In This Issue
New boss appointed by Pets at Home on basic £580k salary
Pet food supplier hits back at ‘jury still out’ claims
Change at the top for leading pet company
Welsh entrepreneur wins ‘Made in the UK’ award
Contest to get more dogs’ faces on billboards
PetQuip to host first-ever British Pavilion at Superzoo
Pet food firm brings 'hope' to coral reef restoration
Vital supports independent pet trade with catalogue revamp
Dog charity offers fundraising Valentine's gift boxes
Get your own copy of Pet Trade Xtra
Grove Pet Foods bought by Cranswick
Defra reviews guidance on animal activity licensing
Pet Industry Federation hails EU Export Webinar success
Man fined for pet store theft
Su-Bridge releases natural treats range
Sleeping out to raise money for Street Paws charity
Successful trial calls for more cat owner volunteers
The best of last week's Pet Trade Xtra
New ‘all natural’ pet shop to open next week
PATS and Pedigree Wholesale set to celebrate in style
Surge in abandoned ‘pandemic pets’ predicted
UK firm set to become biggest dog services operation

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Pet food firm brings 'hope' to coral reef restoration


Through one of its most well-known brands Sheba, Mars Petcare is marking the launch of its latest purpose-driven campaign with a £1.25m investment in in-store and online support across all channels to raise maximum awareness among new and existing shoppers to the brand. 


Over the past 13 years, Mars Petcare has worked with community ambassadors on coral reef restoration and as a result, more than 285,000 coral fragments have been planted and 19,000 reef stars have been installed to date, all using locally sourced materials.


Sheba built the reef to visibly spell out the word HOPE from the seabed, using restored coral as a symbol to show the world how positive change can happen within our lifetime. The creation of the Sheba Hope Reef programme brings an important issue to the forefront among pet lovers and beyond, serving as a hub for training others as well, including reef builders, ambassadors and staff at national parks, NGOs, and governments, so that the project can grow elsewhere. 


Kim Smet, Interim General Manager at Mars Petcare, said: “Sustainability is at the heart of our efforts at Mars Petcare to create ‘A Better World for Pets’ and that’s why we’re committed to sustainably source 100% of the fish used in our pet food recipes. However, sustainable fishing depends on the seas’ resources and this can only be achieved by supporting these incredible natural assets.


“It’s important to us that we share our journey with our loyal customers and consumers, and we aim to do this through our in-store and online activation. In order to drive long term success, we need consumer support in watching our ‘Film That Grows Coral’ to raise vital funds. Fish is an important ingredient that allows us to provide pet owners with healthy, nutritious and high-quality pet food, and we know that sourcing practices are increasingly important to shoppers. This campaign will highlight our commitments and the action we’re taking to drive change.”


Running until March, in-store point of sale materials will be available to help retailers across all channels spread the word on Sheba Hope Reef. In-store activation and media support will encourage new and existing shoppers to support the campaign through their choice of purchase and watching the campaign video online.


The funding generated from the video views will be donated to the Sheba campaign partner, The Nature Conservancy, to support coral restoration projects.

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