British pet companies exhibiting at Zoomark in Bologna, Italy, this week have hailed the three-day event a huge success with an impressive amount of international interest being shown in their product ranges...
British pet companies exhibiting at Zoomark in Bologna, Italy, this week have hailed the three-day event a huge success with an impressive amount of international interest being shown in their product ranges.
PetQuip, the trade association for the pet product sector, organised and supported the UK exhibitor group of 30 companies. Ranges on show included accessories, food, treats, well-being and cleaning products, supplements, toys and packaging inspiration.
“The show has been a success for the British group, who have met with new markets, prospective new clients and existing contracts," commented Emma Brazier, Event Manager for PetQuip. "It has been a vibrant show from beginning to end.
“It has been such a pleasure to work closely with the Zoomark team, who have really pushed the boundaries on this event to introduce so many initiatives."
The PetQuip team presented a British Market Focus workshop on Tuesday as part of the official conferences and events programme. The session focused on the UK pet sector and included market background, trends and information on retailers and consumers in the UK. The presentation featured content from a UK consultancy, the UK pets and aquatics trade show PATS as well as information about how PetQuip can assist both suppliers and buyers.
PetQuip hosted an information stand at the show, providing refreshments, advice and an interpreting facility for the exhibitor group.
The NEXT Award for Pet Innovators – a new recognition dedicated to start-ups that are transforming the pet industry with original ideas and pioneering technologies – was presented for the first time at Zoomark,..
The NEXT Award for Pet Innovators – a new recognition dedicated to start-ups that are transforming the pet industry with original ideas and pioneering technologies – was presented for the first time at Zoomark,
The award went to Carepet by Domethics, a smart pet bed that monitors vital signs such as heart rate, breathing, and sleep quality, along with environmental conditions in real time through a dedicated app.
With the NEXT Award for Pet Innovators, Zoomark reinforces its commitment to supporting emerging innovation by giving visibility and growth opportunities to the most promising new players in the pet industry.
The winners of the Pet Vision Awards – recognising the most innovative and original products in the pet food and pet care sectors – were revealed at Zoomark 2025...
The winners of the Pet Vision Awards – recognising the most innovative and original products in the pet food and pet care sectors – were revealed at Zoomark 2025.
Selected by a panel of international pet industry journalists, the awards honour the products and services that best embody the four key megatrends shaping the future of the pet industry.
The winners in each category, presented by Paola Cane, CEO of MiaSolution, were:·
Representing the Value for Money megatrend, which identifies products and services with a high quality-price ratio, VisioFocus Animal by Tecnimed S.r.l. claims the first prize: a contactless infrared thermometer that measures pets' temperature directly from the eye, combining precision and practicality with excellent value for money.
Lunch Boxes for Dogs & Cats by Viozois Sa, the pet food range presented in an original 100% recyclable lunch box, free from composite materials, combining environmental sustainability, ease of use, and optimal food preservation, wins among the products and services that stand out for environmental sustainability and social responsibility (Green Transition).
For the Brain & Health megatrend, which gathers products that promote the psychophysical well-being of animals, including cognitive and behavioural development, the winner is Natsbi Steamed Dog by Gosbi Pet Food: dog food with a high percentage of meat or fish (85–90%), gently steamed to preserve nutrients, without the need for refrigeration or freezing.
Finally, topping the podium in the Mini Mania category, dedicated to products and services designed to meet the specific needs of small pets, is the Linea Fieni by Mantovani Pet Diffusion Srl: a range of natural hay and snacks for rodents, made with plant-based ingredients and sun-dried hay, designed to provide nutrition, dental hygiene, and behavioural stimulation for small animals.
With the Pet Vision Awards, launched in the previous edition, Zoomark continues to celebrate innovation and the evolution of the pet market, spotlighting cutting-edge solutions that improve the lives of companion animals and respond to new consumer demands.
An advertising watchdog has dismissed claims that a media campaign by the RSPCA misleadingly represented the welfare standards afforded to animals farmed under the RSPCA Assured scheme...
An advertising watchdog has dismissed claims that a media campaign by the RSPCA misleadingly represented the welfare standards afforded to animals farmed under the RSPCA Assured scheme.
The Advertising Standards Authority (ASA) ruled that a YouTube video, TV ad and a poster were unlikely to mislead about the care standards afforded to animals.
The YouTube video (see below), on the RSPCA’s own account, featured various animals including computer-augmented cows, chickens, and a pig in industrial farming facilities, an emaciated dog, a turtle in a suitcase, and a racing greyhound singing Aretha Franklin’s version of the song “Respect”. That was followed by a scene of a snail being picked up and placed on a potted plant with a voice-over that stated: “What a sight to behold. One snail, delivered safely from harm’s way.” On-screen text then stated, “EVERY ANIMAL DESERVES OUR KINDNESS. RESPECT. RSPCA FOR EVERY KIND. SEARCH. SHARE. SUPPORT”.
The Royal Society for the Prevention of Cruelty to Animals (RSPCA) explained that the purpose of the ad campaign was to encourage people to rethink their relationships with all animals and treat them with kindness and respect. The campaign was part of a new brand strategy designed to respond to the growing challenges faced by animals worldwide and to encourage people to reappraise the RSPCA, and animal welfare, as an important cause of our time. Rather than shock, the campaign was intended to start conversations about animal welfare, offer hope, and leave people feeling inspired and motivated.
Mars has announced the launch of a range of AI- powered tools, enabling pet parents to easily monitor their pets’ health. This launch is part of Mars’ $1 billion investment in its pet nutrition business...
Mars has announced the launch of a range of AI- powered tools, enabling pet parents to easily monitor their pets’ health. This launch is part of Mars’ $1 billion investment in its pet nutrition business driving digital innovation, aimed at transforming the pet parent experience.
Greenies Canine Dental Check is a new digital AI tool which makes monitoring the appearance of dog’s teeth and gums simple – all from a smartphone photo. The tool brings together Mars’ iconic and trusted brands and 90 years of science-backed innovation to give pet parents more insights into their pets’ health.
80% of dogs suffer from gum disease but most pet parents remain unaware. With 38% of dog parents considering their pets the most important part of their lives and 32% identifying their dog's illness as their greatest source of stress1, empowering pet parents to manage their dog's dental health becomes even more critical. Greenies Canine Dental Check bridges this gap, making it easy to detect signs of tartar buildup and gum irritation early, helping dogs stay happy and healthy.
Snap a Photo – Take a quick picture of your dog’s teeth and gums using your phone.
AI Analysis – The tool scans for signs of tartar buildup and gum irritation in seconds, using an AI model trained on over 53,000 images of dog mouths.
Instant Insights – Pet parents receive easy-to-understand results, along with recommendations on next steps.
Ikdeep Singh, Global President of Mars Pet Nutrition, comments: “For 90 years and counting, Mars has been making pet parenting better and now we’re making it easier than ever to monitor and support their pet’s health. Greenies Canine Dental Check is just the beginning. By bringing together our iconic brands, and expertise across our science, diagnostics, veterinary and digital teams, we’re providing pet parents with the tools they need to better understand and care for their pets every day."
With the pet care market anticipated to expand by 45% through to 2030 and pet parents expecting more digital experiences, today’s launch signals an important step to ensuring Mars is not only meeting the current expectations of pet parents but also anticipating future needs.
Mars plans to expand its digital health portfolio throughout 2025 to offer tools that provide real time insights into overall wellbeing, all at the click of a button including IAMS Poopscan, an AI-powered tool designed to analyze a dog’s feces and monitor stool consistency, which may provide insights into their digestion and health.
The founder of a specialist pet industry marketing and PR company, Tillymint Marketing & PR, has been named one of the 50 most influential independent consultants in the UK, as part of the inaugural Independent Impact 50...
The founder of a specialist pet industry marketing and PR company, Tillymint Marketing & PR, has been named one of the 50 most influential independent consultants in the UK, as part of the inaugural Independent Impact 50.
This prestigious new accolade celebrates the extraordinary influence that independent practitioners have on the organisations they advise, on professional learning and development, and on the evolution of the PR and communications sector as a whole.
Alison Gallagher-Hughes, founder of Staffordshire-based Tillymint Marketing & PR, was recognised for her fearless, strategic counsel, her ability to help clients think differently, and her ongoing commitment to raising standards in communication practice. She was among the 50 honourees celebrated at a special event on Thursday 1 May, in the Balcony Room overlooking St Paul’s Cathedral, at the Swan Theatre, London.
The event brought together a vibrant community of outstanding independents who are making a difference not only in the work they do for clients but in their generous support for peers and dedication to the profession. The judging panel, along with the CEO and representatives from 72 Point, the award’s sponsors, were also in attendance.
Alison is a former journalist (Liverpool Star, Hereford Times and Express & Star). She founded Tillymint Marketing & PR in 2020 after a PR career working in-house and agency. Her approach is grounded in insight, creativity, and a collaborative ethos that empowers clients and uplifts the wider industry. Alongside her consultancy work, she plays a key role in supporting the professional development of others and is Co-Chair of the Chartered Institute of Public Relations (CIPR) Midlands Group.
“To be named in the Independent Impact 50 is both humbling and energising,” said Alison. “It was a privilege to be in the room with so many brilliant independents, each making their mark in their own way. This recognition reflects not just individual effort but the strength and generosity of the independent community.”
The Independent Impact 50 initiative is a much-needed celebration of freelancers and consultants who are helping to evolve and strengthen the PR and communications sector - through innovation, integrity, and an unwavering commitment to professional excellence.
Natures Menu has announced the launch of its Educational Roadshow, with an array of events dedicated to its trade partners...
Natures Menu has announced the launch of its Educational Roadshow, with an array of events dedicated to its trade partners.
Hosted at locations across the UK, each event will delve into Natures Menu’s exciting new products, point of sale and innovations for 2025. The brand will provide the opportunity for Trade partners to ask questions, as well as offering an interactive mix feeding station previewing its 2025 product pipeline.
Natures Menu will deliver interactive sessions throughout each evening guiding attendees through a comprehensive overview of new product developments and technologies, with special help from Melanie Sainsbury RVN, Veterinary Technical Learning and Development Specialist.
Melanie states, “Thanks to over 40 years of expertise in raw and natural feeding, we pride ourselves on providing pets with highly nutritious and flavourful food options. We’re excited to be taking our products on the road, where we can show our pet retailers all that Natures Menu has to offer.”
With a total of five events in Newcastle, Manchester, Bristol, London, and Birmingham – Natures Menu is offering each valued attendee a goody bag containing a range of carefully selected items, along with an exciting prize draw, giving everyone the chance to win – £50 Natures Menu Hamper for 1st place, £30 Hamper for 2nd place, and £20 Hamper for 3rd. There will also be a networking buffet to close each event.
With space limited to 50 people per event, companies are permitted to a maximum of 4 places at these FREE events. Registration closes one week prior to each event date.
For more information, speak to your Natures Menu local Business Development Manager or call 0800 018 3770.
Petello Nobblys Dental Dog Chews are more than just a delicious treat, they are a great choice for dog owners who want to support their pets’ dental health while keeping them occupied...
Petello Nobblys Dental Dog Chews are more than just a delicious treat, they are a great choice for dog owners who want to support their pets’ dental health while keeping them occupied.
Vegetarian and gluten-free, Nobblys are designed in a unique, fun shape with signature ‘nobbles’ to make them easier for dogs to grip while also helping to fight plaque and tartar build-up.
Available in a variety of shapes, the range includes the signature Original Nobblys design and the innovative Tough Brush. The Tough Brush features longer nobbles for deeper 360° clean to help improve a dog’s dental hygiene. The recipe is the same as the original Nobblys, but comes in three slightly bigger sizes to suit a range of breeds.
The range also features a fresh Mint flavour, available in both the Original and the Brush varieties. Infused with natural Mint Oil, the Nobblys Mint-flavoured lines help freshen a dog’s breath to promote a clean, healthy smile.
Each variety comes in a range of sizes to suit all breeds and are formulated with Pea Starch and Sweet Potato Starch, which are excellent sources of grain-free and gluten-free carbohydrates for energy. They are also enriched with Vitamin E and Brewer’s Yeast, providing an extra boost of B vitamins for added nutritional benefits.
Offering strong retailer margins, the chews come in colour-coordinated display cases, ready to set up on shelf to make an impact in-store. Plus, each chew comes with its own hang tag with an individual barcode, allowing for flexible display options.
Starting at just £0.49 RRP, Nobblys are an affordable, high-quality dental care solution for owners seeking value without compromising on quality.
Under the Petello brand umbrella – home to other high-quality dog food and treat brands such as Doodle’s Deli, Yak Cheese Dog Chews and Natures Deli – Nobblys are exclusively available to the specialist pet trade via Pedigree Wholesale.
Trusted by horse owners as a quality, low sugar and low-calorie fibre option, Honeychop Chopped Oat Straw is now gaining recognition as a sustainable, multi-purpose product that goes far beyond the stable...
Trusted by horse owners as a quality, low sugar and low-calorie fibre option, Honeychop Chopped Oat Straw is now gaining recognition as a sustainable, multi-purpose product that goes far beyond the stable.
Whether you’re caring for a greedy pony, a donkey, chickens or small pets, Honeychop’s Chopped Oat Straw is the perfect British-grown solution for healthy feeding and can also be used as a sustainable bedding option too.
Grown, harvested and packed in the UK using locally sourced oat straw, this natural, dust-extracted product is not only kind to animals but kinder to the planet too. With low food miles and fully compostable, Honeychop is proud to offer a product that fits into a more environmentally conscious way of caring for animals.
Designed with animal welfare in mind, Honeychop Chopped Oat Straw is a fantastic feed option for:
Overweight horses and ponies prone to laminitis
Donkeys who require a high fibre, low calorie diet
Alpacas and llamas who similarly need low-calorie, high-fibre forage
And it’s not just for feeding – this versatile product can also be used as a natural, cost-effective bedding for:
Chickens, ducks and other poultry
Rabbits, tortoises and other small pets
Why Oat Straw? Softer and more palatable than wheat or barley straw, oat straw is the great choice for animals – making it better accepted by fussy eaters and more comfortable underfoot or paw.
Key Benefits:
100% British-grown – supporting UK farms and reducing transport miles
Dust-extracted – great for sensitive respiratory systems
Fully compostable – return it to the earth after use
Multi-purpose – suitable for feeding and bedding
Soft - absorbent and easy to handle
So, whether you’ve got a cuddly companion or a cheeky cob, Honeychop Chopped Oat Straw offers a smart, sustainable solution that animals – and their owners – can feel good about.
Discerning dog owners in the UK can now elevate their pet’s grooming experience with the launch of Barklogic UK, a luxurious new range of all-natural dog grooming products designed to bring the pet-spa experience home...
Discerning dog owners in the UK can now elevate their pet’s grooming experience with the launch of Barklogic UK, a luxurious new range of all-natural dog grooming products designed to bring the pet-spa experience home.
Crafted with the finest botanicals and thoughtfully formulated using only natural ingredients, the Barklogic UK collection offers dog lovers a new standard in pet care, while staying cruelty-free and vegan. Housed in beautifully designed, luxurious bottles with metallic labelling, this new grooming range is made to be proudly displayed on bathroom shelves.
The launch range features three bespoke blends:
“Pet parents are seeking grooming solutions that reflect the same quality and values they expect from their own personal care products,” said a spokesperson for Barklogic UK. “We’ve created a range that not only performs exceptionally, but also delivers a truly luxurious experience – for dogs and their humans alike.”
Barklogic UK is now available to retailers, groomers, and distributors nationwide. For trade enquiries contact: sophie@frankiecommunications.com
Vital Pet Group has appointed two Business Development Managers to cover the South West and Midlands areas...
Vital Pet Group (VPG) has appointed two Business Development Managers to cover the South West and Midlands areas.
David Holman, the new Business Development Manager for the South West, has years of experience as well as fantastic relationships with the pet trade. He also matches the VPG ambition of bringing great value and quality to its customers.
Peter Brame, Group Trading Director for Vital Pet Group, said: “I'm really pleased to welcome David back to the Pet Trade as Business Development Manager for the South West. Having recently had a small break away from the pet sector, David was desperate to come back into the sector and we are delighted to have him on board. With his experience, customer relationships and local knowledge, David will be a familiar face to many. We have been looking for quite a while for someone who matches our ambition and who can slip seamlessly into our business and into further developing relationships on behalf of VPG.”
Meanwhile, VPG has announced the arrival of David Parsons as Business Development Manager for the Midlands. David will be instantly familiar to the retailers across the region having worked the previous eight years within the pet arena.
Peter Brame added: “It feels like we have the perfect fit with David joining VPG. He loves the Midlands and has a real passion for the independent pet trade across the middle of the country. His energy and enthusiasm are infectious and we can see why retailers love working with him. It has been a long time since VPG can say we have had a team on the road covering the country and, with David's addition, we can spend more time with customers in their businesses. David is fully committed to what we are trying to achieve here, and I believe he will be an absolute asset to our team.”
A blaze broke out in a pet and fishing shop in the Norfolk town of Stalham on Saturday...
A blaze broke out in a pet and fishing shop in the Norfolk town of Stalham on Saturday with three engine crews tackling the fire.
Firefighters wore breathing apparatus as they used main jets and hose reel jets to put out the blaze at Stalham Angling and Pet Centre on High Street.
One witness told the Great Yarmouth Mercury: "I got up at 4am and then heard noise from fire engines outside already. Smoke started billowing out of the pet shop doorway."
Zoomark has become a member of the European Pet Organisation (EPO) – the voice of the pet sector at European level. EPO brings together relevant national pet sector associations across Europe and represents the members’ interests at EU level...
Zoomark has become a member of the European Pet Organisation (EPO) – the voice of the pet sector at European level. EPO brings together relevant national pet sector associations across Europe and represents the members’ interests at EU level.
This important step further strengthens Zoomark’s institutional role and confirms its commitment to supporting responsible pet ownership and encouraging dialogue throughout the supply chain — from the international business community to pet-owning families.
As a leading platform for industry professionals, with over 1,300 exhibitors and 30,000 professional visitors from all over the world expected at its 2025 edition, Zoomark becomes an even more strategic player in promoting growth, sustainability, and innovation in the pet sector.
“Our membership in EPO represents a significant step forward in Zoomark’s growth and mission,” says Enrico Zannini, General Director of BolognaFiere Cosmoprof.
“We are proud to support the values of responsibility, transparency, and cooperation that EPO stands for, and we’re convinced that this partnership will offer new opportunities for sharing expertise, addressing key regulatory developments, and strengthening the voice of the pet sector in Europe.”
With its growing international visibility, Zoomark joins EPO not only as a trade fair, but as a key player in facilitating connections between business and society. This positioning is also supported by the synergy with QuattroZampeinFiera (QZF), the B2C event by BolognaFiere Cosmoprof that connects directly with pet families and consumers in Italy, providing EPO with further access to education, awareness-building, and engagement with pet owners.
“Thanks to our dual role through Zoomark and QuattroZampeinFiera, on one hand, we create a stage for the entire supply chain to meet, collaborate, and grow, on the other, we help spread a culture of responsibility and respect towards animals, by engaging with families and pet lovers directly. We will support the work of EPO strengthening responsible pet keeping and supporting the industry’s best practices” explains Luisa Bersanetti, Exhibition Manager of Zoomark and QZF.
Italy is one of Europe’s most important pet markets, with over 65 million companion animals, a mature retail ecosystem, and increasing demand for quality, transparency, and innovation in pet care. Zoomark’s presence within EPO offers the European association the opportunity to consolidate its positioning in this key territory and develop new initiatives in line with the sector’s evolving needs.
“Italy stands out among Europe’s largest pet markets,” says Svein A. Fosså, President of EPO. “The addition of Zoomark to EPO allows us to open new channels of dialogue and collaboration with a broad and qualified player, and to further pursue our mission of promoting responsible pet ownership, legislative coherence, and sustainable development across the continent.”
Zoomark’s participation in EPO will be reflected in upcoming activities throughout the year, reinforcing its central role in shaping the future of the European pet sector.
No nasty chemicals in Billy No Mates! and CSJ’s Skinny range of shampoo, spray, cream and skinny herbs – it’s only natural!..
No nasty chemicals in Billy No Mates! and CSJ’s Skinny range of shampoo, spray, cream and skinny herbs – it’s only natural!
Recent scientific research into sea water, seaweed and shellfish found the presence of the insecticide imidacloprid particularly concerning.
Shockingly, despite banned for its use on crops by farmers 7 years ago imidacloprid is still used in some flea treatments for cats and dogs …
CSJ’s Ceri Rundle says, “Billy No Mates! our totally safe and natural 'easy-to-use' herb mix (in powder or tincture form) has no nasty chemicals. It has been trusted for more than 18 years and it’s simple to blend the aromatic combination of mint, seaweed, fenugreek, neem leaves and lemon balm into the pet’s food.
As farmers ourselves we are well aware of the damage chemicals are doing to the environment. Now with wet weather leading to sewers overflowing and discharging untreated sewage into rivers it’s increasingly important to solve problems with natural products instead of using chemicals.
Legions of dog owners have said goodbye to fleas, ticks and mites with our no.1 best- selling natural herb mix - Billy No Mates! is often imitated but never bettered.
Following its success we developed the Skinny range in 2011 – the trio of natural shampoo, spray and cream repels pests from dogs and horses, leaving them calm, soothed and smelling lovely too. It’s perhaps not surprising that it wasn’t long before people started using them on themselves too, making life better on walks and canine sports – naturally!”
For more on CSJ products visit www.csjk9.com or call 01745710470.
The best of last edition of Pet Trade Xtra
The top-read stories from last week's Pet Trade Xtra can be seen below, if you missed them...
Surrey-based Pet Trade Innovations is backing and offering industry expertise to Manchester-based PetTrust UK, headed up by entrepreneur Felix Robinson. The PetTrust UK database gives owners access to all the vital health information they need...
Surrey-based Pet Trade Innovations is backing and offering industry expertise to Manchester-based PetTrust UK, headed up by entrepreneur Felix Robinson.
Offering a solution to the fragmentated ‘microchip database’ market in the pet sector, which currently comprises over 20 different databases that’s at best confusing, at worst impeding the very point of a microchip by limiting any real practical benefits.
Unlike other databases, PetTrust UK gives you access to all the vital health information you need to know about your pet at your fingertips. Plus, if your pet goes missing, this information is stored in the PetTrust UK NCF-enabled digital dog tag.
It securely stores essential health information, like vaccination history, insurance details and health records along with all the relevant contact details. In the event of a pet being lost, the person who found your pet can scan the tag and send a drop pin location to you via the Pet Trust UK system, so your contact information is kept safe and secure.
Eliminating the hassle and expense of changing your pet’s microchip details, PetTrustUK is easy to use, cost effective and streamlines pet ownership. Ensuring peace of mind, all of your pet’s insurance details, health records, address, contact details are in one place.
PetTrust UK’s MD Felix Robinson explained: “If you’ve ever moved house and moved Vets, its notoriously difficult, oftentimes paper work gets lost, making treatment in an emergency more difficult especially when every second counts!
“When it comes to checking your pet’s insurance the data stored in the Pet Trust UK system makes it easy for you to provide accurate and up-to-date information, making getting the fairest quote much easier, faster and saving money in the process. I’ve owned dogs, cats and horses for over 30 years and have become increasingly frustrated with how fragmented the services designed to support the health and well-being of Britain’s pets has become.”
Alongside Pet Trade Innovations, Pet Trust UK is backed by Police CPI, Secured By Design and leading industry innovation expert Steve Driver, Pet Trade Innovations Ltd, it's not just innovating; they’re rethinking how pet safety and welfare work in the modern world and backing owners to give their pets the best futures and protection.
Steve Driver, Managing Director of Pet Trade Innovations commented: 'I am thrilled to be part of the solution that addresses one of the biggest frustrations for pet owners - keeping vital information up to date and easily accessible. Pet Trust UK systems not only streamline this process but also ensures pets receive the best care possible. Its re-thinking how pet safety and welfare work side by side in a modern world. The potential to revolutionize pet management while giving owners peace of mind makes this an incredibly exciting opportunity.'
The PetTrustUK database is free for owners to sign up and create a pet profile. Plus, pre-orders for their innovative NFC digital tags are also available on their website pettrustuk.com
A new trade association for pet professionals — the Animal Focused Alliance — has officially launched, offering essential support to businesses committed to raising standards of animal welfare across the UK.
A new trade association for pet professionals — the Animal Focused Alliance — has officially launched, offering essential support to businesses committed to raising standards of animal welfare across the UK.
The Alliance has been created by industry professionals who understand the unique challenges facing pet care providers today, particularly around licensing compliance under the Licensing of Activities Involving Animals Regulations 2018. Members who are required to be licensed must supply their license number on joining, ensuring the Alliance represents businesses who are fully committed to best practice and operating to legal standards.
Members of the Animal Focused Alliance will gain access to:
Regular sector updates on legislation, licensing, and welfare standards
Licensing support and guidance for members navigating regulatory requirements
A digital membership logo and window decal to demonstrate commitment to animal welfare
Access to exclusive discounts with training providers and partner organisations.
The Animal Focused Alliance is committed not only to supporting individual businesses but also to raising the profile of the pet care sector at a national level. By acting as a collective voice for responsible pet businesses, the Alliance will engage with policymakers, government bodies, and industry stakeholders to advocate for fair, informed legislation that reflects the realities of working with animals. Members will benefit from having their interests represented in discussions around licensing, regulation, and animal welfare, helping to ensure that future decisions are shaped by those who understand the sector best. The Alliance is not just about recognition — it’s about empowering pet professionals to thrive, stay compliant, and deliver outstanding animal care. It provides a trusted network for businesses who want to stay ahead of industry developments, promote their professionalism, and be part of a collective voice advocating for high standards across the pet care sector.
"Our vision is a supportive, informed sector where animal welfare isn’t just a checkbox, but at the heart of every decision," says Vicky Skinner, Director of the Animal Focused Alliance.
Whether you offer animal encounters, run a dog walking business, a boarding facility, a pet shop, grooming salon, or training classes, the Animal Focused Alliance offers tools and support to help you stand out for all the right reasons.
Prefera Petfood SRL has acquired the brand of THE PACK, a UK based pet food business known for launching high quality alternative protein products...
Prefera Petfood SRL has acquired the brand of THE PACK, a UK based pet food business known for launching high quality alternative protein products.
The brand acquisition represents the latest exciting development from Prefera which recently announced a partnership with BioCraft, who received registration to sell their animal cell-cultured ingredients in Europe.
THE PACK, launched in 2021 primarily selling direct to consumer and in 2022 they were selected for Mars Petcare backed accelerator Leap Ventures.
The brand has become known for highly innovative products in both wet and dried food and recently became the first brand in the world to sell a cultivated meat product for dogs with the launch of their treats Chick Bites into Pets at Home.
This new partnership marks the start of a new era for THE PACK which will see the brand join one of Europe’s most exciting emerging pet food manufacturers to bring a host of new high quality nutrition products to the market.
The deal will see THE PACK Founders Damien Clarkson and Judy Nadel join the Prefera team to drive the growth of the brand across the UK and Europe.
Damien Clarkson Co-Founder and CEO of THE PACK added: “In joining Prefera Petfood THE PACK is going to be able to create the next generation of highly nutritious products for pets. We are excited to combine our skills with the world class production talent assembled by Prefera and look forward to seeing the brand grow greatly in the coming years.”
Nicola Magalini, Managing Partner of Prefera Petfood added: “THE PACK has been one of the pioneering companies in the emerging alternative protein pet food market. Prefera are excited to add the brand to our growing portfolio of brands to work with Damien Clarkson and Judy Nadel, in growing the brand across Europe and expanding their range of products vastly.”
THE PACK will be present on the Prefera stand at Zoomark in Bologna, 5th - 7th May, Hall 36, D47, C48.
About Prefera Petfood In early 2024, a group of seasoned entrepreneurs united by a shared passion for pets and extensive experience in the pet food industry came together to form Prefera Petfood. With a team composed of veterinarians, nutritionists, and former senior leaders from renowned pet food companies. Prefera Petfood is dedicated to crafting premium, natural pet food for beloved companion animals.
About THE PACK THE PACK are revolutionising dog food one bowl at a time with nutritionally complete and innovative plant-based and cultured meat recipes.
Premium raw dog food manufacturer Benyfit Natural has announced its first major brand refresh since it launched in 2014...
Premium raw dog food manufacturer Benyfit Natural has announced its first major brand refresh since it launched in 2014.
Marking 10 years of dedication to natural, nutritious feeding for dogs, the rebrand retains recognisable visual elements whilst focusing on the brands core values of pet vitality, product quality and trust that pet parents have come to expect from the brand.
The transformation comes following extensive collaboration with the Benyfit Natural community, including customer workshops, surveys and consultation with trade partners. This collective feedback helped shape the new look & feel, highlighting active pets and premium ingredients through soft illustration.
Greg Van Praagh, Head of UK + Europe at Benyfit Natural, said: “After 10 incredible years, it was time to evolve our brand to better reflect who we are today. It highlights our ongoing commitment to the health and vitality of our customers dogs. The refresh celebrates the journey we’ve been on, maintaining what has made us special for the past decade. We’re excited for this next step in Benyfit Naturals journey and the chapters ahead.”
The new packaging is already rolling our across stores, with recipes and ingredients remaining unchanged.
Dog Rocks have revolutionised lawn care for dog owners, offering a unique, natural solution to the age-old problem of dog urine burn patches on grass...
Dog Rocks have revolutionised lawn care for dog owners, offering a unique, natural solution to the age-old problem of dog urine burn patches on grass. As the original and only 100% natural product of its kind, Dog Rocks have garnered global recognition, including the prestigious Queen’s Award in 2016 and the King’s Award for Enterprise in International Trade in 2023, testament to the brand’s innovation, reliability, and international success.
Proven health benefits and safety
Dog Rocks are simple igneous rocks mined and only found in Australia, designed to be placed in a dog’s water bowl. They filter out impurities such as tin, ammonia, and nitrates from drinking water, which are the primary culprits behind lawn burn. Importantly, Dog Rocks do not alter the pH of the water or your pet’s urine, ensuring complete safety and no side effects for dogs or other pets sharing the bowl. Endorsed by vets and pet owners worldwide, Dog Rocks provide a cleaner water source and help maintain a lush, green lawn, naturally and effectively.
Exceptional trade margins and support
Dog Rocks offer excellent margins for B2B retailers, with a proven sales record and high repeat purchase rates. Trade partners benefit from a comprehensive support package, including:
Dedicated backup and customer service
Regularly funded promotions
Regular competitions for best in-store displays
Eye-catching leaflets and shelf-ready packaging
Bespoke merchandising solutions to suit your store layout
This robust support ensures you can maximise sales and engage your customers with confidence.
Why choose Dog Rocks over competitors?
Dog Rocks are the original, authentic, and regularly lab-tested product in their category. They are listed by all UK wholesalers in the pet, vet and gardening markets and are recognised as global market leaders. Imitators exist, but none match Dog Rocks’ combination of natural efficacy, safety, and global endorsement. With over 2 million satisfied customers, Dog Rocks deliver reliable results in 9 out of 10 cases, making them the most trusted choice for pet owners and retailers alike.
Available nationwide
Dog Rocks are available through all major UK wholesalers or direct from the supplier, ensuring seamless supply and convenience for your business. Stock the award-winning, best-in-class solution and watch your customers – and their lawns – thrive.
BeLoved Pet Products stand apart in the pet care market with a story rooted in the British countryside. Founded by a West Country farming family, the brand’s inspiration comes from generations of holistic animal care, using only nature’s harvest...
BeLoved Pet Products stand apart in the pet care market with a story rooted in the British countryside. Founded by a West Country farming family, the brand’s inspiration comes from generations of holistic animal care, using only nature’s harvest.
The original recipes, lovingly passed down from a grandmother’s farmhouse remedy book, have been reimagined into a luxurious, effective and affordable range of wellness and grooming products for pets and their people and its beautiful branding ensures it stands out in store.
Every BeLoved product is handmade and hand-poured, using the finest natural ingredients, free from harsh chemicals and largely plastic-free packaging. This commitment to sustainability and wellness has earned BeLoved the highest industry accolades: a King’s Award for Enterprise, recognising their innovation, quality, and international growth.
For retailers, BeLoved offers exceptional value. Luxurious yet affordable, made with the highest quality ingredients, the brand delivers strong margins and comprehensive trade support, including eye-catching shelf-ready packaging, informative leaflets, and bespoke services to help you stand out in-store. Retail partners benefit from ongoing backup and support, as well as exciting competitions for the best displays, all designed to drive engagement and sales.
What truly sets BeLoved apart from the competition is their unwavering focus on natural, effective pet wellness, products that are as safe for humans as they are for pets, always “tested on humans first”. Their unique story, award-winning credentials, and dedication to the highest standards make BeLoved the preferred choice for discerning retailers and pet owners alike.
BeLoved Pet Products are available through all major UK wholesalers or can be ordered directly, ensuring seamless supply and support for your business. Choose BeLoved, where tradition, nature, and innovation meet for the wellbeing of pets and the success of your store.
Meanwhile, VPG has announced the arrival of David Parsons as Business Development Manager for the Midlands. David will be instantly familiar to the retailers across the region having worked the previous eight years within the pet arena.
CSJ’s Ceri Rundle says, “Billy No Mates! our totally safe and natural 'easy-to-use' herb mix (in powder or tincture form) has no nasty chemicals. It has been trusted for more than 18 years and it’s simple to blend the aromatic combination of mint, seaweed, fenugreek, neem leaves and lemon balm into the pet’s food.
The original recipes, lovingly passed down from a grandmother’s farmhouse remedy book, have been reimagined into a luxurious, effective and affordable range of wellness and grooming products for pets and their people and its beautiful branding ensures it stands out in store.
