In This Issue
PATS gets set for a memorable 10th Sandown show
Hundreds of new launches to be unveiled at the big show
Pet exhibition opens its doors next Tuesday
Pet industry counts cost as country store chain goes into administration
TV personality to present animal welfare awards
Sales of Webbox pet food break £4m barrier
Great stories behind Petface's Christmas 2018 collection
Classical music proven to calm and comfort dogs
Anco get set to unveil major re-branding
Nineteen 87 parked the bus at Crufts to entice dog owners to try tasty baked ranges
Helping businesses to thrive in ever-changing pet market
Natures Menu launches True Instinct to consumers at Crufts
Specialist trade has key role in fight against pet obesity
Baked treats, raw food, harnesses, bow ties and nervous anticipation at Crufts
Get your own copy of Pet Trade Xtra
Fire destroys Gardman warehouse at Daventry
Group55 wins International Award for second year running
PIF connects members to huge savings on exclusive telecom deals
A new, fresh look to celebrate Cotswold RAW's PATS debut
Beast from the East causes Wild Bird Care sales uplift
Leaving wet food out for a cat could give it food poisoning
Eukanuba launches search to find ambassadors
Pets Choice makes it a hat-trick at Crufts 2018
Evolution Aqua look to appoint Area Sales Manager for Bermuda brand
Inca wins nation's heart to scoop HiLife PAT Dog of the Year
Tetra products tested against rival brands
Natures Menu promises special offers at PATS Sandown
It’s arrived! Turmeric tincture from CSJ
The best of the previous Pet Trade Xtra
B&M removes pet treat from shelves after dog death
Wiltshire pet store set to close after almost 40 years
Pet firm makes it into Top 100 'Best Small Companies to Work for' list
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Classical music proven to calm and comfort dogs
  • Observation shows that the score of classical music, written especially for dogs, has a positive impact on their wellbeing
  • On average the dogs’ pulse rates were reduced by an impressive 22%, demonstrating that classical music can relax, calm and comfort our canine friends
  • Composer, Iain Jackson, developed ‘A Dog’s Tale’ in partnership with advanced nutrition brand, Eukanuba, to help owners and dogs to live life well together

 

It is scientifically proven that classical music can have a relaxing effect on the human body, slowing the pulse rate, lowering blood pressure and decreasing stress levels. But can the same be said for our dogs?

 

With over 8.5 million dogs living with us in our homes, that’s the question which inspired Eukanuba to team up with composer, Iain Jackson to create an original classical score, performed by a ten-piece string orchestra, and assess the impact the music had on the dogs’ stress and anxiety levels.

 

Commenting on how he approached developing the score, composer, Iain Jackson said: “There were two key elements in writing this piece of music for the dogs. Firstly, we wanted to create something that would have a calming effect and help to relax dogs. And secondly, we wanted to tell the story of a dog’s life from puppy into junior, adulthood, then as they mature and become a senior dog. We wanted the music to demonstrate the building blocks of each individual life stage, representing a dog’s nature, personality and overall wellbeing, whilst also celebrating the companionship that we share with our dogs. This acted as our blueprint for developing the score, telling a true ‘Dog’s Tale’.”

 

To demonstrate the impact, the music was played to a focus group of dogs of all life stages, across a variety of breeds, including a three-month-old Lhasa Apso puppy. Introducing the dogs to unusual looking instruments, in an unfamiliar environment, with new people and dogs they hadn’t met before, could have been overwhelming, which is why the results are incredibly surprising and impressive.

 

Eukanuba’s Veterinary Training Manager, Kellie Ceccarelli, was on hand to monitor the dogs’ reactions and assess their pulse rates, ensuring that they were calm and not stressed. Each of the seven dogs had their pulse rates taken before entering the studio to set a benchmark of their relaxed state and then again after listening to the piece of music. Each dog’s pulse rate lowered, with an average 22% reduction across the group, demonstrating that classical music can in fact have the same calming effect on dogs as it does on humans. 

 

Discussing the results, Kellie said: “I was slightly apprehensive that all of the new experiences we were introducing the dogs to could cause them to be slightly stressed in an environment that we wanted to be calming. But it was the complete opposite. They were calm, relaxed and quickly settled on the beds with many of the dogs falling asleep. And to see an average reduction of 22% in their pulse rates was really quite staggering.

 

“One of the best parts for me was the effect the music seemed to have on both the owners and the dogs together, it almost seemed to strengthen the relationship between them. This is not something we anticipated, and it was very emotional to experience.

 

“At Eukanuba, we want to help people to live a long, healthy life with their dogs, and we now know that classical music has a real impact and really could help dogs and owners to live life well together.”

 

With such positive initial results, ‘A Dog’s Tale’ by Eukanuba is now facing the ultimate test with a debut performance at Crufts. Aiming to create an oasis of classical calm in the middle of the world’s biggest dog show. Iain will lead the ten-piece string orchestra in a bid to gently relax and calm the dogs attending the event from all over the world.

 

To download the track, visit www.SoundCloud.com/EukanubaUK or watch the creative process as documented by Eukanuba by visiting https://vimeo.com/258770525 (password: Pawchestra18).

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