Award-winning Mr Bug has added a National Sustainability Award for Innovation to its growing trophy cabinet.

For owner Conal Cunningham such reaffirming recognition is testament to his team’s commitment to championing the rural economy, the government’s willing to support his vision with a generous Innovate grant and the pet industry’s slow yet progressive move to functional foods for dogs, mimicking the fastest growing trend in human food

“Clearly as a young dog treat disruptor we’re keen for the national pet shop providers to champion brands like ours that shine a light on superior nutrition and junk food avoidance for dogs,” said Conal.

“Perhaps the biggest frustration is with the major supermarkets with their significant pet food fixtures aren’t taking the opportunity to evolve their pet food offers at the same speed they are the other human-centric aisles.  

“Like human food there are simply too many lazy, mass-produced foods packed with low-grade ingredients lazy fillers, salt and sugar.  With 40% of UK dogs clinically obese, it’s an easy win for progressive supermarkets to further differentiate themselves from their play-safe peers.”

Over the past year Mr Bug has won: 

• Pet Quip Gold - Organic & Green award
• Nourish Gold – Ingredient integrity
• Global Good Gold – best SME
• Blue Patch – Sustainability award
• Ethical Shopping accreditation

Mrbug.co.uk