Vital Pet Group has closed out the year with solid growth and continued investment across people, infrastructure, and product development. With expanding reach and enhanced support for brands and retailers alike, the company remains committed to being a reliable and future-focused partner to the independent pet trade.

Resilient Growth

Driven by Innovation and Collaboration

• Revenue and volume growth across core and emerging categories, reflecting a broad-based performance uplift.
• New brand partnerships and increased product breadth, including investment in a carefully selected raw food offer.
• Ongoing digital and operational transformation, including enhanced order management systems and delivery optimisation to strengthen service levels.

Strategic Priorities: Enabling Shared Success

VPG’s approach continues to centre on creating meaningful value for both suppliers and retailers:

• Ongoing investment in promotional and marketing support such as WOW Deals, seasonal activations and targeted campaigns to help suppliers connect effectively with customers.
• Continued evolution of the digital marketplace to increase visibility for supplier brands and improve retailer experience.
• Scalable and modern logistics infrastructure with enhanced tracking and forecasting tools.
• A growing focus on exclusive brands, designed to support category differentiation while adding margin opportunities for independents.

Team Expansion: Strengthening Local Support

To help better serve supplier and retailer needs, VPG has expanded its commercial team with new appointments:

• David Parsons, BDM Midlands – Eight years’ experience in the trade with strong retail relationships.
• David Holman, BDM South West – Brings deep regional insight and a strong track record with independents.
• Hannah Green, BDM North – A dynamic addition with experience in account management and a passion for building long-term partnerships.
• Katie Neal, National Account Manager – Adds strategic capability in managing key accounts and scaling brand growth.

These additions join Senior BDM Kieron Hardman, who continues to lead commercial development across the North.

Supporting the Channel: Mayfield Own Brand Launch

In support of the independent channel, VPG has launched Mayfield – a new own-brand range designed to offer consistent quality, value and channel exclusivity across pet and wild bird consumables. Initial retailer feedback has been encouraging, with Mayfield helping to meet the need for dependable margins without compromising customer expectations.

Looking Ahead: Continued Focus on Collaboration

With strong foundations in place, VPG is looking forward to the year ahead with a clear focus on:

• Enhancing tools that support supplier-retailer collaboration and insights.
• Co-developing exclusive product ranges in line with consumer trends.
• Strengthening localised execution and tailored joint business planning.

Peter Brame, Group Trading Director at Vital Pet Group, said: "We're proud of what’s been achieved this year and even more excited about the opportunities to come. Our supplier partners are at the heart of that journey, and we’re committed to investing in the people, infrastructure and innovation needed to help them succeed. The expansion of our sales team is just one example of how we’re building closer relationships on the ground, creating more opportunities to collaborate, and ultimately driving sustainable growth for the independent channel."

Amy Spratt, Head of Marketing at Vital Pet Group, commented: “Independent retailers are the lifeblood of the pet trade, and everything we do is about helping them thrive. From stronger marketing campaigns to exclusive brands and activations that really cut through, our focus is on creating value that supports both our suppliers and the independents they serve.”