This Autumn sees all-natural treats pioneer Pawfect Foods make its home market debut at PATS Telford after an ‘above all expectations’ soft launch in Europe.
Pet Trade Xtra caught up with Pawfect Foods founder Prash Patwardhan to see what UK pet owners could expect from this new and innovative brand.
What is your background?
My marketing background is unashamedly corporate/‘blue chip,’ having worked across an array of fast-moving sectors from brewing and spirits to communication networks and personnel sourcing.
Some people can be a tad evasive/apologetic about their corporate past and yet for me it provided the perfect setting to hone my skills, since access to such significant resources and brand heritage (after all these brands didn’t get big by luck) meant my training and career journey was both thorough and uncompromising, providing me with the very best possible start in life.
Tell us how and why you got into the pet treat market.
That said for all the positives that surround a blue chip career, there’s always going to be a small voice at the back of your head encouraging you to step out of the shadows and be solely in charge of your own destiny, simply because you should, quite rightly believe in yourself and your ability.
In the human sphere the move to clean deck/healthier living/guilt free food and drink has been nothing short of spectacular as an increasingly health-conscious/self-aware social media savvy society comes to terms with the cause and effect of a good diet.
As a proud dog owner I was only too aware that too many dogs were living an unhealthy existence simply on account of ill-informed owners or an outdated pet food industry that continues to put owner convenience over taste and nutritional vitality.
Thankfully the pet food has taken significant strides to put its house in order: greater ingredient transparency, removal of ill-serving filler/artificial nasties and an increasingly differentiated offer that looks at breeds, life stages and lifestyles and yet, when it comes to pet ‘snacks’ the word ‘treat’ still seems to provide a green light for all manner of ill-advised ingredients (excessive salt, sugar, fillers, second-rate ingredients) to be employed.
I wanted to create treats devoid of ‘pointless’ passenger ingredients that once and for all burst the myth that dog treats can’t simultaneously be tasty and ‘health friendly.’
What’s special about your products?
In a nutshell, ‘simplicity of thought.’ At the kernel of our thought process is the common-sense belief that dogs aren’t single-track carnivores, since a more all-encompassing outlook is required (fruit, veg and dairy…) to meet secure one’s daily nutrient/mineral/vitamin fix.
A second factor is our untethered access to respected vet/dog nutritionist, Dr Veneta Korhuhrova who has been central to our range’s depth & nutritional make-up.
Thirdly is the breadth of our ingredient scouting network, as a British company with an Indian manufacturing hub we have strong procurement links that stretch far and wide. We may be young, fledgling player but in other senses we’re a global enterprise scouring high and low for best- in-class/human grade ingredients from some of the most unspoilt food producing regions on the planet – e.g. our Himalayan cheese sticks comes courtesy of anti-biotic free herds traversing pesticide-free pastures.
We are also happy to adhere to the old ways Vs excessive mechanisation to secure our goals because rushing isn’t always the answer - e.g. our Himalayan Cheese Sticks are smoked for 28 days the old-fashioned way.
It’s also worth mentioning that all our ingredients are ethically and sustainably sourced.
The pet treat market is very crowded, how will you make your products stand out from the rest?
For all reasons already outlined plus the depth of our offer as we work tirelessly to become category experts/pioneers.
It’s worth noting that Pawfect Foods is a brand that has ambitions that extends far beyond this island’s borders with soft market launches in Netherlands, Belgium, Spain Poland & Luxembourg, (and 5 more European markets in the offing). It’s also worth pointing out that Prash’s specialist expertise includes instigating countless brand launches throughout the world, a skillset that demands an attentive, almost meticulous appreciation of unique market mechanics.
Pawfect is also aligned with leading edge support agencies like Communications expert Publicis and disruptor brand specialist Purple Pilchard.
In broader terms we’re a common sense brand where every ingredient has to earn its keep, so if it brings nothing to the party it’s out! Some of our product ranges are standalone treats, (Nature’s Munch and Himalayan Cheese Treats) whilst others are helpful supplements to address unwelcome ailments (Doggy’s Cuppa supports tackles everything from sleep deprivation, anxiety and poor digestion to flatulence, or add extra nutritional balance/gravitas, (Dr Veneta’s Pawfect Kitchen) which is a meticulously balanced side mix that supports a high protein raw meat diet
5) How do you come up with the different recipes?
There was substantial research instigated before we set out (my blue chip background demands detailed sector analysis) and we work closely with respected nutritionists.
6) Where are the treats made?
For the most part India in our state-of-the-art production facility which is HACCP, ISO-22000-2018 certified and BRC credited.
Do you think the UK pet owner is getting more discerning when it comes to giving their animal’s treats and food?
Yes because as mentioned already pet food cycles mirror what’s happening in the human arena and thankfully the health conscious agenda is gaining real traction.
How many products will you be launching at PATS Telford?
Four Sub-ranges consisting of 22 products, so quite a substantial declaration of intent.
Why have you chosen PATS as your official UK launch?
The Oscars of the UK pet industry and so the only sensible starting point for our UK adventure which already includes a short-listing at this year’s prestigious PetQuip awards.
For more details please visit
w: pawfectfoods.co.uk
e: hello@pawfectfoods.co.uk
