Anco iaunched a complete re-brand of the company at PATS Sandown and Colin Maidment said visitors to the company's stand had loved the new look.

Colin told Pet Trade Xtra: “We're trying to get across the provenance of our product and how good the quality of the raw materials and ingredients are.

"We've employed the biggest branding company in Scotland to help us, threebrand.  It's been a fantastic exercise. They’re a great bunch of guys and have had a lot of fun doing the photo shoots and coming up with the new 'Dogalogue" instead of a catalogue. It's been stressful but I've really enjoyed it.”

Colin told us that the new packaging comes from German.  "It is completely re-recyclable. We've been researching for four years, travelling all over Europe looking for the right packaging. We have been working with the German company for 18 months to get the right feel, the right quality and ecological benefits to it as well.  It's been a long process but it all comes to fruition on Tuesday next week.”

Will there be any different POS material? 

"Yes, there are brand new display stands, new signage, new leaflets, new counter displays, there's new everything but the same good old quality ingredients inside the packaging.”

Will Anco remain focused on the treat sector?

"We specialise in 100% natural treats – we don't do anything but natural treats.  We're not going to get into raw foods, we will leave that to the raw food specialists.”

Is the raw food area helping you? 

"Yes, because there has been such a big thing about raw food it has had a knock-on effect.  Not everybody's wanting to give them a raw chicken next or a raw ear so the dried one is the next best thing.” 

Is there ever any problem with supply? 

“There is always an issue with supply.  We have used the same supplier for the last 8 years.  They know the quality we are expecting in our bags.  I'd rather be out of stock than being in poor quality.  Some customers get quite annoyed sometimes, but I will not bring in poor quality.  If it's not the right product it doesn't come off the truck.

"There is nothing artificial in our products. We make sure we visit our production plants on a three-monthly basis and make sure all the production processes are kept to and we know the provenance of all the raw materials. Nobody else can do that.  All our natural treats also go through a pasteurisation process, they are air dried and then pasteurised so there is no bacteria in them at all. Nobody else does that. Hopefully with the new re-branding and the new packaging we can get that message across to the customer that they can trust us that we are using hand selected ingredients, we do make sure there is nothing artificial and I think we have achieved that.”

Would you say that independent retailers, pet shops, and garden centres are the lifeblood of your business?

"Absolutely the backbone to my business. They have supported me for the last 14 years and we will carry on supporting the independent trade absolutely 100% all the way through.  They literally are the backbone of Britain. Without them there is no pet industry.”

How does you see the future for high street pet shops? 

"They have to start specialising. They will have to follow trends and set their own stall out.  They can't follow what the supermarkets are doing and expect to be there in six months or a year’s time.  They will have to look into the raw and natural and follow the trends. 

"You get a fantastic following from your customer when you can spend time and speak to them about each individual dog’s issues. Then you'll always have that customer and they will follow you.

"I go to some of my pet shops to say hello and 95% of the stuff that is going through the tills is my products because it's all natural and because those pet shops are prepared to stand and speak to the customers.  So, whether it is food or treats it is so nice to watch that go through because you know the dog is getting good quality food and treats. That's what it's about, the dog and getting the best quality.”