usually be the subject of restrictions. New employers may find themselves subject to duties of confidentiality that prevent them from using it in a useful way for their business, even if it is of a great commercial benefit to them.

A recent case involving Trailfinders provides a clear warning to businesses that receive information from a competitor, even where they are not aware that the information is necessarily confidential.

In this instance, 40 sales consultants at Trailfinders left to join a competitor which encouraged them to bring their customer contact lists; the consultants weren’t warned that this might lead to a breach in confidence.

The Court of Appeal held that the competitor was in breach of an obligation of confidence. Even though it was not explicitly made aware that the information was confidential, it ought reasonably to have known that it was or, if unsure, it should have made enquiries as to whether it was.

To avoid falling into any disputes, it is recommended that employers are cautious with the wording of job adverts and the conducting of interviews so as not to encourage new recruits to bring along and disclose confidential information from their old employer. This may be seen as an inducement for an employee to breach their employment contract and could result in a claim against the recruiting firm for any resulting losses.

Also, incoming employees should confirm whether they have any restrictions in their previous employment contract that will impact on their new role. Similarly, employees should be discouraged from using or disclosing any information which has come from their former employer without its consent — turning a blind eye does not remove the risk.

Lastly, if information is disclosed to the business, it should consider whether it might be confidential. If it is clearly the type of information that any business would consider to be confidential, then it should not be used.

Confidential information is, by its very nature, valuable and organisations should take great care to protect it against loss and misuse. Similarly, employers should ensure that they are not put in a position where they might be accused of abusing another’s protected information.

www.petproductmarketing.co.uk

13/06/2023 14:48

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13/06/2023 13:46

Reptile advice

Protecting the hobby John shares his view about how the hobby of reptile and amphibian keeping is being protected.

John Courteney-Smith MRSB FLS Arcadia Reptile; Head of Science and Innovation/Author/Herpetologist

eptile and amphibian keeping must be one of the most rewarding hobbies available to the average person. In particular, the breadth of species available and the quantity of products and supportive knowledge really does mean that there are a number of species available to suit almost all levels of ability and family situations (yes, even a stick insect counts!).

Reptiles, when kept properly, really can make wonderful pets — exempted from blame for allergy complaints, not leaving hair all over one’s house, and, on the whole, remain fairly quiet. Furthermore, the greatest majority of the species offered to us are now long-term captive bred within the UK and as such are not representing any form of a drain upon wild populations. In general, they are less active maintenance than mammals and require no thrice daily walks nor represent the wanton murder of countless millions of wild birds.

There are many very valid reasons why pet keepers and hobbyists alike are drawn to reptile as a category, and we must remain thankful for the freedoms of choice that we currently enjoy. Having said this, there will always be those that oppose our hobby, and many other hobbies and trades, related or not. Sadly, many of these tend to have the ears of certain aspects of the public, policy makers, and the wider international legislators. Indeed, most are also very well-funded and able to spread their half-truths with liberal splashings of abandon and in volume. The age of the internet has greatly helped what would have been fringe opposing groups and has allowed them to become mainstream. Let us be clear, there is a world of difference between the ‘rights of animals’ which MUST be supported and is wholly positive, and the Animal Rights industry.

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It is vital that our hobby continues to grow, that everyone has access to the honour of keeping a suitable pet or companion of choice, that we continue to aid global conservation both in and ex-situ, and that we are able to be self-governed, listened to, and respected within the machinations of government. The USA has USARK as a body that actively fights the animal rights businesses and springs to the aid of keepers and breeders where potential looney legislation may be proposed. From all that I have seen over the past few years, they really do seem to do a good job, seem well funded, and active to support both keepers and trade.

New organisation I was therefore delighted to be introduced to a new programme within the UK entitled ‘Responsible Reptile Keeping’, of which our companies are delighted to offer practical support. The aim here is to help educate keepers and traders into the very best, safest, and most ethical forms of keeping and trade; to encourage good choices, to expose lies, to suggest possible changes to species selection and breeding numbers where required, and to increase the positive perception of reptile keeping in the UK. Indeed, from all that I have seen so far, they have been quite active on social media by releasing quite professional videos that feature respected keepers and professional experts, all with the aim of both educating keepers and protecting the hobby.

There is also an easy to navigate website.

I think that we can be assured that the animal rights businesses around the globe will not stop their senseless attacks against all forms of animal keeping and use.

Therefore, we as keepers and traders must be aware of their tactics and have a body fighting what has been for far too long a largely unopposed attack. Being so vocal and well-funded, these lobbyists tend to have the ears of some sympathetic policy makers and without a measured and truthful counter argument to what has been rather ‘grey area’ stories, we stand no chance of heading off potential legally enforceable restrictions to either the

hobby, species choice, or fatally both.

One video sought to provide peer reviewed evidence countering the usual twisted figures that most of the opposition repeat parrot fashion: that 70% of all reptiles die within the first year. Of course this is nonsense, but we have to prove it and be respected while we do so. I thought that this was a worthwhile campaign and one that was fairly quickly followed up with a warning regarding so called ‘positive lists.’ This simply means a legally enforceable list of species that are allowed to be kept, with everything else not on the list being formally banned.

I think that this new body could indeed help the hobby and the trade alike and I do suggest that traders and keepers amass to join the movement. Fees are very low, there is merch, of course, but the possible outcome could be that we finally gain the weight of pooled knowledge and respect that is required to represent ourselves properly within the various Government agencies. We must join together to stop the onslaught of vitriol from the animal rights businesses and allow as many future generations as possible to enjoy the ever so important privilege that it is to enjoy animals within our homes. Yes, we need to regulate ourselves and move away from certain species on occasion, but it is far, far better to self-regulate than it is to live under the broad crushing boots of enforced regulation.

The model for Responsible Reptile Keeping seems to be to include at home keepers and trade alike, and support all parties in a way that both advises and helps to educate everyone. We must march head strong into new areas of ever improving ethical keeping, present our hobby and ourselves in the most positive light, and therefore support and sustain the right to have positive animal interaction.

www.petproductmarketing.co.uk

14/06/2023 12:51

Business advice

Lying on a CV — the consequences for all

sought a confiscation order against him. The Supreme Court ordered that nearly £100,000 of his earnings should be confiscated.

Although this case is a rarity, it does show that CV fraud can lead to serious consequences for an individual.

Steps for employers

Adam Bernstein Writer/researcher for independent businesses.

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Options for employers who discover lies If a prospective employer has discovered that an applicant has lied on their CV before the individual’s employment has actually started, consideration should be given to revoking the employment offer.

Where possible, offers should be made conditional and subject to the employer receiving satisfactory references or evidence of qualifications, as appropriate, in order to allow revoking the offer in circumstances where enquiries suggest inaccurate information has been provided on a CV or during interview.

Serious inaccuracies and lies on a CV and/ or during an interview may result in a breach of the duty of trust and confidence that is implied in every employment contract. Lying on a CV could amount to gross misconduct, entitling the employer to summarily bring the employment relationship to an end. Lying on a CV can therefore allow an employer the right to summarily dismiss the employee without notice or compensation. Care should be taken, however, to ensure that the breach is sufficiently serious to justify summary dismissal — a genuine mistake or minor inaccuracy on a CV or during an interview may not be sufficient to irretrievably damage the trust and confidence between employee and employee entitling summary dismissal.

An employer could also pursue a misrepresentation claim to seek compensation for the loss suffered as a result of the inaccurate information.

www.petproductmarketing.co.uk

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An employer could argue that they were induced to enter into a contract of employment by an inaccurate statement by the employee. If it can be established that the misrepresentation was a material factor in inducing the offer of employment, then the employer may be entitled to compensation. Potentially this could include the cost of replacing the employee and any recruitment agency fees and training fees incurred.

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aking dishonest claims and lying on a CV can have some serious consequences for both employees and employers. It may be that a CV includes inaccurate details around a person’s job history or qualifications. It may be that gaps between jobs are disguised, or that an applicant suggests they have individual skills that they do not.

Making dishonest claims on a CV can amount to fraud by false representation. The Fraud Act 2006 states that a person is guilty of fraud if they dishonestly make a false representation, and intend, by making the representation, to make a gain for themself or another, or to cause loss to another. If there is fraudulent information on the applicant’s CV, then not only could this lead to a claim for damages from an employer, but the applicant could also be guilty of a criminal offence.

Lying on a CV could impact the content of an employment reference.

The consequences and potential penalties for the employee

As stated above, fraud is a crime and therefore a person lying on their CV could be committing a criminal offence in the UK. Lying about skills or qualifications may also mean that an employee will not be able to perform their duties to the required standard. If this happens, the employee may be unable to complete their probation period or find that they are subject to a performance management process. This could lead to formal warnings, capability meetings, and ultimately dismissal.

Lying on a CV could impact the content of an employment reference. There is no legal obligation on an employer to provide a reference in respect to a former employee but if they do so the reference must be true and accurate. This could mean that reference to the inaccuracies could be recorded on an employment reference. This will cause further problems in the future for that employee when trying to secure alternative employment.

Firstly, the employer should make it clear to applicants that they will be attaching significant importance to the accuracy of the information provided in their CV. The employer can also highlight that it reserves its right to summarily dismiss and/or seek compensation if any information provided in a CV is misleading or inaccurate.

Employers should make it clear to the applicant what specific information is being relied upon when discussing and offering contracts of employment to those employees. Employers may wish to go a step further and ask applicants to sign a written declaration to confirm that their application, and information provided during the course of the recruitment process, is true and accurate.

Employers should seek proof of the applicant’s qualifications — this is especially important if the qualifications are important for the role. Employers can ask to see evidence relating to qualifications.

Employers should consider the risk posed by a prospective employee providing inaccurate information and investigate accordingly.

It would be prudent to make offers of employment conditional on the employer receiving satisfactory references. Further questions may need to be asked of a recruitment agency where necessary — it should not be assumed that background checks have been carried out thoroughly.

Employers should also review the way in which they run a recruitment process, for example, putting an assessment in place for applicants. Although they can lie and mislead employers on their CV, implementing an assessment as part of the process can help prove whether those applicants have the necessary skills and qualifications they claim to have.

Consider the data protection issues Lastly, an employer should think carefully about the information and data that they will be collecting in relation to candidates and employees. The employer should also have good reasons for doing so and provide candidates and employees with the appropriate privacy notices. Employers should not be collecting information or data for the sake of doing so or ‘just in case’ they may require that information for some other reason in the future. An employer should store all information securely in line with its data protection obligations.

Individuals expanding on their experience and skills when seeking employment is nothing new. However, there’s a real distinction between that and outright lying when applying for a position.

Employers do need to be careful and must take steps to verify employee claims.

Screening applicants Screening applicants is essential to finding the right person while weeding out those who are being less than truthful. Screening involves best practice.

Review CVs One of the most common screening strategies is reviewing candidates’ resumes.

This offers an insight into a candidate’s qualifications and work experience. This is time consuming and works best when there are a low number of potential candidates.

Consider layout, spelling, and grammar — this highlights a candidate’s professionalism, and any employment gaps.

Check also cover letters to understand the candidate’s goals and if they align with those of the company.

Use phone and video calls Complete an interview over the phone or video via a set of questions. Note the responses and compare. Video interviews will offer visual clues on the applicant.

In-person interviews are essential.

Again, use standard questions. It’s possible to use group interviews to screen multiple candidates at once.

Take references Referees given must be contacted for detail of the candidate’s performance and work ethic, including the candidate’s response to feedback, why they left, their strengths and weaknesses, and if the referee would re-hire them if the chance arose.

Check social media Check on a candidate’s social media pages to see if their attitudes are in sync with those of the company. Take care to only look at public pages and treat applicants equally.

Consider taking advice before acting.

Undertake skill assessments Conducting skill assessments can help gauge whether a candidate will excel; use real-world situations in assessing skills. Also consider personality and aptitude tests.

Conduct background checks and verify employment and education Conduct formal background checks to gain information about the candidate. Check for past employment or any criminal history.

Contact organisations that the candidate has cited. Be careful to observe data protection law.

Be consistent in the application and approach; record all data to allow dispassionate comparisons. Do set search criteria according to the role — those for a director will differ from those for a sales executive. A matrix based on questions and responses will help to find the best applicant.

R v Andrewes In the recent case of R v Andrewes (2022), a court found that Mr Andrewes had falsely claimed to have relevant qualifications and experience which were essential to the CEO position he applied for. Mr Andrewes was appointed to the role in 2004. However, his employment was terminated in 2015 when the truth about his qualifications and experience came to light. In 2017, Mr Andrewes was convicted of obtaining a pecuniary advantage by deception and of two counts of fraud. He was sentenced to two years’ imprisonment and the Crown

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13/06/2023 13:29

Breaktime read

“My app helps cat lovers find love!”

Cat people are kindred spirits and a new dating app is helping bring them together! around in a pram; I’ve always loved cats,” she said. “I’ve always been drawn to them and growing up, it was my dream to have my own cattery but back in those days, there wasn’t the same opportunities.”

A new career Madeleine was a nurse for more than 30 years before she had to have a change of direction due to a back issue six years ago which made it impossible for her to continue.

Even during her years of nursing, she said her heart was always set on cats.

“While I was recovering from my back problems, I was thinking of how I could make my dreams a reality — and Madeleine’s Moggies popped into my head.”

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I hhad a huge epiphanyy and said ‘I’m going to do it!’

hose who want to find a partner, or make a new friend, who loves cats as much as they do, might have a hard time finding fellow ‘cat people’ on the various dating and friendship apps out there. But now, a brand-new app from a self-confessed “mad cat lady” might just make it easier to find a partner who is just as cat loving as themselves!

For Madeleine Murray, from Paisley in Renfrewshire, her whole life has revolved around cats since she was just a child: “When I was a wee girl, I used to push my cat Suzie

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And that was how Madeleine’s cat sitting business was born in 2017, offering to look after people’s cats in their own homes, and her business grew and grew.

She has become something of a figure in the community and is nicknamed Auntie Madeleine, or ‘Mrs Doubtfire for cats.’

“We’ve gone from strength to strength since then and I’ve got so many stories from my clients over the years,” she laughed.

Madeleine recalls one story of one couple who had saved up for years to go on holiday to Barbados to get married, and it was only once they flew to the Caribbean Island that the couple realised they’d left their documents at home — and Madeleine had to save the day!

“They were frantic and luckily I was able to email their documents over to them.”

Her change of career, she said, was the best thing that ever happened to her.

“It only took me to reach the age of 50 to figure out what my dream job was and start doing it!”

And Madeleine’s love of cats was about to see yet another brainwave which would benefit the entire cat world…

Tiger-Lily and Angel.

— the fittingly named Kat Cohen — to brand Cat Cupid, and the app is due to be released soon.

“I’m already thinking 10 years into the future when people who downloaded the app introduce me to the children they had with the partner they found on Cat Cupid!” Madeleine said.

Helping cats too Being a crazy cat lady, Madeleine’s Cat Cupid app will also see a portion of the profits going to cat charities both local and national, and Madeleine eventually wants to launch her own cat welfare fund.

“When people sign up, they know that not only are they helping themselves to find someone, but also helping cats throughout the world. I want to be able to help throughout the world, but will start with the UK.” Despite becoming something of an icon in the cat world in Scotland, Madeleine said she’s “just a girl who loves cats!”

Cat Cupid will be available to download on Apple, Amazon, and all major providers shortly.

Madeleine with Angel.

Purr-fect partners Madeleine wondered if there was something out there to offer a dating service for cat lovers — and discovered a gap in the market.

Madeleine describes herself and her cats, Angel and Tiger-Lily, as coming as a package, as many cat owners would, and said that while many people do love cats and would be fine dating someone with a cat, not everyone would feel the same.

“My cats and I come as a package but I do know that not everyone loves cats, and it was on my wedding anniversary in 2022 that I had a huge epiphany and said: ‘I’m going to do it!’ I’ll make a dating app for people with cats!’”

Not just for people looking for love, Cat Cupid offers lonely people with cats the chance to search for friendships too, and has a unique twist in that cat lovers can supply a short video to introduce themselves.

“It’s completely different from normal dating apps. Often you go to meet someone you’ve met on an app and they look nothing like their photo,” Madeleine said. “But our app encourages people to upload a Tik-Tok style video on Cat Cupid so you can see exactly who you’re talking to — and you can introduce your cat as well!”

Madeleine said that many of her cat-sitting clients have loved the idea of the app.

“I said I wanted to invent something that is unconventional and help people to find love.”

Madeleine teamed up with Branding Boutique’s director

www.petproductmarketing.co.uk

13/06/2023 13:30

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