In This Issue
Pet product pioneer Roger Mugford is NOT retiring
Chance of more honours for award-winning pet firm
Crufts breaks records - Pet Trade Xtra brings you great retailing ideas
Wellness CORE fed Crufts champion Dylan the Villain
"Calm down" says leading Raw Food manufacturer
Different Dog goes crazy after TV exposure at Crufts
Record-breaking WHIMZEES triumphs at Crufts
TV celebrity launches Ceva’s Pet Anxiety Month
Instagram-favourite boosts Supreme's Selective rebrand
New canine care range from Royal Canin
Lifestyle pet brand Henry Wag goes global
Bichon Frise named HiLife Pets As Therapy Dog
Get your own copy of Pet Trade Xtra
Threatened pet shop given lifeline after support from local residents
New Halti and No-Pull Harness launched by Company of Animals
Sponsor EUKANUBA celebrates 50th anniversary at Crufts
Britain’s Got Talent star delights dog lovers
‘A Way With Dogs’ has own website
The face of Dogmatic creates emotional response
Natures Menu sponsors ‘Strictly’ dogs at Crufts
The best of the previous Pet Trade Xtra
Pet industry hits back at raw food fears
Pet shop owner prosecuted by RSPCA
Best Place to Work award for pet firm
Pet care firms listed in Top 100 Megabrands
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"Calm down" says leading Raw Food manufacturer

Benyfit Natural had one of the busiest stands on Friday at Crufts with a special guest appearance of Love Island winner Jack Fincham.  That certainly generated a whole load of social media activity for the brand!


Eventually Pet Trade Xtra got to speak with Greg Van Praagh who told us the story behind the creation of Benyfit Natural which included his Mum getting upset that her pavlova freezer had a deer in it and a local pet shop asking to buy some of the food they were producing for their own dogs. They were two of the kick starts that lead to Benyfit Natural being born in March 2014 as an organization.


In 2015 they re-branded with the fully recyclable tub, using recycled material. “We had the Working Dog range and then in 2016 we brought out the 80-10-10 which is a complementary product.” Explained Greg. “It's not complete. It's 80% muscle meat, 10% bone, 10% offal, so it's more about the ancient diets the prey model but it's not technically complete against FEDIAF’s guidelines. Everyone's got to be very clear about what a complete meal is and what a complementary meal is.”


When it comes to making a complete meal Greg went on to say: “We balance it using supplementary ingredients; wild yam, cleavers, nettle, alfalfa, spirulina, turmeric in some not all basically to make sure that you have all of the levels of manganese, iodine, vitamin A, vitamin B, vitamin D, zinc, copper, riboflavin. So you're going to get some from your vegetables, you're going to get some from your meat, you're going to get the copper out of your liver and then you balance it because there's going to be some deficiencies in that and you use these other things which are natural to get that nutrition and those vitamins in there. To get it balanced so that it's inside the tolerances that FEDIAF stipulates for a complete and nutritionally balanced meal for your dog.”


Regarding the ongoing debates about raw feeding vs kibble vs wet feed Greg says we should all calm down. “We are an inclusive brand, it's about inclusion. I'm not going to vilify somebody for feeding kibble. I'm not going to vilify them for feeding wet. Everybody needs to just calm down. The large pet food manufacturing companies aren't out there trying to kill dogs. That's bad for business.”


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