Natural dog food start-up set to reach million pound milestone
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Pure Pet Food was developed and launched by two Yorkshire friends, Daniel Valdur Eha and Mathew Cockroft, with a keen interest in nutrition. Taking the principles of a healthy diet for humans, the friends applied the science to dehydrating natural foods to create a unique dog food.
The pair secured interest from Kelly Hoppen and Deborah Meaden on hit BBC business show Dragons Den but declined both offers, despite even agreeing to eat the food at their request. Shortly after their TV appearance, the company secured a listing at Pets at Home and was awarded Best National Start-up by Lloyds TSB.
Seeing the potential in the business, Pets at Home then invested in Pure Pet Food and now works to help the business grow via mentoring and business support.
Pure Pet Food has rapidly expanded since its launch, with turnover growing by 400% and 300% in the last two financial years respectively. It has a projected turnover of £750,000 to £1 million by 2016, a massive increase from just £32,000 in 2014.
Pets at Home stocks an extensive range of the company’s products, including delicious dinners for dogs, as well as treats.
Mathew Cockcroft, one of Pure Pet Food’s founders, said: ““We’re thrilled at how much we’ve grown since we made the first batches of Pure in Dan’s kitchen. Since then we’ve taken on full time staff and even have our own premises where we can make all of our own products.
“Pets at Home’s support has been invaluable in helping to take our business to the next level and it’s been great to work with industry experts as we continue to develop more new products which are at the cutting edge of the pet food market.”
Gavin Hawthorn, Director of CRM at Pets at Home, is heavily involved in Pure Pet Food’s business support. He said: “We’re always looking to find and offer the most innovative pet products possible to our customers, so Pure Pet Food was an obvious collection for us to stock. As a business, we’re keen to support start-ups and to help our suppliers be as successful as possible, which is why we jumped at the chance to invest in Pure Pet Food.
“The company’s founders are as passionate as we are about providing the best nutrition possible for the nation’s dogs and we love working with them to promote the range. We’re thrilled that the business has seen such tremendous growth”
For more information on Pure Pet Food at Pets at Home visit: www.petstathome.com
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