Stephen Williams swapped the hectic life of being a director with the Walt Disney company to run his own pet and animal feed centre with wife Jo, and it's paying off in a big way. As well as enjoying a more acceptable lifestyle, his business is growing rapidly and basking in the glory of being crowned Retailer of the Year.

This week Stephen reveals to Pet Trade Xtra how he and Jo have turned Poole Farm Feed Centre in Great Yeldham, Essex into an award-winning business.

How did you become involved with Poole Farm Feed Centre?
We bought the business and farmhouse at Poole Farm back in October 2009. It was previously owned and launched by Jo’s parents about 20 years ago. They retired and moved into a cottage (also at Poole Farm). Prior to moving to here myself and Jo lived in Bishops Stortford with two of our children Scarlett (now aged nine) and Evie (now aged seven) – we now have a third! I worked for Walt Disney as Finance & Operations Director for their video games business and Jo was a housewife, having previously been Head of Brand at a telecoms company.

How many people now work in the business?
We currently have nine employees – we started with five.

Is most of your business done in store?
About 98% of our business is done in store with the rest online via ebay and our own website (launched this year). Online sales have grown from zero when we started and are increasing all the time. We are currently populating our informational/transactional website with products (www.poolefarm.co.uk) as quickly as we can as we realise online is a potential growth channel for us. We currently get about 2,000 page views a month. The internet overall is very important to us. As well as ebay and our website we regularly use facebook, twitter, streetlife and other social media to promote ourselves, our products and our services. We also send out monthly digital mailshots to our customers/potential customers.

Do you attract customers from a wide area?
The majority of our in-store customers live within a 25 mile radius (so fairly wide). However customers that come to buy our point of lay chickens will travel up to a couple of hours to visit us. With our online presence we reach customers mainly across the UK but do have some as far away as Europe.

What percentage are pet product sales in your business compared to horse and animal feeds?
Pet product sales (including live chickens/chicken feed) account for about 60% of our business and tend to be more steady throughout the year. Horse and animal feeds tend to be more seasonal, being more concentrated in the winter months.

What challenges face an independent business like yours?
A number of challenges face our business:

• Competition from other independents (we have quite a few within a close geographical radius).
• Price competition from the big supermarkets and mass online retailers (eg. Amazon).
• Maintaining reasons for customers to come and visit rather than simply purchasing on-line eg. because of expert advice, product availability, loyalty, pleasure of shopping experience.
• Supplier support for the independent pet trade – we have seen a number of suppliers change their stance on supporting the independent pet trade over the years.

What are your plans for the future?
We are always looking for the next opportunity as well as to give our customers/prospective customers additional reasons to come and visit us.
Currently in our thoughts are a coffee shop, petting farm, on site grooming and veterinary services. More stores and franchising could be a possibility – watch this space.

Pictured above: Stephen and Jo receive their Pet Industry Retailer of the Year award from guest of honour Frank Bruno.


For more information visit www.poolefarm.co.uk

Focusing on providing customers with great products, good value for money, expert advice/assistance and great customer service, have all been key to the dramatic growth at Poole Farm Feed Centre, says Stephen Williams.

"We would love to know the exact formula of success ourselves," he told Pet Trade Xtra.

"But we embrace change and we're always honest with ourselves. Where product lines are not working we will knock them on the head.

"We're always thinking about what is next for the pet industry – for instance, are raw, grain free dog foods the next big thing?

"We also optimise sales by using different channels like in-store or online.

So how does Stephen and Jo keep customers loyal to Pool Farm?

"We offer quality products at value for money prices, expert advice and assistance, and great customer service," said Stephen.

"We want our customers to have a great shopping experience with us, to feel safe in the knowledge that we have the expertise to give appropriate and suitable advice and to feel that nothing is too much trouble. We continue to build this into our company philosophy every day.

"We offer to help all our customers out to their cars with their purchases, in the event that they are after a particular product we will endeavour to find out about it and source it from our suppliers.

"We go that extra mile. Whilst we do not offer a delivery service we have a policy of delivering to customers who have shopped with us for a long time but are now too old or frail to drive to us (at no extra charge). We feel this is a small reward for the loyalty they have shown us over the years.

"Where local customers struggle to administer worming tablets to their animals one staff member (in their own time) will visit the customers at their own homes to administer.

"We take all customer feedback, both good and bad very seriously. We now perform an annual prize draw in order to gain customer feedback (via questionnaire)."

Stephen added: "Being named Retailer of the Year feels fantastic and makes all the hard work to date worth it. It also confirms that we are doing something right.

"We do try to remain grounded though and never forget that if it wasn’t for our fantastic customers and the great support we get from our suppliers it certainly wouldn’t have been possible."

For more infromation visit www.poolefarm.co.uk

A self-service dog wash machine which has taken America and Australia by storm is becoming increasingly popular in the UK as pet stores and garden centres see the potential in the easy-to-install unit.

It costs around £10,000 to buy and the exclusive European distributors Mac's DIY Dog Wash say it will pay back the investment within 13 months.

The latest unit to be installed is at Pet & Garden Warehouse in Haywoods Heath, West Sussex, and will be in operation from November 10.

"It's great for pet shops and garden centres that have a space of 7ft wide and 3ft deep to utilise," says Viv Barrington, of Mac's DIY Dog Wash.

The company has received a growing number of inquiries from across Europe, including Switzerland, Denmark, France and Italy as well as the UK.

"The unit is delivered already assembled and just needs to be connected like a washing machine," adds Viv.

"It costs dog owners £5 for seven minutes although they can put in extra coins if extra time required.

"Owners are very excited about the concept. We receive many calls each day, asking about the nearest dog wash unit."

Dog groomers are also becoming interested in the machine as it assists them time-wise if customers only want a wash and dry for their animal.

Mac's DIY Dog Wash is so confident in the product it says it will reimburse a business £5,000 if it is no satisfied with the unit with the first 12 months.

"It can provide a great second income," claims Viv. "It's a great product and will become as popular as car washes in a short time."

Prices start at around £10,000 (plus VAT) and go up to £47,000 for an outdoor vandal-proof version. Companies can also have their own branding on the unit.

For more information visit www.macsdiydogwash.com or call the free phone 0800 7720230.

Edinburgh's oldest pet store, Dofos Pet Centre, has come under fire for renting out part of its premises to a business selling fireworks.

The owner of the pet store in Blenheim Place said the move was simply a way to make more money but an animal groups has criticised the decision.

Dofos owner Denise Davidson said the fireworks were being sold from a vacant space beneath the famous pet store, which was founded in 1953.

“It’s just a way of making extra money,” she said. “The space underneath the shop was empty and I wanted to use it. We get people using both stores and it’s been very popular. You will always have fireworks being set off near to animals. I don’t think having the firework store there makes much of a difference to that.

“Sainsbury’s sells fireworks and has a pet aisle, would anybody say anything different about that?”

She added: “I’ve been down and made 100% sure we’re meeting the correct safety measures. It’s downstairs and far away from any of our animals.”

But Dowager Duchess of Hamilton, chair of Scottish Staffordshire Bull Terrier Rescue, said its latest move set a bad example.

“The shop has a good reputation and it’s sad to see them resort to this,” she said.

“Most dogs are petrified and it’s very difficult to watch them cowering in corners during Fireworks Night.”

Firework safety rules demand that vendors run their own risk assessments on properties to ensure appropriate measures are taken but there are no hard and fast restrictions on retail units wishing to sell them.

Scottish SPCA chief superintendent Mike Flynn said: “Some animals have a much stronger reaction to fireworks than others. Anyone with an animal that does suffer from a fear of fireworks should keep their pet indoors on Bonfire Night with the curtains closed and the television or radio turned on for background noise.”

Luxury pet treat manufacturer The Innocent Pet Care Company has launched a range of treats for cats called The Innocent Cat.

The treats are made in Yorkshire with high quality ingredients and contain 80% British meat.

Chloë Heaton, Managing Director, says: “We received so many requests from stockists of The Innocent Hound products to create a high quality treat for cats. 

"The cat treat market is lacking in high-end products and after creating some new recipes, The Innocent Cat is ideal for customers looking for something special for their cat.”

The thin sausage slices are available in two flavours, chicken and duck with catnip, and venison. The products come in handy 100g resealable tubs with a RRP of £4.95.



Meanwhile, The Innocent Hound has introduced two new products to its range of luxury treats for dogs. 

From November, as well as the three venison products, the range will include Salmon Bites and Sliced Duck Sausage. 

The salmon treats are very low in fat and made with fresh salmon and sweet potato, whilst the duck slices are made with 80% British duck meat mixed with whole cranberries. 

All of the treats are hypoallergenic with no wheat, gluten, soya or dairy, and have been air-dried to maintain flavour and retain nutrients.   

For more information email hello@innocentpetcare.co.uk or woof@theinnocenthound.co.uk or call 01765 641338.

The Pet Charity has joined forces with industry experts like the Kennel Club, International Cat Care, OATA, the Rabbit Welfare Association & Fund, REPTA and the BVZS, to produce a new series of pet care advice leaflets.

The Charity’s leaflet collection provides the ideal solution to the conditions stated within the 2013 Model Licence Conditions for Pet Vending, of providing customers with pet care information. Furthermore, the leaflets boast an industry-first – collaborating with experts, associations and vets – in order to provide clear, standardised content. 

The leaflet range is comprehensive and clear colour-coding will help all owners of companion animals, small furries, reptiles, fish, birds and poultry. Alongside specific pet leaflets, The Pet Charity is also producing sponsored leaflets, which offer advice on neutering, vaccinations and microchipping.

The leaflets are available to all pet service outlets as The Pet Charity aims for a level playing field in standards, education and licensing, and starting with consistent information will further pet welfare in the UK.

Sara Bazeley, Media and Campaigns Officer, for The Pet Charity, says: “Pets provide us with joy, health and companionship, and it is important the public are educated on the emotional and physical needs of their pets. 

"With increasing exotic pet ownership and conflicting care advice from so many sources, it is no wonder the average pet owner is confused on how best to provide their pet’s needs.

"It is important that owners understand the very specific needs of different pet types and if they can offer them – we encourage the public to talk to experts and seeing these leaflets in multiple outlets will reassure owners they are getting consistent advice to provide the best care for their pet. 

“We would like to thank the organisations that have collaborated with us for their support and we look forward to raising pet welfare together as an industry.”

The Pet Charity promotes research into the positive impact of pet ownership on public health and educates the public in the proper selection and on-going care of their chosen companion animals.

For more information about The Pet Charity’s pet care advice leaflets, contact The Pet Charity on 01234 224506 or email sara.bazeley@thepetcharity.org.uk

Pets at Home Vet Group, the operator of the Vets4Pets and Companion Care brands, has secured a £20m funding deal to support its expansion plans.

The group, which is a joint venture as part of Pets at Home, will use the funding from Santander Corporate & Commercial to open practices in the retail group's stores and at standalone locations.

A number of jobs will be created by the expansion.

Vets4Pets was acquired by Pets at Home and merged with Companion Care in 2013. The JV is based in Oxfordshire.

Amanda Radford, chief financial officer of Pets at Home Vet Group, said: "Vets4Pets and Companion Care were formed to create opportunities for veterinary professionals to gain control of their careers by owning and running their own practices, and we are absolutely delighted with the growth of our business.

"Any veterinary professional looking for a joint venture partnership can benefit from the strength and support of the largest veterinary group in the UK, and the funding from Santander will help us realise our growth aspirations."

Steve Bateman, relationship director at Santander Corporate & Commercial, added: "Vets4Pets and Companion Care have excelled in their chosen segment, finding strong demand for their services from vets and pet owners across the UK. The business model is extremely robust and I’m wholly confident of the company's future strategy."

Last month, Pets at Home reported revenue from the JV, its grooming division, and animal sales had risen by more than a quarter.

Newly-launched Tribal Pet Foods has announced that its range of natural dog treats is now available from Wilmslow’s luxury pet store, Barkers.

A luxury sister-brand to Pets at Home, Barkers prides itself on providing only the highest quality products for dogs. Bearing a similar ideology to its new stockist, Tribal has a dog’s health at the core of its ethos and is dedicated to creating 100% natural and nutritious pet foods that have been scientifically proven to maximise canine health through a variety of vitamins and nutrients. 

A positive move for the young brand, the new high-end stockist serves to reaffirm Tribal’s rising position among the high quality pet food market.

Tribal has gone from strength to strength since its launch in October this year after securing SKUs at numerous independent retailers.

Fatima Maktari, founder of Tribal Pet Foods, says: “We are delighted to extend our distribution into a quality retailer as highly-regarded as Barkers at such an early stage in our development. The range now has further exposure to health-conscious pet owners and can continue its growth within the sector.”

Tribal offers a range of complementary dog treats containing ingredients that aren’t commonly found in traditional pet foods, which have proven benefits for canine health.

Fatima’s extensive studies into organic chemistry at Oxford University provided the basis for the unique Tribal recipes.

Tribal has also introduced an innovative nutritional traffic light label for the first time to pet food products, to assist owners in selecting the best match for their best friend’s diet.

Five flavours in the treat range are available from Barkers.

For information about the Tribal range visit www.tribalpetfoods.co.uk

Tribal was set up by Fatima Maktari in 2012. She had previously had a very long and successful profession in the finance sector, and then when she and her partner moved to the country and bought Alpha, a black Labrador, everything changed.  Fatima had brought Alpha down from Lancashire to their home near the river in Henley on Thames where he had a super time chasing ducks and swimming in the river.  As first time dog owners, they learnt many things, primarily what constitutes high quality dog food. They have since moved to a farm in rural Oxfordshire and added a German shepherd called Una to their Tribe.

Fatima believes that the food we give our dogs can affect their health, happiness and well-being. Feeding our pets the same food, day in, day out, is not only boring for them but can lead to poor digestive health and lack of essential nutrients.  A food can really only be judged by the quality of its ingredients – the higher the quality of ingredient, the more digestible it is and the more nourishment it provides.  Generically labelled ingredients such as “cereals” or “meat and animal derivatives” typically act as cheap fillers designed to bulk out a product but contain much less real nutritional content. 

Having achieved a 1st class master's degree in Chemistry from the University of Oxford, Fatima decided to put her research skills to the test to develop a range of high quality, tasty treats with wholesome nutritional content.  Alpha was quick to appoint himself as their chief taster, but they test all of their products on a panel of tasting dogs from a variety of breeds.  All of their research and the results from their taste tests have led to Tribal's delicious range of gluten free treats.

Not Just Pets celebrated its 10th anniversary in Bath with a massive party at the store and a fun game challenge by the Abbey where over £250 was raised for local animal charities.

The theme of the day was 'fun, fun, fun' with animal education thrown in as always and the staff were all dressed in glad rags.

A big draw for the weekend was having celebrity dog listener Tony Knight give a very funny and informative talk to customers on the day. He also ran a three-day dog behaviour course based at the store, and the feedback from the participants was fabulous.

Not Just Pets owner Janine Tozer said: "We couldn't be happier with the outcome of the day.

"We would like to say a huge thank you to all the fabulous local businesses and to our suppliers who gave prizes, samples, or who attended on the day to give nutrition and behaviour advice.

"A very big thank you indeed goes to celebrity dog listener Tony Knight, and Andy from Rolf Hagen for the Nerf challenge.

"Our team of staff were brilliant and we would like to thank all our lovely customers who came in and took part. Everyone joined in the fun. We were delighted to be able to raise some valuable funds for Greyhound Rescue West of England."

The raffle was a huge success and with other donations a grand total of £260.38 was raised. The prizes were donated by local independent businesses including Society Cafe, Eric Snook’s toyshop, MacDonald Bath Spa Hotel , Shakeaway, Roman Bath and Fashion Museum, Spirit Photography and also many suppliers including Happy Pet, Ancol and Trixie.

Not Just Pets was able to treat all the customers who attended the open day to a party bag full of samples and offers due to the generosity of the companies that supplied goodies for the day – Applaws, Barking Heads, Beaphar, Burgess, Burns, Canagan, Woofytrade, Company of Animals, Ezydog,  Johnsons, Rosewood, Supreme, Tetra, Kong, Pooch and Mutt, Nature's Way, Green and Wild and Fish4dogs.

For more information about Not Just Pets visit www.notjustpets.co.uk

See a selection of pictures from the day below...

The Ornamental Aquatic Trade Association (OATA) has joined forces with Reptile and Exotic Pet Trade Association (REPTA) to recommend that Asiatic newts and salamanders imported into the UK are held at 25°C for 10 days before they can be sold to the public.

The advice comes after Science magazine published new information about a species of fungus (Batrachochytrium salamandrivorans) deadly to European newts, first discovered last year.

The scientific paper was published last Friday and both OATA and REPTA responded the same day with advice to their members to explain the situation. Along with the 10-day heated holding recommendation, the trade associations also reminded retailers about the need to talk to customers about good hygiene measures when cleaning out terrariums, particularly about not dumping swilling-out water on gardens, and about not releasing pets into the wild.

Co-author of the study Frank Pasmans, of Ghent University, welcomed the industry bodies’ quick response.

“The prompt response of the amphibian importing industry is very welcome and raises hope that prevention of entry of the fungus to regions that are currently free of this infection may be feasible,” he said.

OATA Chief Executive Keith Davenport said: “As soon as we were made aware of the issues in this scientific paper we acted speedily to give recommendations to our members and we’re sure they will respond.

“The industry has a good record of acting on our advice, such as not selling invasive aquatic plants for years before DEFRA brought in an official ban last year. 

“And our industry has played its part in helping to educate the public about not releasing pets into the wild. In fact, REPTA and OATA have created a Code of Practise for pet owners and retailers to offer advice on how to prevent the spread of non-native invasive species.

“We take our responsibilities very seriously and so were keen to get this advice out on the same day as we were made aware of the study. 

“This is a simple measure for importers or retailers to implement for Asiatic newts only (not European or North American ones) and we’d advise customers to ask in shops about this before they buy newts and salamanders.” 

A new range of plastic dog beds – in six sizes and assorted colours – is available from Animal Instincts.

Made from robust plastic that is safe for pets, Animal Instincts Plastic Dog Beds have a dropped front allowing easy access and raised sides to keep bedding in place. Ventilation holes in the base keep dogs cool and non-slip feet keep the beds in place.

These beds are easy to clean and come in a full range of sizes to suit different breeds. The beds are also compatible with Wooff Canvas Oval Cushions which are available in six corresponding sizes.

Animal Instincts Plastic Dog Beds are available exclusively from Pedigree Wholesale.

A fantastic range of feeding bowls are also available from Animal Instincts, giving customers a great choice and making feeding time for cats and dogs quick, simple and mess free. 

Single dog bowls are available in four sizes from 300ml to 2000ml. Single cat bowls and twin dog bowls are also available.

A range of anti-skid heavy weight plastic bowls with rubber bases are also available. These extra tough bowls have been designed to keep food in the bowl and not all over the floor. 

The anti-slip rubber base ensures they can’t be pushed along the floor by your four legged friends. Easy to clean, Animal Instincts heavy weight bowls are dishwasher safe and stack for easy merchandising and storage.

Specially designed for dogs that eat too fast is a range of slow feed bowls. Split into four feeding zones slow feed bowls prevent the dog putting its full snout in and therefore limit the amount of food the animal can get into its mouth in one go. Slow feed bowls offer retailers added value sales compared to standard feeding bowls.

For more information on Animal Instincts Plastic Dog Beds and Feeding Bowls contact the Customer Services Team on 0115 982 3900 or e. info@petproducts.co.uk.

Westgate Ark animal shelter in Newcastle says it needs people to cuddle and stroke homeless young cats to get them ready to be rehomed.

Since the animal shelter opened its doors in April this year Paul Black has seen an influx of abandoned cats and kittens needing rehoming.

Paul, 54, has been rescuing cats for years but says he has noticed a dramatic increase in the amount of feral cats being brought in from the area.

He said: “Many of the feral cats either come in with kittens or are pregnant. To re-home them we have to socialise them and this is easier if they are kittens.”

The centre, on Prospect Place, near Westgate Road, Newcastle, is now inviting people to help make their feral kittens feel wanted.

People can go to Westgate Ark and spend an hour or two playing with, stroking and cuddling many of the tiny kittens.

The centre is completely funded by donations and the money raised is via sponsored walks, car boots sales or open days.

“We have a lot of lovely volunteers here who really do help out,” added Paul. “I am planning on holding an open weekend on December 27 and 28 where people can come and join us, for free, and have a glass of sherry or mulled wine and a mince pie and get to see the centre and meet the cats.

“They are also welcome to bring the cats little Christmas presents like treats, food, or litter.”

The centre has attracted a few regular volunteers and one of them is Rosalyn Byrne, who pops in for kitten cuddles every Thursday.

She said: “I have been volunteering since the centre opened in April. I love cats and it’s really rewarding when the feral cats come round to you.”

At the moment Paul has more than 15 cats that have been rescued and said many of the feral ones are being found in the Lemington area.

“We have taken our 11th feral cat from there this week and the main thing that needs doing is neutering them,” he said.

“The older cats we will neuter and then take them back because they are too old to be socialised, but with the kittens we want to find them homes.”

To make a donation or volunteer at Westgate Ark contact Paul on 0191 273 9555, or email him on admin@westgateark.org.uk

Pictured: Rescued kittens at Westgate Ark animal centre.

The Pet Cremation Association has joined the five existing trade associations underneath the Pet Industry Federation’s umbrella, and it will occupy a unique position as the only association of its kind to audit pet crematoriums and ensure its members adhere to a strict code of practice.

"We were delighted when we were approached by a group of like-minded crematorium owners who were seeking to improve the image of pet crematoriums and develop a trade association which offers a quality assurance standard and audits their premises and services," said PIF chief executive Nigel Baker.

"Their aspirations and PIF’s reach and resources are a perfect fit, and we look forward to working together. Pets are part of the family, therefore it has never been more important to show pet owners that caring for their beloved pets continues throughout their full life cycle."

A core selection of businesses forms the Pet Cremation Association’s governing committee.

Andrew Rogerson (left) is chief executive of The Pet Crematorium which has facilities in Durham and Lanarkshire. He has been elected as the Pet Cremation Association’s chairperson.

"Our challenge is to change the perception of pet crematoriums," explained Andrew. "We are not a waste management company for deceased pets, we are the pet funeral directors.

"Our members offer a personal, sensitive service and adhere to the highest standards to support families at what can be a very emotional time. Members will only be able to join once they have passed a rigorous audit – and will enjoy an enormous raft of benefits once they are accepted.

"We can’t wait to be able to show the rest of the pet industry and pet owners throughout the UK that our members are professional and offer the best in final pet care."

More information will be available soon on the Pet Industry Federation website, www.petfederation.co.uk

The owners of a failed exotic pets centre in North Tyneside abandoned their reptiles for a week after their business floundered, a court heard.

Supposed pet lovers Michael Barker and Ashley Crowther, who set-up and ran Reptiquatics, on Whitley Road, Whitley Bay, left bearded dragons, corn snakes, a carpet python, an iguana and a turtle on their own inside the closed store for up to seven days.

And, when the reptiles were eventually seized by the RSPCA, one of the dragons was so emaciated she died, a court heard.

Now, Barker, 25, of Swaledale, Wallsend, and Crowther, 23, of Glendale Avenue, North Shields, have pleaded guilty to one count each of causing unnecessary suffering to an animal and failing to ensure the needs of the animals at North Tyneside Magistrates’ Court.

Judith Curry, prosecuting, told the court that the pair had set-up Reptiquatics in June 2013 but, for financial reasons, were forced to close it in early 2014.

Magistrates heard that in April, all the animals the pair couldn’t sell were left inside the shop.

Ms Curry said: “Inspector Trevor Walker attended the address. He first went there on April 27.

“He went to the door and there was no reply. He could see round the edges of the blinds and saw a tank with two bearded dragons.

“He placed sellotape over the locks of the door and on the seals to see if anyone was entering the property and he spokes to neighbours.

“On April 29, he returned and the locks and tape were still intact, so nobody had entered the address since he was last there.”

Insp Walker contacted the borough’s animal welfare officer and the shop’s landlord, and was given Barker’s name and phone number. A number of calls were made to Barker and messages left but he failed to respond.

Insp Walker returned to the store the next day, where he found Crowther.

Ms Curry said: “Mr Crowther advised he had been in the shop for about 45 minutes prior to everyone arriving and he had cleaned out all the animals and fed them.

“He said they were in a bit of a state and that they had last attended the premises the previous Thursday.

“Mr Crowther also said he had received three texts off Mr Barker asking him to go to the shop as soon as possible to deal with the reptiles. All the texts were dated the previous day, after Insp Walker had left messages for Mr Barker.

“One said: ‘Try to get down the shop as much as you can while I’m working. We’ve had the RSPCA leaving messages. Get the reptiles out ASAP.’”

A vet examined the animals and found the bearded dragons to be severely emaciated. One weighed just 192g, with the normal optimum weight being between 350g and 600g, and later died. A also corn snake had to be put down because it had contracted a contagious disease.

Stuart Athey, mitigating, said the pair had got into difficulty when their business failed.

He said: “It’s a great shame this whole scenario. First and foremost because of the welfare of the animals but also because two young men, with no previous convictions and who had only an intent only to set-up in business, effectively got out of their depth.”

The pair will be sentenced after the court hears reports on their circumstances.

The Fisherman's Daughter range of dog food and treats is now available exclusively through Hagen UK.

This range is ideal for the growth and development of a dog's hair, skin, teeth, nails, eyes, bones and joints. 

The food and treats are ideal for all dogs but have particular benefits to elderly dogs, puppies, adolescent dogs, nursing bitches or dogs recovering from illness or injury. 

Main benefits: 

• Clean teeth whilst chewing 
• Tasty and crunchy 
• Full of Omega 3 
• Hypo Allergenic 
• Gluten Free 
• Bone Boosting Padina Pavonica 
• All Natural 

The Pet Industry Federation has announced the launch of PIF Telecom – a new service offering preferential telephone and broadband rates exclusively to its members.

PIF Telecom is a cost-effective business communications provider and offers PIF members a dedicated service for all their communication needs. 

The service delivers a range of innovative products, and can be tailored to suit a member’s individual business needs: whether they require a single telephone line or bespoke solution.

Nigel Baker, PIF chief executive said: "Telephone and broadband services are integral to every business, and our savvy members are always looking for ways to get the most cost-effective solution for their company.

"We are delighted to offer this fantastic benefit to our membership and would urge them to contact PIF Telecom to see how their business can access high quality communications and save money."

The arrival of PIF Telecom comes hot on the heels of whole raft of new member benefits launched in 2014 which include: business insurance for groomers, dog walkers and sitters; discounted legal advice for all pet businesses, their families and employees; access to audit, tax and financial advice all year round, a 24/7 regulatory legal helpline, regular legal updates and news, HR advice and discounted HR services.

Details about all the benefits available to members can be found under the membership section of www.petfederation.co.uk

Animal lovers could save 20% on their pet insurance bills by fitting their dog with a GPS collar that tracks its movements.

A microchip will record how much exercise the dog gets, sending the data to the owner’s smartphone – and to their insurance company.

Owners who follow exercise guidelines for their dog’s breed will qualify for lower monthly premiums and perks such as healthy dog biscuits.

Insurer More Than is bringing in the technology to combat rising pet obesity, which means bigger vet’s bills and more expensive insurance. 

One in three insurance claims for pets is related to obesity, the insurer said.

And should man’s best friend get lost, the GPS system will be able to track him down. Matthew Poll, of More Than, said owners could save 10 to 20 per cent – or hundreds of pounds over a pet’s life.

The average annual policy for a German shepherd costs £271, More Than said.

A 20% discount would equate to £50 a year, or £600 over an 11-year lifespan.

The Marina 84L glass aquarium and cabinet with new hinged canopy for easy feeding and aquarium maintenance is perfect for making any house a home.

The aquarium is available to suit any decor in either black or white and includes a Marina i160 filter that effectively filters water through 3 stages of filtration making them a very adaptable and reliable filter and creates a cleaner and healthier aquarium environment.

The filters uniquely designed Power Cartridge enables the water to enter the centre of the cartridge for an effective mechanical, chemical and biological filtration process and exit from the polyester foam layer leaving all trapped debris inside the cartridge, ensuring your aquarium water is crystal clear.

Key Features:

• 84L Glass Aquarium
• Aquarium Dimensions - W80 x H35 x D30cm (including canopy)
• Cabinet Dimensions - W80 x H67 x D30cm
• Marina i160 filter
• Equipped with LED lighting
• GLO fluorescent bulb
• 100w heater
• LCD thermometer
• New hinged canopy for easy feeding and aquarium maintenance
• Available in white or black finish

For more information contact Rolf C. Hagen (UK) Ltd on 01977 556622 or visit uk.hagen.com 

A pet supply market stall has reached a major milestone after 40 years of trading at Peterborough City Market.

From humble beginnings back in October 1974, the Skells’ stall has served countless customers looking to buy those pet shop essentials for their beloved animals.

Stall owner Christine Skells said: “We have a very loyal customer base which has helped us to grow the business to where we are today.

"In some cases we have served three generations of family members which can only mean all their pets must have given us their seal of approval. We know happy pets equal happy owners”.

Trading from 8.30am to 4pm every Tuesday to Saturday, Skell’s Pet Supplies provide a large range of products for all types of pets.

The Exo Terra Terrarium Fixture adds a whole new level to terrarium lighting fixtures.

It directs the light and heat downwards to create the perfect basking spot for reptiles.

The adjustable bracket allows you to swivel the fixture from left to right to direct the heat radiation to the preferred basking area in your terrarium.

The fixture can be moved up or down to adjust the distance between the basking spot bulb and your pet reptile in order to regulate the temperature of the basking area. Stylish design, safety and ease of use were emphasised during the creation of this state-of-the-art fixture. Simply stick the self-adhesive support-bracket to the terrarium glass and the fixture is ready-for-use.

With its modern looks, the Exo Terra Terrarium Fixture integrates easily into any living room.

Key Features:

• Stylish and functional design
• Easy to install and fully adjustable
• Increases safety
• Ceramic socket
• Self-adhesive support bracket
• On/Off switch included

For more information contact Rolf C. Hagen (UK) Ltd on 01977 556622 or visit www.hagen.com

A charity that helps cats is jubilant after receiving a large cheque from Pets at Home.

The Fareham and Waterlooville branch of Cats Protection, a feline welfare charity, was presented with a cheque for £1,422.70 from the Park Gate branch of Pets at Home.

Cats Protection rehomes and rehabilitates cats which may have been abandoned or are unwanted by owners.

Dee Dolby, from the charity, said: ‘It’s great that we can get these donations, as we are totally reliant on money that comes in from generous members of the public and organisations, due to not having access to any government funding.

‘The money we receive is used solely for the benefit of the cats and is vital to ensuring that they are well fed and looked after.’

Pets at Home raised the money through things such as raffles and other fundraisers at the store.

Store manager John Moore said he was proud of his team for raising so much money.

He added: ‘It’s great that we can develop partnerships with charities such as Cats Protection, which does a great job in enabling abandoned cats to be adopted.’

Mr Moore said the store hopes to raise more money for good causes in the future and also added that they organise at least one fundraising event a month.

Puppy farmer John Lowe has been jailed for 25 years for shooting dead mother and daughter Christine and Lucy Lee.

The 82-year-old was convicted of two counts of murder and one of possessing a firearm with intent to endanger life after a three-week trial.

He also shot dead four dogs, three German Shepherds and a Mastiff.

Lowe, of Keepers Cottage Stud, Tilford, Surrey, was sentenced to life in prison, with a minimum term of 25 years, for the murders and ten years for the firearm charge. Judge Mr Justice Singh said 248 days would be deducted from the minimum term to reflect the days he has spent on remand in custody since his arrest on February 23.

Lowe, looking shocked, stood motionless before he was led away by prison officers.

During speeches by prosecutor Mark Dennis QC and Ian Lawrie QC defending Lowe, Mr Justice Singh was told that a reduced sentence would be in conflict with public interest. Mr Dennis said older defendants such as Lowe could not expect "dramatically reduced sentences because of the limited number of years they had left."

Lowe should expect a sentence which resulted in him dying in prison, he said, noting that the defendant had had ‘a persistent failure to show any true remorse at any stage for what happened that day.

Mr Lawrie said small things must have taken place between the victims and Lowe which could have "sparked significant anger" in the defendant. He quoted Lucy’s boyfriend Matthew Richardson who said Lowe saw Mrs Lee and Ms Lee as ‘guardians but also jailers’.

He said that after Lowe’s long-term partner Susan Wilson died he suffered a decline in his business and personal affairs.

After further consideration in chambers, Mr Justice Singh returned to court to sum up his thoughts. He said Lowe had intended to kill Mrs Lee and Ms Lee rather than cause them serious bodily harm.

"You are a man well used to handling and firing shotguns,” he told Lowe. "On the morning of Sunday February 23 you took your shotgun out of your cabinet and used it to kill Christine Lee. She died of a single gunshot wound to the chest fired at close range at an angle from above.

"I’ve formed the view that after shooting Christine you shot Lucy in the head then pursued her outside to make sure she was dead,” he said, adding that Lowe must have reloaded his gun between shooting Lucy in the head and chest.

He said called Ms Lee’s decision to go back into the house after making the 999 call a ‘remarkable act of courage’.

Outside the court after the sentencing Mrs Lee’s other daughter, Stacey Banner, said: "He’s never getting out. He can never hurt anybody again.”

Dog food manufacturer Butcher's Pet Care has grown its sales for a ninth successive year as it benefited from increased production at its new £40m headquarters and factory.

The company, which returned to the black last year following heavy levels of investment, also boosted profits further thanks to the rise in revenue.

Turnover at the Northamptonshire business jumped to £87.1m in the year to 31 July 2014, compared with £83.1m in the previous 12 months.

Butcher's, set up in 1982 by Graham Baker as Midland Pet Food Canners to use by-products from the family's butchery business, opened the new head office and manufacturing facility in Crick in 2012

It provides the manufacturer with up to 50 per cent extra capacity meaning up to five-million cans of dog food can roll off the production lines each week. Sales are expected to hit £100m in the next couple of years once the facility hits full speed.

Butcher's also exports dog food to Italy, the Benelux countries and Poland, with £4.5m of total sales coming from overseas this year.

The additional overall revenue in 2013/14, as well as continuous improvements in production processes, helped to push up operating profit from £2.9m to £3.9m, with similar figures at a pre-tax level. A period of investment, including £38m pumped into the headquarters, had dented the bottom line in 2011/12 contributing to a small loss.

"The group has made an encouraging start to the new financial year with market conditions remaining competitive," chairman Graham Baker said in his statement in the accounts.

He told Insider: "We are very pleased that our continuing growth in sales has led to an improved profit following our factory move of three years ago. With new UK customers and a growing export market, we are very hopeful for further improvements this year."

Butcher's sold a parcel of land for housing development in November 2013 for a net price of £5.2m, releasing £5.1m of the revaluation reserve in the balance sheet. The cash generated from the sale helped reduce net bank borrowings from £11.6m to £4.1m.

Wildlife World’s hedgehog igloo has been boosted by being recognised as an evironmentally-friendly product in the 2014 GIMA awards in the Pet Care, Aquatics and Wild Bird Care category earlier this year.

Wildlife World is based in Gloucestershire and provides nature expertise to the garden retail sector with carefully designed and ethically manufactured wildlife items. The range includes many award winning products for a variety of birds, mammals, insects and bees that are used to supply the consumer, educational and conservation markets across the world.

As an addition to the Wildlife World hedgehog range, the igloo is larger than the already established Hogitat so that it can accommodate family groups such as mother and hoglets. The wicker igloo provides a much needed safe haven for hedgehogs to shelter in with its small entrance ensuring the small mammals are protected from predators such as foxes, badgers and domestic dogs. Modern day hazards such as garden strimmers, forks and tools can be avoided and it offers a suitable habitat alternative to compost heaps and bonfires that pose their own risks.

The igloo has a steel frame structure on which is a waterproof layer that is covered with brush wood to form the roof. This is decorated with withy bands and moss trim to form a camouflage that adds to the safety of the inhabitants. Not only confined for use in the summer months, the igloo can be used for hibernating with the simple addition of extra brush wood to increase insulation.

Easy to set up, the igloo needs only to be placed on the ground, undercover and out of the prevailing wind, while short lengths of dry grass or leaves can be placed inside for nesting material. There is also the option to anchor the shelter to the ground for extra security if boisterous dogs are in the area.

Wildlife World was founded in 2004 and since then has been producing innovative and valuable nesting habitats and feeders for birds, mammals, amphibians and insects, receiving numerous accolades for its environmental work, product development and design. Wildlife World collaborates with an extensive network of wildlife experts to develop products that encourage habitation to contribute to boosting the populations of much needed wildlife.

In a strong commitment to ensure the highest environmental standards are achieved, all wood used in manufacturing is FSC approved and all paints, stains and sealants are water based to eliminate chemical exposure to the wildlife. Recycled materials replace plastics and metals while the timber is submitted to a complex drying process to reinforce its durability without needing chemical preservation.

Wildlife World’s environmental ethos extends further than its products as it works alongside wildlife charities to educate people on the importance of conservation and encourage them to get involved with their gardens. The 35-acre farm in Devon not only measures the performance of prototypes but also plays host to multiple environmental groups and student visits that see botanical, entomological and bio-diversity studies carried out. Having been converted to organic status with the Soil Association, Wildlife World has worked alongside the charity, Moor Trees, to plant over 4,000 native trees over 11acres as part of the Dartmoor Native Broadleaved Woodland Regeneration. In doing so they have created a diverse eco-system that fully tests all aspects of the products.

Further information is available from Wildlife World on 01666 505333, by emailing james@wildlifeworld.co.uk or by visiting the company’s website at www.wildlifeworld.co.uk