UK Pet Food, the trade association representing pet food manufacturers, suppliers, and the wider pet food industry, has unveiled ‘Ambition 2030’, a bold new sustainability roadmap. 

Building on the significant work already underway across the sector, this marks a major step forward in supporting members to accelerate progress across a united set of priorities.

The announcement took place at UK Pet Food’s parliamentary reception, ‘Feeding Growth and Innovation: pet food’s role in a sustainable food system’, held at the Houses of Parliament and sponsored by Danny Chambers MP, Vice-Chair of the Dog Advisory Welfare and the Animal Welfare All Party Parliamentary Groups.

The launch brings together representatives from Parliament, government, farming, animal welfare and the wider food ecosystem, reflecting the collaboration essential to achieving shared sustainability goals.

Aligning with evolving consumer values

New data from Vypr, product intelligence specialists, highlights strong public support for sustainability in pet food: 77% of pet owners believe brands should protect nature, and 51% rank animal welfare and ethical sourcing as their top priorities.

Five priorities for sustainable growth

Ambition 2030 gives the industry a shared direction across five key areas that reflect where pet food is heading and what matters most to pet owners, industry partners, and wider society:

1. Net Zero: contributing to a 50% reduction in emissions across the agri-food supply chain by 2030.
2. Nature Restoration: halting and reversing nature loss to help pet owners enjoy and protect biodiversity.
3. Sustainable Commodities: eliminating deforestation and land conversion from directly sourced ingredients by 2030.
4. Circular Food System: optimising co-products, alternative ingredients, and efficient manufacturing to reduce environmental impact.
5. Packaging: supporting a world-class packaging recycling system in the UK and reducing packaging’s environmental footprint.

To support the membership, UK Pet Food has developed a Sustainability Action Toolkit, a practical resource that helps members measure progress and share best practice.

Nicole Paley, Deputy Chief Executive of UK Pet Food, commented: “Pet food is an important part of a sustainable food system. Our industry already uses around one million tonnes of UK agricultural produce each year - much of it by-products from the human food chain. These ingredients help minimise waste and support a circular economy, while enabling us to create affordable, nutritious pet food that contributes to a more sustainable future.

“Through Ambition 2030, we aim to set a benchmark for sustainability across the sector, pooling resources and knowledge to help all our members, large and small, strengthen their strategies. Collaboration, data, and shared accountability will accelerate progress for the whole industry.”

Danny Chambers MP added: “The pet food sector is an important part of the UK’s agri-food economy and has a major role to play in building a more sustainable food system. I’m proud to support UK Pet Food’s Ambition 2030, which brings industry together to take practical steps that benefit animals, people, and the environment alike. It’s vital the sector continues to lead with both responsibility and accountability.”

Family-run Paws For Thought, which has been trading for 45 years, will close its doors for the final time at the end of the month.

The owners of the pet store in York Road, Leeds, have been trying to sell the business as they prepare for retirement but have failed to find a buyer.

The store, rated ‘one of the best’ by Which? magazine, informed customers of the closure on its Facebook page.

The social media post ran under the headline: “The news we never thought we’d have to announce.”

The owners stated: “It is with deep regret that, after 45 wonderful years in the pet industry, we must announce the upcoming closure of the last Paws For Thought Pet Centre on York Road. 

“This marks the end of an era not only for us, but for the wider pet community and we are immensely proud that we have left our mark on Leeds with our knowledge, expertise and customer service.

“We have been honoured to be one of the UK’s leading independent pet stores –recognised by Which? Magazine as ‘one of the best’ and featured on numerous television and radio programmes.

“Paws For Thought began in 1980, founded by Dale Briggs in Halton, before moving to Crossgates and joining three individual buildings into one shop. We later expanded to Plantland on the A64, and ultimately opened our flagship store at 143 York Road. Over the years, our reach has grown from Cornwall to Scotland, and many of our loyal customers have become true friends.

“We extend our heartfelt thanks to our dedicated team, past and present – many of whom have been with us for decades. Paws For Thought has truly become a family. Our manager Phil has been with us for 35 years, John for 25, Kim for 20, Martyn for 19, Meg for 7, and both Matthew and Iain for 2. Countless staff members have met their partners here – including Dale, who met his wife and business partner, Virginia, in 1983. Together they welcomed their daughter Kristi, who has also contributed to the business for the past 18 years.

“Over recent years, we have made every effort to sell the business in the hope that the Paws For Thought legacy could continue. Unfortunately, most enquiries focused solely on the site, and genuine interest in running the pet centre underestimated how much knowledge, expertise and time it takes to run such a specialist industry. After Dale and Virginia working seven days a week for decades, it is time for them to enjoy the fruits of their labour and live a little. 

“Paws For Thought Pet Centres will be closing its doors 30th November 2025, however staff will still be helping for the following two weeks to clear the store fixtures and fittings. Sales will be beginning this week for stock, and display tanks/vivariums/fittings will be for sale in the following weeks. If you are interested in anything at all, please feel free to enquire instore or on 07393 487202 as everything must go. 

“Once again, we thank you for you custom, loyalty and friendship over the many years of Paws For Thought Pet Centres. We wish you all the best for the future and we will miss you as much as you will miss us.

“With sincere thanks and warm regards, Dale, Virginia, Kristi, and the PFT Team – Phil, John, Martyn, Kim, Meg, Matthew and Iain.”

Leading artisan ice cream manufacturer Baboo Gelato, producer of award-winning brand Doggy Doggy Yum Yum, is looking to raise £300,000 from investors through a Crowdfund. The campaign is running through Crowdcube for three weeks. 

Founder Annie Hanbury said: “We’ve spent nearly 10 years building Baboo Gelato locally in the South West, and now we want to take the brand nationwide. With the super-premium market of ice cream growing 8% per annum, and consumers wanting indulgent treats, we think it is an exciting time to be expanding. Investors can buy into Baboo Gelato via Crowdcube for as little as £10.”  

Co-founder Sam Hanbury added: “We’ve had an exciting year, winning not one but two prestigious Three Star awards from the Guild of Fine Food, bringing our total haul to 51 Great Taste stars since we started. We’ve also seen our trade customers nearly triple in sales to £646,000 since 2021, and we’ve started to make Baboo available through a major South-West distributor.

“Our dog ice cream Doggy Doggy Yum Yum is distributed through a major pet wholesaler and has won many awards, including Best New Product in the Pedigree Wholesale Awards 2021, two Highly Commended certificates in the PetQuip Awards (2022 and 2025) and was voted Best Pet Treat of the Year in 2024 at the Pet Industry Federation Awards. 

“The pet market is worth over £10 billion to the UK economy in 2024 and the frozen treat market for pets has grown quite significantly as well over recent years as shops, cafes, hotels and restaurants all want to get their hands on the poochie pound.”

As part of the Crowdcube offer, investors can receive rewards in the form of vouchers, tote bags, free gelato, lab tours, and even the Willie Wonka opportunity to design their own flavour. 

For more details visit: https://www.crowdcube.com/companies/qDmLrl/pitches/l8wODq

Paleo Ridge, producer of ethically sourced raw dog food, has announced a significant expansion in production capacity, increasing output by 55%, following investment in advanced semi-automated technology and sustainable packaging innovation.

The expansion marks the latest milestone in Paleo Ridge’s continued growth trajectory, with the company almost doubling in size over the past five years. This investment underpins the brand’s long-term commitment to improving product availability, maintaining exceptional quality standards, and supporting its growing network of retail and trade partners.

CEO Tyler Daly said: “Our mission has always been to deliver the highest quality raw food for dogs, while maintaining full transparency and sustainability. This latest investment ensures that we can keep pace with rising demand without compromising on quality, ethics, or environmental responsibility. It’s all about creating a better experience for our customers and their dogs.”

Since its founding, Paleo Ridge has been driven by a passion for canine health and a commitment to ethical sourcing. Over the years, the brand has evolved from a small, hand-packing operation into one of the UK’s most advanced raw food producers. The new semi-automated production lines streamline mixing, portioning, and packaging, improving consistency, efficiency, and stock availability.

Equally important is the company’s innovation in eco-friendly packaging. Following extensive research and development, Paleo Ridge has introduced a new paper-based tray system with a secure seal, eliminating leaks and enhancing convenience for customers, while maintaining the brand’s strong environmental values. The new packaging is recyclable, sturdy, and designed to perform through the entire supply chain, from factory to freezer.

These production and packaging developments come as the UK’s raw feeding sector continues to expand rapidly. Once a niche market, raw feeding is now one of the fastest-growing categories in the pet food industry, driven by consumer demand for transparency, natural ingredients, and premium nutrition.

Tyler added: “We’ve worked hard to ensure that our growth benefits everyone from our staff and suppliers to our retail partners and end customers. By improving efficiency and capacity, we can maintain high stock levels across our best-selling ranges, giving our partners the reliability and confidence they need.”

Looking ahead, Paleo Ridge will continue to strengthen its relationships with independent stockists, retailers and direct-to-consumer channels while expanding within the UK.

A breeding revolution for the nation’s pets has been launched this week with the release of the Innate Healt Assessment (IHA) Tool, a 10-Point Checklist designed to transform how dogs are bred in the UK.

The free-to-use tool, created in partnership with PetProov and the veterinary sector and based on 15 years of research from the Royal Veterinary College, is now live on the newly launched IHA website. It aims to empower breeders, owners, and prospective owners to encourage the breeding of healthier dogs.

Canine Principles, one of the UK’s leading canine education providers, has welcomed the IHA Tool as a vital step in tackling Britain’s escalating dog welfare crisis.

Jo Middleton (above), director of the initiative’s key supporter Canine Principles, said: “For too long, aesthetics have trumped welfare in dog breeding. The IHA Tool gives everyday owners and breeders a simple, accessible way to understand what healthy conformation actually looks like. Education is the missing link in ending extreme breeding practices, and this checklist has the power to save future generations of dogs from a lifetime of suffering.”

For over a century, humans have altered how dogs look to suit trends and our perception of what is cute. Dogs have been deliberately bred to have extreme physical characteristics and, as a result, we have created a huge welfare problem and an ‘extreme conformation crisis’.

These body shapes do not exist in nature and carry a high risk of significant health and welfare issues including respiratory problems, painful eye conditions, skin infections, spinal and joint disease, neurological defects, blindness, deafness and reduced life expectancy. Veterinary research shows these choices have created generations of dogs with restricted abilities, impaired health and diminished quality of life.

The All-Party Parliamentary Group for Animal Welfare’s (APGAW) Innate Health Assessment has been specifically created to reverse this harm and start a breeding revolution that results in physically healthier dogs. Easy and quick to use, it provides a clear visual checklist of 10 key conformational criteria that are extreme in many dogs today, often resulting in lifelong suffering.

The new tool enables every breeder, dog owner or prospective owner to reliably check a dog’s innate health characteristics and assess their suitability for breeding or acquisition. No equipment or veterinary assistance is required, and the IHA guides users step-by-step through each of the 10 criteria, with full instructions for each assessment.

For dogs who may show some of the 10 extreme conformations, the IHA helps owners understand the challenges they may face, how to care for them, and how future generations can be bred to enjoy a healthier, longer life. Dogs that do not pass the IHA should not be used for breeding.

Created by the APGAW IHA team Professor Dan O’Neil, Marisa Heath (APGAW Director) and Vanessa Barnes (APGAW Legal Advisor),and designed by PetProov, the tool has gained broad support from across the animal welfare and veterinary sectors.

Supporters include Canine Principles, International Institute for Canine Ethics, International School for Canine Psychology, The UK Centre for Animal Law, Agria Pet Insurance, APDAWG, Battersea, BSAVA, The British Veterinary Association, Blue Cross, Dogs Trust, FOUR PAWS UK, Frontier Economics, GCCF, Hope Rescue, The Kennel Club, LAGECDogs, Naturewatch Foundation, PetPlan, PDSA, RSPCA, The Royal Veterinary College, UFAW and Woodgreen.

Yorkshire’s Finest Pet Food has won Pet Food Brand of the Year for the third year running in the Yorkshire Prestige Awards. 

Owner Dave Chapman, who has been showing his dogs on the professional circuit with significant success since 1999, supplies feed to renowned breeders and exhibitors, and is also a judge in professional shows.

Dave said: “I started my business because I had a Shar Pei called Marley with digestive issues, and grain-free food was not so readily available. He was sponsored by a well-known brand at the time who kept changing the recipe, and the combination of those two things drove me to create my own high-quality product, which would have a consistent recipe at a reasonable price.

“I found a solution for him, and it just made sense to share that with others. We’ve since added numerous products to our range to accommodate other dietary, age and fitness levels, as well as stocking high quality treats, toys and other key products.”

Founded in 2012, Yorkshire’s Finest Pet Food has supported some of the highest profile dogs on the show circuit, including Crufts champions, and also exhibits at shows around the UK as well as Dave showing his own dogs with significant success.

Dave has 12 dogs and is an international championship show judge, judging in countries including Russia, Germany, France, Finland, Norway, Guernsey and also UK. He has had 21 champions all over the world in countries such as America and Australia, and his daughter Megan’s dog, Connor is currently the top German Spitz Mittel in the UK.

Dave added: “This latest award feels like a feather in my cap, showing that what we are doing is not just delivering but also being recognised, and I’m so proud to be able to do that.”

Pawer Water, the award-winning wellness company for dogs, has announced that its full supplement range will be available in all Just for Pets stores nationwide starting next month. 

This marks another exciting milestone in Pawer Water’s expansion across the UK, following its recent partnership with We.Pet and sound success at Pets Corner. 

Just for Pets, known for its commitment to high-quality, expert-approved pet products, offers the perfect retail environment to introduce more pet parents to Pawer Water’s innovative supplement range.

Using its unique nano-powder hydration delivery system, Pawer Water achieves up to 90% nutrient absorption, outperforming traditional chews and pills.

Each product is crafted with premium human-grade, vet-approved, 100% safe for dogs ingredients, designed to support dogs’ core wellness needs — from joint and skin health to gut balance and calm behaviour.

Nathalie Ohana, founder of Pawer Water, commented: “We’re thrilled to be on shelves at Just for Pets – a perfect partner that shares our commitment to quality, innovation, and healthier, happier dogs. Our mission is to bring Pawer Water into as many homes as possible, because every dog deserves access to effective, science-led nutrition.”

A new content planner has been created for pet professionals and business owners who want to keep on top of their marketing and social media.

The Pet Business Content Planner and Companion has been put together by journalist, pet blogger and podcaster Rachel Spencer to help take away the overwhelm around self-promotion.

It works as a diary and contains all the key awareness days and national days, has space to set goals for each month and quarter of 2026, plus prompts for business owners to capture highlights that have happened, their income and expenses, content ideas and habit trackers.

Rachel, who is an accredited coach and mentor with the Institute of Leadership and Management, has also put together 12 ‘Words for When’ journaling exercises to offer support through common challenges the clients she works with experience, such as feeling overwhelmed with new projects, comparing themselves with others on social media and improving work life balance.

Rachel explained: “I wanted the planner to be everything small businesses need to support them in talking about the work they do, and that’s where the content prompts and awareness days help. 

“The diary element is a space to capture what’s going on each week.

“The reflection questions at the end of each month encourage people look back and recognise what they’ve achieved, rather than beating themselves up about not doing enough which we can have a tendency to do when we work alone or as part of a small team.

“And the ‘Words for When’ section aims to offer support, but also space to plan projects, deal with change in your business, tackle tricky conversations you might have and lots more. 

“Each one has been created using evidence-based coaching exercises, and I hope this planner will help a lot of people.”

Vicky Skinner from Animal Focused Alliance said of the planner: “It’s so much more than a planner, it’s a pep talk in a book, there for you to support you when you need it.”

Rachel launched her first planner last year and this year’s edition will see her donate £5 from every sale made between December 2nd - 9th to StreetVet, a charity supporting animals and people affected by homelessness. 

Each donation will be doubled as part of The Big Give, a ‘Match Funding’ initiative. When a donation is made to a charity through a Big Give campaign, funders, so philanthropists, foundations or corporates are invited to match that donation. 

Rachel added: “I met Jade Statt, cofounder of StreetVet, in 2017 when I was working as a journalist and we stayed in touch. 

“When I heard about The Big Give and how donations could go so much further, I wanted to tie something into the planner to make a difference.”

To find out more about the planner, go to www.rachelspencer.co.uk/shop

Birmingham Dogs Home has announced two ‘Santa Paws’ themed Christmas fundraising events to raise money for its homeless dogs across the West Midlands this Christmas and beyond.

The charity, which cares for over 2000 dogs every year, is hosting ‘Santa Paws’ this festive season, who will be dropping by both the Birmingham and Wolverhampton centres this month and next to spread some Christmas cheer far and wide and help raise much needed funds for Birmingham Dogs Home.

Join the charity for a fun, magical day out for all the family including your furry friend at the Santa Paws and Craft Fayre in support of homeless dogs on Saturday 22ndNovember and Saturday 6th December in Wolverhampton and Birmingham respectively.

As part of the day, you and your family or furry friend will be able to meet Santa himself and his elves who will be spreading Christmas cheer to all. Along with special gifts for both visiting dogs and children, guests can also get a memento of the occasion with a professionally taken digital photo courtesy of the talented Jennifer Jeffries.

The ‘Meet Santa’ experience is open to both pups and the little ones, making it the perfect opportunity to create memories that will last a lifetime. 

The fun doesn’t stop after meeting Santa, too. Adults can visit the Craft Fayre at either event, which will boast a range of shopping stalls perfect for finding that special Christmas gift for loved ones while children can write their letters to Santa or take part in exciting craft activities. There’s also a range of refreshments and a delicious food stall for afterwards.

Tickets start from £10 per dog or child and special family ticket packages are also available to ensure everyone can join in on the festive fun. All proceeds go to Birmingham Dogs Home. Purchase them online using the links below.

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If you’re looking for the perfect home for your dog care business – whether daycare, grooming, training, or boarding – this could be the ideal space. Situated on Picton Yard, St Theodores Way in Brynmenyn, this purpose-built facility has been thoughtfully designed with dogs’ comfort and safety in mind, while providing a practical, efficient workspace for staff and clients alike.

The building spans approximately 61 metres in length (200 feet) and 15 metres in width (50 feet), offering a generous, flexible layout that can easily adapt to different services. It’s a bright, well-proportioned space — ideal for an established business looking to expand or someone ready to start fresh in a proven, well-suited location.

Inside, the layout flows naturally from reception and grooming areas through to indoor play zones, suites, and dedicated daycare sections, allowing multiple activities to run smoothly under one roof. One of the standout features is the huge indoor and outdoor enclosed areas, giving dogs plenty of safe space to run, play, and explore, whatever the weather. These large, secure spaces make it ideal for both group activities and individual care, supporting a wide range of services with ease.

The surrounding area is convenient and easy to reach, with good access and parking for customers. It’s already known locally as a trusted place for dog care, making it a wonderful opportunity to continue that reputation and build on what’s already in place.

Key features:

• Purpose-built facility designed specifically for dog care services
• Large enclosed indoor and outdoor areas for dogs to play and exercise safely
• Spacious interior with distinct zones for grooming, play, and rest
• Well-laid-out flow to support multiple services in one building
• Excellent access and parking
• Ready for immediate use

Address: Picton Yard, St Theodores Way, Brynmenyn, Bridgend CF32

Contact: darren.james@royvon.co.uk

John Dunning, founder and director of Red Barn Wild Bird products, sadly passed away at the age of 80 following a battle with prostate cancer.

John established and ran the very successful Farmer John's Pet and Garden Centres through the 1970s and 1980s with two sites located in Didsbury and Cheadle in south Manchester.

Having developed the main site in Cheadle in the early 1990s his main focus became supplying wild bird foods to garden centres and other quality retailers.

In 1996 the bird food business would become branded as Red Barn with the business going from strength to strength focusing on supplying quality independent centres, with own branding a key part of the business.

John continued to work closely with his sons Alex and Tom in the business over the years right up until his health issues caught up with him this summer. He would have loved to have had the opportunity to thank the many people in the industry with whom he worked over the years for their support and friendship.

New research from the Royal Veterinary College (RVC) has revealed a 2075% increase in soft-tissue surgical referrals over the past 10 years for French Bulldogs at the RVC’s Queen Mother Hospital for Animals (QMHA ) in London. 

The study, which is the largest of its kind, also found that there had been an 800% increase in surgeries to manage breathing problems related to extreme body shapes in flat-faced dog breeds, with French Bulldogs identified as the breed most commonly requiring this surgery.Over recent decades, the UK public has fallen in love with the extreme looks of certain types of dogs such as those with very flat faces, bulging eyes and deep skin folds. However, these looks that seem so cute to humans also cause huge suffering for many of these dogs.

Against this backdrop of shifting dog breed popularity, this new study sought to explore the impact on canine health care by assessing changing patterns in referral surgery in dogs and cats at the QMHA, Europe’s largest veterinary referral hospital.  

As well as the direct animal welfare information from the study, the results could also inform on future planning, investment, and workforce training in veterinary services to better meet these new emerging clinical needs.The research, led by Dr Alex Currie during his time at the RVC, analysed theatre log data of soft tissue surgeries performed on different breeds of cats and dogs in 2008 and 2018 at the QMHA.  

While healthcare administration (HCA) data has long been used in human medicine to support evidence-based decision-making, resource allocation, and future service planning, this study represents one of the first applications of data for these purposes in a veterinary setting.

The study recorded a huge rise in soft tissue surgical procedures from 659 in 2008 to 1,001 in 2018 that has largely been driven by the increased requirement of these specialist RVC surgeons to offer care for flat-faced dogs. Flat-faced dogs describe those types of dogs that are deliberately designed and bred not to have a natural long nose. Sadly, these dogs lose much of the natural function of a long nose to ensure easy breathing, enable sleep and to cool the dog, and therefore many flat-faced dogs suffer severe breathing problems. Procedures specifically to manage brachycephalic obstructive airway syndrome (BOAS), the serious breathing condition affecting flat-faced breeds, rose considerably from 16 surgeries in 2008 to 131 in 2018, representing an increase of 813%.

The findings reveal how growing public preference for abnormally flat faces in dogs is driving a canine welfare crisis in the UK, with veterinary teams treating increased numbers of animals for conditions caused by extreme body shapes that do not exist in nature. Although traits like short muzzles and skin folds are often seen as cute or fashionable, they come with severe lifelong health issues that frequently require complex and costly specialist surgery. As a result, many owners face unanticipated emotional and financial strain, underscoring serious ethical concerns about the continued breeding of dogs with extreme conformations.

Other key findings included:

• Almost half (45%) of all BOAS surgeries performed in 2018 were on French Bulldogs.
• The median age of the referred French Bulldogs in 2018 was just 26 months, suggesting a strong demand for young dogs and a shorter lifespan linked to chronic health issues.
• Domestic short hair cats were the most frequently presenting breed in both 2008 and 2018.
• Among cats, the Ragdoll showed the greatest change in referrals, increasing from one case in 2008 to eight in 2018.
• In cats, the subcutaneous ureteral bypass was the most common operation in 2018, with 27 performed, compared to zero in 2008.

The study’s findings demonstrate how pet ownership trends in popular breeds are driving shifts in the types of expertise, facilities and equipment required in veterinary hospitals. Building on the example of this study, future analysis of healthcare administration data from referral centres can help anticipate need, improve planning and ensure the right skills and resources are in place, all to support better outcomes for patients.

Dr Alex Currie, former intern at the Royal Veterinary College and lead author of the study, said:"These findings demonstrate the welfare cost associated with flat-faced dogs, in addition to the financial and emotional toll on owners of managing the health needs of such breeds.”

Prof Dan O’Neill, Professor of Companion Animal Epidemiology at the Royal Veterinary College and co-author of the study, added:“Thes findings show the huge cost that dogs are paying for our human desire to own dogs that no longer look like natural dogs. It is time for humanity to put the welfare needs of the dog ahead of our whims to own extreme and non-natural shaped animals, and to return to seeing the natural canine body shape as a thing of beauty.”

Professor Dan Brockman, Professor of Small Animal Surgery at the RVC and co-author added:“This study was initiated to objectively examine how the role of the soft tissue surgeon in a referral environment has evolved over time.  However, it is impossible to ignore the dominant, stark and devastating finding that human “preference” is creating a welfare catastrophe before our eyes and “on our watch”.  I concur entirely with Professor O’Neill, it is time for this to stop.”

Family-owned Superpet Warehouse, based in Preston, has been named Independent Retailer of the Year 2025 in the prestigious PIF Awards. Mark Holderness, who runs the store alongside wife Cheryl, reveals the secrets of the company’s success...

The prestigious award tops a big year for Mark and Cheryl, who were married at Christmas 2024, before moving the business into new premises in January.

Mark gave some background on the new store. “In 2022 we were given the opportunity by our then landlord to purchase the property we leased alongside two other buildings on the same site in Ribbleton, Preston,” he explained. “We worked very hard to secure the finances and completed in September 2022.

“The largest of the buildings had a sitting tenant – ERIKs Industrial Services, who decided to leave halfway through their lease – and we took over the property in May 2024. “It was then a difficult process of keeping the old store running whilst project managing the new store but finally we completed the process in January 2025.”

What does winning this award mean to you and your team?

“This award means an enormous amount to all the team. It’s been a tough year for us as we designed and fitted our new store, moved into the new building and set up the Goods-In warehouse in our old store. The award is recognition for all that hard work.”

Why do you think you won this prestigious award?

“Let’s be fair, any of the eight finalists could have won this award. However, I think we edged it this year with our stunning new store, crafted with knowledge from over 40 years in the trade.”

Who owns the business?

“We are a true family business. It was founded in 1983 by my parents Dave and Sue, who are still involved as owners. My wife Cheryl and I run the business on a day-to-day basis.”

What are your backgrounds?

My mum and dad left jobs in nursing and factory work respectively, to start the business – selling pigeon food from the garage at the rear of our council house. I have previously worked in retail for Morrisons supermarkets and Cheryl is a former pub landlady. We have a four-year-old son James and have very busy lives.”

How many members of staff are employed?

“We have 12 members of staff.”

What makes you different from your competitors?

“All businesses in the independent pet trade offer great customer service so it’s no longer enough to rely on that. We are constantly evolving. We bring in new products every week. We are constantly looking for new ways to improve the instore experience. We never settle.”

How do you attract and retain customers?

“Our customers are good enough to recommend us and that is how we gain most of our new customers. We also use social media advertising and Google ads. We try to retain our customers by offering the best service and advice that we can, offering a great shopping experience and by building relationships.”

How involved do you get in the local community?

“We live in the local community. We sponsor dog shows plus our local kids’ football team, and donate to local pet charities. We’re based in a deprived area so we’re keen to help raise the profile of our community and this award will hopefully help.”

How important is your website and social media?

“Social media is massively important to us. It allows us to get news of new products, promotions, events etc. out there to our customers quickly and in a fun and engaging way. We don’t sell online and our website needs an overhaul. My brother Simon, who works with us, is charged with that task in 2026. He is an ex-policeman with outstanding design talents and a fantastic understanding of AI! We aim to have a click and collect system with live stock levels in place by Q3 2026 before possibly dipping our toe into the online market.”

What’s the secret of your success?

“Relationships. We build great relationships with our customers, our suppliers and our team.”

For more information visit www.superpetwarehouse.co.uk

See gallery of Superpet Warehouse pictures below...

Last week’s Pet Industry Federation (PIF) Awards 2025 not only celebrated excellence within the UK pet sector but also demonstrated the industry’s extraordinary compassion. During the black-tie event, attended by over 300 guests, attendees pledged more than £15,000 to fund transport carrying donated pet supplies to Ukraine.

The funds will help cover the cost of lorries needed to deliver thousands of pounds’ worth of food, medicines, and essential pet products donated by UK pet companies, which have been awaiting transportation to war-torn Ukraine. Each truck costs around £3,500 to send, meaning the pledges raised will fund several shipments through the Save Pets of Ukraine GoFundMe campaign.

In recognition of their generosity, The Big Biscuit Co and The Doggy Daycare Centre, whose tables pledged the highest amounts, each received a bottle of champagne for their table on the night.

Nigel Baker, PIF CEO, said: “We were absolutely delighted and incredibly proud of the generosity shown by everyone at the PIF Awards. The pet industry has once again demonstrated the kindness and solidarity that define it. This money will make a real difference to animals in desperate need, helping to get vital food, medicine, and supplies to pets left behind in Ukraine.”

The donations will be sent directly via the Save Pets of Ukraine GoFundMe page, ensuring that funds are used immediately to support transport and aid distribution.

The PIF Awards, held annually, recognise outstanding achievements across the UK pet sector, from retailers and groomers to manufacturers and service providers, with finalists representing the very best in innovation, welfare, and community spirit.

Details about the Awards, including photos from the night, can be found at www.petfederation.co.uk

New brand-led distributor The PetFellas has announced a strategic partnership with PLATINUM, a market leading premium dog and cat nutrition brand in Germany. The company is renowned for its fresh meat-based recipes and innovative, new standards setting preparation methods.

Launching in January 2026, this partnership marks a significant milestone in The PetFellas’ mission to bring high-quality, differentiated pet products to independent retailers across the UK. PLATINUM, known for its proprietary cooking methods like Fleischsaftgarung (FSG), offers a range of dog and cat foods made with at least 70% fresh meat — delivering exceptional taste, digestibility, and nutritional value. 

The PetFellas will serve as the exclusive UK distributor for PLATINUM to the Independent Pet channel, leveraging its integrated digital platforms, scalable logistics, and customer-first approach to ensure seamless access for retailers and pet owners alike. 

Gerard O’Mahony, Director of The PetFellas, commented:  “We’re absolutely delighted to welcome PLATINUM to our growing portfolio. Their commitment to quality, innovation, and pet wellbeing aligns perfectly with our values. This partnership is a powerful step forward in our mission to redefine brand-led distribution in the UK pet industry. We’re excited to bring PLATINUM’s exceptional products to retailers and pet lovers who demand more from their pet food.” 

Retailers interested in stocking PLATINUM dog and cat food can contact The PetFellas directly or visit https://www.thepetfellas.co.uk for more information. 

Sascha Galinski, Managing Director PLATINUM commented: "Partnering with PetFellas marks a powerful step forward for PLATINUM in the UK. We believe the best partnerships are built on shared purpose — and PetFellas proven leadership, passion for pets, brand-driven mindset, and exceptional service make them the ideal companion to help us reach the right independent retailers and bring our both healthy and delicious nutrition to more dogs and cats across the UK. Together, we will set a new standard in pet nutrition and build partnerships that drive lasting growth across the UK independent pet specialty trade."

Pictured (left to right): Joseph Obrovac (Director Sales International, Platinum), Rainer Voortman (Founder, Platinum), Gerard O’Mahony (Director, The PetFellas), Antonio Martone (International Business Development Director, Platinum).

The Dog Trainer School (TDTS) has launched a new Recommended Product mark, an independent endorsement awarded to pet products that have been proven effective in real training and handling environments. The initiative is designed to help brands stand out in a competitive market with credible, welfare-aligned validation.

All products are assessed by professional dog trainers and pet industry specialists using a criteria-based testing framework covering usability, durability, welfare alignment, clarity of instructions, and value for money. Products achieving an 80% or higher “would recommend to clients” rating earn the right to display the Dog Trainer School Recommended badge for 12 months before reassessment.

“Our testing process mirrors the independent product trials I helped run at the Good Housekeeping Institute,” said Helen Wainwright, Co-Founder of The Dog Trainer School. “We’ve brought that same evidence-led approach into the pet industry, focusing on whether a product really works in everyday, muddy, training-ground conditions.”

“The Recommended logo gives brands a genuine point of difference,” added Lee Hobbs, Co-Founder. “We started with smaller independent companies to give them a lift, helping retailers identify quality products with authentic trainer backing.”

The first wave of approved products includes:

• Tug-E-Nuff – Fauxtastic Powerball Bungee: engaging tug toy with cushioned bungee, secure grip and strong durability feedback.
• No Fuss Fill – SkooGo® Gloves: warm, grippy and dexterous gloves rated highly for handling and winter training.
• My Anxious Dog – Squeezy Reward & Affiliate Pack: practical, mess-free reinforcement option with strong welfare messaging.
• DotDotPet – Eco Towels & Conditioning Shampoo: sustainable, compact grooming essentials favoured by dog walkers.

Brands can apply for inclusion in the next testing window at thedogtrainerschool.co.uk, where testing feedback is collated from the TDTS community of over 300 professional dog trainers across the UK.