Yorkshire-based pet food company Inspired Pet Nutrition became a £200m business in accounts made up to June 2023. 

Currently celebrating 100 years since its establishment in animal feed in 1923, the family-founded company is now daring to dream of becoming a £500m+ sales business within the next five years.

Inspired Pet Nutrition (IPN) spent the first 25 years growing to a £100 million sales business and then doubled in the following five years through organic growth and the acquisition of Pet Food UK Ltd in 2021. It has not stopped there, with new weekly sales records continuing as momentum across the multiple pet categories it operates within drives new growth.

Richard Page, grandson of the business’ founder James R Page, took over the reins from his father, Bill Page, in 2006. At that time, the business was the home of the Wagg brand, a leading value brand sold in the mass market.  It is now a house of brands, from Wagg and Harringtons to Barking Heads, Meowing Heads and AATU. At the heart of all the brands is the same mission: to make great pet nutrition affordable and accessible to all, no matter the buyer’s price point.

The Page family business was originally set up as a wheat trading business, but quickly moved into producing animal feeds in the mid-1920s. The company stopped producing animal feeds and relaunched as a pet food business, Wagg Foods, in 1990.

In 2007, IPN invested in the Real Pet Food Company, which now houses the manufacturer’s treats kitchen and wet food plant. A year later, the company launched the natural dog food brand Harringtons, starting their mission to make premium pet foods affordable to all without compromising on quality. Harringtons is now the largest dry dog food brand sold in mass markets and also now serves the wet dog, wet cat, and treat pet categories.

The pet food industry and Inspired Pet Nutrition are fast-growing and resilient; L. Catterton became the majority shareholder in 2015 when the business relaunched under its current name from Wagg Foods, and in 2020, private equity business CapVest became the new majority shareholder after a successful sale by L Catterton.

Launching an organic and acquisition-led growth strategy under CapVest, 2021 saw IPN acquire Pet Food UK, home to premium brands Barking Heads, Meowing Heads and AATU. This new buy-and-build approach shows no sign of slowing as IPN aims to become a major player in the category and European landscape.

Commenting on the future, Chairman Richard Page said: “As a family-founded business, there was always limited capital; everything had to be hard-earned and justified. It meant we wasted nothing, turning simple opportunities into money-making methods, took our losses quickly and moved on. Fundamentally, we made decisions and bet on ourselves.

“Hitting the £200 million sales mark is such a milestone for Inspired Pet Nutrition, but we always look ahead. Our financial forecast for the next five years is to more than double the business through both organic growth, by continuing to democratise the areas where we can offer the consumers better value, and  M&A. Alongside this, the coming years will see more waste removed from packaging and the supply chain, improved customer service and a focus on growing our brands into new sub-categories – especially wet feeding and treats.

“Ultimately, our ambition is to become one of the ‘Big Three’ UK pet food manufacturers. We need to acquire more businesses and optimise the strength of our leading brands as they stretch into adjacent categories. Bringing new brands and manufacturing capabilities into the IPN platform will allow us to strive for even better pet nutrition that’s accessible to all.”

Sustainability, as well as affordable nutrition, is key for the business. In 2020, the company became the first major UK pet food manufacturer to be certified carbon-negative, achieved with a combination of accurate carbon assessment and offsetting for its production, manufacturing, office and people. To date, the company has offset over 34,000 tonnes of Co2e and donated 3.5 million meals to pet charities thanks to its Miles & Meals programme.

Through partnerships, the company has set up a lasting sustainable legacy. It’s on a mission to plant one million trees with Ecologi and has partnered with Leeds Beckett University to build a roadmap to Net Zero emissions, including any created in its supply chain. Currently, 95% of IPN’s packaging is recyclable, but the company is aiming for 100% recyclable, reusable or refillable packaging by 2025.

IPN’s unique position within the pet food industry is based on market-leading nutrition. Natural, fresh and meat content that correlates to the buyer’s price point ensures there’s an IPN brand for any pet owner. James Lawson, Chief Technical Officer at IPN, says that the legacy of Yorkshire values has contributed to where the company is now: 

“We still champion the same core Yorkshire values that we see as the DNA of the business – to make great pet nutrition affordable and accessible to all. Whatever the brand or price point, we make sure we invest more quality nutrition in every mouthful than the competition. We continuously improve the taste and digestibility of our foods, particularly using fresh ingredients to assist us in this pursuit of making the very best food money can buy.”

There’s a distinction between IPN’s pet food brands and competitors, which Lawson says comes from joining the dots better than anyone else:

“We start the recipe production process by understanding the taste and nutritional requirements of the pet better than anyone else. We source natural ingredients and farm produce, and then there’s a transformational piece in the middle where we design, make and pack our foods. 

“It’s so simple; by doing this in a technically superior and more cost-effective way, we deliver more natural, nutritional goodness to more pets than anyone else.” 

Naturaw has taken the UK pet food market by storm in recent years, seeing amazing growth in such a short space of time. Its trend-setting range of products also picked up three New Product Awards at successive PATS exhibitions.

As the Wetherby-based business looks forward to more expansion in 2024, we take a look at the company’s startling success and find out how it all started.

Founders Jess Warneken (above left) and Tom Johnson (above right) with director Chris Broadbent.

How did the Naturaw story begin?

Jess Warneken founded the business, along with Tom Johnson. Back in 2010 Jess completed a degree in Animal Sciences at Lincoln University where, whilst it was predominantly equine based, she elected to complete modules on canine nutrition as part of studies which piqued the interest in nutrition. Tom and Jess were prompted to change all the family’s pets to a raw diet when their beloved Ridgeback Louis began suffering from chronic ear and skin infections. They switched between several brands of dried foods, with varying degrees of improvement, but nothing really cleared it up. After taking the plunge to raw, Louis no longer had any of the dark itchy skin on his belly, nor was he constantly shaking his head and scratching his ears.

That was the inspiration for the business and the family never looked back, adding many new furry faces to the family both feline and canine over the years, all of whom are positively thriving on their species appropriate diet.

Is it true the business started as a retailer of raw food?

For two  years we were solely a retailer of raw food. However, we never felt we could truly stand by products where we believed there were flaws, be it plastic packaging, meat with no provenance or questionable ingredients or ratios. Deep down our passion was always to create something truly special of our own, that we could be proud of. Thankfully Tom has a history in graphic design so we were in the position where we could develop branding/packaging all ourselves (and this is still the case to this day, everything is done in house) which would have otherwise been out of reach to us as a small business. So, in October 2016 we launched our range of raw food made in our own little production kitchen. We proudly launched as the first raw pet food in the UK to have Organically certified (OFG) products.

Was this purely online?

Business started as online direct-to-consumer only when we borrowed warehouse space from Jess’ parents business which was an Organic Veg Box Scheme. As the freezers started to take over we moved to our first dedicated premises. We have since grown dramatically and now feed thousands of dogs a month and have a sizeable trade following with well over 200 independent stockists across the UK. We also have a small click & collect facility for local customers who want to pick up from our factory and HQ here at Thorp Arch, Wetherby.

How did the manufacturing side of the business grow?

We started manufacturing with a second-hand mincer bought from a factory who made sausages for Asda. Quickly demand increased to such an extent that Tom was staying at work and making the food until 4 am so that it was ready to be packed by the team first thing in the morning. This was unsustainable, so Tom and Jess sold their house and invested the proceeds into a mincer and filling machine to upscale the process and meet demand. Produced completely in-house, we crafted every aspect ourselves using our experience and

knowledge. From the coarser mince made from quality cuts of high welfare British meat, to the beautiful compostable packaging – packaging that we strongly believe is labelled to an unbeatable standard in clarity.

Who comes up with the recipes and ingredients for your food?

Jess, of course. Now Jess has two little girls, born in 2020 and 2022, she has stepped back on the day to day and Tom and Cath are tasked with ongoing sourcing of ingredients and planning of production. We have long standing relationships with most suppliers.

Has winning New Product Awards at three successive PATS Telford helped the business?

PATS has been a great success for us. Having exhibited at Telford in September 2021 for the first time we were thrilled to win the New Product Award for our Louis & Ada Natural Treats. To then follow that up with the Dog Food Category wins for Forage in 2022 and then 2023 as overall best new Dog Food Product was amazing. The business has certainly followed as spectacular growth in our stockist base and corresponding sales has seen this important channel now accounting for around 25% of sales.

How have your production facilities changed over the years?

Demand for our range has proved to be unprecedented, and the business has moved both in 2017 to Hessay York and then again in 2021 to our new Headquarters at Thorp Arch, each time quadrupling in size. We now have a 20,000 sq foot factory and warehouse facility with separate offices that future proofs our further expansion plans. Repurposing an ex-DFS warehouse with newly fitted out production kitchens and fully automated production lines in 2021, our facilities have evolved to enable staff to graduate over the years from a mainly manual labour cottage industry to now work with state-of-the-art processes that ensure the very highest levels of safety, quality and efficiency. We are producing hundreds of thousands of tubs of food per month and have the capacity to do much more as demand and product ranges grow.

Is it true you installed a solar power system in your present facility and that it powers your raw food production?

Naturaw was the first Raw Dog Food business in the world to become a B Corp and is the UK’s only raw dog food producer also to have been awarded the King's Award for industry – Sustainable Development. As such, sustainability is central to the business rather than a ‘bolt on’ exercise.

Here are some of the interventions we have put in place over the last three years since moving to Thorp Arch:

• Naturaw is committed to being totally Plastic Free; this has meant dropping certain products that cannot be source without plastic in the last 24 months - as a result of this and our supplier policy, certain 3rd party supplier were dropped in 2021; to ensure we conserve the oceans, only MSC certified sustainably sourced fish and mussels are used in our products
• Working with ‘One Tree Planted’ which is a non-profit organisation dedicated to global reforestation by planting trees to restore nature and biodiversity. Naturaw donated one tree for every subscription or trade order purchased; the scheme is monitored and measured quarterly within the business. In its first year the One Tree Planted project planted 2,500 trees, 12 months on, Naturaw have planted over 13,000 trees; adding 8,000 in the last year. A target of an additional 10,000 in the coming year has been set; the ultimate goal is 100,000 trees by 2030.
• Sustainable packaging across all products that is completely compostable and plastic-free; totally natural, food-safe and GM-free; each tub is sealed with a compostable bio-film and wrapped in an FSC-certified cardboard sleeve, printed with vegetable inks.
• Solar Panels on the factory roof powering all production machinery and c. 40% of total energy requirement for the business
• EV charging points powered by the Solar PV, free charging for all employees

Naturaw delivers products to stockists using an electric van.

Sustainable Credentials:

• Naturaw was awarded the first ever King’s Award for Enterprise in April 2023 for outstanding achievement in Sustainable Development
• Naturaw is a member of the trade body, UK Pet Food (Formerly PFMA)
• Naturaw has Ethical Accreditation from the Ethical Company Guide
• Naturaw is one of only c.1,700 UK companies certified as a B Corporation, the only Raw Pet food manufacturer in the world (at time of print!)

Which has been your bestselling product?

Our range of 500g raw minces come in around 20 flavours across the core range, best sellers include Surf & Turf, Beef & Venison, or Beef & Organic Chicken.Our Forage range is growing at the fastest pace and makes up a substantial volume of sales for customers wanting a complete product. During the Christmas period, our Festive Forage and Festive Original mince are both very popular for the big day!

What’s next for Naturaw?

More initiatives around ‘community’ is next on our list to develop our presence and what we can do to give back in our local area…who knows what else 2024 has in store, watch this space.

PATS 2024, reverting to its original title of the Pet & Aquatics Trade Show, will introduce a focussed Aquatics Zone to its three-day exhibition, which takes place at Telford International Centre from Sunday, 29^th September to Tuesday, 1^st October 2024.

The Aquatics Zone will be a dedicated area for aquatics and watergardening exhibitors and will showcase all of the latest launches from the leading manufacturers and suppliers.

“The launch of the Aquatics Zone at PATS is really exciting and has been welcomed by the aquatics and watergardening sector,” said organiser Gordon Thomas.

“We know from our previous attendance figures that 615 retailers who visited PATS Telford in 2023 had an interest in aquatic products, and that was without any of the major content we have now planned for 2024. We will be working hard in the coming months to ensure the leading suppliers and the right buyers make the Aquatics Zone a great success at PATS 2024.”

“To emphasise the importance of the Aquatics Zone we have revived the original name for PATS – the Pet & Aquatics Trade Show.”

The Pet & Aquatics Trade Show will be the biggest ever in the exhibition’s 15-year history and will take over the whole of the Telford International Centre.  It will be exclusively a TRADE ONLY event.

The Zone will be located in Hall 1A of Telford International Centre as shown on the plan below, located next to the show entrance, and can accommodate up to 40 exhibitors. It will also feature its own dedicated New Product Showcase and refreshment area.

Pet product suppliers will again be exhibiting in Halls 1, 2 and 3.  With the new three show days, retailers will also have more opportunity to spend longer at the show and ensure they visit all product sectors.

Aquadip, which has been supplying UK retailers for over 25 years, was one of the first companies to book stand space in the Aquatics Zone and commercial director Joey Abrahams expressed excitement at the prospect of attending.

“As a Dutch-based supplier of live, frozen and dried fish food, aquarium plants and water treatments to UK retail outlets, public aquaria and zoos, I am thrilled to hear that PATS is introducing a dedicated aquatics section into its trade show,” said Joey.

“The fusion of pets and aquatics under one roof promises a great three-day event. It is ideal for us to connect with our existing customers but also to meet potential new ones.

We can showcase our whole range of products and explain that customers do not have to worry about customs or other paperwork since Brexit. This is all covered by our UK entity allowing customers to order without any worries.”

Other leading companies who have already reserved stand space in the Aquatics Zone include ALF, Aqua One, Cloverleaf, Fluval and Exo Terra, OASE, Pettex and Zoomed.

Retailers and buyers can register their interest in visiting PATS 2024 by visiting www.patshow.co.uk, which has all the up-to-date information about the show.

Photographs of PATS Telford 2023 are available to download at

https://stewartwrittle.dphoto.com/album/dollqv

For further media information please contact Neil Pope by email press@impact-exhibitions.com

Swansea-based Dewkes, set up during the Covid pandemic by James and Jane Bygate, is investing £150,000 in the business and has ambitious plans for growth in the next three years.

Dewkes has a shop in The Mumbles, and now a doggy-café welcoming four-legged friends and their owners in Sketty. The company also supplies counter-top selections of treats to pubs, cafes, hotels, holiday destinations and many other establishments. 

“The hospitality industry is picking up on the benefits of creating the right experience for dog owners and their pets, and finding there are substantial rewards,” said James.

The company presently has a turnover of £500,000 and is aiming to double this to £1 million in the next year, increasing the staff of seven to 11 in that time. Within three years, it is hoped to bring the workforce up to 17 to cope with higher demand as turnover rises further.

“Businesses find that looking after both owners and their dogs too can be very good for them and this is why demand for the products is growing so quickly. As we put it, we are looking to cater for dogs with a social life,” added James.

The £150,000 investment package, half of which comprises funds from private investors, has been cornerstoned by Tata Steel subsidiary UKSE in the form of a £75,000 loan. Rob Barber, UKSE Area Manager, said: “We were very impressed by the business plan which demonstrates a route to growth and the potential to create lasting jobs. We wish James and Jane every success as they grow the business and we are delighted to be providing support.”

UKSE works in former steel areas to help create a strong and sustainable economy, providing equity and loan packages to businesses with growth potential, as well as offering high quality business accommodation at their centres in Cardiff and Ebbw Vale. 

Dewkes has received support from the Business Wales Accelerated Growth Programme (AGP) funded through Welsh Government. This included mentoring and specialist advice on market analysis and planning, coaching and developing a customer relationship management system.

Richard Morris of the Excelerator Consortium, which delivers the AGP programme said: “Seeing Dewkes flourish is a testament to the power of strategic guidance and targeted support. Their success in the burgeoning pet product market is a clear indicator of the Dewkes leadership team’s quality, strategic acumen and market responsiveness.”

The size of the market for pet products has grown exponentially as a result of Lockdown, with some 34% of British homes now having a dog, and is estimated to be worth £1.6 billion and increasing. 

New clients for the business include food service providers such as Castell Howell Foods, Pembrokeshire Foods, Diverse Fine Foods as well as Cotswold Fayre.  These are in addition to other contracts with Haven Holidays and Red Funnel Ferries. “Our products are sold around the UK and with this investment from UKSE in particular we are looking to increase our share of the wholesale market,” added Mr Bygate.

To explore how Dewkes can elevate your hospitality experience with our premium dog snacks and to learn more about our growth journey, visit our website at www.dewkes.co.uk . For trade inquiries or partnership opportunities, contact us at james@dewkes.co.uk or call 01792 986163.

The Pet Sustainability Coalition (PSC) has partnered with UK Pet Food – the leading trade body for the UK pet food industry – to open the Packaging Pledge program to its members this year. 

Since its launch in August 2022, PSC has provided tools and resources for 15 pet brands and distributors to enable their transition to recyclable, refillable, or compostable packaging by 2025. PSC looks forward to launching a UK-focused cohort to address sustainable packaging challenges and solutions through this partnership.

The PSC Packaging Pledge seeks to drive necessary change in the pet industry through engagement across the entire supply chain. It is a program that helps companies meet voluntary, public, and time-bound commitments that will improve the sustainability of their packaging.

“We commit to transitioning toward recyclable, refillable and compostable packaging by 2025” – PSC Packaging Pledge.

It was constructed in consultation with many leading experts and directly aligns with the Ellen MacArthur Foundation’s New Plastics Economy Global Commitment.

According to Ali Boden, Sr Packaging Program Manager at PSC, “more than 300 million pounds of flexible plastic packaging is created in North America by the pet industry each year, with 99% of it ending up in landfills due to the commonly used multilayer multi-material nature of pet food and treat packaging. The Packaging Pledge aims to provide the resources and guidance for the pet industry to advance their packaging toward scalable sustainable solutions and reduce landfill-bound pet packaging waste.” In addition to flexible plastic packaging, the Packaging Pledge provides resources for all types of commonly used packaging in the pet industry. 

Packaging Pledge Performance

Since launching the Packaging Pledge at SuperZoo, one of the pet industry’s signature trade shows, PSC has had the opportunity to collaborate with pet brands and distributors with diverse product portfolios and operations. 

The current 15 signatories include:

• Austin and Kat
• Baja Naturals
• Boxiecat
• Canidae
• Earth Animal
• FeraPet Organics
• H&H Group (Zesty Paws & Solid Gold)
• Instinct
• MPM Products
• Petcurean
• Phillips Pet Food & Supplies
• Primal Pet Group
• Project Watson (Bausch & Lomb)
• Stella & Chewy’s
• ZIWI

“Plastic packaging is one of the most complex and largest sustainability issue’s we have at Earth Animal. We also know that the global plastics landscape is ever-changing, therefore, no one company can navigate this issue on their own. By becoming a founding donor and signatory of the PSC Packaging Pledge, we have engaged with a group of connected, sustainability experts that have helped transform our packaging strategy. As a committed participant of this collaborative initiative, we have developed invaluable relationships with like-minded, solution, and action-oriented organizations worldwide. Together, we have been inspired to share experiences, vital insights & perspectives, and resources with each other that have truly enhanced our positive environmental impact!” - Stephanie Volo, Earth Animal

“Being a committed member of the Packaging Pledge has significantly transformed MPM Products approach to sustainability. Engaging in this initiative has allowed MPM to forge valuable connections with like-minded businesses globally. As part of this collaborative effort, we relish the opportunity to exchange innovative ideas, share experiences, and address common challenges. The Packaging Pledge has created a platform for us to navigate the complexities of enhancing our environmental impact collectively.” - Joy Stevenson, MPM Products

According to Nicole Paley, Deputy CEO at UK Pet Food and Sustainability lead: “We would love to see a cohort of our members added to this list of signatories. When a company commits to the PSC Packaging Pledge, they are immediately provided with a variety of tools and resources to assist them in their sustainable packaging journey.”

Support Tools and Resources include:

• Peer Working Group: All signatories gather for bi-monthly collaborative sessions to share individual packaging resources and participate in roundtable discussions.  
• Business Case Support: All signatories have access to business cases that inform stakeholders of proven successes within sustainable packaging.
• Supplier Marketplace Access: A directory of pre-vetted packaging suppliers offering sustainable packaging solutions.
• Legislative Updates: Bi-annual global packaging legislative updates both written and presented by experts.
• Signatory Badge & Digital Assets: A “Packaging Pledge Signatory” badge to proudly display on websites and social media outlets, as well as social media templates that include their company logo and promote their commitment.
• Benchmarking & Reporting Tools: Access to benchmarking tools, individual packaging strategy consulting hours, and any packaging strategy workshops or events provided by PSC.

How to Join

The Packaging Pledge has traditionally been only available to PSC members, however, through this opportunity with UK Pet Food, members of UK Pet Food will also be able to participate in the Packaging Pledge.

If you are a UK Pet Food member interested in joining the Packaging Pledge, please reach out to Ali Boden, Sr Packaging Program Manager: packaging@petsustainability.org. 

Don’t forget, current PSC members are welcome to participate in the Packaging Pledge too! Please contact Ali Boden to learn more about PSC member rates and to discuss your sustainable packaging goals.

Who doesn’t like to be on a list? Especially when said Top 100 list is the UK’s longest running and most prestigious compilation of high-flying disruptors and challenger brands. Besides being the top performing pet food provider on the list (No.54), Mr Bug was also named the 2023 winner of Startups Just Started prize.

The Just Started award winner was chosen in collaboration with the UK’s Small Business Commissioner, Liz Barclay, who selected five exceptional startups within the top 100 list

Choosing Mr Bug, Liz Barclay added: “Mr Bug is tapping into what will be a growing need, taking the risk as an ‘early adopter’ and innovating, demonstrating one practical solution whilst shifting public opinion and human behaviour,” Mr Bug is innovative, growing impressively and demonstrating the potential to play an important part in resolving impending food supply insecurity exacerbated by climate change. What is starting small today could soon have huge potential around the globe.”

Devon-based founder Conal Cunningham said: “In 2023 we were lucky enough to win a number of pet industry and sustainability-themed awards so to follow this up so early in 2024 with a prestigious business award is beyond our wildest hopes.”

Mrbug.co.uk

Supreme Petfoods has been recognised as an honoree in the small animal food category of the Pet Age Editor’s Select awards, for its Science Selective Rabbit food range. 

Each category features product lines personally selected by Glenn Polyn, Pet Age’s editor-in-chief, and the accolade is testament to the long-standing reputation that the range has for supporting rabbit health and wellbeing.

From its inception with Science Selective Adult Rabbit, the Science Selective Rabbit food range has grown to include a junior diet meeting the nutritional requirements of young growing rabbits, a senior diet for rabbits over four years of age, as well as Science Selective House Rabbit, and Selective Naturals Grain Free. With recipes formulated with premium natural ingredients, the single component extruded nuggets are high in fibre and highly palatable without the need for any added sugar.

Claire Hamblion, Marketing Director at Supreme Petfoods, expressed the company’s delight in receiving additional recognition for this popular range, saying, “We are so pleased to receive the award. Our commitment to listening to our customers and providing high quality nutrition that meets the needs of small pets is at the heart of everything we do. As expert knowledge around small pet nutrition has increased, and owners have become increasingly well-informed, so our Science Selective range has evolved.”

While species-specific diets have been a cornerstone of the company for over 30 years ago, the addition of nutrition tailored to life stage and lifestyle represents a more recent initiative. Claire explains that expanding Science Selective to encompass these diets was a natural development, saying, “We know that the three of the most common rabbit health issues seen by veterinarians are dental disease, gastrointestinal stasis and obesity. These conditions are intrinsically linked to the feeding of poor-quality or inadequate diets. From extra protein for growth and development, to reduced energy levels to help maintain a healthy weight in older pets, providing nutrition tailored to individual needs, helps support optimal health, even reducing the risk of conditions such as arthritis in older pets.”

An innovative Food For Life marketing campaign has played an important role in raising brand awareness around the Science Selective range. Featuring a commercial strategically targeted across key digital platforms including YouTube, Instagram, Facebook and TikTok, the campaign has reached a global audience. On a local level, an extensive array of point-of-sale materials, including free samples, helps retailers drive sales and foster customer loyalty. Free samples, particularly effective with highly palatable brands like Science Selective, allow owners to try a product before they commit to purchasing, helping start rabbits on a lifelong journey of optimum nutrition.

To find out more, contact Supreme Petfoods on experts@supremepetfoods.com or visit https://supremepetfoods.com/products/

A party game called Ten Bone Bowling, described as the world’s first party game where a dog can play too, has been shortlisted for the Gift of the Year Awards. The product is suppled by Big Potato Games.

Also shortlisted are Grinch Pet Toys from Fizz Creations Ltd. These toys are crafted in likeness of the beloved Grinch and his loyal companion Max the dog.

The shortlisted products will be judged for the second time round in person at February’s Spring Fair, taking place at the NEC from February 4-7. They will be on display through the duration for judges to fully review the brands, as well as being on display to an international audience.

To see the pet gift shortlist click here

https://www.giftoftheyear.co.uk/2024-categories/pet-gift

Retailers who sell pond plants are being advised to stop selling plants named as Gunnera manicata because of the likelihood that many plants under that name are the result of crossing with G.tinctoria, which is banned from sale.

Under the Invasive Alien Species (Enforcement and Permitting) Order 2019 G. tinctoria cannot be sold. A recent research paper published by the Royal Horticultural Society asserts that all G.manicata in trade is either the cross between G.manicata and G.tinctoria, or misidentified G. tinctoria. Defra has confirmed that these hybrid plants should therefore not be sold. OATA’s advice also therefore covers Gunnera × cryptica which is the name of the hybrid plant.

“Our advice to retailers is to not stock or sell any giant Gunnera species because, unless their suppliers can prove provenance, it may be a hybrid species,” said OATA Chief Executive Dominic Whitmee.

“Defra has informed us that the cross of G. manicata and G. tinctoria is banned from sale because hybrids of a parent that is banned, in this case G. tinctoria, are also banned under the Invasive Alien Species (Enforcement and Permitting) Order 2019. Although legally, G. manicata can still be sold, we advise it is removed from sale because it is highly unlikely to be pure and it is very difficult to accurately identify young plants.

“We are currently working with DEFRA to understand the invasive potential of the cross and whether trade restrictions are justified.”

OATA recommends the following Gunnera species are not sold:

• G. tinctoria (old name G. chilensis)
• G. × cryptica
• G. manicata (old name G. brasiliensis)

It is important to check the plants you are selling are correctly labelled and match the species sold.

OATA is also aware that there continue to be sales of Gunnera tinctoria – which is illegal to sell. If these are spotted they should be reported using OATA’s online reporting tool on its website. https://ornamentalfish.org/what-we-do/advice-information/report-a-problem/ 

The latest paper on the topic can be found: An investigation of large-leaved Gunnera L. (Gunneraceae) grown outside in Britain and Ireland | Sibbaldia: the International Journal of Botanic Garden Horticulture (rbge.org.uk)

The latest paper on the topic can be found: An investigation of large-leaved Gunnera L. (Gunneraceae) grown outside in Britain and Ireland | Sibbaldia: the International Journal of Botanic Garden Horticulture (rbge.org.uk)

Read the previous RHS paper here and another published on Plos One here.

Fettle has introduced the highly anticipated Organic Pumpkin Powder, a solution for pet digestive health, exclusively launching in retail stores. It has been seveloped to address anal gland issues and combat fishy odours.

Fettle's strategic retail debut aims to enhance the shopping experience for pet owners.

Co-founder Alex Taylor-Grout said: “Our retailers are pivotal partners, and this exclusive launch reinforces our dedication to their success.”

The company invites retailers who share the passion for pet well-being to join the Fettle family and offer exclusive access to the Organic Pumpkin Powder. By becoming a stockist, retailers not only align with a brand dedicated to premium pet health but also gain exclusive privileges in showcasing the highly sought-after Organic Pumpkin Powder.

Contact:

Trade Enquiries: trade@fettlepets.com

General Enquiries: support@fettlepets.com

Brits are being asked to put their pups on a stricter diet this New Year as research reveals that pets have likely overindulged at Christmas.

New research of 2,000 UK dog owners by pet food brand Edgard & Cooper has found that more than three quarters of dog owners (76%) admitted to letting their pets overindulge this Christmas, with 73% giving their dogs Christmas dinner. London dog owners are identified as the worst culprits in the UK, with 81% admitting to allowing their pet pooch to overindulge during the festive season by feeding them Christmas dinner.

The research also revealed that Londoners are also more likely than anyone else in the UK to put their dogs on a diet in the New Year, with 37% saying they would if they’d overindulged. 

This New Year Edgard & Cooper is encouraging dog owners to learn the truth about veggie diets for dogs as we hit Veganuary and adopt a flexitarian approach. The pet food brand is working with Ella Mills, health advocate and founder of Deliciously Ella, to bring awareness of the benefits of putting your dog on a flexitarian diet, to combat weight gain after the festive season. 

Despite 52% of Brits eating more plant-based foods themselves over the past few years, only 37% know what a flexitarian diet is and even less (29%) know that this can be applied to their pets too, showing that there is much to learn about how this emerging trend caters to canines.

With only 27% of owners looking to restrict their dog’s diet after the festive feed, Edgard & Cooper’s pet nutritionist, Mikki Koot, explains why it’s important to watch what our pups eat:

“What might seem like a small treat in our eyes, can actually mean a calorie overload for your pup. Did you know that when you give a 20kg dog 1 cube of cheese (60gr) the human equivalent is 2 doughnuts? And 1 rawhide bone (190gr) equates to 7 doughnuts!”

Ella Mills, the mind behind the plant-based brand Deliciously Ella and a partner of Edgard & Cooper, has already seen the benefits of a flexitarian diet for her family, including their dog Austin:

“Most of us know that a plant-based approach for humans is incredibly powerful, with vegans in the UK having half the carbon footprint of carnivores, but there’s still a real stigma around a flexitarian approach for dogs. I’ve certainly noticed a nervousness around a plant rich approach for dogs, but the science is clear, it can be a very healthy diet that has a very positive impact on our planet.”

Introducing more vegetables into a pet’s diet is an easy addition to their meals, with the research showing that our dog’s already love crunching on carrots, broccoli, sprouts and peas – all important ways to incorporate healthy vitamins and minerals. 

Edgard & Cooper is on a mission to make pet food better for our best friends, and this is part of their ongoing campaign to change legislation to make pet food labelling clearer for owners, so we all understand the ingredients in our dog’s dinner.

Sign the petition now.

Natures Deli, available to purchase through Pedigree Wholesale, understands that dogs are an important and beloved member of the family. That’s why the brand carefully crafts nutritious, tasty dog food and treats free from artificial colours, flavours and preservatives. 

Each dry dog food, treat, or wet tray is developed with high-quality ingredients and is available in flavours and varieties that dogs will love at any stage of their life, with digestion in mind.

The range includes wet and dry dog food available in grain-free variations. You can also find a tasty treat range, including the most recently launched, award-winning pastes. These pastes suit a broad range of shoppers and their pets’ needs, and have just been highly commended in the Product of the Year award in the Food/Treats category at the PetQuip Awards 2023. 

Natures Deli is exclusively available to the specialist pet trade. The dry and wet ranges are on sale throughout January, a great time to stock up in-store and introduce them to new customers looking for something healthier for their dogs. 

Find out more about the range and the portfolio of products by visiting the Pedigree Wholesale website: https://petproducts.co.uk/natures-deli/

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Charmaine (Charlie) Richardson, a well-respected key account manager in the pet industry, has joined Belgian company Pet Concept as its UK sales manager. She previously worked at Sharples Pet.

Charlie said: “I have now aligned myself with PetConcept, who specialise in private label sourcing. The company has been established for over 25 years and has built long lasting relationships with a large network of manufacturers in both Europe and Asia. 

“With over 20 years’ experience in the trade after having been with Sharples Pet (Sharples n Grant) for 14 years and previously Pet Brands and Trixie, I am really excited about working with Pet Concept and the opportunity to bring not only potential cost savings, but innovation, new products and import consolidation to UK retailers.”

For an open conversation about your private label/sourcing/import needs, contact Charlie on 07854 861577 or email uksales@petconcept.com

Pet Concept Website:

Sourcing partner in pet products | Pet Concept | Herentals

And for a simple one-minute introductory video:

About us | Pet Concept NV

The British Independent Retailers Association has said the low footfall figures for the festive season are disappointing and have confirmed what a challenging year it was for shop owners.

The BRC-Sensormatic IQ Footfall Monitor report for December showed that footfall had decreased over the month.

The report showed:

• Total UK footfall decreased by 5.0% in December (YoY), down from -0.7% in November.
• High Street footfall decreased by 4.2% in December (YoY), down from -1.7% in November.
• Retail Parks footfall decreased by 4.8% in December (YoY), down from -1.0% in November.
• Shopping Centre footfall decreased by 7.4% in December (YoY), down from -2.2% in November.

Andrew Goodacre, CEO of Bira said: "These footfall figures are very disappointing and confirm what a challenging year it has been for so many independent retailers. The only silver lining to this footfall cloud is the fact that high streets have done better than other locations, showing that people still prefer to visit shops on the high street.

"As well as needing some luck with the weather, looking into 2024 we need the government to focus on improving consumer confidence. This can be achieved through ensuring financial stability and focusing on economic growth. We also need to recognise that whilst on-line is an important part of retail these days, more than 70% of all retail purchases are still in shops. High streets are still integral to communities and local economies throughout the UK, and so we need to see continued investment in these all important locations."

Helen Dickinson OBE, BRC Chief Executive, said: "December’s heavy rain left many shoppers reluctant to brave the elements, who instead opted to browse online before making final purchases, or shop online altogether. This led to a substantial decline in footfall levels compared to December 2022, when there was significant pent-up demand for in-store shopping post Covid-restrictions. Some cities, such as Edinburgh, bucked the trend, and saw footfall levels rise in December thanks to recent investment in new, exciting shopping destinations.”

She added: “With a general election on the cards later this year, we are calling for the political parties to set out a clear and cohesive plan for retail in their manifestos. This plan must take account of the regulatory cost burden and broken business rates system which are limiting business investment and growth. Ways also need to be found to create thriving shopping destinations and drive customer footfall back up again in 2024.”

IVC Evidensia have published their latest annual Positive Pawprint sustainability report, revealing key milestones reached in 2023, alongside other successes that the leading veterinary group has achieved.

The report details global figures that have been collected from all available territories, and includes plenty of stand-out UK highlights across the three main pillars: Caring for People, Caring for Patients and Caring for the Planet. 

One of the main highlights was that 26 practices have now been registered as Positive Pawprint Partners in the UK, with a further 150 working on the sustainability toolkit. This is since the first partner practice, Rhyd Broughton, registered in November 2022.

This exponential growth in the scheme means that more practices are embedding sustainability into their culture and adopting initiatives and targets to benefit people, patients, and the planet. 

This includes reducing antibiotic usage, more efficient recycling processes, creating links with local charities and increasing the number of Mental Health First Aiders to over 500.

In addition, Positive Hoofprint Toolkits, launched in September 2023, are now being adopted in farm and equine practices across the UK.

Rowe Veterinary Group is just one of the new partners for 2023 and Veterinary Surgeon Rachel Power had this to say about joining the scheme:

“The Positive Pawprint Toolkit provided a framework to look at sustainability across our clinic, including improving staff well-being, maintaining high clinical standards, and excellent client and patient care. 

“At Yate, we have used it to evaluate our clinic and make sustainable changes. The checklists split the project into bite-sized parts, making it less overwhelming. Being a Positive Pawprint Partner is just the start, there’s lots to work on!” 

Caring for people

• Over 2,000 days of clinical professional development
• Launch of Flexible Working Toolkit 
• 47 students enrolled in the Ethnic Diversity Scholarship Scheme
• Over 500 Mental Health First Aiders in the UK
• Partnering with the DPJ Foundation providing a new mental health initiative for farm vets
• UK national partnership with StreetVet
• Over £88k donated to 102 local charities through Community Grants Fund

When it comes to people, IVC Evidensia has been clear on providing access to Flexible Working, through a usable toolkit and other resources to help colleagues find a work/life balance to suit them. There has also been success in nurturing diversity and inclusion, with an increased number of students joining the Ethnic Diversity Scholarship scheme in 2023.

Caring for patients

• 2,155 given life-saving treatment by the Care Fund
• 51% of practice waiting rooms offer species-specific areas to reduce patient stress
• 16% reduction in outpatient antibiotic prescriptions
• 4,500 Wellness Screenings successfully delivered (since Nov 2022)
• 259 research projects underway

Animal welfare is at the heart of what the group has set out to achieve, with a focus during the previous year on equipping colleagues with everything they need to deliver patient care safely and to the highest quality.

There has been an emphasis on quality improvement with the launch of a new QI Hub, reduction of antibiotic usage across the network and a record number of Care Fund uses, helping to save as many lives as possible.

Caring for the planet

• 100% renewable electricity sourced for UK practices
• 487 practices equipped with energy-efficient lighting and heating systems
• Zero waste to landfill from UK practices
• 50 bee-friendly practices
• 30% less plastic used by switching to more environmentally friendly syringes

Caring for the Planet is at the heart of the Positive Pawprint Strategy, continually working towards a greener future for the entire group by using more renewable energy sources and transitioning towards a net-zero climate impact. In the UK this has also included 100% of waste being diverted from landfill and ensuring more non-hazardous waste is recycled. 

Healthy animals, happy owners

Simon Smith, Group CEO for IVC Evidensia, had this to say in an introduction to the latest report: “Across IVC Evidensia, as a large international network, we embrace our responsibility to use our expertise, resources and financial strength to drive real and lasting change in the vital and fast-modernising veterinary profession.

“Embedding environmentally sustainable approaches across our varied network is a challenge, but it’s one that our dedicated teams are passionate about delivering.

“Thanks to all our teams across the world for their ongoing dedication to supporting our sustainability efforts, as we work to become not only the best veterinary group in the world, but also the best veterinary group for the world.”

To read the full global Positive Pawprint report, you can head over to the group website here.

Cani Cross competitor Sarah Gillam and dog Sonic, which is fed on CSJ foods, secured a win at the British Champs to take the title for the third year in a row.

It was another great win to add to that in late October 2023 when the pair had returned from the ICF World Championships proudly waving the GB flag as Vice World Champions! 

Sarah’s dog Sonic, or ‘SuperSonic’, is a three-year-old Eurohound male and her ‘go to’ for fast 5k races. She said: “He’s about 29kg, strong, fast and just loves to run!  He is quite a sensitive boy and at home he is the soppiest dog who will always be cuddling you! He is also a total food monster and has to eat from a slow feeder!”

She currently has three dogs and when asked what qualities she looks for in dogs she added: “Our races are normally 5k so I need a dog with good speed but also speed endurance. A strong head and focus is also very important for racing. The dogs are part of the family so they also need to have a lovely character and be easy going at home!”

Sarah said the greatest challenges she faces are keeping herself and the dogs fit, and peaking both of their fitness to their key races.

She is also committed to encourage more young people to train as handlers by providing inspiration and education by hosting workshops and potentially travelling the country introducing and training more people in the sport. “I’d just love more people to be aware of Cani Cross and for it to actually be classified as a sport of its own,” she said.

For more on CSJ products visit www.csjk9.com or call 01745710470.

Northern Parrots has announced the return of the UK’s biggest show for parrot owners, Think Parrots, in 2024. It promises to be bigger and better than ever.

After a five-year break, Think Parrots will be staged at  Kempton Park Racecourse on June 9.

Hundreds of parrot enthusiasts are expected at the event, looking to take advantage of having access to experts, services and products all under one roof. 

Visitors can enjoy masterclasses from Franz Dahlheim, creator of Your Parrot food, with more displays and experts to be announced.

The show aims to educate pet parrot owners about the best diet, lifestyle and behaviour for their pet. 

For more details visit https://www.thinkparrots.uk, email info@thinkparrots.uk or call 0330 164 1904.

Supreme Petfoods, a leading figure in small pet nutrition, is venturing into the canine category with the introduction of Dolly Dog Tasty Bones, Dolly Dog Crunchy Cookies, Danny Doggy Donuts and Danny Dog Yummy Sticks, to its award-winning Tiny Friends Farm range. This strategic move, driven by the company’s robust growth and three decades of small pet nutritional expertise, marks a significant milestone for Supreme.

Recent market research underscores Tiny Friends Farm’s standing as one of the most recognised brands among small pet owners. 53 percent of these individuals also own a dog, and there is significant opportunity to gain the loyalty of these multi-species owners with a brand they already know and trust.

Claire Hamblion, Marketing Director at Supreme Petfoods, explains the company’s strategic move, saying, “Pet owners use Tiny Friends Farm as their main small pet food for its price, availability and quality, but mostly because their pets love the food. With an 83 percent positive buzz about the brand, expanding into the dog category is a natural progression. Small pet owners are ‘pet people’ and we are delighted to offer their canine companions the same exceptional quality and value that their small pets have enjoyed.”

With over 25 years of expertise in manufacturing and selling branded treats from their own bakery, Supreme has been successfully making two of the dog treat recipes featured in the new Tiny Friends Farm range for over two decades. Having previously been sold under private label, the enduring popularity of these recipes highlights existing marketplace demand for both the brand and the formulations. Claire emphasises the company’s dedication to the range extension, stating, “We will be putting all our efforts in to making Tiny Friends Farm as successful in the dog category as it is in small pet.”

Made with the same commitment to quality that has defined the Tiny Friends Farm reputation, the new treats are packed with tasty natural ingredients and gently oven-baked for maximum flavour. Danny Dog Doggy Donuts and Dolly Dog Tasty Bones are formulated with chicken, and Danny Dog Yummy Sticks feature a blend of chicken and garden vegetables. Dolly Dog Crunchy Cookies offer a plant-based option with peanut butter. The treats also contain essential nutrients to support health, from vitamin D3 to promote bone health to vitamin E to support healthy skin and coat. All Supreme’s new meaty dog treats are manufactured in a separate facility to Supreme’s small pet food, to ensure all their foods for pet rabbits and other small herbivores remain meat-free.

To enhance emotional engagement, the dog treat packaging showcases the new Tiny Friends Farm characters, Danny Dog and Dolly Dog, aligning with the rest of the range. The packaging has been designed with in-store displays in mind and retailers looking to stock the treats can benefit from a comprehensive range of point-of-sale material to support sales. 

Tiny Friends Farm Danny Dog Yummy Sticks and Dolly Dog Cruncy Cookies come in a 200-gram pack size with a recommended retail price of £1.39, Dolly Dog Tasty Bones come in a 160-gram pack with RRP £1.59, and Danny Dog Doggy Donuts come in a 200-gram pack size with RRP £1.59. 

To find out more, contact Supreme Petfoods on experts@supremepetfoods.com or visit https://supremepetfoods.com

A long-serving pet shop has come up for sale again at an online auction.

 All Pets in Lowestoft is being marketed as a freehold shop with deceptively large accommodation located in a prime retail area, with rear access to private enclosed parking.

The shop went ‘unsold’ at a similar online auction last November.

The agents, Auction House in East Anglia, states in its promotional material: “The ground floor shop has over 1500 sq ft of space including rear garaging and parking. There is a dry basement and numerous storage areas. 

“The shop has been a pet shop for many years but is to be sold with vacant possession. This high footfall location could be used for a variety of alternative uses or developments (subject to planning).

“The property is being sold freehold subject to the sale of the first floor flat which has been sold on a long lease with a ground rent income of £150 pa.”

All Pets in Lowestoft is located at 116 Bevan Street East, Lowestoft, Suffolk NR32 2AG. There is a guide price of £80,000 - £100,000 (plus fees).

The ‘For Sale By Auction’ will take place at 11am on February 7.

For more details and pictures CLICK HERE

AQUAH, which claims to be the UK’s largest aquatic and reptile event of its kind, is set to take place at the NAEC Stoneleigh on 6th-7th April 2024. The organisers have confirmed it will be a combined trade and consumer show.

The event hopes to bring together aquatic and reptile enthusiasts from all over the country to celebrate their shared passion and explore the latest trends and advancements in the industry.

Attendees can expect a wide range of exhibitors, showcasing a variety of reptiles, amphibians, fish, and other aquatic creatures, as well as a selection of related products and services. Red Sea, Tropical Marine Centre, the AAC and Casco Pet are confirmed exhibitors.

With expert talks, various competitions, and a vibrant atmosphere, AQUAH promises to be an exciting event for all reptile and aquatic enthusiasts to enjoy. There will be no sale of reptiles or fish at the event.

Nick Hugill, Chief Executive Officer of organisers Aqua Group, said: “We are thrilled to be delivering AQUAH 2024. The show is years in the making, meticulously curated in response to the growing passion and enthusiasm within the UK for aquatics and reptiles. AQUAH is more than just an event; it’s a celebration of a vibrant community coming together.”

Lowri Croydon, Head of Venue Sales, NAEC Stoneleigh, commented: “We are delighted to be welcoming AQUAH in 2024. Our central location lends itself to captivate a wide audience with utilisation of some of our prime indoor exhibition space. We are confident that AQUAH will be a huge success here at NAEC Stoneleigh, and we are excited to work closely with Nick and his team to ensure a seamless and memorable experience for all attendees.”

For more information visit: https://aquah.co.uk/

Leading international pet food manufacturer United Petfood, from Belgium, has announced the takeover of Dutch company De Haan Petfood.

De Haan Petfood, located in Nieuwkoop, the Netherlands, specialises in the production of wet dog and cat food in the form of high-quality meat chunks in gravy. With over six decades of experience in the production of canned wet food for worldwide export, the company brings significant expertise to the United Petfood family.

“The takeover of De Haan Petfood opens up new avenues in terms of wet food and enables us to keep up with growing demand,” United Petfood states.

A spokesperson for De Haan Petfood said: “We are pleased to be joining the UP family and we are convinced this will allow us to consolidate our business success. On a commercial level we can pool our resources while existing UP clients get access to an experienced manufacturer of canned wet food. We will also be able to share our know-how and experience on an operational level. Following the takeover Eddy Nijhof will remain in place as the site’s Managing Director, guaranteeing service and continuity for existing business relations.”

United Petfood is active in over 95 countries worldwide, including the UK.

Henry Bell has helped a popular garden centre to re-lay its store through its innovative vertical merchandising concept, which has been designed to grow the number of customers purchasing wild bird care products, maximise the potential of in-store floor space and drive an increase in market spend.

The reconfiguration of merchandise at Flowerland, Iver, in Buckinghamshire has provided an aesthetically pleasing and highly effective 21-square-metre store-within-store, dedicated to a broad range of Henry Bell Wild Bird Care feeds and accessories. All work was carried out by the brand’s skilled sales team with ongoing support and guidance from the Henry Bell Head Office.

Tony Clare, Henry Bell Wild Bird Care Commercial Director, said: “Flowerland, Iver, has been a customer for four years and during this time we have worked closely with the store manager and his staff. We have grown to know them and their customer-base extremely well and were delighted to implement the re-lay to boost the business’s sales and improve margin delivery.

“Our merchandising concept might be simple, but it certainly packs a punch, bringing some brilliant commercial benefits to customers who adopt it. We think the Henry Bell display area looks incredible and we’re delighted that Flowerland decided to unleash the potential in this exciting display area.”

Flowerland, Iver, store manager Jack Cox, added: “The Henry Bell sales team has done a superb job. We couldn’t believe how fast everything was – from start to finish in only 48 hours! The reaction from our customers has been extremely positive and we’re certainly seeing lots of the brand’s wild bird products going through our tills.”