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Nature’s Feast, one of the UK’s leading and most established brands in the wild bird care market, has unveiled a new look for the 2013/2014 season.

The brand has been replaced with a new stand-out design, which not only aims to clearly demonstrate and reflect the quality of Nature’s Feast, but also effectively engage with customers at point of purchase. 

Due to be rolled out across the UK & Ireland from August, the new identity, which is targeted at bird feeding enthusiasts, is underpinned with the revamped strapline, ‘Get to know the birds in your garden’. 

The Nature’s Feast’s range, includes award-winning seeds, treats and feeders to help consumers attract a wider variety of wild birds into their garden.

“Since the Nature’s Feast brand launched in 2005 it has continued to go from strength to strength with our customers recognising Nature’s Feast as a knowledgeable and leading brand in the wild bird care sector," said Westland Horticulture director Keith Nicholson. 

“Our decision to refresh the brand’s look and feel has been undertaken with a great deal of care following extensive consumer research. This insight is at the heart of the rebrand and new packaging which aims to not only grow the Nature’s Feast brand, but the wild bird food market as a whole.”

Westland’s continued investment in the Nature’s Feast brand has also seen the introduction of a new range of seed blends to help drive sales across the pet care market. The range follows a clear hierarchy of feed choices to make it as easy as possible to select the perfect blend and upgrade between mixes. 

The concise on-pack messaging clearly communicates that the higher the number of seeds in the blend, the more species it will attract. The packaging also includes different energy ratings, which increase depending on the number of oil seeds contained in each pack:

• Everyday 4 Seed Blend (Energy rate 5) – great value everyday bird food to keep garden birds fed all year round.
• Supreme 8 Seed Blend (Energy rate 6.5) – made from a broader range of seeds to attract a wider range of birds. 
• High Energy, No Mess 12 Seed Blend (Energy rate 8) – the ultimate wild bird food.  Includes more oil seeds and has husks removed.

As part of Nature’s Feast’s commitment to the responsible sourcing of ingredients, and to meet customers’ high expectations, the brand has pledged to support farmers operating in an environmentally friendly way. 

Where possible, Nature’s Feast sources as many raw ingredients from UK farmers who are signed up to the Environmental Stewardship (ES) Scheme, which is delivered by Natural England on behalf of the Department for Food, Environment and Rural Affairs (Defra). 

To support the launch of Nature’s Feast, Westland has revamped its in-store merchandising to further optimise sales and drive growth. The brand will also benefit from an extensive PR and advertising campaign.

As Europe’s premier wild bird food manufacturer, Westland is also home to the Peckish brand, which, like Nature’s Feast, has been specifically designed for pet care retailers to achieve their maximum sales potential.  

With two distinct personalities, the Peckish and Nature’s Feast brands are clearly positioned at different consumer audiences. Peckish, which is set to benefit from a £1 million TV investment for the 2013/14 season, will continue to drive sector participation amongst those who are either entering the market or buying products sporadically. Nature’s Feast on the other hand, appeals to a narrower range of people who purchase a wider variety of the brand’s products more frequently. 

 “Whether your customer is an absolute novice, or a committed bird lover, Westland can help you deliver the perfect bird feeding solution every time, no matter what their requirements are,” added Keith.

Work to transform a derelict Bromsgrove site into a multi-million pound retail park, which would include a new Pets at Home store, is underway.

Pets at Home, along with DIY chain Homebase, are taking up leases on the new Brook Retail Park, developers Chase Commercial has announced.

The park is being built on a four-acre site in Bromsgrove, Worcestershire, where an old Barpro factory was located before closing several years ago.

The site includes the 25,000 square foot and 9,000 square foot retail units, and a 161 space car park.

An artist’s impression has also been released of how the site will look when the retailers begin trading, which is expected to be in spring 2014 (see above).

The area is currently being cleared, with the focus being on improving the quality and appearance of the brook. A programme of environmental improvements and landscaping is also to be carried out.

Becky Yates, from Chase Commercial, said: “The contractor (Anglo Holt Construction) is now on site.

“The scheme will mark a major improvement to this area which has been blighted by this empty factory and surrounding land.

“From an ecological point of view, there has been a tremendous amount of work done in conjunction with the Environment Agency.

"The development will transform this prominent location for the benefit of the local community."

Pooch & Mutt is launching their range of ethical, natural dog treats in Sweden and Finland through the chain Musti Ja Mirri.

Musti Ja Mirri has 100 stores in Finland and 10 stores in Sweden, so gives Pooch & Mutt access to a large number of customers in the region.

It will be stocking the full range of seven varieties of baked treat – Fresh Breath, Calm & Relax, Brain & Train, Digestion & Wind, Puppy Development, Active Mobility and Charity Chicken.

“Musti Ja Mirri is a great company to work with," said Pooch & Mutt’s director Guy Blaskey.

"I was first introduced to them through a PetQuip ‘Meet the buyer’ event over a year ago.

"After we had launched the new range of treats at Crufts and PATS in March I asked our sales executive, Nathan Perry, who started last September, to get in touch with them. Nathan has done a fantastic job, hunting down the correct buyer, getting samples out, negotiating the deal and becoming the main contact with the buyer.”

The treats are available to UK independents via Vital, Pedigree, Natural Pet Products, NVS and Centaur.

A new study by Mars Petcare reveals that the bond between youngsters and their pets is stronger than ever, with 80% of children believing their animal to be a member of the family.


The study of 1,000 children aged between nine and 10 years old, conducted by Mars in conjunction with the Waltham Centre for Pet Nutrition and The University of Liverpool, with partners Liverpool John Moore’s University and Liverpool City Council, has revealed the significant levels of attachment.

 
The research revealed that almost 50% of children talked to their pets as they would to their friends, while over one in three confided in their pets.

The study also suggests that more than a third of children believe their pets understand how they feel, demonstrating the pivotal role that animals play in the lives of young children.

The research looked at the ownership of a range of pets – including dogs, cats, rabbits, rodents, horses and fish – with the findings, revealing that more than half of children considered their dog to be their “favourite” pet, followed by cats (15%). 
 
The research also looked at the impact that pets have on children who do not have siblings, showing a strong attachment between single children and their pets. 

Lead researcher Dr Carri Westgarth from the University of Liverpool's Institute of Infection and Global Health explained: "In the absence of siblings, pets offer children the chance to care for and nurture others; a vital skill in a child’s learning and development.

"The youngest siblings in a family also had stronger attachment to their pets which can be attributed to a lack of younger, more dependable siblings to care for."
 
Dr. Sandra McCune, Scientific Leader for Human – Animal Interaction at Waltham, said: “Pets play a crucial role in the development of children, allowing them to socialise, care for and nurture others.

"This is particularly important for children who do not have siblings to learn from and play with, and for the youngest siblings in the family who do not have a younger, more dependable sibling to care for.

"Children often yearn to own a pet and the developmental impact that they have for kids is significant. Not only are they good in terms of exercise and responsibility, but also helping children understand relationships.

"Playing, taking care of and talking to animals can have a really positive impact on a child’s development.”

The study showed that children feel that their pets are key members of their family, and regardless of whether the child is a girl or a boy, the bond between child and pet is strong.

Dan Lowndes, Trade Marketing Manager for Tetra, talks about the importance of communication in building business relationships.

The importance of communication has been alluded to in a number of these articles but an entire article has never been given over to the subject and it’s probably time it was! 

Communication is vital to every part of our lives. It affects how we feel about ourselves and other people; it lifts us up, drives us down and forms the foundation of all our relationships. It’s as important to business as it is our personal lives, but not always given enough attention. 

Have you ever developed a communication map for your business? It may sound a formal way of assessing your communications but it will ensure you aren’t missing anyone out and will test whether you can really stand in the shoes of those people that are relevant to your business.

First, start by identifying the people you deal with through your business. Amongst the obvious ones are customers, suppliers and employees. All these people are vital to your business. But there is also the local community. This can include a wide range of people: other independent retailers, associated businesses such as veterinary surgeries, the local Chamber of Commerce, local charities etc. 

Think broadly about all the links your business does or could have that would help support your business and allow for shared expertise. 

Each of these groups of people have very different needs but how clearly do you understand them and do you know how best to communicate with them. For example, have you ever visited your local vets to find out if there is a joint opportunity to share expertise with the local community or encourage customers to build loyalty between the two businesses? 

Are you part of your Local Chamber of Commerce. They provide networking opportunities but also support at a time when High Streets are having a difficult time. Other local business groups can also offer valuable ideas and support.

Second, map out what is most important to each of these stakeholders. What messages do you want to communicate to them? Select a maximum of three messages to each group otherwise your message will lose focus.  

Also, when you have a large and varied group such as customers you should split them into smaller groups of customers that have something in common, such as new fishkeepers, experienced and geeks! Or you may divide them by the amount they spend, the type of products they buy or why they keep fish; a lifestyle choice, hobby, family pet.

Getting the detail right here is important. It takes time to really put yourself in their shoes really understand what it is that matters to them and what you can offer them. 

Part of this process is thinking about the various ways you can communicate with them and how best to communicate with them. Nothing replaces good face-to-face communication and that is essential in all relationships at some point. 

But in between face-to-face meetings it is good to stay in touch. This can be done by telephone, post or electronically. Electronically is certainly the cheapest but information produced as leaflets or cards are still well read and a handy reminder of what you have to offer.

Electronic media gives you lots of options. Email reminders of special offers can be a good way of drawing customers back in. E-newsletters are a good way of imparting information and expertise.

There is also Facebook and Twitter. These are very different benefits. Facebook can help give your customers a sense of involvement; make them feel part of a community. Twitter is a good way of instantly letting customers know that you have a special offer on or have had a delivery of a popular product. 

It is important to remember not to overload those you’re communicating with. Getting the frequency right is essential.  

But also understanding how the network of relationships your business has works and how it can be widened is vital. What can your suppliers do to help build your expertise? What information can they provide for your customers? Think widely and make sure the tentacles of your business are stretched so you’re making the most of all the opportunities and never forget that familiarity breeds favourability!

For further information contact Tetra on 023 80 60 60 70 or go to www.tetra.net.

Animal lover Sean Le Vegan has volunteered to sleep in a dog kennel for 35 days in an attempt to persuade people to give an abandoned puppy a home....

Sean, a volunteer at Manchester Dogs Home, has even had a microchip implanted in his shoulder – just like a real pet.

As part of the  challenge, wardens will ‘catch’ him in the middle of the night on October 5, before they lock him up in an unoccupied kennel.

During the next month, the 35-year-old will have just one hour of freedom a day to use the bathroom and freshen up.

“It’s going to be really tough, but I didn’t want to dress up in a pickle suit or run 26 miles or any of the usual things," said Sean. "I want to really show people what stray dogs go through, and experience it for myself.”

Manchester Dogs Home, which has been running for more than 100 years, rehouses around 4,000 hounds a year.

Bosses were apprehensive when first presented with the idea, but with some careful planning they came round.

They agreed to Sean getting a microchip inserted in March by Oldham body piercers In2Skin, which is hooked up to the dog-care database.

He has also consulted health professionals about his living conditions to make sure they are  safe. His challenge will be filmed by CCTV cameras, which people can subscribe to by donating £5 to the home.

Sean said: “People thought I was absolutely crazy when I first came up with it – particularly the microchip.

“I thought I’d have to go to a foreign country where regulations are slacker. October is when it starts to get really cold – if I want the under-floor heating I’ll have to ditch my doggy bed for the night.

“The toilet will obviously be an issue so I’ve cut caffeine, salt and sugar out of my diet to sustain my water levels. I really want to do this properly.”

Celebrities, dog trainers and groomers will be dropping in to see how Sean is doing and raise the profile of the event.

Follow Sean’s progress on twitter.com/kennel35

The categories of the awards will be:

1. UK Pet Retailer of the Year
2. International Pet Retailer of the Year
3. Groomer of the Year
4. Supplier of the Year
5. Wholesaler of the Year
6. Pet Product Innovation of the Year
7. Pet Product Exporter of the Year

Entry into the awards is free of charge and entrants can submit nominations in as many of the categories as they wish. Nominations can come direct from the entrant or be submitted by another party. The application needs to provide full contact details of the entrant and stipulate which category is being entered. Applications need to include brief information on the reason for the entry and why the particular company or person qualifies for an award.  Nominations need to be emailed to Pat Flynn, PetQuip’s trade association manager at pat@petquip.com by July 29.

The entries will be judged by an independent panel of judges during August, and the winners will be announced on September 15 at the awards and party night in the Majestic Hotel, Harrogate. Tickets will include dinner, wine, and a short professional awards ceremony followed by dancing to a live band. Email pat@petquip.com for a ticket booking form.

Commenting on the awards, Pat Flynn said: “Awards are a marvellous way of raising the awareness of a product or service and creating creditability for their future success. The pet sector is a vibrant industry with many successful operators, so recognition of these in the awards ceremony promises to be one of the highlights of the year for anyone involved”. 

Gordon Thomas, of Impact Exhibitions, the organisers of PATS, said: "It's great that PetQuip has decided to stage these new awards alongside our Harrogate exhibition. PATS Harrogate promises to be a brilliant show for the industry, a fact that can only help to enhance these awards."

The ultimate holiday for dogs – a luxury fortnight on the North Somerset coast costing a reported £47,000 per pet – has been launched.

Guests at the Paw Seasons canine holiday resort will enjoy pampering at Harrods, a reiki masterclass and their own private suite with all mod-cons.

Features include a screen showing films such as Lassie and 101 Dalmations with dog-friendly popcorn to chew on.

To make them feel at home, each dog will be given its own, custom-made doghouse - a replica of their owner's home.

Outdoor activities include a surfing lesson and a run along the beach with Dai Greene, the 400m hurdle Commonwealth & World Champion.

While a spa and grooming session at the Harrod's Pet Spa will involve an aromatherapy bath and body masssage, a wash and fluff dry and even a pedicure.

Paw Seasons guests will be dressed nose to tail in a luxury wardrobe of Louis Vuitton collar, Bottega Veneta lead and Mulberry mac.

Even the lucky dog's spiritual wellbeing will be attended to, with reiki sessions on offer from Rob Fellow, a practitioner and a Master Teacher Member of the UK Reiki Federation.

And dog behavioural expert and author Stan Rawlinson will be on hand to discourage any spoilt tendancies.

The £47,000 package includes a £8,400 donation to Battersea Dogs Home and Cancer Research.

To find out what's in store at Paw Seasons watch the resort's video on YouTube by clicking here

Spectrum Brands Pet Division has appointed Alex Hinton as the new Trade Marketing Manager for FURminator and 8in1. 

Alex has a wide level of experience within the marketing environment, beginning his career as a Marketing Assistant at Thomson Holiday.

He progressed to a Senior Product Marketing role for the leading small domestic appliance brand, Breville. Here, he learned many varied skills, including strategic product development, POS and packaging optimisation, trade marketing, digital optimisation, advertising and promotions. 

“As an animal lover and marketer this is an exciting new role for me," said Alex.

"I’m looking forward to moving these premium brands forward and working with retailers to help develop their marketplace.”

A mum who rescued an abandoned cat while living in China embarked on an epic journey to bring her beloved pet to East Lancashire.

Naiomi Beaumont Swindlehurst, who worked in Shanghai as a fabric development technologist for five years, travelled more than 11,000 miles by air, rail and sea and spent more than £1,000 to give moggie Ouka Douka a new life in Blackburn.

Naiomi and her daughter Malia Violet, now 12, moved to Shanghai in 2008. On top of learning Mandarin, immersing themselves in the culture and mastering chopsticks, they also adopted Ouka Douka, who had been abandoned by another expat when they left the country.

“A Chinese friend of ours was looking for someone to take her in and we had become so settled we felt we could have a pet,” she said.

“Back then I made a promise that she would, wherever we ended up, come with us.”

When work brought Naiomi and Malia Violet back to the UK at the beginning of this year, they were forced to leave Ouka Douka as well as two other rescue cats — Katja and Sibelius — behind because of quarantine rules.

Keen to avoid paying several thousands of pounds by using a mandatory airline approved pet carrier to fly into the UK, Naiomi devised a 33-hour journey to bring her home.

Naiomi’s journey saw her fly from Shanghai to Amsterdam, take a train to Rotterdam and then a ferry to Hull. Finally, a train via Leeds brought the intrepid duo back to Blackburn.

Now the family will also look to bring Katja and Sibelius home.

“I have always had pets and I believe when you have a pet it is for life, and not just for the time you are living in a particular place,” said Naiomi. “They become a part of the family and have their own personalities. We have become attached to each other.

“In China they will eat anything and we don’t want her to end up being abandoned or mistreated.

“She is my cat and my responsibility.”

• Conna Powles, Buying Director, Haskins Garden centres
• Simon Moore, Head of Garden Buying, Wilkinson Stores
• Jo Wood, Garden, DIY and Security Buyer at QVC 
• Mike Wyatt, Editor, Garden Trade News
• Tim Rumbold, Editor, Amateur Gardening magazine
• Peter Burks, Chairman of the Garden Centre Association

• Pet Care, Aquatics and Wild Bird Care
• Garden Care Products
• Growing and Planting Equipment and Sundries
• Outdoor Leisure, Garden Structures and Features
• Plants Seeds and Bulbs
• Tools, Machinery and Implements
• Garden Landscaping
• Garden Retail Related Products
• Point of Sale Material
• Consumer Product Packaging
• Marketing Communication