The UK pet food industry’s trade association has unveiled its new identity, UK Pet Food. Previously known as the Pet Food Manufacturers’ Association, UK Pet Food now better reflects the remit of this dynamic organisation. 

UK Pet Food, which has over 100 members and represents 90% of UK manufacturers, will continue to lead the industry agenda whilst representing the growing interests of a broad range of members.  

Michael Bellingham, Chief Executive, UK Pet Food explains: “Creating a new brand identity has been an important journey for us. We value our 50 years of history, but equally we pride ourselves on being a forward-thinking organisation, embracing change and driving it forward. We were keen for our brand to capture this feeling and better reflect who we are and what we are about. Our modern name and bright new look demonstrates our evolution, embracing new members and planning for the next 50 years.”  

The UK Pet Food branding focuses on a strong yellow core logo, which reflects a desire to push the industry front and centre. A suite of pet-specific sub logos exists to represent different species with their own contemporary colours. This reflects equality of representation across the different sectors within UK Pet Food, where all voices are heard. 

Michael adds: “It has been a busy year coordinating our new look alongside a new website, which you can find at ukpetfood.org.  Our focus with the website has been to simplify navigation to make it easier for users to find our expert-written material on pet food and nutrition. The design incorporates our new colours and ensures we are projected as the forward-thinking organisation that we are. Along with our website we have a new communications platform for engaging with our members – this will significantly enhance the service we provide and the member experience.”

UK Pet Food has expanded its membership to include affiliate organisations in the pet world opening up opportunities for more networking, collaboration and training.  UK Pet Food focuses on providing pet owners and professionals with information on wet, dry, and raw prepared pet food and good nutrition.