Wilsons Pet Food, a Perthshire-based pet food company that can trace its heritage back well over a hundred years, has appointed Dan Griffin as Head of Sales.

In the short time that Dan has been with Wilsons Pet Food he has already established 40 new stockists right across the country helping to popularise their growing range of cold press dry food for dogs.

He will also be helping to promote an expanded range of new products designed to cater for an ever-demanding consumer which will be announced in the coming months.

Having grown up with dogs on a family farm just outside Stamford, Dan already has a passion for the pet market. He has a background in working for start-up businesses taking new products to market and has worked in the food industry and the commercial side of FMCG where he executed the sales strategy delivering products into both independent shops and large retail chains.

His new role at Wilsons will involve establishing the commercial and sales strategy and building relationships with existing and new retailers, with a focus on independent stores.  

He will be working alongside Craig Wallace, the Managing Director of Wilsons Pet Food to grow and expand the business, while increasing brand awareness.

Wilsons Pet Food has made supporting the independent retailer their priority by not discounting online, offering free samples and point-of-sale material in the way of posters and by creating boosted posts online to support new retailers

Commenting on his new appointment Dan Griffin said: “I am extremely excited about my new role at Wilsons Pet Food. I have a passion for the brand and their expanding range of products.

"It is great to be promoting healthy pet food which is British made and manufactured by a long standing family-owned business with an amazing heritage.

"My aim is to roll out the cold press food and the new ranges to stores right across the UK. I will also be building relationships with breeders and dog trainers to help support small businesses and spread the awareness of the benefits of feeding Wilsons Pet Food.”

To find out more about Wilsons Pet Food visit www.wilsonspetfood.co.uk