PPM_Jun24

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

June 2024

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

Sixs

Behind the brand

page of new products

Happy Pet First look: BetterBone chew range

First look: Schesir dog snacks

…plus loads of pet advice!

Treats in focus!

● Rise of natural pet treats ● Promoting the benefits of treats ● What treats are owners looking for?

NEW!

Feed them

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

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

Find out more about our new dog treats range:

14/05/2024 09:00

Handcrafted with Himalayan Yak Milk

NEW

FLAVOURS

With the same great benefits as the Original YAKERS chew...

100% Natural Rich in protein calcium Helps reduce plaque tartar Extra long-lasting Low in fat

PLUS...

SUPERFOODS

CRANBERRY

K A Immune system support SUPERFOODS

BLUEBERRY

Kcognitive function* A Helps

YAKERS Every YAKERS® purchase supports Hearing Dogs for Deaf People

For more information please email sales@kennelpak.co.uk *Blueberries are rich in antioxidants, which can support healthy cognitive function in dogs.

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14/05/2024 10:03

WELCOME don’t know about you, but I think you can sense a change around this time of year. With the weather improving, there’s an excitement about getting out more, going on holidays, and things happening over the summer. There’s just a general upbeat vibe that seems to spread. Of course, you can feel it in the pet industry too.

Pet owners are likely to be spending more time in the garden, visiting events and shows, and generally more active. From feeding wild birds or teaching dogs tricks, to going to pet related events or making a cat friendly garden, we’ve got you covered in this issue of how you can really connect

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with customers. There are more opportunities to engage and tap into this feelgood factor with pet owners.

With a bit of strategic thinking, you can source and promote the products that shoppers will want to buy too, turning this feelgood factor into profits for your business. From new products (there are loads in this issue!) to our focus in this issue on pet treats, you will find lots of inspiration of what to stock that is going to be a huge hit.

It’s an exciting time of year, full of new possibilities — what could this mean for your business?

Mike Mike Hallam - Editor, PPM.

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

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

Contents 4 News The latest news from the pet industry.

10 New products Six pages of new products that are hitting the market.

13 First Look Schesir Dog Snacks 15 First Look BetterBone chew toys for dogs.

22 Behind the brand We get the inside story of manufacturer and distributor Happy Pet. 24 Business advice How can UK businesses overcome the digital skill gaps?

26 Access to the Chinese pet market We preview one of the largest pet trade exhibitions in the world — Pet Fair Asia.

Treats in focus 28 What are the benefits of a pet treat?

Understanding how treats can improve pets well-being can help drive sales.

Follow us on social media!

Follow us on Facebook!

32 What do owners think about when buying pet treats?

The psyche of shoppers when buying treats.

34 It’s only natural!

We look at the rise of natural pet treats.

38 Wild feeding market A guide to feeding wild garden birds in springtime 40 Marketing expertise The pros of meeting your public at pet events 42 Interview: The new chair of UK Pet Food We speak to Rupert Phillips about taking the lead role at the association.

46 Small pet care Treats, training, and fear-free handling.

48 Fishkeeping know-how Understanding fish stress, the silent killer.

54 Cat care Making a cat-friendly garden 58 Dog advice Expert trainer Tony Cruse helps with techniques to help you teach your dogs the odd trick!

62 PPM Puzzles Take a break and enjoy a mental workout!

Follow us on Instagram!

Sign up to our free weekly newsletter!

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

Printed by Warners Midlands plc James Buzzel, publisher Subscriptions and back issues Pet Product Marketing is available free to people who qualify for our controlled terms of circulation.

If you’d like to register for a free subscription, please visit www.petproductmarketing.co.uk

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

See videos of the latest products and trade news

www.petproductmarketing.co.uk

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15/05/2024 11:25

NEWS

PPM News June 2024

PATS open for visitor See the stars of registration Dragons’ Den PATS 2024 — the Pet & Aquatics Trade Show — will stage its biggest ever show at the Telford International Centre from at PATS 2024 Sunday, 29th September to Tuesday, 1st October 2024, with Visitors to PATS 2024 – the Pet & Aquatics Trade Show – will

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get the chance to meet pet companies who have starred in the current series of BBC One’s hit programme Dragons’ Den. After winning investment on the show, Inventor Cat, Scoff Paper and Furr Boost have all booked stands at the three-day PATS exhibition, which takes place at the Telford International Centre in Shropshire from Sunday, 29th September to Tuesday, 1st October 2024.

“PATS will be a wonderful opportunity for retailers and buyers to meet face-to-face with these innovative brands and learn more about their experiences on Dragons’ Den and also their award-winning product ranges,” said organiser Gordon Thomas.

Visit www.patshow.co.uk/to register for free visitor entry.

pet stores and garden centres now being invited to register for the free entry. ● The biggest ever showcase of new pet, aquatic and watergardening products ● Unrivalled show offers and competitions ● Top groomers giving insightful demonstrations, workshops and talks ● Fantastic networking opportunities ● Free entry, free show catalogue, free parking for up to 1,300 cars and a complimentary tea/coffee voucher You can register online at www.patshow.co.uk where you’ll also find a full list of exhibitors and information on how to reach the venue.

Cranswick releases first major TV campaign

Vitalin, one of the UK’s oldest pet food brands, has celebrated a seven-figure brand investment with the launch of its first TV campaign.

The 30-second TV ad, and accompanying online campaign: ‘That’s a Vitalin Dog’ has been running across ITV, Channel 4, Channel 5, and Sky, plus online display and social channels.

The commercial alludes to Vitalin’s heritage as a 71-year-old British brand, while bringing it up to date for modern dog owners. The ‘That’s a Vitalin Dog’ campaign forms part of a brand platform that Vitalin will extend across all areas of marketing.

The ad aims to create instant brand recognition for Vitalin while also sharing the brand’s farm to the tail proposition through the use of British ingredients and added supplements such as paraprobiotics, prebiotics, dental support, and joint care to help give dogs a zest for life.

Jerry Lowe, head of marketing, at Vitalin said: “The investment in TV, online ads, large creative, media investment and redesign will help us bring Vitalin to the next generation of dog lovers as ‘That’s a Vitalin dog’ brings our Farm to Tail philosophy to life.”

To watch the add, visit: http://www.vitalinpetfood. co.uk/our-ad/

www.petproductmarketing.co.uk

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15/05/2024 08:48

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14/05/2024 10:07

NEWS

Pets Choice acquires Vet’s Kitchen Leading manufacturer Pets Choice Ltd has agreed to purchase from Pets’ Kitchen Ltd their premium pet food brand Vet’s Kitchen, taking over responsibility of sales as from 1st June 2024.

The Vet’s Kitchen brand, which primarily operates in dry dog and cat food, will join Pets Choice’s family of pet brand offerings, which include Webbox, Bob Martin, Felight, TastyBone and B-Calm.

While Pets Choice are purchasing the pet food division, this will enable Pets’ Kitchen Ltd to concentrate on the development of their clinical veterinary practices under their Vet’s Klinic brand.

A long-term collaboration agreement between the two companies will continue in support of both the Vet’s Kitchen and Vet’s Klinic operations.

Pets Choice supplies partners in the grocery, independent, and pet speciality sectors and eCommerce with high-quality products in a variety of formats. It plans to use this latest acquisition to grow its share of the premium and advanced nutrition sectors.

For more information about Pets Choice and its family of brands, please visit: www.petschoice.co.uk

People in the trade OATA appoints new Scientific Support Officer OATA has welcomed Emily Maunder as its new Scientific Support Officer.

Emily joins from Pets at Home, having previously worked in a number of independent aquatics retailers and a public aquarium before lecturing in Animal Welfare at Moulton College. She also has a first-class Master’s degree in Marine Biology from the University of Southampton.

In her new role, Emily will support OATA’s Scientific and Technical Advisor Dr Matthew Bond with analysis, research and evaluation on a diverse portfolio of issues affecting the industry, and support the delivery of the trade body’s City & Guildsaccredited training programmes.

Managing Director departs from Pedigree Wholesale 6

Su-Bridge Pet Supplies invests in delivery fleet Su-Bridge Pet Supplies has revealed three new lorries to their fleet, reaffirming their dedication to delivering exceptional service to their valued customers.

From humble beginnings in the early 1980s, Su-Bridge has undergone remarkable growth. Initially, the fleet began operating as a one-man band, with the company founder, Brian Manning, utilising his 4x4 Land Cruiser and trailer for local deliveries.

Since then, under the leadership of Ian Manning, Su-Bridge has undergone remarkable growth. Over the last 20 years the company’s dedicated fleet has grown from a fleet of six 7.5-tonne vehicles to an impressive fleet of 20 vehicles, ranging from 3.5 tonne to 26 tonne in capacity, delivering across the whole of England and parts of Wales.

The recent purchase of three new vehicles is part of the company’s policy to renew its fleet every six years, underscoring Su-Bridge’s commitment to providing an efficient and dependable service.

Seb Machell, Transport Manager for Su-Bridge, commented: “Our strategy remains to always deliver a best-in-class service to our customers. Ensuring that our vehicles are continually renewed helps us to achieve a reliable and consistent delivery service with minimal breakdown disruptions.”

After six years with Pedigree Wholesale, Gerard O’Mahony has decided to step down as Managing Director.

During his tenure, Pedigree has achieved unprecedented success.

“Gerard’s departure is amicable, and we part ways with deep respect and gratitude. His dedication to our team, and ability to navigate complex challenges have been instrumental in our achievements. I would like to extend my sincerest thanks and best wishes to Gerard as he moves onto new endeavours,” said Steve Brown, CEO.

Su-Bridge Pet Supplies Welcomes Two New Directors to the Board Su-Bridge Pet Supplies, a leading wholesale provider of pet supplies and two-time winner of the PIF Wholesaler of the Year Award, is pleased to announce the appointment of two new directors to its board.

Joining the board of directors are Ollie McDonagh, appointed as Operations Director, and Lynne Hopwood, appointed as Sales Director. Both bring a deep understanding of the company’s ethos having been part of the team for many years, and are poised to drive Su-Bridge Pet Supplies into a new era of success.

www.petproductmarketing.co.uk

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15/05/2024 08:50

BEACH. EAT. SL P. REPEAT.

Responsibly sourced with full traceability, our Oceans+ Superfoods range allows your Responsibly sourcedd with full traceability, our Oceans+ Superfoods range allows your GRJ WR HQMR\ DOO WKH KHDOWK EHQHÀWV RI 2PHJD ULFK ÀVK ZLWK WKH DGGHG ERRVW RI QDWXUH·V GRJ WR HQMR\ DOO WKH KHDOWK EHQHÀWV RI 2PHJD ULFK ÀVK ZLWK WKH DGGHG ERRVW RI QDWXUH·V superfoods.

Available in sticks, coins, buttons and bars. superfoods. Available in sticks, coins, buttons and bars.

The UK’s largest range of natural dog treats.

The UK’s largest range of natural dog treats.

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

14/05/2024 10:09

NEWS

Nutriment announces rebrand Nutriment has announced a rebrand in response to the everevolving landscape of raw pet feeding.

Having teamed up with design experts and market researchers, Nutriment has meticulously combined simplicity, transparency, and sophistication to produce branding, packaging and POS materials that truly embody the Nutriment ethos.

The result has been a design where customers can immediately ascertain the quality of each meal and its ingredients, the ease of feeding, and the reliability of the well-established Nutriment brand, from the moment they first observe the pack on a shelf.

“We’ve spent a considerable amount of time evaluating the everevolving raw pet food market and landscape and drilling down into the drivers of today’s pet owners, in order to reimagine the Nutriment brand to align with these findings,” comments Ryan Winwright, Head of Commercial at Nutriment. “Nutriment 2.0 will redefine raw pet food and raw pet feeding and we’re incredibly excited to see this take place.”

Retailers will start seeing rebranded Nutriment packaging and POS materials from June 2024, following a website refresh in May.

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People in the trade CASCO Pet appoints Group Managing Director CASCO Pet, animal enclosure and equipment specialist, has appointed Wayne Kemp to the role of Group Managing Director. The newly created role is reflective of the company’s continued business growth and its global market presence across pet retail and veterinary sectors.

Kemp joins CASCO Pet from UK-based specialist pet retailer Pets at Home, where he held the position of Group Store Development & Facilities Director.

In the role as Group Managing Director, Kemp will be responsible for driving CASCO Pet’s mission of providing innovative solutions and exceptional service to the company’s pet retail and veterinary customer base worldwide. He will also be responsible for exploring new sectors of growth for the company.

UK Pet Food Announces Rupert Phillips as New Chair UK Pet Food, the trade association for the UK pet food industry, has announced its new Chair — Rupert Phillips, Managing Director of Pet (UK & Ireland) at Spectrum Brands.

Bringing a wealth of commercial experience and a keen interest in trade, Rupert will lead UK Pet Food over the next two years. During Rupert’s tenure, there will be elections across the globe and a new political landscape to navigate in the UK. The Association itself will be focused on Safety & Standards – one of its core pillars, alongside nutrition and sustainability.

Pets Choice appoints new Veterinary Business Unit Controller Pets Choice has appointed Gareth Carr to head up their newly created Veterinary division.

Gareth has worked in the animal health industry for 12 years, previously working as a Commercial Manager for Chanelle Parma, Ireland’s largest manufacturer of generic pharmaceuticals for human and animal health.

PetQuip Awards 2024 Now Open for Entries

PetQuip has announced that entries are now open for the association’s prestigious awards — with an award for best independent pet retailer.

The annual awards recognise and reward the energy, achievement and innovation realised within the pet product trade over the last year.

The winners of the PetQuip awards will be announced at the gala dinner, which takes place on Monday 30 September at Telford International Centre, alongside PATS, the pet and aquatics trade show.

The 15 awards include categories for product, marketing, retailers, suppliers, sustainability and individual achievement.

New categories for this year include rising star, employee of the year and best marketing campaign, with the UK retailer award now being split into independent and multiple retailers.

Entry is free and companies can enter more than one category.

Entry is online via the PetQuip website. Entries close on Thursday 27 June, finalists will be announced in August and the awards will be presented at the dinner on Monday 30 September.

To enter the awards, visit petquip.com

Pets Choice expands its Pet Trade Team Pets Choice has brought in three new recruits including a Head of Pet and eCommerce Sales.

Ken Davies has joined as Head of Pet and eCommerce Sales, supporting key accounts and overseeing the UK & Ireland field sales team. Ken has joined as part of their Senior Leadership Team, heading up Pet Trade, Private Label, and eCommerce.

Meanwhile, Megan Watson joins as Pet Trade National Account Manager with 11 years of experience in the pet industry. Along with Area Sales Manager, Rochelle Lyle.

www.petproductmarketing.co.uk

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15/05/2024 08:56

Pet & Aquatics Trade Show

• All the major brands • 100’s of new launches • Aquatics Zone under one roof • New Three-day event • New Starter Zone • Networking events • Free show catalogue • Thousands of products • Free entry & parking *

Biggest ever PATS! With over 260 confirmed exhibitors already, we have too many to feature, so here is F-O!

See our website for a full list of exhibitors Where the industry meet to do business New Product Showcase in association with

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

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patshow.co.uk 14/05/2024 10:10

NEW PRODUCTS

Happy Pet’s Brand-New Minipet Range Introducing Happy Pet’s latest collection: the all-new Minipet range!

Minipet is a line of small toys designed for small dogs. Just like big dogs need big toys, tiny dogs need petite toys.

Small dogs also need toys to play with just like larger breeds. That’s why the Minipet collection offers a wide variety of toys in different sizes, colours, and shapes to keep mini dog breeds healthy and happy.

These toys are specially designed for small breeds, with a soft texture that won’t hurt puppy’s or small dog breed’s teeth or mouth.

The vibrant colours and squeaks of the toys keep your dog’s brain active and engaged in play.

It’s important to introduce small dogs to different toy textures to keep them anxiety-free. Toys that look and feel different will help them get used to trying new things, and this will be beneficial for their overall well-being.

Toys for small dogs!

To learn more about Happy Pet and to check outt th their product range, please visit: www.happypet.co.uk, call 0116 260 2100, email sales@happypet.co.uk To become a stockist please visit: www.happypet.co.uk/become-a-stockist

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New Products PAWD Drinks PAWD DRINKS are a new groundbreaking range of liquid health supplements, scientifically crafted to target the common health issues faced by dogs.

Liquid health supplements

PAWD DRINKS are the inspiration of founders and London-based Rory Hanna and Archie Wilson who met at school and went on to become business partners. The idea for the drinks came from Rory’s family dog, Scrumpy, a Jack Russell X Patterdale Terrier.

Vet approved and the result of research by animal nutritionists, each formula has been carefully crafted to not only address specific health concerns but also contribute to the overall well-being of our four-legged friends. ● PAWD DRINKS Joints has been formulated to address arthritis and joint mobility. It contains natural ingredients, such as ginger and devils claw root, to support joint mobility. ● PAWD DRINKS Calming will help to relax and soothe your dog in any anxious situations. ● PAWD DRINKS Active provides all the necessary ingredients to keep your dog, fit, healthy and hydrated. It is suitable for dogs who tend to over-exercise and require recovery or younger dogs who need a supplement to support their muscle development.

PAWD DRINKS are pH neutral and contain no acidifiers or preservatives. They are easy to consume and administer. They provide full hydration for your dogs, contain 100% natural ingredients, are low cost per portion and are loved by dogs!

To find out more, visit www.pawddrinks.com or for trade enquiries, email hello@pawddrinks.com

www.petproductmarketing.co.uk

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14/05/2024 09:01

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14/05/2024 10:11

NEW PRODUCTS

Nylabone chews for puppies Nylabone has launched a collection of durable chews specially designed for the playful and curious nature of puppies. These chews provide a solution for puppy owners seeking durable and safe options for their furry companions.

The new Puppy Ring and Puppy Stick chews have been created with a comforting sensory material that can be frozen to provide extra relief from teething. The Puppy Ring has a unique two bone end design that is great for reaching back teeth while the design of the Puppy Stick ensures that it easily rolls for playful chew time.

Combining resilience with a focus on dental health and entertainment, Nylabone’s new puppy chews promise to enhance the overall well-being of the newest members of the family.

Exclusive to specialist pet trade

New Doodle’s Deli lines Can be frozen

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The new Nylabone range is available to order now from Interpet’s trade website: www.trade.interpet.co.uk

Dr Veneta freeze-dried dog food An exciting new range of freeze-dried dog food recipes has been brought to you by Kent-based, Dr Veneta. Freeze-drying is the latest phenomenon in the pet food market. It marries the convenience of a traditional kibble with the nutritional value of a raw diet.

The recipes are easy to use, highly digestible, grain free, are complete meals, use human-grade natural ingredients such as raw meat and vegetables and are high in protein. The food is suitable for all sizes and breeds of dogs from six months of age. The kibbles themselves also make excellent dog training treats.

The inspiration behind the brand is Dr Veneta Kozhuharova DVM, MRCVS, Cert.CFHVNut. who is a Director of Associated Veterinary Services. Dr Veneta says: “I wanted to develop recipes that would support not just the wellbeing of dogs, but their microbiome which is responsible for so many physiological functions that happen in dogs’ bodies and where 84% of the all-important immune system resides.”

Dr Veneta recipes have been developed using a holistic approach.

All ingredients are wisely chosen and mixed to achieve certain effects and to support health conditions. In addition to herbs and

Doodle’s Deli is a range of 100% natural, easily digestible treats.

Every air-dried product is high in protein and boasts a variety of health benefits for dogs, such as supporting dental hygiene.

Available exclusively to the specialist pet trade through Pedigree Wholesale, more lines are added every period from a range of new proteins available in various formats. You can see this period’s new additions by visiting: https://petproducts.co.uk/ doodles-deli/ One of their favourites is the Doodle’s Deli Green Lipped Mussel which is a delicious, fun-sized snack perfect for adult dogs of all sizes! Also just launched are Venison Gullets, Lamb Femur Bones and a quarter rack of Veal Ribs.

The treats in the range are naturally long-lasting and free from artificial ingredients, making them perfect dental chews. They may help dogs across various problem areas, such as supporting the removal of plaque and tartar build-up, promoting healthy joints, and helping strengthen jaw muscles. Doodle’s Deli treats are naturally low in fat. Many products contain naturally occurring vitamins, minerals, amino acids, and fatty acids, a great healthy add-on during treat time.

Doodle’s Deli is exclusively available to the specialist pet retail sector through Pedigree Wholesale. The range now features over 130 lines and offers free in-store support and display solutions so you can sell the range with a strong first impression and impactful merchandising. Speak to your Business Development Manager to find out more.

To shop the full range, visit www.petproducts.co.uk/doodles-deli/ superfoods, a “hero” ingredient, Nutritional Yeast, which is fermented and gluten free and very palatable to dogs, has been added to support and feed a dog’s microbiome. All meat proteins, vegetables, and fruits are British and locally sourced.

Contains ‘hero’ ingredient

Dr Veneta is available in four varieties: STAY MOBILE (Chicken, Swede & Blueberry) STAY CALM (Turkey, Pear & Apple) STAY SHINY (Turkey, Salmon, Carrot & Blueberry) STAY YOUNG (Pork, Pumpkin & Pear).

To find out more, visit www.drveneta.com or for trade rade enquiries, enquiries call 07401 0740 983491 or email hello@drveneta.com www.petproductmarketing.co.uk

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14/05/2024 09:04

FIRST LOOK

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Schesir launch Snacks For Dogs ntroducing Schesir Dog Snacks, new in 2024. Schesir’s move towards a natural nutrition brand continues with the introduction of the new Schesir Dog Snacks. Schesir cover the three treating occasions for dogs:

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● Treat to train ● Treat to indulge ● Treat to support

Trainers The range includes soft and chewy training treats with a pork liver base for maximum flavour, helping pet owners train their new puppies, or to teach an old dog new tricks.

Available in two flavours — chicken and bacon — the Schesir Trainers contain just 3 calories per treat for guilt free rewarding.

Functional support

Indulgence

The functional support products are natural jerky, made in the USA, covering two key areas requiring support; wild salmon jerky to help maintain a healthy skin and coat; and chicken jerky with added glucosamine and chondroitin to strengthen hip and joint health.

Last but not least, are the indulgence snacks, for those occasions we want to show our love through treating. Beef meatballs, duck with apple jerky, and a barbecue beef jerky provide all the flavour to satisfy their cravings, with fresh meat always the number one ingredient.

Schesir’s values

colours and flavours in the USA at the Whitebridge Plant.

Providing quality nutrition for cats and dogs, Schesir foods are made with a selection of the best ingredients, which undergo minimal processing and perfectly meet the nutritional needs of our pets, just as nature intended.

Schesir strive to create recipes and formats based on the specific physiological characteristics and nutritional needs of each pet, without ever forgetting their natural instincts.

The new recipes for dogs come with a grain free option in the range, and all the treats are made free from artificial

www.petproductmarketing.co.uk

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15/05/2024 10:22

NEW PRODUCTS

No More Plaque

Good retailer BeWow Healthcare and Donald Cooke Ltd are working together to launch premium dental product, No More Plaque. margins Available exclusively through Donald Cooke Ltd, No More Plaque comes in a 60g resealable pouch and is made from Norway’s finest Seaweed, Ascophyllum Nodosum. Norway’s pristine environment and harsh climate combine to make the best seaweed. It’s 100% sustainable and natural and is the perfect supplement for a dog’s dental hygiene, helping keep teeth clean by just sprinkling it on your dog’s food!

With a free scoop inside every pack to measure the daily dose, No More Plaque offers fantastic value for money compared to other premium plaque products.

At an RRP of only £12.99 and a trade price of only £4.50 per pouch, there is a fantastic margin available to the retailer.

Head of Business Development for Donald Cooke Ltd, Simon Lewis-Dale said: “When Paul from BeWow rang about the product, we felt it was a really simple decision to make as it complements our Natural Treat range and sits perfectly alongside our other exclusive brands Tick Twister® and Boil & Broth. I worked with Paul previously and his energy and enthusiasm for this product made it an easy decision”.

To find out more, visit www.donaldcooke.co.uk/index.html or for trade enquiries, call 0114 2693901 or email info@donaldcooke.co.uk

Ekyflex Tendon Evo 14

Audevard Laboratories have just unveiled their latest breakthrough in equine care, introducing EKYFLEX TENDON EVO, a revolutionary supplement designed to boost tendon and ligament strength and give horses that extra bounce they need.

At the forefront of scientific developments in equine health, Audevard Laboratories have re-developed and replaced the tried and trusted Ekyflex Tendon in their esteemed orthopaedic lineup. This NEW formula comes packed with cutting-edge ingredients that have been scientifically proven to enhance tendon health.

Wear and tear from age or exercise can take a toll on our horses’ tendons, leading to visible signs of weakness such as heat and swelling. In fact, studies on tendons have shown that age and/ Tendon or exercise can cause a progressive degeneration of the quality of their fibres. A whopping 70% of owners have spotted these tell-tale support for signs without any noticeable lameness. If these signs appear too horses frequently and are not treated, the risk of tendinitis is increased: a condition which involves a long and insidious healing process, the outcome of which is uncertain, as 80% of horses relapse.

But the scientific team at Audevard have developed a formulation that is specifically dedicated to the needs of tendons and ligaments. By using a combination of scientifically validated ingredients, Ekyflex Tendon EVO provides triple action support for tendons to strengthen the collagen fibres: - The creation of quality collagen, crucial for tendon strength (thanks to Tendogen I®, a mix of amino acids, and White Willow) - Optimisation of the tendon environment to ensure optimal healing and resilience (thanks to Boswellia Serrata and Citrus) - Strengthening the attachment of tendons and ligaments to the bone, providing added stability and support (thanks to Vitamin D3) Ekyflex Tendon EVO is recommended for horses with signs of tendon weakness, for horses with a history of tendon problems or for horses in training. It is also ideal for use after a tendon-related incident to support the recovery phase. Audevard Laboratories are also leading the charge in eco-responsibility with their new plant-based packaging for EKYFLEX TENDON EVO. To find out more, visit https://en.audevard.com/ or for trade enquiries, contact https://en.audevard.com/content/12-contact

‘The Brights’ collection of dog leads, collars and harnesses Doodlebone has announced the launch of ‘The Brights’ collection of leads, collars and harnesses, full of exciting new colours and patterns for fun summer days.

The Brights collection brings you a host of new colours and patterns which are perfect for mixing and matching across the existing Doodlebone ranges. Leading by design, the Brights collection is packed full of the latest trends – the perfect summer pick up.

The Brights collection includes four new funky colours: Coral, Citrus, Indigo and Orchid. And four exciting complimentary prints: Aurora, Dunes, Reef and Retro.

These fun summer colours will be available with their Adjustable Airmesh Harness, Padded Collar and Lead.

Doodlebone use top quality materials, so they are built to last, and their unique sizing system is designed to ensure a better fit and a size that will suit pretty much any type of dog; short, tall, long, big, and small.

The Doodlebone product and design team start each season with intensive research taking inspiration from travel, trend forecasters, social media, interior design, and high fashion. They then ensure that these upcoming trends fit within the brand identity and customer profiling.

Doodlebone offers excellent margins, life time guarantees, and no minimum order quantity.

Funky dog accessories

To find out more, visit doodlebone. co.uk or for trade enquiries, visit www.doodlebone.co.uk/ wholesale

www.petproductmarketing.co.uk

p10_12_14_16_18_PPM_Jun.indd 14

14/05/2024 09:51

FIRST LOOK

BetterBone

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Good for teeth, splinter-free and safe to ingest, BetterBone safely brings all the joys and benefits of chewing to dogs. n exciting new chew toy from BetterBone will soon be available in the UK, exclusive to Happy Pet Products.

BetterBone is a safe and healthy chew toy for dogs. It is made from all-natural, food-grade ingredients and is designed to be softer than other products. The chew toy’s non-toxic, hypoallergenic, nylon-free and splinter-free composition ensures safety for your furry friend. The tridentshaped chew toy effectively massages gums and cleans teeth, promoting excellent dental health. BetterBone is perfect for teething puppies, older dogs, and light to moderate chewers.

A

BetterBone Benefits ● Healthier and Food-Grade Ingredients ● Hypoallergenic and Splinter Resistant ● Nylon Free ● Promotes and Protects Dental Health ● Better for the Planet ● Natural Flavours ● Flake by Design and Safe to Ingest

● Sustainably Sourced & Ethically Produced

BetterBone is available in three different varieties ● BetterBone SOFT is meant for teething puppies, senior dogs, and soft to light chewers. It is 40% softer than nylon and is intended to be safer on teeth. Soft is great and recommended starter in the BetterBone range. ● BetterBone Medium is designed to clean teeth with its unique ends that reach those tricky, hard-to-clean spots. It’s the ideal chew toy for dogs who love to chew without the risks posed by harder materials like nylon or antlers. ● BetterBone HARD is the ultimate natural and durable chew toy for strong, tough, and aggressive chewers.

● Small 5” x 4” - Perfect for small-medium breed dogs and puppies. ● Large 9” x 2.5” - Perfect for large breed dogs. ● Classic Flavour - Natural & Hypoallergenic with no added flavours. ● Natural Beef Flavour - Providing an irresistible flavour that will not stain carpets and furniture or stink up the house.

Available in three sizes and two flavours: ● Mini 4” x 3” - Perfect for small breed dogs and puppies.

Contact Happy Pet at sales@happypet.co.uk or call 0116 260 2100 for more information.

Visit www.happypet.co.uk/become-a-stockist to become a stockist. www.petproductmarketing.co.uk

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15/05/2024 10:23

NEW PRODUCTS

Walter Harrison’s Ultimate Energy No Grow bird seed mix Pedigree Wholesale has launched the all-new wild bird mixed seed reformulation from Walter Harrison’s. The upgrade is to its Ultimate Energy No Mess, which is now Ultimate Energy No Grow. The reformulated seed mix is 100% husk-free, 100% edible, 100% weedfree and 100% filler-free, and is available exclusively to the specialist pet trade.

Previously the Ultimate Energy No Mess, the NEW Ultimate Energy No Grow range, available in 2kg and 12.75kg bags, is an improved seed mix that no longer contains ingredients that grow in gardens. Linseed, a seed which grows once fallen on the ground, has been removed to ensure the natural, high quality seed mix is now mess-free AND weed-free!

The seed mix now contains more sunflower hearts, more Mealworms, and more nutritious suet than the original Ultimate Energy No Mess. The team listened to and applied customer feedback: Fragrant Aniseed Oil has replaced Soya Oil as a fragrant, glossy coating to attract wild birds and keep them returning to gardens to feed. Birds love the smell and taste of Aniseed Oil! The recipe does not contain wheat or oats, which are considered ingredients that birds do not feed on and dilute the overall quality of seed mixes.

The seed mix attracts a variety of birds to the garden all year round, providing essential energy throughout all seasons. Expect a

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Johnson’s Antiseptic Balm and Soothing Skin Balm Johnson’s Veterinary Products has added to its extensive health and wellbeing range with the introduction of two new balms aimed at dogs, cats, and small animals.

The new products, an Antiseptic Balm and a Soothing Skin Balm for dogs, cats and small animals, expand on the success of Johnson’s existing Paw & Nose Balm for dogs, which launched last year, creating a trio of all natural and vegan friendly balms that deliver a wide range of important healthcare benefits from soothing irritated skin to treating minor cuts and abrasions.

Used for calming insect bites and maintaining healthy skin, the Soothing Skin Balm benefits from a range of natural ingredients and anti-bacterial properties, making it a suitable choice for dogs, cats and small animals over 12 weeks old.

Meanwhile, the Antiseptic Balm is infused with English lavender

New and improved formulation

variety of Tits, Greenfinches, Dunnocks, Robins, Sparrows, Thrushes and Blackbirds to flutter by and come back for more! Extremely versatile, the premium mix can be fed from a seed feeder, bird table or on the ground.

These two new lines are now available to order exclusively from Pedigree Wholesale. The product codes will directly replace the Ultimate Energy No Mess lines to quicken the transition into the market.

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

and lemon blossom, giving it a wonderfully fresh scent that ensures beloved pets receive the pampered treatment they deserve.

Paul Gwynn, Managing Director at Johnson’s Veterinary Products, commented: “As we enter into Spring and welcome the arrival of warmer weather, there will undoubtedly be more opportunities for our four-legged friends to venture outdoors and explore. Unfortunately, there will also be an increased chance of insects and bugs latching onto their fur, which can lead to skin irritation via bites and scratches.

“Fortunately, these three balms will guarantee that pets are properly protected from any would-be pests, while maintaining healthy skin and fur throughout the Spring and Summer months.”

The branding on the new balms sees the business’ stylish retro design being brought back to the fore, drawing on Johnson’s rich heritage to appeal to its loyal customer base.

Natural and vegan

To find out more, visit www.johnsons-vet.com or for trade enquiries, visit https://johnsons-vet.com/trade-log-in/ www.petproductmarketing.co.uk

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14/05/2024 09:52

Exclusive to

Here for your pet busine

Dental Dog Chews Discover the unique range of Nobblys dental dog chews for happy dogs and budget-conscious shoppers.

Now available in brand-new Brush format and Mint fl flavour!

Fights Plaque & Tartar

Gluten & Grain Free

Vegetarian

Low Calorie

Fe Features Featur eatur res Mint Oil to help fr freshe freshen en bre breath

With longer W longe l nger er nobbles nobble les s f i for an easier grip

Helps freshen breath

New to Pedigree Wholesale?

Visit petproducts.co.uk or contact our friendly Customer Services team to open an account and start ordering.

0115 982 3900

PEDIGREE_NOBLYS.indd 2

sales@petproducts.co.uk

petproducts.co.uk

14/05/2024 10:19

NEW PRODUCTS

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Oculeze™ eye lubricant

Nobblys dental dog chews

Millpledge Veterinary, leading provider of veterinary pharmaceuticals, nutraceuticals and consumables, has announced the launch of ocular lubricant, Oculeze™ Suitable for animals including but not limited to dogs, cats, horses, and rabbits, Oculeze™ can help in the management of any condition where eye health is supported by providing additional moisture or lubrication. Drying of the eyes may occur due to ocular anatomy, abnormalities of the tear film, during travel or because of age-related tear film changes.

Oculeze™ is phosphate free, pH neutral and features an innovative combination of natural active ingredients: glycerine (0.8%), Aloe vera, chamomile and propolis extract. Propolis extract is rich in polyphenols which have been shown to support corneal health by multiple mechanisms of action including modulation of the tear film, as well as a reduction in inflammation, apoptosis, and oxidative stress. The beneficial effects of propolis extract are combined with the lubricating and soothing properties of the other active ingredients.

Administering eye drops can be a challenge for pet owners.

Oculeze™, formulated with natural essential oils, lasts longer on the ocular surface thanks to a reduced evaporation rate compared with non-lipid lubricants. This prolonged action translates into fewer administrations, thereby helping to enhance compliance. In addition, the drops have a low eye surface contact angle, so they effectively disperse across the eye surface, together with a high surface tension to support lubrication and tear film stability.

Oculeze™ can be used alongside veterinary prescribed treatments with no contraindications. The product is offered in two sizes - a compact 10 millilitre bottle, packaged to optimise shelf space and a pack of ten resealable 0.6 millilitre vials, suitable for short term use and travel. The 10ml bottle includes a filter, preserving sterility for up to three months after opening, minimising waste and helping ensure affordability.

Nobblys has launched multiple range extensions to its range of dental dog chews. These vegetarian, gluten-free chews come in a fun and unique shape with their signature nobbles to help fight plaque and tartar build-up, and prevent boredom.

The NEW Nobblys Tough Brush, a brush-shaped chew which has longer nobbles than the original Nobblys, helps to deliver a 360-brush action and supports dogs’ dental hygiene. The recipe is the same as the original Nobblys, and comes in three slightly bigger sizes.

The brand has also launched a new Mint flavour across the Original and the Brush shapes. Infused with natural Mint Oil, the Nobblys Mint-flavoured lines help freshen dog breath for a clean, healthy smile.

All Nobblys dental chews include Pea Starch and Sweet Potato Starch, which are great sources of grain-free and gluten-free carbohydrates for energy. They also contain Vitamin E and Brewer’s Yeast, known for its rich levels of B vitamins.

Offering above-average retailer margins, the chews come in colourcoordinated display cases, ready to set up on the shelf and make an impact in-store. Plus, each chew comes with its own hang tag with an individual barcode for use on hooks as an alternative display option.

The product will be a great option to stock for shoppers looking to spend less as it offers an affordable price point. Nobblys dental chews start at £0.49.

Petello Nobblys are available now through Pedigree Wholesale and are exclusively available to the specialist pet trade.

Vegetarian and gluten free

Helps dry eyes

For more information, contact Millpledge Veterinary, freephone 08000 11 22 88 or email sales@millpledge.com

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

www.petproductmarketing.co.uk

p10_12_14_16_18_PPM_Jun.indd 18

14/05/2024 09:58

Enriching Spaces for Pets Engaging Spaces for Customers

Get inspired

Want to know more?

Visit our Case Studies

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

Download our Brochures.

Call us: 08450 60 99 60 14/05/2024 10:12

NEW PRODUCTS

antibiotics and additives. As with all of Karnlea’s bone broths, it is made with naturally filtered water and a little apple cider vinegar, used to leach the goodness from the bones and which cooks off in the production.

Fish Bone Broth is beneficial for good digestion and the immune system. It is ideal for pets with leaky gut syndrome, colitis and irritable bowel syndrome as gelatine and collagen can help heal the gut and reduce inflammation.

Karnlea’s liquid broth is carton packed from fresh and can be stored in a cupboard until opened. Containing 500ml, Fish Bone Broth sells at an RRP of £10.99.

Everything in the range is suitable for dogs and cats of all ages and sizes, and every feeding type. It adds value to all and is a great way to build a healthy bowl.

Karnlea bone broths and supplements

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Karnlea’s range of bone broths and complimentary supplements has more than doubled during the first quarter of 2024. Whole Goat Milk Powder is the most recent addition, joining Pumpkin and Slippery Elm and Marshmallow Root powders as part of the new Karnlea Complimentary range. These can be added to any Karnlea Bone Broth variety, primary food, or administered separately to address specific health issues in dogs and cats.

Goat milk – a powerhouse of protein, healthy fats, and minerals, it is considered ideal for pets as it has smaller fat globules than cow’s milk, making it easier for them to digest. It provides a nutritional boost, can help settle stomachs, and provide extra hydration. Pets love it as it has a slightly sweeter taste.

Slippery Elm and Marshmallow Root Powder — this is used to heal and soothe the gut and offers prebiotic benefits.

Pumpkin Powder — is a great prebiotic fibre, rich in vitamins C, A, B2, E, and iron, manganese and beta carotenes. Pumpkin helps treat diarrhoea, regulate digestion, and improve anal gland health.

Pumpkin Powder comes in tubs of 100g and 200g (trade only), Slippery Elm and Marshmallow Root, 100g and Whole Goat Milk Powder, 200g. The supplement range has a recommended retail price starting at £12.99.

Fish Bone Broth A fourth flavour has also been added to the Karnlea’s Bone Broth range: Fish Bone Broth is slow-cooked and made from sustainably caught white fish (cod and haddock) which is free from hormones,

New bone broth and supplements!

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

Frozzys Banana and Honey flavour Last year, Frozzys® released two new limited-edition frozen yogurt flavours to celebrate 10 years in business! The Banana & Honey flavoured frozen yogurt has proved to be extremely popular and has now secured a permanent listing due to overwhelming demand.

Frozzys is lactose free and contains essential nutrients and prebiotics to promote good gut health in one delicious, long-lasting and low-calorie snack.

Frozzys® frozen yogurts for dogs are an excellent and healthy alternative to ice cream, and are packed full of nutritionally beneficial ingredients.

Frozzys® can be fed on a regular basis due to the low-calorie nature.

Available to order now!

Frozen yogurts for dogs

Banana & Honey

NEW

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

www.petproductmarketing.co.uk

p10_12_14_16_18_PPM_Jun.indd 20

14/05/2024 10:28

Exclusive distributor inthe the UK for Exclusive distributor inthe Exclusive distributor UKUK Exclusive distributor ininthe UK forforfor

$9$,/$%/( $9$,/$%/( NOW NOW

BETTER FOR YOUR DOG, BETTER FOR THE PLANET BETTER NATURALLY FOR YOURHEALTHIER, DOG, BETTER FOR THE PLANET SAFER, SUSTAINABLE NATURALLY HEALTHIER, SAFER, SUSTAINABLE

All Natural

Made of just two food-grade ingredients Cellulose & Vegetable Oil sourced from the European food industry.

Healthier & Safer

No nylon ever, non-toxic, safe to ingest, not a meal replacement.

GMO-Free & Hypoallergenic.

Sustainable

Natural ingredients sourced sustainably from the European food industry, carbon neutral and recycled packaging.

CCLASSIC For purists who prefer simplicity or suffer from allergies or intolerances.. It’s the essence of chewiness, with no frills attached, just pure, unadulterated satisfaction!

SOFT

For Strong & Aggressive Chewers BetterBone Tough is perfect for the superchewer in your life! Great for strong to aggressive chewers.

BEEF Our mouthwatering BetterBone Beef is here to tantalise taste buds. Made with real dehydrated beef, this BetterBone with have your pup drooling for more with every bite!

For teething puppies, senior and dogs with sensitive teeth.

Durability compared to rawhide chews. For light-strength chewers.

MEDIUM

Balance of durability and safety for teeth. Durability 15-20% softer than Nylon chews. For medium-strength chewers.

HARD

Super durable for aggressive and strong chewers. Durability 2-5% harder than Nylon chews. For hard-strength chewers.

www.happypet.co.uk/become-a-stockist sales@happypet.co.uk/0116 2602100 Happy Pet Better Bone_converted.indd 1

15/05/2024 11:06

BEHIND THE BRAND

Happy Pet The inside story of an innovative manufacturer and supplier of thousands of brilliant pet products.

About Happy Pet Pet health, happiness, and well-being is Happy Pet Products passion. Happy Pet Products strives to create products that are perfectly crafted and designed to support the natural instincts and unique lifestyles of each animal.

A respected market leader and innovator

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The story of Happy Pet dates back to the 1930s when the Cressell Rubber Company was established. The company began its range of products with a simple rubber ball that is still popular among dogs today. Since then, Happy Pet has been inspired to create more innovative and exciting products for pets.

Happy Pet Products is a widely recognised leader in the pet product market, known for its innovative products for a wide range of pets including dogs, cats, small animals, birds, reptiles, and amphibians. Happy Pet Products offers a vast selection of highquality products to meet the unique needs of each type of pet.

Suppliers to the pet trade worldwide With over four decades of experience in the international pet trade, we have built a strong reputation for being a reliable and customer-oriented company. The Happy Pet portfolio comprises of more than 2,000 top-quality products that are sold and distributed through over 10,000 pet stores, online retailers, garden centres, DIY shops, home stores, and grocery chains worldwide.

Driving growth through recessionary times Despite the ongoing recessionary pressures and trading difficulties worldwide, we are proud to report impressive year-on-year sales growth. Furthermore, we have exciting plans for further expansion soon as we come into 2024.

We attribute our success to keeping one step ahead of the competition and understanding the changing needs of today’s pets and pet owners. We reliably deliver highly marketable, great-value products to retail customers quickly and cost-effectively.

How to become a stockist: Please visit www.happypet.co.uk/become-a-stockist to sign up for their online trade portal. Why use the Happy Pet Products Online Trade Portal: ● Easy to use, interactive with an informative dashboard. ● Full product information with images. ● Real stock availability and you can request stock notifications. ● Enjoy regular trade portal-only offers and trade prices. ● Ask a question on products. ● Dedicated customer service team to assist with any queries. ● Add to favourites for quick ordering. ● Full account information.

Contact Happy Pet at sales@happypet.co.uk or call 0116 260 2100 for more information.

Visit www.happypet.co.uk/become-a-stockist to become a stockist. www.petproductmarketing.co.uk

p22_23_PPM_Jun.indd 22

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HAPPY PET PRODUCTS TIMELINE Happy Pet Products brand

1985 established

global pet 1998 First exhibition

Expansion into

2005 Europe

to new 50,000 sqft Warehouse 2007 Relocation & Head Office in Syston, Leicestershire Expansion

2009 Worldwide

First Happy Pet

2010 showcase event

Acquired Underworld and

2011 launched Komodo brand.

Refurbishment of Head Office with an

2014 additional 4,000 sqft of warehousing obtained 2015

Purchase and launch of Healthy Paws - all natural dog food

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Launch of Little Rascals - Puppy & Kitten

2017 range & Holly & Robin Christmas range First Happy Pet EXPO

2019 event onsite

Launch of Natural Treats 2020 under the Healthy Paws range Renovated onsite 2022 Showroom Appointment of new 2023 Managing Director Will Durrant of Lamb Chop dog toys 2024 Launch exclusive to Happy Pet in the UK

to come in 2024...

2024 More www.happypet.co.uk www.petproductmarketing.co.uk

p22_23_PPM_Jun.indd 23

15/05/2024 10:24

BUSINESS ADVICE s technology continues to develop, maintaining the right digital skills in workforces is becoming a larger problem for businesses. Ensuring you’ve got the right people in your teams to manage these developments is crucial for business success. Yet, data shows that 20% of the UK workforce will be severely under-skilled for their roles by 2030.

Caroline Gleeson, CEO at Occupop, says: “The digital skills gap is a real threat that is affecting many businesses now and will continue to do so unless it is addressed. You’ll want to be secure in the knowledge that you have the right people that can help your business expand and grow in the future – and managing technological demands is something every business has to be prepared for.”

But why is the digital skills gap growing, and how can businesses combat it?

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How Can UK Businesses Overcome the Digital Skills Gap? 24

Why the skill gap is growing The digital skills gap is growing for many reasons, but some include technological advancements and global connectivity. As more businesses expand their technology stack and develop more efficient means of working, the demand to keep up is higher. Ensuring that you’re maintaining a competitive advantage means staying up-to-date with the latest technological developments within your industry.

Without the right training and education, your workplace can easily fall behind the digital curve.

How to close the digital skill gap in your business Advance your technology It might seem counterintuitive to start developing your technology further in your business if you don’t have the right people on your team to manage the required digital skills. However, by considering this now you can do more for your business in the long run.

Developing your technology can offer wider training opportunities for your workforce and encourage the right people to apply for your job roles. Young workforces with the right digital abilities won’t want to join a company with legacy systems that slow them down. To attract the right candidates, you’ll need to be able to offer them a space where their skills

can flourish.

Improving your technology in areas such as Human Resources can also ensure that you’re bringing in the right talent into your business. If you lack digital skills within your workforce, finding someone to fill this gap and provide the right support for your business is essential. Using applicant tracking software, you can ensure that you’re finding people who will fit seamlessly into your business with the right training and experience to hit the ground running.

Improve training Another way to reduce your digital skill gap is by improving training opportunities. This can be for every member of your workforce, not just localised to the few who might be using certain systems daily. Widening your company’s overall digital ability can help ensure that systems and processes are followed seamlessly without disruption.

This can either be undertaken by an employee with a good understanding of the technology and how to use it specifically for your business or by an external trainer who might be able to better explain every ability of your technology. By letting your workforce explore as much of the new technology as possible, not simply the processes they need, you might even find new approaches and uses for the same technology.

Mentorships can be another great way

to lessen the digital skills gap. Instead of just focusing on your employees, you can hire mentees to help train the future generations — they might even come back to show you a thing or two about technology.

Feedback mechanisms Implementing AI and automated systems for feedback can be another great way to encourage better digital development in your teams. By implementing software that can better analyse employee success and give real-time updates on their training and progress, you can ensure that staff members needing further support are getting it.

The feedback can also be an encouraging element to your day-to-day business. This way, you can ensure that staff developing their digital skills get the recognition they deserve and continue thriving in your business. While closing the digital skills gap is vital to business success, focusing on staff retention is as vital to keeping your employees.

Caroline Gleeson, CEO of Occupop, a provider of industryleading recruitment software.

www.petproductmarketing.co.uk

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30/04/2024 13:59

PET FAIR ASIA.indd 2

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PET FAIR ASIA

et Fair Asia is a flagship pet trade show taking place August 21 — 25 in Shanghai, China. It offers international buyers and pet companies incredible opportunities to work with Asian pet manufacturers, suppliers, distributors, experts, and businesses, as well as international brands too.

The show is guided by Asia Pet Alliance (APA), founded in 2019 as an innovative platform powered by associations, societies, companies and individual professionals of the pet industry in Asia. Here, we spoke to the organisers to find out more and see why the show could be a key date for British pet brands…

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Access to the Chinese pet market

August 21 — 25, 2024, Shanghai

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Pet Fair Asia is one of the largest pet trade exhibitions in the world — and an unrivalled opportunity for buyers and exhibitors to work with Asian pet businesses.

Q What makes Pet Fair Asia the biggest pet supplies event in the world?

Pet Fair Asia is the largest exhibition for the pet industry across the vast Asia-Pacific region and one of the largest in the world.

In 2024, the five-day event is set to reach the largest scale up to date: ● Around 17 halls ● A total exhibiting area of 300,000 sqm ● Three days B2B and two days B2C ● Well over 2,500 exhibitors from China and all over the world The products exhibited at the show cover the industry at 360 degrees, from pet food to supplies and accessories, grooming, healthcare, veterinary, technology (apps) and all other types of pet services and products.

In 2024, for the first time, 6 outside halls will be built for the supply chain under Pet Fair SUPPLY area, where over 600 exhibitors will showcase production line products such as food ingredients, food processing machinery, packaging machinery and equipment, packaging materials and design, testing equipment, label, and OEM/OBM/ ODM.

China is a manufacturing powerhouse and long known for innovations and fast adaption of products to the consumption needs and trends. The pet industry is no different. The new generation of pet owners are creating a demand for smart and sophisticated gadgets, where China has already taken a lead. All these innovations can be experienced first-hand at Pet Fair Asia and the vast range of products exhibited at the show make it a unique outsourcing platform for all the buyers worldwide.

350,000+ consumers who visit the event during these days.

Pet Fair Asia has a particular attention from all industry media in China and

Q What are the benefits of exhibiting?

Pet Fair Asia gathers over 100,000 trade visitors from China and more than 80 different countries. All the Chinese distributors are present at the show. The show is the best B2B event in China to showcase international brands and products to these large and still growing pet markets, eager to explore and spend on the most avant garde products for their furry friends.

On the other hand, the B2C days make it a great platform for creating brand awareness and recognition bottom up, leveraging on the attention of over www.petproductmarketing.co.uk

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the world, as well as Key Opinion Leaders (KOL), which are the most important influencers in China that act as trendsetters.

These are great opportunities for the international brands to promote their brands at multiple levels.

Pet Fair Asia keeps receiving increasing requests year-on-year for participation from international brands. The show hosts various pavilions from the USA, New Zealand, Japan, Poland, Taiwan, Hong Kong and the majority of the world leading companies such as ADM, Boehringer Ingelheim, Hagen, Orijen, Purina, Royal Canin, Schesir, Vitakraft, to name a few, are present at the show.

Q What opportunities are there for international visitors?

Pet Fair Asia helps international buyers scout a wide range of outsourcing channels, which satisfy any type of product needs and budgets. It also gives access to a hub of innovative and cutting-edge pet products, all together in one place.

While there is a growing number of Chinese exhibitors attending different pet shows around the world, a visit to a show in China helps buyers find many more suppliers and products, different from the ones you find at shows outside of China, where limitations on the number of Chinese exhibitors tend to be imposed. Chinese exhibitors in China will usually take bigger booths, showcase a larger range of products, are more inclined to display innovative

products rather than traditional ones. In addition, the international participants can also have the possibility to schedule visits to their factories and experience first-hand how the production in China is evolving.

In addition, visitors can scout also products from a larger number of suppliers from other Far Eastern countries and Oceania, which you will find in bigger numbers than in the shows in Europe or USA. The show organizer has made it a mission to make the visit of the international buyers as easy and effective as possible, to ensure the platform is helpingthe trade relations in the pet industry between China, Asia, and the world in the best way possible. A particular focus has been put on the hosted buyer program to assist the visitation through unique hospitality packages and match-making activities. In coordination with exhibitors, international buyers are given the opportunity to visit manufacturing sites located near to Shanghai, as well as local pet stores or pet hospitals, to experience first-hand the latest innovations and technologies applied in the production process, local market practices, and consumers behavior and habits.

The entrance to the event is free of charge by registering using this link: https://pages. petfairasia.com/p/ce15e

Q What events does the show include?

Pet Fair Asia has always put an important focus on being not only a trading platform, but also a reference point for education,

information, and know-how exchange in the industry. For this purpose, many events are put in place to enhance attendees’ experience at the show and create more content and networking opportunities.

The core event taking place during the show is the International Pet Industry Summit (IPIS) -- Asian CEO Summit, which in 2024 will hold its 13th edition. Since its first edition in 2011, IPIS Asian CEO summit is recognised as the most important industry summit in China’s pet market. In 2023, it brought together over 1,000 CEOs, senior executives, and industry decisionmakers from China and across the globe.

IPIS includes important C-level speeches and panel discussions on the profound changes taking place in Asian pet markets, releases of the most recent researches and studies, as well as great business networking moments.

Another important event scheduled for 2024 is the 2nd Asia-Pacific Pet Industry Roundtable. This will be the second leg of the first roundtable which was held during Global Pet Expo this March and focused on exchanges between key industry players in China and the United States.

Additionally, more than 20 other professional summits and forums, including the Asia Pet Veterinary Conference, Asia Pet Food Summit, Asia Pet E-commerce Conference, to name a few, will comprehensively cover medical, supply chain, distribution, retail, and other sectors of the industry.

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To find out more, visit www.petfairasia.com/en/ www.petproductmarketing.co.uk

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PET TREAT FOCUS

The pet treat market is valued at just over £900m in the UK in 2024.

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What are the benefits of a pet treat?

Understanding how different brands of treats can help pets is key to driving sales…

T

he pet treat game has changed.

Consumers don’t just want something their pet finds delicious (though that is still a must!).

They want treats that have a positive impact on their companions’ wellbeing. Understanding the benefits of treats to pets will really help you drive sales to your customers. Here, we look at some of the key benefits of a new generation of pet treats…

To stock Healthy Paws dog treats, contact sales@happypet.co.uk or call 0116 260 2100. www.petproductmarketing.co.uk

p28_36_PPM_Jun.indd 28

14/05/2024 11:36

Feed them

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PET TREAT FOCUS Dental health — treats can improve dental health by reducing plaque and tartar, as well as freshening the breath. It is important to understand whether this is achieved through active ingredients that help to clean teeth, or through the action of chewing — or both!

Calming benefits — some treat ranges are designed to help keep pets calm. These will usually include ingredients, such as camomile, passionflower, and even hemp, known for their calming properties and foods which contain the natural amino acid L-tryptophan which metabolises into the chemical serotonin which helps control mood and stress levels.

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Aiding digestion — sensitive stomachs are common in dogs and cats, and humans a short space of time as training is repeated? are becoming increasingly aware of how Are they lower calories so pets don’t put gut health impacts overall well-being. Treat on too much weight? Or is it a really brands will try to help animal digestive high value treat that will provide health by including ingredients that added motivation for pets (such as pumpkin in cats and to do as we ask? A variety dogs) that aid digestion. This in your treat range will can also include prebiotics It was reported help to attract customers. and probiotics. Probiotics that owners While owners don’t are live microorganisms change pets’ diets too that aim to boost good spend almost regularly, they will mix gut bacteria. Prebiotics up their treat purchases so are foods that act as £500 per year on there are opportunities for nutrition for microflora. pet treats. you to promote new lines.

Stimulation for play and training — treats are often the biggest source of motivation for pets to do the things we want them to do. This can include small companions too! Their role as a reward also highlights the strengths of different treat brands. Does the consumer want treats that are convenient to carry on a walk? Treats that a pet can have many of in

Improve skin and coat — skin and coat problems are quite common in pets. However, treats brands can give skin health a boost. Some manufacturers will even make specific skin and coat treat ranges. These will usually include fatty acids including omega 3, 6 and 9, as well as vitamins and the mineral zinc.

Aid joints and mobility — arthritis is a common health issue, particularly in senior pets, that often goes undetected as our companions hide the signs of the pain.

While it can’t be cured, supplements are a great way to boost joint health so it is no surprise that treat formulations have started to include joint-boosting ingredients. In these types of treats, you will usually see fish oil, which is high in Omega 3, and chondroitin and glucosamine.

Spreading the benefits Of course, brands want to shout about the benefits of their treats! It will be on their packaging to help spread the message and connect with owners. It is worth giving really good thought to your displays to maximise the impact they have on customers. Treats have developed to be more functional as that is what consumers wanted. So, this is your chance to connect with a captive audience.

Many brands will offer free point of sale materials, so check with your suppliers and wholesalers. And if you’re not sure about a product, brands will want to answer your questions and arm you with the knowledge that will help them sell.

Posing the question ‘How are your pet’s treats benefitting them?’ to customers is a good idea as it will get them thinking and you can advise them as to the best treats you have to offer. You can do this during conversations, with posters or displays, or on your social media.

www.petproductmarketing.co.uk

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PET TREAT FOCUS

What do owners think about when buying pet treats?

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Understanding what will resonate with owners when buying pet treats can help you find ways of boosting sales. hile buying pet treats can be an impulse purchase, there is still a lot of thought and consideration behind what treats people buy. Here, we look at what owners may consider before parting with their money…

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● When they’re going to use them — are they going to give them while training? Are they going to leave their pet unsupervised with the treat? Different treats will lend themselves to different situations. ● Will their pet enjoy them? — a treat needs to be a treat! Owners want their pet to love treat time. This particularly applies if owners are using the treats as a reward for training, as the treat needs to encourage the desired behaviour.

be given on a daily basis, alongside a pet’s main diet, can be really valuable. ● Eco-friendly credentials — an awareness of helping to protect the planet has become a consideration in so many areas of daily life. Even when the ecofriendly credentials of a purchase are not the top priority, they are often a consideration.

Many consumers would prefer to be able to choose a greener option, if a suitable one is provided. The eco-friendly credentials of treats can include the ingredients they use, the packaging they come in, and the values of the brands that manufacture a particular treat. With a bit of research, you will see many manufacturers set their businesses green targets to hit.

● The health benefits — many treats will have textures and ingredients that bring health benefits. Owners are becoming more health conscious on behalf of their pets.

Promoting these health benefits can really connect with customers.

● Price — how much do owners want to spend on treats? Price point is always important on any purchasing decision. With pets, it is certainly not the cheaper the better as owners have shown to be motivated by the quality of product and the benefits to their pet. Providing good value is always a winner with customers.

● How calorific the treats are — managing a pet’s size and ensuring they don’t get overweight is also becoming more important to owners. Being a healthy weight is a key part of animal wellbeing. Helping customers understand how many treats can

● Owners’ treat regimes — each owner will have their own treat routine that will establish how often they provide treats, what they give them for, and whether they are loyal to a particular product or vary what they buy

Engaging with treats While changing a pet’s diet is often quite a big decision for owners, there is often less loyalty for treats. This gives plenty of opportunities for marketing! Here, are some ideas: ■ Set up a pick ‘n’ mix style treats station of natural treats ■ Offer free advice chats on what treats to choose ■ Use posters to promote the benefits of your treat ranges ■ Treat giveaways — let customers try some for free (brands may be able to provide free samples for you to give away) ■ Have a treat of the week on the counter ■ Get staff to talk to customers about treats ■ Ask owners to tag you on social media with pics of their pets enjoying treats from your shop ■ Showcase your ranges on social media

www.petproductmarketing.co.uk

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14/05/2024 08:54

Pure & Natural

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TEL: 01953 882485 National Sales Manager Lynne Hopwood 07500 905739

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14/05/2024 10:16

NATURAL TREATS

There is minimal processing with natural treats.

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It’s only natural!

We look at the rise of the natural pet treat and what the term truly means. atural has become a buzzword in the pet food industry in recent times. But what does it mean and how can retailers ensure they are tapping into the natural movement?

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The natural trend As with most industries, trends hit the pet trade which impact the products customers want to buy. The desire for natural pet treats is part of a wider movement which has seen owners want to provide a better quality of care for their pets.

In Pet Product Marketing, we’ve often discussed the pet humanisation trend where owners see their animals as part of the family. Terms like ‘pet parents’ and ‘fur babies’ are reflective of how pets are becoming to be seen as more human. With this, owners now want to give their pets a

better level of care. While the pandemic brought into focus our own human health and how what we eat can impact this, it is the same for our pets.

Owners are now more conscious of wanting to give their pets nutrition which supports their health. The days of commonly giving pets low quality meats and scraps of our own junk food are long gone. Consumers want treats that their pets will love, but that also will aid their health. That’s why you will often see treats described as more functional, as brands promote how the treats can be used to improve animal lives. That’s where natural comes in.

Natural treats are seen as going back to good quality nutrition, away from artificial additives. Ingredients are in the spotlight and there is an emphasis of moving away from over processing food and treats, and

letting the natural goodness of ingredients be the most important thing.

It is a movement that is very much here to stay. Perhaps the best highlight of this is that a few years ago, you would seen many owners baulk at the idea of going to

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NATURAL TREATS the pet shop and buying their dog a treat which is a dried rabbit’s ear with fur on. The proposition would have had too much of the ‘yuk’ factor for some owners, but that has vastly changed. Owners’ priority has become animal health, which is only natural really!

Natural treats are on the rise.

What does natural mean?

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UK Pet Food is an association for pet food manufacturers, suppliers, and the wider industry. Their members account for over 90% of the pet food market in the UK. On their website, UK Pet Food has the following definition of natural: “The term ‘natural’ should be used only to describe those pet food ingredients to which nothing has been added and which have been subjected only to such physical processing as to make them suitable for pet food production and maintaining the natural composition. Additionally, all pet foods marketed as ‘natural’ must only be made with natural ingredients and the food must not contain any chemically synthesised ingredients.”

Processes which are described as supporting the term natural include freezing, concentration, extraction (without chemicals), drying, pasteurisation, or smoking (without chemicals). It is all about maintaining the natural composition of the ingredient. Think of dried pigs’ or rabbits’ ears (and a huge array of dried animal body parts) which have become hugely popular with dog owners to give to their canine companions. The only ingredient is the body part of the animal which is dried.

Dogs love the taste and the texture is often beneficial for getting dogs to chew which releases natural endorphins and good for dental health as it cleans teeth. Some brands of loose natural treats are looking at ways

of bagging them to make them easier for owners to handle.

Many forms of cooking, such as baking and extrusion, are not classed as natural.

This is because there is an argument that during cooking some of the nutritional value of the ingredients is lost. This doesn’t necessarily mean cooked treats are bad for pets, that the cooking method is unnatural, or that they contain artificial additives (although this is possible) — it just means that they are not classed as natural by this definition. The natural composition is changed during cooking. Brands that do believe in high quality ingredients without artificial additives often use slightly different phrasing to promote the benefits of their products.

Made with natural ingredients…

Manufacturers that produce treats that are not classed as strictly natural, but use

natural ingredients can be labelled as ‘Made with natural ingredients’ or just ‘natural ingredients.’

For example, a producer may decide to use a gentle cooking method, such as baking, as they believe not much of the nutritional value is lost during the process, as well as it helping to create a treat that pets find really appetising and come in a convenient format for owners. The producer is permitted to label their treats as made with natural ingredients. So they often will do! You will notice it on the packaging as these brands will often believe in the benefits of natural ingredients and want to highlight it to owners.

UK Pet Food on their website clarifies that: “The term ‘made with natural…’ may be used provided that the natural components are clearly identified.” So, when researching which natural treats or made with natural ingredients treats to stock in your shop, it is still worth checking the ingredients list to ensure they are delivering the promised benefits.

Common stated benefits of natural treats ● Free from artificial nasties ● Less ingredients ● Less likely to trigger allergies ● Good for dental health ● Improved digestion ● Calming qualities ● Better skin and coat health

Natural treats come under a particular definition.

www.petproductmarketing.co.uk

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TEL: 01953 882485 National Sales Manager East Anglia Lynne Hopwood Liz Matthews 07500 905739 07827 963931

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14/05/2024 10:17

WILD FEEDING MARKET

Suet is a valuable source of energy for birds.

s spring unfolds its vibrant canvas, nature awakens from its winter slumber. For avid birdwatchers and nature enthusiasts in the UK, this season marks an opportune moment to connect with the avian world right at their doorstep. Feeding wild garden birds during spring not only provides them with essential sustenance but also offers enthusiasts a front-row seat to observe their fascinating behaviours.

Here, we delve into the feeding of wild garden birds during this delightful time of year — something you can tap into with your customers by providing the advice and products they need.

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A Guide to Feeding Wild Garden Birds in Springtime Why Feed Wild Garden Birds in Spring?

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Spring is a crucial period for birds as they transition from the scarcity of winter to the abundance of the breeding season. During this time, birds expend significant energy in courtship rituals, nest building, and raising their young. Providing supplementary food can offer much-needed nutrition, especially when natural food sources may still be limited.

Position feeders carefully.

By attracting a variety of bird species to your garden, you contribute to the ecological balance and create a thriving ecosystem right outside your window!

How to Feed Wild Garden Birds Responsibly Feeding birds in your garden requires some consideration to ensure their well-being and minimise potential risks. Here are some tips about responsible bird feeding that you can share: Choose Appropriate Feeders: Opt for feeders that are durable, easy to clean, and designed to prevent the spread of disease. Tube feeders, hopper feeders, and platform feeders are popular choices for accommodating different bird species.

Offer a Variety of Foods: Provide a diverse range of bird foods to cater to the preferences of various species. Common options include seeds (such as sunflower, nyjer, and millet), suet, mealworms, fruits, and nuts.

Keep Feeders Clean: Regularly clean feeders and remove any stale or mouldy food to prevent the spread of diseases among birds. Use a soapy water and rinse thoroughly to remove any detergent before refilling.

Position Feeders Thoughtfully: Place feeders in safe locations away from potential predators, such as cats, and ensure they are accessible to birds while offering some protection from the elements.

Monitor Bird Activity: Keep an eye on the bird activity in your garden and adjust feeding practices accordingly. If certain

species dominate the feeders, consider offering different types of food to attract a greater variety of birds.

Provide Fresh Water: Alongside food, birds need access to clean water for drinking and bathing. Install a birdbath or shallow dish with fresh water, and clean and refill it regularly.

What to Feed Wild Garden Birds in Spring Choosing the right foods can significantly enhance the appeal of your garden to wild birds. Here are some popular options: Suet: Beef or vegetable fat mixed with seeds, nuts, or dried fruit, suet provides a valuable source of energy, especially during colder spells. Woodpeckers, nuthatches, and starlings are among the birds that relish suet.

Sunflower Seeds: High in protein and fat, sunflower seeds are a favourite among many bird species, including finches, tits, and sparrows.

Nyger Seeds: Small and nutritious, nyger seeds are particularly attractive to finches, such as goldfinches and siskins.

Mealworms: Rich in protein, mealworms are a favourite treat for insect-eating birds, including robins, blackbirds, and thrushes.

Fruit and Nuts: Offer slices of apples, pears, or bananas, as well as nuts like peanuts and almonds, to attract species such as blackbirds, song thrushes, and jays.

Millet: A small, affordable seed, millet appeals to a wide range of ground-feeding birds, such as sparrows, dunnocks, and finches.

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Provide fresh water as well as food.

Observing and Enjoying Wild Garden Birds Feeding wild garden birds not only benefits the birds themselves but also provides enthusiasts with endless opportunities for observation and enjoyment. Set up a comfortable vantage point where you can watch the comings and goings of different bird species, and keep a pair of binoculars and a field guide handy for identifying unfamiliar visitors.

Take note of the behaviours and interactions among birds, from the acrobatics of blue tits at the feeder to the melodious songs of blackbirds echoing through the trees. Spring is a season of Entice a variety of birds to your garden.

renewal and activity, and your garden can become a bustling hub of avian life with the right provisions and care.

With responsible feeding practices, a variety of nutritious foods, and a keen eye for observation, you can transform your

garden into a vibrant oasis teeming with avian life. So, grab your binoculars, fill up the feeders, and prepare to be captivated by the beauty and charm of the wild birds that grace your garden this springtime in the UK.

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p38_39_PPM_Jun.indd 39

14/05/2024 10:36

MARKETING EXPERTISE

The pros of meeting your public at pet events With pet-focussed events on the increase, more exhibitor opportunities are opening up for brands, big and small. And it’s not all about shifting product on the day, explain marketing experts NOBULL. hat happens when you bring a group of pet-lovers together at a pet-centric event? They engage to learn, sample, test, and feed back on their concerns and experiences in face-to-face exchanges, where brands get some undivided attention.

These in-person encounters happen at local fetes, pet shows, and agricultural fairs and can generate invaluable knowledge for new product development, for growing potential client databases, as well as for sales on the day.

They can be hard work, that’s for sure. But sore feet aside, a well-planned show stand at any kind of event can bring lasting benefits to brands.

Visitors to Crufts will vouch that there are always plenty of ‘little’ ones in attendance, all making their mark.

NOBULL spoke to the show organisers from the new (and very exciting) London Pet Show Live. They share insights on why so many brands are becoming increasingly attracted to consumer events and shows.

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Why do you think pet events are so popular?

Post Covid-19, people are happy to be able to meet people again ‘face to face’, to be able to ask questions and get the answers straight away. The ‘pet parents’ who turn up to events enjoy a fun day out. They also get a great opportunity to see what is new, find solutions to challenges, and browse an engaging choice of pet-related products, all in one place.

How do you think attending an event benefits brands, even smaller ones?

Brands of all sizes benefit from direct feedback from new and existing customers about their pet brands. They can use shows to launch new products, get feedback on ideas in development, and to really engage with their target audience.

It’s all relative — a big brand might head to a major event, whereas a smaller brand could attend a local one and still reap the rewards of setting up their stand.

Do you think other pet owners (i.e. non dog-owners) have been missing out?

There has not been a true ‘Pet Show’ in this country since 2019, so we’ll be filling a crucial gap in the market. Our Olympia show will have specific zones for all six pet categories, each one featuring specialist experts, activities, and product showcases. There will be plenty of popular types of animals to discover, including dogs, cats, small furry pets, reptiles, birds, as well as fish housed in beautiful indoor aquariums. We’re creating an incredible menagerie of pets, all in one place.

What else can exhibitors and visitors expect?

We really want to bring people and pets of all types together and our show will particularly appeal to families who might be thinking of getting a pet. Everyone will have an opportunity to explore different pet types, meet leading experts, and be entertained by live performances, and lots more fun animal-oriented activities.

Our goal is for our visitors to be planning their next visit as they leave us!

What do you think London Pet Show Live offers big brands and how are you making it accessible to smaller ones?

It’s been a goal to make our event as accessible as we can. We’re very excited to have recruited our headline supporter and with the UK pet industry home to so many fantastic legacy brands, people can expect other big names in situ. But we’re making space for smaller innovation brands in our Pet Discovery Zone too.

It promises to be an exciting place for consumers to shop and a fantastic platform for brilliant brands to showcase their products.

Find out more…

London Pet Show Live, 20 and 21, September 2025 at Olympia London. For more information and exhibitor opportunities, contact ok@eliteevents.live Visit www.londonpetshowlive.com

Need help with building your brand?

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

www.petproductmarketing.co.uk

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INTERVIEW

The new chair of UK Pet Food Following his appointment as chair of the trade association, we chat to Rupert Phillips about his plans for leading UK Pet Food.

Stepping up as chair is a huge uge privilege. For the next two years, ars, I will immerse myself in the world of UK Pet Food, which will mean regular meetings with the team, in addition to the Executive.

Each UK Pet Food Chair has a specific theme for their tenure. We sit down with the team and determine this in advance, considering the external environment, our goals as an association, and where we are on that journey. All UK Pet Food Chairs have been committed to making a positive impact and looking at how our skills and experiences can provide a lasting benefit to pets in the UK.

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Q

Why is it something you wanted to do?

Rupert Phillips, Managing Director of Pet (UK & Ireland) at Spectrum Brands, has been announced as the chair of UK Pet Food, the trade association which represents the pet food industry in this country.

Vastly experienced in the pet sector, Rupert will lead the organisation at a key time as during his two-year tenure there will be elections across the globe and a new political landscape to navigate in the UK. Here, we spoke to Rupert as he embarks on the role…

Q

What does being the Chair of UK Pet Food involve?

For the past few years, I’ve been involved in UK Pet Food as a member of the Executive Committee. This is the body that oversees the UK Pet Food strategy, shaping the direction and the running of the association.

It is a great opportunity to gain an even greater understanding of the industry and those involved at the highest level. It is an industry I love and, while this is a significant time commitment, I see it as my chance to contribute while knowing how rewarding it will also be.

I also think the timing is ideal for me to leverage my skills effectively. As we navigate the fourth year of our EU exit, trade dynamics have undergone substantial shifts. We are seeing new measures come into force, impacting our ability to trade with our biggest trading bloc. This area particularly interests me and it offers the chance to spearhead lobbying efforts on behalf of the industry, identifying avenues for growth, and providing practical guidance to the membership amidst evolving changes.

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What are the priorities for UK Pet Food during the next two years of your tenure?

The work plan for the next two years will

centre around Safety & Standards — one of our three pillars of activity, alongside Nutrition and Sustainability.

Under Safety & Standards, we will horizon scan and monitor for emerging challenges. One example is mycotoxins.

With climate change and more extreme weather conditions, we anticipate an increase in the potential risk from mycotoxins. As the pet food industry body, we will consider strategies to adapt and minimise those risks, building awareness and action plans.

Furthermore, we will continue our proactive education to help improve the knowledge and understanding of prepared pet food nutrition. We are in interesting times, how we feed our pets is evolving with new formats and alternative ingredients emerging.

It is also critical to communicate what it

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The in industry, like many, has been in a state of flux due to th he challenges from Brexit, the pandemic, and the the cont tin e. continuing war in Ukraine.

means to be a member of UK Pet Food.

Members sign an industry charter to confirm they comply with industry Codes of Practice. These Codes promote best practice across the sector in areas such as ‘Safe Manufacture’, ‘Nutritional Guidelines’, and ‘Good Practice Labelling.’ Sourcing products from a UK Pet Food member provides additional reassurance of the safety and standards met.

Finally, UK Pet Food launched its manifesto last autumn and we are now sharpening our ‘asks’ of a new government.

These will be focused on four main areas: ‘Safe & Sustainable Pet Food’, ‘Trade with the EU and Rest of the World’, ‘Animal Welfare’, and ‘Pets in Society.’ This will be an important tool for discussions with policymakers and we will encourage our members to use this in building relations with their local MPs.

Brexit, Brexit the pandemic, and the continuing war in Ukraine. contin This ccombination has led higher prices across the to hig board — energy, ingredients, transport, etc. The cost of trans living is impacting consumer budgets and understandably, budg this is leading to some changes in shopping chan behaviour. The pet food beh sector is famously resilient. sect The pet population remains healthy and manufacturers hea work hard to ensure that wor pet owners have access to affordable, safe, and nutritious pet foods from nu the brands they love.

Around the time of a General Election, there G is a lot of noise and distraction. With a new d government in place, g there will be a raft th of new politicians to o cconnect with. I think we are in a good w position — we can aarticulate clearly what we need from a new government and why. With around 60% of UK homes

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including a pet, we are a sector not to be overlooked.

Sustainability will continue to be top of mind for the industry. Pet owners want to feed their pets in a way that respects the environment, and we share this desire too. The UK pet food industry is actively championing sustainability through the provision of eco-friendly packaging options, responsible ingredient sourcing, fostering research and innovation into alternative ingredients, promoting environmentally friendly production practices, and a commitment to educating pet owners to make choices that benefit both their pets and the planet. There is a lot of work to be done and from a policy perspective, packaging regulations such as the Extended Producer Responsibility will bring new obligations and costs for pet businesses. The overall ambition of the scheme is positive.

However, the design of the EPR scheme must be fit for purpose.

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Q

What are the main challenges the pet food industry faces?

And how much does a general election impact this?

The industry, like many, has been in a state of flux due to the challenges from www.petproductmarketing.co.uk

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INTERVIEW

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Q

What would be your message to fellow professionals in the industry who are also members of UK Pet Food?

Get stuck in — engage. Much of the great work done by UK Pet Food stems from the various committees and working groups.

There is a committee for sustainability, communications, and veterinary nutrition to name but a few, and dedicated groups for sectors – Raw Producers, Fish and Small Mammals. Company representatives give their time to exchange ideas, share information, innovate, and develop plans.

It is also a brilliant networking opportunity and a good way to keep up to speed with industry hot topics.

Q

Why is being part of UK Pet Food so beneficial to pet food brands?

UK Pet Food’s mission is to advance pet health and well-being with quality nutrition from a sustainable, progressive pet food industry. This is something all members subscribe to.

As a pet food business in the UK, we see it as critical to be a member of this

highly influential association. There are many benefits including shaping the direction of the industry, access to training and education, the latest industry information, technical support, market data, and networking. I think many of us have particularly appreciated this support during recent unchartered times such as EU Exit and Covid. One of the most important benefits is the ‘industry voice’ and how as UK Pet Food we can have a lot more impact when we act together rather than as individual organisations. This also makes association work particularly rewarding.

Q

What would success look like to you in two years?

Success to me is having a membership that continues to be supportive and engaged; this is the lifeline of the association.

On specific goals, we will have relaunched our manifesto and built new political connections. Our new policy contacts will have a better understanding of the pet food industry, recognising the important role we play in the agri-good supply chain.

On trade, we would like to be on a journey towards a common veterinary

agreement to ease problems trading between GB and the EU and GB to NI. A common veterinary area would improve animal welfare, facilitate trade, and provide much-needed stability and clarity for businesses.

On sustainability, the committee is working alongside the Food & Drink Federation to develop an industry ambition for 2030. This will be an exciting development and particularly useful for those smaller businesses at the start of their sustainability journeys. I am hoping to see this start to come to life towards the end of 2024.

We will continue to be a strong voice, communicating about the importance of prepared pet food in delivering safe, complete, and balanced nutrition.

Having retained current members and brought some new full-time and associate members into the fold, will mean we continue to grow.

To find out more about UK Pet Food, visit www.ukpetfood.org

www.petproductmarketing.co.uk

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Pet Product Marketing Fo r i n d e p e n d e n t p e t r e t a i l e r s

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

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14/05/2024 10:34

SMALL COMPANIONS

hen it comes to caring for small pets, training might not be the first thing on a retailer’s mind. After all, small pets, like rabbits, guinea pigs, and hamsters, typically do not require the same level of training as dogs. Well, maybe not heel-walking, lead training, or sit commands, but training does still play a crucial role in small pet wellbeing.

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Small pet care: treats, training and fear-free handling Positive reinforcement: the key to effective training The kindest and most effective training methods involve reward rather than punishment, or so-called positive reinforcement. Positive reinforcement means rewarding desired behaviours immediately, creating an association between the behaviour and the reward, meaning the pet is more likely to repeat that behaviour in the future. While dogs may respond to verbal praise, attention from the owner, a favourite toy or a treat, small pets, like rabbits and guinea pigs, are best motivated by food rewards.

While there are practical benefits to training a small pet, time spent training is also the perfect opportunity to help form or strengthen the bond between pet and owner. Each successful training session reinforces the positive interaction, demonstrating to the pet that time with their owner is enjoyable.

training, for all small pets, becoming accustomed to handling is likely to feature at the top of the list. As prey animals, lack of appropriate training can make human interactions, including handling, a stressful experience. And stress is not only detrimental to mental wellbeing, but physical health too. Take gut stasis in rabbits for example. Alongside dietary considerations, stress is a key factor in the onset of this life-threatening condition.

Having a small pet that is calm and relaxed when handled reduces the risk of unwanted behaviours, like biting. A calm, bonded pet is also easier and therefore more likely to be handled, meaning owners notice lumps, weight loss, or other signs of illness at an earlier stage and are likely to seek veterinary attention sooner. Addressing health issues early improves the chances of recovery in most species, but especially in small pets whose health can deteriorate very quickly when they become unwell.

Handling and health

Freedom from fear

So, while good recall is arguably one of the main priorities when it comes to dog

A calm, gentle approach is key to successful handling. Rabbits in particular can be

challenging, especially for inexperienced owners. The consequences of poor handling technique, especially with a fractious rabbit, are serious and there is a real risk of injury to the pet. This can include devastating injuries like broken bones, when for example, a strong kick from their back legs can be sufficient to cause a spinal fracture.

The technique of rabbit ‘hypnosis,’ in which a rabbit is placed on its back, causing it to enter a trance-like state or ‘play dead,’ has been advocated in the past. However, it is now recognised that this immobility is motivated by fear and should not be used in any circumstances.

What is rabbit ‘hypnosis’? ● Also known as tonic immobility ● Rabbit is restrained on its back… ● … causing the rabbit to ‘play dead’ ● Immobility is motivated by fear ● Not to be used Rabbits respond well to positive reinforcement training and this technique

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should be used to make handling stress free.

Most retailers will be familiar with the best approach to getting new pets used to being handled, which should include: ● Take training at the pet’s pace ● Start by spending time close to the pet ● Progress to offering food from the hand ● Initiate contact by stroking ● Progress to handling as the pet gains confidence ● Offer food rewards at every stage

Optimise the treat aisle A ready supply of treats tailored to species-specific needs and a quiet, calm environment are all that owners need to get started. Treats should be highly palatable to provide sufficient motivation and offering variety will help maintain interest. And it is not just pets that appreciate choice, owners do too.

Good, better, best is always a reliable strategy to help cater for differing customer demographics, and that is particularly true in the current financial climate when the high cost of living is having an impact on household finances. Remember though that price isn’t everything. Today’s pet parents are highly engaged and many consider their small pets as four-legged family members.

So, while some owners will prioritise cost, others will seek premium brands to ensure that they give their ‘fur babies’ the very best.

So, with a wide offering in the small pet treat category, which treats should find a space on the shelves? From Selective Naturals, which are high in fibre, to the Tiny Friends Farm (TFF) treat range, Supreme has all budgets and tastes catered for. The product ranges continue to evolve, with recent additions to the TFF range including Russel Rabbit Loopies with carrot and mint and Twiggies with apple and blackberry.

a food reward when the rabbit uses the tray will lead to success in most cases. Once this initial phase of training is complete, the tray can gradually be moved to a location preferred by the owner if required.

In the wild, rabbits tend to naturally toilet while eating and having a food source close to the litter tray can help with training. To further encourage rabbits who are reluctant to use the tray, putting some hay on top of the newspaper can help. However, there is some controversy with this approach as rabbits may be inclined to eat the hay and faecal contamination can increase the risk of diseases like Encephalitozoon cuniculi (E. cuniculi). A good option to help prevent this is to affix a hay rack above their litter tray.

Recall, fetch and more While stress-free handling and housetraining have clear practical benefits to both pet and owner, training does not need to stop there. Training also provides mental stimulation, presenting the pet with a ‘problem’ for which they have to find the correct behaviour to get a reward. In zoos and wildlife parks, it is a valuable part of enrichment, helping to reduce the incidence of stereotypical or problem behaviours and improving wellbeing.

From recall training to ‘fetch’ and more, patience and the principles of positive reinforcement can help owners keep their pets mentally stimulated. And it’s not just rabbits. From guinea pigs and hamsters to chinchillas and rats, all small pets will

benefit from some focused one on one training time with their owner.

Point of sale To support retailers, Supreme offer a comprehensive range of POS material from traditional barkers and wobblers to care guides and free samples with money off next purchase coupons, as well as posters and FSDUs. In-store displays can serve as great conversation starters. To get the most out of these opportunities, make sure that all your staff are happy advising on the key features of the products you offer, including your treat range. If your team needs a recap on your stock, think about arranging some product training. At Supreme, we offer this as an effective way to help retailers promote products and drive sales.

Training is an integral part of small pet care, benefiting both pets and owners alike.

By embracing positive reinforcement and providing quality products and guidance, retailers can enhance the wellbeing of small pets and strengthen the bond between pets and their human companions.

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Claire Hamblion Marketing Director at Supreme Pet Foods.

Top owner tips for training ● Be patient ● Choose a quiet environment ● Keep sessions short (5 to 10 minutes) ● Offer treats with high palatability ● Vary treats to increase motivation ● Clicker training can be used to ‘mark’ the desired behaviour

Litter training Litter training is another area where owners may seek advice. Rabbits naturally tend to urinate in one particular area of their living quarters. Placing a litter tray lined with newspaper in the chosen spot and offering www.petproductmarketing.co.uk

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FISHKEEPING KNOW-HOW

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Understanding fish stress,

the silent killer Can fish become stressed? What are the causes of their stress?

And if they can, how can we minimise it? www.petproductmarketing.co.uk

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Lack of orientation is a danger sign.

Whitespot loves immunocomprimised fish.

might discourage new hobbyists, causing them to abandon aquarium-keeping altogether. So, how does it work?

The chronic problem Chronic stress in fish increases susceptibility to infection, decreasing their natural immunity, which in turn can lead to many ailments and diseases, and in extreme cases even death. Even though it has so many causes that listing them all is difficult, it is a serious matter that we need to be aware of.

Although the fish, with no voice nor facial expressions, may appear superficially healthy, constant, enduring causes of stress increases the levels of the ‘stress hormone’, cortisol. When this hormone persists at elevated levels in the blood, it can cause

stunted growth, reproductive problems and lowered immunity, directly leading to a decrease in the number of cells responsible for the body’s defences—the antibodies.

In such an instance, it is highly likely that the fish in question will go on to develop pathogenic diseases.

Such pathogens responsible are often lingering in even the cleanest aquarium, but are unable to compromise the immune system of healthy, unstressed fish; once they encounter an organism that cannot defend itself, with its homeostasis disrupted and immunity compromised, they proliferate and colonise it.

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Warning signs Some of you might be wondering how to Onset ulcers from stress.

Image: Radek Bednarczuk.

tress in fish? Well, yes, there is such a thing. Unfortunately, this claim sometimes causes astonishment for beginner aquarists and people not involved in the hobby.

S

They ask: how it could be that those quiet, silent fish swimming around in the aquarium are stressed? The sad reality is that fish, just like us, can experience stress; the subject is well researched and understood.

Stress in fish can be highly problematic, leading to—among other thing—the loss of colour, sluggishness, reproductive issues, and lowered immunity, plus it acts as a pathway to all sorts of ailments and diseases.

Stress in our fish is only the tip of a gigantic iceberg for many problems that www.petproductmarketing.co.uk

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FISHKEEPING KNOW-HOW

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id

Infections like this often ride on the coat tails of lowered immunity.

you know

?

D

In other words: a healthy fish not tell that a fish is suffering from chronic suffering chronic stress is a relaxed fish. stress.

To diagnose any species, it is necessary to have some knowledge of its biology and its Key factors behaviour—if we do not know how a fish Physical and chemical conditions play a should behave when it is free from stress, we huge role in a fish’s wellbeing. Frequent may easily mistake early warning signs for swings of the pH (such as can happen in normal traits. a heavily planted aquarium), fluctuations Often in stressed fish the gill beats of the in temperature (from placing a tank near opercula become more rapid (quickened to windows/radiators, or having a faulty breathing). The same can go for the fins heater), excess or inadequate water hardness, (they may also move much more rapidly). or low oxygen concentration (the warmer In particularly stressful situations the water, the less oxygen it contains), or the fish might swim either just simply poor water quality through below the surface of the water a failing filter or overstocking, (abnormal behaviour for, say, can all be stressors with a catfish) or very low, at the dramatic consequences.

Research suggests very bottom of the tank The physical and that in some rare cases, (something unexpected chemical conditions must fish actually become in, say, hatchet fish). also be appropriate for the stressed when they have Stressed fish may species that we keep. For no enemies to fight! This assume unnatural instance, South American applies especially to poses while swimming; cichlids usually require soft certain types of marine this could be caused and acidic water to thrive; damselfish. by improper physical keeping them in hard and and chemical conditions: alkaline water will cause a stress adverse temperature or pH, or an reaction which in turn leads to many accumulation of ammonia, nitrite, nitrate, ailments. and other toxins in the water. In extreme Chlorine and other chemical situations some fish will simply jump out of contaminants in the water will also cause the water or finally die. stress reactions in fish.

Under the influence of stress, a large Water—even though a fish will perish number of fish in one tank may crowd into without it—is not in itself enough to allow one corner or hide among the plants. Stress fish to thrive; it must be water of the right also causes their coloration to change. Some kind, accompanied by proper housing fish will darken, others may lighten, or conditions. curious bars might appear across the body.

Aquaria that are either too small or Often stressed fish may be apathetic and overstocked are a considerable cause of refuse to take food. stress. Many aquarists now understand that Eartheaters must have fine, rounded sand.

keeping sizeable fish in small, cramped tanks without hiding places leads to disease.

Sadly, fewer aquarists seem aware that keeping single specimens of schooling species also causes stress for them, manifesting largely as timidity, hiding, refusal to feed, abnormal colouration, and eventually disease.

With viviparous fish (livebearers like platies and guppies) it’s frequently the case that they breed uncontrollably, which will lead to inevitable overstocking.

One stressor that should be better understood is keeping aggressive species from different, incompatible biotopes. Also, sometimes we buy fish that are peaceful when small, but as they grow and mature their aggression will also increase, and lack of space will also amplify this aggression.

Weaker fish in such tanks will be constantly harassed, prevented from feeding, and are likely to experience physical harm from bites. Such a scenario is a gateway to fungal or bacterial infections of the fins, ich and/or

Image: Radek Bednarczuk.

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At a glance acute stress symptoms 6Loss of balance 6Loss of orientation 6Sudden onset lethargy (inactivity) 6Trying to escape the tank 6Sudden colour loss 6Sudden colour intensity 6Black/dark markings 6Hiding 6Heavy breathing 6Dashing around the tank

At a glance chronic stress symptoms 6Weight loss 6Poor/slow growth 6Stunting/deformities 6Ragged fins 6Nervous disposition 6Unusual swimming behaviour

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6Hiding or cowering 6Ragged fins 6Excess mucus production 6Cloudy eyes 6Dull colours

living in relatively deep water where light flexibacteriosis. penetration is reduced. Without adequate An aquarium that is badly positioned — shading, such species can be in a perpetual in front of a door that is constantly being state of terror. Note too that in the wild, opened, a television, or loud-speakers — will lighting is rarely sudden — sunrise and cause discomfort for the fish. Startled by the sunset allow for a slow ramping up or down movement and/or noise, they will dash into of brightness. Where possible, lights aquarium decorations, or may remain that increase their illumination hidden in the corners of the tank. gradually are preferable over Remember also not to knock simple on/off configurations. on the glass (something often Always transport Sometimes even the done by small children); fish in a dark bag and substrate may cause contrary to what some may never expose them to stress. For instance, when think, the internal ears of a light in transit. Being keeping eartheaters (South fish are highly sensitive, in in the dark will send American cichlids that some cases even amplified habitually sift the substrate by the swim bladder to many fish into a slightly for food) we must have detect even the faintest dormant state. fine sand with rounded edges, sounds. not sharp gravel or stones—the The artificial lighting we use wrong substrate will restrict them from on aquaria can be deeply stressful for feeding or foraging normally. a tank’s inhabitants. Aquarium lighting is There are some ailments and medical for our benefit rather than the fishes’, and a conditions which are inextricably linked great many species we keep originate from to stress. In particular, Malawi bloat, hole heavily shaded areas under forest canopy, or

Transporting a fish like this is highly stressful.

t Top ip!

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FISHKEEPING KNOW-HOW

Incompatible tankmates will often fight.

in the head disease (HITH), and head and lateral line erosion (HLLE). These diseases are often seen in cichlids, and the origins are stress—that is, disrupted homeostasis of the organisms.

Image: Alamy.

Acute stress matters too

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While the above points discuss the effects of chronic stress, there’s also a second kind: acute stress. Contrasted to chronic issues, acute stress is the result of a sudden trauma.

However, their very nature, and the rapid onset of symptoms in fish, makes them much easier to identify.

Acute stress can be caused by something as simple as dropping a fish as you’re trying to catch it. Catching a fish for transport can be an acute stressor, but less known is the acute stress caused by a sudden change in environmental conditions.

Taking a fish from a tank with a low pH and placing it into a tank with high pH without acclimating it first can cause a shock reaction. The same can happen with temperature (hot tanks to cold ones, and vice versa). Similarly, dipping a fish into a medicated bath can place the fish under considerable duress. But, as mentioned, such acute stressors are much more obvious than

chronic stressors, and can be anticipated and mitigated.

In a nutshell, there’s no such thing as good stress, and while some things (such as transporting fish) are unavoidable, a little understanding of the conditions our fish best thrive in will go a long way to our ability to reduce it.

Radek Bednarczuk is a pharmacist by trade, Radek has been keeping fish since he was seven years old.

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15/08/2023 09:00

CAT CARE

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Making a cat-friendly garden The warmer weather is on the way so it’s an ideal time to ensure your garden is a feline paradise! f you’re lucky enough to have an outdoor space, it can provide your kitty with the perfect place to do all the things a cat instinctively loves to do.

Your pet can find an exciting world of stimulation in your garden — if we make it feline friendly.

What we like in our garden might not be what our cats will enjoy. Cats need to be safe, feel some sense of control, and be excited by what they can do in their outdoor space. We spoke to Samantha Prior, Cat Advisor at Woodgreen Pets Charity, to find out what it is cats want from their garden…

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Why make a cat-friendly garden?

Having access to the outdoors can be a really powerful way of stimulating cats, giving them a fulfilled life, and creating a strong bond with them. It can also help stave off some health issues.

“Cats who have access to the outside world are exposed to a constantly changing environment that is beneficial to both their physical and psychological health,” explains Samantha. “This stimulation provides opportunities for them to exercise and remain active, reducing the likelihood of obesity and related illnesses such as diabetes, heart disease, arthritis, and kidney disease.

Top tip You can find a list of common garden plants that are toxic to cats by visiting www.yourcat.co.uk/ cat-advice/cat-gardens/ which-plants-are-toxicto-cats/

“Being able to express natural behaviours, by having lots to play with and chase

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p t i p!

To To find more advice about cat-friendly gardens, visit www. yourcat.co.uk/catadvice/cat-friendlygardens/

outside, may also reduce the chance of some behavioural issues. A well-designed outdoor space for your cat will not only make them happy but also strengthen the bond between you and your furry companion.”

Safety first Before we get really excited about creating an idyllic haven for our cat, we need to first ensure that it is a safe space.

That very first consideration will be whether to make it an enclosed space.

While some cat owners want to give their cats full freedom to go where they want, other owners feel the risks are too high. Cat proofing the garden using fencing which means your cat can’t escape can be a great option.

While Woodgreen always recommends that cats are given the freedom to explore the outside world, in some cases it can be better for a cat to be kept in a secure, enclosed garden — for example for medical reasons, or if you live close to a very busy road. If you are choosing to enclose your garden, you can either purchase off-the-shelf cat fencing, or do it yourself with mesh secured to brackets around the perimeter of the garden. Just make sure your cat can’t escape by climbing over trees or tall bushes!

Another option is to build a large catio structure for them to access via a window or cat flap.

Once you have decided if you need to enclose your garden or not, you need to make sure it is safe and there is nothing that poses a threat to your cat.

“It is key to ensure that the outdoor space is safe for your cat,” says Samantha.

Check any garden fixtures, from shed rooves to outdoor furniture, are in a safe condition that won’t pose any risk to your cat. Greenhouses and ponds will need particular consideration. In addition, check there is no risk of your cat getting poisoned.

“Remember to research and avoid any plants that may be harmful to your cat,” says Samantha.

Your cat’s sense of safety While we know the garden might be practically safe, it may not give a sense of safety and comfort to our kitties. Cats have

evolved as a predator species but also prey too. Your cat will want to feel he can move stealthily around the garden and is at low risk of being exposed or ambushed by intruding cats — even if we know that they can’t get in!

“Wide-open spaces can be daunting and scary for some cats, especially if there are neighbouring cats lurking around,” says Samantha. “Therefore, you should provide hiding places such as behind patio furniture, shrubs, flower pots, and planters. These hiding places will help your cat feel secure in the garden and provide shelter in bad weather and shaded spots in the summer.

We also recommend thinking about the area your cat walks out to when they first enter the outside world and use items such as flower pots to enable them to feel sheltered immediately, allowing them to assess the environment.”

Height is important to cats as it allows them to gain vantage over their territory and watch out for any danger — or opportunities.

“If your garden lacks natural climbing structures, you can provide items such as sturdy logs, cat trees, or outdoor climbing platforms for easy access,” says Samantha.

Once your cat feels comfortable and in control of his outdoor space, he will be more relaxed and able to have fun, practicing his natural behaviours.

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What we like in our garden might not be what our cats will enjoy.

”

What to include in your cat-friendly garden While high up perches and lots of furniture to hide behind will keep your kitty happy, he will also likely enjoy getting out in the sun. It’s best to ensure there are lots of shaded areas so he doesn’t spend too much time in direct sunlight and he will appreciate shady spots under bushes which provide a natural parasol and below furniture where he’ll likely have a snooze.

Shelter is also particularly important in the bad weather too. It could be a good idea to provide a purpose-built outdoor shelter to which he can retreat to.

When it comes to enrichment, cats will love being outside practicing their natural behaviours, from chasing insects to working their claws.

“From climbing and exploring, cats use scratching as a way to mark their territory and condition their claws,” explains Samantha. “By providing appropriate

scratching surfaces, such as scratching posts or logs, you can encourage your cat to scratch, helping them scent mark and warn other cats that this is their territory while keeping their claws in great condition.”

When outside, cats will also enjoy a good forage too.

“Many cats will eat grass while outside, which can aid digestion,” says Samantha.

“That’s why providing cat-friendly plants such as catnip, catmint, and specific cat grass can be highly beneficial to their health. All of these will be attractive to your cat and you may find them nibbling at them or rubbing around them.”

As well as something to nibble on, it’s a good idea to provide them a source of drinking water. Some cats prefer more natural water, so you can leave a bowl out to gather rain water or if you have a water butt you could fill the bowl up from there.

What goes in must come out and as we know how precious cats are about having the right environment to toilet in — your cat will appreciate a good outdoor latrine.

“If looking to encourage your cat to toilet outside, find a sheltered space to put in some loose, non-toxic sand,” says Samantha.

Cats will want the privacy and many find sand a perfect substrate — just remember to check it regularly and clean it out.

As well as all the hiding spots, tasty plants, and scratching points, there is one thing that can make your garden even more fun: you! Why not head out and enjoy a game with your cat in the garden. Take a fishing rod toy, or whatever is your cat’s favourite game, and play with your feline friend. It doesn’t have to be too long but your cat will enjoy it and it will be just as good for your well-being too.

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About Samantha Sam has over 14 years of experience of working with cats at Woodgreen. She’s also equipped with a COAPE Diploma in Practical Animal Behaviour and Training.

In her wide-ranging role, she’s there for many of the rescue’s cats at every step of their journey to a loving home. From giving them hands-on care to offering advice to their humans, she’s had a hand in changing many cats’ lives. Most of Sam’s time is spent helping cat owners who are struggling with behavioural issues, while also supporting with any complex cases on site.

MORE INFO...

For more about how the charity helps animals, you can go to the Woodgreen website at www.woodgreen.org.uk

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CAT CARE

1 Whether it’s a stable log, tree, or outdoor cat tree, give your cat an outlet to scratch.

If you can, it is good if your cat can scratch while at full stretch.

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2 Natural sources of water often appeal to cats.

3 Plant your own kitty salad bar!

4 Find a private spot to create your cat’s outdoor toilet.

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5 Consider whether you want to make your garden enclosed.

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6 Whether it is on top of a shed or table, or putting perches on a garden wall, your cat will relish the chance to get up high and gain vantage over his outdoor haven.

7 Ensure there are lots of shady spots.

8 Place pots and planters around the garden to give your cat lots of things to hide behind so he can move around stealthily. Your cat will appreciate this particularly near the cat flap or where he enters his outdoor space.

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DOG ADVICE

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Your Dog is a sister brand of PPM

Lure and reward Your Dog’s expert trainer, Tony Cruse (TC), discusses simple preparation and techniques to help us teach our dogs the odd trick or two!

Presented by James Buzzel (JB). www.petproductmarketing.co.uk

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JB: Can all dogs do tricks? And what dog age is best to start doing trick training?

TC: Trick training is a funny definition, because, as my colleague says, all dogs do tricks; all training is tricks. If I ask a dog to sit, technically, you could say that’s a trick.

It’s kind of an enhancement to what we already teach them.

Regarding age, start as soon as possible.

Providing their limbs are strong enough and they’re healthy. There’s no age limit for tricks and that’s the beauty of them.

JB: Why do we teach dogs ‘tricks’ beyond the standard training such as a sit? Is it good for the dog or is it just for our own entertainment?

TC: I’ve been trying to get a definition of trick training, and the closest I could come to was that it’s a trained action or a behaviour, which tends to be fun. Normally used for entertainment or amusement – so it’s not always practical. It can be, but it’s more fun.

In addition to amusing us, the owner, trick training is a good way to strengthen your bond with your dog and to give your dog some mental stimulation. A dog that’s mentally stimulated is going to be more tired than a dog that’s running around an empty field with not much else to do.

Mental stimulation is very important to fulfil the dog’s needs. When you’re working with a dog and training your dog with these tricks, then you’re giving the dog what they should be getting.

JB: Which is the best environment to teach tricks?

TC: The best place to start any form of training is somewhere with low distraction.

If I stood in the middle of a field trying to train my dog, with other dogs running around, it would be difficult to teach my dog a new trick. However, if I was in the kitchen where there’s less distractions and it’s an area that he already knows, then it’s going to be a lot easier to get the basics.

Once you’ve got the basics, let’s say you’re teaching a hand touch – once my dog’s touching my hand reliably, I’ll then go outside into a field with less distractions and try to get the same behaviour. It is something that you can teach very easily at home and then take outside with you.

JB: How can we motivate our dogs to learn, and how long should these teaching sessions last for?

TC: In any training, the dog needs to be rewarded, otherwise they aren’t going to want to perform. They won’t work for nothing. It could be a toy or a treat, and

you need to use these as a lure. You’ll need to have the treat in your hand; the dog will follow the treat and, therefore, his body starts to move. That way, you start to teach the dog to follow your hand. Once the dog’s doing the behaviour, they get the treat. After about five repetitions of that, you bluff that you’ve got the treat in your hand. And guess what? The dog will still do it. The dog still then gets a reward for following your hand – a technique called ‘lure and reward’. It may be a treat, it may be a tennis ball. If you wave the tennis ball around when the dog does the action that you require, the dog gets the tennis ball. It’s a nice, easy, fun method.

JB: Does clicker training help?

TC: Yes, the clicker is a nice method. It tends to get the dog to remember the action a lot easier, and with a low reward.

What you would do is have the clicker as well as a treat, but you’d have the treat in your hand still. As soon as the dog is in the correct position, or the dog has completed the rollover - whatever it may be – you click to say “this is what I want”, then the dog gets the treat. The click means the dog is doing exactly what you want him to be doing. If I’m teaching a hand touch, I would put the treat in between my fingers and as the dog’s nose touches my hand, I’ll click and then give the dog the treat. Next

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I think the most important thing with these tricks is you’ve got to define them yourself. What do they mean?

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time my hand is there, he will repeat the behaviour. It’s sometimes a little bit quicker with a clicker, though you don’t necessarily need one for trick training. That’s what makes trick training so wonderful because it is quite simple and fun, and it doesn’t take an expert dog trainer to teach your dog to touch your hand, for example.

JB: Are there any other basics you would recommend teaching?

TC: There is another technique you can use, called ‘capturing’. This is used for an action that your dog will do anyway (outside of performing a trick). What you do is capture this action with a clicker and then you reward the dog, so he’s more likely to do it in the future. For example, I taught my dog to shake on command and the way I taught this was by ‘capturing’ the behaviour. When my dog was wet and he shook to dry off – which dogs naturally do, especially around the head – I clicked. I then gave him a treat, he shook again and then I touched his head, and I clicked and treated. Eventually, the

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DOG ADVICE action of me touching his head gave him the cue to shake, which, in return, he got a treat. That’s an example of a trick, and a very practical one! And that’s the ‘capturing’ technique.

JB: Do you still feel that any dog can learn simple tricks?

TC: Any dog can learn simple tricks. The obvious advanced trick trainers tend to be Border Collies because they’re very switched on. They’re also very good at learning patterns. I think it’s probably something to do with what they were bred for, such as rounding up, that kind of mentality. It’s learning chains and learning patterns – Border Collies are very good at that. With that said, any dog can do tricks.

The spin/twirl TC: I think the most important thing with

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these tricks is you’ve got to define them yourself. What do they mean? To me, a spin is a dog doing a complete turnaround anti-clockwise. A twist or a twirl, whatever you would like to call it, is in the clockwise direction. It’s very important that you define what you’re teaching first.

Let’s say I want to teach my dog to spin, which is where I’ll be able to do the spin action with my hand very quickly, and my dog will do a complete turnaround.

We’ll use the ‘lure and reward’ technique, where we have a treat in our hand. We put the treat by the dog’s nose, and we draw

a big circle in an anticlockwise direction, meaning your dog should follow the treat and do a nice little turnaround, and as he comes to face you, he gets the treat.

Repeat that a couple of times, drawing a big circle with your hands. The dog should start to realise that if they follow the treat, they’ll get to enjoy it. Once you’ve got it working three or four times with the treat, the magic is not to have the treat in your hand. What you will eventually be left with is the hand signal.

I bluff that I’ve got the treat, I draw a big circle, and then my dog follows my hand.

Then I give my dog a treat. He still gets a treat at the end, but he’s not following the treat whilst performing the trick. You’ll start off using a treat, and you’ll eventually end up just using a hand signal. Over time, you want to reduce the size of the circle you are drawing with your hands. Make it smaller and smaller over the space of a week or so, and you’ll be left with just a little finger movement. Your dog should still do a very enthusiastic spin around, which you can still reward with a treat.

Take your time, and don’t rush when you start teaching these tricks – and most importantly, have fun with it!

The leg weave TC:The leg weave is great fun. You see it a lot in heelwork to music. It can actually enhance your loose lead walking too. Of course, it does depend on the height of

the dog!

A leg weave is simply the dog coming from the side and going in between your feet to the other side. That’s all it is.

You need to step forward with your right leg, and in your right hand you’ll have the treat. You want to put the treat down on the other side of your right leg, so the dog sees the treat and goes under your right leg to eat the treat. You’ve now got your first weave.

Now try with your dog on the right side.

This time you throw the left leg forward, plant your left foot, and show your dog the treat on the left side, so your dog comes back through and under your left leg to get the treat. This will start very much as a lure, showing the dog the treat, so they go through and get it.

It’s important you throw your leg forward before showing your dog the treat, otherwise you could end up falling over your dog.

Hand touch TC: Again, it’s very important to define what we’re after. The way I teach the hand touch is by showing my dog my nice flat hand. I’ll say touch, and then my dog will target it with his wet nose – and that’s all he has to do. Just touch it like he’s touching a button on my hand. The beauty of this one is that you can have some great tricks with it. You can get your dog to move over to your hand, or to jump up to your hand.

The leg weave is used a lot in heelwork to music and is great fun. www.petproductmarketing.co.uk

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Practically, if your dog’s facing a distraction, you can then say ‘touch’ and bring your dog’s head around to target your hand.

Of course, once he has performed the action, he gets a treat. I’ll initially use a little prompt by putting a treat in between my fingers. I show a nice smelly treat with a flat hand to my dog’s nose. As soon as he sniffs it and puts his nose to the hand, I say ‘Good!’ or ‘Yes!’, and reach in and give him another treat. You put your hand away, display it again, and your dog will touch it, then reward with a treat. Now, after three or four repetitions of that, you get rid of the prompts at your fingers.

And guess what? The magic happens.

Your dog will still target your hand, so you’ve already taught your dog to touch.

Once it’s reliable, you then add the verbal cue. Now you’re going to say touch. Show your hand, wait for your dog to touch it, and then he gets rewarded.

You can then start moving your hand a little bit further away so that your dog travels through distance to touch it. You want to teach it nice and gradual, tiny increments at a time. Don’t sit your dog 500 yards away and say touch because it won’t happen.

“

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The w way I teach the hand touch is by sshowing my dog my nice flat hand. h d.

”

As the dog sees a treat and he comes through your legs to get the treat, lift the treat up slightly. You will need a mirror with this or a friend nearby. As you lift the treat up, the dog’s bottom should go down and you should end up with the dog sitting nicely behind you with a nose in between your knees – then he gets the treat.

It’s quite a useful trick. It does involve you turning your back on the dog, and you can advance that exercise. It’s a nice exercise to do, it looks good and once again involves you both working as a team.

Peekaboo TC: The way I’ve taught Peekaboo is for the dog’s nose to appear just between your knees, so the dog comes around the back and in between your knees, which is quite cute. You want to stand slightly ahead of your dog and plant your legs wide, and then simply show your dog a treat in between your knees.

SUDOKU

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

SPOT THE DIFFERENCE

PUZZLE ANSWERS

CROSSWORD

Across: 2 Pacman 6 Horse 8 Illinois 10 Spandau Ballet 11 Heart 12 Unicorn

Down: 1 Paella 3 Carbon Copy 4 Beyonce 5 Zeus 7 Alfred 9 Dan Brown

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PUZZLES

PPM Puzzles!

CROSSWORD Across

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

Down 1 What is the national dish of Spain? (6) 3 In the context of email, what does “CC” stand for?(6,4) 4 Which musical legend is Jay-Z married to? (7)

2 What classic video game requires you to eat all the dots throughout a maze? (3,3) 6 Which animal can be seen on the Porsche logo? (5) 8 In which state is the US city of Chicago? (8)

10 Gary and Martin Kemp were in which band? (7,6) 11 Which organ has four chambers? (5) 12 What is the official national animal of Scotland?(7)

5 Who is the king of the gods in Greek mythology?(4) 7 What is the name of Batman’s butler? (6) 9 Who wrote ‘The Da Vince Code’? (3,5)

SUDOKU

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SPOT THE DIFFERENCE Can you spot the five differences between these two pics?

See page 61 for solutions. www.petproductmarketing.co.uk

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