Award-winning Pure Pet Food to appear on Dragons' Den
The award-winning team of Daniel Eha and Mathew Cockroft, from Pure Pet Food, will be entering the Dragons' Den on BBC2 on Sunday, July 27, as they bid for investment in their growing business.
The pair, who won the PetQuip Product of the Year Award 2013 for their innovative pet food, are currently being featured in a trailer for the popular TV series.
"We've had amazing success with our business but we thought that applying to appear on Dragons' Den would elevate us to even greater heights," said Mathew.
"We are in the process of producing new packaging for our product - going from a pouch to a box to make it simpler to use - and it has taken quite a lot of investment, so we sought the help of the Dragons.
"I'm not allowed to say too much about our appearance but it was quite daunting to appear in the Den."
Pure makes natural dehydrated, human quality pet food.
"The main difference with Pure is that our foods are produced using a process called dehydration," said Mathew.
"This means we avoid the harsh cooking procedures involved in making the wet and dry dog foods currently available to owners.
"We make Pure from 100% human quality ingredients, becoming the first pet food company in the UK whose manufacturing facility is regulated by the human, rather than animal food authorities.
"As dog owners are becoming more educated about what is actually in commercial foods, and how they are made, many are turning to feed low processed, raw and home cooked meals, using high quality ingredients.
"Pure takes away the inconvenience, health risks and costs that raw feeding and home cooking can bring, whilst providing a healthier alternative to those feeding one of the current commercial options."
Daniel and Mathew are pictured above receiving the PetQuip Product of the Year Award 2013 from director general Amanda Sizer Barrett MBE.