In This Issue
Private equity firm sells off remaining stake in Pets at Home
Pets at Home faces £2million bill over store closures
Pet retailer bucks online shopping trend
Pet food firms hit back at raw food claims
Exciting plans for the UK’s National Pet Trade Event
Putting an end to puppy farming in the UK
Leading UK firms heading for Gobal Pet Expo in March
Don’t make owning more than one cat a ‘cat’astrophe
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Ex-Commercial Director at Vital becomes Fish4Dogs Sales Director
Pet expert raises 'pre-pup' issue as Ant McPartlin's custody row over dog is revealed
Mars hires new sales director
Prestigious award for WildWash at international trade event
AmPet Products wins Innovation & Excellence Award
The best of the previous Pet Trade Xtra
Pets at Home to close all seven of its Barkers high street stores
Sainsbury’s extends pet range with new food launch
Pet food firm launches new franchise business
£1.5m new investment at Inspired Pet Nutrition site
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Ex-Commercial Director at Vital becomes Fish4Dogs Sales Director

An experienced pet trade specialist, who loves to mountaineer in her spare time, is set to take Fish4Dogs to new heights as its Sales Director.


Sarah Fowler has joined the Worcestershire-based premium pet food manufacturer to drive sales in the UK and Europe and increase brand and product presence in stores.


She has 17 years’ experience in the pet sector, with great knowledge of European retail and wholesale networks. Sarah was previously Commercial Director at Vital pet wholesale.

Said Sarah: “There is a massive opportunity to broaden the range of Fish4Dogs in UK trade outlets.


Fish4Dogs has a wonderful product range, which delivers on quality and brand promise. It has a very loyal direct to consumer base and sells well in-store where pet shop owners fully understand the benefits of feeding fish to dogs.” 


“I’m excited by the challenge of bringing Fish4Dogs excellent range of food and treats to more and more customers, via pet shops around the UK and in mainland Europe.”


A graduate of Oxford Brookes University, where she achieved a BA Hons in English Lit and History, Sarah is skilled in strategic development and creating strong growth for premium brands via pet wholesale and retail channels. 


She is a staunch advocate of “pet first – quality food and treats – heathy dogs – happy owners” which was a key objective in her buying and marketing work with Vital.


In her spare time, Sarah, enjoys hiking, mountaineering, running, skiing and travel. She has ambitions to run a marathon and ultimately climb the Alps but has a more realistic objective in the short term - to complete the Wainwright routes of the English Lake District.


Fish4Dogs CEO Graham Smith, said that he was delighted to have Sarah as part of the team.


“Sarah has a thorough and comprehensive knowledge of the industry, she understands our brand and the values which underpin it. Her expertise and passion for the business, will help our continued growth and develop new sales opportunities to give consumers greater choice and convenience to access our product ranges. Specifically, over the coming weeks Sarah will be building a new team to provide UK pet shops with enhanced support in terms of training, promotions, merchandising providing them with tangible retail growth opportunities”


Toby Hart, the previous Sales Director at Fish4Dogs, has been appointed to a new role within the company, Business Development Director, and is responsible for driving export sales in specific ‘super growth’ countries including China, Australia and the USA.

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