Clara Hewson, founder of The Muzzle Movement, was crowned the first winner of the PetQuip Rising Star Award. Here she explains how she has endeavoured to change people’s misconceptions surrounding muzzled dogs.

What prompted you to launch The Muzzle Movement?

I worked as a senior training and behaviour advisor in the UK’s largest dog rescue, alongside some of their most challenging cases. I felt frustrated at the lack of appropriate muzzles for the dogs in our care. I also had adopted a Pointer called Tolly who needed to be muzzled due to worries around strangers. It was difficult to experience first-hand the looks and comments from members of the public. I started an Instagram page called ‘The Muzzle Movement’ where I shared informative posts and generally advocated for safe muzzle usage. I shared my ideas of what would make the perfect muzzle and realised I wasn’t the only person looking for a solution. I decided to run a Kickstarter campaign with just an idea – and raised £46,000 in just 30 days! Sadly, Tolly was diagnosed with an inoperable spinal tumour, so he was never able to try one of the muzzles I designed for him. 

How did you set about changing the public’s misconceptions surrounding muzzled dogs?

We have always prioritised growing and nurturing a muzzle-positive community on social media – this has been amazing for changing the public perception of muzzles and helping to spread the message far and wide. We have also attended 10 events, from Crufts and DogFest, to several professional events and conferences, in an attempt to spread awareness. We have a member of staff whose job is education and engagement, and she has written blogs and magazine articles, and is currently working on a comprehensive muzzle training course. We also created a Muzzle Support Pack which contains lots of useful information about all different kinds of muzzles, the importance of good fit, tips for measuring your dog, as well as links to further information online. This is available free of charge for dog professionals to download.

Was it easy to create a new design for muzzles?
In some ways, yes. We have a pretty unique perspective in terms of designing and manufacturing a product, as we have so much experience working with dogs. Most of the team are trainers and behaviourists and we have 70+ years combined experience in rescue so we know what we want from a muzzle. We have learned something from designing and making every size, so we truly believe we get better every time we release a new muzzle.

What’s been the reaction to your range of muzzles?
Overwhelmingly positive! We have such wonderful feedback from our amazing customers, and it keeps us driving forwards. I recently spoke at BVA Live, a veterinary conference, and we had an overwhelmingly positive and excited response from vets and nurses. We also have a lot of customers who are dog professionals, from trainers and behaviourists, to groomers, physiotherapists and rescues, who love our product as well as our message and stance as a force-free company. It's fantastic to go to in-person events and have people come to the stall to chat, feel the muzzles, ask questions and shop. We have also worked hard over the last year to keep improving.

Do you sell your products mainly through your website?

Our business is predominantly online, with over 90% of our sales generated via our website, and 10% of sales coming from in-person events and fitting days we host at our unit twice monthly. Our website helps us to access people from all around the globe, with only 50% of sales generated from within the UK, so without our website we would lose access to supporting dogs worldwide. We are currently gearing up to offer wholesale/trade options which is exciting, and also challenging to navigate because we need to ensure our stockists uphold the same ethics and core values.

Are you satisfied with the rate of growth of your business?

We never expected to grow at the rate we have. We knew we were on to a good thing and we all genuinely believe whole-heartedly in our products and company so we have always been confident that would grow into an established business. Did we expect to become as big as we have, in just two years? Absolutely not! Sales and followers were steadily increasing month on month, and then the XL Bully ban came into place in the UK and it exploded. We have invested every penny back into the business and have released two further sizes, moved to a unit which better accommodates us and grown to a team of 12. This year has been wild and we have genuinely seen a shift in public attitude towards muzzles.

How did you feel when you won two PetQuip Awards?

I was completely overwhelmed. We have never won an award before, and it was so affirming to know there are people recognising what we are doing. The ability to showcase our brand to a room full of professionals was an amazing feeling, and the feedback we received was lovely. I think when you are running on a treadmill of the daily grind it’s easy to forget about the wider impact we are having. It was nice to step outside of our crazy bubble for an evening and just revel in everything we have been able to achieve so far.

For more information visit https://www.themuzzlemovement.com

Jollyes, the award-winning nationwide pet superstore, has introduced a raft of new support measures for new talent and longstanding colleagues as it looks to be one of retail’s best employers.

The discount retailer, which is now trading from over 100 stores across the UK with over 1,200 employees, is also launching an innovative programme called ‘fur-st impressions’ that lets those looking for their dream job working with animals to bring their pet with them to their interview.

Jollyes people are passionate about pets – in fact, a whopping 96 per cent of colleagues in the business are pet owners themselves. 

The passion and expertise this brings is part of the secret behind Jollyes’ reputation for service – a key building block of Jollyes’ plans as it prepares to more than double its retail pawprint to 250 stores over the next five years.

After a pilot, Jollyes believes making pets part of the interview experience eases the tension of job interviews and creates a more comfortable, authentic environment for both the interviewer and the candidate.

Frank Liddy, Director of the Belfast Mindfulness Centre, was supportive of the Fur-st Impressions initiative. He said: “Bringing your pet to an interview request showcases your authenticity, breaks the ice, and highlights your ability to nurture relationships – qualities that can translate into a warm, collaborative work environment.”

Jollyes has also launched a dedicated recruitment and careers website, which makes its application process and business benefits more transparent for applicants. 

Job interviews can be a daunting prospect, and Jollyes wants to give potential new hires the best chance to succeed. That’s why its new recruitment portal shows applicants what to expect in the interview process, as well as a steer on the types of questions they can expect. 

Job applications have skyrocketed to over 4,500 in its first few weeks following the pilot launch of this new portal – the same level received in the previous three years. 

New perks have also been introduced for current Jollyes colleagues, including a ‘career paws’ scheme, which will run across the business. 

Under the scheme colleagues will be entitled to take a career sabbatical of up to six months, while having an equivalent role within Jollyes retained for them to take up upon their return.

Career paws is the latest in a range of benefits for employees - and Jollyes is constantly looking at new ways to attract the talent it needs to grow at pace.

Other Jollyes benefits include:

• Birthday leave – a day off on a colleague’s special day
• A ‘top dog’ rewards scheme, which allows employees to nominate colleagues they believe deserve a little recognition. Winners receive a ‘Cat Nap Day’ of additional leave on Jollyes, alongside a badge and certificate.
• A ‘pet-eternity’ day for colleagues getting a new pet in the family
• Wedding / civil partnership – a week off for all colleagues on full pay when they get married
• Enhanced paternity leave – two weeks of full pay for new parents
• Enhanced maternity leave – Jollyes parents can now get full pay for six weeks for maternity leave
• A gift when colleagues have a baby, including through fostering or adoption
• An enhanced 20 per cent discount off all Jollyes services
• A discount for a partner or friend - after three months working at Jollyes, colleagues can nominate a second person to get an in-store discount
• Lifetime discount – after 20 years’ service a colleague will qualify for a discount for life
• New long service award badges for 5, 10, 15, 20, 25 and 30 years’ service – Jollyes has some of the most loyal colleagues in retail with a dozen colleagues on the payroll for over 25 years.

These are all in addition to a broader range of benefits colleagues enjoy, including big discounts with a number of partner retailers.

For the first time, Jollyes was named as one of The Sunday Times’ best big companies to work in 2024.

Jollyes people director Claire Goldenberg said: “Our engaging and passionate colleagues are what sets Jollyes apart as they support pet parents in their communities who value their expertise and care.

“That’s why creating the right support for our people, from their very first interview and through their careers here at Jollyes, is so important to our ambitious growth.

“Whether it’s having your four-legged friend by your side to calm your nerves during the interview or having the opportunity to take the career break you’ve always dreamed of, we aspire for Jollyes to be a place where colleagues are able to build a long and rewarding retail career.

“It’s a hugely exciting time for our business, with new investment which will see our store estate and headcount more than double in the next five years. 

“But our success rests on recruiting and retaining the very best people for dream jobs working with animals and giving a helping hand to those that love them.

“That’s why we are always working on new ways we can make a career at Jollyes one of the first to consider when building a retail career.”

Jollyes is now trading from 106 stores across the UK, and will open an additional three stores before the end of 2024 in East Kilbride, Leyland and Cardiff. It recently was named UK Multiple Retailer of the Year at the PetQuip Awards 2024.

Just for Pets has expanded huge fashion range to include household names like Barbour, BOSS, Joules and Tommy Hillfiger. 

These designer brands have been introduced in a department store style format at the Just for Pets store at Ventura Shopping Park Tamworth.

The store also stocks a variety of well-known pet fashion brands including Bully Billows, Cocopup, Twiggy Tags and DOG, a brand carefully crafted in the Cotswolds and Yorkshire.

Andy Winwood, store manager at Tamworth, said: “We’ll have a huge range in store to offer customers this holiday season, there’s something for all dogs which can be difficult to find in a physical store location. 

 “The team are trained in force-free fittings and are always happy to help customers try on different items from coats and puffer jackets to collars and leads.” 

Pets are always welcome at Just for Pets stores, and owners can find the Tamworth store at Ventura Shopping Park Tamworth B78 3HB (next to Matalan, Superdrug and Curry’s).

A puppy, which took part in the Grooming Workshop at PATS, has since won a major honour at a championship dog show.

Victor, an Australian Shepherd, was given a trim by groomer Lisa Oliver-Bridges, of For All DogKind, during PATS. The 10 days later he went on to win Best Male Puppy at at South Wales Championship dog show. 

Comments from ring side included ‘what a beautiful shine on his coat’. 

The latest concession to open at a Bradford garden centre is an established family pet and animal supplies business, The Blue Barn.

The 1,500 sq ft concession at Tog Garden Centre stocks a wide range of pet supplies and animal feed, covering everything from small animals and poultry to horses.

The Blue Barn concession will be managed by experienced retailer Daisy Woodrow who worked for Pets at Home before joining The Blue Barn. She said: “The Blue Barn at Tong will sell the UK's leading dog and cat food brands and The Blue Barn's own award-winning ranges of ambient and frozen dog and cat foods and natural treats.

“We're really looking forward to getting to know the pet owners who visit Tong Garden Centre. We provide advice on all aspects of animal care, from fitting harnesses to help selecting the right feed for your dog, cat, horse, small animal or farm animal. We are pet and animal lovers ourselves and understand the importance of getting it right.”

Tong Garden Centre manager Paul Adams welcomes the new concession: “The Blue Barn is an established specialist independent pet business with staff trained to help and advise customers on a wide range of pet and animal matters from nutrition and feed to behavioural issues.”
 

The Blue Barn is a family-owned business established in a large blue barn in Pool in Wharfedale in 1984. It offers daily deliveries to its customers across Yorkshire.

Tong Garden Centre is a member of the Yorkshire Garden Centres family that includes Tingley, Otley and Bingley Garden Centres and Dean's York and Scarborough.

Leading pet genetics brand Wisdom Panel is launching a pioneering behaviour insights feature in its portfolio of dog DNA tests, making it the only dog DNA service to characterise the genetic links driving dogs' individual tendencies, from splooting to anxiety and so much more. 

Powered by Wisdom Panel's database of over 4.5 million pets, 1.5 million veterinary medical records, and 200,000 survey responses from pet parents, Wisdom Panel Behaviours empowers pet parents to make more informed decisions about their dog's care. 

By gaining a deeper understanding of their unique dog, pet parents can:

• Tailor training based on their dog's genetic and breed-based predispositions
• Anticipate potential behavioural tendencies and address them proactively
• Personalise care based on individual genetic insights

Historically, pet parents have had limited access to genetic information about their dog's behaviour, leaving them to guess what's behind their pet's motion sickness, reverse sneezing, scooting, or even willingness to get wet. Wisdom Panel Behaviours unlocks a new level of understanding that not only helps pet parents make smarter decisions about their dog's care but also strengthens the bond they have with their pet.

A huge amount of research and development has gone into Wisdom Panel’s behaviour insights feature,” said Oliver Forman, Genetic Research Director at Wisdom Panel.

“We hope the creation of this ground-breaking tool to predict a dog’s unique behaviours, including sociability, weight tendencies, and sleeping habits, will empower pet parents to understand the ‘why’ behind their dog’s quirks, and to build a routine to enable their dog to thrive.”

Wisdom Panel performed rigorous analysis to deliver this first-of-its-kind product feature. Instead of identifying one genetic variant per test, Wisdom Panel's behaviour insights are powered by statistical models that rely on hundreds of informative genetic variants and breed ancestry proportions for each behaviour. 

Wisdom Panel Behaviours is available now through its website.

Fettle, a leading provider of 100% natural wholefood pet supplements, has announced plans to relocate to a new facility by the end of 2024. This move marks a significant step forward for the company, allowing for improved manufacturing and dispatch efficiency through the acquisition of new machinery and equipment.

The new facility will be equipped with Fettle’s first blending machine, enabling the company to create its very first wholefood blends. The team has been diligently working on a pioneering blended recipe that will include five wholefood ingredients. This innovative product aims to disrupt the joint supplement market as the first of its kind not to use synthetic ingredients, providing pet owners with a high-quality, natural alternative for joint support.

“We're incredibly excited to move into our new facility,” said Alex Taylor-Grout, co-founder of Fettle. “This transition will give us the space we need to further improve our operational efficiency and manufacturing capacity, allowing us to grow. It will also enable us to expand our product range thanks to the new blending equipment we will be investing in, adding significant value to the pet nutrition market. We are committed to spreading awareness among consumers about the benefits of wholefoods, providing more choices for pet owners alike.

“Fettle isn’t just another pet brand – it’s a piece of our lives. It embodies our belief that pets deserve the same level of care and consideration that we give ourselves. we invite you to join us on this journey, a step towards a world where pet wellness is personal, simple, and nutritious.”

The new facility will enhance Fettle’s ability to dispatch orders more quickly, ensuring customers receive their products without delay. Additionally, the investment in new equipment will support ongoing product development, leading to a wider array of beneficial supplements designed to keep pets healthy and thriving.

For more information about Fettle and its upcoming product offerings visit https://fettlepets.com/

Luxury air-dried treat and food manufacturer The Innocent Hound has launched its highly anticipated Christmas range, featuring an array of delightful treats that are sure to make this festive season extra special for pet owners and their furry friends. 

The entire range is air-dried, meaning it is never cooked or exposed to high temperatures, thus maintaining the natural nutrients of the high-quality ingredients. This makes them perfect for raw feeders.

“Christmas is always an exciting time of year for us here at The Innocent Hound,” said Chloe Heaton, founder and director of the Innocent Hound. “We’ve created a beautifully packaged range which we think will delight both owners and hounds alike. Launching two new products to the range has rounded out the collection, creating the perfect opportunity for dog owners to treat their hounds, whilst knowing they are enjoying nutritious air-dried treats.”

The Innocent Hound introduces the new Festive Turkey Treats, made with 60% British Turkey, alongside yule tide favourites, parsnip & cranberry. These limited-edition treats come in beautifully designed festive 70g packs and make for a perfect high value reward during the winter months. 

The other new product is the Christmas Treat Box, which contains two 90g bags of festive treats, including Venison & Apple Bites, and a Christmas classic flavour of Pork, Sage & Apple Sausages. 

Both Festive Turkey Treats and the Christmas Treat Box are available now, and have RRPs of £5.50 and £14.00 respectively.

For further information email orders@innocentpetcare.co.uk

Chuckit! has launched a new Eco Fetch range, designed to elevate playtime for dogs while promoting a healthier planet. Just in time for National Fetch Day on October 19th, these eco-friendly toys encourage dogs and their owners to get outside, stay active, and strengthen bonds through the joy of fetch.

The Chuckit! Eco Fetch range features three innovative products - the Eco Fetch Ball (RRP £5.99), Eco Fetch Stick (RRP £9.99) and Eco Fetch Launcher, which comes with a compatible Eco Fetch Ball (RRP £12.99). Each toy is made from 40% recycled rubber taken from Chuckit!'s popular Ultra, Erratic and Rebounce Balls, along with 40% recycled resin. This sustainable manufacturing process ensures every toy is unique, helping to reduce waste without sacrificing the performance or durability Chuckit! is known for. These toys are so unique, no two are alike!

With vibrant colours and ergonomic designs, the Eco Fetch range enhances visibility and ease of use, making outdoor play sessions even more enjoyable for both pets and their owners. As more pet parents seek more environmentally friendly products, Chuckit! Eco Fetch meets this growing demand, combining fun with eco-consciousness.

After receiving outstanding feedback in the USA, the Eco Fetch range will now be a permanent offering in the UK, available exclusively through Pedigree Wholesale. With Chuckit!, you can provide your customers with a sought-after, high-quality product line that supports sustainability and boosts your profit margins.

Visit https://petproducts.co.uk/chuckit/ or speak to your Business Development Manager for more information.

Paleo Ridge has launched of two new boneless meals as part of its popular Classic range. Available in Beef and Lamb flavours, these single-protein meals contain high-quality meat and offal, made exclusively from high welfare British meat. 

The new boneless meals feature all-natural ingredients, offering a healthy, species-appropriate option for dogs who cannot consume bone. They provide essential nutrition without the bone content making them a complementary meal, an ideal choice for post-surgery recovery or pets with other medical conditions. Each product offers a single protein, perfect for dogs with food sensitivities or intolerances. 

The flexibility of the Classic Boneless range makes it easy to incorporate additional ingredients to tailor each meal to a dog’s unique needs. 

In addition to benefiting dogs with specific dietary needs, the boneless meals are also popular among pet owners who enjoy preparing their dog’s meals themselves. With 1kg packs available, they offer convenience alongside premium-quality ingredients. 

"We’re excited to launch these new boneless meals, giving pet owners even more options when feeding their dogs naturally," said Tyler Daly CEO of Paleo Ridge. "Our Beef and Lamb meals are crafted with high-welfare British meat, ensuring dogs get the best nutrition while supporting ethical sourcing." 

The new boneless meals will be available to order online from Wednesday 9^th October and in selected stores. Classic Boneless Beef 1kg is available at £5.20 per pack and Classic Boneless Lamb 1kg is available at £5.60 per pack. 

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Leading dog chow toy brand TastyBone, which specialises in innovative and durable dog chews, has shared some essential tips on how to engage dogs’ natural chewing instincts in a productive, enjoyable way. 

Rosie Assitt, Brand Manager at TastyBone, explains: “Chewing is a natural, instinctive behaviour for dogs, but when it becomes excessive it can quickly turn into a destructive habit. Many dogs chew to deal with anxiety or boredom, especially if they’re left alone for long stretches of time. 

“Fortunately, there are effective strategies to curb destructive chewing while addressing the underlying causes such as boredom and anxiety. By providing appropriate alternatives and enriching your dog’s environment, you can significantly reduce your pooch’s urge to chew on inappropriate items.

“TastyBone chews not only satisfy dogs’ natural instinct to chew but also engage them in a fun, productive activity. The chews are infused with irresistible flavours throughout, keeping dogs occupied for hours and preventing them from feeling bored or anxious. Plus, TastyBone offers a variety of flavours that keep dogs interested and entertained for extended periods.

“Implementing our practical tips can help you guide your dog towards healthier chewing habits and create a more harmonious living environment.”

EXPERT TIPS TO STOP YOUR DOG FROM DESTRUCTIVE CHEWING

1. Keep your dog mentally stimulated
Boredom is a major trigger for destructive chewing. Ensure your dog remains mentally engaged by incorporating interactive games, stimulating activities and regular training sessions into their routine. TastyBone’s range of chews not only entertain but also help alleviate boredom by keeping your dog occupied for extended periods.

2. Use positive reinforcement
Positive reinforcement helps your dog associate chewing on the right objects with favourable outcomes, reinforcing good behaviour and reducing destructive habits as a result. We recommend offering praise and rewards when you find your dog chewing on their TastyBone rather than your belongings.

3. Increase exercise and playtime
Physical activity is crucial for reducing anxiety and boredom, both of which can lead to destructive chewing. Ensure your dog gets plenty of exercise through regular walks and play sessions that expel excess energy.

4. Address underlying anxiety
Your dog’s chewing may be a response to anxiety or stress, prompting them to exhibit destructive behaviours. We recommend using calming aids or consulting your vet for further advice if you think your dog needs additional support. 

5. Provide engaging chew toys
To redirect your dog’s chewing from your belongings to something more appropriate, offer a variety of engaging chew toys. TastyBone chews are designed to be irresistibly flavourful and durable, providing a long-lasting outlet for your dog’s chewing instincts. By keeping your dog’s interest piqued with these chews, you can reduce the likelihood of them destroying household objects.

For more information about TastyBone, part of the Pets Choice family of brands visit www.tastybone.com  or  www.petschoice.co.uk

A leading canine first aid trainer gave a special talk on the subject at the Garden Centre Expo this week.

Rachel Bean, who travels the world teaching the iPET Network qualification in canine first aid which she wrote, appeared as part of a Pet Industry Federation's drive to get more garden centre workers clued up on the safety side of being more dog friendly.

Rachel said: "This is such a huge event, and I'm really proud to be using my skills to help spread awareness of this important issue.

"So many places are now dog friendly which is so wonderful, and we believe that all of these venues should have someone on sight that can save a life if needed."

The Garden Centre Expo 2024 enabled business professionals to make strong and valuable connections for the future development of garden retail – from start-ups, small and growing businesses to large organisations, both groups and independents.

The event combined an exhibition with a carefully designed conference programme, helping companies to drive business growth through effective product selection, sustainability, innovation and technology.

The British Independent Retailers Association  has responded to the government's proposed changes to the Employment Rights Bill, expressing cautious optimism about the consultation process while emphasising the need for careful consideration of the independent retail sector's unique challenges.

The bill, set to overhaul significant aspects of UK employment law, includes provisions for extended parental leave, changes to flexible working rights, new protections for workers in the gig economy, and alterations to the rules governing zero-hours contracts.

These sweeping reforms could have far-reaching implications for independent retailers across the country, potentially affecting staffing structures, operational costs, and overall business models.

Andrew Goodacre, CEO of Bira, said: "We are pleased that the proposed changes will go through a process of consultation after the Act becomes law. It is vital that the government works with independent retailers to implement the changes with the least possible disruption to the businesses. While we support measures that enhance workers' rights, we must ensure that these changes don't disproportionately burden small independent retailers who often operate on tight margins.

"The consultation process will be crucial in striking the right balance between protecting workers and maintaining the viability of our high streets. We urge the government to consider the unique position of independent retailers, who may lack the resources of larger corporations to easily absorb significant changes to employment practices," he added.

Bira, which works with over 6,000 independent businesses of all sizes across the UK, emphasised the importance of a nuanced approach to implementing new employment regulations.

Mr Goodacre said: "Independent retailers often have close-knit teams and more flexible working arrangements, which could be impacted by one-size-fits-all legislation. Particular concerns from us also include the potential administrative burden of extended parental leave on small businesses and the challenges of implementing new flexible working rights in retail environments where customer-facing roles are essential."

Oh So Precious will be supporting the Blue Cross UK Charity with a personalised pet bauble this Christmas.

The profits from every bauble sold will go directly to the Blue Cross.

Helen Davies, owner of the Lovely Gift Group, said: "We have a range of initiatives and sales opportunities for Oh So Precious with the Blue Cross planned for 2025, so it's great to be able to launch our relationship at this time of year with a brilliant charity project. 

“Personalised baubles are hugely popular, whether to celebrate the living or remember those we've loved and lost so we hope we can raise lots of money and share the love this Christmas."

With a wealth of brilliant young talent in canine activities, the achievements of some are breathtaking, as CSJ well knows…but even they were amazed on hearing from teenager Max Glover.

Sixteen-year-old agility competitor Max was told by his CSJ supplier to share his stunning list of success with the company, including representing Team GB at the Junior World Championships for the past three years, winning four Gold Medals plus three Silver and three Bronze.

The story continued to unfold as Max revealed that he’d been competing in agility since he was four, and currently runs four dogs at Championship level and started competing with his young Sheltie in May this year.

He said: “This year has been an incredible year for me nationally and internationally as I also won two Championship tickets and a reserve ticket with my Border Collie Sushi, qualifying us for the Championship Class at Crufts 2025. 

“I have recently qualified her for the Kennel Club Agility Stakes at the London International Horse Show in December where I will also be competing with my young dog in a final at Discover Dogs.”

Max also revealed: “My parents and I have 10 dogs between us who have all been fed on CSJ for a number of years. Our  seven competing dogs are fed on CP30 and the older ones on Complete Tripe which they thrive on.”

CSJ’s Ceri Rundle said: “Wow, we are delighted to have heard from Max and wish him well for the future – it is sure to be bright!”

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

Derby-based Trusty Pet Supplies has been named UK Pet Retailer of the Year in the prestigious PetQuip Industry Awards 2024. Director Hannah Edmondson reveals the secrets of her company’s success.

“We are thrilled to have won this award as it means the world to our family and the wider team,” said Hannah. “The business has been the biggest part of our lives for the past 25 years and we work tirelessly throughout the year to provide the best service and products for our customers. It is amazing to be recognised for all our hard work.”

How long has the business been operating?

“Established 25 years ago, we have two physical stores in the Derby area as well as an online presence via our website, Amazon, eBay and TikTok. We carry over 7,000 lines and serve over 250 customers per day in our stores plus a further 800 via our websites. We cater for all pets such as dogs, cats, all small animals, caged birds including parrots, budgies etc, fish and all reptiles! We are arguably the biggest raw food store in the country with around 49 freezers and 25 brands in our Superstore on the Kingsway Industrial Estate, Derby.”

What makes you different from your competitors? 

“We are a three-generation family run business and we pride ourselves on our exemplary customer service and our loyalty cards. We have over 15 different loyalty cards offering customers a bag of food for free, as well as our own £10-off instore money off card. We are extremely knowledgable and aim to provide customers with the best advice for their pets, which is why we have a huge customer retention rate. We have customers travelling 30 miles plus to come and visit us in the Superstore to visit our raw range of dog and cat foods as we carry such a large amount of stock.”

How do you attract and then retain customers? 

“Word of mouth has always been the best way to gain customers – we are recommended by so many people in the local area. Our loyalty cards, which have been running since 2009, have meant customers keep returning as they will receive £10 off or a free bag when their cards are full.”

How involved do you get in the local community?

“Our first store is in the heart of Mickleover village and so we get involved in many local activities and sponsor the local football teams/stadium etc. We have recently taken on an advertising board near the local hospital and on a main road which has brought many new customers to our stores who didn't know we were here before.” 

How important is social media?

“A recent venture has seen us using TikTok, where our most popular video has over 1.6 million views. We post multiple videos per day and have gained a brilliant following on this platform. We do regular email marketing with money-off vouchers and discount codes which again brings many people to the website and we do a similar thing in store around Black Friday.”

For more information visit www.trustypetsupplies.co.uk

See below a gallery of pictures from the award-winning pet store...

Leading manufacturer Pets Choice Ltd has agreed to purchase, from PetLife International Ltd, a number of brands to strengthen its product portfolio in the premium sector. 

These brands are Otodex, FormulaH, Conficlean2, Welpi and Cimicat, and Pets Choice will take over sales from 1st November 2024. 

CEO of Pets Choice, Tony Raeburn (pictured above) said: “This is another fantastic acquisition for Pets Choice of five well established brands as we continue our drive into product premiumisation. We look forward to welcoming new customers to Pets Choice as well as being able to offer these brands to our extensive and loyal customer base, helping us to further consolidate our position as a leader in the pet care industry.”

CEO of Petlife International, James Hancock, commented: “I have known Tony for many years and when we made the decision to sell some brands, enabling us to concentrate and invest in our Vetbed manufacturing division, Tony was our first port of call and Pets Choice are the perfect fit to drive these fantastic brands to the next level.”

These brands will now join Pets Choice’s family of pet brand offerings, including Webbox, Bob Martin, Felight, TastyBone, Vet’s Kitchen & Hownd.

Pets Choice continues to expand and bring in additional head count to meet its business demands. The addition of new brands and other business growth opportunities, mean that further job opportunities will be made available and shared. For more information and to apply, visit: https://www.petschoice.co.uk/join-our-pack

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

PATS has smashed all records with its first-ever three-day show at Telford in Shropshire, attracting its highest ever attendance figures since the event was launched in 2009.

A total of 3,541 visitors – made up of retailers, buyers, groomers and industry professionals – came through the doors of the Telford International Centre in Shropshire, which was 52% higher than the previous record set last year.

The largest-ever PATS show, staged in four halls and including an Aquatics Zone for the first time, closed with visitors and exhibitors agreeing it had been a huge success, with the event delivering an unrivalled platform for the launch of hundreds of exciting new pet product innovations. 

Show director Gordon Thomas said the visitor attendance record, backed up by the highest number of exhibitors (more than 340), was clear evidence of the event’s popularity. 

“Overall, the response to PATS 2024 has been excellent and positive, and proves that the pet industry is firmly behind this show. Also, the reaction to news of our move to the NEC Birmingham in 2025 has been greeted with enthusiasm by both exhibitors and visitors.”

The overwhelming reaction to this year’s PATS from exhibitors was one of great delight.

Helen Davies, founder of Oh So Precious, said: “It was another terrific coming-together of passionate people working in the pet trade. We heard lots of positive thoughts about moving to the NEC from visitors, so we have already booked our stand and are looking forward to PATS 2025.” 

Zara Igoe, head of marketing at Eden Holistic Pet Food, agreed that it had been a highly successful show, adding: “PATS is not just a trade show, but a thriving hub of connections, creativity, and collaborations in the pet industry. From the very first conversation to the final handshake, our time at PATS was filled with engaging discussions. We can’t wait to reunite with our industry partners, new friends, and loyal customers at next year’s show.”

New exhibitor HugglePets was thrilled with the “incredible response” the company experienced at PATS.  Sales and marketing director Tom Gwilliam said: “The three days were absolutely brilliant, giving us the opportunity to connect with many new and existing customers. PATS proved to be the perfect platform for launching our new catalogue and introducing over 350 brand-new SKUs. We can't wait to be a part of next year's event at the NEC.”

The Canagan Group also reported having a great show. Joint managing director Charlie Williams commented: “It was lovely to reconnect with our existing customers while also having the opportunity to meet potential new ones. We were thrilled to launch three new ranges, all of which have sold amazingly well, further highlighting the value of this event for showcasing our innovations. Looking ahead, we believe that the NEC could offer significant advantages, including improved transport links and a larger venue to accommodate a growing number of exhibitors and visitors – both will enhance the overall experience.”

Jonathan Collin, sales director at Bugalugs Pet Care, said: “PATS 2024 came and went in a flash. We had many great conversations and built many new relationships with some truly great businesses, as well as enhancing our relationships with all our existing partners. PATS truly is a wonderful event that showcases the best of our industry and something we look forward to each year.”

The new Aquatics Zone proved to be a great addition to PATS, with exhibitor Ben Windeatt, sales & marketing director of J&K Aquatics, stating: “It was great to see the Aquatics Zone sold out and full of exhibitors. For us at J&K it was a pleasure, as always, to catch up with a good number of our longstanding customers as well as meet with and introduce our brands and product ranges to potential new ones. Hopefully the new format for 2025, moving into a larger venue, capable of accommodating even more exhibitors, and with better air, road and rail access, will encourage even more visitors, allowing the show to grow in the years to come.”

PATS 2024 also got the thumbs up from visitors.

Phil Moore, CEO and founder of Murphy’s Dog House, Redditch, said: “PATS is exceptionally well organised, easy to navigate and very professionally executed. It provides a perfect opportunity for us to see new products coming to market, and to engage with existing and new suppliers.”

And Kirstan Powell of Muddy Paws Pet Supplies & Groomers in Bodmin, added: “PATS is a fun friendly show and a great place to do business. I will definitely attend next year’s show. Every year it’s well worth our journey from Cornwall.”

The final word was left to exhibitor In Vogue Pets with director Jonothan Goodman stating: “PATS 2024 was wonderfully manic – really, just so good. The move to the NEC is going to be a game-changer. It’s a great venue and the communications and travel are so easy – just get off the train and you are there.”

Date for the diary: 

Wolf & Badger, a leading global marketplace for independent brands, has announced the launch of a new Pets Category, offering a curated collection of premium, ethically-produced pet products. 

With this expansion, Wolf & Badger brings its commitment to craftsmanship and conscious practices into the world of pet care, ensuring that pets and their owners can enjoy luxury without compromising on values.

The new category offers a diverse range of items, including stylish accessories, eco-friendly toys, organic grooming products, and sustainably made pet wearables. 

Each product is handpicked to reflect core Wolf & Badger values: supporting independent designers, prioritising quality and flair, as underpinned by fair production. 

The selection ensures that pets can now enjoy the same high-quality and eco-conscious lifestyle as their owners.

Key highlights include:

• Luxury Pet Accessories: Handcrafted collars, leashes, and beds made from sustainable and cruelty-free materials.
• Eco-Friendly Toys: Safe, durable toys crafted from recycled and biodegradable materials, ensuring a low environmental impact.
• Organic Grooming Products: Natural and organic shampoos, conditioners, and wellness products free from harsh chemicals, designed with pets’ health and the environment in mind.
• Fashionable Pet Wearables: Stylish, functional clothing and accessories for pets that are made with responsibly sourced materials, ensuring both comfort and eco-consciousness.
• Festive pet gifting: the selection of pet products from independent brands is ready for the gifting season.

From small independent makers to pioneering eco-friendly designers, pet owners can shop with confidence, knowing they are supporting brands that have a positive impact on both animals and the environment.

The launch comes at a time when more individuals are seeking luxury and eco-conscious alternatives for their pets. The Wolf & Badger Pets Category promises to cater to this growing demand, offering discerning customers a way to provide for their pets while upholding their ethical values.

To explore the new category, visit: www.wolfandbadger.com/uk/category/pets

More pet companies should consider apprenticeship schemes to help them thrive. That’s the view of Mat Priestley, who has seen his business Dogs Play Daycare grow significantly after adopting a traineeship programme.

Dogs Play Daycare has been ranked 13 as one of the Top 50 SME Apprenticeship Employers, recognised for the quality of their programmes.  

Mat spoke to Pet Trade Xtra about why his company invested in these training and employment schemes and how they helped the business to develop.

When was Dogs Play Daycare established as a business?

Dogs Play Daycare started trading in June 2015.

Can you share more information about your employees at Dogs Play Daycare and the various training schemes they’re involved in?

As we are licensed, like all dog daycares in the UK, we need staff qualified to work in the animal care industries or staff working towards an animal care qualification. We currently employ six full-time staff and six apprentices, 10 of those are working towards animal care qualifications.

Why did Dogs Play Daycare decide to invest in these training and employment schemes?

Primarily, we wanted to have a measured and measurable foundation of knowledge for all the team which provides us with a benchmark standard. This helps us do more bespoke training and ensures we meet the requirements needed to maintain our license. Additionally, it helps us develop a set of procedures that keep the team and our customers safe, whilst also keeping the business strong as we are always moving forward and developing our capabilities.

How Dogs Play Daycare benefit from these training and employment schemes like apprenticeships?

The Animal Care sector is growing in the UK and since 2018, the Animal Welfare Act has required that those working in this sector being Animal Care qualified. These changes are important in keeping the industry safe and ethical, but it has meant that a skills gap developed. We have known the business attracts people looking for their first job and so the majority of applicants are entry-level and don’t have qualifications. However, the Level 2 Animal Care apprenticeship fills this gap perfectly. We get the opportunity to bring people into our business who aren’t qualified, and we can upskill them on the job. This means we have a team who are skilled in the way we need them to be, and we can shape them to fit our business needs. On a wider level, it also helps to bridge the gap for the employee from school to the workplace.

How do your employees benefit from your training program?

We have noticed a theme amongst our team, past and present, that many tend to have found traditional school and learning in a formal environment difficult – it hasn’t suited them.   The apprenticeship scheme opens up a different way of learning – which still leads to a qualification, and it is in a workplace environment which sets them up for future employment and or learning. This is a great confidence boost – it’s great to watch individuals flourish in the process. Not only do we help them achieve their qualification in Animal Care, but we try to give them skills for future life. For instance, self-appraisals and communication training are two areas in which we try to provide additional support to our team.

You recently ranked 13^th as one of the Top 50 SME Apprenticeship Employers, what does this mean to you and your business?

We are really pleased to be ranked 13^th as one of the Top 50 SME Apprenticeship Employers, for 2024 and to be recognised for our hard work as a business. It also reflects our team's dedication to the role which led them to achieve their distinction grades. Our customers have also fed back that they also love that we spend time formally training the team, and it gives them confidence in the service we offer.  We’ve also built links with the community as we’ve worked with local schools to find future candidates to help us plan further out, which is mutually beneficial.

What do you think made you stand out to perform so highly as an apprentice employer – what makes the work you do different? 

We integrate the apprenticeship qualification into our business processes fully, which has been a real game changer. By working and collaborating with our provider, we have broken the qualification down into 10 modules and our provider comes in-house to do all the learning and reviews. We found this to be a helpful approach by offering additional “off job” and “on job” learning, which looks at each module of the qualification through the lens of the business and the customer. Each apprentice gets to experience a way of learning that works for them.

Why do you think it's important for businesses to consider training schemes and apprenticeships?

We feel apprenticeships offer the opportunity for businesses to bring people in that can offer a fresh perspective on our business processes and how we operate, whilst offering a commercially beneficial foundation qualification and training framework that keeps employees engaged.

Do you have any advice or tips for other SMEs looking to offer apprenticeships and training schemes?

Yes, my top tips are:

1. Look up The Department for Education’s (DfE) Skills for Life campaign website, which provides training and employment scheme information for employers.
2. Pick a training provider that wants to work within your business as a partner, so you can align on how best to deliver the qualification for both the learner and the business.
3. Integrate the qualification into what you do and how you do it, this makes ‘off job’ learning hours part of what you do and not an additional cost to the business.
4. Breaking down the qualification into modules makes it easier to see where individuals are struggling and need extra support, which in turn helps reduce dropout rates.

For those interested in learning more about how apprenticeships can benefit their business click here.