After 44 years at the helm of the Company of Animals (COA), founder and CEO Dr. Roger Mugford is passing the torch to his daughter Emily.

Roger has been an influential figure in the pet industry, and his legacy will now be carried forward by Emily, who has been unanimously appointed by the COA Board as their new Chief Executive Officer.

In a heartfelt message to COA staff, Roger expressed gratitude for the fulfilling and varied career he has had with dogs and the COA. He highlighted the unique nature of COA as an independent business, free from the corporate constraints that dominate the pet industry. He emphasized both the past achievements and continuing opportunities that arise from his daughter’s appointment. 

Dr. Emily Mugford is a Veterinary Surgeon with a wealth of experience in the pet industry and has been a director and COA Board member for three years. In her introductory letter to the staff of COA, she shared her journey from packing Haltis when a child and in the early days of the company, to qualifying as a veterinary surgeon and then practice owner. She expressed pride in Roger’s achievements and outlined her commitment to build upon the foundations he has laid.

Having owned a veterinary practice and worked in various leadership roles within the veterinary industry, Emily brings a deep understanding of the pet industry. She expressed excitement about leading COA and her commitment to learning from the team, acknowledging both the present challenges and future opportunities.

Dr. Roger Mugford will continue to be involved in COA, overseeing The Pet Centre at the company’s UK headquarters on Ruxbury Farm and pursuing opportunities that benefit animals and the planet. He expressed gratitude to the staff for their loyalty and urged them to extend the same support to Emily.

The Mugford family's dedication to the well-being of pets and their owners is evident in COA's mission statement: "To enrich the lives of pets and people through innovative best-in-class products and services." Emily is poised to carry forward this mission, with an emphasis upon building strong customer relationships and a promise to focus on activities and products that enhance the human-animal bond, which are the core of COA's work.

The transition from Roger to Emily marks a new chapter for COA, emphasising continuity and a commitment to the values that have defined the company since its inception.

Jollyes, voted Retail Chain of the Year at the PIF Awards 2023, has opened its 100th store in Newport Gwent.

Since the beginning of 2022, Jollyes has doubled the size of its estate opening 35 new stores.

The Newport store, which opened on St David’s Day, underlines the company’s continued commitment to South Wales following openings in Llanelli and Merthyr Tydfil and the creation of 36 new jobs at private label supplier facilities in Llangadog and Pencader.

The Newport store opening saw the launch of the first ever Ambassadogs, a scheme to find local pets who are now Jollyes ambassadors. 

Jollyes recently secured significant backing from investment funds managed by TDR Capital LLP to enable it to accelerate its UK store growth plans.

The investment will enable Jollyes to continue to grow its store estate at pace, as it strengthens its position as a highly competitive number two in the UK retail pet market.

The deal with TDR Capital is expected to complete in April with retailer Andy Bond (executive chairman of Pepco Group and a former CEO of Asda) due to become non-executive chairman.

On completion of the investment, TDR Capital will take a majority stake in Jollyes alongside Andy Bond and management.  The investment will help to provide important new growth and support customers, colleagues and suppliers.

Jollyes will open its 101st store in Rotherham, South Yorkshire on March 22.

See gallery of pictures from the store opening below...

Yorkshire-based pet food company Inspired Pet Nutrition has announced an investment of over £30 million in new technologies designed to significantly expand technical capability, potential product range and capacity.  

IPN has invested more than £6m at its wet food facility to more than double its capacity.  The company has also invested close to £25m at its Thirsk-based factory to increase its technical capability, product range and use of fresh ingredients.  

Embracing the latest technologies and state-of-the-art equipment, the company is investing to ensure its portfolio of brands and products are consistently offering the highest possible quality, taste, and healthy nutrition. 

Despite this, two trends in the pet food industry are driving the need for investment: premiumisation and humanisation. Owners not only want the highest-quality nutrition for their pets but want to feed them recognisable ingredients and fresh recipes with high meat contents. 

IPN, owner of brands including Harringtons and Wagg, is one of the UK businesses continuing to invest in capital despite a turbulent economy to ensure customers still find value for money in its family of brands; its wide portfolio ranging from affordable to uber premium ensures there’s an accessible option for every pet owner, no matter their individual price point. 

Along with improving existing manufacturing processes, the investment will see the company upstreaming its supply chain; in doing so, IPN can ensure the use of the best quality ingredients. 

It comes just months after Inspired Pet Nutrition celebrated 100 years in business, evolving from a family-founded animal feeds company in 1923 to where it is now, with great grandson of founder James R Page, Richard Page, at the helm as Chairman. 

IPN acquired Pet Food UK in 2020, expanding its brand portfolio to include Barking Heads, Meowing Heads and AATU. It recently announced the achievement of becoming a £200m sales business, with ambitions of exceeding £500m of sales within the next five years.  

Chief Operating Officer Anthony Stones comments on what the investment represents for the business: “This valuable investment represents IPN’s core values in providing accessible, affordable nutrition. We’ve been developing our recipes and portfolio of brands for a century now and are constantly looking for ways to improve our offering for pet parents. By investing in our technical capabilities and upstreaming our supply chain, we have better control over the quality of our recipes and greater traceability of our ingredients. 

“Alongside this, we’re increasing the size of our technical team and will have a new laboratory. We’re also investing in real-time testing equipment – and all this means that there’s continuous improvements both to our products and manufacturing processes. 

“Our mission has always been to offer the best quality product possible for any given price point to consumers, and this investment represents our desire to constantly improve on this proposition with a sole intention – to keep pets healthy and owners happy.” 

Winning a New Product Award at the Pet & Aquatics Trade Show can have a tremendous impact on the fortunes of a PATS exhibitor. It can help turn a new launch into a bestselling item in pet stores around the country and clinch that all-important export deal.

One of the main reasons why the Award is held in such high esteem is the fact it is decided by a panel of independent retailers, who know what it takes for a product to fly off the shelves.

The New Product Showcase at PATS 2024, which takes place from Sunday 29^th September to Tuesday, 1^stOctober, at Telford International Centre, Shropshire, is always a popular feature with visitors, and it is expected that this year’s three-day exhibition will attract a record number of entries.

Here three companies who triumphed in the New Products Awards at PATS Telford in 2023 reveal what the accolade has done for their business.

Case Study No 1

Rogz – Winner of Dog Harnesses, Leads and Dog Wear with Amphibian Classic Collar. 

Sallie-Ann Reed, managing director for UK and Ireland, said: “For us as an established pet accessories brand winning the New Product Award at PATS last year provided recognition for the whole team for the endless hard work and creative determination to continue bringing new and exciting products to market.”

Do you think the award has helped to elevate your winning product in terms of exposure? 

“Absolutely. The UK pet market is extremely busy and receiving the award gave us the opportunity to stand out and shout about the fabulousness of our products and why retailers should choose to stock Rogz. It put us on the radar for sure.”

Have you used the award to promote the product? 

“We added the ‘New Product Award Winner 2023’ logo to our email footers straight away, then included the award photos and blurb to our digital platforms. Winning the award certainly added some kudos to the range!”

Will you be entering this year’s New Product Showcase?

“Definitely. Rogz is committed to the ongoing innovation and development to further enhance the brand portfolio and bring products to retailers that pet parents want to buy and love to use.”

Case Study No 2

Mealberry GmbH – Winner of Small Animal and Bird Products with Little One Christmas Tree (Christmas treat toy)

Doreen Werner, sales and marketing manager, said: “Winning the respected PATS New Product Showcase Award makes us very proud, as it acknowledges Mealberry’s expertise in the industry. Our products have already won five of these awards, and every time it gives us confidence that the company is on the right path of its development and growth.”

Do you think the award has helped to elevate your winning product in terms of exposure? 

“It definitely does. We experience the great brand awarness it creates on a daily basis. These awards are also a quality assurance for our new customers, and we believe they also help customers to recognise our company’s products in the market and choose them above others.”

Have you used the award to promote the product? 

“We use it all the time for our marketing and proudly show them at the big international events. Winning PATS Awards reflects on all the effort, time and hard work that we put into our products.”

Have you used the award to promote the product? 

“We are very greateful for this opportunity and won’t miss this chance to enter the competition. The New Product Showcase is a great way to announce novelties and winning the award is the best advertisement for a new launch.”

Case Study No 3

Naturaw – Winner of Dog Food Products with Naturaw Forage – Free Range Pork (lower carbon).

Chris Broadbent, director, said: “Winning at PATS for the past three years has been hugely beneficial to the Naturaw brand. It means everything in terms of credibility.”

Do you think the award has helped to elevate your winning product in terms of exposure? 

“It has certainly been helpful across the pet trade sector, both for existing stockists and helping to attract new ones.”

Have you used the award to promote the product?

“We have used the awards on our website and in both consumer and trade communication across a number of channels.”

Will you be entering this year’s New Product Showcase?

“Yes, we are looking at a number of options for 2024.”

To register for free entry to PATS 2024, which takes place at Telford International Centre from Sunday 29^thSeptember to Tuesday, 1^st October, visit www.patshow.co.uk

Supreme Petfoods has announced a significant milestone for its YouTube channel, @SupremePetfoods. The channel has surpassed 100,000 subscribers and has been honoured with the prestigious YouTube Silver Play Button award.

This achievement underscores Supreme Petfoods' commitment to supporting its retail partners through comprehensive consumer marketing initiatives. From social media marketing across platforms such as YouTube, Facebook, Instagram, TikTok, and Pinterest to in-store point-of-sale materials, Supreme Petfoods continuously endeavours to elevate its retail partners' sales and to engage pet owners.

"We are incredibly proud to have reached this milestone on YouTube," said Claire Hamblion, Marketing Director at Supreme Petfoods. "It reflects our ongoing dedication to providing valuable resources and support to our retail partners and the pet-owning community."

Supreme Petfoods' YouTube channel offers a wealth of content aimed at educating pet owners on best practices for pet care, nutrition, and overall well-being. Through informative videos, tutorials, and expert insights, the channel serves as a valuable resource for pet owners looking to enhance their pets' lives.

In addition to its online presence, Supreme Petfoods remains committed to promoting pet health and wellness through various initiatives, including sampling campaigns and vet recommendations. Hundreds of thousands of free samples of Supreme’s Science Selective rabbit and guinea pig food, and Tiny Friends Farm dog treats have been distributed to pet owners.

"At Supreme Petfoods, we prioritise pet care above all else," added Claire Hamblion. "Our mission is to empower pet owners with the knowledge and resources they need to ensure their pets lead long, healthy, and happy lives."

The Silver Play Button award from YouTube serves as a testament to Supreme Petfoods' dedication to excellence and innovation in the pet industry. As the company continues to grow and evolve, it remains steadfast in its commitment to providing top-notch products and support for retailers and pet owners alike.

For more information about Supreme Petfoods and its range of pet food and treats, please visit www.supremepetfoods.com.

Leading premium raw dog food company Benyfit Natural is celebrating its 10th anniversary. Since its establishment in 2014, the brand has been committed to excellence, innovation, and customer satisfaction, and this milestone marks a momentous journey of growth and success. 

Over the years, Benyfit Natural has grown from a modest startup with the first recipes evolving around founder Ben Van Praagh’s kitchen table to a prominent premium player in the raw dog food sector. There have been many changes within the industry, but at Benyfit Natural the focus has always remained the same, to deliver quality premium food for pets across the UK.

Benyfit Natural has been at the forefront of innovation in the pet food industry, continually striving to improve and expand its product offerings. From introducing new recipes, supplements and treats to implementing rigorous quality control measures, the company remains committed to providing the best possible nutrition for dogs.

In addition to its commitment to quality, Benyfit Natural has prioritised sustainability and environmental impact within the pet food industry. Sourcing ingredients responsibly and using only recyclable and innovative materials for its packaging such as Prevented Ocean Plastics, minimizing its impact while ensuring the highest standards of quality and safety.

Greg Van Praagh, Head of UK, and Europe at RPFC Group Ltd comments: “We are incredibly grateful to our loyal customers, dedicated employees, and supportive stockists who have been integral to our success throughout the past decade.

“This anniversary signifies not only the years of hard work and determination but also the immense potential that lies ahead as we continue to revolutionize the pet food industry.”

Through unwavering dedication and a relentless pursuit of excellence, the company was successfully selected as a British brand to feature in the Official Commemorative Album for The Queens Platinum Jubilee in 2022.

In celebration of this significant milestone, Benyfit Natural has planned a commemorative campaign to bring back a past recipe, special on-site promotions, team events and will be spending time and donating to their local rescue centre Last Chance in East Sussex, to give back to the community that has supported its growth.

Founded in 2014, Benyfit Natural manufactures premium, natural raw dog food and treats from their East Sussex HQ. Focused on providing dogs with a completely natural, balanced diet with natural treats and supplements to complement.

www.benyfitnatural.co.uk

Nylabone has announced the launch of its latest product line – a collection of durable chews specially designed for the playful and curious nature of puppies.

Engineered with care and expertise, these chews provide a solution for puppy owners seeking durable and safe options for their furry companions. 

The new Puppy Ring and Puppy Stick chews have been created with a comforting sensory material that can be frozen to provide extra relief from teething.  The Puppy Ring has a unique two bone end design that is great for reaching back teeth whilst the design of the Puppy Stick ensures that it easily rolls for playful chew time. 

Combining resilience with a focus on dental health and entertainment, Nylabone's new puppy chews promise to enhance the overall well-being of the newest members of the family. 

The new products are available to order now from Interpet’s trade website https://trade.interpet.co.uk/

With still over a year to go before Zoomark 2025, scheduled from 5 to 7 May 2025 in BolognaFiere, exhibitor bookings are flooding in.

Zoomark becomes increasingly ambitious in its projects and goals, with the aim of to beat the exceptional, record numbers of Zoomark 2023, which occupied more than 68,000 square metres of exhibition space and saw 1,060 exhibitors from 57 different countries and a total of 27,950 visitors, 62% of whom were from abroad.

The signs are already looking good: with just over a year to go before the next edition, registrations have been flying in, and the event scheduled for May 2025 is set to live up to its new claim, and be Bigger and Bolder than ever before. The main aim of Zoomark 2025 is in fact to offer a more and more innovative and rich attendance of pet companies and inspire the interest of pet professionals from all over the world.

And the registration figures are already looking impressive! 50% of the exhibiting space at Zoomark 2025 has already been booked up, thanks to the Rebooking and Early Bird campaign. Due to this important result, the organizers have already had to expand the exhibition space, adding Hall 28 to the event map.

The promotion is still running! Companies that have not yet reserved their spot at the show can take advantage of the early bird rate till 30 June, and get a 5% discount on the price of exhibition space.

Zoomark sets out to be much more than just a product showcase. It's an international point of reference that in 2023 attracted 28,000 visitors from all over the world, a genuine partner for industry professionals, and the ideal place to forge new partnerships to boost business.

But that's not all. Zoomark is an essential get-together for the entire international pet community. It offers a key opportunity for continuing education, and interfacing with fellow professionals, with the aim of building culture and facilitating the sharing of ideas, projects, strategies and perspectives on the international pet market.

The organisers are already hard at work on a host of new projects for exhibitors and visitors for May 2025, which will be unveiled in the coming months.

Pet Vision will still be the heart of the event, turning the spotlight on pets: the perfect way to get an overview of the present and future of the pet industry. Zoomark boldly brings you all the industry's latest trends, needs and visions, confirming its leadership in Europe and as a bridge to the rest of the world, and thus reaffirming its mission, its Pet Vision.

Other areas that have already been confirmed are Next 5.0, which focusses on the pet market of the future, innovation and high technology, hosting start-ups and companies offering advanced high-tech solutions, and Factory, the new project devoted to supply chain companies: suppliers of raw and semi-finished materials, machinery, packaging, industry services and distribution.

In the meantime, Zoomark is back on tour, and in the coming months will be present at the main pet events worldwide.

Next stop: Interzoo 2024, from 7 to 10 May in Nuremberg. Zoomark will be at Stand 124 in Hall 1.

And on Wednesday 8 May from 11 to 12 a.m.  in the Hong Kong room of NurnbergMesse, the Zoomark team will be meeting the press to launch Zoomark 2025, presenting insights and trends regarding the Italian market and offering a preview of the biggest, boldest pet industry event in Europe in 2025.

www.zoomark.it

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The Competition and Markets Authority (CMA) is consulting on whether to launch a Market Investigation Reference (MIR) into the veterinary services market for household pets.

An MIR enables the CMA to investigate its concerns in full and to intervene directly in markets if it finds that competition is not working well. As well as compelling those under investigation to provide information, it gives the CMA access to a wide range of legally enforceable remedies, such as requiring provision of certain information to consumers and the sale or disposal of a business or assets.

This consultation follows the CMA’s market review of veterinary services for household pets in the UK in September 2023.five key areas that the CMA proposes investigating further:

• consumers may not be given enough information to enable them to choose the best veterinary practice or the right treatment for their needs
• concentrated local markets, in part driven by sector consolidation, may be leading to weak competition in some areas
• large, integrated groups may have incentives to act in ways which reduce choice and weaken competition
• pet owners might be overpaying for medicines or prescriptions
• the regulatory framework is outdated and may no longer be fit for purpose

A Pets at Home spokesperson said: “We are incredibly disappointed the CMA's findings do not fully reflect our unique business model of locally-owned vet practices. Whilst our brand is national, our veterinary practices are led by individual entrepreneurial vets who have clinical and operational freedom. They choose all pricing, products and services to ensure the best care for clients and their much-loved pets in their local area, which promotes competition in the market and helps to keep prices low.

“We have been working closely with the CMA on their areas of concern and will continue to do so as their inquiry progresses to ensure the distinctiveness of our model is fully recognised.”

Pets at Home runs for 448 vet practices across the UK under its brand Vets for Pets.

Kevin Heath, CEO, Pharmacy2U, the nation’s largest online pharmacy and provider of pet prescriptions said: “There’s no question that vets deliver an invaluable service to the nation, but the CMA’s review suggests that the sector should be doing more to give consumers better transparency and value for money. For example, vets must use signs in reception or treatment rooms to tell customers that they can get a prescription for medicine and buy it elsewhere, but with a quarter of owners unaware online pharmacies could save them money, the CMA thinks more could be done.

“Our research supports the CMA findings with four in five (77%) continuing to buy prescription medication directly from their vet, and just one in five (18%) are exploring the value and convenience offered by online pet pharmacies.

“We launched our Pet Health service through Pharmacy2U.co.uk in November last year to provide pet owners with transparency on medication costs and delivery directly to their door. We are encouraged by the number of pet owners now turning to us to benefit from the convenience of ordering pet prescriptions online.”

New research has revealed a huge rise in the number of people wanting to take their pets on holiday with them. 

According to search engine analysis by experts at Together Travel, over the past 4 years, there has been a 28% rise in people looking for pet friendly holidays across the UK.  

In 2020, pet holidays (and 434 related key words) were searched a measly average of 281,950 a month, but now they’ve rocketed to 360,290 a month. 

When we break things down further, it’s Wales (55%) which has seen the biggest increase in searches, followed by Scotland (54%), England (39%), and then Northern Ireland (17%).

Zak Ali, from Together Travel, said he’s not surprised by the findings: “The worst part of a holiday is often leaving your pet behind, their eyes staring at you as you go off on an adventure without them. 

“With Covid leading to a surge in pet adoptions, and the rise in home working, more and more people began to experience the pain of being without their favourite furry friends. 

“Which is why it comes as no surprise that the number of people wanting to take their pets on holiday with them has seen a rise. 

“When searching for a holiday home that accommodates pets, it’s essential to consider various factors to ensure a comfortable and safe stay for both you and your furry friend.” 

Zak has these top tips for picking the perfect holiday destination for you and your pet. 

Pet-Friendly Policies: 

Check the property's pet policy to understand any restrictions, such as size, breed, or number of pets allowed. Look for accommodations that openly welcome pets and provide specific details about their policies. 

Amenities for Pets: 

Look for rentals that offer amenities specifically for pets, such as pet beds, bowls, toys, and possibly a secure outdoor space for them to play. Some accommodations go the extra mile by providing treats or welcome packages for pets. 

Secure Outdoor Spaces: 

If you have a dog, make sure that the property has a secure outdoor space where your pet can roam safely. Fenced yards or designated pet areas are ideal to prevent any unintended escapades. 

Proximity to Pet-Friendly Areas: 

Explore some of the destinations offered across the UK that feature expansive outdoor spaces, including the picturesque Yorkshire Dales in England, the breathtaking Llyn Peninsula in Wales, and the serene Loch Lomond in Scotland. When choosing a holiday home, consider its proximity to pet-friendly parks, beaches, or scenic walking trails. Opting for accommodation near such areas ensures your pet has easy access to places where they can exercise and play, enhancing the overall enjoyment of your holiday. 

Cleanliness and Hygiene: 

Ensure that the property maintains high cleanliness standards, especially if it hosts pets regularly. Look for accommodations with pet-friendly cleaning protocols to minimise allergens and ensure a fresh environment. 

Reviews from Pet Owners: 

Read reviews from previous guests who travelled with pets. Their experiences can provide valuable insights into how pet-friendly the accommodation truly is and if other guests had positive experiences. 

Flexible Check-In/Check-Out 

Look for accommodation with flexible check-in and check-out times. Travelling with pets might require additional time for feeding, walks, and settling in, so flexibility can be beneficial. 

Accessibility: 

Consider the accessibility of the property for your pet. If your pet has mobility issues or is older, ground-floor accommodation with easy access to outdoor spaces may be more suitable. 

“By carefully considering these factors, you can find a holiday home that not only accepts pets but also provides a comfortable and enjoyable experience for both you and your furry companion.” 

Agria Pet Insurance is celebrating the one-year anniversary of its innovative Carbon Pawprint Calculator, launched last year at Crufts.

Proud to be the UK’s first carbon-positive pet insurer, Agria’s commitment to sustainability sees the brand removing more CO2e from the atmosphere than it is putting in. With this in mind, the Carbon Pawprint Calculator is designed to track each furry friend’s carbon pawprint, as whilst a pet’s carbon footprint is much smaller than its owner, animal companions do still emit CO2e.  

With an initial 248 pups going through the calculator at the Crufts launch, since then, the innovative online tool has undertaken an impressive 1,740 calculations – including 504 horses, 994 dogs, and 242 cats.  

Eco Offset Ltd, a sustainability partner of Agria Pet Insurance has revealed that over a 12 month period, a Maremma Sheepdog has generated an outstanding 5.6 tonnes CO2e - making it the biggest dog pawprint to date. On the other end of the scale, Agria has also seen its smallest dog pawprint from a Bichon Frise puppy, coming in at just 140kg of CO2e over 12 months.

Janet Hughes, Sustainability Lead and Commercial Director, Agria Pet Insurance, said "We're delighted that so many pet owners have used our Carbon Pawprint Calculator over the past year. It's very exciting that hundreds of dog, cat, and horse owners are interested in understanding more about their four-legged friend's impact on the environment and are joining us in our mission to do all we can to protect the planet.”

agriacarboncalculator.co.uk   

Burns Pet Shop Cardigan has closed its doors for the final time, blaming the current retail climate for its decision.

The popular store announced the news on its Facebook page as it thanked customers for their support over the years.

The social media post said: “Our shop is closing. We’re very sad to say that as of Saturday 9th March we’ll be closing our shop. Given the current retail climate the decision to close has been a difficult one, and has come down to business-related issues.

“But we’d like to say a BIG THANK YOU to all of our customers who have supported us over the past few years. Cardigan is a truly wonderful town with many fantastic businesses and we wish all of you the very best in the future. We will miss you. 

“If you're a continued Loyalty Club member please note that you can use your cards in any of our shops. They are located in Narberth, Haverfordwest, Llandeilo, Carmarthen, Kidwelly and Cardiff.

“Our final opening day will be Saturday, so please do pop in for any final purchases that you may need. We'd love to see you.

“Diolch o gallon.”

Customers have been posting their comments on the Facebook page:

• “So very sorry to hear this sad news. Such a lovely little shop, we were so lucky.”
• “That's so sad to hear.”
• “Oh no. You've always been so lovely. This is sad news.”

Picture of Burns Pet Shop Cardigan taken from the store’s Facebook page.

West Yorkshire-based Pure Pet Food, which turned down a Dragons’ Den investment offer in 2015, is on track to double its size this year.

After declining the £40,000 Dragons’ Den offer, the company has gone on to employ more than 70 people, sell over 30 million dog meals and be shortlisted for Yorkshire's Fastest Growing Company Award.

With just a £300 Calderdale council grant and an overdraft, co-founders Dan Valdur-Eha and Mathew Cockroft started the business because they couldn’t understand why dogs were fed little brown biscuits for every meal, every day. 

This then led them on a journey to change the face of pet food for the better. Months of research led them to an age-old preservation method of gently removing the moisture from food, resulting in natural, high-quality, convenient meals without any harmful processing. Owners simply add water and serve to create a natural low processed food that can be served in seconds without the need for freezer space, mess or clean up.

The pair admit that family and friends thought they were mad at first, but it was Dan and Mat’s belief in the product and their passion for pets, health and nutrition that kept them going. 

Mat said: “When we first started, our office space was Dan’s mum's spare room, and we celebrated each day when an order was placed. Dan even knew most of the customer's names. To think that we now work from a 15,000 sq ft food facility and send out an artic lorry of personalised orders each day is mind-blowing. We always believed Pure could be a household name, but the recent speed of growth and scale has even surprised us.”

The business got its break when it appeared on Dragons’ Den. Dan was famously asked to try the food on national TV. The Dragons loved the pitch, and Dan and Mat were even told it was the best pitch they’d ever seen in the Den. The pair were offered investment from Deborah Meaden and Kelly Hoppen but decided to turn it down. At the time, they were told it was a decision they would live to regret, but from that point onwards, things only got better. 

Dan said: “We’ve come a long way from creating recipes in my mum's kitchen. Although we may have grown, what drives us remains the same: to provide happier, healthier, and longer lives for our pets. We would like to thank the judges for recognising us for such a prestigious award and we’re excited to continue to grow the business here in Yorkshire.”

Pure has trebled in size last year, employs over 70 people from its West Yorkshire base and will be recruiting to take that number to over 100 this year. 

You can find out more about Pure Pet Food by heading to www.purepetfood.co.uk

The owners of a popular Gloucestershire pet shop have opened a second store following the success of their Tetbury location, which they established in 2022.

Since its launch The Tetbury Pet Shop has set high standards in natural and sustainable pet products, a trend that will continue in the latest venture, The Dulverton Pet Shop & Coffee.

This expansion signifies a significant milestone for founders Amelia Black and Alastair Correya, who are committed to providing discerning pet owners with a distinctive retail experience.

With a firm commitment to offering only the highest quality products sourced from independent suppliers, The Dulverton Pet Shop & Coffee distinguishes itself from traditional pet stores. 

Amelia and Alastair, the driving forces behind healthy dog treat brand Nuts for Pets since 2019, have always prioritised crafting treats of unmatched quality. Drawing inspiration from their interactions with like-minded brands and pet enthusiasts at various events, they recognised an opportunity to redefine the retail landscape. Their inaugural store in Tetbury embodies this vision, featuring handpicked furnishings, a welcoming seating area, and a meticulously curated product range.

Central to their mission is an unwavering commitment to integrity and transparency. The shop steadfastly refuses to stock overly processed or misleadingly labelled products, ensuring that customers can shop with confidence. 

Among their offerings is the award-winning Naturaw raw food, celebrated for its use of free-range and organic ingredients. Additionally, environmentally conscious shoppers will appreciate their selection of toys made from recycled plastic and coconut fibres, promoting both pet health and environmental sustainability.

In an inspired fusion of passions, The Dulverton Pet Shop & Coffee introduces a new dimension to the retail experience. Building on Amelia's love for exceptional coffee, the shop proudly serves specialty brews from Bristol-based roaster, Extract. Whether it's a perfectly crafted flat white with oat milk or a comforting cup of tea from the nearby Exmoor Tea Company, patrons can savour a moment of indulgence amidst their shopping experience.

“We are excited to introduce The Dulverton Pet Shop & Coffee to our community,” said Amelia. “With a focus on quality, sustainability, and genuine connection, we aim to create a haven for pet lovers and coffee enthusiasts alike.”

For more information visit www.thetetburypetshop.co.uk or email dulverton@nutsforpets.co.uk

Fettle, a leading manufacturer of 100% natural, wholefood pet toppers and supplements, has reached new partnership with retailer Just for Pets.

With Fettle's range of supplements, pet owners will be to access these offerings at all 23 Just for Pets locations from April, including the newly introduced DOG by Just for Pets flagship stores.

“We are delighted to welcome Just for Pets into the Fettle family as our newest stockist partner,” said Alex Taylor-Grout, co-founder at Fettle. “This partnership reflects a substantial milestone for us, having launched the business just four months ago. 

“To have Just for Pets as a trusted partner is a testament to what we are building for the good of the pet industry. Together we aim to make genuine wholefood natural supplements accessible to all pet owners, giving them the best opportunity to support their pets' nutrition.”

This partnership underscores Fettle and Just for Pets' shared mission to prioritise simple, clean, and nutritious solutions that aid longevity in our beloved pets, aligning perfectly with the retailer’s core values: ‘pets come first’, ‘love our customers’, and ‘do the right thing’.

By joining forces, the companies aim to expand access to natural, wholefood pet nutrition solutions and make a positive impact on the lives of both pets and their owners. Together, they are committed to enhancing pet health and happiness while upholding the values that both brands hold dear.

For more information about Fettle and its range of products visit https://fettlepets.com/