Pet Gazette May 2012

PET GAZETTE maY 2012

www.petgazette.biz

ISSN 2046-7303

Coming home to roost The boom in backyard chickens

Small but perfectly formed The growth of small animal foods Exploring the business and environmental benefits of self-dispensing systems

Equine Business The latest news for equestrian retailers, plus a preview of the stock to get in for the new season

Social services Teaching puppies how to get used to new experiences and become happy, healthy adult dogs

This month

Editor’s letter

maY 2012 Contents Roundup 4 The latest news from the industry

Three minute interview

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New appointments

8

Mike Bailey, petfood controller, Bestpets Pastures new for professionals in the pet trade

Taking stock

10

A world of opportunity

16

An innovative and varied range of pet products Dean Benson of Visualsoft urges pet sector suppliers and retailers to capitalise on the growing demand for online sales and create an up-to-date and effective website

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Maximising sales in a competitive marketplace

21

Here comes the sun

24

Social services

28

Focus on…leads and collars

32

A chip off the old block

36

Small but perfectly formed

40

Coming home to roost

44

A fresh approach

50

Equine business

53

Roundup

54

Here comes the sun

56

ust like any other industry, the pet sector witnesses the rise of certain trends, and it seems that at the moment the interest in keeping hens shows little sign of abating.

In fact, the numbers just keep on rising, with the NFU Poultry Board estimating there are currently three million fully-fledged chicken keepers in the UK. Poultry breeder Suzie Baldwin – author of Chickens: The Essential Guide to Choosing and Keeping Happy, Healthy Hens – believes the reason for their popularity is the rise in price of eggs and the fact that they are relatively easy to look after. She also says that keeping chickens can be extremely addictive and once someone has owned even one or two, it is difficult to live without them.

This is a trend that animal feed specialist Dodson and Horrell is seeing first hand, as in the last two years it has recorded a 25 per cent increase in chicken feed sales across the UK. Technical director at the company, Chris Gordon says: “As well as demand for chicken feed and accessories, we also hear lots of anecdotal evidence to suggest that chickens are fast becoming a viable option when people are choosing pets along with traditional choices like dogs, cats, rabbits and guinea pigs.”

You can read more about the growing interest in chickens on page 44. I hope you enjoy this feature and the rest of the articles in this month’s issue.

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Sam Guiry sam@petgazette.biz

This month, Michael Bellingham of the PFMA has been on a MaryPortas-style mission to gather top merchandising tips for retailers Ray O’Mahony MVB MRCVS CVH looks at some of the more common health issues affecting pets as the weather starts to warm up Veterinary advisor at Ceva Animal Health, Lucy Brett, explains how pet owners can settle new puppies into unfamiliar surroundings and help them cope with new experiences Essential purchases for dog and cat owners, Naida Ally takes a look at the latest leads and collars on the market Microchip technology has an important role to play in the pet sector, says PetSafe veterinary consultant David Chamberlain Small animal foods have undergone dramatic changes in recent years, with a sophisticated range of products now available for pets such as rabbits, chinchillas, hamsters and gerbils A boom in backyard chicken keeping is bringing rewards for retailers as it is becoming one of the fastest growing and profitable hobbies in the UK Kirsty Carnell, marketing manager for Martek Food Systems, explores the retail concept of self-dispensing food systems, which can deliver cost savings and environmental benefits

The latest news for the equestrian trade A range of products and accessories to get in stock for the warmer months

Voice on the highstreet

Gordon and Eva Bloomfield, the Pet Shop and Reptile Ranch, Oxfordshire

PET GAZETTE

May 2012

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4

Roundup

PET GAZETTE

Pet Industry Awards 2012

Established 2008

Managing Editor

Louise Hoffman louise@petgazette.biz Editor

Sam Guiry sam@petgazette.biz Editorial Assistant

Naida Ally naida@petgazette.biz Design/Production Editor

Tracy Jarvis tracy@petgazette.biz Deputy Production Editor

Lewis Bowes copy@petgazette.biz Group Advertisement Manager

Kelly Smith kelly@petgazette.biz Advertisement Manager

Julie-Ann Kwok julie@petgazette.biz

Entries are now being accepted for the 2012 Pet Industry awards, due to take place on 16 September at the Barceló Majestic Hotel in Harrogate.

“All the signs are that the Pet Industry Awards 2012 will be bigger and better than ever, because it’ll be in the pet trade heartland – Harrogate – to coincide with the PATS Harrogate show,” said Janet Nunn, chief executive of the Pet Care Trade Association. “We are delighted that PATS is to be a main sponsor and look forward to welcoming plenty of PATS visitors to the awards dinner.”

Nominations for the Lifetime Achievement Award, which “celebrates individuals who have been outstanding in their field of the pet sector,” are being accepted until Friday 18 May at 5pm via email to lisa.pawsey@petcare.org.uk This year’s award categories include: Grooming Business of the Year, Pet Specialist Service of the Year, Retailer of the Year, Supplier of the Year, Employee of the Year and Team of the Year, among others. For details of the categories in this year’s awards, or to enter, visit www.petcare.org. The deadline for entries is Monday 25 June 2012.

Accounts

Maureen Scrivener accounts@petgazette.biz Customer Services

01206 767 797 customers@mulberrypublications.co.uk Contributing writers

Michael Bellingham, Dean Benson, Lucy Brett, David Chamberlain, Kirsty Carnell, Ray O’ Mahony Front cover image

Cristian Barnett ISSN 2046-7303 Pet Gazette is published monthly by:

Eukanuba-fed Lhasa Apso Elizabeth takes Best in Show at Crufts 2012 The ‘Best in Show’ Lhasa Apso dog at Crufts 2012 beat 21,000 other dogs to the coveted award, and it was revealed that the dog, called Elizabeth, was Eukanuba-fed.

Elizabeth’s owner, Margaret Anderson, said: “Winning Best in Show at Crufts is such an amazing, breathtaking experience – a special moment that will always remain with us. A special thank you to Eukanuba for their longstanding and on-going passionate commitment to dogs and for providing Elizabeth with excellent premium nutrition to help maintain her in this fabulous condition.”

Eukanuba recently announced its three-year partnership with Crufts, which it described in a statement as “signalling an important step in the relationship between the Kennel Club, and P&G Pet Nutrition, and ultimately raising Eukanuba’s profile amongst its core audience of dog lovers and breeders across the UK”.

Give a dog a bone Mulberry Publications Ltd, Wellington House, Butt Road, Colchester CO3 3DA Tel: 01206 767 797 Fax: 01206 767 532

www.petgazette.biz The editor and publishers do not guarantee the accuracy of statements made by contributors or advertisers, or accept responsibility for any statement that they express in this publication. The opinion of the contributors may not necessarily be the opinion of the publishers. Articles are considered for publication on the basis that they are the author’s original work. No part of this publication may be reproduced, stored in a retrieval system, or transmitted in any form or by any means, electronic, mechanical, photocopying or otherwise, without the permission of the publishers.

To celebrate the unique bond between a dog and its owner, Drontal is launching the ‘Give Your Dog a Bone’ awards – a nationwide search for the country’s most loveable and heroic canines.

Owners can enter their dog into one of four categories, with the winning entry from each category judged by a public vote. The categories include: the special bond award; most entertaining video; most heroic pet; and most loveable mutt. The prize for one overall winner is a Golden Bonies award, £1,000 holiday vouchers, a HD camera worth £200, free Drontal for a year and a premium upgrade to the mydog uk app.

Entries can be made via the competition website – www.giveyourdogabone.co.uk – where owners can upload photos, videos and explain in less than 100 words why they think their pet should win a Bonies award. The closing date for entries is 31 May.

PET GAZETTE

Roundup

Westland Horticulture purchases Cranswick

Garden products supplier Westland Horticulture has recently announced its purchase of Cranswick Pet Products.

By acquiring one of the UK’s leading manufacturers and distributors of wild bird care products, Westland’s aim is to keep driving participation in gardening by delivering unique products to make the garden a more enjoyable environment.

Commenting on the purchase, Westland’s joint managing director Edward Conroy said: “Both Westland and Cranswick Pet Products have a strong record in growing categories, delivering innovation and consumer quality.

It is these synergies that make this one of the most exciting opportunities in gardening.”

Cranswick manufactures and distributes two leading brands – Bucktons, a range of bulk foods and accessories for racing pigeons, indoor and aviary birds and wild birds; and Nature’s Feast, a range of wild bird foods, feeders, treats and accessories.

Sam Marriage, Cranswick’s national sales manager, said, “We are confident that together as one we can grow the market and communicate the benefits of quality bird food, which will increase the number of birds in the garden and will give gardeners great enjoyment.”

Ombudsman rebukes Halifax over pet insurance policies The Halifax has come under fire from the Financial Ombudsman Service for promising lifelong insurance to pet owners.

According to a report, the Halifax, now part of Lloyds TSB, may be liable to compensate thousands of customers after the ombudsman determined it “misled them to think some cover lasted indefinitely.”

Although the bank pulled out of the pet insurance business last year, a previous case centred on a complaint about a dog called Lucky, who has a skin condition costing £500 a year to treat, which resulted in Halifax being told it should provide the owner with another three years of cover plus £200 in compensation. The lifelong policy cost £6 a month initially, rising to £10 a month later on, and provided cover for vets bills of up to £1,000 a year.

In 2005, Halifax reportedly congratulated Lucky’s owner, Ms W, on choosing “the right cover, no matter what the future brings.” However when the Halifax exited the business, Lucky’s cover came to an end because other insurers would have excluded pre-existing conditions from a new policy.

Lloyds TSB and the Halifax had 30,000 pet insurance customers between them, and it is thought that around 4,000 of those had policies which covered them for pre-existing conditions over an indefinite number of years, meaning there could potentially be more customers entitled to compensation.

Three minute interview

Mike Bailey, Petfood Controller, Bestpets Describe yourself in three words Dedicated, approachable and determined.

When you were at school, what did you want to be and why?

A fireman – challenging, not to mention the sirens, blue lights and fast driving!

What was the first music single you bought?

Roy Wood and Wizard, See My Baby Jive.

What was your first job?

Paperboy while at school, then a cash and carry management trainee after leaving college.

What is the best advice you have been given?

Treat others as you want to be treated.

What is the most important thing that your job has taught you?

You are only as good as your team and you never stop learning.

How did you get into the pet trade?

Batleys Cash and Carry, taking over Seddons and Wundpets, then opening the Bestpets depots.

Who has been the biggest inspiration to you in your professional life?

Dates for your diary 17 – 20 May

4 – 5 September

Interzoo Nuremburg, Germany

PetEx Dublin, Ireland

www.interzoo.com

www.petex.ie

6 – 8 July

16 – 17 September

The East of England Show Peterborough

PATS Harrogate IC, Yorkshire

www.eastofengland.org.uk

www.patshow.co.uk

PET GAZETTE

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My family – wife Lorraine, daughter Lisa and son Lee – through their support.

What are you hoping to achieve at Bestpets?

Continue to provide the best customer service on range, service and price by developing such initiatives as Retail Club and the website, to name but a few.

Do you have any pets?

A bichon frise, Dougie – the best welcome when I get home, no matter what time!

May 2012

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Roundup

and briefly Pet treats in prestigious store Pet Munchies – the range of natural dog and cat treats – are now to be sold in one of the world’s most famous department stores. Following talks with Harrods, the real meat treats made from 100 per cent chicken, duck and beef liver will now be available to all those heading to the exclusive Knighstbridge shop in west London.

A spokesman for Pet Munchies said: “This is such an exciting year for the company, we are delighted that such a prestigious store as Harrods has chosen to sell our treats.

Mars Petcare a top UK brand Four Mars Petcare brands have been named in a list of the top 500 popular brands in the UK. Pedigree, Whiskas, Sheba and Cesar were named in the independent 2012 Consumer Superbrands top 500, which combines views from marketing experts, business professionals and British consumers. The list ranks Pedigree 66th, Whiskas 115th, Cesar 395th and Sheba 414th.

Go ahead for Project Quattro Animalcare Group plc, a leading supplier of veterinary medicines, announced that Project Quattro, a product from Animalcare’s development pipeline, has received marketing authorisation from the Veterinary Medicines Directorate. First sales are expected to take place by the end of the current financial year.

Rise in minimum wage welcomed The 1.8 per cent increase in the adult National Minimum Wage rate is a “wise move that strikes the right balance between helping retailers to maintain and create jobs and supporting low income households”, said the British Retail Consortium (BRC). BRC director general Stephen Robertson said: “This sensible increase shows restraint at a time of falling inflation and rising unemployment. 1.8 per cent is within the limits the BRC’s evidence showed would allow retailers to create and maintain jobs.”

Bern Pet Foods on the move Bern Pet Foods has relocated its offices to larger premises. The company can now be found at: Bern Pet Foods Ltd, Park House, 77-81 Bell Street, Reigate, Surrey, RH2 7AN. Its telephone and fax numbers remain unchanged.

May 2012

Dear Editor, Recently Argos became embroiled in a controversy about buying pet food on the grey market. Many people withi n the industry were horrified and campaigned for the supplier to be named and shamed. While the supplier hadn’t actually broken a law, many people felt that they had sold the very soul of the pet industry and all it stands for to Argos.

Some pet food manufacturers took a stron g stance and informed the press they would pull their products out of Argos immediately, while Argos responded saying that it was plann ing on growing its pet offering in the near future. So where does this leave the pet industry? And is this latest move by Argos beneficial to the pet trade in the long-term?

If you attend one of the main pet trade shows in the UK you might find 150 independent companies all exhib iting their pet products in the hope they sell more and more. They will gladly take any order from any retailer so why has Argos – a national retailer with some 700 stores in the UK – provoked such a response from some of the industry’s largest pet suppliers? Surely, any exposure of their products on the high street would mean their products are more readi ly available to consumers?

Historically, the pet trade has been a specia list industry; in more recent times consumers have demanded increa singly higher quality and more refined products for their pets. This devel opment of food and nonfood items means that we sell more sophi sticated pet products now than ever before and the manufacturers rely on the independent pet trade to explain these more technical pet products and their benefits to the consumer. This, I feel, is the main reason why there is so much negativity about Argos selling pet produ cts. Argos’s model is to order through a catalogue at a front-of-store counter from a huge warehouse where there is little oppor tunity to discus s the pros and cons of the product. This lack of advice may mean the wrong products are sold to the consumer and this could be detrim ental to the consumer and, more importantly, the pet. Unfor tunat ely, missing out on the specialist advice part of the transaction could also result in the consumer leaving negative feedback about the product, which is grossly unfair.

Another significant reason why many feel so strongly about Argos is that the pet trade relies heavily on repea t business, and every customer who purchases a pet product from an Argos store is a customer who is unlikely to repeat their visit to a specia list pet outlet. This has to be bad news in the long-term for pet retail ers, as their trade gradually becomes diluted by larger national retail ers.

Certainly, during the economic climate consumer buying patterns are changing and customers are really searc hing for those tiny savings they can make on all of their pet requireme nts. I have spoken to a lot of people within the trade about Argos and the consensus of opinion is that the pet industry needs to come together and see how it can respond to these worrying new trends.

Tim Berrisford, owner of Easy Animal

PET GAZETTE

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New appointments

New appointments Pastures new for professionals in the pet trade Animalcare Ltd

Animalcare Group Plc, supplier of pharmaceutical and other premium products and services to the veterinary industry, has announced the appointment of Dr Iain Menneer as managing director of Animalcare Ltd. In his new role, Dr Menneer will have strategic and operational management of the commercial activities in the UK. Previously employed as the head of marketing since July 2009 and director of marketing for Animalcare Group Plc from June 2011, he was promoted to the board on 1 July 2011. Stephen Wildridge, chief executive of Animalcare Group Plc, commented: “This important step recognises the ability and success Iain has already demonstrated in growing the UK business. At the same time, it frees up valuable senior management time and resources to focus on key opportunities outside the UK, both at product level and for the business as a whole.”

ASSVAP

The Association for the Scientific Study of Veterinary and Animal Physiotherapy (ASSVAP) has appointed Dr Gail Williams BA (Hons) V.Phys PhD MASSAP as head of education and training. “I am delighted to be taking on this new challenge,” said Dr Williams. “One of the reasons that I was drawn to ASSVAP was that it has a strong ethos of encouragement, support and inclusion towards its student members. It is also committed to providing continuing professional development (CPD) for veterinary physiotherapists. For an association that is only four months old, ASSVAP’s achievements to date have been remarkable.”

Collarways

As of April 2012, Collarways, the importer and distributor of American brands such as Lupine, Tuffy and Zogoflex, began trading as a limited company. Katie Goldsmith joined the company as a shareholder and director. Having started working at Collarways in 2010 as operations and sales director, she has “been instrumental in developing the logistics systems and moving the company into new markets.” Gabriela Lerner and Neil Baird – the current partners of Collarways – are delighted to welcome Katie on board. “Katie has developed excellent relationships with our customers in the last two years; she knows the products inside out and is completely in line with the ethos of Collarways. It is a pleasure to work with her and we’re thrilled to now be working alongside her as a shareholder and director.” Katie lives in Dorset with her blue merle Mollie and her chihuahua Bob, who is now director of the toy testing team.

RCVS

Colonel Neil Smith was elected vice president of the Royal College of Veterinary Surgeons (RCVS) at the March meeting of its Council. He was uncontested and is due to take up office at RCVS Day on 6 July 2012. Neil graduated from the Royal Veterinary College (RVC) in 1989 and was commissioned into the Royal Army Veterinary Corps (RAVC). He has held a mixture of clinical, staff and command positions and has worked in the UK, US and Germany.

He has Master’s Degrees in Food Science, Defence Administration and Defence Studies.

Commenting on his election, Neil said: “I am honoured to have been elected as the next vice president. The College is about to go through some significant organisational changes, not least because of the proposed legislative reform order. I aim to ensure that we remain focused on our primary role in safeguarding the health and welfare of animals committed to veterinary care.”

Rolf C Hagen Inc

Rolf C Hagen has announced the appointment of Dieter Hagen as vice chairman and executive vice president of sales. Dieter joined the company in 1959 after it was founded by his brother Rolf in 1955, cultivating a successful track record for building and growing strong and lasting sales relations in North America, as well as around the world. “After the loss of our beloved and respected chairman, it would be too much to bear to lose Dieter’s leadership and vast experience. One would be hard-pressed to find anyone in this or any other industry with his business acumen and longevity. We are thrilled to continue to have Dieter with us,” said Rolf Hagen Jr, president and chief executive of Rolf C Hagen Inc. Responding to the new appointment, Dieter stated: “I am glad to be part of this company’s bright future and look forward to playing a leading role in the decision-making process. This has been a labour of love for me and I feel as passionate about it now as I did on day one.”

Has someone recently joined or moved to a new role within your company? You can send the details and a photo to naida@petgazette.biz

May 2012

PET GAZETTE

10

Taking stock

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Burgess Pet Care Supadog Sensitive Scottish Salmon and Rice is a premium hypo-allergenic food that all dogs can enjoy, but it is particularly suited to dogs with a sensitive digestive system. It’s made with a few simple, high quality ingredients including Scottish salmon, rice and beet pulp to aid healthy digestion and stool quality.

It joins Supadog Sensitive British Lamb and Rice in the new look Sensitive range, and is priced highly competitively in two kilogramme or 12.5 kilogramme packs.

“Stock up now to offer your customers premium hypo-allergenic nutrition at an affordable price,” says Burgess Pet Care.

Information: 01751 474 123

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Mr Johnson’s Mr Johnson’s Supreme Tropical Fruit Rabbit Mix is available in 900 gram and 15 kilogramme packs. A fibrous and nutritious blend of steam flaked peas, carrots, bananas, pineapple and cereals, this tasty rabbit mix has a rich, fruit aroma. All of the small animal foods from Mr Johnson’s are unique, as they now contain Verm-X, a blend of 100 per cent natural herbs for the effective control of intestinal hygiene, while supporting the gut’s health and aiding digestion. This complementary food supplies rabbits with a tasty, wholesome meal in a variety of textures to encourage a rabbit’s natural foraging instinct. “Add Supreme Tropical Fruit Rabbit Mix to your shelves and see your sales grow,” says Mr Johnson’s. This, and the rest of the small animal range from Mr Johnson’s, are available from all leading wholesalers.

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Hill’s Pet Nutrition Newly-launched Hill’s Science Plan Mini Light is a complete and precisely balanced food that can help your customers’ small and toy breed dogs achieve lifelong health.

This new product has higher levels of L-carnitine, fewer calories and less fat (compared to Mini Light products of main competitors, as of July 2011) to address the increased risk of obesity among mini breed dogs. It can also be recommended for sterilised dogs. The company says that feeding the Science Plan diet is the best a customer can do for their pet, and it is so confident of this that if the customer is not completely satisfied, it will give them their money back! This new product is available in Adult and Mature Adult 2.5 kilogramme dry bags.

Information: www.hillspet.co.uk

Information: 01476 577 670

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Tropical Marine Centre Tropical Marine Centre has just launched its new range of Easifit Mounting Kits. These acrylic, slot-together kits offer a simple and unobtrusive way of upgrading the lighting in a nano tank to a high spec AquaRay lighting tile. Easifit Kit 1 allows an AquaGroMicroHabitat 8, biOrb and biUbe tanks (except Baby biOrb) and other lifestyle tanks to use a MiniLED 400/500 light. Easifit Kit 2 allows a MicroHabitat 15 tank to use a MiniLED 400/500 light and Easifit Kit 3 allows a MicroHabitat 30 tank to use an AquaBeam 1000/1500 light.

Information: 01923 284 151 or www.tropicalmarinecentre.co.uk

May 2012

PET GAZETTE

Taking stock

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Measom Freer Measom Freer has launched a new range of scoops in standard food safety colours, with an anti-bacterial additive also available to provide that extra depth of protection. There are four sizes of scoop – micro, mini, small and large – suitable for a wide variety of bulk handling and dosage applications including pet food preparation, wet and dry ingredients, supplements and additives. Its other products such as measures, jars and boxes can also be colour matched and treated with antibacterial additives to help prevent cross-contamination right throughout the preparation area. Measom Freer provides an extensive range of plastic packaging, designed and manufactured in-house at its site in Leicester.

Information: 0116 288 1588, sales@measomfreer.co.uk or www.measomfreer.co.uk

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Group55 Animology, the multi-award-winning grooming range from Group55, is set to launch four exciting new products – the first in a series of range expansions that are planned throughout the year. Two new shampoos – Animology Back To Black shampoo, for black and dark coated dogs, and Animology Fox Poo shampoo – will be joined by a de-tangle spray called Animology Knot Sure, and a finishing spray called Animology Gloss Finish. The new lines will be available from May and will increase the Animology retail range to 12 products.

Information: 01772 786 864 or enquiries@group55.co.uk

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Taymar Taymar is a world-leading manufacturer of premium quality leaflet display units, showcasing one of the world’s largest collections of clear view point of sale solutions. This comprehensive range is designed to suit all popular paper sizes and allows for a variety of applications and mountings.

With single pocket and tiered counter stands, multi-pocket wall displays and carousels, there is a display solution for every business. Taymar – Brochure Holders International – is celebrating 25 years in business.

Information: www.brochureholders.com

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Bow Wow Meow “Microchipping is important to keep your customers’ pets safe and ensure that, if lost, they can be found as quickly as possible,” explains Bow Wow Meow. “Unfortunately, many lost pets are not taken to the vet to be scanned.

Providing additional protection with an engraved tag is essential. The Control of Dogs Order mandates that all dogs must wear identification showing the owner’s name and address, or risk a fine of up to £5,000. Bow Wow Meow offers a huge range of tags, as well as full engraving and dispatch by first class post within 24 hours.”

Information: info@bowwowint.co.uk

PET GAZETTE

May 2012

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Taking stock

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Barker and Barker Barker and Barker’s healthy training treats and supplements have been made in Britain for 30 years. This small, family business says it is passionate about pet health and believes that a trained dog is a happy dog. The small, low fat and non-messy treats are ideal for repeat rewarding during training or general anytime treating, with a selection of flavours including liver, garlic, cranberry, Arctic fish, chicken and veggi. Tasty Toppers and conditioning powders are also available. Barker and Barker is offering new retailers free delivery on their first order.

Information: 0845 519 8803 or www.dogtraininginfo.co.uk

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WuffitMix “Get involved in the WuffitMix Breeder Scheme!” say WuffitMix. Its “fast growing and hugely popular” new loyalty scheme encourages repeat business from your customers.

Reward your regulars with discounted WuffitMix products, seasonal offers and promotions, as well as free puppy packs for their litters; each containing three kilogrammes of Headstart hypo-allergenic puppy food, a handy measuring cup and welcome pack, along with a lifetime of support and advice. Providing products for all ages and requirements – and containing no added artificial colours or preservatives – this “great value premium food” is 100 per cent nutritionally complete. Hypo-allergenic diets are also available.

Information: 01200 420 222 or hannah@wuffitmix.com

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Absorption Corp CareFRESH brand pet bedding is manufactured by Absorption Corp and is “an extremely clean, safe bedding material” made from cellulose fibres. Known best for its odour control properties, CareFRESH beddings are also environmentally-friendly.” The company says the bedding “provides retailers with higher margins and high velocities, and with an 88 per cent brand loyalty, pet owners just keep coming back for more.” Refresh your bedding category and entice an entire new set of shoppers to your bedding section with CareFRESH!” concludes Absorption Corp.

Information: www.carefresh.com

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James Wellbeloved The James Wellbeloved range of complete puppy food is made with natural ingredients and contains no artificial colours, flavours or preservatives. The formulas are fully balanced and contain all of the nutrients that growing puppies need. The range is available in four dry kibble variants: Turkey & Rice; Lamb & Rice; Duck & Rice and Fish & Rice in two kilogramme, 7.5 kilogramme and 15 kilogramme bags. There are also two wet pouch variants, which can be used alone or as toppers.

Information: 0845 300 4890 or www.wellbeloved.com

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Law Print Pack Law Print Pack supply both pet food producers and own label manufacturers with a wide range of high quality packaging products. Leading supplier to the pet trade market, it offers knowledge and expertise on the best packaging solutions. It also advises on new innovative formats and new trends, such as the use of matt film often combined with metallised lamination, for a smooth-touch feel and premium finish. Give your pet food products the packaging they deserve!

Information: 0161 440 7302 or www.lawprintpack.co.uk

May 2012

PET GAZETTE

14

Taking stock

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Kong Kong has introduced two new products for dogs: Safestix and Squeezz. Dogs love to play with sticks, however they can cause serious damage to a dog’s mouth, teeth and gums.

New KongSafestix are the durable, safe, fun alternative. The ideal year-round throw, retrieve and tug toy, suitable for outdoor and indoor use, Safestix come in three vibrant colours in small, medium and large and are available from wholesalers now. Also new is the Kong Squeezz – designed for strength, durability and fun.

It has an erratic, unpredictable bounce and a protected, recessed squeaker. It is available from wholesalers in May in six distinctive shapes, multiple sizes and a variety of vibrant colours.

Information: www.kongcompany.com

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Bob Martin Bob Martin is launching brand new FleaClear, which uses Fipronil, the same active ingredient as a market leading product, but at a lower price. “Having been approved by the Veterinary Medicines Directorate (VWD) for general sale, FleaClear is as safe and effective as products available from the vets or pharmacies,” says the company. The product has been launched in response to an increasing consumer demand for more affordable dog and cat flea solutions. “We are delighted that FleaClear is now available to our consumers. At Bob Martin we are proud to produce quality products at the best possible price. FleaClear provides a real opportunity for retailers as it is not only cost-effective, but also convenient.”

Information: www.bobmartin.co.uk

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BerryZoo Distribution BerryZoo Distribution has partnered with RepCal, maker of the “best-selling American reptile supplements,” to bring its products to the UK. The range includes two ultrafine, humangrade calcium products – with and without Vitamin D3 – made from 100 per cent natural phosphorous-free oyster shell; plus Herptivite, Rep-Cal’s multi-vitamin and multi-mineral food supplement. These products, once added to feeder insects, provide captive reptiles with the precise levels of vitamins and minerals they require. These are used with the unique RepCal Cricket Shaker, which makes it easy to coat insects with supplements plus it captures unused powder in the bottom screw cap for re-use.

Information: 0117 967 5909, distribution@bigreptileworld.com or www.berryzoo.com

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Aquascape Fish Imports Ltd Aquascape Fish Imports Ltd was founded in 1997 to supply the aquatic trade with tropical, coldwater and marine fish.

Having recently moved to a new 5,000 square foot stateof-the-art warehouse with hundreds of species of fish, the company offers a next-day delivery service across the UK. With a new coldwater room, it now stocks an array of coldwater pond fish with many special offers throughout the year. All fish and other products are available via its new and daily updated online ordering system and it’s the “first in the country to have an advanced yet simple to use trade ordering system for retailers, complete with a picture of every product offered.” The array of livestock can be easily ordered through the trade-only section of its website.

Information: 0121 331 121 or www.aquascape.co.uk

May 2012

PET GAZETTE

PET GAZETTE

May 2012

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E-commerce

A world of opportunity

Dean Benson of Visualsoft gives his views and advice on getting online trading right

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etailers and suppliers to pet lovers around the world have always been quick to find new and more inventive channels to market, and the internet has been no exception. However, many of the early adopters have tended to stick with out-of-date, first-generation websites instead of taking advantage of the cutting edge ecommerce technologies on offer today.

As the online competition to supply pet food products, treats, accessories and services to pet enthusiasts grows more intense each day, the question of how to attract and retain loyal customers becomes even more crucial. In ecommerce, as in most forms of business, customer conversion is hugely important, but what area of web development is proving most crucial in the never ending battle to win and convert visitors into actual customers?

No longer a shop window

The days of retailers having a passive website – acting as little more than a shop window to their wares and services, as in the 90s – are unequivocally over and the ability to reach customers and sell goods via the internet now grows more crucial day-by-day. With industry bodies like the IMRG – the body for global online retailing – predicting that 20 per cent of the UK’s £300 billion retail business will be ecommerce by the end of 2009, getting ecommerce right is not just an issue of selling, it’s about commercial survival.

May 2012

You need an ecommerce partner

If you expect customers to spend their money on the internet using their credit or debit cards on the pet products and services you are offering, it is simply not good enough nowadays to have a nice, glossy, well-designed brochure for your website combined with an out-the-box order and payment system.

At the heart of every successful website there has to be a sophisticated core engine handling everything from product listings and availability to financial transactions and security. Then, allied to the ‘dark art’ of carefully-refined search engine optimisation [SEO] methods and assuming you have got the product offering right, there is every chance your ecommerce site will experience the type of success you desire of it.

Remember, the website’s core engine is in effect replacing or replicating what happens in the shop or showroom and the manual process of selling. So, like any of your shopfloor sales staff, you have to be able to put your trust in your website to provide a highly proficient customer experience, 24/7.

Pet hate – websites that disappoint

Unfortunately, from high street brands to start-ups, ‘all fur coat and no knickers’ is a phrase which often comes to mind about many of the ecommerce sites I have been asked to troubleshoot over the years. From broken hypertext links to out-of-date information,

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E-commerce

products, customer service and ease of use are crucial from a shopper’s experience, but the site has also got to take orders and process payments seamlessly. Customers need to be treated personally rather than anonymously – give them as much information as they might require about the products such as a minimum of three images if possible, clear product descriptions, size profiles, postage and packing charges and delivery times and availability.

It must also be easy to find – SEO is therefore another critical facet of successful selling on the internet. From a marketing perspective, being top or close to the top in all search engines has to be the Holy Grail and, to do it successfully, is a specialised discipline best managed by experts. I think that having a highly-automated, professionally-managed online presence is now as fundamental to good business practice as having a decent shop-front to trade from used to be. As the credit crunch bites deeper and more companies turn to the internet as a key sales outlet, I expect demand for ecommerce solutions to carry on increasing dramatically.

That’s why technological research and development is hugely important. To that end, ecommerce developers need to be committed innovators in the sector to ensure clients get what they require and that, in turn, their customers get what they want – pleasurable and rewarding online shopping experiences delivered via a highly robust and dependable ecommerce sites where the search, order and payment process is simple, safe and secure.

Fostering customer loyalty

and from slow loading pages to worrying financial processing experiences, they all add up to trouble. Let’s face it, when we are let down by poor ecommerce sites, we never go back – unless it’s so niche that it’s the only website on the entire internet selling what you want – not likely these days!

Fundamentally, there is no point in having an online presence for your business from which you expect to sell products unless the core engine that handles the customer journey is fully capable of providing a smooth, informative and painless experience. Without it, you will experience poor conversion rates and high bounce rates – losing potential customers in droves and making commercial survival even harder.

Analytical tools will tell you some of what is happening – and at what point visitors decided to exit – but they won’t tell you where the real problem lies: very often with the ecommerce engine at the heart of your site. I believe it is absolutely incumbent on web development companies to ensure their clients’ customers always get what they want, but there are too many web services companies out there delivering sub-standard ecommerce solutions, so it is important to drill them for information about their capabilities.

Get the online shopping experience right

It’s not rocket science! To make online retailing a success, developers have to address the basics – design, availability of

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Other key areas to look out for are the ability to offer digital gift vouchers and manage digital currency and the use of social networking sites for promotional activities. I believe the successful delivery of digital gift vouchers and managing digital currency will prove to be an important marketing tool in the thrust to cultivate ongoing customer loyalty. Bespoke ecommerce solutions are now so sophisticated, flexible and robust they can deliver a range of digital marketing initiatives in order to support business aims such as attracting more customers, increasing sales per customer, achieving larger order values and fostering greater word-of-mouth spread.

Integration with social networking sites, encouraging people to enter competitions and prize draws and foster viral marketing, will also become a key facet of successful online trading. Already pet food manufacturers in the US have used ‘publish a picture of your pet online and enter a competition to win vouchers’ as a marketing tool. Social networking sites have also been used to gather information from pet lovers in order to design a new favourite pet treat by one manufacturer, which then flew off the shelf when launched.

So, to help convert your online visitors to loyal customers amid fierce competition – remember the key is to ensure your website is working smoothly on all levels, not just cosmetically. Make sure all of your marketing activities such as digital vouchers and currency are fully supported by the technology and avoid social networking opportunities at your peril. You then have an excellent chance not only of survival, but of true ecommerce success.

Dean Benson has more than 10 years’ ecommerce experience as a founding director at Visualsoft.

Visit www.visualsoft.co.uk for more information.

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Comment

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espite the harsh economic climate, recent research commissioned by the Pet Food Manufacturers’ Association (PFMA) among 2,159 adults confirms that only four per cent of consumers are cutting back on pet food. When compared to other findings, which show 36 per cent of pet owners are cutting back on going out to eat and 16 per cent on their own food, it is clear that our love of pets will ensure pet retailers continue to enjoy a busy year.

Maximising sales in a competitive marketplace If you are looking to drive sales and give your customers an enjoyable shopping experience, good merchandising is key. Michael Bellingham, chief executive of the Pet Food Manufacturers’ Association, has been speaking to his members in an undercover Mary-Portas-style mission to gather top tips for retailers

DO...

1. Keep everything nice and tidy: make sure you regularly clean shelves, products and the store in general. Don’t forget to ensure all products face forward and remove any damaged bags.

2. Make displays simple and attractive: segment your store into categories. Most of you will have dog and cat sections but it’s better to segment even further such as wet or dry and by life stage.

3. Rotate stock and review positioning: sales figures will show which SKUs are the most popular and this will help when positioning on the shelf. Remember, customers will sometimes pick the newest product, so regular checks are important.

4. Price products clearly: stores should have the correct price tickets under the item when on a shelf or, if they are off shelf, they should at least have a poster or price above.

5. Be clear if you are out of stock: if an item is out of stock, a simple shelf marker stating that it’s out of stock and approximate date of availability would help the customer.

6. Use clear signage and good lighting: these can help guide shoppers to key areas. Colour and light helps create focal points.

7. Maximise POS, display materials and manufacturers’ literature: these can help highlight a new product. Small impulse purchases such as toys and collars should be displayed on the shelves or pegs at POS. Leaflets can be displayed at POS or by the relevant products.

8. Use your window: the window is a great way of drawing customers into your store.

Display seasonal items and highlight promotions.

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9. Give good advice: knowledge is key so keep up-to-date with product developments. One PFMA member highlighted that life stage products drive more value per kilo sold than their equivalent adult products. Owners often need advice on these ranges, so ensure you know your stuff!

10. Most importantly perhaps, ‘face-up’! It looks awful when customers walk in and the shop looks empty.

Don’t...

1. Forget to look at your store through fresh eyes: it’s important to try to think about the impression your store gives – it should be inviting and friendly.

2. Offer customers too much choice: some customers get confused and find it hard to choose. One PFMA member advises never to have more than three of any one type of item.

3. Place key products at the front of your store: customers will never venture any

further if you position the most popular items at entry.

4. Position key products too high up: customers shouldn’t have to ask for help reaching the basics.

5. Block shelves and aisles: it can stop customers venturing into your store.

6. Leave dusty bags on the shelves: products should be rotated and cleaned regularly. Dirty products communicate all the wrong messages to customers.

7. Allow windows to become too cluttered: some stickers, posters and seasonal products have a limited shelf life, so remove at the end of promotions.

8. Use damaged shelf strips or display material: torn strips can catch on clothing and ripped posters or damaged display stands simply look unprofessional.

9. Be too perfect: some customers don’t like overly neat displays because they worry about messing them up.

10. Rest on your laurels: make sure in-store and window displays are rotated.

About the PFMA The Pet Food Manufacturers’ Association is the principal trade body representing the UK pet food industry; a key focus of activity is to promote animal welfare and responsible pet ownership. Its 60 members account for over 90 per cent of the market and produce a wide range of products for cats, dogs, rabbits and other pet animals. To find out more or download some useful information sheets for you and your customers, please visit: www.pfma.org.uk

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Summer health care

Here comes the sun

Despite the recent cold snap, Ray O’Mahony MVB MRCVS CVH says that to be forewarned is to be forearmed, and looks at some of the more common health issues encountered during warmer weather May 2012 

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Summer health care

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espite the economic woes, many of us will still holiday abroad this year and it is now easier than ever to take our dogs along with us. Prior to 1 January 2012, dogs and cats entering mainland Europe had to have a rabies vaccination and then wait six months for a blood test to verify the animal had mounted a sufficient immune response prior to travelling. Now, due to recent changes to the pet passport scheme, once a dog or cat has been vaccinated it need only wait 21 days before travelling, without further tests.

All dogs and cats must be microchipped prior to vaccination to allow for identification. A licensed tapeworm treatment must be given by a veterinary surgeon between one and five days of coming back into the UK. This must also be marked in the passport. Tick treatment is no longer mandatory, but given the presence of canine babesiosis, ehrlichiosis and anaplasmosis on mainland Europe, owners would be welladvised to treat their dogs before leaving the UK and to maintain sufficient levels of ectoparasite control while abroad. Other diseases that occur on the mainland include leishmaniosis, which dogs can pick up from sandflies and heart worms, and dirofilaria immitis, which is transmitted by mosquitoes.

Owners should speak to their veterinary surgeon about appropriate control measures such as the Scalibor collar, which provides up to five months’ protection from ticks, sand flies and mosquitoes. The collars take a week to become fully active so should be applied before leaving the UK. For maximum protection against these vector-transmitted diseases, measures which combine these collars with appropriate spot-on treatments are advisable.

The tag line of an RSPCA campaign to highlight the dangers of leaving a dog in a car in warm weather, gained wider fame when used as a name by a band from Scotland

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(Dogs Die in Hot Cars), but unfortunately this sad event still happens every year. High profile cases, as occurred last summer when a police officer left two dogs in his car, are the only ones we hear about. Dogs can die in about 30 minutes on a warm day, and leaving the windows slightly open is not sufficient to prevent such a tragedy. Pet owners should not leave a dog unattended in a car on a warm day for any length of time.

The dangers to dogs of overheating are not just confined to those left in cars. Every summer we see a number of dogs who have done no more than sit outside in the sun all day. Considering our practice is in the south west of Ireland – where summer temperatures struggle occasionally into the mid-20s – the scope for heatstroke is much greater in many parts of the UK, where temperatures in the mid-30s are commonly encountered. The chances of developing serious heatstroke are compounded when exercise is involved. A couple of years ago the clinic received a call about two golden retrievers who had been out running on the beach while their owner rode a quad bike. The owner reported they had looked very weak on the way back to the car and that one had collapsed and was vomiting.

By the time they arrived at the clinic one had died and the other was fitting uncontrollably and died within 10 minutes of arrival.

The real tragedy of events such as these is that they are caused entirely by people’s thoughtlessness. A dog cannot sweat the way we can, or horses can, to reduce its body temperature, it has only a limited number of sweat glands around its foot pads. The only way it can significantly control its temperature is by panting, which allows water to evaporate from its mouth and respiratory tract, thus cooling the dog. However panting is an active procedure and generates its own heat and uses energy, unlike sweating. The thick insulating coats of many breeds only compound this inability to reduce their

bodies’ core temperature. Many dogs don’t have the sense to get out of the sun as they warm up, in the same way many people don’t have the sense to get out of the sun as they get sun burnt, until it’s too late. Overweight, old and brachycephalic breeds (those with short muzzles like boxers, bulldogs and pugs) are much more likely to overheat than other breeds. Dogs with heart conditions are also at risk of serious complications if they are allowed to become too hot.

Advice on keeping dogs cool in the heat should include not allowing them to sit outside in direct sunlight during the warmest parts of the day. Avoid exercise on hot days; wait until it cools in the evening. Make sure dogs always have access to water. Signs to look for of overheating include excessive panting while looking uncomfortable and red mucous membranes including tongue, gums and conjunctiva, these will later turn pale or grey as the condition gets worse. Dogs may be unwilling or unable to stand or walk, and in the later stages exhibit such symptoms as vomiting, diarrhoea, collapse and shock, often with fitting. As first aid, dogs should be hosed down with cold water, the head and inner thigh area has blood vessels close to the surface so allows the dog to cool more quickly, but owners should avoid cooling the dog too quickly, as can happen with ice packs and icy baths as they can go into shock.

Water can be given in small quantities but only once the panting has eased somewhat, as dogs can develop bloat due to swallowing large volumes of air while trying to drink.

Veterinary assistance should be sought for all cases of over-heating because complications can arise in the following days.

Another condition that we always notice a big increase in during the summer is skin disease. The increase in temperature and humidity coupled with the increase in pollens, fleas and other contributing allergens all combine to make the summer the itchiest time of the year. Next month’s article looks in detail at canine skin disease, so I will leave it at that for now.

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Summer health care

On the shelf

A range of products and accessories to get in stock for the summer months

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hether it’s preventing sand irritation or offering protection from hot pavements, Pawz are disposable, reusable and waterproof dog boots, which have been designed to be one of the most natural feeling boots a dog can wear. They slip on easily and fit securely without zippers or straps and allow the dog full paw motion and complete freedom of movement. They are made from 100 per cent natural rubber, are completely biodegradable and can be used to stop post-surgical infections. Supplied

by Collarways, Pawz dog boots come in seven sizes and each pack has 12 boots, which can be used several times.

Information: 01747 832 050 or www.collarways.com A 100 per cent natural and proven solution to help prevent urine burn patches appearing on lawns, shrubs and hedges, Dog Rocks are hassle-free, non-medicinal and easy to use, as founder of Dog Rocks UK, Carina Evans, explains: “You wash off the rocks and place them in your dog’s water bowl, refresh as usual and simply add new ones every two months.” They are 100 per cent natural; your customers will not be medicating their dogs in any way; and Dog Rocks are endorsed by vets worldwide. They are also ideal for use at this time of year, as Carina concludes: “As we approach the summer people are enjoying the outdoors with their pets more and more. Dog Rocks provide the perfect natural solution to aid this.”

Information: 01628 822 243, info@dogrocks.co.uk or www.dogrocks.co.uk Dog walking can be the most relaxing and rewarding time of the day, but can also be the most stressful with a dog that pulls! Gor Pets says: “It doesn’t have to be that way with the revolutionary and award-winning DOGe-walk and DOG-e-walk Premium.” These devices use ultra-sonic signals to stop unwanted pulling and have an in-built sensitivity so that the harder the dog pulls, the louder the signal becomes. They also have four settings to allow for mild to extreme pulling. The DOG-e-walk premium has the additional feature of a remote training device for stopping barking or jumping.

Information: www.gorpets.co.uk CRANIMALS ORIGINAL from Natural Pet Products is made from certified organic cranberries.

Cranberries contain proanthocyanidins (PACs) which inhibit the adhesion of Escherichia coli, the bacteria responsible for 80 to 90 per cent of urinary tract infections. CRANIMALS ORIGINAL is especially suited for animals with poor kidney function or urinary tract problems. The phytochemicals found in cranberries are also anti-carcinogenic, anti-angiogenic, antiinflammatory, anti-bacterial, anti-viral and antioxidant.

CRANIMALS ORIGINAL can be easily added to a pet’s

May 2012

daily diet to boost health and vitality and it is also recommended to help prevent the recurrence of struvite stones and can help prevent tear staining.

Information: 01926 311 514, sales@naturalpetproductsltd.com or www.naturalpetproductsltd.com Anti-LickStrip from Nurtured Pets is a unique nose and taste deterrent to stop dogs and cats licking, biting and chewing insect bites, hot spots, minor wounds, lick granulomas and surgical sites. The two pack presentation is an ideal addition to a pet’s First Aid Kit. It contains cayenne pepper, oregano, lemon powder and peppermint, which are laid onto a medical grade hypoallergenic adhesive, proving to be highly effective in deterring constant licking. Place above, below or around an insect bite or minor wound, leaving the area to heal exposed to the natural environment.

It is also available in six pack presentations for multidog households and for cats and dogs with obsessive lick behaviour.

Information: 024 7630 2222, sales@nurturedpets.co.uk or www.nurturedpets.co.uk Royal Canin forecasts a lively summer, with its ‘Sprint into Summer’ promotion, designed to drive sales and encourage owners to get their dogs active! Agility equipment including hurdles and tunnels are available with the purchase of six kilogramme bags or larger from the Size Health Nutrition and Breed Health Nutrition ranges. MAXI Adult Body Condition joins the range, to support the increased energy needs and muscle support requirements of dogs with a muscular morphology including breeds such as the greyhound and doberman.

Retail marketing manager Gemma Duffield says: “Dogs and owners enjoy being active together and this promotion is designed to encourage more people to give agility a try, even if it’s just in the garden!”

Information: 0845 300 501 or www.royalcanin.co.uk Dorwest’s Garlic & Fenugreek Tablets and Mixed Vegetable Tablets are both licensed herbal medicines to treat skin conditions and work synergistically to achieve optimum results in cooling the skin and relieving irritation. Both products are among the company’s top 10 best sellers and provide a safe, effective and long term solution. They have over 20 anti-inflammatory compounds and 10 painkillers as well as antibacterial, antiseptic and antihistamine properties. Other health benefits include stimulating the immune system, fighting infections and helping to deter fleas and ticks.

Free information leaflets on skin problems are also available upon request to help support product sales.

Information: 01308 897 272

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May 2012

Social services Lucy Brett, veterinary advisor at Ceva Animal Health, discovers how pet owners can help puppies settle into new homes and develop into happy, confident adult dogs

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s a society we expect a lot from our dogs. We expect them to be able to cope in a vast range of different social and physical situations. Many dogs cope with all the changes we throw at them with ease, however some dogs need to be taught about the changes they may encounter including different places and people. Without this, many dogs never develop the skills they need to cope with the modern world and may become anxious and scared when attempting to deal with anything new or different. Unfortunately, this fear can lead to some dogs developing behavioural problems, including being nervous of people, travelling or even aggression, which has been shown to lead to the euthanasia of many thousands of healthy dogs each year.

What causes puppies to develop into anxious adult dogs?

Well, there are three main factors: genetics, learning and the environment. Nervous parents produce nervous puppies, and while some of the associated behaviour may have been learnt from their mother after birth, there is certainly evidence to suggest that genetics also plays a part. If someone comes to you seeking advice before purchasing a puppy you should remind them that they need to assess not only the breed, but also the parents before deciding to take a puppy on.

The most influential time in terms of behavioural development

May 2012 

(when the puppy starts to learn how to cope with people and things in its local environment) is between four and eight weeks of age, and to make it as easy as possible for the puppy, and to help prevent potential problems, owners need to look for a breeder establishment that most closely resembles their home.

Settling into new surroundings is a stressful and disorientating process for a puppy. It is usually the first time the puppy has spent any time alone, separated from its siblings and its usual source of comfort and reassurance – its mum.

Many puppies will cry for the first few nights in the new home, but owners may not want to encourage the dog to rely on them for emotional support, as this may pre-dispose the puppy to separation problems in later life. We want puppies to be independent enough to sleep on their own, however we don’t want to unduly stress the puppy. Between six to 16 weeks of age a puppy is in the socialisation phase and at its most sensitive. This is when its perception of the world can be easily and permanently influenced by new experiences and encounters.

To help comfort puppies while allowing them to learn to sleep alone, vets usually recommend installing a pheromone diffuser.

This releases a copy of the natural chemical message a mother will use to comfort her puppies. The pheromone diffuser can help the puppy cope better with the change and reduce the chances

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Puppy socialisation

of it adopting attention-seeking behaviour when left alone.

These pheromones are identical to those released and used naturally by a dam to comfort and reassure her puppies. Over many years of research we have learnt how to make a copy of this ‘chemical signal’ and now use these pheromones to comfort rescue dogs in shelters and to help puppies enjoy meeting and learning about the world around them.

Owners will often seek advice and some simple guidance can be very helpful. Correct training while the dog is in the more receptive socialisation phase dramatically increases the likelihood that the dog will stay in its new home for life. However, it is also vital that steps are taken to ensure these early experiences are positive and the dog is able to cope appropriately with each new stimuli.

As mentioned, a young dog must not be overwhelmed throughout this period, as both an undersocialised puppy and/or one that becomes highly stressed during its first encounters may never enjoy new experiences and is more likely to develop anxiety-related behavioural problems in later life. These include general nervousness, noise phobias, separation anxiety and even fear aggression.

Again, the man-made maternal pheromone can be very helpful.

Fitting a pheromone collar at this stage can not only help reduce night time disturbance and other stress-related behaviours, but has also been shown to dramatically influence a puppy’s development helping it grow into a well-behaved and confident adult dog.

The use of these collars is now standard practice by many of the assistance dog charities like Hearing Dogs, and is believed to be

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helping their dogs learn faster and enjoy meeting new people.

Puppy classes, when properly carried out, can be very helpful, however if you do recommend any in your local area, make sure you have attended at least one class, so you can be sure they use appropriate reward-based methods.

There is lots of proof now that shouting at, or punishing dogs leads to aggression in later life and so it is important you feel comfortable with the methods used by anyone you recommend.

Finally, owners should also be aware that at 18 months of age dogs will go through the adolescent phase. During this stage the dog may appear more nervous and reserved and may require support to cope appropriately when meeting new people or visiting new places. This is also the most common age for a dog to be rehomed and behaviour is still cited as one of the top reasons for owners relinquishing their dogs into care.

To avoid problems later on owners are encouraged to make sure they know as much as possible about correct socialisation before taking on a new puppy. However, if you or an owner becomes concerned about a puppy’s behaviour at any stage, seek professional advice as soon as possible. Dogs rarely grow out of anxiety-related behaviour problems and it is much easier to resolve issues while the dog is still very young. For more information or to find a qualified behaviourist in your area, visit www.apbc.org.uk Ceva Santé Animale is a global veterinary health company focused on the research, development, production and marketing of pharmaceutical products and vaccines for pets, livestock, swine and poultry. For more information visit www.ceva.com

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Focus on

Focus on…

collars and leads Naida Ally takes a look at collars and leads and explores items currently on the market

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hile collars and leads may seem selfexplanatory, certain types will suit the different needs of animals and their owners.

Knowing the difference between the styles, materials and their functionalities will arm you with the knowledge to ensure you’re providing the most suitable product to suit your customers’ requirements.

Collars obviously serve multiple purposes – they’re useful for identification, walking, training and also fashion accessories.

Although less likely to be used for walking and training in cats, it is not unheard of, as a surge in cat leads has brought with it a wider variety of and consideration for cat collars.

There are a multitude of collars for everyday use on the market. These can consist of quick release plastic caps or

May 2012

metal buckles and will more often than not attach to a lead (if for dogs). Martingale collars, also known as ‘greyhound collars’ or ‘limited slip collars’ are designed to prevent dogs from slipping out of collars while walking on a lead by tightening slightly. A stopping mechanism prevents the collar from closing completely.

Head collars or ‘halters’ resemble muzzles but their purpose differs entirely.

Acting as a harness for the head, they are intended to help train a dog to walk on a lead. Harnesses are designed for a dog’s chest and abdomen and a lead can be attached to the top of the harness. Some dog owners prefer harnesses over collars, especially for dogs with a tendency to pull, because they put no pressure on the neck.

Harnesses are ideal for dogs with medical problems in the neck and airway and are also available for cats.

Leads are a necessity in dog walking, but also a valuable training tool. A standard six inch leather or nylon lead is perfect for both walks and basic obedience exercises, but won’t allow instructions to be given to dogs over long distances.

A retractable lead that can extend 25 to 30 inches can be useful for lead training a puppy, or for teaching the stay command, but at that length, will not be the best way to keep a dog under control. When it comes to size and width, it is dependant mostly on the size of the dog – larger dogs require wider leads. The leash length depends on what is most comfortable for the owner, while giving the most control.

Another point to bear in mind is that customers should be advised to have more than one lead regardless of the quality of a product – accidents can always happen and it’s far better to be safe and be prepared.

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Focus on

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Hemmo and Co Hounds for Heroes provides specially trained assistance dogs to injured and disabled men and women of the UK armed forces and civilian emergency services. Hemmo and Co welcomes the opportunity to work with this invaluable charity by providing Hounds for Heroes trainees with a collar and lead set and by donating £1 for every collar and lead set sold. The smart, durable leads and fully-adjustable collars are available in the following colours and sizes: blue (with red trim) one inch by 18 to 24 inches; red (with blue trim) and blue (with red trim) 3/4 inch by 12 to 18 inches; and red (with blue trim) 1/2 inch by 8 to 12 inches.

Information: 0151 632 1125, www.hemmoandco.co.uk or www.houndsforheroes.com

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The Canny Company The Canny Collar is a simple dog training collar designed to stop pulling on the lead and make walking a dog a pleasure. “Comfortable, kind, safe and effective, its revolutionary behind-the-head design makes it easy to fit and simple to use, transforming even the worst pullers into happy, well-behaved pets,” says the company. Voted Best New Product by the UK Pet Product Retail Association, the collar has been used by dog walkers worldwide since its launch. All products are designed by experts and backed by experience of dog behavioural training and education. The Canny Company works with organisations such as the Guide Dogs for the Blind Association and the RSPCA to help train and rehome dogs, plus training groups such as the Association of Professional Dog Trainers to provide them with the tools they need to achieve the best results. It regularly donates to rescue shelters, dog charities and local training groups to help them continue their fantastic work.

Information: 01630 620 462 or info@cannyco.com

Collarways  

Lupine, the maker of the popular ‘guaranteed even-ifchewed’ collars and leads, has joined forces with Flexi, the “number one” manufacturer of retractable leads. All Flexi leads feature precision German engineering. The Classic Lupine Patterned Flexi is designed to retract and extend smoothly and features the patented Flexi breaking system, an ergonomic handle and a lifetime warranty.

Now there is a choice of seven great Lupine patterns to match some of the favourite Lupine collars and harnesses. Lupine Flexi leads are available in three sizes from Collarways.

Information: 01747 832 050 or www.collarways.com

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PetSafe Responding to customer demand, PetSafe has expanded its training lines and introduced a traditional and practical method of training with the Easy Walk range of headcollars and harnesses.The Easy Walk Harness is ideal for dogs that constantly pull on the lead. A unique front-chest lead attachment rests low on the dog’s breastbone and stops pulling by steering the dog to the side. Unlike traditional collars, the harness doesn’t cause coughing, gagging or choking and quick-snap buckles make it easy to put on and remove. It also comes with four adjustment points and is available in five sizes and two colours. The Easy Walk Headcollar provides another comfortable option to train and steer dogs to prevent annoying pulling, lunging or jumping. Based on a simple nose loop, the headcollar is made from soft, nylon material and is lined with a comfortable felt pad. Usefully, it’s compatible with most leads and is available in three sizes and two colours.

Information: www.petsafe.net

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Gor Pets The Patento Pet range, exclusively distributed in the UK by Gor Pets, offers a range of collars and leads designed to make dog walking a stress-free time. The Dog-e-lite is a lightweight, solar-powered light clipped onto to the lead so that it always shines in the direction the dog is facing – ideal for night time walks. The Anti Bite lead has an infusion of chilli pepper within the fabric to stop chewing and for flexibility, the Vario leash can be used as a long leash or a coupler for walking two dogs. You may think a collar is just a collar,” says Gor Pets, “but when it’s a Patento Pet collar it has an innovative integrated short leash. This revolutionary idea allows quick and easy control when the dog is off the lead and is perfect for walking large dogs.”

Information: 0121 580 4984, info@gorpets.co.uk or www.gorpets.co.uk

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Microchipping

A chip off the old block PetSafe veterinary consultant David Chamberlain explores the role of microchip technology in the pet sector

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he decision to introduce the compulsory microchipping of dogs across Northern Ireland in April is sure to spark much debate in this country. Numerous organisations have been calling for similar legislation in the UK, including the Royal College of Veterinary Surgeons (RCVS), the governing body for vets in the UK. It supports the compulsory microchipping of dogs, but does not support the compulsory scanning of pets by vets.

Superficially, this seems rather strange, but the RCVS explains that a vet’s primary role is as an animal health and welfare provider and some people may be reluctant to visit a vet if they know their pet is going to be scanned for a microchip. The RCVS believes that nothing should deter an animal carer from seeking veterinary attention for their pet and it does not think that vets should be the “microchip police.”

In 2009, the British Veterinary Association (BVA) stated that it supported compulsory microchipping of all registered pedigree dogs to facilitate the reporting of hereditary health problems. In 2010, the BVA tried to formulate a policy on microchip scanning but this still remains in draft form, as its stakeholders have been unable to arrive at a general consensus. The BVA appears to be in conflict with itself, with one past president suggesting that if the BVA supports compulsory microchipping, it also has a responsibility to support compulsory microchip scanning in practices. However,

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other stakeholders felt this was too onerous a task to expect vets to undertake. The compromise appears to be in support of the scanning of new patients but allowing vets to formulate their own policies.

Since 2005, the charity Dog Theft Action has been calling for compulsory microchipping and has instigated campaigns such as ‘Vets Get Scanning’ as veterinary professionals are, without doubt, in an ideal position to assist with the repatriation of lost and stolen pets.

However, as highlighted by the RCVS, care has to be taken to prevent such campaigns from discouraging owners from seeking veterinary care and this has been cleverly managed by utilising veterinary receptionists to scan dogs in waiting rooms. It’s always a good idea to scan microchips annually to ensure they are functioning properly and have not migrated.

Vets occasionally find themselves at the centre of disputes about the ownership of pets. An owner may bring its pet to see a vet but, when the pet is scanned, the microchip number indicates the pet’s registered owner is someone else. The RCVS provides guidance for vets in such situations and, in essence, the vet should take steps to inform the registered owner about who is in possession of their pet. The registered owner will always trump the person in possession of the pet at the time of identification. If ownership disputes cannot be resolved – and the current pet owner refuses to inform the registered owner they have the pet – the vet may breach client confidentiality to inform the registered owner. This is one of the few situations where the RCVS permits client confidentiality to be broken. The person named as the owner of a pet on the microchip registration is often used to resolve ownership issues between partners in cases of separation and divorce.

If the vet suspects that a pet is stolen following conflicting ownership information as a result of the microchip registration, they may involve the police to resolve the matter.

Currently in the UK there is no legislation controlling who can microchip animals or at what age the procedure is carried out. Anyone can inject a microchip into a pet subcutaneously (under the skin) at Currently in the UK there is no any age, but only vets can microchip horses. legislation controlling who can The RCVS understandably has concerns microchip animals or at what age regarding the current situation because poor the procedure is carried out injection technique can result in severe injuries.

Currently the RCVS recommends that in

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Microchipping

6,404 of the 121,000 stray dogs taken in by local authorities in 2010 were euthanased when compulsory microchipping could have saved many of these dogs’ lives situations where the microchip is injected anywhere other than subcutaneously, a vet should do it.

The international veterinary community has been working for a number of years to standardise microchip implantation for various species of animals. For dogs and cats there are currently two recognised implantation sites in use – in Great Britain and the Republic of Ireland, it is subcutaneous on the dorsal midline, just cranial to the shoulder blades or scapula; and in the rest of Europe, it is subcutaneous in the middle region on the left of the neck. For most other companion animals including horses, it is recommended that microchips be injected subcutaneously on the left side of the neck. However, there are differences for birds, fish, reptiles and certain animals in zoological collections. In some of the more exotic species, it is recommended that the microchips are implanted into deep tissues or body cavities and this, according to the RCVS, should only be done by vets.

The EU intends to consolidate the legislation surrounding the Pets Travel Scheme (PETS) and one of the subjects raised is the possibility for each country to create a list of authorised qualifications that people need to be able to implant microchips. Authorised microchipping qualifications vary from country to country within Europe. For example, in Austria, Belgium, Greece and France only veterinary surgeons can implant microchips into animals. Currently in the UK anyone can microchip animals other than horses. If this consolidation of PETS legislation is adopted, the UK authorities will have to decide which qualifications to accept for authorisation of microchipping.

Training providers such as the College of Animal Welfare (CAW) currently offer one-day courses to teach microchipping. The CAW courses do not just teach implantation technique but include all of the issues associated with microchipping, including paperwork and microchip migration. The Microchip Advisory Group (MAG) –

which is a part of the British Small Animal Veterinary Association (BSAVA) – advises that microchipping students should implant at least two animals to a satisfactory standard before they are accepted as competent. Some microchip and scanner suppliers also provide implantation training such as Peddy-Mark. Breeders, retailers, groomers – in fact anyone with a desire to implant microchips into pets – can receive training and equipment supplied from companies such as Peddy-Mark.

One of the conclusions of The Independent Inquiry into Dog Breeding (2010), led by Professor Sir Patrick Bateson, was that all dog breeders should be obliged to ‘indelibly identify’ their puppies with a microchip before they were sold on. Implanting microchips into puppies and small animals comes with many challenges including problems with restraint and microchip placement. The younger an animal is when it is microchipped, the more the microchip will potentially move as the animal grows. A new generation of microchips, which are about half the size of normal microchips, has just been approved by Defra. These mini-microchips from Micro-ID are 1.4 millimetres in diameter and 8.5 millimetres long and are ideal for small animals.

Dogs Trust has recently formed the Microchipping Alliance which brings together over 15 stakeholders in the animal welfare sector.

It is campaigning for the compulsory microchipping of all dogs in the UK and for owners’ details to be kept up-to-date on a national database. More than one third of the UK’s 8.2 million pet dogs are not identified with microchips. Consequently, 6,404 of the 121,000 stray dogs taken in by local authorities in 2010 were euthanased when compulsory microchipping could have saved many of these dogs’ lives.

If more dogs were microchipped, more strays could be returned to their owners, reducing anxiety for owners and dogs and costs for local authorities.

There are many companies and organisations that have interests in microchipping – some from the point of view of regulation, others for animal welfare and obviously there are commercial interests involved.

I was a practising vet for 20 years and was responsible for inventing the first ever microchip pet door, the Petporte smart flap®microchip.

As a vet I am a scientist by nature, which makes me very inquisitive and questioning. Back in the late 1990s, I saw many cases where cats were injured by their collars and utilised microchip technology to only allow the pet owners’ cat entry to the home, without the need for a collar to be worn. As I mentioned at the beginning of my piece, it’s fascinating that such a small device can spark such a wide amount of debate and, one thing’s for sure, the debate will roll on.

PetSafe is an industry leader in pet training, containment, safety and lifestyle product solutions and the company’s product line-up includes a wide selection of pet doors including the Petporte smart flap®-microchip.

For more information about PetSafe products visit www.petsafe.net

Supplier Listing Bow Wow Meow: www.bowwow.com.au Petsafe: www.petsafe.net Sureflap: www.sureflap.co.uk U-Marq: www.u-marq.com

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Small animal foods

Small but perfectly formed Often overshadowed by the vast cat and dog food sector, small animal foods are now becoming a formidable growth area with product ranges to cater for ever more discerning customers

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ess than a decade ago, owners of small animals had very few options when it came to purchasing food for their favourite pet and little information on what constituted a healthy diet. In fact, many mistakenly believed that feeding these animals fruit and vegetables would provide all the nutrients they needed. Today, there is greater awareness about offering small animals a balanced diet and many companies are now producing specificallytailored foods for pets such as rabbits, hamsters and gerbils.

One of the leading innovators in this field has been Burgess Pet Care – the first company to identify fibrevores (rabbits, guinea pigs and chinchillas) as a distinct sub-category of small pets that require a specific feeding regime to ensure their dental, digestive and emotional health. Together with leading small animal vets and nutritionists, the company developed the Excel Feeding Plan – a five-stage guide to help owners provide their pets with a balanced, healthy diet across a complementary range of high fibre foods, which include herbage and forage; extruded, nutritionally-balanced nuggets; specially tailored snacks; fresh greens; and plenty of fresh water.

Prior to this, pet rabbit and guinea pig food brands consisted largely of muesli-style mixes, which encouraged the rabbits to ‘selectively’ feed. Harcourt-Brown (1996) found that pet rabbits offered mixed diets tended to favour the flaked peas and maize, which are high in starch and low in calcium. Burgess was at the forefront of the move towards pelleted or extruded, high fibre diets, which addressed the issue of selective feeding and ensured owners understood that good quality hay should make up the largest proportion of their pets’ diets.

Major developments have also taken place in the creation of an easy feeding programme for pet owners. Up until now it was always thought that no single food could supply fibrevores with all of the fibre and nutrients they needed as the technology simply didn’t exist.

However, Burgess has now developed Excel Complete Food Cubes, which it markets as the UK’s first truly complete food to meet the needs of rabbits and guinea pigs. Head of marketing for Burgess Pet

May 2012

Care, Justin Heaton, says: “Studies have revealed that foods labelled ‘complete’ are generally fed alone, without the hay necessary for fibrevores. As the UK’s leading veterinary brand for fibrevores, we felt obligated to create a hay-based, truly healthy, 100 per cent complete food to ensure that pets are being correctly fed.”

The Excel Food Cubes consist of compressed cubes of long fibre, Timothy hay for dental and digestive health, together with high fibre tasty nuggets, which contain short fibre, supplements and prebiotics, also necessary for digestive health and to promote foraging.

Justin adds: “It is fantastic to see the positive shift in awareness as to the dietary needs of small pets over the last 15 years since Excel was first created. The Excel range of premium food continues to grow and innovate in accordance with consumer preference and demand, offering choice across a range of options and delivering great margins for retailers, without compromising the health of these pets.”

Supreme Petfoods was one of the first manufacturers to sell pet owners the muesli-type mixes with the introduction of Supreme Original Russel Rabbit over 20 years ago. A further range of speciesspecific products was then followed with Gerty Guinea Pig, Harry Hamster, Reggie Rat, Charlie Chinchilla and Gerri Gerbil. Today the company is the only European manufacturer that solely produces diets for small animals, and as pet owners’ tastes have become more sophisticated, and awareness of the dietary needs of small animals has grown, so the company has expanded its range.

Alongside the familiar Original brands, the company also offers its Science Selective range, designed to combat the problem of selective feeding. Providing a nutritionally complete, market-leading, 25 per cent high fibre diet for rabbits, as well as diets for guinea pigs, chinchillas, degus, hamsters, mice, ferrets and rats, the company says: “Selective is the number one range of vet recommended diets for small furries. It is rich in natural ingredients and contains zero added sugar, which is reflected in the new-look, consumer-driven design of the packaging.”

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Small animal foods

Burgess Pet Care

Supreme

Friendship Estate

At PATS this year, Supreme took this concept a stage further with the launch of Fibafirst, which it describes as “a new generation of guinea pig and rabbit food, developed alongside veterinary experts to meet not only the nutritional needs, but also the environmental enrichment of pets.” Developed in conjunction with specialist rabbit vets, and pioneered by the company’s nutritionist and product developer, Nick Thomas, Fibafirst combines long chain fibre with essential vitamins and minerals to create what the company calls, “a unique Monoforage diet that caters for natural feeding behaviour of rabbits and guinea pigs.”

Many manufacturers of small animal foods now recognise that wherever possible, the diet should mimic that of their wild counterparts. Burns’ nutritionist Fiona Campbell, author of The Hay & Greens Diet and Bonding Rabbits, says: “Hay and grass should form the bulk of the diet, followed by vegetables (especially green, leafy veg) and wild plants. The pellets or muesli-type dry foods are usually high in fat and low in fibre and they should be kept to a minimum.”

Burns Pet Nutrition’s product range includes a variety of hays, which is seen as the foundation of feeding, along with herbs and treats such as coltsfoot, dandelion and willow sticks.

It is vital that rabbits, guinea pigs and chinchillas are fed on a high fibre diet as it not only prevents dental problems, but also digestive upsets, obesity and flystrike. Burns offers a convenient way for owners to ensure their rabbits get an adequate supply of fibre with its handy Bunny Bag. It contains an extensive mix of products including Welsh Meadow Hay produced on its Carmarthenshire farms from flowerrich pastures and the naturally low fat Carrot Treats that can be fed to dogs, rabbits and other small animals. It does not stock pellets, flaked foods or cereals explaining: “Commercial dried pellets were originally developed to promote weight gain for meat production, Even today, they tend to be too low in fibre and too high in protein and carbohydrates.”

Yorkshire-based farming and feed manufacturing business Friendship Estates has developed a 100 per cent natural feed, which it says “is more nutritious than hay, yet still contains the digestible fibre

essential for your animal’s health.” The Friendly ReadiGrass is made via a unique low-temperature drying process that removes only the water, leaving the fragrant aroma, vibrant colour and high nutritional content of fresh grass. The drying process also sterilises the grass, killing virtually all parasites, mites, fleas and fungal spores and as the company adds, “it is full of natural flavour, sealed in by the drying process to ensure palatability, tempting even the fussiest eaters and reducing wastage.”

Small animal foods are clearly offering excellent business opportunities for companies who are investing in technology and demonstrating a genuinely innovative approach to the development of their foods. One organisation keen to change the face of this category is Mr Johnson’s, a family-owned firm which has been producing animal feeds for over 100 years. It offers both blended muesli mixes and an Advance range of rabbit and guinea pig foods in single extruded nugget form. It recently re-launched all of its products, saying: “We have improved formulas resulting in a huge step forward in the development of small animal food.” The key ingredient is Verm-X, which has been added to all formulations and is a veterinaryapproved blend of 11 herbs chosen for their effective properties in supporting the intestines and helping to look after the health and wellbeing of small animals. The company adds: “The herbs in Verm-X are 100 per cent natural and have been used for centuries as a natural way to control intestinal health supporting the pet during periods of intestinal challenge.”

Although the small animal sector of the pet food market may still be overshadowed by the ever-growing demand for cat and dog foods, it is clear that purchasers of feeds for their smaller-mouthed pets are developing a healthy appetite for an increasingly innovative and advanced range of products. In response, manufacturers are working hard to grab customers’ attention by turning the spotlight on hays, herbs, flowers and forage plus concentrates that promote healthy feeding.

Burns Pet Nutrition

Supplier Listing

Mr Johnson

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Burgess Pet Care: www.burgesspetcare.co.uk Burns Pet Nutrition: burnspet.co.uk Friendship Estates: www.friendshipestates.co.uk Mr Johnson’s: www.mrjohnsons.co.uk Supreme Pet Foods: www.supremepetfoods.com

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Chickens

Coming home to roost

With a boom in backyard chickenkeeping, qualified veterinary nurse Lisa Hopkins looks at the reason for their popularity and how customers are best advised to care for their needs

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Chickens

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en ownership in the UK has always been popular, but in recent years a growing demand for ethicallyproduced free range eggs, the rising cost of eggs in supermarkets; the need to rehome ex-battery hens; and general ‘hen awareness’ have created a new breed of hen owner, wanting their slice of the suburban good life.

Owning chickens can be great fun.

Chickens make excellent gardeners, removing all kinds of bugs and insects, producing natural fertiliser and best of all they provide a fresh supply of eggs, which are naturally lower in cholesterol and higher in vitamin content than mass-produced eggs.

The decision to keep hens in the garden or on an allotment is not one to be taken lightly – chickens need daily care and regular treatment for a range of common ailments.

A home from home

Anyone considering owning chickens for the first time should be advised to provide a coop that can be regularly moved, which will help prevent disease and allow the chickens to access fresh grass.

The coop should allow each hen about four square feet of floor area, with sufficient outside space. It also needs to be predator-proof, provide adequate ventilation and remain warm in the winter. Ideally, chickens should have space to run round outside, yet remain safe from predators. A fenced run is the answer, made from wood and the eponymous chicken wire, which will keep foxes, rats and other household pets out. The fenced run also offers another layer of protection when the hens are in the coop at night.

The coop and run should offer chickens enough room to access the food and water without the birds fighting for space – this will help prevent dominant birds from bullying the weaker ones. The ideal perch should allow each bird about a foot of space and be removable for easy cleaning.

Hygiene is vital where chickens are concerned and everything will require regular cleaning and disinfecting. The bedding in the coop should be either straw, sawdust or wood chippings and, again, it should be changed regularly, with the coop disinfected every time the bedding is removed.

Owners should choose a site with good drainage and ensure chickens always have access to grit to aid digestion. Constantly wet or boggy land is more easily infected with parasites and will not produce the good grass healthy chickens need. Mental stimulation can be provided for these generally curious birds, by hanging up old CDs to catch the light or a whole cabbage for the chickens to peck at.

require owners to watch for the early signs of common poultry conditions. A chicken’s crown is a good indicator of the bird’s health and it should be a strong, red colour.

Healthy chickens have bright, beady eyes and the smooth scales on their legs and feet should show no sign of lifting.

On the whole, chickens are easy to care for and most problems can be avoided with careful attention to hygiene in and around the coop and run. However, there are certain health issues that owners need to be aware of to keep their chickens in tip top condition: Moulting – chickens generally moult around a year old and this can drain the birds of a lot of energy, though there are a number of supplements on the market that can be offered to help the birds through this period.

Red mite – this is the most common mite to affect chickens. They come out at night to feast on the birds’ blood and during the day hide in the hen house under perches or in the nesting area.

Northern mite – these black mites spend all of their time on the bird and an infestation can cause anaemia. The symptoms can include a scabby comb, face and wattles. Both mite infestations can be treated with a relevant poultry mite powder, which can added to a dust bath. Owners should also remember to treat the coop with a suitable product, which will protect it for several months. Many of these products will also eradicate lice.

Scaly leg – is caused by mites burrowing under the scales on the legs, which causes discomfort and makes it hard for some chickens to walk. A suitable cream or ointment can be rubbed on to eliminate the troublesome mites and soothe the legs of any affected chicken.

Worms – round and tapeworms are the most common worms to affect chickens and owners should treat chickens twice a year with an approved product, which should be used as directed.

Coccidiosis – is a parasitic disease that will generally only affect large flocks of chickens and is rare in small garden flocks. Signs of infection may include bloody droppings, high mortality, general drowsiness, emaciation, loss of appetite and a drop in the number of eggs being laid – if in doubt consult a vet.

Lisa Hopkins is a qualified veterinary nurse with 14 years’ experience. She heads the Johnson’s Customer Care Support Team, offering free advice to pet owners and pet shop staff.

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Boxing clever

To lay eggs, most chickens prefer somewhere secluded, away from the other birds. Owners should provide one nest box, approximately 18 inches square, for every four birds and line it with soft, dry litter.

Placing the nest boxes lower than the perches will help prevent birds from sleeping in them and will also help keep the boxes and the eggs cleaner. The nest boxes should be easy to open – ideally from the outside – to avoid frightening the birds.

In good health

Generally, ex-battery hens will be healthy, just a little weak from lack of exercise. Chickens that have been reared specifically for freerange egg laying will have been vaccinated as chicks, but will still

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Chickens

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ccording to poultry breeder Suzie Baldwin, “keeping chickens is seeing one of the biggest revivals in the UK since World War 11.” The NFU Poultry Board currently estimates there are three million hens now being kept in people’s back yards. Suzie believes that part of the reason for their rising popularity is that they are relatively easy to look after. Her own interest in chickens goes back nearly 20 years when reaction to keeping them was viewed somewhat differently. She says: “It was looked upon as an odd, even bizarre, thing to do and I was regarded as madly eccentric.” Today, it’s developed into an increasingly popular pastime attracting all ages and people from all walks of life.”

Although Suzie admits the initial set-up cost can be relatively expensive, the general upkeep can work out as little as three to five pence a day or £14 per year. With the price of eggs rising by almost 40 per cent since 2010, it’s easy to see why this is rapidly becoming one of the fastest growing and most profitable hobbies in the UK. Suzie and her partner Graham Page run Golden Valley Poultry in Surrey where they breed and sell a wide range of point-of-lay chickens for purchase. She is also the author of Chickens: The Essential Guide to Choosing and Keeping Happy, Healthy Hens (Kyle Books, photography

by Cristian Barnett). This comprehensive guide for both the beginner and the more experienced chicken keeper offers advice on feeding, housing, health, behaviour and their day-to-day care.

On the shelf Copdock Mill has introduced a new poultry feed for both seasoned chicken-keepers and those new to the hobby. Poultry Gold contains layers pellets, cut maize, wheat, poultry grit, oystershell, cut peas and linseed – all your customers need to keep their birds happy and laying. It is available in 20 kilogramme and 3.5 kilogramme bags, as well as an easy storage 3.5 kilogramme tub.

Information: 01473 730 246 or www.copdockmill.co.uk

Copdock Mill

Boredom is a major concern for hen keepers and Spikes World has come up with two solutions in the shape of the new Chicken Gyms.

There are two kits available –Tunnel & Slalom and Hoop & Hurdle – and the company says: “They’re a great way for people to interact with their chickens and can be used and enjoyed by adults and children.”

Easy to assemble, robust and waterproof, they have been designed with retailers in mind, to ensure they take up minimal shelf space.

Spikes World has also added new products to its Feathers & Beaky range so retailers can benefit from this growing category, including an eye-catching Vegetable Holder and the Easy Grow Wheatgrass, which has been tried and tested by Spike’s World’s very own rescued ex-battery hens. The wheat chosen has a high germination Spike’s World rate, is easy to grow – being ready to feed in seven to 10 days – and the company adds: “As well as healthier chickens, an increase in egg production should be seen.”

Information: 01522 688 300 or www.spikesworld.co.uk

May 2012

A range of products to help chicken owners care for their feathered friends Net-Tex tackle mites head on with Total Mite Kill Solutions. With four different products in the range it offers all poultry owners fast acting miticides for rapid removal of these destructive pests. Net-Tex says its Total Mite Kill Ready To Use is the number one selling mite kill product. It is ideal for the smallholder with a few chickens and comes in a handy 750 millilitre trigger spray. It can also be used to disinfect areas of the housing, killing bacteria and viruses including salmonella, listeria and P’s Aeruginosa. For those with larger stocks of poultry, the Total Mite Kill Liquid Concentrate is an ideal HSE-approved solution. Designed to be diluted, it is available in 500 millilitre and two litre bottles and its oily base penetrates deep into cracks and crevices that harbour parasites. The 120 gram Total Mite Kill Powder is natural and non-toxic and can be applied to all types of birds and poultry, while the 250 millilitre Mite Kill Spray is a powerful insecticide for use on all hard and non-porous surfaces, getting into cracks and crevices where parasites like to hide. Its residual activity will prevent mites from migrating into outbuildings, poultry houses and coops.

Information: 01634 257 150 or www.net-tex.co.uk 

Net-Tex

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Chickens NewAgePet

wishing to make life easier for themselves and their chickens. The feedback has been incredible – people have been amazed at how much time it saves them and how long it lasts.” It is available from wholesalers countrywide.

Information: 01473 356 134, nigel@smartbedz.co.uk or www.smartbedz.co.uk

Norfolk-based pet food company Natures Grub has added to its range of natural chicken foods with the new Chicken Pecking Block with insects. This 280 gram block will keep birds occupied for hours and blends small and large seeds plus dried mealworms, silkworm and gammarus shrimp, providing a high level of natural oils and proteins. This latest addition to the Natures Grub Poultry range complements the existing products, which includes Dried Mealworms; Mixed Corn with Mealworms; Chicken Seed and insect mix; Coop mix (with or without insects); Mixed Dried Insects for Chickens; Dried Maggots for Chickens; and Chicken Pecking Balls. All of Natures Grub Chicken range has been tested and endorsed by the British Hen Welfare Trust.

Information: 01485 517 177, sales@naturesgrub.co.uk or www.naturesgrub.co.uk

Smite Professional

SmartBedz

NewAgePet now has available in the UK a wide range of maintenance-free pet housing made from Eco Flex, a product which is made from 100 per cent recycled plastics and wood fibres. The company says: “It oulasts wooden products by many years” and is available as chicken coops, dog kennels, rabbit hutches and dog beds. Exclusively available from RJ Leigh Ltd, the pet homes are an insulated twinwalled construction to keep animals warm in winter and cool in summer. They are resistant to insects, rot, weather and moisture and will not warp or split. They are also hygienic and easy to clean – just hose down – and require no tools for assembly.

Information: 01633 681 1440 or salesrjl@aol.com SmartBedz litter stops chicken coop smells by rapidly absorbing the liquid from droppings and preventing the formation of ammonia.

The absorption capacity of up to four times its weight means it lasts a long time and can be spot cleaned between complete changes.

It is made entirely from straw, a natural and sustainable resource. The company explains: “Fine chopping and milling during production means that, after use, SmartBedz rots down much faster than other litter materials and can be successfully composted or used as a soil conditioner.” SmartBedz founder Mark Stone adds: “These pellets are ideal for anyone

May 2012

As one of the leading specialists in exotic pet nutrition, Vetark has a long-established tradition of working with pet reptiles and birds producing a wide range of vitamin and mineral supplements.

The company says: “There has been a real upsurge in the keeping of backyard chickens,” which has been prompted by the work of the British Hen Welfare Trust, encouraging people to take on ex-battery hens. The lives of many of these birds have been dramatically improved by their rescue and Vetark now offers a range of quality, low priced professional supplements to help get them back on their feet. The Critical Care Formula (CCF) can be used in the nursing back-to-health process, as can Avipro Plus, a water soluble pre-biotic and probiotic Natures Grub with vitamins, which can be used for the support of stressed birds or those under veterinary treatment.

Avi-Tonic is a liquid supplement with D3 and fluoride to rehabilitate exhausted battery hens or heavy layers, and Avi-Sol, when used alongside a good quality pellet, can restore birds back to tip-top condition.

Trade enquiries are always welcome and customers can request a free copy of Health products for ornamental and pet fowl.

Information: 01962 844 316 or www.vetark.co.uk

Vetark

The Hutch Company

Smite Professional is a powerful, highly effective, disinfectant cleaner and de-greasant, which eliminates micro-organisms, bacteria and viruses from animal housing. With only a three to six per cent dilution required, it is an economical treatment and is available in one litre and five litre bottles (with an easy to use dosing pump) or a 750 millilitre Trigger Spray Bottle.

Smite Organic is a naturally occurring, odourless, tasteless, fine, organic mineral powder which destroys insects by puncturing the exoskeleton, causing them to die of dehydration. It can be safely and easily used on the animal itself, in housing and in foodstuffs to completely eliminate any infestation and guard against its reoccurrence. It is available in a 350 gramme puffer, five and 10 kilogramme tubs or as a 25 kilogramme sack. To achieve the best results, follow the step-bystep Smite programme on the website, which uses the liquid and powder together.

Information: 01246 264 635, email sales@pesttrappa.com or www.smite-a-mite.com The Hutch Company says: “A wide selection, exceptional value and great customer service are some of the defining features that keep our range of products in the spotlight. New design features, generous dimensions and upgraded premium 13 millimitre T&G construction make our chicken coops and pet housing one of the best value ranges on the UK market.” The featured Canterbury Coop with its raised housing for under dust bath siting, easy access doors and ramp is this season’s hot favourite.

Delivery from the company’s Kent-based factory can be made throughout the UK. Information: 01227 470 470 or www. hutchcompany.com

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Self-dispensing foods

A fresh approach

Kirsty Carnell, marketing manager for Martek Food Systems, explores the business and environmental benefits of self-dispensing systems for pet food retailers

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ccording to the WRAP (Waste & Resources Action Programme) report, Efficient use of resources in pet food packaging design, over 1.25 million tonnes of pet food is sold in the UK each year, using around 75,000 tonnes of packaging, which has obvious financial and environmental implications for both retailers and consumers.

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The Pet Food Manufacturers’ Association (PFMA) actively supports reducing waste from the manufacturing process, which includes packaging materials, reducing reliance on raw materials and ensuring packaging disposal has minimum impact on the environment.

Reducing the amount of packaging used in the manufacturing process will result in tangible benefits for pet food retailers, including a reduction in the use of raw packaging materials, and improved pallet and vehicle loads. These benefits can reduce distribution costs as well as resources wasted throughout the supply chain.

One possible way of reducing packaging right from the outset is a relatively new retail concept that’s growing rapidly in popularity, which can deliver environmental benefits as well as cost savings, reduced pet food waste and greater consumer choice.

Self-serve retail solutions are well established in the United States, Canada, Australia and New Zealand, and an increasing number of small, independent and premium retailers are using high-quality, self-dispensing fixtures for grocery products in the UK. There has also been a significant growth in the number of independent pet retailers and garden centres utilising self-dispensing systems in the last couple of years, although some of the larger superstores are yet to capitalise on this trend.

Self-dispensing benefits pet food retailers and shoppers alike. PFMA statistics indicate that sales of dry food and treats have almost doubled in the last 10 years and now account for almost two-thirds of the dog

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Self-dispensing foods

food market and 25 per cent of the cat food market. Since they are less susceptible to spoiling through exposure to air or humidity than wet food, they can readily be sold loose in-store, without the need for packaging.

Self-dispensing offers consumers the opportunity to buy loose, dry food in minimal or refillable packaging, which gives the retailer the opportunity to lower prices, while still increasing sales and margins.

Self-dispensing systems can incorporate gravity bins for free-flowing products including birdseed and smaller dog, cat and rodent foods, and scoop bins for larger products such as dog biscuits and chews, pigs’ ears and fat balls. Gravity bins also prevent dry food from drying out between servings and releasing unpleasant odours.

Studies have shown there is an impulse effect when it comes to selfdispensing merchandising displays, as customers can see the product, rather than the packaging, and decide exactly how much to buy. Plus, consumers enjoy an attractive and appealing ‘destination’ display which encourages them to buy more of what they want, more often.

Self-dispensing also allows retailers to offer a greater variety of loose pet foods, meaning they can benefit from supply chain economies, as well as more efficient stock rotation and improved merchandising appeal; and everyone benefits from reduced packaging and reduced waste – increasing the ‘feel-good factor’ of the purchasing process.

These findings are confirmed by another, more generic WRAP study, Self-Dispensing System; Commercial Feasibility Study, which

PET GAZETTE

indicates that consumers prefer the simplicity of bin and scoop selfdispensing systems; value the ability to select just the quantity they require; and appreciate the reduction in packaging.

While self-serve systems have sometimes been perceived as untidy in the past, the latest self-dispensing bins are hygienic, attractive and user-friendly and ideal for a variety of dry pet foods. Modern bulk bins made from polycarbonate – which is 35 times stronger than acrylic – are crystal clear, scratch-resistant and virtually unbreakable.

Product freshness is promoted with ‘always full’ false fronts, improved stock rotation and easy cleaning and refilling. In addition to the more traditional ‘scoop bins’, the recent introduction of gravity bins has alleviated potential concerns about hygiene and product contamination, as there is very little, or no, contact with the product.

Complete self-serve merchandising solutions can now also include purpose-built fixtures, all created to complement retailers’ in-store branding, portion advice and product ingredients if required. Bespoke modular systems are designed, manufactured and installed for individual retail outlets to make the most of limited shelf and display space in-store.

Self-dispensing can be a big step, and some retailers are currently seeking direction to determine which categories would be best suited to this merchandising technique. As a long-term approach to packaging reduction, pet food retailers are advised to trial selfdispensing in some categories before rolling it out more widely. For example, pick ‘n’ mix style self-dispensing systems for pet food such as treats or dental hygiene products, which use a pick and weigh system, are proving popular. This also capitalises on the humanisation trend, where owners treat pets like members of the family. Many retailers find that their customers are more likely to pay a premium for these types of treats and displaying them in attractive self-serve merchandisers actively encourages consumers to treat their pets to such products.

While making the move to widespread self-dispensing might require collaboration across the industry supply chain, addressing this proven consumer demand will provide business benefits as well as reduced environmental impacts for all companies in the pet food sector that embrace it.

Martek Food Systems is a division of interior solutions specialist Martek, which has been producing high quality bespoke fixtures, fittings and interiors for 30 years to a range of market sectors, including retail, catering, cinema and leisure. For more information on the full range of bulk merchandising solutions available from Martek Food Systems, please contact Kirsty Carnell on 01689 808 600, email kirsty.carnell@martekfs.com, or visit www.martekfs.com

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E quine Business Summer products Get in stock

Tackling equine obesity PET GAZETTE

May 2012

54

E quine Business

Roundup

The battle against equine obesity Dengie Horse Feeds has applauded the decision to raise the issue of equine obesity at the 20th National Equine Forum (NEF), which was held earlier this year.

More than 200 representatives from the equestrian industry including leading equine vets, international riders and trainers, the NEF’s president and the Princess Royal, heard presentations on a wide range of topics including ‘Equine Obesity – Helping Horse Owners to Help Themselves’ by Lisa Randle, winner of the Eqvalan Duo Equine Thesis of the Year Award 2011.

“It was extremely interesting to hear the results of Lisa’s study into horse owners’ perceptions on equine obesity and her recommendations for the introduction of ‘well horse’ clinics as a potential solution,” said Dengie senior nutritionist Katie Williams.

“We have been working with vet practices for a number of years, promoting the Fat Horse Slim campaign, which we set up with the Blue Cross. When horse owners implement the advice we provide, great results are achieved. At one yard, for example, the combined weight loss amounted to a whole pony’s weight, at more than 300 kilogrammes.

There is still a lot of work to do and, just as Lisa’s paper reveals, the most important issue to address is horse owners’ understanding of what is overweight and that cuddly is not healthy.”

Social media award celebrations for equestrianclearance.com

The team at online retailer equestrianclearance.com is celebrating after winning the Saddlery/Tack Shop category in the prestigious 2012 Equestrian Social Media Awards.

The awards spotlight leading players in the world of social media and the Yorkshirebased company was praised for its forwardthinking approach and vision in online promotional strategies. The company beat off stiff competition from both the UK and US, and equestrianclearance.com managing director, Lorraine Meadowcroft, said: “I’d like to take this opportunity to thank everyone who voted for us – friends, fans and followers. We continue to invest in social media, because it enables us to engage with our customers on a personal level, share great content and ultimately have fun.”

Abbey England celebrates a landmark anniversary at BETA International show

Jane Kane, Richard Brown and Peter Phillips of Abbey England celebrate at BETA International.

May 2012

The team at Abbey England enjoyed a busy BETA International and was delighted to celebrate its 30th anniversary with visitors at the trade show.

An on-stand competition to win a luxury hamper proved popular and winners Sara and Gerry Gracey of Millwheel Tack Shop in Berkshire were pulled out from the prize draw by Hazel Morley of the Society of Master Saddlers.

Peter Phillips of Abbey England said: “We wanted to mark this milestone anniversary surrounded by the people that support us and have made the last 30 years a success.

“Our new range of commemorative brass plaques from Catras Leather received a positive response from the trade and the Equus over-reach boots also attracted a lot of attention as customers were reminded that quality, British-made rubber products are available to them.”

Abbey England is now looking forward to supporting their two sponsored carriage drivers, Michael Hodgson and Georgina Hunt, as the competition season gets underway.

PET GAZETTE/EQUINE BUSINESS

E quine Business HorseWorldLive welcomes a new recruit With business booming, HorseWorldLive has appointed a new member of the sales team. Lucy Crowley is looking forward to taking on her new role and is thrilled to be part of such an exciting event.

She said: “I’ve just joined the sales team at HorseWorldLive and had a great first week with a visit to ExCel to see the venue and meet some of the people involved with putting on the event and a really great response from the lifestyle section of the exhibitors. The show promises to be a spectacular event and I’m really excited to be on board.

Call me to book your stand on 01580 860 988.”

Roundup

Newly created website set to become a runaway success A new equestrian website has been introduced that combines group buying discounts with a passion for all things equestrian.

Founded by Caroline Almgren, Get the Gallop offers substantial discounts on a vast range of equestrian items, services and events. “I’ve been working on Get the Gallop for a long time, to get everything just right,” said Caroline, “and it’s great to have it live and working. We aim to support and nurture equestrian sport by offering a platform with great deals, offers and interesting content, as well as to nurture young talent through Keep Galloping.”

More than just a discount website, it also aims to become a hub of information and opinion, through the blog’s guest columnists and contributors, and partnerships with content-led equestrian sites.

Somerset riding centre for the disabled gets a supplementary boost

World’s oldest horse enjoys retirement at sanctuary in Essex

Somerset-based company Probiotics International Ltd has stepped in to help the local Riding for the Disabled Association (RDA) group at Avon Riding Centre.

The makers of the Protexin Equine Premium range have donated more than £500 worth of products, which have been presented to centre administrator, Gemma Tizzard. Avon Riding Centre offers riding lessons for therapy, enjoyment and achievement to riders with a wide range of physical disabilities and learning difficulties.

Jonathan Nelson of Protexin said: “We have always admired the work of the RDA and are very pleased to be able to support such an important charity. The horses work hard and can now be rewarded with Protexin Equine Premium Probiotic supplements, for a healthy, active life.”

A 51-year-old liver chestnut gelding has hit the headlines with claims that he is the world’s oldest horse.

The golden oldie called Shayne is currently residing at the Remus Memorial Horse Sanctuary in Brentwood, which is run by founder Sue Burton. He arrived in 2007 and, although he did not have a birth certificate, his previous owner gave his birth date, and his age has been verified by medical checks.

Dengie nutritionist Tracey Hammond has been providing advice to Shayne and his stablemates at the sanctuary for five years. She says: “Like most old horses, Shayne has a bit of arthritis and some dentition problems, but he is in pretty good shape.

I visit Remus regularly to review the horses’ diets and to offer help and advice to Sue and her fantastic team of staff and volunteers.”

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Summer health care

Here comes the sun A range of products and accessories to get in stock for the warmer months

T

he arrival of lush green grass can bring problems for many horses and ponies, says British Horse Feeds. A main trigger for laminitis, rich grass can also cause excitable behaviour due to its high content of non-structural sugars and fructans. Offering a good meal of soaked Speedi-Beet before turnout will provide a healthy, low sugar first feed and allow subsequent feeding at a lower rate. Reducing the daily intake of spring grass by avoiding the time of greatest fructans intake, SpeediBeet can help reduce the potentially negative effects of spring grass.

Unmolassed, 95 per cent sugar free and approved by the Laminitis Trust, it is available in 20 kilogramme bags.

Information: 01765 680 300 or www.britishhorsefeeds.com The Coat Shine Mitt from Moorland Rider is a gentle but effective way to rid a horse’s coat of dust, grease and stubborn stains, without the need for brushes. The mitt has two sides – one is covered in a unique mesh to remove stubborn stains, while the other is covered in an ultra soft microfibre to help remove dust and grease, while producing a great shine. The mitt can be used on the whole body – especially in the summer months when a thorough grooming isn’t always required – and is particularly good for use around the horse’s head as it’s so gentle.

Moorland Information: 01782 397 796, Rider info@moorlandrider.co.uk or www.moorlandrider.co.uk

An “economical, effortless and effective solution to keeping people and pets fly-free,” the Red Top is ideal for protecting stables and smallholdings, poultry houses, aviaries, BBQ picnic areas, gardens and greenhouses – in short, anywhere plagued by flies. “Easy to use, simply add water, hang outside and catch up to 20,000 flies! The nontoxic, pesticide-free bait is particularly attractive to female flies, thus reducing the next generation.” Once full, disposal is easy and hygienic due to the biodegradable bait. Stocking the Red Top provides your customers with a unique and valuable profit potential and is available from most pet wholesalers.

Information: 01246 264 635 or www.pesttrappa.com “The itching season is upon us!” says Hilton Herbs. Essential products to stock are the Bye Bye Itch supplement and Bye Bye Itch lotion. Formulated by a medical herbalist specifically to combat seasonal itching in all equines, both products have undergone extensive and successful field trials and these results are publicly available. The Bye Bye Itch supplement is available in the familiar rectangular Hilton Herbs white tubs, in sizes from two kilogrammes.

The lotion is available in sizes from 500 millilitres. For more info and details of introductory offers for retailers, please use the contact information below.

Information: 01460 270 701, tradesales@hiltonherbs.com or www.hiltonherbs.com

British Horse Feeds

Red Top

May 2012

Hilton Herbs

PET GAZETTE/EQUINE BUSINESS

Summer health care

Equimins’ Laminator is a high specification and comprehensive supplement designed to help support the laminae and maintain hoof integrity. Laminator contains organic zinc to help promote strong, new keratin growth and hesperidin and vitamin C, which helps to maintain the flow of blood to the laminar. It is available in powder form, in 1.2 kilogramme, 2.4 kilogramme and three kilogramme tubs, and in pellets in a three kilogramme tub. A 1.2 kilogramme tub will last between 24 and 48 days, depending on the size of the horse or pony.

Information: 01548 531 770, email sales@equimins.com or www.equimins.com Rockies’ Bug:go! is a high quality salt lick containing 10 per cent pure garlic. It is made using a high pressure press to ensure longevity and should be offered in a free access manner, so the horse or pony can help himself as and when he wishes. Combining salt and garlic, it works in a simple way – the horse or pony licks the block and when he sweats, the garlicky aroma is released, helping to repel flies.

Information: 01606 595 025, info@rockies.co.uk or www.rockies.co.uk Z-itch is a ready-to-use, pour-on product, which aids the control of sweet itch in horses and ponies. In addition to making the warmer months more pleasant for equines, it’s also great for owners too, as it only requires application once a week. The product contains permethrin and is administered according to body weight. The company says that since its launch the product has helped a great number of horses and ponies, but in addition, owners should also take the following steps: • Look at the stable management regime.

Midges are most active at dusk and dawn, so consider stabling animals during these times. If this is not possible, provide shelter.

• Look at well draining pasture that is situated away from water.

• Special sweet itch rugs can be really helpful. They should be breathable and have a close fit.

Information: www.z-itch.co.uk

 HG Gladwell & Sons Ltd.

The warmer weather is welcomed by many owners as an oportunity to turn their horses out, meaning less food to purchase. Footfall can be maintained by stocking seasonal products and taking advantage of promotions that are available as manufacturers vie for market share. “Feeds and supplements suitable for horses prone to laminitis, organicbased fertilisers, fly sprays and tags, garlicbased products, feed and mineral blocks, supplements and external preparations for the show season and even poo pickers are all there to keep your tills ringing,” says HG Gladwell & Sons Ltd. Information: 01473 730 246

Equimins

ReadiGrass from Friendship Estates Ltd is the natural feed “to bring out that summer sparkle.” The company adds: “ReadiGrass stands out from the competition for its high quality, rich colour, fragrant aroma and highly nutritious content. This creates a forage which is greatly enjoyed by horses and ponies.”

ReadiGrass can also help maintain weight and condition through the colder months and can be especially beneficial to older horses who struggle to chew hay or haylage. The unique drying process prevents fungal spores and other contaminants found in hay and the finished product is dust-extracted. ReadiGrass is available in 15 kilogramme bales and is distributed throughout the UK. Information: 01302 700 220, info@friendshipestates.co.uk or www.friendshipestates.co.uk

Rockies

Sunscreen Lotion from Equimins is an essential this summer for horses with lightcoloured skin and animals which are prone to sunburn. It has a high protection factor of SPF30+ and works in a special way that means the product doesn’t penetrate into the horse’s skin, but remains on the surface, which can offer protection for longer. It is suitable for all types of skin, including very sensitive or allergic skin and is available in 250 millilitre bottles.

Information: 01548 531 770, sales@equimins.com or www.equimins.com

Z-itch

 HG Gladwell & Sons Ltd. 

Equimins

Friendship Estates

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Voice on the highstreet

Voice on the highstreet Gordon & Eva Bloomfield,

the Pet Shop and Reptile Ranch, Oxfordshire

How did you get into the pet industry?

How many people work alongside you?

I have always had an interest in animals and worked in agriculture when I left school. Growing up, we had a lot of pets including dogs, guinea pigs, tortoises and fish. I also rescued quite a few injured wild animals as we lived next to a forest. It was back in the mid 90s, after working in a variety of industries, I started looking to open my own shop and a pet shop just seemed an obvious choice. I started keeping reptiles and quite a few of my friends had them, so I decided to specialise in them something that not many pet shops were doing at the time.

I employ one part-time staff member (Alison) who has worked in the pet trade for quite a few years, and my wife works part-time in the shop and looks after the accounts.

Your pet shop opened in 1995. How has the pet industry changed since you first started out?

There is a lot more competition now from supermarkets and other businesses selling pet food and products. The internet has changed things a lot, with online sales increasing year-on-year and online directories helping customers find local businesses, particularly if you specialise.

You also have a website – www.allpet.co.uk – how do you find running both the store and the website?

It’s not a problem running the website and the shop; we manage to fit in dealing with online orders and enquiries between serving customers in-store. I am used to computers as I worked in the publishing industry producing illustrative graphs for journals.

What is your best-selling product at the moment?

Burns and James Wellbeloved pet foods are popular, and we also sell a lot of wild bird products, particularly seed and nuts, for which we manage to compete well with others on price.

What’s the best thing about your job?

I enjoy having different animals around, in particular the reptiles. Also you get to meet lots of interesting people who, of course, have a passion for animals. Being self-employed means I can take time off to be with my family when I want, which is also a bonus.

What advice would you give to someone else starting out in the business?

Preferably find an area that does not have much competition or purchase an existing business.

Consider specialising, but I would not be too exclusive – I have seen quite a few pet specialist shops come and go over the years. If you do start from scratch, check out the local competition and be prepared to offer more than they do on price or service.

May 2012

PET GAZETTE