Nestlé Purina PetCare Europe has announced that global superstar Robbie Williams stars in a new TV advert and mini movie for FELIX, as part of the brand’s latest ‘It’s Great to Be a Cat’ campaign across Europe...
Nestlé Purina PetCare Europe has announced that global superstar Robbie Williams stars in a new TV advert and mini movie for FELIX, as part of the brand’s latest ‘It’s Great to Be a Cat’ campaign across Europe.
Known for his free-spirited and cheeky nature, proud cat owner Robbie has reunited with the most mischievous cat around to enter FELIX’s famous black and white world, making him the first human to ever do so. He has also recorded a new song exclusively for the campaign, celebrating feline personality traits we admire, with the aim of inspiring people to experience these traits even more in their own lives. From their mischievous and playful nature to their free-spirited and authentic approach to life, our cats have plenty of attitude.
In the films, on air, YouTube and across social media platforms from today, FELIX is visited by the internationally acclaimed recording artist who arrives with dinner for him before FELIX rides a vacuum cleaner robot and makes mess of a shelf with Robbie. Stepping through the front door, Robbie Williams transforms into an animated version of himself. Throughout his visit he experiences FELIX’s playful and free-spirited nature, which includes knocking books and picture frames off shelves, jumping onto a turntable and putting the spotlight on the popstar. Impressed by FELIX’s ability to get away with mischief, Robbie sings about the various feline traits he envies and why ‘It’s Great to Be a Cat’. The advert ends with the duo tucking into dinner and FELIX savouring the delicious cat food - showing it’s the ultimate reason why ‘It’s Great to Be a Cat’.
In another first, FELIX is hitting the road with Robbie Williams as the headline sponsor of his 2025 European Tour, bringing the cat food and music industry together like never before. The tour kicks off on 31st May 2025 in Edinburgh, Scotland (UK).
Robbie Williams said: “It’s a privilege to be back with FELIX and to be the first person invited into his black and white world, where we can celebrate how great it is to be a cat. I love how my cats live their lives exactly how they want, when they want. They’re masters at being mischievous, true to themselves, confident, free-spirited and playful. This definitely rubs off on me – clearly, they’re my spirit animal.”
Fabio Pietro Degli Esposti, European Marketing Group Director at Nestle Purina, said: “This year is set to celebrate why it’s great to be a cat like never before. One ultimate reason is enjoying irresistible food every day, but it’s also how our cats’ brilliantly mischievous, free-spirited and confident personality traits can benefit us if we all embrace a bit of cat attitude. Who better to inspire this than Robbie Williams and FELIX; both with these personality traits in abundance. And after FELIX previously spent time playing around in Robbie’s world, the new advert shows the popstar joining our iconic cat on screen – the first-ever human to enter and have a taste of FELIX’s animated world.”
Podium Pet Products accelerates rural entrepreneurship following CEO Carina Evans' graduation from Goldman Sachs 10,000 Small Businesses Programme...
Podium Pet Products accelerates rural entrepreneurship following CEO’s graduation from Goldman Sachs 10,000 Small Businesses Programme.
From kitchen table to global markets
Podium Pet Products’ story began at a farmhouse kitchen table in Dorset, where Carina Evans started handcrafting natural solutions for pets. Through hard work, local support, and a dedication to quality, the business has grown from humble beginnings to operating out of a modern 2,500 square foot warehouse. The company’s award-winning products, including favourites like Dog Rocks and Beloved Wellness grooming products, are made with ingredients from the West Country, supporting local jobs and reflecting the best of British countryside values.
“We’re incredibly proud that our journey started at the kitchen table and has led us to a thriving business supporting rural communities,” said Carina Evans, CEO of Podium Pet Products. “I reimagined recipes I found in my grandmother’s books I found after she died, into the products in the BeLoved range. Our rural roots inspire everything we do, from sourcing natural ingredients to supporting local suppliers and giving back to our community.”
Championing Local Business and Community Spirit
On completion of the Goldman Sachs 10KSB programme, Carina has joined a select group of UK entrepreneurs. The programme’s expert teaching and mentoring has given Evans and her team fresh ideas and new confidence to grow the business, create more jobs locally, and continue supporting the well-being of pets and their owners.
“The support and expertise I received through the programme have been invaluable,” said Evans. “It’s helped me connect with other business owners facing similar challenges, and together we’re building a network that benefits our communities. The mental well-being aspect, knowing you’re not alone as a business leader, has been especially important.”
Supporting Women in Rural Enterprise
As a woman leading a thriving rural business, Evans is passionate about encouraging other women to pursue their entrepreneurial dreams. “There’s a real sense of camaraderie among women in business, it’s a powerful largely untapped force,” she said. “The 10KSB programme has given me a platform to share our story and inspire others to take the leap”. The Buy Women Built group and Joanna Jensen from Child’s Farm recommended and enabled participation on the programme. The Goldman Sachs 10KSB cohort has provided a unique environment where female founders and leaders could share insights, address common challenges, and build lasting partnerships. This collaborative approach is essential for unlocking new growth opportunities and strengthening the broader business ecosystem.
Mental Well-being and Leadership Resilience
The demands of entrepreneurship can take a toll on mental health, a topic the 10KSB programme addresses head-on. Evans credits the programme’s emphasis on well-being and peer support as a key factor in her renewed focus and energy as a business leader.
“Having a trusted network of like-minded peers has been invaluable,” Evans said. “It’s not just about business growth, it’s about building resilience, staying motivated, and maintaining a healthy balance and leadership style as we scale.”
About Podium Pet Products
Podium Pet Products is a leader in natural pet health products, serving customers in the UK, EU, USA, and Canada. The company is dedicated to innovation, sustainability, and the well-being of pets and their families worldwide.
With just days to go, the countdown is on for the Pet Industry Federation’s Business of Pets Conference, and if you’re a UK pet business owner, this is your last chance to book your place at the industry’s only event designed exclusively to help pet businesses grow...
With just days to go, the countdown is on for the Pet Industry Federation’s Business of Pets Conference, and if you’re a UK pet business owner, this is your last chance to book your place at the industry’s only event designed exclusively to help pet businesses grow.
Taking place on 5-6 June at the Cranfield Management Centre near Milton Keynes, and sponsored by Worldpay, this unique two-day conference connects pet professionals with funding specialists, brand founders, data experts, AI disruptors and marketing minds, all with one mission: to unlock growth in the UK pet sector.
Here are 10 reasons why it’s not just another conference…
Want to grow your business? Get practical, hands-on advice from Martin Spiller, Senior Lecturer in Entrepreneurship at Cranfield University, and find out how to scale sustainably, even in today’s challenging climate.
Need funding? Meet the teams that have helped pet brands unlock serious investment: Mercia Ventures, NatWest, Go Raised, Animal Health Angels, British Business Bank; and walk away with a plan to fund your future.
Need more customers? Discover how founders from Naked Dog, By Teddy and Claire’s Comfy Canines grew their customer base through bootstrapping, branding and community.
Craving real insight? What do pet owners really want? Hear from data leaders CACI and NielsenIQ as they unpack the latest pet sector trends and show you how to apply them to your business today.
Curious about AI? Think AI is only for Silicon Valley? Think again. Meet the startups: PetBizAi.App, Porter Labs, and AI Director, who are helping pet businesses like yours automate, streamline and scale.
Planning to grow? Growth can be risky, so we’ve lined up legal and compliance experts from Bird & Bird LLP and NatWest to guide you through franchising, IP, and staying on the right side of the law.
Need fresh marketing ideas? Join Matthew Huntly (Sampl)—the brain behind 250+ successful brand campaigns—for a session packed with actionable tips you can use next week.
Looking for real-world stories? Get inspired by Gemma Stocks, founder of Herbal Dog Co, as she shares the highs, lows and lessons from building one of the UK’s fastest-growing pet brands.
Curious what’s next in pet care? Don’t miss the Innovation Awards, showcasing trailblazing startups and solutions from Indoorcat Ltd, AniVatio, The Pet Carpenter, Pet Trust UK, The Muzzle Movement, UK LitPet Biotech and more.
Still clunky at checkout? Stop by the Worldpay Experience Zone to see how new tools can streamline your sales, built with indie pet retailers and service providers in mind.
With limited tickets remaining, this is your final opportunity to join like-minded pet professionals for two days of inspiration, insight, and industry connections.
Pets at Home has seen its pre-tax profits rise by 14.1% to £120.6m in the 12 months to 27 March, up from £105.7m the year before, as the group described it as a year of ‘profound transformation’...
Pets at Home has seen its pre-tax profits rise by 14.1% to £120.6m in the 12 months to 27 March, up from £105.7m the year before, as the group described it as a year of ‘profound transformation’.
The surge in profits was driven by a strong performance in its vets business, with pre-tax profits up 23% to £75.9m and sales up 13% to £655m.
But the company’s retail business took a hit as consumer sales dropped 1.8% to £1.3bn and profits plunged 16% to £72.9m.
Lyssa McGowan, Chief Executive Officer, said: “The past two years have seen a profound transformation at Pets at Home. We have moved from a business with a strong presence in pet retail and vets, to a true pet care platform.
“We now have a platform that is fit for the future and capable of delivering sustained outperformance and market share gains through delighting consumers and increasingly fulfilling all of their pet care needs. During this period of transformation, we have completely replatformed our digital infrastructure, built new capabilities around our data, brand and marketing, and simplified our distribution network to a single distribution centre fulfilling stores, online and subscriptions, and we have achieved this against the backdrop of a normalising pet care market and low consumer confidence.
“In FY25, we also saw another outstanding year of growth in our vets business, fuelled by the commitment and expertise of our partners, supported by our best-in-class scale services, platform benefits and industry knowhow. Our practices significantly outperformed a more subdued industry backdrop and delivered this progress despite the ongoing uncertainty of the CMA investigation – further demonstration of the power of our unique joint venture model.
“I am tremendously proud of our colleagues and partners for navigating this challenging but critical period which leaves us in a position to look to the future with confidence. While FY26 comes with its own challenges as we digest externally imposed cost headwinds and heightened macro uncertainty, our objective is clear – to deliver outperformance against our underlying markets, across our business.”
Financial Highlights
Group consumer revenue up 2.7% to £1.96bn, against a subdued but resilient market backdrop.
Vet Group consumer revenue up 13.0%, record sales supported by high quality growth driven by higher visits, average transaction values and significant growth in Care Plan revenues.
Retail consumer revenue down 1.8%, impacted by a period of subdued growth in the pet sector due to a soft UK consumer backdrop throughout FY25, deflation and normalising levels of new pet ownership. In addition, we saw some transitionary impacts from our digital platform launch. However, the fundamentals of the business remain healthy with consumer satisfaction improving through the year.
Total Group statutory revenues up 0.1% to £1.48bn, with Group like-for-like# (LFL) revenue -0.4%. Vet Group revenues up +16.8% (LFL# +16.2%) to £175.3m, with Retail revenues -1.8% (LFL# -2.0%) to £1.31bn.
Group underlying PBT of £133.0m, up 0.7% YoY, in line with guidance, with Group underlying PBT margin +5bps.
Vet Group underlying PBT of £75.9m up 23.3%, driven by the increase in fee income YoY whilst maintaining a broadly flat cost base.
Retail underlying PBT of £72.9m down 16.6%, driven by the impact of lower revenues with gross margins broadly stable and good cost control.
Group statutory PBT £120.6m, up 14.1% with the underlying profit fall offset by a £13.9m reduction in non-underlying costs YoY to £12.4m in FY25.
Underlying EPS 21.0p, up 1.6% with a 1.4% underlying profit for the period decline, offset by 3.0% share buyback accretion.
Total dividend per share of 13.0p (up 1.6%), final dividend held at 8.3p.
Free cash flow up 21.5% to £83.8m, reflecting the increase in underlying PBT#, lower non-underlying costs and lower share purchases linked to our employee benefit trust (EBT).
Vet Group £67.5m up 15.8% driven by strong sales growth, leveraged through our capital light model.
Retail £30.6m up 14.6% with lower non-underlying costs helping offset lower underlying profits.
Balance sheet remains robust with adjusted net cash# of £6.2m (FY24: £8.8m), before lease liabilities of £348.3m. Cash and cash equivalents of £39.5m at the end of the year (FY24: £57.1m).
£25m share buyback announced for FY26, having already completed £125m in buybacks in last 3 years.
Strategic Highlights
FY25 was a year of strategic progress against a more challenging macro backdrop. Importantly, the key elements of our strategy are now complete and will underpin future growth. Highlights include:
Pets Club members grew 5% to 8.2m helped in part by auto-enrolment on the new digital platform, further increasing our active consumer base from which we can drive share of wallet gains in the future.
Our retained consumers continue to see higher ACV3 – faster consumer growth than anticipated diluted our total consumer ACV3 (down 2% to £175) but retained consumer ACV3 growing 1% to £216.
Digital platform fully transitioned providing the foundations to leverage our Pets Club data to drive an increasingly personalised consumer experience.
Distribution network optimisation complete, with all sales channels now being fully serviced by our single site distribution centre in Stafford.
Subscription revenues +30%, with 13.0% (from 10.0%) of Group Consumer revenue# now generated via subscriptions. Particularly strong growth across Easy Repeat and Care Plans as our improved offer and functionality resonates with consumers.
Retail consumer satisfaction +10pts since start of year driven by improvements in availability, service and value for money.
Further growth in vet footprint – 3 new JV practices and 15 JV extensions completed in the year with accelerated ambitions for future supported by a robust partner pipeline. In FY26 we plan to open at least 10 new JV practices alongside 15 extensions.
Continued investment in our Pet Care Centres with 4 new openings and 32 Pet Care Centre refits including 4 major refits in our new trial format.
Progressed our sustainability agenda – In partnership with Meatly we supported the launch of the world’s first cultivated meat dog treat and over 250 own brand pet food ranges have been carbon footprinted.
As the warmer months return, Honeyfield’s resident wild bird expert Simon Smethurst, who is head of sales at Honeyfield’s, is sharing tips on how your customers can turn their garden into a haven for some of Britain's most colourful wild birds...
As the warmer months return, Honeyfield’s resident wild bird expert Simon Smethurst, who is head of sales at Honeyfield’s, is sharing tips on how your customers can turn their garden into a haven for some of Britain's most colourful wild birds.
The UK has a vast array of colourful species such as goldfinches, greenfinches, siskins, linnets and reed buntings. Many of these seed eating birds change their diets just before the breeding season, to incorporate more insects. They continue to feed their young an insect rich diet whilst they are being reared and weaned.
“Insects have a higher nutritional value, higher moisture levels and release vital nutrients more quickly than seeds,” said Simon. “Choosing the right food can make all the difference at this time of year if your customers want the stunning visual rewards that many of our beautiful breeds of bird can bring. Always remind them to provide clean water sources for drinking and bathing too.”
Simon recommends:
Dried mealworms and calciworms
Insect suet blocks
Mealworm and insect suet pellets
Robin mixes
“Hanging feeders in quiet, safe places around the garden, filled with any of the above insect-based foods, will be sure to attract a host of colourful birds,” said Simon. “Not only will your customers be able to enjoy the beautiful visual spectacle but more importantly they will be helping to support hard working parent birds to raise their young.”
To help identify any garden visitors this summer, we'd suggest your customers visit the Woodland Trust site where they will find plenty of information on how to spot finches by visual appearance and by song.
Honeyfield’s offers an exceptional range of wild bird feeds designed to support wildlife throughout the changing seasons. From high-energy sunflower hearts and nutritious seed mixes to suet treats and mealworms, there’s a feed for every species and dietary requirement.
The range is competitively priced for consumers to be able to feed the best, while retailers can benefit from good margin structures and introductory stocking incentives.
Neerdog – the ‘Need to be Near your dog’ brand – has secured a listing with pet specialist chain Pets & Friends. The lifestyle accessories brand is built around the belief that spending time with your dog outside is one of the best ways to boost mental well-being...
Neerdog – the ‘Need to be Near your dog’ brand – has secured a listing with pet specialist chain Pets & Friends.
The lifestyle accessories brand rooted in the outdoors, is built around the belief that spending time with your dog outside is one of the best ways to boost mental well-being.
The brand’s full accessories range is now available in stores, including the highly rated Go-B-Bold and Go-Cee-Y Harnesses, Collars and Leads as well as the Stink-Proofed kit!
Each item is part of what Neerdog calls ‘Feel Good Kit For Feel Good Moments’ – kit that encourages people to unplug, get outside and reconnect with the joy of the simple things. Kit colours and patterns are inspired by nature, including Hollyhock, Lantana and Erysimum Harnesses.
Sales director Lauren Bentley said: “We are so excited to see our products now available through Pets & Friends, a trusted and much-loved name in pet retail.
“Our mission is to provide dogs and their humans with high quality, comfortable and practical kit that helps them feel and look good when exploring the great outdoors.
“This exciting partnership means we can connect with even more dog parents and see lots more dogs wearing our feel-good kit, thanks to the team at Pets & Friends for helping us reach a huge milestone for Neerdog.”
For more information on the Neerdog range of products visit www.neerdog.com
Pet insurance pay-outs by ABI members topped £1 billion for the third consecutive year in 2024, helping households cover the cost of veterinary treatment for unwell and injured animals..
Pet insurance pay-outs by ABI members topped £1 billion for the third consecutive year in 2024, helping households cover the cost of veterinary treatment for unwell and injured animals
According to the latest data from ABI, a record £1.23 billion was paid out in claims across the year, up 4% on 2023. Pay-outs have also more than doubled (+103%) compared to ten years ago.
Breaking the figures down, dogs led the pack with £933 million in claims, followed by cats at £232 million, and £61 million for other pets.
This record pay-out comes as 1.8 million claims were notified to ABI members last year – an all-time high and an average of 4.9k claims per day.
The data also reveals that a record-breaking 4.6 million pet owners took out insurance – a 3% increase since 2023 and 33% higher than before the pandemic (2019).
The average claim cost has risen by 3%, now standing at £685, as pet insurance continues to play a vital role in helping families manage the cost of treatment should their pet need it. For example, the price of treatment for elbow dysplasia, the most common cause of forelimb lameness in young, large and giant breed dogs, can cost over £50,000. While the cost of care needed when a pet eats something they shouldn’t, such as chocolate or raisins which are poisonous to dogs, or a small household item, costs around £4,000.
Jonathan Purvis, Senior Policy Adviser, General Insurance at the ABI said: “You can’t pull a rabbit out the hat when it comes to paying for veterinary bills, so it’s promising to see more people making sensible choices to protect themselves and their pets financially. Insurance provides peace of mind that costs will be covered if your pet is ill or injured, allowing ‘pawrents’ to focus on caring for their pet at what is already a stressful time.”
Pedigree Wholesale has introduced a new addition to the Natures Deli Treat Paste range – a new Duck flavour. The new paste is grain-free, gluten-free, hypoallergenic and packed with essential vitamins and minerals..
Pedigree Wholesale has introduced a new addition to the Natures Deli Treat Paste range – a new Duck flavour.
The new paste is grain-free, gluten-free, hypoallergenic and packed with essential vitamins and minerals, making the Duck Paste the perfect choice for owners who want the best for their pets.
Made with just six ingredients or less, Natures Deli Treats Pastes now come in six tasty flavours - Chicken, Peanut Butter, Liver, Sweet Potato, Salmon, and brand-new Duck. Each paste is super easy to use and is great to squeeze onto dry kibble, inside toys to encourage playtime, on feeding mats, or straight from the pouch to train and reward. The new Duck paste is rich in Iron, which can help support muscle recovery, and high in Vitamin B6, which can aid heart health and boost the metabolism.
Once opened, each resealable pouch can be stored in the fridge for up to 7 days for multiple uses, making them a convenient, high-quality choice for both retailers and pet owners! Each flavour comes in shelf-ready packaging of 10 pouches so retailers can display with impact in-store.
Natures Deli understand that dogs are an important and beloved member of the family. That’s why they carefully craft 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 various flavours and varieties that dogs will love at any stage of their life.
Offering strong retailer margins, the pastes are competitively priced at an affordable RRP of £3.49. They suit a wide net of shoppers and their pets’ needs, so don’t miss out on adding these profitable, high-quality treat pastes to your store. The full Natures Deli Pastes range is available now through Pedigree Wholesale, exclusively for the specialist pet trade.
Ever Clean, a renowned leader in premium cat litter, is set to be an area sponsor for The Cat Show Live 2025, the UK’s premier non-competitive cat show, taking place on 13th September at the NEC Birmingham...
Ever Clean, a renowned leader in premium cat litter, is set to be an area sponsor for The Cat Show Live 2025, the UK’s premier non-competitive cat show, taking place on 13th September at the NEC Birmingham. This highly anticipated event will bring together over 6,000 passionate cat lovers.
Since its inception in 2006, Ever Clean has been at the forefront of cat litter innovation, introducing groundbreaking technologies such as Carbon Plus for enhanced odour control. This year, the brand is excited to unveil Ever Clean® Senior Cat, a specially formulated litter that meets the unique needs of senior felines. With advanced odour neutralisation, paw-friendly micro-granules, and superior absorption, this product promises optimum hygiene and comfort for older cats.
“Ever Clean, a premium cat litter brand, is thrilled to be participating in The Cat Show Live 2025! We can’t wait to connect with fellow cat lovers and share why Ever Clean is the purr-fect choice for both cats and their humans. This year, we are especially excited to present our latest innovation - Ever Clean Senior Cat - our new formula created to meet the unique needs of older cats. With advance odour neutralisation, paw-friendly micro-granules and superior absorption for more frequently used trays, it ensures maximum hygiene and comfort for Senior cats,”said a spokesperson for Ever Clean.
The Cat Show Live aims to promote responsible cat ownership through engaging guest speakers, expert insights, and interactive workshops covering essential topics like diet, nutrition, and feline behaviour. The event also highlights the importance of supporting local rescue organisations, encouraging attendees to engage with shelters and community initiatives.
Attendees are invited to visit the Ever Clean Cat Village to learn more about the brand’s innovative products and commitment to enhancing the lives of cats and their owners.
The OFI Annual General Meeting for 2025 was held on Friday, 23 May, as a fully online event via Zoom...
The OFI Annual General Meeting for 2025 was held on Friday, 23 May, as a fully online event via Zoom.
While we had originally planned to align the AGM with the Aquamania conference in Singapore—and then later with Nusatic in Jakarta—logistical constraints led us to make the decision to hold the meeting online. We sincerely thank members for their flexibility and understanding.
Despite a few minor technical hiccups, the meeting ran smoothly and was a productive and positive gathering. Around 23 members joined us from across the globe. While this number was lower than we had hoped, the quality of discussion and engagement was high. Increasing future participation is a priority, and OFI will be reaching out to members in the coming months for feedback on how we can better structure and promote these important annual events.
A Challenging but Active Year
President Shane Willis provided a comprehensive overview of the past 12 months. The industry continues to operate under challenging global conditions—persistent inflation, energy costs, disrupted logistics, and regulatory hurdles were all highlighted. However, growth in key Asian markets and new exporters entering the field in countries like Sri Lanka and Indonesia provide reasons for optimism.
OFI has continued to be highly active on the regulatory and advocacy front. Notably, our involvement in the CITES Marine Workshop in Brisbane helped prevent new listings of marine species thanks to science-led advocacy. We’ve also been responding to anti-trade narratives, such as the “Dark Hobby” documentary, with fact-based messages that highlight our industry’s positive environmental and social contributions.
Concerns remain around increasing regulatory activism in the EU and US, including proposed ESA listings and punitive tariffs in the United States. OFI’s engagement with key stakeholders—like AquaBrasil, EPO, and OATA—continues to be essential.
Strengthening Our Organisation
One of the most important topics discussed at the AGM was OFI’s financial position. Despite tight control of expenditure, OFI recorded a small loss for the 2024 financial year, largely due to poor silver membership growth, and lower-than-expected subscription and advertising revenue.
To address this, the AGM approved an increase in the Gold Membership fee—from €735 to €775—for 2025 which is to take effect from the 1st July 2025. The meeting also discussed a proposed Platinum Membership tier, designed to recognise and provide visibility to organisations that can offer a higher level of financial support. A minimum subscription fee €2,000 per year is suggested but members could elect to contribute higher than this if they are able to. In return additional benefits such as social media, web banners and journal advertising would be offered. Members were generally supportive, and we will continue refining the offering based on feedback.
We also discussed a new Bronze Membership (chapter member) option aimed at expanding access to smaller businesses, particularly in developing regions, through affiliations with Gold Member association. This low-cost tier is aimed at supporting smaller-scale traders, breeders, and individual operators in developing countries who may not have the financial capacity for standard OFI membership, but who are active participants in the aquarium industry and wish to engage with the global community. Bronze members will receive digital access to OFI’s ejournals; listing on our members’ directory, and receive a certificate of affiliation.
We also discussed potential new revenue streams such as training webinars, co-branded events, and sale of educational resources—all with the goal of supporting OFI’s mission and reducing reliance on membership fees alone.
Celebrating Contributions – OFI Award
A highlight of the AGM was the presentation of the 2025 OFI Award to Mikael Håkansson of Imazo AB (Sweden). Mikael was recognised for his long-standing commitment to the global aquarium trade, particularly in the Scandinavian region. His leadership, integrity, and contributions to trade development and quality standards were warmly acknowledged by all in attendance. Mikael's global outreach included establishing strong relationships with suppliers worldwide and conducting field expeditions to study fish in their natural habitats, enhancing both supplier and customer knowledge. His early involvement in Vietnam's ornamental fish sector, notably the discovery and promotion of Sewellia lineolata, significantly boosted the country's presence in the global market. Beyond his professional achievements, Mikael's approachable nature and commitment to knowledge-sharing have earned him widespread respect and admiration, leaving a lasting legacy in both the trade and hobbyist communities. Please join us in congratulating Mikael Håkansson on this momentous achievement.
Strong Leadership: Board Elections
The 2025 AGM also included elections for the OFI Executive Board and Board of Advisors. All nominees standing for re-election were confirmed by the membership, ensuring continuity and stability in OFI’s leadership.
Re-elected to the Executive Board:
Chrishantha Alexander – Seylon Aquatics (Sri Lanka)
Sandy Moore – Segrest Farms Inc. (USA)
Dr Tim Miller-Morgan – Oregon State University (USA)
Re-elected to the Board of Advisors:
Frank de Goey – Ruinemans Aquarium (The Netherlands)
We congratulate all returning board members and thank them for their continued service and dedication to the organisation and our industry.
Looking Forward
OFI’s focus now turns to the rest of 2025, including preparations for the CIPS 2nd Aquatic Industry Convention, which we will co-host with China Great Wall International Exhibition Co., Ltd. in Guangzhou this November. Themed “Potential Through Hard Times: Reform, Innovation, and Aquatic Development under Globalization and Regionalization”. This event promises to deliver vital insights into market trends and sustainability.
Thank You
Thank you once again to all who attended and supported the AGM. Your time, input, and ongoing commitment are the main drivers behind what OFI does. As always, we encourage all members to actively promote OFI within your networks, share our updates, and help us grow our voice in the global aquarium trade.
Together, we will shape a sustainable, science-driven future for our sector.
Despite the Chancellor Rachel Reeves' pledge on 23rd April to review the customs treatment of low value imports, no further action has been taken. The current de minimis threshold of £135—below which goods can be imported without incurring customs duties—has created significant challenges for UK businesses and poses risks to consumers.
The Chancellor's announcement included immediate action by the Trade Remedies Authority (TRA), the body responsible for defending the UK against unfair international trade practices. This was welcomed as a response to growing fears about Chinese products flooding the UK market following US tariffs on China, and was positioned as part of broader efforts to support British high streets.
Andrew Goodacre, CEO of Bira, said: "We began raising our concerns about this duty loophole with the government last October. While we welcomed the Chancellor's announcement, we are disappointed that no tangible progress has been made since. Our members strongly believe that government action should extend beyond duty payments to address the systematic avoidance of VAT by foreign internet sellers. This is not merely about duty collection—it's about ensuring a level playing field where all businesses, including our vital high street retailers, operate under the same tax obligations."
Will Jones, COO of BHETA, added: "Our members are urging us to maintain pressure on the government to implement the promised changes without delay. This issue extends beyond fair taxation. It's equally about preventing the influx of products that fail to meet UK safety standards, are unfit for purpose, and make fraudulent claims. British consumers deserve confidence that the products they purchase are safe, properly tested, and perform as advertised."
An estimated that three million parcel shipments per day come into the UK from overseas sellers in 2023, due to the rise of shopping platforms like Temu, Shein, Amazon and eBay. Most of these enter the country with minimal or no checks and frequently bypass UK trade legislation. This includes potentially dangerous electrical products, items containing toxic materials, and bladed articles which undermine Home Office and police campaigns against knife crime.
The inability of Border Force to check most of these small B2C imports has led to danger to consumers from unsafe products, massive losses in VAT revenue for the Government, and huge challenges for UK producers unable to compete on a level playing field.
BIRA and BHETA have been working together alongside GIMA (Garden Industry Manufacturers Association) and RAVAS (Retailers Against VAT Abuse Schemes) since October last year to bring these issues to the government's attention. The Government has opened a consultation on the issue, which stakeholders can engage with via lowvalueimports@hmtreasury.gov.uk.
Both organisations represent thousands of independent retailers and suppliers across the UK. Bira champions the cause of independent traders and shopkeepers, focusing on revitalising high streets and campaigning on issues such as retail crime, business rates, and legislation. BHETA represents manufacturers, suppliers and distributors in the home enhancement, garden, DIY and housewares sectors.
The associations have said they will continue to advocate for urgent action to protect both British businesses and consumers.
As coach, Anthony Clarke achieved his goal of putting Team England on the podium at the World Agility Open Championships 2025...
As coach, Anthony Clarke achieved his goal of putting Team England on the podium at the World Agility Open Championships 2025.
He said: “It’s been far too long since Team England stood on a team podium and personally, I would have considered it a failure if I couldn’t help make it happen.”
With huge competition amongst strong and experienced teams over punishing courses the Championships was held at National Hippic Centre (KNHS) in Ermelo, The Netherlands from 14-18 May.
Anthony continued: “It was a moment of pride and relief to see Team England back on the podium! As a squad, our camaraderie, spirit, and performances across the board were something to be truly proud of.
I couldn’t have been prouder of each and every team member—we placed in multiple rounds across all tournaments, showing the strength and depth of Team England.
A special mention must go to our individual medallists:
Liz Naylor and Skye – Games Champion
Toni Smith and Banu – Games Champion
Jemima Latham and Pebbles – Junior Bronze Medallist
Thank you to all the supporters who made the trip to support the team, it’s great to have so many of you in the stands cheering the handlers each time they take to the start line.
Anthony went on to thank their sponsors CSJ and Naylor Agility and added a reminder: “Just four weeks until the first selection weekends for the 2026 team… Have you entered The CSJ Agility Open?”
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...
Pedigree Wholesale has announced a major price drops on over 500 of its most popular products so far this year...
Pedigree Wholesale has announced a major price drops on over 500 of its most popular products so far this year.
By closely monitoring market trends and competitor pricing, Pedigree Wholesale has invested in lowering prices to better support independent pet retailers. With savings on trade prices, RRPs, or both, these reductions are designed to help retailers boost margins and stay competitive, as Pedigree Wholesale continues to support them in maximising profits.
Pedigree Wholesale is committed to helping you grow your business by regularly reviewing prices to bring you great products at the best value. Stock up your shelves with over 500 of the industry's top-quality products and take advantage of these unbeatable prices!
A popular Pets at Home store looks set to close due to plans to redevelop a retail park into new offices and laboratories, according to the Oxford Mail...
A popular Pets at Home store looks set to close due to plans to redevelop a retail park into new offices and laboratories, according to the Oxford Mail.
The pet store is located at Botley Road Retail Park, Oxford, where a number of retailers have already shut up shop.
British Land applied to Oxford City Council last year for a swathe of new offices and laboratories on the site of the retail park west of the city.
A Pets at Home spokesperson told the Oxford Mail: "We are aware of the plans to redevelop Botley Road.
"As things stand, timings around the redevelopment plans are still under review.
"Until we have more detail we remain committed to serving pet owners in the local community, at both the Botley Road and at our Cowley Pet Care Centre nearby.'"
The full Oxford Mail report can be viewed by clicking here
Premium UK raw dog food brand Benyfit Natural has announced a shift in strategy in a bid to strengthen its direct relationships with independent retailers. As part of the move, the brand has ended its partnership with Pedigree Wholesale...
Premium UK raw dog food brand Benyfit Natural has announced a shift in strategy in a bid to strengthen its direct relationships with independent retailers. As part of the move, the brand has ended its partnership with Pedigree Wholesale.
Founded in 2014, Benyfit Natural has grown from a small operation to a leading name in the raw pet food industry. The company prides itself on producing 100% natural, premium nutrition for dogs, with human-grade meat and ethically sourced ingredients, with a focus and commitment on sustainability across the entire supply chain. Benyfit Natural has become a trusted brand among pet owners and retailers alike.
As part of this shift in strategy, Benyfit Natural is focusing on strengthening its direct relationships with independent retailers, offering a more personalised service and streamlined supply chain.
The decision to end the partnership with Pedigree Wholesale allows Benyfit Natural to have greater control over its distribution, customer interactions and overall service.
To support its independent retail partners, Benyfit Natural is introducing several new trade initiatives alongside this announcement:
Free Trade Delivery: All independent trade partners will now receive free delivery from 12th May 2025
Discounts for New and Existing Retailers: New trade customers can take advantage of first order discounts. Existing trade partners can save on May orders by opting into their Bank Holiday trade promotion, with further volume & range promotions launching in Summer 2025.
In-Store Support: Benyfit Natural launch new point-of-sale materials, digital assets, product training guides, raw food training guides, freezer deals & re-wrapping service.
Dedicated Customer Service: A dedicated support team will be available to support new partners with training, product guidance and customer service.
A Refreshed Brand Identity: Benyfit Natural has launched a refresh of their brand & packaging for the first time in almost a decade, to improve visibility in store and provide clarity on brand positioning.
Greg Van Praagh, Head of UK & Europe at Benyfit Natural, said: “We are hugely grateful to the team at Pedigree Wholesale for the support we’ve had over the years, and we’re excited for this next step for our business. We’ve taken on feedback and recognise the importance of product availability and customer service to business owners in the pet industry. We are confident that this change alongside new initiatives to support trade will allow us to better service our customers, manage our distribution network and allow more dogs to enjoy for Benyfit Natural.”
Benyfit Natural remains committed to delivering high-quality products that meet the nutritional needs of dogs. The company continues to prioritise quality & sustainability, using recyclable packaging made from Prevented Ocean Plastics, and sourcing British ingredients responsibly. By focusing on direct relationships with independent retailers, Benyfit Natural aims to foster a community of partners who share its values and dedication to quality & nutrition.
Will Young, a lifelong champion for rescue dogs and rescue dog owner himself, has joined Miraculous Meals — the dog food brand which donates 50% of all profits to UK dog rescue centres — as co-founder to help tackle the UK dog rescue crisis...
Will Young, a lifelong champion for rescue dogs and rescue dog owner himself, has joined Miraculous Meals — the dog food brand which donates 50% of all profits to UK dog rescue centres — as co-founder to help tackle the UK dog rescue crisis.
The UK is facing a severe and growing rescue crisis that few are talking about. A perfect storm of post-lockdown overbreeding, rising living costs, and plummeting adoption rates has left rescue centres at capacity and struggling to cope with the number of dogs in need.
According to the RSPCA the number of dogs needing help now far exceeds the space available. The charity recorded 48,814 neglect reports in 2024, a 25% year-on-year rise, and has seen adoption rates fall by nearly a third since 2019.*
Behind these numbers is a darker reality. Under UK law, unclaimed stray dogs can be euthanised after just seven days. With shelters full and no official records kept, many fear a hidden crisis — with huge numbers of healthy, adoptable dogs quietly being put down in council pounds each year.
Miraculous Meals offers a new way to help — with 50% of profits donated to rescue centres like Birmingham Dogs Home, Hope Rescue and many more, every meal helps give dogs in need across the UK the second chance at life they deserve.
Will’s voice helps spotlight a crisis too often overlooked and his role as Co-Founder ensures the brand's impact grows even further, reaching more dog owners and funding more life-saving rescue work across the UK.
The announcement of Will’s new position at Miraculous Meals coincides with National Dog Rescue Day. To mark the occasion, he’s calling on dog owners to join him and make their everyday purchases make a real difference for dogs in need.
Will Young explains the reason behind the announcement: “Rescuing my own dog made me realise how urgent this crisis really is. So many people want to do more to help, but don’t know where to start. That’s why Miraculous Meals is so special. With 50% of profits going to rescue centres, we’re giving people a simple way to make a real difference.”
Will joins Miraculous Meals’ existing Co-Founders, Ed Pellew and Matt Judkins, on their mission to solve the UK’s dog rescue crisis.
Ed Pellew and Matt Judkins, Miraculous Meals’ Co-Founders, added: “Will has been a passionate voice for rescue dogs for years, so having him join as Co-Founder feels like the perfect match. With Will by our side, we can reach more people, support more rescue centres, and help ensure every adoptable dog gets the second chance at life they deserve.”
Miraculous Meals launched 18 months ago and has already made over £50,000 of donations to dog rescue centres, and with Will Young’s support the brand aims to donate £4 million over the next 5 years to help tackle the dog rescue crisis in the UK.
Vanessa Wadden, CEO at Hope Rescue, commented: ““The system is overwhelmed. Rescue centres are beyond capacity, and the number of dogs needing help keeps rising, leaving teams to make impossible choices no one should have to face. That’s why we’re so grateful for the support of Miraculous Meals. And now, with Will Young joining as Co-Founder, they’re not just backing rescue work, they’re helping bring national attention to a crisis that’s too often ignored.”
Ruffingtons, the handcrafted artisan baked dog treats brand owned by Fold Hill Foods, has announced that TV presenter, pet parent, and BBC Radio 2 DJ, Scott Mills, has officially joined the company as its brand ambassador...
Ruffingtons, the handcrafted artisan baked dog treats brand owned by Fold Hill Foods, has announced that TV presenter, pet parent, and BBC Radio 2 DJ, Scott Mills, has officially joined the company as its brand ambassador.
With an illustrious broadcasting career spanning over 30 years, Scott has entertained millions with his wit and warmth on both radio and television. Most recently hosting Eurovision along with Rylan Clark. But what truly sets Scott apart is his dedication as a dog parent, especially to his beloved companion Teddy, a four-year-old Cavapoo.
This genuine love for dogs makes Scott the ideal partner to represent Ruffingtons – a brand committed to celebrating the joy and bond shared between pets and their owners. For when words aren’t enough.
Scott Mills said: “What Ruffingtons offers is something unique. In a world where people are liking to celebrate their dogs much more, they’ve filled a real gap in the market. Teddy loves their Dog Eclairs!
“Teddy is funny, affectionate, and could almost be human. He rolls on carpets, loves cuddles, and sometimes barks at the TV – though that’s improving. When me and Sam were on Race Across the World, he became oddly fascinated by that, perhaps because he could recognise our voices.
“With my job, I go from early mornings, to interviewing some of the biggest celebrities in the world, and it can be quite overwhelming. But coming home to Teddy for normal evenings is grounding and it’s calming and reassuring to know he will be there.”
In February, Scott joined a star-studded lineup of celebrities, media, and influencers at Ruffingtons’ London launch party. Guests enjoyed an afternoon tea for dogs while learning firsthand from Ruffingtons parent company Fold Hill about the inspiration behind Ruffingtons and our dedication to crafting exceptional dog treats.
As a Ruffingtons brand ambassador, Scott will also be showcasing Ruffingtons to his nearly 500,000 social media followers throughout the year.
Cassandra Brennan, Marketing Manager for Ruffingtons, commented: “Having Scott Mills on board is a fantastic milestone for Ruffingtons so early in our launch. His passion for pets and his genuine connection with dog owners everywhere perfectly reflects what our brand stands for.
“At Ruffingtons, we pride ourselves on creating treats made with the finest ingredients, crafted with care to bring joy in every bite. Together with Scott, we hope to inspire more pet parents to spoil their furry friends with the love and indulgence they deserve.”
The Ruffingtons team warmly welcomes Scott Mills to the family and looks forward to a wonderful partnership ahead.
Andrew Goodacre, CEO of Bira, said: "We began raising our concerns about this duty loophole with the government last October. While we welcomed the Chancellor's announcement, we are disappointed that no tangible progress has been made since. Our members strongly believe that government action should extend beyond duty payments to address the systematic avoidance of VAT by foreign internet sellers. This is not merely about duty collection—it's about ensuring a level playing field where all businesses, including our vital high street retailers, operate under the same tax obligations."
