Pet Product Marketing July 2022 by Pet Product Marketing

For independent pet retailers July 2022

w ww www.petproductmarketing.co.uk

Writing a professional awards nomination Give yourself the best chance of winning a business award

Three pages of new products!

A beginner’s guide to guinea pigs Everything your customers need to know about these friendly rodents

Calculating the lifetime value of a customer Product watch… withOASE

G Grain free recipe for puppies with sensitive tummies w SSmaller kibbles perfectly ssized for smaller mouths SSalmon as a great source of protein ffor energy, growth and repair, to m meet the needs of growing puppies

For more info, please email GillMckenna@ipn.co.uk or call 07824 846234. 46234.

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New Eco Litter, Fit for a Queen

NEW! e n o r h t r u o n y e s h I w r o f y d a ? re s l l a c e r u nat @FelightUK

KET R A M CT TO FIRSTUE PRODU UNIQ 100%IALS M O R E F D MATER MADY CLE REC R ODOUYS !* S T N E A PREVUP TO 10 D FOR IAL HNOLOGY R E T C BA ESH TEC ANTIE RFR SILV

For more information about Felight products and stocking deals please contact your Pets Choice representative on 01254 54545 or email sales@petschoice.co.uk Felight is a registered trademark of Martin and Martin Holdings *tests show continuous odour control for up to 10 days

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Welcome

Welcome! T

he business advice feature in this issue — ‘Offering a lifetime of value to customers’— made a real impression on me. We hear so many catch phrases and buzzwords about how important the customer is, but this feature turns that into the cold, hard reality of their bottom-line value to your business. Not in a cynical sense, we all need to make a living! The feature, which includes a calculation to work out the lifetime value of a customer, is a timely reminder that every interaction with a customer can have an impact that reaches much farther than that one sale. There truly is no better customer than the one you already have. The exciting part is that the calculation allows you to look to see how slight tweaks to your business model, margins, or marketing could create a surge in your proﬁts. Try the calculation explained on page 26. While the calculation will help you look at the hard numbers, the secret

to success, as always, lies in our human side. Shoppers want to spend their money with someone they like and trust. I think in the pet trade that bond comes a lot more naturally too. As pet shop owners, most of you will be animal lovers which generally comes with natural compassion and empathy. Asking people about their pets and how you can help is often part of the joy of the job! I don’t think you need reminding that customers need to be taken care of, but I hope that Pet Product Marketing magazine helps you to do it by inspiring you with new products, pet advice that you can share, and creative ways to connect with your customers. In this feature, it was great to delve into the numbers too.

Mike

Mike Hallam - Editor, PPM. michael.hallam@warnersgroup.co.uk

8 New products Three pages of products that your customers could love. 12 Product Watch OASE showcase some of their latest innovations. 14 The importance of play How play to a dog is a rehearsal for real life. 18 Cat personality test How well does your cat get on with other cats in the home?

Our email: editorial@petproductmarketing.co.uk

26 Offering a lifetime of value to customers Work out exactly how much each customer is worth to your business — and how to increase this amount. 28 Customer Q&As We’ve got pet advice you can share with your shoppers. 30 Breaktime read How therapy cats are helping take the stress out of ﬂying.

20 A beginner’s guide to guinea pigs Everything you need to tell shoppers about these friendly rodents. 22 And the winner is… How to write a brilliant nomination for professional awards. 24 Reptile knowledge How to save money and give better care to reptiles.

Look out for the PPM 2022 Retailer Recommended Awards, free with this issue! SCRAGGS

by Richard Duszczak

www.petproductmarketing.co.uk

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Pet Product Marketing

team

Contents 4 News Stories from the pet industry.

Your

Our address: Pet Product Marketing, Warners Group Publications, The Maltings, West Street, Bourne, Lincolnshire, PE10 9PH Michael Hallam, editor (for news and product releases, contact Michael on michael.hallam@warnersgroup.co.uk) For advertising queries please contact Stephen Tanner on 01778 392404 Laura Wright, features and web editor Ellis O’Connell, marketing exec With grateful thanks to Sarah Wright (editor, Your Dog), and Nathan Hill (editor, Practical Fishkeeping) Nigel Fish, design and production manager Natalie Reynolds, production controller Graham Warren, colour repro Stephen Tanner, key account manager (advertising Pet Product Marketing/Practical Fishkeeping) Andrea Walters, key account manager (advertising Your Dog/Your Cat) Kay Cotterill, classiﬁed sales (all titles) Regular contributors: Adam Bernstein, Claire Hamblion and John Courteney-Smith Printed by Warners Midlands plc James Buzzel, publisher Subscriptions and back issues Pet Product Marketing is available free to people who qualify for our controlled terms of circulation. If you’d like to register for a free subscription, please visit www.petproductmarketing.co.uk

Pet Product Marketing is published 10 times a year by Warners Group Publications. No part of the magazine may be reproduced in any form in whole or in part, without the prior permission of Warners Group Publications. All material published remains the copyright of Warners and we reserve the right to copy or edit any material submitted to the magazine without further consent. The submission of material (manuscripts or images etc) to Warners Group Publications whether unsolicited or requested, is taken as permission to publish that material in the magazine, on the associated website, any apps or social media pages afﬁliated to the magazine, and any editions of the magazine published by our licensees elsewhere in the world. By submitting any material to us you are conﬁrming that the material is your own original work or that you have permission from the copyright owner to use the material and to authorise Warners Group Publications to use it as described in this paragraph. You also promise that you have permission from anyone featured or referred to in the submitted material to it being used by Warners Group Publications. If Warners Group Publications receives a claim from a copyright owner or a person featured in any material you have sent us, we will inform that person that you have granted us permission to use the relevant material and you will be responsible for paying any amounts due to the copyright owner. We cannot accept responsibility for unsolicited manuscripts, images, or materials lost or damaged in the post. While every reasonable care is taken to ensure accuracy, the publisher is not responsible for any errors or omissions, nor do we accept any liability for any loss or damage, however caused, resulting from the use of the magazine.

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News

NEWS

PPM NEWS July 2022

Paleo Ridge expands sponsorship of Tails We Win ﬂyball team aleo Ridge, the leading, high-quality raw dog food, has announced that it has extended its sponsorship of the Tails We Win flyball team to fulfil the team’s dog food needs. Since 2018 Paleo Ridge has partnered with Tails We Win. With the Paleo Ridge brand logo featuring on the team’s shirts, the company has now increased its association as the official food partner and major team sponsor. Tails We Win are five times British and European flyball record holders and are the current holders with an impressive time of 14:53. Tails We Win have qualified to compete in the Flyball Open World Cup (FOWC) 2022. Paleo Ridge is supporting Tails We Win by providing the flyball team with high-quality raw dog food. Flyball is an agility-based sport with complex technique and training behind it, so Tails We Win need to ensure its dog athletes are in the best possible condition to compete. Joe Lamont, owner and lead trainer at Tails We Win, says: “We are delighted that our partnership with Paleo Ridge has been expanded. Feeding Paleo Ridge products reassures us that we are giving our athletes the right food, with the quality and nutritional value to help them thrive.” Will Green, Director of Marketing at Paleo Ridge, says: “Flyball is the largest dog sport in the country and it’s mentally and physically stimulating for our furry friends. Tails We Win is an excellent team, and Joe is a world-renowned dog trainer, so we are extremely proud to be increasing our sponsorship to continue our support.”

King British celebrates half a century

FOOD FOR LIFE.

VISIT US AT:

SUPERZOO BOOTH #5107

RECOMMENDED BY VETS

opular aquatics brand King British is celebrating 50 years of keeping Britain’s fish healthy in 2022.

With a vast range of products from food, including King British Tropical Fish Flake with Immuno-Health Booster (IHB) and the King British Turtle & Terrapin food, to King British Water Safe, the company has established itself as a leading brand over half a century. The company started trading in 1972 in Bradford. Since then, King British moved production to its current location in Gainsborough in 1999, before joining the Beaphar family of companies in 2007. Over the years the portfolio has grown significantly providing retailers and fish owners with an array of high quality and affordable products. Key highlights over the last 50 years include award-winning recognition from industry affiliations such as Pet Product Marketing, and more locally, in 2019, the accolade of “Lincolnshire’s Best Business” awarded by “Made In Lincolnshire, Sold Nationally”. In addition, King British also holds a Guinness World Record attempt for the largest fish flake in the world. At a massive 1 metre square, the flake was deemed to be the largest flake ever. The flake was proudly showcased at the Aqua in 2013 and still takes pride of place in the factory. John Toole, Country Manager, said: “We are delighted to celebrate this outstanding milestone. Throughout the years, King British has been at the forefront of developing food and tank support for fish; cold water, marine and tropical, as well as turtles and terrapins. We look forward to continuing innovation to support our customers’ aquatic needs.” With a variety of celebrations planned over the coming months, follow King British on all social media channels, or visit www.kingbritish.co.uk for the full King British history, products and more. For more information, please contact your local Beaphar Sales Executive or call Customer Services on 0333 0066236, or email hello@kingbritish.co.uk

4 July 2022

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You want your customers’ pets to live a long and happy life, so choose to stock Selective, tailored nutrition to help support small pets’ digestive health and vitality for all life stages and lifestyles. • HIGH IN FIBER • NATURAL PREBIOTICS • NO ADDED SUGARS • OMEGA 3 & 6

SELECTIVE. FOR EVERY STAGE IN LIFE supremepetfoods.com CONNECT WITH OUR FANS @supremepetfoods

www.petproductmarketing.co.uk

15/06/2022 09:01

Clydach Farm launches treat to help Ukraine lydach Farm has launched its first charity dog treat: Grain-Free Treats For Ukraine. One hundred per cent of profits made by the manufacturer, Clydach Farm, will be donated to support the Ukraine relief effort. This follows their donation of 5,000 nutritious meals donated to dogs in Ukraine to play a small part in helping to show solidarity during this devastating time. The Ukraine dog treats are made with freshly prepared Fish and Sweet Potato. They’re gently baked at low temperatures for a lovely, crunchy snack. These nibbles are packed full of valuable protein and omega 3, making a simply delicious, natural treat. Businesses can help Clydach Farm help Ukraine by stocking their ‘Grain Free Treats for Ukraine’ to allow pet parents to help support the relief effort. Each pack retails for £2.99 and are now available to order by emailing the Clydach Farm team at hello@clydachfarmgroup.co.uk For more information, visit www.clydachfarmgroup.co.uk, or call the nutritional helpline for advice on 0800 088 7965.

Rosewood supports Ukraine animal aid osewood Pet Products has made a donation of pet supplies to support a local team delivering aid to animals affected by events in Ukraine. David Pryce, who set up the project, made the 1,400mile journey to the Polish/ Ukraine border with friend Vince Price to deliver thousands of pounds worth of pet donations. Before the friends set off on their trip, David visited Rosewood’s headquarters in Telford to load their van with essential pet items, including pet bedding, crates, leads and harnesses and feeding bowls. David Pryce said: “We were very grateful for the generous donations from Rosewood and to everyone who has donated, big or small, which helped immensely. By the time we left we had a van full of pet essentials. We drove to Warsaw to deliver the items, which were then transported to an animal rescue centre in Zhytomyr, West Ukraine. We really hope this helps to ease some of the pressure during this awful time.” Bev Panter, Marketing Director at Rosewood Pet Products, commented: “We were approached by David Pryce who had teamed up with Team Poundie. He told us about the amazing work he’s been doing taking supplies to Ukraine, so we were happy to be able to contribute. Our Rosewood Charity committee sorted through stock in our warehouse for suitable products which we hope will help the pets in need. We followed Dave and Vince’s incredible journey and are pleased they had a safe trip.” For more information, visit www.rosewoodpet.com

Arden Grange featured in Platinum Jubilee commemorative album

Staff news Ben Brilot, Associate Head of Department, Animal and Agriculture, at Hartpury University, has been appointed as a trustee for the National Animal Welfare Trust (NAWT). The Trust is one of the UK’s top animal welfare charities operating across the south of England in Berkshire, Bedfordshire, Cornwall, Essex and Hertfordshire. Founded by the British Union for the Abolition of Vivisection in 1971, it became an independent charity in 1971 and now operates five rehoming centres. Ben will join several members on the Board of Trustees and will assist his fellow volunteers with ensuring the charity continues to utilise donations wisely and remains fit for purpose for the animals and people it serves. The Board is made up of individuals from a range of backgrounds including marketing, financial services and accounting, project management, and health and safety. Ben’s expertise in animal behaviour and welfare will be extremely useful as part of discussions around rehoming and wellbeing. “I’m really looking forward to joining the Board of Trustees at the National Animal Welfare Trust, a charity I’ve long admired for the work it carries out through its various activities and rehoming,” said Ben. “As a passionate animal lover, I look forward to hopefully making a positive contribution drawing on my experience of animal behaviour and science, to help the charity continue to meet its objectives,” he added. Both staff and students at Hartpury are actively encouraged to participate in industry activities that support their professional development while also having a positive real-world impact.

is available from stjamess.org For more information on Arden Grange products and your nearest stockist, please visit www.ardengrange.com

n celebration of the Platinum Jubilee in June, Sussex-based pet food company Arden Grange has been featured in ‘Her Majesty The Queen: The Official Platinum Jubilee Pageant Commemorative Album.’ The honorary album celebrates the life and reign of Her Majesty The Queen, as well as developments within the UK over the last seventy years. It also includes a variety of British organisations, specially chosen for their transformational contribution within culture, society, technology, and business. Speaking to renowned best-selling author and royal correspondent, Katie Nicholl, Arden Grange founder, Wendy Stephens explained the legacy of the company she and her late husband started over 25 years ago and its core value of ‘Nutrition without compromise.’ “As a quintessential British brand with a 25-year heritage, we’re honoured to be featured in Her Majesty’s commemorative album, celebrating the very best of British history over the last seven decades. The Queen’s heavy involvement with dogs and horses is wonderful and the way in which it is incorporated within Royal family life is lovely to see. Having just celebrated our own milestone in business, we’re very much looking forward to seeing what the next chapter holds,” explains Arden Grange founder, Wendy Stephens. Arden Grange has enjoyed an unwavering reputation within the pet food industry since its launch in 1996. Its naturally hypo-allergenic dog and cat food is available in over twenty countries and remains true to its roots. The award-winning range features diets suitable for all breeds and life stages, and most common dietary allergens are excluded, making Arden Grange products a popular choice among owners of pets with sensitivities. In celebration of ‘25 Years of Trusted Nutrition’ Arden Grange has recently launched a new television advertising campaign ‘The Home of the Range’, signalling a new phase in the history of this trusted, super premium British brand. ‘Her Majesty The Queen: The Official Platinum Jubilee Pageant Commemorative Album’

www.petproductmarketing.co.uk

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News

Founder of Burns Pet Nutrition awarded an MBE urns Pet Nutrition and The John Burns Foundation are delighted to announce that John Burns, BVMS MRCVS, Veterinary Surgeon and founder of the leading healthy pet food company, has been awarded an MBE. The highly prestigious accolade was announced as part of the Her Majesty The Queen’s Birthday 2022 Honours List for “services to business and the community in West Wales.” Burns Pet Nutrition is a family run business based in Kidwelly, South Wales. The natural pet food company has been feeding healthy and happy cats and dogs since 1993 and is helmed by John Burns. All Burns products are natural, hypoallergenic and designed to suit all dog breeds and ages. Mr Burns is an advocate of healthy eating and believes that many of the health problems affecting pets are diet related and can be avoided with the correct nutrition. Burns continues to support over 30 charities long term and contributes multiple donations throughout the year. The in-house charity, The John Burns Foundation, runs multiple community

initiatives, such as Burns by Your Side, a scheme that helps school children improve their literacy and communication skills with the aid of trained volunteers and reading dogs. Mr Burns has always aimed to ensure that the brand is not only to be known for natural pet food, but also for establishing and maintaining a legacy of good causes in the community. As such, the John Burns Foundation was set-up in 2006. The focus, rather than being solely animal based, has been a mix of constantly developing projects and partnerships. The Foundation aims to help enhance the lives of disadvantaged people, by offering practical recreational facilities and life skill opportunities, as well as using the arts, the outdoors and events to bring enjoyment to the whole community. The charity has recently moved to its flagship new home, at Canolfan John Burns Centre, Kidwelly. Mr. Burns said “I am absolutely delighted to have been honoured by the award of the MBE. Needless to say, everything that has been achieved here is the result of the combined efforts and dedication of many colleagues working as a team, and I would like to record my thanks to them all.”

Inspired Pet Nutrition launches its ‘Positive Pawprint Impact Report’ on sustainability ward-winning pet food manufacturer Inspired Pet Nutrition (IPN) has taken the next steps with their eco-friendly agenda with the launch of its ‘Positive Pawprint Impact Report’. With a goal to become the nation’s most sustainable, most loved home of pet nutrition brands, IPN’s ‘Positive Pawprint’ report highlights the key achievements and vision of the business when it comes to giving back to the people, pets, and planet. Sustainability has sat at the heart of the IPN brand since launch in 1923, with a commitment to locally sourced ingredients and considerate packaging choices. In 2008, following the launch of the Harrington’s brand, IPN patented a compostable bag for the pet food. 98% of all of its packaging is now recyclable. Aside from their contributions within foods and packaging, IPN has gone that one step further – reducing its location-based greenhouse gas emissions by 13.6% since 2019, through carefully assessing its energy efficiency and moving 100% of its electricity supply to renewable sources. Alongside this, they also offset all of their employee’s transport emissions. Because of this work, in November 2020, it was certified by Carbon Footprint that IPN were the first major UK pet food manufacturer of brands to achieve carbon negative status. Its Miles for Meals programme, using fitness app Strava, also incentivises pet owners to exercise, translating miles walked into the donation of free meals to pets and charities in need. The initiative showcases IPN’s dedication to mental and physical wellbeing of not only pets, but of owners too. James Lawson, CEO of IPN, commented: “Sustainability is an area that we’re incredibly passionate about as a business. As the leading pet nutrition brand, we have a duty to work harder and faster and lead with genuine impactful initiatives. “It’s not until you see all our various activities in one report that you realise the extent of our commitment, and how hard the team works to support the future of our planet, our pets, and our people. This is by no means the end for us – we have a clear vision for what we wish to achieve, and it’s become a clear part of our DNA.” To learn more about IPN and to read the full Positive Pawprint sustainability report, visit: https://ipn.co.uk/

For independent pet retailers

W to share your news? Got a story or new product? Want Pet Product Marketing share your stories and new product Pe launches for free! lau Simply email Michael.hallam@warnersgroup.co.uk For all the latest news and new products, head to www.petproductmarketing.co.uk 6 July 2022

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Natural Instinct announces partnership with Oxfordshire search dog charity

remium raw pet food brand Natural Instinct has announced a partnership with Lowland Rescue, Oxfordshire. As part of its passion and commitment to healthy canines, Natural Instinct is working with Lowland Rescue, Oxfordshire in order to provide its search dogs with sustenance and their nutritional needs. Lowland Rescue association is a charity and member of the UK Government’s UKSAR Operator’s Group, the official group which governs all of the UK’s onshore and offshore search and rescue operations. Its search dogs and their owners are a team of professional volunteers, who are on call 24/7 to search for high-risk vulnerable missing people, supporting the Thames Valley Police and Oxfordshire’s vital public services in extreme circumstances. Trained to national standards, and unlike Police dogs, all Lowland Rescue search dogs are pets first and trained as search dogs by their owners, who must be experienced Lowland Rescue team members. The search dogs can work in any environment, with three search disciplines in Oxfordshire: Air Scenting dogs that are non-scent specific in a given location, Ground Scenting dogs that are scent specific, using a missing person’s article of clothing and Drowned Victim Recovery dogs, that work on boats to locate the scent source of drowned people. Natural Instinct provides meals to the fully trained and operational search dogs, ensuring canines receive healthy, nutritious and raw food to give them the sustenance required for them to perform at their best during their searches. Julie Shepherd, Dog Unit Lead of Lowland Rescue says: “Our partnership with Natural Instinct means everything to us! Providing wholesome and natural meals for our hard-working pets has helped support us as volunteers and kept them very healthy and happy. The search dogs that have been feeding raw are loving their meals and treats.”

Study shows dog ownership helped buffer against the psychological impact of COVID-19 pandemic urina is raising awareness of its recent survey, which found that dog ownership helped to support dog owners during the COVID-19 pandemic. The online survey questioned 1535 current and potential dog owners using validated scales assessing depression, anxiety, happiness, attitude, and commitment toward their pet, and perceived social support. It was found that dog owners had higher perceived level of social support and lower depression scores. The survey also identified that those who owned a dog had a more positive attitude to pets compared to potential dog owners who aspired to pet ownership in the future. The results suggest that the bond between dogs and their owners has helped to buffer against some of the negative psychological impacts caused by the COVID-19 pandemic.

The Purina survey results underscored the psychological and physiological effects of COVID on individuals: ● 67% of participants reporting they felt that COVID had had an emotional impact on them ● One-third of participants also felt that their health had been impacted by the pandemic ● 45% had experienced a financial impact. Francois Martin, M.A., Ph.D., Applied behaviour and welfare research section leader at Purina and lead Purina scientist on the project says: “Our research showed that dog owners fared better from a social support and emotional standpoint during COVID than people who like dogs but didn’t own one during the pandemic. Our work adds to a growing body of evidence demonstrating the power of the human pet bond, especially in times of stress.” Libby Sheridan MVB MRCVS, Purina Scientific Affairs Manager for the UK and Ireland said “The survey provided a unique opportunity to shed light on whether dog ownership would help to reduce or buffer the negative psychological effects of COVID-19. The research aimed to build on prior evidence that suggests that dogs can contribute to their owner’s positive affective state — a psychological term describing when people are in generally positive frame of mind like excited, enthusiastic, and inspired. Purina also set out to gain a better understanding of whether the power of the pet-owner bond continued to persist during the pandemic. Not only was the effect of dogs shown to be positive, it was also measurable and statistically significant.” These results show the positive psychological impact of dog ownership during uncertain times and the important role played by dogs in reducing the negative impact of adverse circumstances on people.

www.petproductmarketing.co.uk

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SMART

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Product highlights

New&necessities Fit & Wild aquarium ﬁsh food

Inn The Dog House box from Sniffe & Likkit A groomful of natural scented luxury pampering products, this is the ulti-mutt at home grooming set for pampered dogs. A houseful of natural aromatherapy scented grooming products with a bonus Scent Somethin’ Nice fragrance sachet to help waft away woofy whiffs! What’s inside the box: ● Give A Dog Cologne Fur Coat Conditioning Mist 50ml. ● Fragrant Fur Coat 3-in-1 Shampoo 50ml. ● 4 x Wippets fragrant and refreshing paw-kit cleansing wipes. ● Scent Somethin’ Nice hanging scented sachet. Trade details: All Sniffe & Likkit items are available from Pedigree Wholesale and direct from sniffeandlikkit.com

Feliway Help! FELIWAY Help! helps support cats struggling with stressful situations and reduces signs of stress w which include scratching, urine spraying, and hiding. It is an ideal solution for temporary stressful situations including parties or having house guests to stay, changes at home such as new furniture and decorating, and during holidays or short breaks. Eighty three percent of cat owners saw an improvement in their cat’s signs of stress after using FELIWAY Help!, which complements the FELIWAY range and provides more cat owners with the opportunity to use FELIWAY for temporary stressful situations. FELIWAY Help! is available as a FELIWAY Help! starter kit comprising an innovative, new device and cartridge providing pheromone support for seven days and covering 50m. The device is plugged into an electrical socket which warms the cartridge and holds a matrix impregnated with feline facial pheromones which are released into the environment. The device and cartridge should be plugged in two days before the stressful event. An extra free cartridge is available, offering seven days additional support, and can be claimed by following the instructions on the pack. A box of three cartridges can also be purchased to provide extra support in case of additional stressful situations. Abigail King, senior behaviour product manager at Ceva Animal Health, says: “FELIWAY Help! has been developed with cat owners in mind to help reduce signs of stress and support cats during temporary stressful situations and will perfectly complement the FELIWAY range.” The FELIWAY range now includes: FELIWAY Help!, FELIWAY Optimum Diffuser, FELIWAY Classic Diffuser, FELIWAY Friends Diffuser and FELIWAY Classic Spray.

Interpet has unveiled a new balanced, nutritious, every day, fishmeal-free food based on the natural diet of most aquarium fish — insects and small crustaceans. The Fit & Wild Aquarium Fish Food range includes flakes and pellets for goldfish and tropical fish, and veggie wafers and flakes for bottom feeders and more herbivorous fish. Adrian Exell, Development and Marketing Manager at Interpet, which is part of the Central Garden & Pet company, explains: “Our new Fit & Wild Aquarium Fish Food is a complete range of food, which offers a more natural diet for most freshwater aquarium fish and contains all the high quality, palatable protein that is closer to what they would eat in the wild, including Mealworm meal, Daphnia, Bloodworms, and Black Soldier Fly Larvae. “This new range offers aquarium fish keepers the chance to prioritise the health and well-being of their aquatic pets and lessen their environmental impact at the same time. “Fit & Wild is free from fishmeal, one of the traditional main ingredients of most aquarium fish foods. Fishmeal is mostly made of small oily fish, unsustainably harvested from the sea. Millions of tonnes of these fish are taken from the wild annually, which adds to the over-fishing issues that we face as a planet. These forage fish are also fundamentally important for supporting and feeding the marine food web, including animals like dolphins, sharks and whales. Feeding fish an insect-based food is much kinder to the oceans and wider environment.” As Interpet’s Fit & Wild food is an everyday fish food, closer to a fish’s natural diet and a more sustainable option, it should help bricks and mortar and online retailers develop a stronger relationship with their customers too. Adrian said: “Starting people with our high-quality fish food will help stores selling our products foster a long-term, brand-aware, loyal customer, who sees great results and makes return visits. As well as offering this new food as a standalone product, free samples will be included with our Interpet Bioactive Tapsafe, Greenaway and Gold Tapsafe treatments for consumers to try.” The Fit & Wild range is available for retailers to order now. For further trade information, retailers should contact their Interpet Area Sales Manager or sign-up to Interpet’s new online ordering system: https://trade.interpet.co.uk To find out more about the new Fit & Wild range, please visit www.interpet.co.uk/Products/Feeding/Fit-Wild.

Trade details: Visit www.feliway.com/uk, call the Ceva Animal Health head ofﬁce on 01494 781510, or email cevauk@ceva.com 8 July 2022

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Lily’s Kitchen adds to kitten and puppy ranges Lily’s Kitchen has expanded its kitten and puppy ranges with the launch of two new products: Tasty Cuts inn Gravy Multipack for Kittens and Chicken & Turkey Puppy Nibbles. Designed to give puppies and kittens the best start in life, the vet-approved Tasty Cuts in Gravy multipackk for h, made kittens and Chicken & Turkey Nibbles for puppies recipes have been specially formulated to support growth, with proper meat that’ll have them running back for more. The Tasty Cuts in Gravy for kittens multipack includes two nutritionally complete recipes, Chicken & Oceann Fish sponsibly and Chicken & Turkey. Each of these mouth-watering meals is brimming with freshly prepared meat and responsibly sourced ﬁsh, served up in a sumptuous gravy. Suitable for kittens from two months old, each pack containss eight mini-tins. Chicken & Turkey Nibbles for puppies have been developed following the success of the popular Chicken and hey give Salmon Puppy Nibbles. Packed full of proper meat, the nibbles are perfect for training puppies… or when they et- and you those big puppy-dog eyes in-between meals! Gently baked for a lovely chewy, ﬂexible texture, this vetnutritionist-approved recipe is suitable for puppies from two months old. ken & Lily’s Kitchen Tasty Cuts in Gravy Multipack has an RRP of £7 for 8 85g mini-tins. While Lily’s Kitchen Chicken Turkey Puppy Nibbles have an RRP of £2.65 per 70g pack. Lily’s Kitchen is dedicated to providing proper food for pets, a mission which has clearly resonated with the UK’s growing population of dedicated pet parents. Latest IRI data shows that as a brand Lily’s Kitchen is outperforming the pet care category with +41% sales growth — four times more than sector averages. Trade details: visit lilyskitchen.co.uk or email sales@lilyskitchen.co.uk

Natural Cornish Pet natural treats Furbulosa Fragrance-led home and lifestyle brand Fabulosa has extended its product range with the launch of a new pet-speciﬁc collection. Formulated to speciﬁcally target pet owners and with pets’ gentle noses in mind, the Furbulosa collection includes a trio of products: Furbulosa Carpet Stain Remover, Furbulosa Disinfectant Spray, and Furbulosa Pet Freshener & Odour Eliminator. The range, which has been developed to eliminate pet odours and kill 99.9% of bacteria and viruses, has been introduced in the fragrance Mediterranean Woods; a rich, sophisticated and woody scent with bergamot, olibanum, cypress, mint and basil leading to a heart of clove and verbena, resting on a complex heart of patchouli, velvet woods, tonka, benzoin, moss, amber and a hint of leather. The Furbulosa collection is suitable for inside usage on items such as g , and soft pet beds and blankets, crates, and other hard surfaces, rugs, furnishings — just ensure the area is dry before allowing pets to return. Adam Burnett, Group Marketing Director at Fabulosa commented on the launch: “Developed for pet lovers by pet lovers, the new Furbulosa collection is yet another exciting addition to our extensive product range, as we continue to innovate and disrupt further market categories with the power of fragrance.” First launching into the mature household cleaning category in 2019, Fabulosa has been rapidly taking market share. Trade details: For more info on Fabulosa, visit: www.myfabulosa.co.uk or email adam@ myfabulosa.co.uk with trade enquiries.

Natural Cornish Pet has added to their range of natural treats by introducing two new varieties of 100% sweet potato treats. Packed full of chewy goodness, Sweet Potato Chunks and Sweet Potato Fries offer a natural low fat treat option for dogs. Perfect for training and rewarding good behaviour, they provide the ideal snack and are suitable for dogs of all shapes and sizes. Sweet potato is a rich source of vitamins C and B6, as well as being a good source of manganese, potassium, and other B vitamins. Vitamin C can help to reduce inﬂammation in dogs and can also be helpful in improving their cognitive function. Vitamin B6 is absolutely vital in the functioning of the red blood cells that are responsible for carrying oxygen around your pet’s body and is also essential in maintaining a healthy central nervous system, as well as helping to regulate hormone distribution. Potassium aids electrical function in the brain and nervous system in your dog and manganese aids in the preservation of strong bones and cartilage. The common dark orange coloured sweet potato is also an awesome source of beta-carotene which is converted to vitamin A and can help to maintain and nurture your dog’s eyesight, as well as improving immune function. Sweet potato can also help to balance blood-sugar levels so is a good alternative treat for those dogs suffering from diabetes. This richly nutritious food source is also great for the environment as it reduces the amount of meat that your dog consumes in their dinner or treats. It’s also irresistible to dogs with its sweet and sticky ﬂavours and textures, making it a top choice for any dog owner who is looking for a sustainable and nutritious option for their canine companions. Trade details: For more product information visit www. naturalcornishpet.co.uk or for trade enquiries visit www. naturalpetwholsale.co.uk

Scoop’s Ice Cream for Dogs mint flavour Marshfield Farm Scoop’s Ice Cream for Dogs is a complementary feed designed as an occasional ice cream treat for dogs. Made to a dog-friendly recipe, Scoop’s Ice Cream is now available in two tail-wagging worthy flavours: Vanilla, with added Joint Aid for Dogs, and a new Mint flavour, with added Odour Aid for Dogs from GWF Nutrition. New to 2022, Scoop’s new mint flavoured ice cream is made with added Odour Aid for Dogs from industry leading, pet supplement specialists GWF Nutrition. This is a natural breath freshener with chlorophyll and omega 3 that helps to fight nasty bacteria in the mouth and gut. Dawn Hawking, joint owner at Marshfield Farm Ice Cream, says: “Scoop is our family farm dog who is always at our side. Fast forward a few years and Scoop’s dog ice cream is one of our biggest selling ice cream flavours, including our ‘human’ Marshfield Farm flavours, with over one million tubs made since we first launched! “Our expansion into a new mint flavour dog ice cream has been welcomed by trade who see great success with our dog ice cream being sold at hundreds of pet stores, shops, cafes, parks, walks, and even a handful of dog hotels! In fact, in January 2022 we were voted “Best Ice Cream Brand” by the readers of Fine Food Digest in the Best Brands Award, and it was noted that ‘the producer’s mini-tubs range was the big hit with customers, while another even nominated its Scoop’s Ice Cream for Dogs!’” Scoop’s Ice Cream for Dogs is available to buy in 125ml tubs for national trade and DTC home delivery (trade cases of 24 with national wholesale distribution, freezers deals and point of sale available).

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Trade details: to find out more, visit www.marshfield-icecream.co.uk and for trade enquiries visit Marshfield’s Farm trade hub: www.marshfield-icecream.co.uk/pages/trade-hub July 2022 9

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Product highlights Glove My Dog from Sniffe & Likkit This super-soft light-weight towel glove is made of a special blend of natural bamboo fibres using a patented technology, Tamboocel. Unlike many traditional fabrics, bamboo has an ultrafine microporous structure that gives it superior benefits over cotton, which can harbour malodours (and takes ages to dry). Environmentally friendly, these super soft towels are highly absorbent and fast drying — perfect for soggy doggies: ● Luxury, silky soft light weight texture. ● Soft and comfortable to touch — no squeaks! ● Perfect fabric for allergies and sensitive skin conditions. ● Super absorbent — up to 40% more than cotton, and breathable. ● Hypo-allergenic and antibacterial, resistant to odour, mould, and mildew. ●One size stretches to suit most dogs.

For the Love of Birds wild bird feed range

Trade details: All Sniffe & Likkit items are available from Pedigree Wholesale and direct from sniffeandlikkit.com

ROUND HAUS cat furniture

For the Love of Birds includes four core varieties, each using high quality ingredients and bright, impactful recyclable packaging. There are four specially blended, high nutrition products in the range including Premium Blend Seed Mix, Sunﬂower Hearts, High Energy No Grow Mix, and Peanuts. RRPs start at £2.65 and in addition to carrying the reassuring RHS stamp of approval, the range features the Fair to Nature accreditation as many of the seeds are sourced from farms which deliver the highest level of biodiversity through habitat and farm management. The range’s 100% recyclable packaging features seasonal advice and tips along with the wild bird varieties that each feed is suited to, providing customers with all the information they need to make the best choice for feeding small garden birds. Speaking about the new range, Empathy director Simon Taylor said: “Empathy has a strong reputation for providing high quality and natural products that are endorsed by the RHS. The new For the Love of Birds range aligns perfectly with Empathy’s values; the high quality seeds offer great value and provide all of the nutrients needed to look after garden birds naturally and sustainably.”

ROUND HAUS is a new multi-functional furniture family for curious cats and design-loving humans from luxury cat accessories brand Cheshire & Wain and furniture designer-makers Lozi Designs. Designed in East London and crafted by the highly skilled Lozi team, the creative union sees both brands’ expertise combine to create innovative designs that serve a cat’s complex needs and desires, with multipurpose human use for placement throughout the home. Aesthetically and functionally inspired by the Mid-Century Modern movement, the Round Haus Cat furniture family is beautifully minimal in its design using sustainably sourced, strong, and durable birch ply, which is cleverly engineered using only one piece of wood. ROUND HAUS is available in two elegant and intelligent iterations; each piece is crafted with the strictest attention to detail and includes a sumptuous faux shearling cushion for cosy catnaps inside the enclosed circular base. For the warmer summer months, the shaded, open structure promotes airflow and ventilation to offer cats a place to keep cool. ROUND HAUS 01 offers a hideaway, cosy Trade details: For the Love of Birds is available now, enclosed bed and perch for cats, and a for more information contact sales@rootgrow.co.uk or call step, seat, and side table for human use. 01795 411527. ROUND HAUS 02 combines a bed with a raised observation tower for cats to explore and is a side table, storage, or plant stand for their owner. ROUND HAUS 02 can also be placed upside down - perfect for cats that prefer sleeping in an elevated position. Lightweight for easy movement around the home, the seamless construction ensures each design is strong and durable enough to take the weight of a human. To ensure minimal waste, the final offcut created in the manufacture of ROUND HAUS 02 has been made into a small circular tray with an engraved cat design on the reverse. This little plaque can be used as a tray or hung on the wall to confirm a cat’s place of residence. Trade details: visit cheshireandwain.com for more information and for trade enquiries, email wholesale@cheshireandwain.com

Furr Boost smoothies for dogs The new smoothie drink from Furr Boost will provide healthy hydration to dogs this summer. Furr Boost manufacturers a selection of new smoothie drinks created by a former technical manager to the food industry with over 20 years’ experience, Louise Toal. Louise’s Beagle, Phoebe, became unwell with bladder problems which after investigations with her vet, were linked to the dog’s food. Using her technical background, Louise then started experimenting with protein shakes to help ﬂush out Phoebe’s system and to provide her with the hydration that she needed when she was refusing to drink enough water in the summer months. This led to the creation of the Furr Boost range of smoothies. Louise says: “There is no one else making a product like ours. Yes, there are drinks on the market that are botanical, broth based and electrolyte based, but none that are like a natural smoothie. Each of our recipes contains a meat, fruit and vegetable, along with added oils and vitamins, so it’s more than a hydration drink, it supports the dog’s wellbeing in areas such as digestion, skin and coat, anxiety, metabolism and immunity.” Furr Boost can be used in a variety of ways. Served frozen, it can be placed in a Kong Toy or lick mat for dog training or as a distraction, or simply given to a dog as a tasty icy treat. Unfrozen, it can be added as a topper to meals or on hot days, simply pour into a bowl for instant hydration. Furr Boost is available in three tasty varieties which all use the best quality 100% natural human grade ingredients: Chicken, Butternut Squash and Cranberry; Pork, Apple & Sweet

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Potato; and Beef, Broccoli and Blueberry. Other added ingredients include ﬂaxseed, coconut, and salmon oils, dried sea kelp, chicory root extract, yeast beta glucan, vitamins B&C and water. Furr Boost is also a sustainable product using packaging materials which are recyclable, avoiding single use plastic as each smoothie is available in a Tetra Pak Carton. Since launching, Furr Boost has seen its customer base grow online with a healthy presence on e-commerce websites but it is also now looking to expand its retail operation. The business is receiving a high level of international enquiries for the drinks and is currently exploring export opportunities. There also plans to introduce new varieties in the near future. Trade details: For further information visit: www.furrboost.com or for trade enquiries contact Louise Toal on tel. 01746 785 410, email: customerservices@furrboost.com, or visit the wholesale page: www.furrboost.com/wholesale

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Premium dog toys

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Product watch

In 2022 OASE continues to innovate and improve on its indoor aquatics range. Aquariums like the ScaperLine and the new biOrb EARTH (winner of the iF product design award 2022), are examples of the high standard of products OASE is developing.

The ScaperLine The OASE ScaperLine range offers aquascapers a perfect canvas to showcase their creations. Distortion free Optiwhite glass and bevelled edges ensure there is no compromise when viewing the aquarium. The cable duct keeps the cabling hidden and can be set up on either side of the aquarium. Magnetic tool holders in the cabinet door allow for easy equipment storage. The pull-out ﬁlter drawer means the external ﬁlter can be easily cleaned. There are three sizes of the ScaperLine available: 75, 180 and 250L. Alongside these sizes is a choice of two cabinet colours: black and grey.

CrystalSkim The CrystalSkim quickly and effectively cleans biofilm and plant remains from the aquarium surface. The integrated collection basket ensures the safety of the aquarium inhabitants by making sure they can’t get caught in the filter. A handy pair of tweezers is also included to remove debris from the skimmer. OASE has made the skimmer adjustable which means the power of the output can be set to suit the aquarium size. The floating ring on the skimmer ensures long service intervals without having to refill water.

biOrb EARTH The new biOrb EARTH is the complete vivarium. Combining both modern looks and impressive technology, this vivarium is at the cutting edge of reptile keeping. “Getting the natural environment right makes keeping the animals easier. It’s key to their welfare” – Barry Reynolds, designer biOrb EARTH Requiring only a single plug to run everything keeps this vivarium sleek and minimalist. The EARTH app allows you to set and control the temperature, humidity and lighting. All of which can be set for individual days, seasons and even the entire year. Humidity levels are maintained via the ultrasonic mister and rain units. Sensors at the top and bottom ensure humidity levels are perfect for the plants and animals kept inside. To truly mimic the real world SunLike LEDs produce the closest to sun light you can get. With 50,000 hours lifetime they are built to last. Three separate channels increase and decrease in sequence, so the biOrb EARTH features a true, east-west solar day – benefiting both animals and plants. UVA and UVB units replicate the conditions required by many animals. Fresh air enters the EARTH from a fan drawing it through an activated carbon pre-filter to keep it pure and free from contaminants. This new air displaces some from within the tank which is exhausted through activated carbon filters in the lid’s wings. As well as any odours, these filters and seals keep any live food inside the tank.

These products are all new for 2022. All share a theme of premium quality and expert knowledge throughout their development. OASE wants you to be better equipped in caring for your aquarium and in the case of the EARTH – reptiles. Speak to your local OASE representative for more information about any of these products.

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15/06/2022 09:15

G i e g e g l l er o H

A completely new twist on the classic Hol-ee roller. The JW Holl-ee Giggler enriches playtime with its fun giggle sounds, stimulating the dog’s auditory senses through fun new sounds that go beyond the common squeak. Customers will recognise the Hol-ee quality too, with its natural rubber and patented hexagonal holes. Add something new to your JW range today!

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sales@petproducts.co.uk

petproducts.co.uk 14/06/2022 14:11

Dog advice

The

IMPORTANCEof For dogs, play is a rehearsal for real life. Trainer Carol Price reveals the invaluable lessons dogs learn from playing with each other and with us.

lay is something we may think of as a purely pleasurable, recreational activity, but for the wider animal kingdom it has a much more vital purpose — particularly for animals like dogs who have long owed their survival to their ability to work together as a social group or pack. Play is really part of the social glue that keeps them together, which is why you tend to see it so often in dogs who are related, live together, or have otherwise forged a close social bond when they were younger. Play is also the way a dog starts rehearsing for real life, starting from very early puppyhood. To the more casual observer, the umpteen games and tussles of a new litter of puppies may seem like ‘fun’, but the puppies will also be learning so much about themselves and each other, like who is stronger or weaker, who they can more easily bully or take toys or food from, and the limits of how hard they can bite each other without triggering a painful retaliation (otherwise known as bite inhibition).

Lessons learned for the future

Often what puppies learn from their earliest play interactions with others can be carried on into their later life and behaviour. This can include a sense of greater inferiority or vulnerability, greater ability to bully or dominate others, or the rewards of using aggression to keep others away from their ‘stuff’. This is why it is so important for any breeder to try to better understand and control what puppies learn from their play (see ‘The lessons of play’ right) to ensure any potentially more harmful things aren’t learned by dogs during this highly formative phase of life. Things that more greatly concern me, when watching any litter of pups play, are individuals who seem more persistently detached or distanced from their littermates, and less interested in becoming actively involved with their games, as this could suggest a dog with lower social abilities. Neither do I like bullying pups who not only play more roughly and aggressively with others, but do not stop when the pup they are bullying yelps to signify his unhappiness or distress. Again, the bullying pup could well take the same behaviour forward into his future interactions with other dogs. And the pup who is bullied, realising that the normal code for making another dog stop hurting them — namely a yelp — does not work, could learn to become

more fearful of other dogs and their intentions, or even more defensive themselves.

More positive signs

Often the best place to get a pup is somewhere where there are also several other adult dogs present, capable of telling young pups, in an assertive yet essentially benign way, when their ‘playful’ behaviour is less socially acceptable to other dogs. All too often puppies who have not had their more presumptuous or over-boisterous approaches to play checked by adult dogs when they were younger can come a cropper trying the same behaviour later on less tolerant,older dogs. Something I also like to see, as a potential puppy owner, is one who, when I throw a toy, immediately goes and brings it to me to play with them, rather than take the toy away to play with by themselves. The first suggests a dog who values the interaction with me more than the toy itself, and these usually turn out to be dogs who are far more rewarding to work with and train.

New series

play

For some dogs, play of any kind is something restricted to puppyhood, which they cease to have much interest in once they develop more adult brains or identities. And in the main, the older dogs get, the lower their interest can be in having boisterous games with others. It is not always realised that the dogs with the greatest urge to keep playing with toys or others all their lives usually only do so as a result of retaining more ‘puppyish’ brains. This form of more arrested development in dogs is a genetic quirk selectively bred in them for generations, as a way of making them not only more appealing to us as companions, but also that much easier to bond with, train, and control.

Understanding different ‘play brains’ in dogs The way dogs play, and how long in life they like to continue playing with others, often has a genetic element or will be breed-related. In terriers, for instance, play may revolve around more predatory behaviours like chasing things then tearing them to pieces, which is why few toys — especially furrier or squeaky ones — tend to last long with them. Softer-mouthed gundogs/retriever breeds on the other hand may be gentler on toys and also keener on the experience of bringing them to you. Herding breeds like collies can very quickly get obsessed with the movement of toys, and chasing them, so you have to be careful not to let this kind of play go on for too long, to the point where the dog is suffering from more intense mental and physical over-stimulation. If not introduced to puppies at a specific phase of early social development, toys can become something that they can no longer relate to, or know what to do with, when they get older. This is a common issue in dogs who have come from more deprived early rearing backgrounds, especially those featuring minimum positive human input.

Playmates often form a strong social bond when they are young.

Puppies learn about bite inhibition through play.

Play prepares dogs for real life.

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15/06/2022 09:18

Dogs soon learn that playing with people can be rewarding too.

TOP TIP! The puppies in a litter who are most keen to bring toys to you to play with are often the best to train later. The way dogs play is often inﬂuenced by their breed.

THE LESSONS OF PLAY WHAT DOGS LEARN NATURALLY FROM PLAYING WITH EACH OTHER:

That said, it is still possible to teach most dogs the joys and rewards of interacting with people, if you start young enough and always make your games with them positive and fun. And it is also a massive part of their next major adventure in life — learning to live with humans. Often the huge social adjustment puppies have to make from around eight weeks onwards is under-appreciated. They begin their lives identifying as dogs, and playing and socially relating to each other as dogs, then suddenly all this stops when they go to new homes, and they find themselves having to reset this whole social learning process with people instead. It can cause many young dogs confusion, during which they may still attempt to interact or play with humans as if they were other dogs, including a lot of boisterous behaviour and nipping; the latter of which should always be discouraged. Another thing it is incredibly important to teach any puppy is how to share things — including toys — with others, and give back to you when asked anything they have got or taken.

“

Playing with people

Another thing it is incredibly important to teach any puppy is how to share things...

The dangers of play

The size differences in many dog breeds today means that things are not always physically even when they play together — a reason why so many dogs, and owners, can get injured when dogs play roughly or enthusiastically together, and things get heated or over-excited. So, if you have a smaller dog in particular, do be aware of the risks of bigger dogs landing on them or bowling them over, and indeed how easy it is for any dog to get injured in play once things get a bit more physical or rough.

You can learn a lot by studying a litter of pups and how they interact.

An invitation to play.

DID YOU KNOW? Dogs have their own special posture — front legs spread forward and bottom up — to invite play with others; it is called the play bow.

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● How to socially relate to other dogs and make social bonds with them. ● Their own individual strength, speed, size, or status in relation to other dogs. ● How to detect greater weakness in other dogs. ● Bite inhibition — or how to adapt the force of their bite in order to maintain social cohesion and/ or avoid greater conﬂict with other dogs. ● How to guard more prized resources from others.

AND WHAT WE NEED TO TEACH THEM: ● How to socially relate to people, as well as dogs, and make social bonds with them. ● How to ﬁnd socially interacting with people, as well as dogs, intensely rewarding. ● Even greater bite inhibition — it is NEVER OK to use teeth on people. ● How to share things with others, or give you back anything they have got, or taken, when asked (most of these will be covered next month).

Next issue

How you can use toys to teach your dog many valuable things.

July 2022 15

15/06/2022 09:18

TELFORD 25-26 September 2022 The UK’s National pet industry exhibition

Where the

pet industry

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The major pet brands under one roof

Register for FREE entry simply visit the website www.patshow.co.uk Correct at time of going to press Or for more information call 01892 862848 IMPACT.indd 3

09/06/2022 11:38

Cat knowledge THE CAT PERSONALITY TEST

Part five: how well does your cat get on with the other cats in the home? Have you got more than one cat at home? Dr Lauren Finka’s quiz will help you gain a better understanding of how well they get on.

Did you know?

onflict between cats that live in the same home can be common, easily missed, and certainly underestimated. Cats will generally avoid coming to physical blows if they can help it, meaning signs of tension between cats can be relatively subtle. For example, one cat could potentially be causing another discomfort by simply glaring at them from a distance. Cats can also easily monopolise important resources in the home by blocking another cat’s access to them. Many of the victims of this passive form of ‘bullying’ may go for the easy life and simply acquiesce. However, a seemingly tolerant cat isn’t necessarily a happy, contented one. While scientifically we don’t yet have enough quality research to fully understand the impacts of multi-cat living on cats’ well-being, cat conflict certainly has the potential to negatively impact individuals. However, the social dynamics within multi-cat groups can be influenced by many factors and these dynamics can also differ greatly between different multi-cat environments. As many of you will know well, no two cat-cat relationships are the same, and so it’s likely that the specific relationships among members within a group will also vary. Therefore, it’s possible that even in the same home, some cats might benefit from their multi-cat environment while others might find it stressful. This month’s quiz is therefore aimed to help you get a handle on the quality of the relationships between each cat pair within your home. If you have more than two cats, you may therefore want to repeat the quiz several times for each cat to really get a sense of the relationships they have with each group member.

Over a third of cat-owning households in the UK have more than one cat according to the CATS Report 2021.

Friendly interactions: have you ever observed these cats performing the following behaviours to one another? (Tick all that apply)

If you acquired these cats at different times, what were their initial reactions when they first met?

A Tail raised to attention, lots of sniffing (front and/or back end), some nose touching, and perhaps even a few cheeky head rubs or little licks. B Tail raised, some tentative sniffing, then back to business as usual — is it dinner time? C Some crouching and perhaps looking a little tense, avoiding eye contact, and pretending to be really interested in other things. D Lots of crouching and looking tense, engaging in a staring contest, and possibly some hissing, or one cat tentatively creeping away from the other. E A total stand-off: yowling, wailing, growling, hissing, possibly followed by some swiping and chasing

It’s ‘snooze o’clock.’ Are the cats:

A Curled up next to each other cat in a furry little love ball, even though there are a million different places where they could be sleeping. B Sleeping near to each other, but there’s no fur-on-fur contact. C Sleeping in the same area but facing away from each other. D Sleeping as far away from each other cat as possible. E One was sleeping peacefully, minding their own business until they were unceremoniously turfed off their spot by the other.

How often do you generally see these cats in the same room/ area of the house? A Most of the time; they are pretty much joined at the hip! B Regularly, although they also enjoy a bit of alone time too. C Only if they are both partaking in the same activity, such as they are after food, attention, or a warm place to rest. D Almost never (perhaps there’s a Clark Kent/Superman thing going on here?). E If one cat sees the other cat approaching, they will usually clear off, sharpish. Or: Often, but they’re usually squabbling. 18 July 2022

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Each cat needs their own resources.

How often do these cats interact?

A Every day; there’s usually quite a lot of mutual appreciation going on, complete with rubbing, grooming, and play rituals. B Some days they might have a little play and/or partake in a quick grooming session. C They might glance in each other’s direction or give each other a quick sniff, just to check they still smell the same. D One cat sometimes tries to interact with the other, but it’s usually very one-sided. E They’re either fighting, shouting, and wailing at each other, having a staring contest, one is chasing the other away, or they are both trying to avoid each other.

■ Deciding to hang out together or share things (e.g. food, beds, sofas, warm spots), even when there are lots of different options to choose from. ■ Waving their furry white flags of peace: tails raised upright when approaching each other, sometimes with a slight kink in the end. ■ Tail wrapping: the cats stand next to each other and their tails become intertwined. ■ Touching noses. ■ Allogrooming: (i.e. both cats groom each other), either at the same time or they take it in turns. ■ Allorubbing: (i.e. both cats rub against each other), either at the same time or they take it in turns. ■ Playing together: this may include stalking, chasing, pouncing, and ‘rough and tumble’, but they should both be equally into it and neither hissing, growling, or looking tense. ■ Sleeping in a furry heap together or gently touching while snoozing. ■ Purring or chirruping sweet nothings into each other’s ears. HOW OFTEN DO YOU NOTICE ANY OF THESE SIGNS?

A Pretty much all the time; it’s a total cat love-fest in my house. B Quite often, when they’re both in the mood. C One cat is often keen to be friendly, but it’s usually not reciprocated by the other cat, or they mainly just tolerate it. D I hardly even see them in the same room together. E Never; they are usually as far away from each other as possible. www.petproductmarketing.co.uk

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Signs of being relaxed and at ease: when your cats are in close proximity, do either of them display any of the following?

(Tick all that apply)

■ A relaxed posture, sometimes resting on their side and no obvious tension in the body. ■ Exposing their sacred tummy area (but not accompanied by any paw swiping). ■ Sleeping deeply and peacefully. ■ A relaxed facial expression, ears pricked and pointed forwards. ■ Eyes gently closed as if appreciating a beautiful piece of music. HOW OFTEN DO YOU NOTICE ANY OF THESE SIGNS?

A Pretty much all the time; my cat seems quite relaxed around the other cat. B Quite often. C Occasionally. D Occasionally, but only when both cats are a good distance away from each other. E Never.

Avoidant behaviours: when your cats are in close proximity, do either of them display any of the following?

(Tick all that apply.) ■ Pretending the other cat doesn’t exist. ■ Keeping their distance as if they’re allergic to the other cat. ■ Avoiding direct eye contact or facing away from the other cat. ■ Time-sharing: they may schedule their daily activities (e.g. eating, drinking, using their litter trays, sleeping, going outside, or getting attention from you) in such a way that they never have to come into contact with each other. ■ Having their own separate territories — it’s as if they drew an imaginary chalk line down the house and they’re sticking to their side of it. HOW OFTEN DO YOU NOTICE ANY OF THESE SIGNS?

A Never. B Very occasionally. C Regularly. D Most of the time. E They always avoid each other, unless they’re having a standoff, fight, or one cat is chasing after the other.

Unfriendly interactions: when your cats are in close proximity, do either of them display any of the following? (Tick all that apply.)

■ Staring directly at each other, either at close range or from afar; first one to blink loses. ■ Facing each other sideways on with an arched back and puffed-up tail, doing their best ‘Halloween cat’ impressions. ■ A Mexican standoff: both cats facing each other in close proximity, both refusing to move. ■ One cat standing upright, almost looming over the other cat who may be in a tense, crouched position or lying defensively on their side, paws ready to swipe if necessary. ■ One cat stalking the other (but more in a ‘I want to kill you’ than a ‘I want to play with you’ kind of way). ■ One cat chasing the other (who usually obliges by getting the heck out of there ASAP). ■ One cat displaces the other by forcing them to move aside. ■ One cat blocks the other cat’s access to a resource, such as the cat flap, a comfy spot on the sofa, food bowls, or even you, by placing themselves in the way. ■ One cat vigorously grooms the other cat (who’s clearly not enjoying it and doesn’t reciprocate).

Signs of worry or being uncomfortable: when your cats are in close proximity, do either of them display any of the following?

(Tick all that apply.) ■ Tail swishing or thumping, like an angry snake, usually while holding themselves low to the ground. ■ Blinking, perhaps turning their head to the side, shaking their head or body, or licking their nose; brain reset is being attempted. ■ Suddenly deciding they are extremely dirty and launching into a short, frantic grooming session. ■ Suddenly going a bit still, doing their best statue impression. ■ A tense or hunched posture, all limbs pressed to their body, their head pulled in as if they no longer have a neck. ■ All four feet firmly planted on the floor as if they’re ready to ping off at a moment’s notice. ■ Ears rotated or flattened down the sides of their head. ■ Performing a big gulp or obvious swallow. HOW OFTEN DO YOU NOTICE ANY OF THESE SIGNS?

A Never; both cats are usually quite calm and at ease around each other. B Very rarely, and it was probably more to do with other stressful events going on in the house. C Sometimes, especially if both cats are together for any length of time. D Pretty much all of the time. E Often, especially when one cat decided to approach the other.

■ Growling, wailing, yowling, or hissing. ■ Physical attacks, including swiping with front legs, pouncing and grabbing, biting and kicking with back legs in a ‘raking’ fashion. This is likely to be done with more force or intensity than during in play and may incorporate some of the above sounds. HOW OFTEN DO YOU NOTICE ANY OF THESE SIGNS?

A Never. B Very rarely, but it was probably the consequence of a ‘play fight’ that got a little out of hand. C Perhaps once or twice, but only when there are lots of stressful things going on at home. D Often. E Always.

COMMON CAUSES OF HOSTILITY AND CONFLICT BETWEEN CATS: ● THE CAT’S ANCESTRY: Because cats are still so closely related to their solitary, territorial relatives, their brains may often still be programmed to see most cats as foes. ● THE CAT’S PREVIOUS EXPERIENCES: If a cat has been well-socialised with other cats as kittens and then continues to have nice experiences with cats as they grow up, they may be much more likely to accept living with other cats as an adult. ● THEIR PERSONALITY: Just like us, the personalities of some cats can clash, meaning they just don’t get on. ● THEIR FAMILY TREE: If your cat has lly hostile parents that were generally ther cats, and unfriendly towards other nces of your this may increase the chances encies. cat showing similar tendencies. dies suggest ● AGE DIFFERENCES: Studies that older cats could ﬁnd sharing their living quarters with other cats more challenging. H: If cats live ● THEIR MENTAL HEALTH: t, when in a stressful environment, times are hard, cats will very rarely upport; most look to one another for support; ct, do the of the time they will, in fact, exact opposite. TH: If onee ● THEIR PHYSICAL HEALTH: of your cats is physically unwell

INTERPRET YOUR CAT’S SCORE: My cats scored mostly A’s and B’s Your cats are likely to see themselves as being part of the same cat family. They will generally have friendly, amicable relationships and benefit from each other’s company. It’s still important to bear in mind that the social dynamics within multi-cat groups can change, and sometimes even two cats that used to get along well can start to experience conflict in their relationship. For example, if one or both of your cats are still young, be aware that their personalities can change, especially after they reach sexual or social maturity. It can be quite common for two cats that got on very well as kittens to naturally drift apart and become more aloof or less tolerant as they mature. Other factors such as changes in the cats’ health or their social or physical environment might also negatively impact relationships between cats.

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Be sure to periodically check in on your cats’ relationship and be mindful of the more subtle indicators of tension between them (refer to the check lists in the quiz). You can also manage their physical environment in a way that helps to prevent possible cat-cat conflict from occurring.

My cats scored mostly C’s Your cats behave more like colleagues or acquaintances than friends or family. While there may be no obvious signs of tension between them and they may appear to co-exist relatively peacefully, it’s unlikely that they enjoy living together all that much. When they are in close proximity, this will usually be due to shared interests, rather than because they actually want to spend time together. Their relationship is probably built on the principles of tolerance and conflict avoidance and this is usually what helps to keep the peace. Be careful not to miss some of the possible, subtle signs of tension between these two and make sure to

or in pain, they may want to avoid interactions with other cats. ● THEIR HORMONES: If any of your cats aren’t neutered, they are likely to have higher levels of both sex and stress-related hormones coursing through their little furry bodies. ● THEIR ENVIRONMENT: Cats are more likely to experience conﬂict and competition with other cats when they are forced to be in close proximity or have to share all of their resources. ● CURRENT CAT SOCIAL DYNAMICS: Each cat will add something different to the dynamics within your multibig cat home. However, some ‘big personality’ cats might inﬂuence things more than the quiet, timid ones.

manage their environment nvironment in a way that supports their peaceful co-existence.

My cat scored ed mostly D’s and E’s One (or both) of your cats is likely to see the other as an enemy and they are clearly less than thrilled about their current living arrangements. The hostile situation between your cats has the potential to compromise their sense of well-being and is unlikely to fully resolve itself without your support and intervention. First of all, it can be very useful to try to understand the potential reasons why two cats might not be getting along. This can help you to then decide how best to manage the situation.

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Small companions

A Beginner’s Guide to

s g i P a e Guin

he guinea pig population in the UK has more than doubled in the last two years and now stands at an estimated total of 900,000. As well as an increase in pet numbers, growth in the pet care sector as a whole is being driven in part by the increasing humanisation of pets, with 72% of pet owners referring to themselves as their pet’s parent. These pet parents want the very best and retailers can position themselves as trusted, knowledgeable sources of advice and information, so benefitting guinea pigs and their owners, as well as encouraging repeat store visits and increased basket spend. Guinea pigs have often been thought of as a good first pet for children, and while with adult supervision this can be the case, it is increasingly recognised that these cute rodents have a number of very specific care requirements and unique needs that must be addressed to keep them in optimum health. Many new owners lack this knowledge and some helpful advice from the retailer prior to purchase will ensure that new pets have the best start in life. So, what are the ‘need-to-knows’ when it comes to guinea pig care?

Social creatures: two’s company

Guinea pigs are herd animals, living in groups of 10 to 20 in the wild, so keeping them as solitary pets goes against their natural instincts and is detrimental to their health and wellbeing. It is often surprising how many owners are unaware of this fundamental need for companionship and this needs to be one of the first conversations that retailers have with potential purchasers. Indeed, many pet stores now have policies of only selling guinea pigs in pairs (or more). Young guinea pigs, especially those from the same litter, are the easiest to bond but with time and patience, bonds can be formed between older guinea pigs and those from different litters. The intention is to form a bonded pair who will spend the rest of their lives together. Of course, the group can be greater than two, as long as there is enough space to cater for their needs.

Top tips for bonding

● Age is often irrelevant, however, animals of roughly the same age have a better chance of being together for longer. ● Neutering will help with successful bonding. ● Allow plenty of time for the bond to happen. ● Provide neutral ground during the bonding process, somewhere to minimise any territorial issues. ● Neutered males and females from the same litter will often have the best chance of bonding. ● Add tasty treats to the bonding area to help form positive associations.

Make a hutch a home

One of the larger purchases at the start of small pet ownership is living accommodation. Retailers will be familiar with available options and will be aware that one of the key considerations will be ensuring that any hutch and run is of adequate size — owners very often underestimate the space required. Hutches should be at least 7.5 square feet (approximately 1m2) for two guinea pigs, increasing to 13 square feet (approximately 1.2m2) for three guinea pigs. An enclosed run with a roof should also be provided to ensure adequate exercise levels. As well as a hutch and run, retailers can make recommendations on additional living quarter purchases, such as: ● Bedding — high quality absorbent bedding material will help to wick away moisture and make it easier to keep the hutch clean and dry. There are many bedding options to choose between, and they vary in how comfortable and absorbent they are. Supreme’s Tiny Friends Farm Eco Bedding is naturally absorbent and soft on small paws, as well as being light and dust-free. As it’s made from surplus paper, it’s environmentally friendly too — a big plus point for many owners.

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Claire Hamblion Marketing manager at Supreme Pet Foods ● Cleaning — toilet areas need to be cleaned daily and uneaten fresh food removed. Once a week, a more thorough clean should be carried out and recommending a suitable pet-safe cleaning product increases basket spend as well as benefitting pet and owner. Supreme’s Keep it Clean spray helps protect against germs, including bacteria, as well as reducing odours. ● Enrichment — toys, ramps, and tunnels can add interest to living accommodation and also provide hiding places which is so important for these prey animals.

Optimum nutrition for optimum health

Guinea pigs are herbivores with a digestive system that is highly specialised for digesting lots of fibre-rich plant material. This specialised gut is also delicate though, which means that guinea pigs need high-fibre nutrition that respects their natural diet in order to keep them healthy. Poor health in guinea pigs is often in part due to incorrect diet and retailers can be a great source of trusted nutrition advice, helping to forge strong relationships with customers and thus repeat visits. A guinea pig diet should comprise: ● Unlimited hay — at least 80% of the diet should be good quality feeding hay. Guinea pigs should eat roughly a guinea pig body-sized portion every day, but in reality, it is best to allow free access to hay at all times. Premium quality products such as Science Selective Timothy Hay or meadow hay, such as Russel Rabbit Tasty Hay, make a highly palatable, nutritious choice. ● A carefully measured portion of guinea pig food every morning and evening — this should be high in fibre too and no added sugar diets are preferable to those that contain sugary ingredients like molasses. Where selective feeding is a problem, retailers can help to overcome this by suggesting a mix that includes tasty extruded nuggets, such as Gerty Guinea Pig Tasty Mix, or switching to a fully monocomponent diet, like Science Selective Guinea Pig or Gerty Guinea Pig Tasty Nuggets. ● Fresh leafy green vegetables — a handful of fresh leafy greens add variety to the diet, as well as being a source of additional fibre and other nutrients. ● Occasional treats — these can be hand fed to help reinforce pet-owner bonds or hidden round enclosures to encourage natural foraging behaviour.

Knowledge as a tool to raise your store proﬁle

Providing companionship, safe and secure living accommodation, and the correct diet will go a long way to keeping guinea pigs happy and healthy. However, owners are becoming increasingly knowledgeable about their pets and as the trend to consider them as family members continues, so does the thirst for knowledge. Adding some extra snippets of advice and information to your retailer toolbox will always be of benefit. The importance of vitamin C Just like humans, guinea pigs have a requirement for Vitamin C in their diet. Without adequate levels of this vitamin, signs of deficiency (scurvy) will develop: ● Poor coat. ● Ulcers on skin or gums. ● Diarrhoea. ● Dental problems. ● Swollen feet or joints. ● Reluctant to move. ● Poor appetite. This essential need for vitamin C is one reason why good quality food, formulated specifically for guinea pigs should

be recommended. Vitamin C is relatively unstable and tends to degrade over time, especially if it is exposed to light, heat, and moisture. Therefore, it is important that owners follow the manufacturer’s storage and use by instructions. Some diets, including all of Supreme’s guinea pig diets, contain vitamin C in a stabilised form to prevent it from degrading. Care should be taken to avoid selective feeding as in many mix foods, vitamin C is added to the cold-pressed pellets, but these are often the least tasty bit. Recommending a highly palatable mix that uses extrusions (as opposed to traditional cold-pressed pellets) or mono-component alternatives helps overcome this. Besides pellets, the second main source of vitamin C in guinea pig diets is fresh vegetables. Options that are particularly high in vitamin C include kale, parsley, spinach, salad peppers, and broccoli florets. Remember that vitamin C requirements increase in young, growing guinea pigs and during pregnancy, lactation, and illness.

Heat stress

Guinea pigs are particularly susceptible to heat stress. They cannot sweat and are unable to cool down by panting so they can start to show signs of heat stress at temperatures of 24 or even lower. As prey animals, guinea pigs are very good at hiding signs of illness as in the wild, showing any signs of vulnerability would make them an easy target for predators. It is important that new owners are warned to keep a close eye on their guinea pigs as the weather warms up so that they will be able to pick up on the signs of heat stress as soon as possible. Signs of heat stress include lethargy, panting, drooling, and convulsions. Emphasise the importance of seeking prompt veterinary attention for any signs of illness in guinea pigs, as all too often the outlook is poor unless appropriate treatment is started straight away. Top owner tips for keeping guinea pigs cool ● Move the hutch to a shady spot. ● Provide a breeze either by positioning the hutch to take advantage of a natural breeze outdoors, or by using an electric fan indoors. ● Provide plenty of fresh water, adding ice cubes for extra cooling. ● Offer cool snacks straight from the fridge. ● Use cooling mats as an additional means of keeping pets cool in warm weather.

In-store displays to showcase your knowledge

Creating eye-catching in-store displays is always a great way of attracting customer attention and starting conversations. Why not showcase your guinea pig knowledge by combining educational posters and leaflets with a selection from your product range. Include essentials such as housing and food together with optional extras such as healthy treats, enrichment toys, and even cooling mats, to increase basket spend. Supreme offer a range of options to grab attention and liven up displays including posters and FSDUs. Shelf layout is also important. It’s worth thinking about gateway products that are established and well-recognised and using these to lead into clear vistas for browsing. For example, place your most popular mono-component nugget products at customer eye-level and lead from these to haybased products and treats. At Supreme, we use consistent brand images, helping pet owners to easily connect the products, increasing sales of multiple items from our range.

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Pet PR

And the Winner Is… It’s awards season which is a great way to take stock and gain great publicity. Alison Gallagher-Hughes is on hand to share top tips for writing a brilliant award entry.

Alison Gallagher-Hughes Journalist and PR expert who owns Tillymint Communications, a marketing communications agency which specialises in a range of B2B and B2C industries, including the pet sector. Visit www.tillymint.co.uk or email info@tillymint.co.uk he Oscars, the BAFTAs, the Grammys, or the Booker… most of us will have watched or been part of an awards ceremony. But it is not just the rich and famous that get to enjoy a moment in the spotlight, most industries, professions, and business communities stage annual events to highlight achievements, promote good practice, and recognise innovation. Modesty may be part of the British condition and although it may not be in our nature to blow our own trumpet, there are many good reasons why we should consider entering one ourselves. For a start, it’s good to take stock and acknowledge our progression and accomplishments. With the rapid pace of modern life, we are so focused on looking forward that it’s all too easy to forget how far we have come. Awards are the perfect prompt that allow us to do this: take stock, assemble the evidence, and reflect on our achievements. Recognition can be ideal for morale. Also, it can be good for business too — win or lose, a shortlisted finalist should be able to enjoy the moment and the publicity that comes with it. An awards event, if there is one, also provides an opportunity for networking, will highlight your products and services, and elevate your brand. Within the pet trade industry, the awards season is upon us, so to get you geared up to enter, here’s our top 10 tips on how to prepare the perfect entry. Consider the landscape Not all awards are of equal merit — some are more credible and offer greater kudos than others. Identify those that are industry leading or are connected to professional associations or media titles. Avoid vanity awards — the ones that are income generators for events management companies or small publishers. They are often identified by unsolicited invitations to enter or have undefined categories/entry criteria. There may also be hidden costs by way of advertising or attendance, so choose wisely. Pause for thought Once you have found the awards that are right for you, read through the process and make note of key dates. Most awards begin with an online submission, so register to access the site, review the categories, and decide on which ones are most relevant. When you’ve decided, make a note of the questions/section headings and word counts, so that you can prepare you entry offline and copy and paste it into the site once you have had a chance to review and proof it. Consider the cost, in addition to the entry fee, as there may be a cost to attend the event along with travel and accommodation. Also check your diary to ensure that if you are shortlisted you are free to attend. Do your research The awards website may be a showcase to kickstart the process and may not have all the information that you require. Don’t be embarrassed to seek further clarification: contact the organisers to find out what the process involves following the written submission. Shortlisted candidates may be interviewed by a judging panel, asked to submit

22 July 2022

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supporting documentation, undertake photoshoots, or prepare video submissions. If you are aware of the requirements, you can make time for them. Also, check out other parts of the website. Are there case studies or examples of the previous years’ entries? If so, read them and see if there is anything that makes them stand out. Be aware of deadlines Give yourself plenty of time to prepare your entry. It’s likely that you will need to gather information to support your entry and it’s best not to do that under pressure. Some awards may also have a tiered pricing structure in place for early birds, standard, and late entries. If you are looking to submit entries for more than one category, it can be most cost effective to submit them earlier rather than later. Read the question Focus on what the judges are actually asking — don’t just fill your entry with the contents of existing sales and marketing materials. Answer the question and qualify it, referring back to the section criteria and any advisory information. Content is King ■ Be thorough: demonstrate that your project was well planned, executed, and reviewed. ■ Be factual, outline your thinking but don’t hypothesise. ■ Write clearly and succinctly — avoid jargon or businessrelated vocabulary. If you are using acronyms, spell them out in the first instance putting the abbreviation after, allowing you to apply the shortened version when referencing again. ■ Be consistent — don’t flip flop between the first and third person. The entry criteria may indicate a preferred style. ■ Where possible, use headers to break up the text — reading entries in bite-sized chunks is easier than great dirges of text. ■ Make them sit up and take notice — if you have something to shout about, say it with a killer statement that you can then go on to back it up. ■ Consider how the submission will be assessed — will judges be making a paper sift or assessing digitally? This will allow you to decide whether to signpost external sources, such as websites or social media channels. ■ Write the award summary last — this is often found in the initial section but it may be best to return to it when you can outline the salient points. Keep to the word count Some awards sites will not let you submit an entry if a section is over-written. If you are over, move on to the next section and review it with ‘a clean pair of eyes.’ This will help you return to it afresh, perhaps cut out some of the flab with a change to phrasing or cutting out unnecessary words. Crunch the numbers Quantify results by including statistics or budget information. Use them to demonstrate and evidence key points within your submission, particularly if your entry is linked to a small business or low-budget category. Remember, biggest isn’t always best, it’s what you achieve and how you get there, not just turnover and profit margins.

Check and check again Proof your entry before submitting. Sloppy spelling, grammar, and typos may give the judges the impression that you’ve not put enough effort into the entry process. Allow sufficient time to forward the entry to someone else for proof reading where possible. Learn from the experience If you don’t win first time around, learn from the process and try again. Use the process as an opportunity for assessing and benchmarking performance. This will help you identify improvements and developments that can be made across the business and increase your chances of winning awards in the future.

Awards to look out for Pet Product Marketing Retailer Recommends Our annual awards run to recognise excellence in the pet industry. Our readers get to vote for the best products, brands, and services in the trade.

Pet Industry Federation Awards www.petcare.org.uk/index.php/pif-awards-2022 Entries close: 29 July 2022 Awards event: 17 November 2022

Pet Quip www.petquip.com/uk/awards Entries close: 30 June 2022 Awards event: 25 September 2022

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Reptile care

Being energy efﬁcient… …without compromising animal welfare The right lamp can bring better welfare and save money.

John Courteney-Smith MRSB Arcadia Reptile; Head of Science and Innovation/Author/Herpetologist he one big topic on all of our minds at the moment is energy spend. Worrying about price caps and monthly bills has become a national obsession. As a hobby, both reptile keeping and aquatics have been associated with higher energy spend and this is due to the number of electronics required to sustain life. For reptiles, this is vastly important as these incredible animals are powered by the energy contained within light. A lack of, or an imbalance of energy going in, equates in full to a lack of energy available to maintain life. Higher bills could, of course, mean that for some, especially those with multiple species, that the animals become unaffordable and may lead to heart-breaking rehoming. As technology advances alongside our own knowledge of the biological function of these species, we can indeed make good choices in order to reduce energy spend, while also ensuring that animal welfare is not compromised. If reptiles must receive a certain quantity of energy per day to create a certain temperature and UV Index, we can choose lamps and methods of control that are more able to provide this in a less wasteful and more accurate fashion. Not all heat lamps or heat sources are equal! As we learn more and more about infra-red, we are starting to see that certain wavelengths are more bioavailable than others. In simple terms, the more like the spectrum of unfiltered fullspectrum terrestrial day light is as an emission from a lamp or lamps, the more fully and deeply this energy can be used by life. Why? Because it is this provision that all life has developed towards over vast time, therefore it is perfect. As an example, the sun provides us with energy directly within Infra-Red-A and Infra-Red-B. These are therefore the most bioavailable or usable wavelengths of light. Heat sources, such as ceramic heaters, heat mats, cables, and radiant heaters, only provide energy within Infra-Red-C which is not provided directly by the sun. IR-C is available on Earth through convection and re-admission after the sun has heated an object. It is IR-C that we feel as warm air and IR-C that creates our weather. IR-C does not impact the dermis very deeply at all and as such is not a good choice as a primary heater. It is very good, however, at warming air and water vapour in air. This is why IR-C heaters are so drying. Changing from a high wattage ceramic heater, which are inherently wasteful due to their design (emitting heat all over the lamp in an unfocused and uninsulated way), and moving towards a lamp that has a more natural or ‘wild-like’ spectrum, and is better insulated and focussed can indeed save money.

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Warm air is required of course, but it is not a good provider for life. Therefore, to power an animal and create a suitable basking zone we have had to run powerful lamps for long periods. Being poorly insulated and emitting energy all over said device also means that this energy cannot be targeted to an area appropriate per species basking zone.

The right light So, what are our choices? Tungsten flood lamps — these produce a much more natural spectra, being heavy in IR-A. This means that we have some visible light and lots of red and short wavelength Infra-red. They are simply more bioavailable to life. They are also reflected; this means that the flood of light produced can be targeted over a basking zone. They can be placed in a deep dome fitting which will aid with some insulation and projection of heated air around the lamp downwards. A better choice by far but still not the most cost-effective option. Halogen Flood lamps — these produce a very similar spectra to Tungsten lamps, slightly skewed more fully into red but non the less highly bioavailable. They are also much better reflected internally which reduces waste heat coming out of the sides and back of the lamp and pushes almost all of it forwards. They are also made from much thicker, highly insulated glass. This again keeps more heat within the envelope of the lamp which can be pushed forwards by the reflector. Halogen lamps also use halogen gases within a capsule heated by a tungsten coil to create light, the result is that they produce more light per watt used than standard tungsten lamps — they are brighter. If a 100w tungsten can replace a 150w ceramic, a 75w halogen can replace the 100w tungsten. Lowering spend in line with the decrease in wattage required. Deep Heat Projectors — These use new tech to produce some IR-A, lots of IR-B and some IR-C but mostly from convection of the heated lamp. This makes them more bioavailable as an energy choice than ceramics, mats, cables and RHP. DHP lamps are highly efficient and very well insulated and reflected. They produce no visible light and can be used 24/7. A 50w DHP if used correctly can replace a 100w ceramic in terms of heat production, but would be far more bioavailable to life also. In short, an animal previously kept with IR-C heating would have more energy to use when moved to these lamps and they would require far less energy to reach optimal basking.

We can then look at the provision of UV. We should be providing a minimum footprint of projection that covers the whole animal at basking. This is nose to vent in lizards and the whole of a snake while coiled at basking. We can provide wider areas of course for animals living in good sized enclosures, but in most cases a dragon living in a 4x2x2’ viv can be provided with a 24w of a suitable % of UV-B to cater for the UVI needs of the species at the given basking distance per keeper design. For almost all this will be 12% UV-B. Moving from old style T8 lamps to HO-T5 kits will also increase the quantity of the whole spectrum of light, including visible light and UV, which aids natural basking. T5 systems are flicker free which are better for reptilian vision and they waste less energy than magnetic control systems for T8. There are savings and welfare increases to be found with swapping to high quality HO-T5 systems from T8. Using a good quality dimming thermostat for the heat lamp can dramatically reduce energy spend, save lives from over-heating and prolong the life of heat lamps. If you have a 100w lamp running for 12 hours a day direct to mains it is drawing a round 100w all day. Heat will continue to build which risks the dangerous over heat. Having good dimming control means that via a probe, temperature is measured as being live and the energy supplied to the lamp altered to maintain a set temperature. This may then mean that the lamp is only drawing 100w for the first hour or two and then drops down to 30 — 60% for the rest of the day as it maintains the selected temperature. If we can cut our running hours or level of energy going in over the day by even 30 — 40% this makes up for the recent increases in electrical cost when compared to those running direct to mains. We can therefore see an increase in welfare by moving from wasteful heating systems that have a low bioavailability to those that use less energy to create a higher level of animal welfare. We can choose UV systems that use less and waste less energy while also seeing a potential decrease in energy spend. We can protect our animals and lower our energy spend much further (in most cases and especially in the warmer months) by using good dimming thermostats correctly. Asking struggling keepers what systems are currently being employed and then helping them to make small changes can therefore lead towards higher welfare, lowered running costs and most importantly, less heartbreak from avoidable rehomes.

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Business advice

Work out how much each customer is worth to your business.

Offering a lifetime of value to customers Writer/researcher for independent businesses.

The meaning of lifetime value The lifetime value of a customer is easy to define. Very simply, it’s the value that a customer will add to your bottom line over the time that you have a business relationship with them. And the best part of the concept is that it’s very easy to work out once the few elements of the calculation are established. To start with, you need to know your average sale value. For the sake of simplicity, just divide your turnover by the number of sales you make in an average year. For the example below a nominal value of £100 is used. Next, you need to consider the percentage that makes up your profit margin. The calculation assumes a 30% margin. It’s also important to understand how often a customer will buy from you. This will become the purchase frequency in the example. This can be worked out by dividing turnover by the number of unique customers that you serve in a year. For our purposes, we’re going to assume that customers buy three times a year. The calculation also needs to consider just how long your business relationships last — the lifespan. This is harder to work out, but it’s not beyond the realms of reason to assume three years which is what the example uses.

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But the calculation goes further. A customer can both spend with you and recommend you on to others who in turn will both spend with you and also make additional referrals. This can make a huge difference to how valuable they are to you. Knowing this and knowing who your happy customers are means that you should ask them if they wouldn’t mind making referrals on your behalf. Over the course of a trading year, it’s quite reasonable to expect two referrals a year from an existing customer — and this is the number the example uses. The last piece of information required to perform the calculation is an understanding of the referrals conversion rate. In other words, how many referrals go on to buy from you. Not all will and 50% is a fair assumption to make.

Consider the following where you: ● Raise the average sale value by 10% ● Improve the margin by just 10% too. ● Make just one more additional sale to each customer each year. ● Keep the customer for four, not three years. ● Improve on the referrals by say, 100%, one more in the example.

What would this mean for you?

Adam Bernstein

e can all be very short-termist in our outlook. We invariably want bread today rather than jam tomorrow. And so it is with how we often view customers — we rather mercenarily look at what they’re worth to us now, rather than looking to see just how valuable they could be over the time that we deal with them. But knowing a customer’s true lifetime value can be a real eye-opener. As we will see, a simple sale may be vastly more rewarding in the long run and knowing this helps us both understand how much can be spent on finding new customers and why each and every one should be placed on a pedestal.

better off you would be if you ask customers to refer you on to others and then over time, ask those referrals to refer you on too. In the example worked out earlier, just one referral increased the lifetime value of the original customer by 100%. By establishing the lifetime value of a customer, you’ve also gained an insight into how much you might want to spend winning a new customer. In our example, based on a £100 sale with 30% margin, you could afford to spend £30 a customer to win a new customer because if handled correctly, they could be worth £270 over three years. This is precisely why the banks can afford to give new customers £150 to join them — they know the costs of marketing and they’ve worked out what each could spend on financial products. But there’s more to calculating a customer’s lifetime value. Think how much those numbers could be improved if the business could alter some of the metrics used to make the calculation.

promotion through lower advertising spend combined with better promotions to existing customers.

Use the calculation to best effect You should be able to see — as clear as day — just how important it is to win each customer and more importantly, do everything you can to retain them while keeping them happy. You have the choice of spending a lifetime making one-off sales or developing the customer you presently have and selling them more at a lower cost at the same or an increased margin. The process also demonstrates how much

● An increase in annual profit from a customer to £176. ● Increase the profit earned from a typical customer in their lifetime to £704. ● Increase the value of referrals to £1056. ● Increase the lifetime value for your typical customer to £1760. This huge increase in the lifetime value of an average customer is the function of small but simple steps aimed at winning customers and keeping them happy, combined with better sales efforts. Irrespective of the lifetime value calculation, every customer should be revered and cherished as every sale counts. But when viewed through the prism of their lifetime value, customers become as prized as diamonds. So, make the calculation for yourself, make a few changes, and see what happens to your bottom line.

One sale can make the till ring a lot more than once.

The calculation With the information gathered, you can now work out, through four small calculations, just how valuable a customer can be over their lifetime. Firstly, there’s annual profit from each average customer. This is worked out as (average sale value x profit margin) x (purchase frequency). In the example this is (£100 x 30%) x (3) = £90. Next comes the lifetime profit which is (annual profit from each average customer) x (lifespan) or (£90) x (3) = £270. Thirdly, we need to know the referrals value which is calculated from (referrals x referrals conversion rate) x (lifetime profit). Because successful referrals become customers, we can work this out as being (2 x 50%) x £270 = £270. With these calculations complete we can now work out the true lifetime value of the customer using (lifetime profit) + (referrals value). In the example, this is (£270) + (£270) = £540. The maths looks complex, but the cold hard cash reality of the calculation is shocking. A simple one-off £100 sale can be worth £540 in profit. And to drive the point home, that number can become much larger if the business can cut the costs of

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15/06/2022 09:33

Advertising feature

Forthglade helping Brits brush up on their knowledge of dental care for dogs evon based pet food makers Forthglade have joined forces with Veterinary surgeon and TV presenter Steve Leonard, to help dog owners learn more about good dental care for their canine companions. A recent survey of UK dog owners, by Forthglade, found that 95% of Brits are not taking their dog for the recommended number of dental check-ups, which vets state should be once every six months. 1 in 4 dog owners surveyed agreed that dog dental care was as important as overall veterinary health, but admitted avoided brushing their dog’s teeth as they felt their dog “didn’t like it”. Whilst vets see brushing with a toothbrush as the gold standard of dental care, 30% of Brits admitted to never brushing their dog’s teeth at all. “Improved education around dog dental care is essential to help dog owners.” explained vet Steve Leonard. “We know how much Brits love their dogs, and often it’s simply a lack of awareness that leads to dogs needing teeth removed. It’s not just older dogs but younger dogs too who are affected terribly by periodontal disease. Leonard has been working with Forthglade to produce an educational video, blogs and a dog dental masterclass, packed with advice on how best to care for a dogs teeth – all details can be found at forthglade.com. “Prevention is always better than cure” explains Steve. “There are many aids to preventing dental disease available today. The gold standard, as in humans is tooth brushing, daily. However, healthy diets, dental sticks and mouth washes can each play a role. A regular six-monthly dental check-up with a local vet is also an important way of keeping things on track”. Forthglade launched dental sticks to their range in April. The plant-based sticks were made using natural ingredients and developed by vets, to help dogs maintain a healthy dental routine. They are ideal for supporting strong teeth, helping remove tartar and plaque and to freshen breath.

Dental stick features: Natural ingredients bursting with goodness and packed full of ﬂavour Helps to remove plaque and tartar Helps freshen breath with added peppermint and eucalyptus Supports strong teeth with added calcium Plant based and grain-free perfect for even the most sensitive of tummies One size ﬁts all, our dental sticks can be easily broken up so are suitable for dogs of all sizes Suitable for dogs aged 1 year +. Individual stick dimensions: 14cm (length) x 3cm (height) x 2.5cm (depth) - approx. Available as 170g pack containing 5 sticks RRP £3, or in a box of 20 with four packs of 5 sticks. Find out more at forthglade.com.

87% of dogs over the age of 3 years old have periodontal disease TV Vet Steve Leonard

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15/06/2022 09:34

Customer Q&As

Customer & solutions Give your mice an active lifestyle!

Mice care

● Children’s toys, such as mini dollhouses and early learning toys, can offer great hiding places and nesting opportunities. ● Wheels — your mouse’s cage doesn’t need one constantly so don’t feel guilty mixing it up. Have it in some weeks, and remove it for a while during others ● Ropes and ladders. These can be purchased or homemade. Even some dog tugger ropes are ideal! ● Plastic houses and hides. ● Hammocks — these can be homemade or purchased ● Apple or willow tree branches and twigs for climbing on.

Choosing the right mouse bedding The wrong bedding for your mice can have a very negative effect on their health. Wood shavings or sawdust can be extremely harmful to your mouse’s skin and airway, and can give you an allergic reaction too!

How can I help my pet mice settle at home? Woodgreen say: They absolutely love to climb and explore their surroundings, foraging for food and digging in bedding materials. They need a much more interesting home than a small cage with a house and wheel.

Creating the right environment for your mice The cage you choose will need space for you to add lots of activities for them to climb and explore. Your mice will also need a floor space they can do lots of running around on and bedding that they can dig and forage in.

The ideal cage design for a single or small group of mice When choosing a cage, remember these minimum sizes: ● Depth: 50cm ● Width: 80cm ● Height: 35cm ● Bar spacing: 6mm is the safest size

Keep your mice happy and occupied Mice are extremely energetic and agile. They enjoy running across ropes and can manage heights and angles quite well with the aid of their tail. Make sure you provide them with toys and activities to keep them fit, healthy, and happy. It doesn’t need to be expensive. Homemade items, children’s toys, and even a kitchen roll tube will be much appreciated by your little pet.

Your mice will enjoy: ● Plastic or card tunnels and tubes. Some tunnels allow you to build big mazes with them and even a loop-the-loop! ● Card boxes, such as shoe and cereal boxes.

Dog health

Certain small breeds, such as the Yorkshire Terrier, may be more prone to a luxating patella.

Hind leg lameness I have a Scottish Terrier-cross. He’s very fit and happy and enjoys two walks a day. However, I have noticed that when he is on his walks he sometimes ‘skips’ and carries his left hind leg as if he is avoiding putting any weight on it. He doesn’t seem to be in any pain though, or much bothered by it. Should I get him checked over by my vet?

Vicky says: This sounds like a luxating patella. Your vet can assess the severity of the problem and whether surgery would be advisable for your dog. When a dog’s kneecap moves out of its normal location, it is known as a luxating patella (luxating meaning ‘out of place’ or ‘dislocated’). The owner of an affected dog may notice a skip in their dog’s step or see their dog run on three legs. Then, suddenly, he will be back on all four legs as if nothing has happened. The condition is graded from 1 to 4, depending on its severity. Sometimes a luxating patella can be treated with physical therapy and medication. However, surgery may be necessary if your dog’s condition is severe and causes him significant pain. Vicky Payne BVetMed, MRCVS is a holistic vet based in East Sussex.

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Below are bedding materials that are safe for your mouse to snuggle in: ● Small-cut, shredded paper. Easy to use, and best of all, it’s free! Use shredded paper to line the floor. ● Finacard. A shredded card material, good for the base of the cage. ● Cardboard squares around 1 cm square, ideal for the base of the cage ● White, soft tissue paper bedding is suitable for mouse bedding. Please avoid the cotton wool type, as this can be dangerous to your mice.

How to clean out your mice Keeping your mouse cage clean is key to preventing serious health conditions, such as respiratory problems. Mice, in particular males, can be very messy and will generally not choose a main toilet area. To help keep the odour at bay, use a small dustpan and brush or damp cloth to remove excessive build-ups of wee and poo daily. Carry out a full clean of the entire enclosure once a week, ensuring you also clean all toys and activities with pet-friendly disinfectant. Take the opportunity to add a few new toys in the cage for interest, like a new apple branch or box for your mice to explore.

WoodgreenPets Charity helps pets and people at every step of the way. As well as being a safe haven for vulnerable pets in need of urgent care and a loving new home, Woodgreen provides expert advice and hands-on support to petowners in need of a guiding hand. With almost 100 years’ experience in rehabilitating and rehoming pets, the charity is committed to making sure that pets have the best lives possible. This vital work is only possible thanks to the generosity of supporters. Find out how you can make a difference to pets in need at woodgreen.org.uk

Cat behaviour

Feline separation anxiety

Do cats get separation anxiety? During lockdown, I began working from home and spent lots more time with my cat. I’ve since returned to the office a couple of days a week and it seems to have affected my cat. She seems more anxious when I am not around and shows more destructive behaviours — not major damage, but she never, ever does any damage usually. Could it be me heading back to work? She seems fine when I am around.

Clare says: I must admit I used to be sceptical about the existence of separation anxiety in cats. That was until I came back from holiday several years ago to find that my Siamese cat Jimmy had pulled a big patch of his fur out! Research has since demonstrated the existence of feline anxiety and has helped increase our understanding of it. However, it’s also important for us not to be too quick to label a cat as suffering from ‘separation anxiety’ when his behaviour could equally be attributed to another cause. If your cat is naturally clingy, follows you from room to room, and generally insists on being with you at all times, it is possible that he might perform behaviours consistent with separation anxiety when you’re not at home. These include soiling, especially on items associated with your scent; urine spraying; over-grooming, and destructive behaviour. On the other hand, going back to work after an extended period at home might just

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15/06/2022 09:36

Scared of big dogs

Dog behaviour

Our small Cockerpoo is nearly four years old. She has always been very friendly towards people, but a little more wary around other dogs. Recently, however, she has started to show aggression towards bigger dogs, even though they do not appear to be threatening in any way. This is not like her and we cannot think of any specific incident that might have triggered the behaviour. What should we do?

Tamsin says: Firstly, if your dog is showing aggression, I would suggest trying to avoid her seeing or being in close proximity to bigger dogs for the time being, and instead reward her for relaxed behaviour from a distance. For some reason she is finding being near to bigger dogs scary, and likely responding through aggressive behaviour to defend herself and get them to move away. There are many things that can influence your dog’s behaviour to change suddenly — it could be something like a bad experience with other or larger dogs, which has frightened her, or it might be that she has learned that the more subtle signs (you mentioned she was always a little wary) have escalated over time. Sudden behaviour change can also be impacted by internal factors, such as pain or your dog’s health. I’d suggest taking your dog to see your vet to rule out any underlying health or pain issue, which may be contributing to her behaviour. If she gets the all clear and you are still unable to figure out what’s triggering her response, it would be useful to get in touch with an accredited clinical animal behaviourist to determine what she may be responding to in order to help her feel more relaxed around large dogs in future.

Little dogs will sometimes use aggression to get larger dogs to move away.

Tamsin Durston is a canine behaviour ofﬁ cer in Dogs Trust’s canine behaviour and research team.

Cat-friendly garden

Cat care

I’ jjustt moved I’ve d iinto t a new house and with summer coming, I want to make my garden cat friendly. What sort of things would you recommend I include?

A few additions can make your garden a paradise for your cat

Clare says: Moving into a new home can present a wonderful opportunity for making a new garden interesting, exciting, and safe for your cat. So, here are some ideas for creating the perfect cat-friendly outdoor space. For me, the first priority should be to look at what you can do to ensure your cat feels safe outside, and one way to do this is to provide him with camouflage. A big expanse of bare lawn might suit some people, but for cats it means they can be easily seen by cats lurking nearby. Breaking the space up with pot plants, shrubs, raised flower beds, and garden ornaments will give your cat something to hide behind as he moves from place to place. A high perch will also increase your cat’s sense of security and offer him a vantage point from which to survey his territory. A garden table or chair, an easily accessible shed roof, or even an outdoor cat activity centre are all good examples. Any vertical surfaces, such as wooden fence panels or timber offcuts, will make for

lovely scratching posts and give your cat another way to deposit his scent around his territory. Giving your cat a dedicated outdoor toilet will not only help avoid rifts with the neighbours but, if dug in a sheltered location and filled with compost and sandpitquality sand, it should provide your cat with a comfortable outdoor toileting experience. Discourage other cats that may be using your garden as a thoroughfare by blocking up any holes in fences and hedges. Having shady areas will keep your cat more comfortable in warm weather. Natural shade created by bushes and trees is ideal as it allows air to circulate freely, providing a welcome breeze. Be aware of how the sun moves throughout the day to ensure your cat always has a shady spot to sit in. Likewise, it’s a good idea to make sure your cat has a rainproof shelter should the weather take a turn for the worse. Cats like to chew on grass, possibly as an aid to expel furballs. So, if your garden is more patio than grass, why not give your cat an a la carte salad bar by growing cat grass and catmint from seed. And if you’re looking for ideas for cat friendly plants, I’d advise researching reputable sites, such as www.yourcat.co.uk. Chlorine-flavoured water, such as that which cats have indoors, doesn’t necessarily make for an enjoyable drinking experience, but a stone or ceramic container that’s allowed to fill with tasty rainwater is more likely to hit the spot. I hope you have lots of fun creating a garden that your cat loves being in! Clare Hemington DipCAPBT is an accredited feline behaviourist. She has a cat behaviour referrals practice and runs her Honeysuckle Cat Toys business with the help of her Siamese, Billy. You can ﬁ nd out more from her website: www.honeysucklecattoys.co.uk

represent a change in his routine, and without you as chief entertainment officer he is now bored and looking for ways to fill his time. Giving him opportunities to be challenged and stimulated in your absence, such as those listed below, should help to reduce his destructive behaviour while keeping him distracted, entertained, and anxiety-free. A tall multi-level cat tree by a window will offer him a safe vantage point from where he can view the outdoor action. And strategically placed scratching posts and mats should help prevent damage to furniture. Just before you leave, place tasty treats around the home for him to ‘forage’ for. For an extra challenge, you can place them in cardboard tubes, egg boxes, paper bags, Leave your cat with lots or cereal boxes. Likewise, feeding time can be made more fun by leaving his dry food in interactive of enrichment when feeders. you’re out the house. Leave him two or three different toys each day of varying sizes, textures, and scents, and if you can find time for an interactive play session with him before you leave, all the better! A heated pet pad or radiator hammock can help your cat feel calm and relaxed in your absence. Some owners leave the radio on in the background to help muffle any outside noises that might make your cat feel anxious, or you could try one of the videos made specifically for cats to watch. Diffusers containing feline pheromone or essential oils may help to reduce anxiety. Cats are very sensitive to how their owners are feeling and if you’re upset about leaving, the chances are this will project onto your cat. So, try to avoid making a fuss of him when you leave and make your departure more laid-back. The same goes for your arrival back home, a brief, casual greeting is usually best. I hope this gives you some reassurance and ideas to help mitigate the destructiveness. Clare Hemington DipCAPBT is an accredited feline behaviourist. She has a cat behaviour referrals practice and runs her Honeysuckle Cat Toys business with the help of her Siamese, Billy. You can ﬁ nd out more from her website: www.honeysucklecattoys.co.uk

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Quick-fire dog questions What is the prognosis if a dog ruptures a cruciate ligament? The cruciate ligament stabilises the stifle (knee) joint. It can rupture under extreme strain, but most cases in dogs are degenerative, finally snapping after a slow deterioration. Larger, active dogs usually require surgery to stabilise the joint, while some small dogs will recover with rest and rehab, but all cases are likely to suffer from arthritis later on. Most dogs recover well after surgery, particularly if they get good post-op rehab, but if there was degenerative disease, the other leg is often affected and may rupture within 18 months. Weight control, physio, acupuncture, hydrotherapy, and laser treatment can help with recovery and may protect the other joint.

What is swimmer’s tail? This condition tends to mainly affect active, working dogs with long, strong, muscular tails, particularly those who enjoy spending a lot of time in water. The dog’s tail will typically hang limp or stick out straight for an inch or two from the base, before hanging limp. The dog may have difficulty sitting and may show obvious signs of pain such as panting or whining. Other symptoms may include difficulty in defecating, loss of appetite, and swelling at the base of the tail. Generally, the condition should clear up of its own accord and can be managed at home, but you should check with your vet first to ensure the symptoms don’t indicate anything more serious.

Can dogs be afraid of the dark? My normally calm Lab pants constantly at night and climbs all over me. Anxiety at night could be the result of an association formed by the dog due to previous negative experiences — ﬁreworks perhaps or a traumatic event your dog experienced when alone at night. The help of a suitably qualiﬁed behaviourist may be required to get to the bottom of this and identify the reasons behind this change in behaviour. Try leaving a night light on or look at ways in which you can adapt your dog’s sleeping arrangements to increase her feeling of safety at night.

How important is it to exercise your dog’s brain? Very — particularly for clever dogs and herding breeds. As dog trainer Graeme Sims explained: “a stroll around the block is comparable to saying to Einstein: ‘Did you know one and one is two?’ and then wondering why the dog is frustrated!”

Is there any way to keep a white coat white? Discoloration of a dog’s coat can occur for many reasons: dietary, skin problems, urine stains, and genetics to name a few. If your dog is relatively young and healthy, look at diet and shampoos. A raw or low-protein diet is excellent to maintain a healthy skin and coat. Try contacting your breeder for advice, who may be able to recommend one of the many whitening shampoos available.

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15/06/2022 09:36

Breaktime read

Xeli — taking the stress out of travelling

CAT-CHING

A FLIGHT

Since 2019, Nikki has volunteered with Stitches once a week in the airport’s terminal 1 until the pandemic struck. “People would love seeing Stitches. They would say ‘I’ve never seen a cat at an airport,’ and then start rubbing her head and tummy. “Passengers love having her there — some people associate cats with calm and warmth more than dogs. And she helps with stress as she makes people feel like they are more at home, so they relax, and are able to relax a little and forget that they’re in a hectic airport.” The 14-year-old cat never tires of being petted. “We visit the airport and she lies in her stroller and purrs,” said Nikki. “And if they stop, she gives them ‘the look’, which makes them start stroking her again!” The only time that Stitches might be distracted from getting all the strokes she can is if they pass a restaurant, then she sits up to “sniff out cheeseburgers and pizza!” Pretty Stitches loves volunteering at the Stitches is a very experienced therapy airport so much that on a day when cat. Before covid, she volunteered she is working, she will wake her at a nursing home, colleges, owner up! high schools, workplaces, and “She never wakes me stress reduction events, and up usually,” said Nikki Christopher. “But when I’ve You can see videos of would also go to elementary schools where pupils would told her the night before that airport therapy read to her. we’re going to the airport the cat Stiches on Nikki said: “She is never next day, she will be there in YouTube. done being petted, she loves the morning making sure I’m up being stroked everywhere, and has bright and early. Then she stays by to be the centre of attention.” my side or sits in her stroller until Stitches is a rescue cat who was bottle-fed we leave.” after she and her littermates were found Stitches in motherless when a giant tornado hit nearby. her stroller. Nikki describes her personality as “ultra princess sillypants.” And it’s not just passengers who like seeing Stitches at the airport. “She has a great fan base with employees,” said Nikki. “She’s great at de-stressing the employees. Some departments even send out texts when she’s spotted!” And is an airport therapy cat better than a therapy dog? Nikki added: “Stitches would say of course cats are better! She would say that she’s better behaved, smells better, is smarter, and better looking!”

eading off on holiday for some sun and relaxation should be a time of joy but one part of the journey does throw up some unexpected stress: the airport. Even for those passengers who aren’t nervous about flying, there are other pressures: where is that passport? Did you remember to pack your toothpaste? How big can your carry-on bag be? Plus, there’s that big worry at any airport — making sure you find the right departure gate with enough time so you don’t miss the plane! So, what’s the answer? Some lucky passengers have a four-legged remedy to the stresses and strains of airports — a therapy cat. We find out more about two of these airport angels.

Stitches — making the airport seem like home

DID YOU KNOW?

THERAPY PETS AT AIRPORTS Stitches can’t get enough of being stroked, loves people, and is drawn to busy places which made her ideal to join the team at Minneapolis-Saint Paul International Airport in Kentucky. The calico and tabby mix — a tabico! — was the first cat to join the airport’s Animal Ambassador programme, currently consisting of about 45 dogs.

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San Jose International Airport in California was the first airport to offer therapy dogs in terminals, starting shortly after the 9/11 attacks, to help calm passengers’ nerves before flying. It’s thought that now more than 40 US airports have therapy animals. San Francisco International Airport even has a therapy Pig. Lilou, a Juliana, is part of a massive team of more than 300 dog, cat, and

people’s laps and just getting stroked,” said If you’re travelling through Denver Airport the 34-year-old. “Sometimes people barely then you might be fortunate to spot Xeli, agree to hold her before she jumps right the therapy cat giving out her calming on their lap, or sits on top of their suitcase. vibes to some of the 59 million passengers She is a sucker for attention and the who pass through each year. airport provides no shortage of cat people, She is part of the Canine Airport wanting to talk to us, but more importantly Therapy Squad (CATS) which is made up petting and holding Xeli.” of more than 80 therapy dogs and herself, To become a certified therapy cat in the only cat. CATS was set up in 2015 the US, Nathan and Liane had to do and is the largest airport therapy animal some online training and an in-person programme in the US. assessment for both of them and for Xeli, “Everyone is pretty surprised when they to make sure that she was happy see a cat at the airport,” said Xeli’s meeting new people, handling owner Nathan Pensack-Rinehart large spaces, and unexpected who volunteers with his wife, noises. They hold a certificate Liane. “They will do a quick with Pet Partners, one of the double-take or just light up Xeli and Stiches US’s largest animal therapy with excitement if they are have made the news organisations. After all that, cat people — completely around the world for there was an airport security not expecting to see a cat at their impact as airport check and an introductory the airport.” therapy cats. visit — and then it was Xeli, pronounced Zell-ee, take-off! joined the team in 2017 and Nathan said that lots of sports a blue c harness with the travellers say they can’t believe words Pet Me on them. Since the first how chilled out Xeli is in such a busy day she volunteered, the rescue cat has environment: “Many passengers who we proved popular among the passengers and talk to express how amazing it is that airport workers. she’s able to be calm and friendly in such Nathan said that every time they a large, open space, but love that she is volunteered at the airport, they had a there.” different experience: “During a typical He added: “But it’s just her personality visit, we pick a concourse and walk — she’s a natural! She is super-friendly, through it, seeing where the shift takes us sweet, and is always looking for a head or and who we’ll meet. Sometimes it’s super tail scratch, or a lap to sit on.” busy, other times it’s slow depending on All the animals in the Denver Airport the flight schedules on that given day CATS have their own ‘trading cards’, with and time. their photo, name, and some fun facts about them. Xeli’s card says her favourite Xeli loves attention. treat is catnip and her favourite activity is making friends! Nathan said: “Employees like to collect as many different CATS cards as they can by meeting the different team members. We’ve heard sometimes Xeli is called the ‘unicorn’ since she’s the only cat and so pretty rare.” During covid, the couple and Xeli had to stop volunteering but now they are happy to be back among the passengers with Xeli about once a month. Nathan said that working with Xeli at the airport was really fun and rewarding: “During nearly, if not every, visit, employees, passengers, “Some visits we barely move from or both will tell us how that completely getting past the entrance and other times made their day. we talk to large groups of kids at various “On our most recent volunteer visit to gates. It’s anyone’s guess what the day the airport, we met a guy who missed his will bring!” flight and so needed to spend more than Whenever the couple, who live in eight hours there until the next one, and Denver too, find people interested in he was pretty down about it. When he the 10-year-old brown tabby, they stop saw us, he immediately lit up and loved and chat for a while, talking about the chatting with us and, of course, holding animal therapy programme or whatever Xeli. It made the missed flight almost a conversation might crop up. “Often they blessing in disguise.” will tell us about their pets, especially And, most importantly of all, Xeli their cats, or sometimes about their trip in enjoys it! Nathan says she likes the variety or out of Colorado.” of new sights and smells. “We can tell how It’s during these chats that charming much she likes her trips to the airport. Xeli will work her magic, getting close to She’s very relaxed and enjoys being held the passengers, and as they stroke her, her or sitting on people’s laps. And even when calming nature can make the pressures of it’s time for them to get their flight, she travel melt away. Passengers can hug, pet, won’t want to get up but will want to stay and take pictures with Xeli. sitting on their laps! She really loves it.” “She loves sitting on all sorts of

DID YOU KNOW?

rabbit volunteers on their Wag Brigade team of volunteers. Cincinnati/Northern Kentucky International Airport has miniature therapy horses! The unique programme is a nod to the area’s equestrian history. The UK’s first airport therapy dogs started work at Aberdeen Airport in 2019, but as yet, there do not appear to be any airport therapy cats in this country.

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15/06/2022 09:37

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Recommended by Trainers, Vets, Behaviourists & Rescue Centres.

‘Best Do - UK’ 1 2 0 2 0 2 r e r Manufactu tive Dog a v o n n I t s o M cturers a f u n a M r a l l Co

2019

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Available in Original Leather and Padded Cushioned Webbing all in various colourways. Matching collars and specialised leads also available oﬀering added security and conﬁdence throughout the winter months.

Endorsed by Dr David Sands BSc PhD CFBA Fellow of the Canine & Feline Behaviour Association

Call to join the ever growing number of Retailers changing to Dogmatic on 01952 245330 or visit us at www.dogmatic.org.uk 14/06/2022 14:19

LOVINGLY MADE IN GB

The Nation’s Favourite

Hedgehog Food Spike’s introduce the NEW format for their bestselling wet hedgehog food, Spike’s Meaty Feast Sausage 92% less plastic

SRP case quantity x21

Made in the UK

New single serve 120g format

100% natural ingredients

For more information about Spike’s products and stocking deals please contact your Pets Choice representative on 01254 54545 or email sales@petschoice.co.uk

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@SpikesFood

09/06/2022 11:35

Pet Product Marketing July 2022

Articles inside

New products

Product Watch

The importance of play

And the winner is

Customer Q&As

Reptile knowledge

Breaktime read