Two childhood friends from Yorkshire are ready to take on the giants of the pet food industry with their new and innovative products.

Daniel Eha and Mathew Cockroft are already achieving success with their company Pure Pet Food, selling their products online and achieving orders from as far afield as Scotland and Somerset. And now award-winning natural pet shop Scampers in Cambridgeshire has agreed to stock the company's food.

To find out why the two friends are attempting to make their fame and fortune in the pet food industry, Pet Trade Xtra spoke to Daniel (pictured above right with Mat) about their plans.


What are your backgrounds?

I studied psychology at Newcastle before beginning to work towards a doctorate in clinical psychology at a nearby hospital. I soon realised that working 9 until 5 wasn’t for me. I returned home to start my first business with childhood friend Mat, who was a personal trainer at that time. Using Mat’s qualifications in nutrition and human health, our first business was in the nutritional supplement industry, championing healthy eating. We then started a marketing business which has been successful enough over the last few years to enable us to embark on our latest venture – Pure Pet Food.

Why did you choose the pet food market?

We grew up together on a small farm in Yorkshire, lucky enough to be brought up on the fresh fruit and vegetables our families produced. Having dogs ourselves made us look at the pet industry and the foods that were available. It made no sense to us that a highly-processed food, containing low quality ingredients, manufactured into small biscuits and fed each and every day could possibly be ideal. Why should our pets be exempt from getting a minimally processed and varied diet, made from quality ingredients, just like humans do?

What method do you use to produce the food?

Pure makes natural dehydrated, human quality pet food. The main difference with Pure is that our foods are produced using a process called dehydration. This means we avoid the harsh cooking procedures involved in making the wet and dry dog foods currently available to owners. We make Pure from 100% human quality ingredients, becoming the first pet food company in the UK whose manufacturing facility is regulated by the human, rather than animal food authorities. As dog owners are becoming more educated about what is actually in commercial foods, and how they are made, many are turning to feed low processed, raw and home cooked meals, using high quality ingredients. Pure takes away the inconvenience, health risks and costs that raw feeding and home cooking can bring, whilst providing a healthier alternative to those feeding one of the current commercial options.

How and when did the business start out?

We initially started making the recipes in my kitchen, with a small dehydration machine we saved up to buy. We had friends and family pets try out the foods, which went down a storm. We then worked together with some of the UK’s leading pet nutritionists to further hone our original recipes to ensure they were complete and balanced meals suitable for dogs of all age, breed and size. We were also lucky enough to receive funding through the European Union Innovation fund, which helped launch our online store, that opened at the end of March this year.

Why did you choose Sampers to sell your products in store?

We were approached by Piers Smart at Scampers, who we connected with on Twitter, shortly after the launch of our online store. We were amazed at his enthusiasm for our products and the help he has given since. His introductions to other retailers and guidance bringing Pure to retail has been invaluable. We were delighted to find someone who shares our vision of independent British manufacturers and pet specialist retailers supporting one another to offer a variety of healthy and natural options to owners. We see our products as perfectly suited to pet specialist retail – the education and advice they can provide is essential. Owners simply don't get that when shopping online or in the supermarket and we feel it's vital in making the right choice for your pet.

Do you produce the food or is it outsourced?

We produce all of our foods at our human grade facility based just outside our hometown of Halifax. The control that gives us to be able to deliver the highest quality product to our customers and retailers was a must for us. Although it is a lot of extra work and expense, we think it's an important part of the process and wouldn’t have it any other way.

Is it correct that you've already picked up awards for your products?

We received two awards for both innovation and business growth through the European Union and our local council. We have just been announced as one of the finalist in Shell's Grand Ideas Awards, again for innovation in business. I was also lucky enough to be invited to be guest speaker at the National Youth Enterprise awards in Westminster, where I spoke to the finalists on the importance of innovation in bringing a product to market.

What are your goals and ambitions?

Our first ambition is for pet lovers all over the UK to be able to feed a Pure food diet to their pets. After that we see huge export opportunities across Europe, and then the world. We get our inspiration from other British businesses such as King of Shaves, who faced very similar challenges to Pure, going up against the giants of the shaving industry. Hopefully, we can have similar success by providing an innovative alternative to the options currently out there.

For more information visit www.purepetfood.co.uk

UK distributor Pedigree Wholesale is launching a consumer marketing campaign for LitterLocker to help raise brand and product awareness and drive consumers into store...

LitterLocker is an innovative and totally unique solution for the disposal of soiled cat litter, and Pet Wholesale says the campaign will offer retailers a fantastic incremental and repeat-sales opportunity.

Targeting cat owners, the six-month campaign kicks off in June across leading cat magazines – Your Cat and Cat World, both of which are distributed through high street outlets, including WH Smith. Activity will feature both in print and online.

LitterLocker makes the daily task of litter tray maintenance quick and easy. Furthermore the product’s unique air-seal multi layer barrier film locks in odours, keeping homes smelling fresh and clean. 

Soiled litter can be stored in the LitterLocker for up to two weeks, but can be emptied at any time.

Benefits for consumers

• Quick, easy and hygienic way of disposing of soiled cat litter
• Odourless – leaves homes smelling fresh and clean
• No more running around for grocery bags
• No more endless trips to the rubbish bin

Benefits for retailers

• Brand new incremental sales opportunity – no other similar product on the market
• Fantastic repeat sales opportunity on refill cartridges
• Proven sales in overseas markets
• Extensive marketing support including merchandising units and point of sale, bespoke website (www.litterlocker.co.uk), product video, strong / regular sales promotions, consumer marketing campaign

“The LitterLocker is a fantastic product for cat owners and retailers alike," said Steve Brown, Pedigree Wholesale’s Managing Director, pictured left.

"LitterLocker provides cat owners with a convenient and hygienic way of disposing of soiled cat litter whilst for retailers it offers a great opportunity for a brand new sale, as there’s nothing similar currently on the market, together with repeat sales as consumers come back into store to buy refill cartridges."

Pedigree is sponsoring the new series of the award winning ITV show ‘Paul O’Grady: For The Love Of Dogs’...

The programme follows Paul O’Grady as he helps staff to rehome dogs at The Battersea Dogs & Cats Home.

Separately, Paul O’Grady will also become the Ambassador for Pedigree’s 'Feeding Brighter Futures' campaign, which is also being announced today and pledges to feed one million meals to dogs in re-homing centres nationwide.  

Pedigree’s 'Feeding Brighter Futures' initiative will see dogs at re-homing centres across the country provided with the right nutrition they need to get them on the road to their new home, from wet and dry food for balanced daily meals to functional treats that help care for their teeth.

The award-winning show achieved an average audience of 4.7 million viewers who tuned into the first series, and Pedigree are advising retailers to stock up on best-selling Pedigree products, including the redesigned Pedigree Dry and Wet food and DentaStix range in advanced of heightened consumer demand.

Gemma Howells, Pedigree Senior Brand Manager, said: “At Pedigree everything we do is for the love of dogs and we are committed to ensuring that dogs in re-homing centres up and down the country get the expert nutrition they need to help them on the road to a brighter future.

"We are excited to be partnering with ITV on this prime time show and delighted to have Paul O’Grady – a passionate advocate of giving rescue dogs a good home – on board as the Ambassador of our 'Feeding Brighter Futures' campaign.”

Simon Daglish, Group Commercial Sales Director of ITV, said: “We are very excited for the return of Paul O’Grady’s: For The Love of Dogs, which has proved to be a hit with viewers.

"We are delighted to welcome Pedigree as the sponsor of the series as we believe it is an ideal platform for the brand to engage with their target audience, and look forward to activating the partnership to bring the show to viewers in new and exciting ways.”

The multi-platform sponsorship package was negotiated by ITV Commercial and Newcast on behalf of Pedigree. The on and off-air partnership will be activated through broadcast, online, mobile and licensing elements.

A husband and wife team of veterinary professionals has developed and produced a veterinary emergency first aid kit for pet owners called FURst-Aid.

Between them, Ian and Charlotte Gibbs have over 25 years’ experience working solely with companion animals in many different veterinary practices from charity clinics to referral hospitals. This has allowed them to see nearly every type of injury possible.  

And they have had to regularly patch up their own pets over the years.

"The pet first aid kits presently available consisted of products which often stung, were fiddly to apply, often slipped and stuck to fur making them painful to remove," said Charlotte.

"FURst-Aid kits contain only products used by veterinary professionals and with helpful bandaging tutorials on our website www.furstaid.co.uk.

"FURst-Aid treats, cleans and protects any little mishaps whilst waiting to see your vet, minimising the damage and reducing the risk of infection of any cuts and grazes."

The kits are available through the website although Ian and Charlotte are currently looking to appoint stockists for their product. Anyone interested should email info@furstaid.co.uk

The American Heart Association says owning a pet may help to decrease a person's risk of suffering from heart disease and is linked with lower levels of obesity, blood pressure and cholesterol.

"Pet ownership, particularly dog ownership, is probably associated with a decreased risk of heart disease," said Houston professor Glenn N. Levine.

A study of more than 5,200 adults showed dog owners were more physically active than non-owners because they walk their pets. Other research has revealed the calming effects of pets, which are used in animal-assisted therapy programs.

Levine, the chairman of the committee that wrote the statement published online in the journal Circulation, added that the benefits are clear on cutting the risk factors for heart disease. But the studies are not definitive or prove that owning a pet directly causes a reduction in heart disease risk.

"What's less clear is whether the act of adopting or acquiring a pet could lead to a reduction in cardiovascular risk in those with pre-existing disease," he said.

Dan Lowndes, Trade Marketing Manager at Tetra UK talks about the long-term importance of creating satisfied customers in aquatics, and its role in building a sustainable business.

Reacting to customers' needs is one thing, but providing excellent customer service means being closely engaged with your sonsumers and being proactive. It means making the most of every opportunity to extend your service and add value to your customers' experience on all levels. It’s not a one-off activity but something that is on-going and has to be in the mind of your staff all the time.

Excellent customer service is increasingly important as it is expected by today’s consumer. The bar has been set extremely high across the retail sector and this is where aquatics retailing has to compete. If the store isn’t welcoming and the staff uncommunicative then you’re going to put off a lot of customers before they even start the hobby.

Marketing sustainability in-store is also a great option and is a gift when it comes to our business. What an opportunity to present wonderful pictures of your livestock in their natural habitat; inform customers of their origins, care and treatment; relate them to the communities they come from and build an understanding of their specific needs. 

Help the customer understand the consequences for these communities and the environment of not buying from responsible retailers. It all requires time and effort but it will engage your customers in an area they are already interested in; help improve the level of care they get once sold; and help build a trusting and long-term relationship with more and more consumers.   

Having a good understanding of your stock and your customers and matching the two in the most effective way is a great skill to have, but one worth developing as it will make sure you sell appropriately and get the most out of your business. This will help maintain a loyal customer base and thus a sustainable business. In fact, it is the essence of a sustainable industry for us all.

Selling additional but appropriate products is part of this process and demands creative thinking, good knowledge, skill and imagination. A customer may come into the shop with a clear idea of the solution to a problem but close questioning may reveal a different issue that demands alternative solutions. 

The customer may also not have the knowledge to know the full range of options. There are now a wide range of products available from high quality manufacturers that are designed to make the hobby easier and more enjoyable and these provide extremely good opportunities for additional sales. 

Retailers are in a position to know the best products and make these additional sales that the customer wouldn’t have been in a position to necessarily know about. The sale should leave the customer feeling the retailer has gone the extra mile, and the retailer benefits from the extra sale.

The key in all this is to build trusting relationships, but you can’t do it on your own. Build links with good, reliable suppliers that sell high quality products and they will also provide you with the support you need. Make sure your staff are equipped with the skills and knowledge necessary and the ability to encourage the fishkeepers whatever their level of expertise. 

The whole process needs to be supported by simple messages. It has to be an education process that engages the buyer.  

If you are asking your customers to commit to a project such as installing a pond or new aquarium, you need to have the staff there to support them throughout the process. This means having staff that stay in the job, that they can come back to time and again. 

Giving the right advice may at times mean a non-sale but if the advice is right they’ll return to you again and again. Having expertise is essential but we don’t all have to have the same level of knowledge. As long as less experienced staff know at which point to ask for help, that’s the most important thing, and that’s how customer loyalty is established.

The key to keeping the customer happy and providing good customer service is to focus on helping them, not say “no”.  Running customer service training programmes in-store will help while giving a strong focus on how you talk to customers, how to read how much information to give them and how you can provide a service that builds loyalty and trust in the long-term.  


Having expertise in-store is vital but if you don’t have the right approach with customers to go with it, that expertise is wasted. So amongst our staff we have a wide variety of expertise and levels of knowledge. No one person is expected to know everything but we are all expected to focus on inspiring and helping the customer, and improving the enjoyment they get from their garden or aquarium.

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

Group55, maker of the multi-award winning Animology range of shampoos and grooming sprays for dogs, has been shortlisted for an Exporter Of The Year award.

The BIBA awards, organised by North and Western Lancashire Chamber Of Commerce, is the county's premier business competition and is designed to reward outstanding achievement and recognise excellence, best practice and innovation .

The shortlisting comes after a period of astonishing growth for the company, which has seen their Animology product range sold in over 30 countries worldwide, including most recently Russia, China and the United States, with more distribution deals expected to be concluded in the coming weeks and months.

Group55 is one of eight companies who will be hoping to win the award at a special ceremony to be held at Blackpool Tower in September.

“I’m absolutely delighted to have made the shortlist for the BIBA’s Exporter Of The Year Award, which is something of an achievement in itself," said managing director Stephen Turner.

"It is a credit to our small but extremely hardworking team, and of course, it would be lovely to win the award in September, so fingers crossed! We are in quite impressive company as far as the other nominations are concerned and we are almost certainly the smallest company to have made the initial shortlist, but it’s brilliant to have got this far.

"We’ve had an incredible period of success with Animology to date, which has been really exciting, and also a lot of hard work, but long may it continue!.'

Group 55 has been a member of the PetQuip trade association since late 2009 and the company has seen tremendous progress in its export sales in a relatively short history. The company has been a proactive trade association member and has used many of the services that PetQuip provides in helping UK companies to increase export business.

These include the purchasing of database information on international buyers of pet products, participating in Meet the Buyer days where PetQuip brings key international distributors and retailers to meet potential new suppliers in the UK, and taking part in the British pavilions at key pet sector trade shows which PetQuip organises with the support of UK Trade & Investment.

"The success of the Animology brand overseas is an excellent example of a company using its trade association facilities to research export markets, establish contact with key buyers and make full use of their participations at international trade shows alongside excellent marketing and presentation of their products," said Charlie Parker, of PetQuip.

Animology is exhibiting at Zoomark in Italy this week as part of the PetQuip-organised British pavilion.

The Kennel Club claims the British public is to blame for an increasing number of sick puppies because it continues to buy pets from puppy farms.

In a determined effort to eradicate puppy farms from the UK, the Kennel Club is organising a Puppy Awareness Week 2013 from September 7 to 14.

According to the organisation British pet owners hand over millions of pounds to puppy farmers every year, thereby rewarding them for over-breeding bitches and breeding litter after litter of sick puppies in poor conditions.

Previous research by the Kennel Club has found that around 1 in 3 of puppy buyers do not take the responsible actions that will prevent them from possibly buying a puppy-farmed pet. This means that potentially more than 250,000 people a year buy a puppy from a puppy farm, and with prices ranging from £200 to over £1,000, puppy farmers are making millions of pounds.

Kennel Club Secretary Caroline Kisko said: ‘It is time to stop the staggering quarter of a million or more puppies that are churned out by puppy farms each year.

"We want to reach out to puppy buyers and stop them handing money over to dog breeders who don’t have a care about animal welfare. We want to stress to people that they should never pay money to someone they suspect of being a puppy farmer, even if they think they are doing a good thing by rescuing the puppy from the situation. If this is the case, then people should call their local authority or the RSPCA instead.”

Puppy farmers breed dogs irresponsibly without regard for the health and wellbeing of the puppies or the parents, without health tests, injections or appropriate care or socialisation. Puppy farms churn out litter after litter of undernourished and badly cared for puppies and then sell them on to unsuspecting owners, through pet shops, newspaper ads, online adverts and various other means.

The Kennel Club will be providing information during Puppy Awareness Week to help people understand how to buy a healthy, happy puppy and to raise money for the Kennel Club Charitable Trust, which supports charities and organisations that are making dogs’ lives better.

Caroline continued: “It is easy to buy a puppy responsibly – at the Kennel Club we have several thousand breeders who have signed up to the Kennel Club Assured Breeder Scheme, who abide by a number of rules and regulations which mean these breeders have committed to breed their dogs responsibly.

"When looking for a puppy, look for a Kennel Club Assured Breeder and always insist to meet the puppy first, in its breeding environment with its mother.”

For more information about the Puppy Awareness Week and buying a puppy responsibly, and the Kennel Club Assured Breeder Scheme, visit www.thekennelclub.org.uk/paw.

Dog owners might have to tie up their pets to stop them attacking burglars, police have warned – amid growing controversy over a clampdown on dangerous animals.

The Association of Chief Police Officers say planned amendments to the Dangerous Dogs Act could leave householders 'liable to prosecution' if their dog bites a burglar while they are out.

Ministers want to close a loophole in the law that makes it difficult to prosecute dog attacks that take place on private property.

The move follows a string of attacks on children, postmen, and health visitors on private land.

The proposals will include a defence for people whose dogs attack a burglar while they are at home. But critics warn the defence will not protect owners if a burglar is attacked while they are out, or if the attack takes place in the garden or an outbuilding.

The loophole in the proposals will leave dog owners open to potential fines of up to £5,000 – or even a two-year jail sentence – if their pet attacks an intruder while they are not at home.

Now Acpo, the organisation which represents senior police officers, has warned that the plans will favour burglars.

In a letter to MPs they said the police 'would rather the householder was given a defence in law' to prevent prosecution if a dog attacks a burglar while they are out.

The Kennel Club has welcomed the commitment to improve dangerous dog law in the coming year’s legislative timetable, announced during the Queen’s Speech yesterday (Wednesday).

The organisation supports the general principles cited of encouraging responsible dog ownership and strengthening the law for tackling dogs that are dangerously out of control, and hopes to see improved measures to more effectively break patterns of bad behaviour and tackle the other end of the lead: the owners themselves.

“The introduction of measures such as penalties for keepers of dogs who allow them to harm lawful visitors to their home is a positive step in curbing irresponsible dog ownership and encouraging better control of dogs," said Kennel Club Secretary Caroline Kisko.

“At the same time though, the Kennel Club does not wish to see such protection extended to anyone involved in unlawful activity. After meeting the Defra Minister, Lord de Mauley and his team, we are reassured that the department have taken our comments on board and will address them accordingly.

“The original Dangerous Dogs Act was drafted as an urgent response to a perceived political and social crisis and is cited by many as one of the worst pieces of legislation because it has failed in its attempt to control dangerous dogs whilst also making the welfare of individual dogs worse.  The Kennel Club’s primary aim is to ensure that any new legislation relating to dog control both strengthens and improves current provisions to better protect the public and improve the welfare of dogs.”

For more information on the Kennel Club’s campaign regarding dangerous dog legislation visit: www.thekennelclub.org.uk/dangerousdogs.

"From there it seems she made her way on to the M25 where the Highways Agency and RSPCA tried to catch her, but with no luck.

"She was last spotted  outside the Dogs Trust in Harefield. This was confirmed by the police, but she hadn’t been caught."

A massive volunteer search was arranged from the Dogs Trust car park, and many people scoured the countryside but there have been no further sightings..

"As you can imagine we are absolutely desperate to hear of her whereabouts. I would really appreciate any information at all and would ask everyone to be extra vigilant as they are driving and walking around the area."

Anyone with information can email karenharding1@me.com or call 07774 724 797.

More than 50 snakes were taken in a raid on a pet shop in Nottingham.

"When I walked in I just felt like giving up," she said. "I've spent seven years of hard slog building up a collection and suddenly they've been taken away from me."

Mrs Rimer collects the snakes as a hobby as well as selling some specimens.

"I'll never be able to replace some of them," she added.

Mrs Rimer said she feared the animals could suffer respiratory problems if not looked after correctly. "It's not like somebody's stolen a television. These are living things which will feel pain," she added.

Police say the stolen snakes are not considered dangerous, but urged exotic pet owners and dealers to be on the lookout for them.

A spokesperson said: "If you think you may have received an unsolicited approach to buy the snakes, or know who is responsible for the theft, contact Notts Police on 101, quoting incident 202 of May 4."

An award-winning animal charity near Peterborough which provides a home for an array of animals has appealed for help amid a funding crisis.

The Exotic Pet Refuge, in Deeping St James, urgently needs funds to meet its running costs.

The charity has been hit by rising energy bills and an increase in the number of animals being donated - or, in some cases, abandoned - for its care.

Poor weather also took its toll on its Easter open day, with takings £2,000 down on what would be expected.

Founder Pam Mansfield (63), who in 2011 received an award from the International Fund for Animal Welfare, said: “It’s never been as bad as this. We work so hard to try to keep it going.

“Obviously we don’t want it to close. We are doing everything in our power but we don’t know if it will be enough.”

It costs about £60,000 a year to run the refuge.

In the past 15 years, Mrs Mansfield has ploughed thousands of her own money into the refuge to keep it running.

She said between £5,000 and £10,000 would see it through to the summer, when it is hoped warmer weather will drive larger takings at its fundraisers.

“It doesn’t bear thinking about what will happen to the animals if the refuge has to close," added Pam.

The charity’s next open day is May 19.

For more information visit http://www.exoticpetrefuge.org.uk/

Dog-fouling hotspots will be spray-painted by a council in a bid to get people to clean-up after their pets.

The campaign aims to "remind dog owners of their responsibilities," said Councillor Iain Chubb, of East Devon District Council.

He said it was not graffiti and it would disappear after about two weeks.

The council added it was "targeting a small but persistent group of people who either didn't care or couldn't be bothered" to clean-up.

Mr Chubb, who is the cabinet member for environment, said: "They are the ones putting the rest of us to the trouble of cleaning our shoes, protecting our children from disease carried by dog mess, and even saving other pets walking through the stuff.

"The campaign highlights that you have to pick-up or face prosecution."

He added the mess was not only left by residents but also people travelling to the district.

Irresponsible dog walkers face fines of up to £1,000.