Despite being faced with massive rent rises and competition from a Pets at Home store two miles away, independent Primrose Hill Pets in central London has continued to thrive.

Owner Gail Levy reveals how her pet store remains a success even in the toughest of economic times.

"I opened this shop 21 years ago and despite massive rent increases from the original £8,500 a year to £40,000 we are still thriving," Gail told Pet Trade Xtra.

So how did it all start?
I owned and showed Dalmatians and knew what products were available from dogs shows. I saw a gap in the market for a quality pet accessory shop and grooming salon in central London where customers could obtain helpful advice and well sourced products from Europe and the USA. I think we set a trend as many other similar pet accessory shops copied and opened in London – some of which have since closed. I was experienced in retail and wholesale and I located premises near a park with a busy passing trade. I made some minor errors in the early years in regard to stock selection but learned quickly. We  listened to our customers as to their needs and we were able to offer better quality products. 

Who works in the shop?
We are open seven days per week 362 days per year and have two full time staff, two part time and myself in the shop and a groomer who has worked for us for 15 years with his assistant. Our groomer is the 'Dr DoLittle of the Grooming World', as not only does he groom to a high standard, the dogs and cats completely relax with him. We have clients travelling from long distances to have their pets groomed.

Have you got regular customers who have been coming to your shop for years?
About 50% of our customers are regular customers and being in business for 21 years some of them are on their second or third pets from when we opened. We have customers who come back to us from all over the UK because of the products we offer and also overseas customers who always visit on their trips to London. 

We keep our regulars happy by listening to them and understanding their needs. We keep the products they want, we offer advice when they want it, and every dog that comes into our shop – and many come in daily – get a free treat. Our staff are friendly and talk to the customers and we make their visit to our shop a pleasurable experience. We are happy to give advice on how to obtain a pet and will advise against a sale if we think it is not suitable.

In regard to attracting new customers I may not be that pro-active. Our new customers come from personal recommendations. I realise there is a world of twitter, facebook etc. and we do participate in that in a small way but that's not our main customer base.

Are there any pet superstores nearby, and if so, how do you keep your regulars?
A Pets At Home store opened about two miles away and it has not made any difference to our trade. Our customers want a personal service and the type of merchandise that we sell. We can stock just one or two of an item that a customer might require but it will never be volume sales, but that customer will remember and come back. We can also order through our wholesaler single items for a customer. New customers often come in and comment on how nice it is to shop in our premises, with different but useful merchandise, well displayed.

What makes a successful independent pet store?
A successful independent pet store is dependent on mainly two things – suppliers and customers. My suppliers are very valued and I have traded with them for many years. They offer me decent discounts on goods and I pay them on time and if settlement terms are available then I will pay in seven to 10 days. Vital are my wholesaler and they offer an excellent service – we have two deliveries per week. We have some direct accounts with suppliers who are loyal to us and offer us any additional discounts which are available.  As I used to own an import business supplying Harrods and other major retailers, I have accounts with overseas companies which offer quality products with good margins. Overseas companies are much more realistic about the margins which are needed for a retailer. There are many good products produced in the UK but when you enquire about trade terms they are completely unrealistic about margins. It is the retailer which sells products – internet companies pick up after the retailer has imparted knowledge to the customer and for the retailer to compete then they have to be offered realistic trade terms. There is no point in buying a product which does not make money. Retailers have very high overheads and to purchase product which does not give a realistic return makes no sense at all.   

What are your strengths?
Our strength is our stock selection. I am the buyer and spend a good deal of time looking at merchandise from the UK and abroad and this appreciated by the customer who has confidence in what we sell. Our helpful staff are another strength because they create a good atmosphere as most people wish to talk about their pet. We will never compete on price with internet companies so we have to look for products which are not readily available on line – this is not usually a problem as our merchandise is of high quality. We can also offer to special order a single item for a customer in most cases.

How have you managed to absorb the rent rises?
We have absorbed our very high rent increases by looking at our stocks. If one of our suppliers is offering a  discount then I purchase in depth. We do not offer discounted prices to the customer, they do not expect it. The customer who wants a bargain does not go into a retail shop.

What are the secrets of your success?
I believe the secret of our success is selling what we believe in and what the customer needs. Also very important is having a very good working relationship with our suppliers and being confident in the product that we sell. We would never sell a product or a food which we would not use ourselves on our own animals.

The positive side of the pet trade is that it is not a fashion trade – bestselling items are the same year in and out. Pet food has improved over the years, as have pet treats, and people are much more aware of what they are feeding their pets. We mainly sell dog and cat accessories, but offer basic essentials for wild birds, cage birds, and small animals. We recommend a local shop for the purchase of small animals and also make recommendations as to how to purchase a dog or cat and give helpful advice on breeds which are suitable for the person’s lifestyle.

Do you own pets yourself?
I have Dalmatian dogs and my staff have both dogs and cats. We also support local charities and I am a trustee of British Dalmatian Welfare.

Visit the Primrose Hill Pets website primrosehillpets.co.uk



Pictured: Simona Allen, Gemma Capper and Gail Levy.

Mars, Incorporated has announced it has successfully completed the acquisition of the Iams, Eukanuba and Natura brands in North America, Latin America and other select countries from the Procter & Gamble Company.

This follows an agreement announced by the companies in April 2014 and receipt of all necessary regulatory approvals.

Mars also announced that it will exercise the option to purchase P&G’s pet food business in some parts of Asia Pacific, Middle East and Africa, including Australia, Japan and Singapore.

This move reinforces the company’s strategic intent to build its presence in emerging markets and will enable Mars Petcare to meet the needs of more customers and pets around the world. Mars expects that the close for these additional businesses may take up to around a year, subject to regulatory approvals.

The Iams, Eukanuba and Natura brands will be part of Mars Petcare and are strategic additions that complement the company’s robust pet care portfolio. They join stable mates Pedigree, Whiskas, Royal Canin, Banfield and Nutro.

“We are proud to welcome the Iams, Eukanuba and Natura brands and the new associates who are joining us today,” said Todd Lachman, President of Mars Petcare.

“These brands are high quality and well respected by customers, vets and pet owners, and we believe they will thrive under our leadership.

"Together, we will be well positioned to take advantage of the fast growing pet care market, and satisfy the needs of more customers and pets around the world.”

Mars Petcare, the largest business for Mars, Incorporated, is one of the world’s leading pet food and veterinary care providers and employs more than 35,000 Associates across 50 countries.

After launching last summer, luxury pet treat business The Innocent Pet Care Company has recently moved to a new factory in North Yorkshire. 

Nestled in the heart of a business park specialising in food production, the new unit provides The Innocent Hound with the extra capacity that was required to keep up with the growing demand for their products.  

The design of the factory, which specialises in manufacturing air-dried meat treats, has been led by Robert Smith, managing director of Yorkshire’s most renowned catering butcher, Sykes House Farm. 

The investment in the new facilities has given The Innocent Pet Care Company an environment in which it can produce premium treats more efficiently and in a factory suitable for the preparation of human food.

Chloë Heaton (left), managing director of The Innocent Pet Care Company, said: “Since we launched last year we could not have imagined our products to have taken off quite as quickly as they did. 

"It was extremely exciting but also frustrating when we had to limit the number of stockists to make sure we could supply them with enough product.

“Now we have these fantastic facilities and an incredible team to deliver the products we are in a position to really push the brand and make it widely available to consumers looking for good quality, healthy treats for their pets. We are now encouraging retailers to contact us to find out more about stocking our products.”

The Innocent Hound’s range of dog treats includes venison sausages, chipolatas and slices all made with 80% British venison. New products will be unveiled soon.

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

Pet recruitment specialist Lynda Ward is urging companies to “think long and hard before engaging a new sales manager" as the wrong decision can cause loss of good sales people, upset customers and badly affect sales.

Is it better to promote from within or source sales management from outside the company? Lynda, of Pet Trade Solutions, says there are benefits and drawbacks to both methods of filling these rolls.

“It can be a huge motivator and morale booster for sales teams to see a peer rising to the next level," comments Lynda. "However, extreme care must be taken as, unless that person has both management skills and the well-deserved respect of their colleagues, jealousy and chagrin can play havoc within the team dynamics.

"There is also a risk with bringing in a manager as sales people expect demonstrable proof their new leader has been successful in field sales at their own level and consequently understand their needs and the true nature of their jobs.  Pure ‘managers’ are likely to take too long to establish their credibility and may even resort to unsuitable controlling tactics to assert their leadership. 

"In either case - promoting from within or bringing in an excellent sales person to be newly promoted to management - a further, but basic, consideration is the true level of the person’s skills.  There have been high profile cases in all industries where people have been promoted because they were good at their last job, but then been promoted to, in effect, the level of their incompetence!”

Lynda warns: “Think long and hard before engaging a new sales manager – the wrong one can disrupt, cause loss of good sales people, upset customers and badly affect sales whilst the right one can be a breath of fresh air, rejuvenate flagging sales and be a cohesive influence on a brand."

Lynda is always happy to personally advise on any aspects of recruitment and marketing strategy and can be contacted on 07946 743784 or at lyndaward@pettradesolutions.com

Rosewood Pet Products has announced a new range of cat toys, which utilise a new and innovative natural stimulant – Silverine. This range is now available for retailers to purchase.

Silvervine is a non-toxic plant, which is grown in mountainous areas of Japan; a long-time favourite for cats in Asia. It has only begun to find its way to the paws of the West in the past few years.

The plant essence gives off a scent that attracts cats and gives it a euphoric response similar to catnip, honeysuckle and valerian, only more intense and lasts longer. It can last approximately five to twenty minutes, after which the cat may return for more.

Consumer interest is driving the popularity of Silvervine, so Rosewood has recently introduced a collection of five Silvervine cat toys giving pet retailers the chance to offer a range of toys with a major point of difference to those already available in the market. 

Included in the range are two teasers, ‘Twitchy Teaser’ and ‘Teasing Tail’, which are great for encouraging interactive play and building the bond between pet and owner. 

Alternatively the ‘Seagrass Scratch Roller’ is a really unique toy made from plush fur with a natural seagrass scratch roller to please paws too.

The ‘Silvervine Stuffed Animal’ and ‘Head and Tail two piece’ are also made from the same plush fur as the other toys which appeals to the feline hunting instincts. 

Retailers can contact Rosewood Pet Products on 01952 883408 for more details or go online at www.rosewoodpet.com

Early-Bird tickets are now available to purchase for the forthcoming Pet Industry Federation’s Forum & Awards event, making the current full Forum ticket price cheaper than prices in 2013. These prices will hold until Monday 18 August.

Taking place this year at Whittlebury Hall Hotel, nr Towcester, Northamptonshire, near Silverstone, from Thursday 23-Friday 24 October 2014, the inspirational line-up of speakers, includes:

Bob Phibbs (left) – The US retail expert will deliver an exciting and interactive merchandising workshop offering easy-to-implement hints and tips for retailers to help them move product. Bob will also run two smaller seminar sessions on how to compete successfully. Bob is an outstanding speaker, who has given presentations on retailing all over the world – it is not a talk to be missed!

Steve Charman – Commercial Director of Pets Corner, Steve Charman, has agreed to speak at the Forum giving an insight into retailing from his perspective

Ralph Chiti – Google’s Media Strategy Consultant will talk about how businesses of all sizes can take advantage of Google

Mark Berisford-Smith – HSBC’s Chief Economist will give an overview of the latest economic situation

William Higham – The founder of consumer trends consultancy ‘Next Big Thing’ will talk about forthcoming trends which are set to impact the pet industry

There will also be a talk on the latest stats on global market data, and a speed-networking session, as well as a selection of breakout sessions – smaller, more interactive workshops - on a range of topics – all of which which are included in the price of the Forum ticket.

The Pet Industry Awards dinner will then take place during the evening of Thursday 23 October, where Award winners will receive their trophies from boxing legend Frank Bruno MBE. This will be against the background of a spectacular and memorable Monte Carlo themed evening.

The ice-breaker afternoon just ahead of the Forum will provide opportunities for rally driving, a fundraising golf tournament and discounted spa treatments at Whittlebury Hall’s renowned spa facilities, to be followed by an evening supper and pub quiz back at the hotel in the evening.

Further details, including details of discounted accommodation available at the venue hotel, and online registration are available from the Forum’s website at www.piffa.co.uk

Sponsors for this year’s event are Crown Petfoods, Hill’s Pet Nutrition, Mars Petcare, Nestle Purina, Burgess Pet Care, Pedigree Wholesale, PATS, Jelf, Harrison Clark Rickerbys, Compton Hall, and PIF Telecom.

Lily’s Kitchen, the makers of natural and organic food for pets, has taken an innovative and unique approach to expanding the availability of its proper food for pets to a wider audience by creating a brand new diffusion range: Lily’s by Lily’s Kitchen.

Designed to complement its parent brand, Lily’s Kitchen, which has a loyal following in vets and in independent pet shops and organic shops, the diffusion range will be sold exclusively in Tesco stores from 30th July.

A diffusion range such as this is more likely to be found in the fashion industry (think Donna Karan with DKNY, Mulberry with Tessie and Armani with Emporio Armani) than FMCG. However bucking trends and thinking outside the box is what Lily’s Kitchen is respected for, having launched in the midst of a recession six years ago and being the first pet food company to produce grain-free and meal-free proper foods for pets.

Lily’s Kitchen’s philosophy of creating ‘the highest quality, healthy food for happy dogs and cats using only real, wholesome and nourishing natural ingredients’ has led to increased demand from savvy, concerned pet owners, with the company experiencing triple digit growth year on year.

In recent months the brand was positively featured in an exposé on the pet food industry. The Channel 5 documentary The Truth About Your Dog’s Food brought new customers to Lily’s Kitchen as they sought a high quality natural alternative to their current overly processed pet food.

Henrietta Morrison, Founder and MD of Lily’s Kitchen, says: “Our company vision is to provide good quality food to as many pets as possible and with the recent media interest surrounding what actually goes into pet food, as a minimum, consumers are increasingly seeking trustworthy brands, ethical supply chains and traceable, natural ingredients.”

The company is keen to point out that independents and specialist retailers are at the heart of its business. This is why it is retaining its parent brand Lily’s Kitchen just for them and will continue to innovate this category as much as ever, with early access to exciting NPD, seasonal exclusives and a unique marketing support programme.

“Independent stockists are hugely important to us," adds Henrietta. "The creation of the Lily’s range shows just how deeply we care about our existing relationships. 

"Creating this separate range was not the easy option, however we wanted to approach this opportunity in the right way, being respectful of our independent stockists, some of whom have been with us for many years. 

"We very much believe that it is possible to have our independent stockists and multiples working with us side by side all aligned to the same mission of providing the best possible food for pets.”

The new Lily’s range is endorsed ‘by Lily’s Kitchen’ and will share the same values and high standards as the parent range. Only freshly prepared meat and fish, fresh fruits and vibrant vegetables will be used in the diffusion range of natural wet and dry cat foods and dog foods.  Each recipe will be completely natural and the packaging will be recyclable or compostable. 

“We understand there are differences between the shopping environment and shopper expectations in multiples and independents. For this reason, and after much careful consideration, we decided to invest additional resources to create a separate range for Tesco and reserve our highly popular, original Signature range for independents and other existing stockists. This ensures our two ranges are each tailored to the individual needs of the channel they are sold in.”

Lily’s by Lily’s Kitchen will consist of 19 SKUs across dogs and cats, available in both dry and wet food. The dog range will be sub-branded ‘Delightful Doggy Dinners’ and the cat range ‘Fussy Feline Feasts’. Each new product has been designed using Lily’s Kitchen iconic hand cut illustration style. The messaging on pack is clear and simple, the colours bold but natural, all purposefully crafted to help the multiples shopper make an informed decision at the fixture.

Current Lily’s Kitchen products will continue to be stocked in independent stockists including pet shops, vets and heath food shops, who have built up loyal Lily’s Kitchen customers over the years and, as such, have something special to entice local customers through their doors. In addition, the brand will continue to be available in Waitrose, Ocado and online at lilyskitchen.co.uk.

As the increasing demand for premium products continues to have an impact in the small pet sector, Supreme Petfoods is delivering innovation that ensures retailers benefit from top grade food and bedding that matches consumer expectation. The family owned company has also driven down costs throughout the supply chain and come up with a new pricing structure that delivers improved retailer margins.

Tumblefresh – the highly absorbent premium quality bedding – will now be available in a super-compressed 17 L pack which will replace the 23.5 L pack. As one of the products with improved margins, the compressed pack of Tumblefresh will deliver a double whammy for retailers by delivering substantially more profit per metre of shelf space.

Also benefiting from new transparent packaging that showcases product quality, Tumblefresh 17 L is set to be a clear winner. The innovation is shared by Russel & Gerty’s Supasoft Bedding.

Hay and straw are being evaluated by increasingly discerning customers these days who are seeking specific qualities such as freshness, softness or leafiness. A new, compressed 17 L pack of Meadow Hay and Barley Straw with clear packaging and a convenient carry handle is coming soon from Supreme and is sure to attract pet owners with a beady eye on quality.

The focus is very much on what retailers want and need when it comes to Twistynest, the colourful paper bedding that allows pets to play where they stay, with a new store pack which includes four standard 500 g retail packs, plus one FREE 1 kg pack to use with livestock in store.

It pays to display and customers are sure to want to adopt the ‘best practice’ they see in store. With ‘environmental enrichment’ proving to be a buzzword, Twistynest ticks all the boxes. And such a corking offer – and improved margins – is sure to set small furry paws rustling up a storm in cages across the country.

For those aiming for super-soft comfort, posh paws can look to hide any nasty niffs with Supreme’s CosiNdri which also delivers extra cushioning in the profit department, thanks to Supreme efforts.

When it comes to small pet bedding this is no time to roll over and hide in the corner. There’s never been a better opportunity to highlight this everyday staple and provide an expert, tailored recommendation. And with plumper profits and a great choice, there’s plenty of reason to make a shining example of the bedding category within your store.

For further information about the Supreme range of bedding or pet food, or to request a free bedding sample pack call Debbie or Penny on (01473) 823296.

Animology is celebrating another major landmark, having now contributed over £10,000 to animal charities worldwide, through the brand’s hugely successful monthly online competition for groomers.

Through their Animology International Groomer of the Month competition (AIGOTM), Group55, the company behind Animology, have made donations to over 70 animal charities from around the world.

Launched in 2011, the AIGOTM competition is the world’s largest competition of its kind and forms the most comprehensive reference library of grooms anywhere online. Hosted on the Animology Facebook page, groomers enter AIGOTM to showcase their talents to the 10,000 followers on the page and also because their customers love to see their four legged friends feature in an international competition.

In addition to providing groomers from around the world with a chance to compete on an international scale from the comfort of their own salon, the competition also raises a considerable amount of money for animal related charities globally. Each month, the competition has two winners; International Groomer of the Month & People’s Choice Groomer of the Month. The winners are presented with a framed certificate and rosette along with £150 to donate to an animal charity of their choice.

Caroline Clear of Lovemud Mobile Dog Grooming in East Sussex was thrilled to have won both the Judges and People’s Choice awards.

“It's great for my work to be recognised, but more importantly I cherished the opportunity to donate to my chosen charities," explained Caroline.

"I like to do all I can to help my local dog charities, and was so pleased to win £150 for Raystede Animal Welfare Centre and £150 for RSPCA Brighton. It's brilliant that a modern grooming brand such as Animology is recognising the need and driving support of local charities, and are providing groomers with a chance to be a part of that."

The competition is hosted on the Animology Facebook site - www.facebook.com/animology - and to enter, groomers can simply send their “before” and “after” pictures either to the Facebook site or to enquiries@group55.co.uk. The competition is judged by some of the world’s finest groomers, including Colin Taylor, Jitka Krizova and the USA’s Lisa Leady.

The firework season can be an anxious time for the nation’s pets with recent research by Ceva Animal Health revealing that 57% of dog and cat owners believe that the festivities are stressful for their animals.

Indeed, owners are so concerned about their pet’s firework fears that over 75% of those questioned would avoid going out while fireworks are going off and over 80% do not let their pet outside if fireworks are nearby. 

However, while worried about the anxiety caused by the loud noises and flashes of fireworks, pet owners could do more to prepare their pet for the festivities with over 40% of owners saying they did nothing.

This is a scary statistic. It is essential to help support pets during the firework period. That is why, Ceva Animal Health, manufacturer of the leading veterinary behaviour products Adaptil and Feliway, has produced an informative customer leaflet on how to care for your pet during the firework season, together with posters and wobblers. 

A useful video will be available on the Adaptil website – www.adaptil.co.uk - to demonstrate how to build a den for dogs to retreat to while the fireworks are going off and the company also offers training for retailers who require a refresher on pheromones.

Ceva will be asking dog owners to post pictures of their dog’s den on the Adaptil Facebook page https://www.facebook.com/pages/Adaptil/109397602429388?fref=ts - with the top five dens posted winning an ‘Adaptil goodie bag’. This will be backed by a digital media campaign consisting of YouTube, banner advertising, enhanced Adaptil and Feliway websites – www.adaptil.co.uk and www.feliway.co.uk - and social media activity.

“The firework season can be an upsetting time for the nation’s pets. However, there is plenty that can be done to help prepare cats and dogs for the noises and flashes from fireworks,” comments Adaptil and Feliway product manager, Emma Jackson. 

“It is therefore advisable to plan well in advance and encourage customers to ensure appropriate preparations are in place to make the festivities as stress-free as possible.”

Adaptil for dogs and Feliway for cats are scientifically proven to help comfort and reassure pets at times of stress.

An Adaptil Diffuser should be plugged in the room where a dog spends the majority of its time, or where it sleeps, ideally a couple of weeks before Bonfire Night.  This will allow the comforting pheromone to build up to significant levels and ensures the pet is as relaxed as possible before, during and after the firework period.  Adaptil Spray can be applied to a dog’s bedding on the night of the event to give additional support. 

Adaptil Stress Relief Now tablets can also be used to support dogs during stressful events; the tablets provide fast and temporary relief by being administered as little as two hours before the event.

Plugging a Feliway Diffuser in the room where a cat spends most of its time 48 hours before firework festivities will help ensure it is as relaxed as possible. FeliwaySpray can also be used on the cat’s bedding for extra security.  In multi-cat households, shutting cats in overnight may cause disharmony.  A Feliway Diffuser should help to prevent inter-cat tension.

For further information, including requests for marketing material and training on pheromones, contact Ceva Animal Health on 01494 781510.

Mr Johnson’s will be launching an exciting new rabbit food called Natural Forage Food for Rabbits at PATS Harrogate in September.

Natural forage is a complimentary food for rabbits packed full of essential fibre. This succulent high fibre forage should make up 80-90% of a rabbit’s daily diet and is one of the most important dietary requirements for health and well-being.

Natural forage is clean dust free, quality timothy hay with the added benefits of containing Verm X – helping to take care of a rabbit’s intestinal hygiene – a carefully chosen blend of 11 natural herbs, gentle on the gut, aiding digestion and helping with the intestinal challenges of a rabbit. Verm X is a natural blend of herbs recommended by vets.

Rabbits require high levels of fibre in their diet. There are two kinds of fibre – digestible and indigestible. The digestible fibre supplies them with essential nutrients and the indigestible fibre keeps their digestive system moving effectively and is essential for good gut mobility. Mr Johnson’s Natural forage food is a feed that contains both types of essential fibre.

Rabbits are natural grazing animals and their unique digestive system is highly specialised and functions well on a diet that is high in fibre. Rabbits in the wild would graze all day and night on grasses and vegetation so their gut is perfectly adapted to this type of feed keeping their digestive system working correctly. If rabbits don’t eat enough forage on a daily basis it can result in digestive blockage, loose stools or other digestive problems.  

The teeth of rabbits continuously grow, therefore it is essential that rabbits are fed the correct diet in order to help kept their teeth ground down and avoid any health issues associated with overgrown teeth. The side to side chewing action required by rabbits to eat Natural forage is perfect for helping keep their teeth worn down and essential for dental health. Other foods (even the hardest of pellets) do not wear the teeth down like the side-to-side jaw action required and used when eating Natural forage.

Rabbit owners that feed Mr Johnson’s Natural forage food along with a portion of one of Mr Johnson’s other delicious rabbit foods, can be confident their rabbit is eating a balanced diet required for good health and well-being. 

Visit www.mrjohnsons.co.uk

Battersea Dogs & Cats Home is backing a campaign to ban the sale for profit of puppies and kittens in pet shops.

The charity, which takes in around 9,000 unwanted and abandoned animals every year, has joined forces with vet and animal welfare campaigner Marc Abraham to ask the Government to change its current legislation and prevent puppies and kittens being sold without their mother being present.

Mr Abraham is the founder of Pup Aid, a charity which campaigns against the puppy farming industry.

Claire Horton, chief executive at Battersea Dogs and Cats Home, said: "Battersea wholeheartedly supports Marc Abraham's campaign for a better future for Britain's dogs and cats. Over half of the dogs taken in by our three rescue centres are under three years of age and we are always concerned about how people are being sold these dogs in the first place.

"Sadly many pet shops will put profit before animal welfare so we're joining the call for a ban on the sale of puppies and kittens in pet shops. Such a move will also safeguard new owners, giving them greater confidence that their new pet is healthy and properly socialised."

Mr Abraham said: "On behalf of my Pup Aid team we're absolutely thrilled that Battersea have joined the fight against the UK's cruel puppy farming industry and support a ban on the sale for profit of puppies in pet shops.

"When choosing a dog you should always consider adopting from rescue, or if buying a pup, always ask to see it interacting with its mother.

"With only these two options available to prospective dog owners it would be extremely difficult to end up with a puppy farmed pup, this cruel trade would be starved of business, and better still, more rescue pets would find their loving forever homes."

As well as improving the welfare and future prospects of puppies and kittens, the Pup Aid campaign aims to bring an end to mass breeding of dogs, prioritising profit over welfare of puppies and their parents.

Battersea encourages MPs to join in a Parliamentary debate on September 4 which will highlight the plight of these animals and move towards a greater crackdown on unethical sellers and irresponsible breeders.

Spotless Punch Limited has been working with the EU for years to ensure compatibility of their Get Off Range which has been tried and tested since 1987.

"We recently submitted our Dossier, supporting the active ingredient MNK as registration holder, to continue to manufacture and distribute our range of repellent products within the EU," said Tracy Clements, Product & Procurement Manager for Spotless Punch.

"We are recognised as the sole supplier of MNK within the UK and continue to support the trade both locally and internationally in the supply of effective cat and dog repellents.

"We are also supporting and have partnered with high profile own label customers, providing finished goods and/or active ingredient to continue to supply the International market.

"We had an exceptional Interzoo 2014 enquiry database with orders placed inside and outside the EU strengthening our distribution portfolio and we confidently expect volume/sales to increase once the expiration of 1st November 2014 of supply of MNK to the trade has passed."

For dog owners with a ‘little monster’, a dog that’s nervous, can’t concentrate or is just ‘difficult’? The answer is Focus! from CSJ...

CSJ, long time breeders of Border Collies, know how important it is for dogs to feel fit and calm in order to be fully focussed on their owners and with this in mind they have developed a new herbal supplement, ‘Focus!’, which is simply sprinkled on food.

Completely natural, ‘Focus!’ is a gentle blend of Sculcap, Camomile, Passion Flower, Lemon Balm and Vervain expertly formulated by a leading UK leading herbalist specifically for dogs needing better concentration and general well-being.

Here’s what top Flyball competitor Martin Eubank has to say: “Focus! has made a real difference to my youngest excitable high performance Flyball dog.  After a short time on Focus! she was noticeably more controlled in the ring and concentrating significantly better on her racing.  Focus! has significantly improved the consistency of my dog’s performance and I strongly recommend it.”

Martin is a member of the Live Wires Flyball Team who were European Champions 2012 and British Champions 2007, 2011, 2012 and 2013 and with parts of a second in speed making the difference at this level of competition is always looking to help and improve his dog’s capabilities.

CSJ has a range of 20 herbal supplements used by top competitors in all dog sports as well as breeders and pet dog owners for the health and enhanced welfare of their dogs.

CSJ will be showcasing their herbs, food and treats at the International Agility Festival 7^th to 10^th August and the Flyball Championships 15^th to 17^th August.

For more about CSJ products visit www.csjk9.com or by call 01745 710470.

Mariah Carey's four-legged friends are gearing up to take the trip of a lifetime.

The singer, 44, is splashing out a massive £15,000 on sending her elaborately named pets: Jill E Beans, The Good Reverend Pow Jackson, Pipitty Jackson, Cha Cha, Jackie Lambchops, JJ, Squeak E Beans and Mutley P Gore Jackson The Third to Paw Seasons, a luxury dog hotel in Bristol.

The pooches will be sleeping in their own beds and be groomed and washed and taken on day trips to the surrounding areas, such as the Victorian seaside town of Clevedon, following the coastal route around the bay, or to see the bluebell woods at Belmont Hill.

The cute canines will be waited on hand-and paw during their stay, with every meal tailor-made by a personal chef, according to a menu plan which Mariah is sending over. 

Lucky pets are also offered surfing, board games and swimming, along with dog-orientated movies such as 101 Dalmatians and Lassie.

Last year, the hotel was the first of its kind in the world to offer a truly luxury dog package: which featured designer Louis Vuitton collars, Bottega Veneta leads, a Mulberry mackintosh and animal behavioural specialist Stan Rawlinson to  help the pet open up about its life during one-on-one psychiatry sessions.

A man who neglected his dog so badly she had to be put down has been banned from keeping animals for three years.

An RSPCA inspector described Alex McWilliams' pet Cleo "one of the thinnest" she has ever seen as she gave evidence against the 38-year-old owner at Highbury Magistrates' Court yesterday.

McWilliams, of Lissenden Gardens in Kentish Town, north London, was given a prison sentence of 18 weeks, suspended for 12 months.

He was also given a curfew with electronic tag from 8pm to 7am daily for four months, and made to pay costs of £250.

He was previously found guilty in his absence of offences under the Animal Welfare Act, in connection with causing unnecessary suffering to his registered female tan pitbull Cleo by failing to provide adequate veterinary care.

The RSPCA was called to his address in March after concerns were raised about a "very thin dog".

Inspectors from the charity described themselves as "incredibly shocked" when they arrived and saw Cleo, thought to be around 10 years old, because she was skinnier than they said they could have imagined.

RSPCA inspector Nicole Broster said: "She was one of the thinnest living dogs I have ever seen.

"I was horrified to see how thin and weak she was - I did not think it was possible that any living animal could be so underweight - she was merely skin and bone.

"We took her straight to the vets who tried everything they could to save her but after a few days said there was nothing they could do to ease her suffering and the kindest thing to do was put her to sleep to prevent further suffering.

"They confirmed she had been suffering from emaciation and chronic heart failure, with associated pulmonary disease. She also had painful overgrown nails and a chronic skin disease.

"It was so desperately sad to see how much pain she was in."

Investigations found that McWilliams had previously taken Cleo to a vet and was told to ensure treatment for her heart condition and fluid filled abdomen was continued. He did not return to the vet and Cleo went for two months without treatment, the spokeswoman said.

The UK’s Number 1* normal nutrition specialist brand is proud to announce the launch of the new BETA Breed Specific Range.  As dog breed groups have similar characteristics and needs, BETA Breed Specific products offer high quality and Complete Dry Dog nutrition tailored for the 4 most popular breed families – Spaniels, Shepherds and Setters, Terriers and Retrievers.

The Advanced Nutrition category is currently the only segment of the market offering tailored nutrition for a variety of different breed types.  Pet owners believe their dogs are special and those shopping for Normal Nutrition brands in the Specialist channel are likely to be looking for tailored, quality nutrition too.  PURINA, with its 85 years of expertise in dog nutrition and behaviour has carefully developed the Breed Group Specific range offering tailored nutrition for specific breed groups.

It is important for consumers to understand how each recipe is tailored to the individual needs of the different breed types and the new pack format allows simple communication of the benefits for each breed.  There is also a strong visual link on front of pack to the breeds they are developed for and the imagery used.

Here is a summary of how each recipe has been specifically formulated for each breed type:

• Spaniels are lively by nature which means they need a food that will sustain their energy needs throughout the day.  BETA Spaniels is specially formulated with high levels of protein and fat to help them maintain their extremely active nature and vitality for life.  Also suitable for hunting dogs.
• Shepherds and Setters are natural born explorers but they can be more prone to sensitive digestion.  BETA Shepherds and Setters is specially formulated with ingredients that are easy on dog’s intestines and contains all the right nutrients to help keep muscle mass in peak condition.
• Terriers are always on the lookout for adventure and love a good run around in the hope of finding it.  BETA Terriers formula is a balanced mix of nutrients designed to replenish energy, help maintain muscle mass and help keep bones strong and healthy.
• Retrievers love playtime – and they also love mealtimes.  BETA Retrievers is a specially balanced formula with all the nutrients needed for a healthy, active life but with reduced fat levels compared with BETA Adult to help keep optimal body condition.

For more information please contact your PURINA Business Development Manager or visit www.purina-beta.co.uk

*Reg. Trademark of Société des Produits Nestlé S.A.

*IRI value share – Total pet specialist w/e 9^th Nov 2013 (excluding PAH)