Pet Product Marketing March 2023

YAKERS YAKERS

Made with Himalayan Yak Milk

NEW

MINT

Added mint for the freshest of breath.

VEGETARIAN

The only ingredients are milk, lime juice and salt.

LONG-LASTING

A ery hard and durable che , for dogs that l e to che and che and che

HELPS FIGHT PLAQUE & TARTAR

Great for dogs dental hygiene. A treat they can really get their teeth into.

STRAWBERRY

Natural antioxidants and a

PRESERVATIVE & GLUTEN FREE

Naturally good fordogs. Nothing nasty added.

RICH IN PROTEIN & CALCIUM

YAKERS are great for muscle gro ell as dental and bone health.

100% NATURAL

Produced in the Himalayas using traditional methods.All natural,totally chompable.

FREE Shelf Talkers & Wobblers available for your store along with images & content for your website or social media.

Welcome!

On March 26 and 27, Pet Product Marketing will be at PATS Sandown — please come and say hello if you’re going to the show!

There are two PATS shows each year and they are always fantastic events. The atmosphere is always positive, there is excitement about new products, and it’s a great occasion to catch up with old friends and make new connections. I can’t recommend it highly enough — it’s an invaluable opportunity to get the inside track on the products that will be great sellers and negotiate show deals.

On the Pet Product Marketing stand, we will be asking if you want to sign up to our free newsletter which brings product updates and key news to your inbox, and running our now famous competition — Win Stock! You can win thousands of pounds worth of stock to sell in your shop, and the

competition is free to enter. We preview the show in this issue and we look forward to seeing you there! If you are not going, the great news is you can enter the Win Stock competition online so keep an eye on the website and social medias for when you can enter. Elsewhere in this issue, we have lots of great content to give you product inspiration, expert pet advice, business advice, and a thought provoking look at product categories.

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

26 Category differentiation

Understanding Good Better Best category differentiation.

28 Dealing with spiralling costs

How contracts could help with negotiations with suppliers and customers.

30 Breaktime read

Meet the photographer who captures some of the toughest domesticated dogs in the world.

Our email: editorial@petproductmarketing.co.uk

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

SCRAGGS by Richard Duszczak

WHIMZEES launch dog dental campaign

Kennelpak have launched their dental campaign in which they share signs to look out for for dental disease in dogs.

Knowing what to look out for will help you to advise your customers about dental health care in dogs:

Ben Mann appointed MD of UK leading doggy day care business

Award-winning doggy day care business Bruce’s has appointed Ben Mann as Managing Director. Following five years in the business — culminating in leading operations for the company — Mann steps into the former role of Founder Bruce Casalis. Mann’s career has predominantly been in the events and hospitality sector, both in his native Australia and here in the UK. From having studied music management at Victoria University, Mann went on to run live events and catering in Sweden, before turning to destination catering for locations such as Buckingham Palace.

Swapping tea parties for the Royals to tea parties for our four-legged friends might seem like some step change, but for Mann the roles are more similar than they appear on the surface.

He says: “Both sides of my career revolved around people. You start to build themes for catering, from seasonal ingredients and new menus through to wine pairings. For doggy day care; walking, playing, and caring for dogs is one thing, but how do you enrich the overall experience for staff and dogs alike?”

“I believe we do enrichment better than anyone else in the world and my plan for the future is to be the best dog hospitality provider in the world. The Disneyland for dogs if you will.”

Bruce’s Doggy Day Care, which Casalis started in 2008, now has nine centres and had sales of £6 million in 2021, up from £2.4 million the year previously. It employs 250 staff and hopes to achieve sales of £10 million for 2022.

Bruce’s now cares for more than 800 dogs across its nine locations and sets itself apart from the competition by creating a fulfilling experience for dogs, their lives and their owners’ lives. By providing a more fulfilled owner/dog relationship the result is happier people and happier dogs. That’s why Bruce’s strives to give every dog the best day ever, every day at day care.

For more information on Bruce’s, its approach to day care, training, and grooming, please visit www.bruces.dog

Available in four different fun shapes – Toothbrush, Hedgehog, Alligator & Stix.

WHIMZEES® by Wellness Puppy Chews are also available for puppies aged over 3 months. Did you know that Waiting until a puppy is 6 months to brush their teeth is like waiting until a child is almost 8 years old?!

WHIMZEES® by Wellness were voted Must Stock Product of the Year 2022 by retailers and Pet Parents also voted WHIMZEES® by Wellness as being the Pet Oral Healthcare Product of the Year 2022, in the Daily Mail newspaper supplement – Healthy Pet Guide.

As a brand committed to innovation and dental health superiority, the WHIMZEES® by Wellness Toothbrush has achieved VOHC Acceptance for Tartar and Plaque Reduction in Dogs.

If you don’t stock WHIMZEES® by Wellness, there are FREE samples available. FREE instore POS and digital content for websites & social media is available for all. Email info@kennelpak.co.uk for more information.

OSCAR Pet Foods welcomes two new franchisees

OSCAR Pet Foods has welcomed two new franchisees that have recently joined the OSCAR Network, having bought established businesses.

Gary and Sarah Williams, OSCAR Pet Foods, Stockport, said: “We have been OSCAR clients ourselves for over 10 years and are familiar with the excellent foods and service provided via OSCAR franchisees.

“Our previous career, running a successful financial services and wealth management practice where we were entrusted with securing our clients’ financial futures, gave us an opportunity to transfer the skills we enjoy — placing customers at the heart of what we do.

OSCAR seems a great fit for a new challenge.”

Natasha Burke, OSCAR Pet Foods, Hinckley, said: “After many happy years as foster carers, we were looking for a new challenge. As soon as I spotted OSCAR Pet Foods, I couldn’t get it out of my head. It was such a perfect fit! A family-run business, which embodies all the magic that pets bring to a home and a clear understanding that what we feed our pets has a deep and lasting effect on their health, emotions, and behaviour.

OSCAR Pet Foods has over 25 years’ experience in franchising, during which time it has gained experience in handling successful resales. When purchasing a New Start-Up Franchise, you will also have a great return on your investment when you sell your business and OSCAR have a fantastic resale process to help you market your business for sale when the time is right for you.

If you would you like to find out more about OSCAR Pet Foods, visit www.oscar.co.uk

Ben Mann.

Pet fish shops will struggle without additional energy support

Aquatic businesses have not been singled out for extra government help towards energy bills in the new business support package.

Under the new Energy Bills Discount Scheme, which replaces the current scheme when it ends in March, all eligible nondomestic consumers will receive a per-unit discount to their energy bills for 12 months from April 2023 to March 2024, subject to a maximum discount. But some industries deemed to be very heavy energy users will also get additional support on top of this. Despite representations, the aquatics industry is not one of these.

“It is of course welcome that help will continue to be available to businesses but we do find it very strange that energy heavy businesses such as aquatics have not got additional support, particularly when for example manufacturers of knitted and crocheted fabrics and hosiery do get chosen!” commented

OATA Chief Executive Dominic Whitmee.

“At its heart, this is an animal welfare issue because aquatics businesses cannot choose to turn down the heating, lighting, pumps, and filters which must run all day, every day to ensure the welfare of the animals in their care.

“We are making further representations to highlight this and have written to the Prime Minister, Defra, and BEIS departments because we believe our sector has a far greater case for additional support than many currently listed.

“We would also urge businesses to ask their MPs to advocate on their behalf to get aquatics listed for extra support and have created a letter to personalise which can be found on our website.”

Under the new EBDS scheme, prices have been set per kilowatt hour, up to a maximum, to help eligible businesses calculate what to expect with bills for the next 12 months.

Businesses can read more about the scheme and find the MP’s letter on OATA’s website: https://ornamentalfish.org/ add-your-voice-to-energy-crisis-call-for-help/

Aviform receives customer service award

Aviform has won the Feefo Gold Trusted Service Award, an independent seal of excellence which recognises businesses that consistently deliver a world-class customer experience.

Feefo established the Trusted Service Awards in 2014 to recognise brands that use the platform to collect verified reviews and receive exceptional feedback from their customers.

Robot Food rebrands Harringtons

Robot Food has rebranded Harringtons pet food, modernising and clarifying its positioning and visual identity. “Harringtons was the most overtly natural product in the category in mainstream retail, but the boom in dog ownership has meant that the consumer landscape has changed and Harringtons wanted to make sure they remain ahead of the competition,” says Jess Cook, Robot Food client director.

“It needed to evolve with customers’ needs, finding relevancy with the new audience of pet owners with more of an emotional hook. They’d relied on trading on quality and price, but that only scratched the surface of the brand — we needed more for people to connect with.”

Fewer claims, communicated better Distilling Harringtons’ personality as straightforward, inclusive, all-natural, and friendly, the new packs needed to communicate with a clear information hierarchy and better on-shelf standout. Robot Food worked to eliminate problems like a lack of clarity across the brand’s various products and subbrands, and create a stronger, more unified look and feel that better reflected its expertise and history, which stems back to 1923.

“There was an overall lack of clarity and authority being projected by the brand, despite its category leading status,” says Cook. “We had to remove the barriers to consumers and evolve the brand — show that it’s premium quality, but accessible to all walks of life.”

The new designs unite each of the products in the range under a single, simplified design system; stripping the front of pack information down to its most essential details. “It was all about real food, real choice, and real pets, because previously it had been a bit disconnected,” says Cook. “In terms of the design, everything was about clarity and impact — we had to look at how we unified the full portfolio of products so that the brand appeared stronger.”

The height of the former packs meant that they were often folded over on shelves, obscuring the brand name. These have now been moved down the packs, which use a ‘horizon of grass’ that’s consistent across dog and cat products. “These are relatively simple design updates, but they were essential to create a much prouder, more united brand, with greater impact on-shelf,” says Simon Forster, Robot Food founder and executive creative director.

Natural credentials and emotional connections

Robot Food based the new positioning and visual identity around the idea ‘it comes naturally’; building on the natural credentials of the product and redefining what made it a market leader by amplifying the connection between owner and pet.

Newly commissioned photography, art directed by Robot Food, of both the pets and the products creates a stronger emotional pull, with the animals’ faces taking centre stage. “That’s what draws people in and creates a much quicker connection,” says Forster.

“We’ve achieved a huge amount without throwing the baby out with the bathwater. The DNA of the brand is clearly carried over, but presented in a bolder, more impactful and more emotionally robust way,” adds Cook. Harringtons’ green colour has been retained but made more vibrant, for instance, and the former wordmark remains, with its rose icon tightened up and the pinstripe background pattern removed.

She adds: “It still feels like Harringtons, but it’s easier to shop. Especially at times like this, brands can’t rest on their laurels: they have to think about the future, and not wait until they get to the point of decline to take action.”

The new designs are currently rolling out across the UK.

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Aviform Ltd, which is based in Wymondham, Norfolk, started manufacturing nutritional supplements back in 1977. Aviform’s main product lines include supplements for horses, dogs, poultry, cage and aviary birds, racing pigeons as well as sports supplements.

Robin Rodger, Aviform Managing Director, commented:

“We’re delighted to receive a Trusted Service Award from Feefo. Keeping our customers happy is our priority. So, the fact that this award is based on feedback from real customers gives us confidence we are providing an exceptional level of service. The award also recognises just how hard our staff have worked under fresh challenges, with both rising inflation and the cost-of-living crisis affecting both consumers and businesses alike.”

For more information, visit www.aviform.co.uk

Bruce Casalis appointed Chair of Pet Industry Federation

The Pet Industry Federation (PIF) has announced Bruce Casalis as its new Chair following a recent board meeting.

Founder of Bruce’s Doggy Day Care (www.bruces.dog) in 2008, Casalis has been a board Director of the Pet Industry Federation since 2018 and is a recognised pioneer in the pet service sector.

PIF CEO Nigel Baker commented: “We are delighted to have secured someone of Bruce’s calibre to Chair PIF. There are a lot of exciting developments in the pipeline for PIF members this year and we very much look forward to working with Bruce to help bring these to fruition.”

New Chair, Bruce Casalis added: “I am excited to be taking on the Chair role in PIF’s 75th year and am looking forward to using my experience and passion to help the Federation grow and become an even more effective ambassador for the pet industry.”

Lily’s Kitchen appoints TV’s Rory Cowlam as vet ambassador

BCorp pet food brand Lily’s Kitchen has signed TV vet Rory the Vet as its pet expert and brand ambassador.

A respected voice within the veterinary industry, Rory has garnered a huge following online and makes regular appearances on programmes such as CBBC’s ‘The Pet Factor’, ‘Blue Peter’ and ‘Sky News.’ He is also the author of the bestselling book ‘Secret Life of a Vet’.

As part of the partnership, Rory will be creating content that raises awareness of Lily’s Kitchen and its premium, natural pet food range, as well as offering pet parents tips and advice to help their cats and dogs live their best lives. He will also support campaigns across the year that champion new product launches and the power of feeding your pet proper food.

Commenting on the partnership, Rory said: “It’s so exciting to be working with Lily’s Kitchen. What we feed our pets is critical to their health and happiness, but food also brings us together and fuels the moments and memories with our furry family members that are so special. As a dog owner myself, I’m looking forward to sharing my personal tales and drawing on my experiences as a veterinary surgeon to help inform and celebrate pet ownership.”

Determined to use business as a force for good, Lily’s Kitchen is on a mission to change the way pets eat — away from an overly processed diet made with unrecognisable ingredients, to a natural one full of goodness. This year the brand will be building on its ‘Power of Proper Food’ proposition which it launched at the back end of last year to bring to life the benefits of feeding pets food that not just tastes great but helps them thrive.

Samantha Crossley, Marketing Director at Lily’s Kitchen, comments: “Rory’s warmth and enthusiasm is infectious! We’re delighted to have an expert on board who shares our values and can bring their passion and knowledge to our community, and Rory does this in spades.”

To find out more about Lily’s Kitchen, visit www.lilyskitchen.co.uk

UK Pet Food announces online Pet Food and Nutrition Course following industry demand

UK Pet Food has announced a new online Pet Food and Nutrition Course, which runs 21 February — 2 March 2023.

The webinar series has been organised following the success of previous events and is open to all pet care professionals interested in pet nutrition and pet food production. The course is designed to suit busy professionals with three half-day virtual sessions per week. The first week focuses on pet nutrition and the second looks at the legislative and manufacturing aspects of pet food production. A range of tickets and discounts are available and attendees can sign up for specific sessions or the entire two-week course.

Sarah Hormozi, UK Pet Food’s Head of Science & Education explains: “We are excited to be holding our first 2023 online pet food and nutrition course, following the success of the previous four webinar series since 2020. In fact, following our last course, 100% of attendees confirmed they would recommend the course to others. “

“Registration is now open to our members in addition to all pet care professionals. We offer discounts for our members and certain groups. For example, those from pet welfare charities and students. Our aim is to make this training as accessible as possible to all those who can benefit.”

To read more about the course content, speakers and to book your place, visit www. ukpetfood.org

New benefits for PIF members following partnership with Dell Technologies

Members of the Pet Industry Federation (PIF) can now enjoy up to 20% discount on laptops, desktops, monitors, and accessories as part of a new partnership between PIF and leading technology provider Dell Technologies.

PIF members will also have access to Dell’s highly trained Small Business Technology Advisors for free advice to help grow their businesses. In addition, further discounts will be available during promotional periods.

Nigel Baker, CEO of PIF commented: “We are delighted to be launching yet another benefit that will save PIF members money with immediate effect. We are all extremely aware of the current difficult economic climate that businesses are facing and the team here at PIF is always on the lookout for cost saving collaborations. Partnering with Dell Technologies will ensure that PIF members can invest in great quality tech at an affordable price.”

PIF members will be able to take advantage of this new benefit for both personal and business use, providing all-year-round value whether it be resolving a business need or a lifestyle purchase. Members will be emailed details of how to use the PIF voucher process. To join PIF and take advantage of all the other great business benefits that are available to PIF members, including a legal helpline, fuel card discounts, and local authority help and advice, visit https://petfederation.co.uk/

Vet Rory.

Bruce Casalis.

New necessities&

Crave Meaty Rolls

Mars Petcare is expanding Crave’s care and treats range with the launch of Meaty Rolls, available in two premium flavours — chicken and beef. It is the first product from the manufacturer which will carry a safe texture endorsement from the European Veterinary Dental Society (EVDS).

Crafted with layers of protein and made without grains, artificial colours, or flavours, Crave Meaty Rolls will help retailers cater to those consumers looking to offer their dogs an irresistible, high protein treat.

Pioneering research, led by the University of Pennsylvania School of Veterinary Medicine and commissioned by Mars Petcare, confirmed that a dog’s jaws are easily powerful enough to break their teeth if they are allowed to chew on products that are too hard for them. This breakthrough research offered Mars Petcare the opportunity to create its own new standard for dog chew safety, of which all its care and treats products adhere to and which will be evident on packs with the EVDS safe texture endorsement rolling out further next year across its portfolio.

Innocent Hound British Duck and Gourmet Chicken Hotpot

The Innocent Hound has expanded its 1.5kg pack offering with two additional flavours of their award-winning air-dried dog food. The range will now also include popular flavours, British Duck and Gourmet Chicken Hotpot.

Founder Chloe Heaton commented: “Following the successful launch of the three flavours in August, we wanted to offer more choice to retailers while we’re busy working on new varieties.”

The 1.5kg pack range is now available in five flavours: British Duck, Gourmet Chicken Hotpot, British Lamb Casserole, Wild Salmon Fishcakes, and British Beef Stew. The recipes are all grain free, single protein and made with freshly prepared, raw British meat or MSC fish.

The Innocent Hound’s air-dried food is handcrafted in Yorkshire using a bespoke air-drying system. The raw ingredients are not exposed to heat above 40°C and so the nutrients and vitamins are maintained. The result is a semi-moist, great tasting feast that offers the benefits of feeding a raw diet, with the convenience of a kibble.

The food is suitable for both adult dogs and puppies from eight weeks. The packaging is 100% recyclable and includes a resealable pouch which keeps meals fresh for up to eight weeks once opened. The 1.5kg pack has an RRP of £23.

For a sample and more information, email woof@theinnocenthound.co.uk

CBD Pet Calming Spray

Pets Choice are launching a new CBD-based pet calming spray amid increased demand from pet owners for products to help tackle their pet’s stress and anxiety.

The new lavender-scented B-Calm spray can be applied directly to your pet’s bedding and immediate surroundings, including carpets and soft furnishings, to create a calming environment.

B-Calm® uses CBD isolate oil extracted from the flowers, leaves, and stems of cannabis plants to help calm the neurological pathways within our pets’ brains that may become over active causing stress and anxiety. Unlike full spectrum CBD products, the CBD isolate used in B-Calm does not contain THC and is non intoxicating. This means that the product does not create a ‘high’ effect, giving you the confidence that it is not only safe but also effective.

B-Calm is available in a standard 100ml bottle, or a smaller more convenient 30ml option. This is ideal if travelling with your cat or dog, as journeys in the car can often be stressful experiences for them. The product is also ideal for potentially stressful trips to the vet’s or groomer’s.

Crave is perfectly positioned to support Mars Petcare’s mission to encourage shoppers to ‘choose with care’. Pet owners use chews and treats in a number of ways, whether that be for training, to reward good behaviour, or to provide mental stimulation, but it’s important they understand the impact some chews are having on their dog’s well-being. Dog tooth enamel is up to six times thinner than human teeth and it’s estimated that one in four dogs have a tooth fracture, many of which are the result of chewing objects that are too hard, therefore, raising awareness of suitable chews is vital.

The EVDS endorsement will also be rolled out across further Mars Petcare dental chews in 2023.

To find out more, visit www.cravepetfood.co.uk

Lisa Melvin, Head of Marketing at Pets Choice commented: “Our own consumer research found that over 62% of pet owners have purchased a calming product for their pet, with over a third saying that they use a calming product daily. This demonstrates the increased awareness among pet owners of their own pet’s emotional wellbeing and their willingness to spend money on products that they feel will help to alleviate behavioural issues.”

The product is exclusive to the pet specialist sector and is already available via BestPets and is already stocked in a number of independent pet stores across the UK. RRP £9.99 (30ml) & £19.99 (100ml).

Find out more at www.b-calmcbd.co.uk or for trade enquiries call 01254 54545 or email info@petschoice.co.uk

Wilsons Premium dog treats

Wilsons, the fast-growing Scottish pet food company, has further extended its product range with the launch of four brand-new nutritious treats for dogs.

The range offers four different products: Baltic Sprats 100g, Beef Jerky 100g, Chicken Jerky 100g and Pigs Ears available in pouches of two pieces.

Just like their range of cold pressed and raw food, Wilsons Premium treats provide the very best for dogs. Selected for their wholesome, natural ingredients, the range of tempting treats boast health benefits and support overall well-being. The premium treats offer a range of benefits to dogs ranging from quality protein to support muscle and tissue repair, a rich source of omega 3 and 6, and immune support. The range is 100% natural and contains zero additives or preservatives.

As part of the company’s ‘planet positive’ approach, the pouch is made from a biobased, renewable and biodegradable material which is made from starch purposed from renewable plant resources. It is 100% plastic free, biodegradable, and compostable.

Wilsons new natural treats range follows the recent launch of their Scottish salmon oil to compliment the company’s extensive portfolio of cold pressed and raw frozen dog food.

Find out more by visiting www.wilsonspetfood.co.uk or for trade enquiries call 07830 384855 or email info@wilsonspetfood.co.uk

Bamboodles Y-bone and Puppy range toys

Pet Trade Innovations are excited to announce the extensions to the Bamboodles Dog Chew toys.

The New Y-BONE BACON and PUPPY RANGE are available to order now.

Steve Driver, MD of Pet Trade Innovations commented: “The T-Bone has been a phenomenal success since the launch so we are thrilled to be able to introduce the Y-BONE and PUPPY Range to our BAMBOODLES Brand of Dog Chew Toys. The Y-Bone comes with the unique fan favourite T-Bar for ease of holding, but now splits at the top to massage gums. The bamboo fibres mean the chew toy will flake rather than shard when chewed.

“For our younger, smaller fans, we now have the Puppy range. These come in three shapes with an enticing chicken scent, and are specially created for puppies and tiny breeds up to 7kg.”

All the Bamboodles range are infused with bamboo and nylon so built to last even for the most aggressive of chewers.

nd out more visit www.Pettradeinnovations.com. To discuss stocking Bamboodles or to order a display stand, call 01276 919808 or email info@pettradeinnovations.com

Beaphar CatComfort® Excellence

Nylabone chew toys

The first new products are additions to the Strong Chew Max range. Made from rubber, this range is designed for dogs with a more determined style of chewing. The new products include a beef flavoured medium stuffable Cone that’s perfect for hiding treats, and a Braided Ring that doubles up for a game of roll and fetch. Alongside promoting good chewing habits, the new products feature raised dental nubs to help to keep teeth clean while preventing the build-up of tartar.

The final Spring addition is a cheese beef burger flavoured Extreme Ring Chew. Available in a large size, the Ring Chew is made from Nylabone’s classic durable nylon that is suitable for even the strongest of chewers. The ring shape works perfectly for tug play games whilst being easy for your dog to hold and chew.

For more information, visit www.nylabone.com or order through Interpet’s trade website: trade.interpet.co.uk

Pet healthcare company Beaphar has launched the Beaphar CatComfort® Excellence, a new multi-pheromone calming plug-in for cats.

Clare Fuller, Marketing Manager, said: “We are delighted to add Beaphar CatComfort® Excellence to our popular calming range. Beaphar CatComfort® Excellence has been designed to help cats remain calm and reduce unwanted behaviours, as well as promote harmony in multi-cat households. This new formula combines the Feline Facial Pheromone to help comfort and calm, and the Maternal Appeasing Pheromone to provide harmony and promote bonding in households with more than one cat.”

Beaphar CatComfort® Excellence provides cat owners with up to 30 days of continuous calming in the home, helping ease separation anxiety, reduce unwanted behaviours, and optimise feelings of reassurance.

Beaphar CatComfort® Excellence is part of an extensive range of calming products from Beaphar, including Beaphar CaniComfort® and Beaphar RabbitComfort® with products such as calming sprays, collars, and spot-ons to help promote comfort in the home and on-the-go.

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For more information visit www.beaphar.co.uk or for trade enquiries, please contact your Beaphar Sales Executive or the customer service team on 0333 006 6236

Economy Core Chub

Leading raw dog food brand ProDog Raw has launched its first ‘Economy Core’ range to help dog lovers feed their dogs well during the cost-of-living crisis.

Customers can enjoy the ‘Lovely Chubbly’ range of affordable products. The 450g chub range comes in four different formulas: beef and chicken, chicken and lamb, chicken and fish, and a three-bird mix. Meanwhile, a sample pack of 10 economy tubs, 2 packs of treats, and free delivery will retail for just £16.95 for new customers.

ProDog Raw’s Economy Core range sets a new standard for budget raw dog food. This range combines British ingredient raw food with all-natural dietary supplements to provide nutritionally balanced meals that are delivered straight to your door.

As an innovation for the pet food sector, this range promises to revolutionise how owners ensure their dogs enjoy essential nutrients and proteins. Now, the core nutrients dogs need can be found in carefully designed, pre-prepared meals; owners needn’t be left feeling confused or buying multiple products if they can’t afford to. Instead, they can finally discover a solution that doesn’t scrimp on health or price.

ProDog Raw’s Nutritional Advisor Alison Frost says: “I am so glad we’re launching an affordable product line that simplifies this process – no dog should miss out on the ingredients they need. By investing in these meals, you’re actively ensuring that your dog is digesting an entirely healthy, whole, rich diet. We’ve done the research for you!’

To find our more, visit www.prodograw.com or for trade enquiries visit www.prodograw.com/trade-registration

Vale Pet Foods air dried dog treats

Up and coming pet food business Vale Pet Foods, which is based in Leicestershire, has added a new range of air dried natural dog training treats to its product range.

Vale Pet Foods was founded by two dog trainers, husband and wife, Luke and Mairi Chapman who also run a busy little farm in the Northamptonshire countryside. As dog trainers, they became very aware of the sensitivities and intolerances to food that many dogs had developed. They saw first-hand how diet can massively impact a dog’s behaviour, its appearance, and also its development. Vale Dog Food was created to provide customers with a naturally wholesome diet, packed with a good healthy source of protein and the right oils and minerals to benefit skin and joints. They produce a range of grain and gluten free dry food recipes, raw food recipes, and natural treats.

All products only use meat sourced from the human food chain and the finest ingredients and are packed with vital nutrients that are needed to contribute to great overall health. Vale Pet Food’s dog training treats come in three varieties.

Tasty Training Treats with Duck and Ox Liver are gently air-dried and contain 44% UK sourced duck and 16% Ox Liver. They are soft, small in size and easy to break apart which makes them perfect for use as training treats for dogs of all breeds and sizes.

Duck is a highly palatable, protein-rich meat that is also a great source of Vitamin A and B3, which both promote healthy skin, eyes, and coat, as well as helping to prevent inflammatory conditions.

Liver is an incredibly beneficial, nutrient-dense protein source that is rich in many vital minerals and vitamins that contribute to good overall health, including Selenium, Riboflavin, and Iron.

Calming Turkey Treats with Chamomile and Lavender treats are gently air-dried and are comprised of 65% UK sourced turkey which is rich in protein and low in fat, and therefore provides enough energy without being high in calories.

The turkey content also ensures the treats are easily digestible and are also grain and wheat-free, which makes them suitable for dogs with sensitive stomachs, intolerances, or allergies. Subtle chamomile and lavender essential oils have been infused into the treats, which provide calming properties and therefore are a great choice of training treats for dogs that are particularly anxious.

Super Sausage Treats with Lamb and Rosemary are gently air-dried and contain 70% UK sourced lamb which is extremely high in protein, minerals, and vitamins that are essential to maintaining good overall health.

The treats are also highly palatable and are easy to digest which makes them suitable for fussy dogs, and those with sensitive stomachs or intolerances. The addition of rosemary essential oils aid in digestion, which in turn maintains a healthy gut and helps to prevent gastrointestinal problems.

All treat varieties contain sweet potato which is an excellent source of fibre and vitamins that help to promote healthy skin and coat.

For more information visit www.valepetfoods.com or for trade enquiries call 01455 332 003 or email woof@valepetfoods.com

Tuffles and Cuddlers dog toys

PetLove has launched Tuffles and Cuddlers, two new endearing ranges of sustainable dog toys that are made from 100% recycled materials.

Created from fabric that is made from recycled PET (plastic) bottles, and filled with recycled polyfill, the toys are supplied with minimal packaging, the majority of which is created from recycled paper and jute.

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Designed for dogs who enjoy rough and tough play, the Tuffles range comprises a choice of seven appealing animal toys (Koala, Rhino, Penguin, Turtle, Dolphin, Elephant and Sealion). These are constructed using multi-layers of double-stitched recycled fabric to ensure they withstand rigorous play. Each contains a squeaker that is made from natural rubber, unlike the plastic versions that are commonly found in other dog toys. The Tuffles range is priced from £14.99.

The attractive Cuddlers range is perfect for dogs who prefer to snuggle up with their toys. It features an Elephant, Penguin, Rhino, Mink, Orangutan, Koala, and Red Panda. As with the Tuffles range, all the Cuddlers toys have been created from recycled materials and contain a natural rubber squeaker. The Cuddlers range is priced from £12.99

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falls into the World Wide ered ness of these LOOT and WWF India.

Each of the animal species featured in the new collections falls into the World Wide Fund For Nature’s vulnerable, endangered, or critically endangered species category. Every purchase of a Tuffles or Cuddlers range helps in raising awareness of these declining species via a collaboration with specialist manufacturer RESPLOOT and WWF India.

Talking Trade… with Ian Manning of Su-Bridge Pet Supplies

About Ian

Ian is the Managing Director of Su-Bridge Pet Supplies. He is the son of Brian and Sheila Manning who founded the business in the 1970s. Ian transformed the business into the leading wholesaler it is today.

You’ve recently been crowned Wholesaler of the Year at the Pet Industry Federation Awards. What did it mean to win such a top honour?

Being awarded Wholesaler of the Year at the Pet Industry Awards Dinner was totally unexpected but a wonderful surprise. To receive this award is an absolute honour, and it is recognition from our customers, suppliers, and peers for our hard work in servicing customers old and new over difficult Covid trading years.

I’m so proud of the whole Su-Bridge team and delighted that my father, who started selling Supa Select over 45 years ago to local pet shops out of the back of his truck, is still part of the business today to share this fantastic achievement. Thank you to everyone who voted for us.

Give us an insight into the background of Su-Bridge. How has the company grown to be one of the major wholesalers in the UK?

My mum and dad built a boarding kennels in the 1970s and sourced and gifted a bag of Supa Select dog food as every dog was collected to go home. Its popularity grew and Dad started to supply to the trade locally.

In the early years, Su-Bridge’s growth came from constantly increasing a value range of products under the Supa Select brand, which grew into Extra Select, and supplying the East Anglia region with established leading pet, small animal and wild bird foods. In the 1990s, I joined the family business full time and Su-Bridge opened an onsite retail shop and increased warehousing with a pre-pack production unit.

In more recent years, as other suppliers and manufactures reduced their sales teams within the specialist pet trade, we understood and considered it to be pivotal that being in front of the pet shop owner was key to our growth. We started to invest in an experienced field sales team to extend our great family service, develop relationships, and present not only leading brands, but exclusive and own branded products across the UK. To support that further, we’ve invested in two on-site warehouse extensions over the last five years, installing a new production unit, enabling us to double capacity and increasing our storage to 115,000 sq ft. Alongside this, we have increased our fleet to 16+ vehicles which enables us to supply from our base in Norfolk to the South East, Midlands, and North West.

I think the key to our growth has been the whole team striving and working together to deliver our customers great products at the right price, consistently. We are not perfect, we make mistakes, but we do work hard and quickly put them right.

I’m delighted to share that in the last few weeks, after a three-year delay due to Covid, we have successfully installed and transitioned to a new processing system. This will improve our whole customer experience of the stock and ordering process. It’s an investment in future proofing our service capabilities.

How many product lines do you offer?

Su-Bridge offers over 15,000 lines and an extensive portfolio of brands and products across all categories, featuring all the leading brands such as Burns, Skinners, Mars, Nestle, James & Steel, Whimzees, Pet Munchies, Bamboodles, and Danish Design to name just a few. Su-Bridge’s heritage quality brand Extra Select lists over 1,500 lines across dog treats, cat litter, working dog food, fish food, small animal and bedding, and a comprehensive range of wild bird food and suet treats.

In 2016, we launched a selection of our best sellers, including peanuts, sunflowers, blends and suets, swan and duck food, hedgehog food, and dog biscuits all in five litre buckets. This proved to be popular with our customers as they are convenient to display and provided vermin and weatherproof storage to the customer.

In 2013, we launched Lovejoys, our hypoallergenic wet and dry dog food. A popular brand for the trade to present in stores as a point of difference, delivering on price, margin, and palatability.

More recently to support our customers with the increased demand for natural food and treats, we introduced Second Nature, a quality range which includes chews, grain free biscuits, training treats, dried chicken wrapped hide chews, antlers and olive woods.

During Covid, with increased demand on all that was pet, Pure & Natural was launched. This is a range of body part treats including goats’ ears and camel hide in both single

pack or a 1kg box for retailer pick and mix options in store. Sales have been so successful in their first year that we are increasing the range with new products launching at PATS Sandown.

Due to our continued growth over the last six years and our experienced field sales team, we’ve secured and are excited to be working with some amazing exclusive brands for our customers. This includes Ziwi Peak, a 96% meat air dried cat and dog food and treats range of exceptional quality; True Leaf functional dog and cat treats; Farm Foods cold pressed food; Nobby’s Accessories; and I am Natural, UK made Natural dog treats and grooming range. Last year, we introduced Dogsee Yak Treats and Animonda Integra veterinary diet feeding range in both wet and dry options for both cats and dogs, all of which we will be taking to PATS — so come and say ‘hello!’

What do you believe sets you apart from other pet product wholesalers?

Aside from being a family friendly business with a dedicated telesales team and exceptional delivery team, our main point of difference is that Su-Bridge doesn’t have a banded price list.

We like to work with all customers individually to prepare an agreed discounted price and supply all on an Every Day Low Price which is supported with a bi-monthly offer book. We strive to work with our customers to grow their business through effective range and category management. We offer display solutions, floor standing displays and dumpbins to promote impulse purchase, and a supporting merchandising team that can manage every level of fixture installation and full store merchandising.

Su-Bridge Pet Supplies is a one stop shop for all you could need to help grow your business, just phone and ask — we are here to help!

People will be able to meet the team and see some of the product ranges at the PATS Sandown show this month. How much are you looking forward to the show?

We are excited to be exhibiting at PATS Sandown again this year. The whole team will be there! Please come and say hello — we are in Esher Hall on stand D9 and have some great show offers across all our own and exclusives brands. This includes the New Animonda Integra Veterinary Diet and the Ziwi Provenance Air Dried series. Look out for the Dogsee stand opposite, with a must-see amazing enrichment treat toy and our new Trinkety Paws UK-made waterproof vegan dog collars and leads.

The Su-Bridge depot.

Durin Pure & N treats in

PATS Sandown is here!

The biggest pet trade show in the country is back as the industry heads to Sandown.

Twice a year the pet industry comes together under one roof at the PATS pet trade shows. This month sees the spring show as PATS heads to Sandown Park, in Esher, Surrey, on Sunday March 26 and Monday March 27.

From the biggest pet brands to the most exciting start-ups in the industry, visitors will be greeted by more than 130 companies. A large number of companies are choosing to exhibit at Sandown for the first time as they see PATS as the perfect opportunity to announce their plans for the year ahead. It really is the best place to see the best pet products hitting the market and network with the key people in the business.

“Visitors to the show can be assured they will see and speak to the leading names in the industry, and early indications point towards lots of new products being launched at the show,” said organiser Gordon Thomas.

For visitors — such as independent pet shop owners! — entry to the show is free, as is parking and the show catalogue. PATS Sandown 2023 is the perfect opportunity to see and feel the products that could bring you great returns and benefit from exclusive show offers.

Here, we preview the show so you can get the most from your visit…

The Exhibitor’s view…

More than 130 brands will be exhibiting their new products at PATS Sandown in March. Here brands tell us why being at the show is so important for their business…

“Without exception PATS is the most important pet trade event in the UK. It’s the ideal show to forge and build relationships within the industry.”

Will Baggaley, international sales and marketing director, Earth Animal.

“We’re thrilled to bits with the response we had at PATS Sandown 2022. I have to admit this one has been even better with record numbers of inquiries and orders.”

Jonothan Goodman, director of In Vogue Pets.

“It has been a great show. In fact, we were that busy we ran out of show offers.”

Liane Avery, operations manager, Pet Trade Innovations

“It’s wonderful to be back at PATS Sandown following all the travel restrictions. We were thrilled to win a New Product Award on our return to international events, and it has created a lot of interest from both new and existing customers.” Doreen Werner, sales and marketing manager of German company Mealberry.

“It was wonderful to celebrate 50th anniversary alongside PATS at the 25th exhibition in 2022. We’ve had a great relationship with the exhibition over the years and it’s great to see it go from strength to strength.”

Gerard O’Mahony, managing director, Pedigree Wholesale.

“I have attended all PATS shows and have enjoyed everyone. I feel honoured and privileged to have been a part of the PATS success story.”

Ben Anderson, sales director, Inspired Pet Nutrition.

“We took a much larger stand in 2022 and it paid off big time. The response was incredible. If I had to describe how I feel about the show in one word it would be wow!”

Cheryl Parry, head of marketing, The Barking Bakery.

The New Product Showcase

Always a highlight of the PATS shows, the New Product Showcase is an invaluable chance to see what products are hitting the market and for visiting retailers to see the new products they will be stocking for the coming season. The Showcase is designed to help buyers find the latest and most exciting products to hit the pet trade, as they are gathered together in one, extensive display in the Surrey Hall’s Madri Lounge.

Once visitors have seen what they like, they then have the opportunity of visiting the stand of the manufacturer or supplier of that product to discuss it in more detail. There is an information card beside each product, giving details such as suggested retail price and where to find the supplier.

All entries in the Showcase will judged by the panel of retailers for the New Product Awards on the first morning of the show, so the results will be known and highlighted throughout the Surrey and Esher Halls for the rest of the exhibition. The Awards will be presented at the New Product Showcase display at lunchtime on Sunday, 26th March.

Entries will be displayed under the following award categories:

● Cat Food and Products

● Dog Food Products

● Dog Treat Products

● Dog Accessories and Toys

● Dog Harnesses, Leads and Dog Wear

● Small Animal and Bird Products

● Pet Care Products

● Grooming Products

● Business Services

Chosen charity

PATS Sandown has chosen welfare group Animal Rescue and Care (ARC) as its chosen charity for 2023.

The New Product Showcase will be a major attraction at the exhibition as it gives visiting retailers and buyers a first look at what’s new and innovative in the market. Once the show has finished, items from the Showcase will be donated to ARC.

ARC spokesperson Victoria Patterson said: “Animal Rescue and Care is delighted that PATS has chosen us as its exhibition’s charity again in 2023. Given the current cost of living crisis, your support is more needed than ever.

“As in previous years, all the goods donated to us will be used by animals in our care or sold to raise money that goes directly to helping them. We would like to send a huge thank you to everyone involved.”

Launched in 2001, ARC has grown from small beginnings to a local charity that has helped over 8,000 animals. The charity’s priority is to rescue, foster and rehome animals in the Richmond upon Thames area.

More about ARC can be found on the charity’s website www.animalrescueandcare.org.uk

Star line-up for grooming demos

PATS Sandown has lined up a star-studded list of professional groomers for an unmissable series of demonstrations.

With an increasing number of pet retailers introducing grooming salons into their stores, the PATS programme of seminars and demos will provide invaluable insights into this side of the business.

On both days of the show, expert groomers will be giving free-to-attend demonstrations of specialist grooming techniques as well as advice on how to grow your grooming business.

The demonstrations will highlight the knowledge and expertise required to complete traditional grooming techniques successfully as well as showing off a

New exhibitors…

PATS Sandown 2023 has attracted almost 40 new exhibitors. Here, some of the newcomers tell us why PATS is perfect for them…

The Animal People Recruitment Company is excited to be exhibiting for the first time at PATS throughout 2023. Chris Whatling, the MD and founder, has been visiting the show for the past few years as his company recruits for many brands within the pet industry.

Chris said: “PATS is such a great show for us, it’s a chance for us to meet with our clients, new and existing, and to keep ourselves up to date on all the products within the industry that we love so much.

“The pet industry is where it all started at The Animal People, and it will always be my first love. The people who work within this industry are amazing. We feel lucky to be a part of these companies and to be surrounded by the talented people who care just as much as we do. Together with our clients we are part of an industry that is bettering the lives of our pets every single day.”

Another first-time exhibitor looking forward to showcasing its products at PATS Sandown is PetFocus. The company’s Libo Zhou commented: “Our brand is currently focusing on cat corrugated-cardboard scratchers. Our aim at the show is to expand our business from online (Amazon) to retailers, wholesalers, as well as importers.”

PATS Sandown is also attracting international exhibitors like Belgian company Coucour, whose founder Robert Huygh discovered the idea of healthy dog treats on a trip to the Himalayas. He noticed the Sherpas and locals were chewing on something hard and small throughout the trip. Further investigation revealed they were cheese bones, which he then developed into all-natural pet treats.

few modern and creative ideas. There will also be information on tools and products for the everyday groomer, plus tips and tricks to increase salon revenue.

The grooming activity at PATS Sandown is being produced in association with Peanut & Pickle, an allnatural canine skincare brand.

The grooming demonstrations are as follows: Emma Darlington and Rachel Downes will be appearing on Sunday, 26 March, from 10:30am-2:30pm.

Kara Boyd and Laura Cook will be appearing on Monday, 27 March, from 10:30am-2:30pm

The groomers will also be on the Peanut & Pickle stand (T1 in Esher Hall) throughout the show to talk with people and offer one-to-one Q&A and extra demos.

Coucour’s sales manager Jorge Aguilera said: “Coucour is exhibiting at PATS because we believe the UK market is more progressive than the EU continental market — it’s often three years ahead. We believe it’s the best place to launch new products. We will be introducing two new products at PATS, where we will be able to get direct feedback.”

Mahi Naturals Ltd is a distributor of natural care products and business manager Sue Harrison explained why the company had signed up to exhibit at PATS Sandown. “We are launching several brands at PATS and have chosen this show as it is considered the best exhibition for pet product retailers and buyers.”

Bugalugs Pet Care marketing executive Mollie Mckenna said: “Following our success at PATS Telford in September, we are excited to attend the Sandown show for the first time with the intention of showcasing our exciting new product ranges. Additionally, we look forward to increasing brand awareness and generating partnerships with other pet industry experts.”

Trinkety Paws is a leading manufacturer for high quality dog collars and dog leads. Owner Nadine Berger said: “I am extremely proud of having a business that designs and skilfully makes products in the UK, creating jobs for a dedicated team of designers, reducing the carbon footprint on products, whilst being able to support the British economy. We are looking forward to catching up with existing and meeting new customers at PATS Sandown.”

Loerie Trading focusses on the pet travel sector and will be showcasing the popular Innopet and Ibiyaya brands at PATS Sandown. Director Branko Burazin commented: “We are excited to engage and collaborate with high-street retail pet stores owners and corporate companies, both for lead generation and brand exposure. Our range includes pet strollers, bike trailers, car ramps, and carriers for both cats and dogs of all shapes and sizes.”

AATU D3

Acana J9a

Adios Plastic M3

Aqueos C8

Barking Heads D4a

Bartholomews S10

Beco E3

Benyfit Natural F15

BIlly + Margot F17

Biokitty Cat Litters G16

Biopharma Group L6

Blue Pet Co N6

Boston Pet T16

Botanica International A2

Buddycare L10

Bug Factory A1

Bugalugs G12

Burns Pet Nutrition H7

Carnilove J7

Catit S1

COCO JOJO & DOOG J3

Copdock Mill J4

Cotswold Raw E1

Coucour N1

COYA Pet L12

CSI Urine M15

curli R6

Danish Design J1

Dobbyman T17

Dog Space L5

DOGGi E15

Dog’s Love, Cat’s Love & Wow J7b

Dogs Trust S6

Dogsee C15

Dorwest Herbs G5

Dr. Zoo K2

Earth Animal H2

Earthbound N10

Ezydog L4

Things that annoy cats...

and how to avoid them

Without even realising it, you may be doing things that peeve your pussycat. Read on to discover the irritants that cats would tell you about if they could.

Mistaking a social roll for wanting my tummy rubbed

When your beloved cat flops on to the ground, stretches out on their back, shows off their belly, and rolls from side to side, it seems like an obvious invitation to rub that fluffy tummy.

However, do so at your peril, as in general, cats don’t like this area to be touched.

“It can vary from one cat to another as to whether they like to have their tummy touched or stroked. Some cats will tolerate it, some cats — probably a lesser percentage — enjoy it, but for most cats, that’s a really sensitive area,” says cat well-being and behaviour advisor at leading feline charity International Cat Care Alex Taylor.

“When a cat rolls over on their back, they obviously look super cute. When they move around like that, it’s called a social roll. It can be an invitation for play and it means they

are relaxed but it is not an invitation for a belly rub, and most people misinterpret that.”

As most cats will not be keen, it’s good advice to not touch that area as you are highly likely to be told to get off in no uncertain terms. And ignoring their feelings on the matter could have consequences.

“For some cats, it could be upsetting and of course if an owner does that, and the cat then claws the owner and they get a nasty cat scratch or even a bite, that could absolutely damage the bond between them because the owner is going to be upset and the cat is going to be upset as well. And if that cat is anxious or even fearful around the owner because they keep doing that, they may perhaps even avoid the owner or might start being aggressive.”

Telling me off for being naughty when I’m basically just being a cat

Hopping on to kitchen work surfaces, pushing something off a table, scratching a chair leg… cats can sometimes do things that we don’t want them to do and this may lead to raised or at least annoyed voices. But from your cat’s point of view, they are not doing anything wrong. They’re just being a cat.

“Cats are pretty unlikely to know right from wrong,” says RSPCA cat welfare expert Sam Watson. “They aren’t naughty or vindictive, they don’t hold a vendetta or a grudge, and when we misinterpret their actions as naughty, people might be tempted to punish or use a harsher voice with them. And quite often, it’s just normal cat behaviour but expressed in a way that perhaps isn’t desirable.

“That must be quite annoying for cats, when they are just going about their normal everyday catty business and all of a sudden they’re being told off!”

If they are shouted at, or even punished, it is unlikely to have the effect of teaching them that the behaviour is naughty, she says.

“I think it would potentially lead to the cat becoming scared of you rather than being aware of what they’ve done wrong. If you were to do something, like spray them with water or yell at them, they’re going to associate that unpleasant feeling that they’ll get from that with you, rather than with what they were doing.”

It’s much better to avoid punishing undesirable behaviour and instead encourage the behaviour you do want.

“What we can do is give them options and reward them for choosing the favoured options,” says Sam. However, if your cat starts doing something you perceive as naughty and it is an abrupt change of behaviour, it is advisable to get them checked with a vet.

Putting my litter tray in the wrong place

Many of us put our cat’s litter tray near the back door and often those doors are made of glass. This is not ideal.

“Cats like privacy when they toilet,” says Alex. “That’s

Cats don’t understand the concept of being naughty.

Cats want privacy when they toilet.

because they want to feel safe and they don’t want to get interrupted by other cats.

“A lot of people will put litter trays near patio doors, especially if that’s where the cat flap is. You don’t want a litter tray near a cat flap and you don’t want it near somewhere that is very easy for other cats on the outside to look in. They’re not going to want to use a litter tray if there’s another cat that they don’t know staring at them through the window.”

In fact, placing your cat’s litter tray in any busy area can be a problem. “If that tray is somewhere that’s busy and there’s lots going on, maybe there’s loads of kids and maybe there’s other cats as well, then that cat is much less likely to use it,” says Alex

It’s ideal — especially in multi-cat households — to have a tray for every cat and then one additional litter tray. Even if your cat toilets outside, it’s still a good idea to keep a litter tray in your home just in case.

“It’s a good idea to have a tray as back-up, even if you have a cat that goes outside, in case something changes in the outside environment, like the weather’s really bad and they don’t want to go out.”

In fact, Alex has noticed that in times of very bad weather she has seen more cats with stress cystitis at the vet’s because many of them won’t want to go outside but have no litter tray inside as an alternative.

Touching my paws

If you love cats, their paws are almost irresistible… the fur, the little pads. But while we might like to touch them, the experience is not necessarily so pleasant for the cat.

“Cats’ paws are extremely dense with nerve endings,” says Sam. “It’s one of the most sensitive parts of their body because that’s where they’re making contact with the ground, perhaps exploring foods and objects. They’re very sensitive and I think when we touch a cat’s paw, that’s really invading that very sensitive area.”

Paws are an important part of a cat’s body as Alex explains. “They are little survivalists so they’re programmed to only have themselves to rely on to get food.

They use their paws and their pads when they hunt because it keeps things nice and quiet, and they use their claws for grabbing prey. So, they need their paws to function, essentially to survive. But they also use their paws for communicating with other cats by releasing pheromones and odours from their planter (large) pad glands. And they need their claws and paws to

defend themselves as well. So, if the owner suddenly starts touching the paw, then that might not be pleasant for the cat.”

While there may be some cats that are OK with it to a degree, she says it’s wise to avoid it, particularly if you don’t know the cat in question.

Ignoring the signals when I’m swishing my tail

Most cats only want short bursts of fuss and interaction, even if you’re doing something they enjoy. It’s a good idea to pause when you’re petting a cat to see if they still want you to carry on. They’ll soon nudge you if they want some more. But if you’ve overstepped the mark, cats will let you know and one of the signals is a flick or a swish of a tail.

us than ever during the lockdowns, but as things have got back to normal, they may have had to cope with changing routines and not having us on hand quite so much. For cats, each scenario could cause frustration. The answer, as with so many cat-related situations, is to be led by them.

“Interaction with cats needs to be on their terms,” says Alex. That means making sure you don’t overwhelm your cat with unwanted attention and working out what kind of attention they are looking for.

“Sometimes when a cat approaches a human, it doesn’t necessarily mean that they want to be stroked. Sometimes they just want to sit near you. Sometimes it can be because they’re in a playful mood, but it doesn’t always mean that they want to interact.

“How much a cat wants to interact with us can vary between cats, but most cats do not enjoy being picked up and cuddled tight or kissed, because that’s really intense for them, that’s too much. They are little self-sufficient survivalists and they like to feel in control of what’s happening.”

But the reverse of that situation can also be a problem. “If we don’t give cats attention when they’re used to it, they can get frustrated as well, so that’s something that we need to bear in mind, especially if they’re used to a specific routine.

“When they’re getting frustrated because they’re not getting enough attention, I would say you probably need to speak to a behaviourist if the cat is being aggressive towards the owner or when they can’t predict when it’s going to happen.”

Waking me up when I’m having a nap

Stroking a sleeping cat is tempting when they’re lying there so snuggly — but think twice.

“The swishy tail comes up a lot, especially with overhandling,” says Sam. “If you’re petting a cat and they’ve had their fill, their tail will start to go and if you ignore it, then some cats will use stronger methods of communication to make their point clear, to say they’re quite sated thank you, they don’t need any more.

“Some cats might push your hand away, some might use their claws, some might even vocalise, or get up and leave. But the swishy tail is a good first sign that they’ve had enough of whatever you are doing. So then give them a bit of space and if they do want you to continue petting, then they’ll maybe push their head into your hand or indicate it in some way.”

Giving me too much attention (or not enough attention)

The last few years have been a case of feast or famine in terms of attention for some pets. They had more time with

Much of your pet cat’s behaviour is hard-wired in from their wild cat ancestors. It means they have to be on the alert for an attack. That might seem unlikely when you look at your cossetted puss dozing comfortably on the end of your bed, but the responses are built in. The result is you may get a swipe or even a bite if they’re woken up abruptly, because they feel that they must be ready to defend themselves.

“Cats need to feel safe when they rest because they’re prey animals as well as predators. So, being woken up suddenly, I think with any cat you’d be asking for trouble because you’re going to startle them and they’re going to react badly and it’s going to make them feel not safe in their own environment,” says Alex.

This can be especially true of an older cat whose hearing or sight might not be so good. So, if your cat reacts badly to being woken up suddenly, it’s not because they are a generally angry or vicious cat. After all, most of us don’t like to be woken abruptly out of a deep sleep.

“It’s just that the cat feels threatened in a situation where it should feel safe.”

Cats paws are highly sensitive.

Listen to what your cat’s tail is telling you.

10 ways to

have fun wit h your dog

One of the best aspects of dog ownership is having fun together. Trainer and behaviourist Jackie Drakeford shares some ideas that can help make both of you feel good.

It’s important that what you think of as fun is also what your dog finds fun. Similarly, there are things that dogs enjoy that aren’t so great for us (rolling in fox poo, for example!) and part of your relationship relies on keeping those moments to a minimum. You should also remember that dogs are not identical in mind any more than they are physically, and what one thinks is the greatest fun is not the same for all.

There is breed bias in this: for instance, sight hounds love tearing about and often run for several hundred yards for the pure pleasure of running back again, while collies like to stay really close to their owners so they don’t miss anything they might be about to do. Some dogs are social butterflies, while others prefer just to be with you. Let’s have a look at some fun things that you can do together.

1

Agility: Dogs are tremendous athletes, even the cute small ones with short legs, and most will enjoy negotiating obstacles if introduced to them appropriately. Agility clubs can provide a safe outlet for their energy and a social event for their handlers, but not all dogs or people thrive in the excitement and competitiveness of organised agility, and high noise levels from both people

and dogs can be upsetting for some. In these cases, agility at home will fulfil the sense of achievement gained by climbing, jumping, going through a tunnel, and negotiating weave poles, with no pressure or over-stimulus. You and your dog can miss out any obstacles he dislikes, start and stop when he feels ready, and — so important — always leave him wanting more. 2

Hoopers: This is the low-impact version of agility, and can suit dogs better if they are older, smaller, or lack confidence about the greater challenges posed by certain obstacles. For the more competitive, competition is included, with chances to progress to champion status. And, of course, you can take away the ideas for exercises and use them at home if you prefer. 3

Scentsational: Dogs just love to follow scent, and you can have a lot of fun by laying trails for them to follow in the garden. Fill up a spray bottle with water and add something smelly that dogs find enticing, such as a piece of pate, liver (raw or cooked), or Bovril. Shake well, and leave a squirt every few feet at dog level. A tasty treat to discover every now and then, with a ‘jackpot’ of treats to mark the end of the trail, will give your dog a sense of achievement.

TOP TIP!

Start with your dog on a long line and walk round with him, giving him plenty of time to work out what this exercise is all about. It’s his job to follow the trail, but you can share his delight as he looks at you to tell you that this is such fun. Start with short, easy trails and frequent treats, or some of his daily food if you are watching his weight, and you can progress to longer trails that criss-cross each other and are at varying heights as he becomes more competent. You can dispense with the lead and leave fewer treats after the first few times, but continue to walk round with him as this gives him extra pleasure from your teamwork. There are formal groups where your dog can do scent work to competitive level, or even progress to Search and Rescue, which requires a lot of commitment and a certain size of dog, as the work can be strenuous. Alternatively, you can carry on with scent work at home together, which is something that can be done with any dog and most owners at any stage of life.

Research the work your dog’s breed/type was originally bred to do, and you’ll have a good idea of what he finds fulfilling.

Dogs age faster than we do, so take care not to miss any early signs of unsoundness during energetic exercise. By switching to gentler activities, you can have just as much fun.

4Gundog training: This is something I recommend for any dog/owner combination who would like to learn something fun in a group environment. Some trainers only work with pedigree gundogs, but others are happy to take cross-breeds — did you know that Poodles are gundogs too, so all the fashionable Poodle-crosses will enjoy learning these skills? Take time to find the right trainer, and if possible, attend a session or two without your dog so that you can see if he will be a good fit. Even if your dog doesn’t have a smidgen of gundog in his ancestry, it’s worth trying. I know a lot of terriers who really blossom by learning the

skills gundogs need.

It may be that your dog doesn’t like loud bangs, and in that case many trainers will obligingly offer one-to-one sessions that don’t include them but still offer other exercises. Gundog training is big on teaching dogs steadiness and self-control, with the reward of searching out and retrieving dummies. If your dog doesn’t like retrieving, and many don’t, you can still delight him by hiding suitable items in the garden and around the home for him to sniff out. Canvas dummies are pleasant for dogs to carry, and you can add a tiny smear of something smelly such as cheese or meat paste to encourage the ‘find’. Some of the more modern training dummies mimic the look of game birds, and most dogs find them very appealing.

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5

Fun at home: When the weather is challenging, you can make puzzle toys at home, such as filling a cardboard box with crumpled newspaper and hiding a few tasty treats for your dog to find. Cardboard tubes from loo rolls and kitchen paper can also be stuffed with scrunched-up newspaper, a few pieces of which hold a treat hidden inside. Keep the treats very small, and vary them to increase the incentive.

6

Easy yet rewarding: The three-cup game is another indoor exercise that is cheap, easy, and rewarding. With your dog in another room, place a tiny treat under a paper cup or a small plastic flowerpot, then call him in and encourage him to knock over the cup and enjoy the treat. Progress to several cups, but with the treat under only one of them. This is easy to set up and clear away, with the bonus of reinforcing the ‘stay’ and ‘come’ commands as well.

If you have several dogs, one-to-one time is precious to them. Even though you lead a busy life, you will give much joy by fitting in an activity that is just for each individual. “

France, and remember that even if his recall is great, he may not be able to hear you over the sound of the tide. Ice is dangerous, so never let your dog go anywhere near it. Hydrotherapy pools offer an alternative if you are unsure of your local area, and remember that a few minutes of swimming provides more strenuous exercise than a same-length walk.

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When giving treats as rewards, keep them very small. It isn’t the size of the treat that counts, but the fact that it is being given at all. This way you can reward all you want without ending up with a fat dog!

8

Strenuous exercise: Many dogs love swimming, but you need to be careful to keep your pet safe. Beware of water containing harmful algae, dumped rubbish, or other contaminants, and don’t let your dog chase the ducks! If you walk on the beach, make sure he doesn’t set off for

7

Stepping up the pace: Dogs really enjoy running with their handlers, so if this is an activity you enjoy as well, going for a proper run across country can leave you both happy and well exercised. Some serious runners like to have their dogs attached to their waistbands, and can go that bit faster with the dogs helping, while others prefer their dogs to be off-lead but close.

You need to train some basics before you go out for a proper run, so you avoid getting tripped up by an enthusiastic canine companion, and also be considerate

of other path users who might find the prospect of a fastrunning dog and human coming towards them rather daunting.

9

Walkies: Go walking somewhere new! A change of scene is stimulating for dog and owner, so even though your usual walks are happy and fulfilling, your dog will love all the new scents and scenes that unfold as you explore.

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Perfect for bonding: Fun doesn’t have to be energetic. If you learn how to massage, you can create a really bonding experience with your dog. Your hands can detect any change in his bodily condition at an early stage, and he will benefit from the closeness between you. Some dogs will initiate massage once they get the idea, and many will croon their pleasure as your hands ease any aches or pains.

“

Even if your dog doesn’t have a smidgen of gundog in his ancestry, it’s worth trying. I know a lot of terriers who really blossom by learning the skills gundogs need.

Cost of living bonuses

businesses have started providing free meals at work as part their employee benefits package. One BT call centre has even set up a community pantry where staff can donate and pick up essentials such as dried pasta, cereal, and baby food.

While some will appreciate these sorts of perks, it’s important to be mindful that many will be uncomfortable with the idea. Though it insisted that its community pantry should not be confused with a food bank, BT was criticised for “normalising in work-poverty.” Moreover, those who are facing financial hardship will likely not want their colleagues to know that they are struggling and may feel embarrassed to utilise such initiatives in an open office. This could lead to grievances and possible reputational damage, as well as call into question whether staff are being fairly paid. The best and simplest way to avoid well-intentioned initiatives backfiring is to ask employees. You could consider setting up a ‘financial support group’ made up of employees reps. That way, the initiative isn’t being done to them, it’s being done by them and with their input.

Beware of discrimination

As well as fretting about their own energy bills, businesses across the UK will be acutely aware of the financial difficulties their staff are currently facing, and may feel a sense of responsibility to step in.

Conversations around cost-of-living concerns will naturally make their way into the workplace, as people look to their employers for support. Already, big-name companies have announced an array of financial initiatives to help employees combat the biggest income squeeze on record.

Metro Bank recently confirmed plans to give a 2.75% pay rise to 98% of its employees, while John Lewis has begun providing free meals to help staff’s budgets stretch further. Others have introduced perks such as interest-free loans, gift cards, shopping discounts, one-off bonuses, and even emergency hardship loans.

Clearly, employers are keen to do something to support staff in the current climate.

A general review of pay and benefits

Employee needs have changed. As such, an incentive and reward package that worked a decade ago might not cut it today. With both businesses and their staff feeling the pinch, it may be an opportune time for a compensation and benefits review.

As well as helping employers to keep control over their own costs by ensuring money isn’t being wasted on benefits that nobody really wants or cares about, reviewing the pay and benefits package will help to optimise the current offering based on what really matters to employees right now — namely money.

Indeed, with money worries at the forefront of many people’s minds, a recent survey in HR Magazine found overtime to be the most in-demand work perk, followed by flexible working hours, and companyfunded retirement plans. With all three directly benefiting employees financially,

it seems clear that these are the sorts of incentives employees value most in the current climate.

As well as ensuring the benefits package resonates with employees during this period of financial hardship, an up-to-date, competitive employee benefits package is a great way to attract and retain talent — another major challenge for businesses right now.

Note that, from a legal perspective, it’s important to make sure that any benefits that might be changed don’t form part of an employee’s contract of employment. If they do, then there’s the need to undertake consultation with the staff to get their agreement to make these changes in advance.

Changing benefits is one matter, looking at changing pay in response to a rise in cost of living is another consideration altogether.

It’s a great time to consider whether pay is competitive in the external market and make sure that there’s a well-defined pay structure which aligns to the outcomes of job evaluation. That said, it’s prudent to consider whether giving a pay rise is the right way to solve the cost-of-living crisis.

Not only does it lead to a situation where salaries become out of line with the market data or with skills required for the job, it means that things like the gender pay gap or any existing salary disparities run the risk of becoming exacerbated.

If a salary raise is the answer, then it must be approached on a basis that it can be sustained longer term — does a pay rise now mean no more pay rises for the next five years? It must also be awarded on a scientific basis, meaning that there must be some thought and objective criteria which determined the raise. Perhaps something more sustainable would be the consideration of bringing pay reviews forward.

One-off bonus payments

Some employers are looking to pay a oneoff bonus payment to provide temporary financial relief this winter.

The problem is that in some cases this is being done as a knee-jerk reaction and is symbolic only. In fact, union leaders have spoken out against these kinds of ‘solutions’, arguing that something more sustainable is needed. While employers want to be seen to be doing something and have considered one-off bonuses as a way of doing this, this risks setting an annual expectation.

From a legal point of view, a one-off bonus payment should not ordinarily give

rise to any future entitlement to bonus payments, so long as it is completely discretionary. If, however, there is (or there becomes) a history or pattern of making such payments, the element of discretion may be lost.

To prevent any suggestion that such bonuses are anything other than a one-time payment to help with the current economic climate, there should be no expectation from the employee to receive it, or even an expectation as to how it should be calculated if it is to be paid. This can be a complex area, so it’s best to seek advice as such payments may be made more regularly, even if only annually, to ensure no obligation to pay is created.

Hardship loans

Employers can loan employees up to £10,000 each year with no tax consequences. Essentially, the company pays the employee a set amount on a one-on-one basis with the agreement that they pay it back over a defined period.

Those considering offering hardship loans should ask the employee to sign a loan agreement before making any payment to them, setting out the terms of the repayment, including repayment term, authorisations for deductions from salary for repayments, repayment if they leave the company, and sanctions if the loan isn’t repaid.

All of this aside, the main question is whether hardship loans are a good idea. Loaning money to employees won’t necessarily solve the problem and could lead an employee into further debt. Furthermore, companies rarely do a credit check when lending money. What if the employee has no means of paying it back? Disciplinary action? Employers are not banks.

Additionally, some companies are paying hardship loans with no expectation that employees pay it back. The main issue here is equality and ensuring fairness is applied in the process of awarding loans and in awarding the right amount. How can an employer judge the need of one employee compared with another? This is incredibly subjective and plays right into the hands of discrimination claims.

Other considerations and issues to be alert to:

Consider the optics

If you’re not in a position to consider financial bonuses, you may look to provide food or other items to help staff who are struggling. Indeed, a growing number of

As with any company benefits scheme, it’s important to consider if cost of living incentives may give rise to any issues such as complaints of discrimination. For example, John Lewis’ free meal scheme is, on the face of it, a great perk for staff. However, depending on the food on offer, not all employees may be able to benefit. If the John Lewis canteen menu doesn’t cater for Kosher or Halal diets, it may exclude some from that perk. Additionally, those who celebrate Ramadan will be unlikely to benefit from this perk during that time because the canteen will be closed when they are able to eat.

Benefits that are also only provided to certain roles could also give rise to complaints of discrimination unless there is an objective justification for it. Several banks are awarding staff a pay rise or a oneoff payment to assist with the cost of living; however, most are limiting which employees get the additional financial help by applying a salary banding for who gets the additional payments, such as staff earning less than £50,000.

But to only award assistance to staff who had not been absent from work, for example, could run the risk of those who have been absent due to disabilities, childcare issues, or maternity leave claiming this is discriminatory.

Be realistic

Finally, firms should be realistic about what’s viable.

The answer may not be in actually providing the solution and more so in the signposting of help and guidance which allows employees to find their own solutions. This might be in the form of information sessions covering things like budgeting, financial planning, managing savings, and utilising incentive schemes such as a share scheme. There’s more that can be done with money to make it go further but many of us don’t know that because we haven’t ever seen a financial advisor.

Other options are maximising existing incentive and commission schemes; paying for introductions for new hires; paying for cross-referrals or business leads which turn into revenue; allowing employees to sell some annual leave to gain some extra cash; helping staff to buy discounted goods from the company.

All of these are simple solutions that not only put money in people’s pockets without great cost to employers but may have financial and other benefits for businesses too.

“

“Some employers are looking to pay a one-off bonus payment to provide temporary financial relief this winter.

Adam Bernstein Writer/researcher for independent businesses.

Understanding Good-Better-Best Product Category Differentiation

Challenging times are ahead for all retailers and understanding the opportunities to drive sales through product selection and category hierarchy is becoming a fundamental skill set for successful trading.

As we know, the pet industry, like others, has to adapt and stay nimble in the face of changing shopper trends, affluence demographics, and local competition. Outside of direct pet, there is also competition for those trading in some of the same categories, including discounters, grocery, garden centres, and online platforms. To succeed in this environment, it is increasingly important for retailers to have a clear ranging strategy across all key categories.

Don’t underwhelm and under-sell

So, what do we mean by good-better-best differentiation?

It may help to give a quick overview of how the industry has developed into what we feel to be some very clear identifiable differences over the last few years.

Retail chains have evolved so that there are similarities in the selection of brands, the store layouts, and category flows, with the only noticeable distinguishing factor to shopper experience coming from the level and quality of store employee engagement. The chains have evolved to offer a strong selection of product hierarchy within the key categories to cater for consumers’ needs for a reason.

We have heard, on numerous occasions, from independent stores the simple statement: “I know my customers and won’t be able to sell higher end products here.” Yet, the competition shows there is real potential to use category hierarchies to advantage in independent stores.

Conversely, many retailers will know customers who consider giving their pet ‘the best of everything’ to be highly important and understand that their buying is driven by their priorities rather than their income. Even in areas where the demographic tends to lower income, it can still be worth offering choice and an opportunity to upgrade.

Consider too that pricing discounts should be reserved for later tiers (better/best) and that for some customers the lure of a great deal can tempt them to upgrade their purchase. This, alongside the excitement created by offering choice, creates a better shopper experience and provides a reason to return.

Clarify the category

When it comes to product categorisation, we know that dog product categories are going to generate the highest level of sales, followed generally by cat. Other categories tend to perform at a lower level but may be needed for basket fill, with the exception applying to specialists in areas such as reptile, indoor bird, or aquatics. In this latter instance, customers will often travel a long distance to shop, so choice and premiumisation are essential to match their expectation and fulfil the potential for expert-driven sales.

The approach you take may be influenced largely by how you feel you sit within the competitive marketplace. For example, should you choose to list only dog beds priced within the good (or entry level) category and define an acceptable ceiling on price, then your greatest competition will invariably come from the discount channel who will offer the equivalent price match. Carry this through your store and effectively you become the discounter, dependent on volume sales with low margin – essentially you work harder for the same return. Often there will be poor brand consistency as your buying will be deal-led which can undermine the potential for repeat sales.

By simply listing a small selection of better and best options, not only will consumers have the opportunity to select better quality within their budget but the overall perception of the ranging, the quality of products available, and the spend within the category will increase.

Consumers will spend within budget and welcome the opportunity to have access to better quality if and when they can afford it. If the ceiling of a category is at £40, and the average is at £30, then there is a real missed opportunity to improve the average simply by adding a small number of better-best products at £60 and £100.

Some millennials and gen Z pet owners are looking to buy quality but buy less often for environmental reasons and so may spend more than you expect. Post purchase dissonance — or buyer’s regret — where the customer second guesses the wisdom of their product purchase may also be higher with products that last for longer, cost more, and are viewed as highly important. So, it’s important that products in better-best perform at the expected level. By offering a range of price points, we help match the customer expectation with product experience. Of course, space

limitations come into play, as does the understanding of shopper affluence but there will always be customers who want a better quality of product.

Think about what the convenience stores, discounters, the grocers, and to some extent the garden centres are offering: their ranges are not yet built around ‘destination shop’ expectations. Their ranging is generally selected to capture the ‘emergency shop’ and/or ‘impulse shop’ sales. These stores often don’t have pet specialists on site and are therefore unable to offer the same level of advice and product recommendations as knowledgeable independent pet store retailers. As with any better, best category selection the key is to be able to give a clear understanding to the consumer to sell the reasoning behind the higher price based on factors such as quality, durability, performance, or USP.

Category strategy

What is your category strategy? Are you looking to provide a service for all pet species and therefore feel that you need to offer everything or are you able to offer up more space to focus on the key categories and realign category hierarchies? There are a number of very successful retailers specialising within the key categories rather than trying to do everything. It really is challenging trying to ‘be everything to everybody.’

The key is to better understand your current sales patterns, strengths, and weaknesses and then set a clear strategy as to how you would like to drive sales.

Look at categories in detail. How many food brands are you stocking? Is this because they all perform? Are you stocking products for a small number of customers/sales? Can you help customers and pets move to a better-quality food?

Pet owners will be able to tell you which food brand they feed and perhaps some preferred treat brands and may even be able to identify a small number of internationally recognised accessory brands, so the real challenge is to know what to list when brand loyalty is so sporadic and inconsistent across categories. With this in mind, selecting best-fit individual products rather than complete branded ranges might work for your store.

Sean Kelly, supply chain and operations consultant at Petcon, and Susan McKay, of specialist PR and marketing agency Companion Consultancy, discuss the importance of good, better, best merchandising.

Look at your mix of products and price points. Do you already have many options at the good, entry level, and could condense the mix to accommodate better-best? Are you listing premium toys? Do you perform well with them? If so, then what other premium brands can you make space for? The accessory category can easily become ‘cheap and cheerful’ but shoppers are often looking for products that enhance interactions with their pets.

Think about the shopper experience, how do you ensure that your customer gets the opportunity to see all that you have to offer? Consumers need to be able to shop and easily identify products as they browse. We often see space overstocked making it very difficult to see anything other than a wall of product — sometimes ‘less is more.’ This can be where brand blocking can work well to help the customer understand the fixture and make quicker decisions.

How well does the flow from categories work within store? Are you calling out the USPs of premium products? Customers doubling back and wandering around might indicate that flow isn’t working, while customers standing in front of displays for a long time then leaving without a purchase may indicate that the fixture needs fixing.

Have you invested in the right level of visual merchandising? Helping your customers to identify and understand the benefits of Better-Best product brands and performance shouldn’t be underestimated. Speak to your wholesalers and/or the brand owners to request any available point of sale (POS) to help showcase the premium products you have available.

Ring the changes, ring up sales

When was the last time you visited one of the pet retail chains and your local competition to check what they are listing and how they choose to display? What are their offers? How are they calling out products on shelf and/or promotion?

How are you planning and supporting seasonal sales? Do you need to stock multiple brands where they all offer a treatment solution, or can you put the space to better use?

Can you allocate space within store for seasonal products and rotate the fixture to add freshness? Consumers want to

Good, Better, Best Checklist

● Undertake a full category review and identify good, better, best (GBB).

● Identify slow sellers and look to remove and replace if there is a gap in the GBB proposition.

● Identify where the opportunities are to drive sales through hierarchy.

● Make time to visit the retail chains and understand how they create GBB.

● Review store layout and identify where to re-align and position better/best to optimise sales.

● Focus on a small number of better/best brands and ensure that there is clear consumer education from store staff.

● Get the visual merchandising right and invest in supportive POS to showcase premium brands and product lines.

see something new when they come into store. How often are you changing layout, offering promotional deals, or bringing in innovative products?

When did you last ask your wholesaler to provide their best-seller list? Consider taking a new look at the list and order some of the better-best categorised products as a trial. There is no one range fits all. Retailers do like to set their range to suit their customer demographics but that does not mean that they should not look to better their offering and drive sales through a stronger product mix and price hierarchy within the key categories. Most are already doing so across food brands, so why not across other key categories?

One last thought to take into account: what is likely to happen as we get further into recession? It is unlikely that consumers will change their preferred pet food brand, particularly those who are already feeding a quality product, as they do appreciate the benefits. Will consumers purchase treats and accessories at the same rate? Will they still look to treat with the same quality but perhaps less frequently? Are those consumers who do really struggle likely to look for

the uk’s premium Pond Food

the cheapest option and migrate to the discount channel? Time will tell, but one thing is for certain and that is that for independent pet stores, getting the right good, better, best mix is now more important than ever.

THEPETTEXFLOATINGPONDANDKOIRANGEOFFERSYOUACHOICETHATISGUARANTEEDTOPLEASE

ANEXCELLENTRANGEFORALLSEASONSANDTEMPERATURES, MANUFACTUREDFROMACCREDITEDINGREDIENTS FORTROUBLEFREEFISHKEEPINGANDPERFECTWATERCLARITY

WHETHERYOURCUSTOMERSARELOOKINGFOR GROWTH, COLOURORHEALTHATASENSIBLE PRICE, LOOKNOFURTHERTHANPETTEX

Dealing with spiralling costs

In a fast-moving world where prices are rising at a pace not seen in decades, firms are struggling to keep pace and, worryingly, stay in business. The natural reaction to rising prices is to pass on cost directly to customers. However, that’s not always possible.

So, what can a firm do to protect its position in respect of difficult markets, especially where they sell to trade rather than retail?

James Crayton, partner and head of commercial at Walker Morris, says that to combat skyrocketing energy bills and material and labour shortages, firms should initially conduct an assessment of their current commercial arrangements, including considering their own supplier relationships as well as their relationships with customers “to understand whether there are any contractual or common law remedies which can provide them with flexibility or assistance to maintain good relationships, while not detrimentally impacting their finances.”

Pricing

The aim of the process is to get a fix on the current position. And this starts, clearly, with the current contractual position on pricing, especially where the firm is party to long-term supply contracts. He says that “while the simplest price mechanism is a fixed price, often more detailed mechanisms to determine price are included in longer term agreements and you should assess if this price is broken down into components which may be able to be changed.” This particularly is the case in circumstances where the firm can demonstrate that the cost of supply has significantly increased.

But if the contract specifies a fixed price, then he advises considering if the contract contains provisions with regard to price indexation. “With such a clause,” says Crayton, “the contract will provide for the

price to increase in relation to an index, such as the Retail Price Index (RPI) or the Consumer Price Index (CPI).”

However, without an express provision, Crayton says that “the price specified in the contract will not adjust in line with either of these indexes, or any other method for measuring inflation.”

Similarly, with general price reviews or adjustments, there needs to be an express clause in its agreement providing for the right to do so. Here Crayton warns that “vague statements that variations may be agreed are unlikely to be enforceable.” He adds that the contract may contain provisions for an annual price review, but “these tend to be about setting a framework for prices to be agreed, rather than a unilateral right to increase.”

Force Majeure

Next is the force majeure clause. It is not a ‘get out of jail free’ card but may, in some circumstances, suspend a party’s obligations when they are prevented from completing an agreement by events outside of their control. Sometimes it includes rights to terminate.

Crayton says that these events are often listed within the clause or definition. He notes, however, that “the supplier would need to be able to demonstrate that circumstances beyond its control prohibit it from complying. A general change in the economic climate or market conditions affecting the profitability of a contract is not likely to be considered a force majeure event.”

And where there is no force majeure clause, Crayton says that a supplier “may have to rely on the doctrine of frustration, which is notoriously limited in its application.” In essence, this can set aside a contract where an unforeseen event either renders contractual obligations impossible, or radically changes the principal purpose for entering into the contract.

More contractual terms to examine Other elements of the contract that Crayton advises looking at are “the basis of the agreement, and whether you are bound to supply pursuant to it, or whether it acts as a framework under which call-off orders/ purchase orders are issued and subject to your acceptance.” Of course, refusal means no revenue and may risk damaging customer relationships. However, as Crayton says, it allows a pause in supply “in circumstances where cost price rises are making it unprofitable for you to continue to supply and it may also be helpful leverage in discussions with customers requesting a price increase.”

Then there’s a material adverse change which Crayton defines as “an event or circumstances which have a material adverse effect on the ability of the parties to perform their obligations.” He says that while this is not something typically seen in short-form standard terms and conditions, “it may be included in a long form, negotiated agreement and may allow for termination or suspension of obligations and a renegotiation of the contract.”

The fall-back position is termination of the agreement altogether. It’s the least favourable option and carries risks. As Crayton points out, “care should be taken to properly assess your contractual right to terminate in accordance with the terms of the contract; it is likely that you will need to continue to supply up to the expiry of any notice period” — even if it’s possible to terminate.

The absence of contractual provisions

So, if with careful review of the contract it’s found that there are no suitable provisions embedded in the agreements, or, worse, they offer little or insufficient protection from the various price pressures the firm is facing, are there any other options that can be considered? There are.

Crayton says that the obvious, and most effective and co-operative, approach is to maintain an open dialogue with customers. He says that “they are unlikely to be surprised by requests for price increases and it is something that we are seeing a large number of our clients undertaking across various market sectors.” He continues: “Where the request is genuine, rather than exploitative, and particularly where it can be backed up by evidence, there may be an

opportunity to vary your agreement, without the need to terminate. Customers may be willing to accept this in order to guarantee continuity of supply, or there are limited alternative suppliers.” Interestingly, Crayton highlights the fact that it is likely that alternative suppliers the customer might turn to will be facing the same challenges, and the customer may therefore have limited options to find an alternative. Regardless, he advises that “any commercial discussions should be documented, and the formal contractual variation procedure followed if applicable.”

Where a firm is able to renegotiate, and certainly for any new agreements entered into, as Crayton emphasises, “you should ensure your contractual provisions provide adequate protection for any ongoing or new challenges faced due to cost price increases.”

He explains that his firm has assisted clients in many industries with preparing wording to include in their quotes which reserves the right to amend prices in circumstances where there are material increases in input costs, including energy, labour, and fuel. That said, he adds a proviso: “While we have not seen evidence of these types of provisions being tested recently and there is of course the risk that there is a challenge regarding contract formation or a battle of the forms scenario, it is likely to be more beneficial than not to include such wording.”

Another tack is to add wording to quotes that state that quotes only remain open for acceptance for a short time period, and future supply will be subject to updated quotes, to reflect the market at that time.

Looking to the future, Crayton highly recommends detailed thought about the use of various pricing mechanisms and whether it would help to link them to inflation, or at the least, have price reviews at certain points throughout the contractual period where the parties can renegotiate the price. And the market is moving in his experience. As he says, “we are seeing a trend towards including indexes or pre-agreed price rises linked to certain commodities and a move away from the price being fixed for the term of the agreement.”

His last suggestion is to “consider whether you want to commit to supplying ‘a certain volume’ for a certain price, or whether you want to work on a purchase order basis. The advantage of having a predetermined volume of business detailed in the contract is that it provides certainty for both you and the customer. However, as seen by the cost of living crisis, the economic climate is unpredictable, and a more flexible agreement may be more beneficial, such as supplying on an ‘orderby-order’ basis, may be preferable.”

As with any finely balanced negotiation, seeking good advice to help steer the conversation can help to avoid inadvertent pitfalls while inserting sufficient flexibility to ensure contracts help, rather than hinder, the long-term business relationship between supplier and customer. Now is the time to address contractual issues.

“

“

So, what can a firm do to protect its position in respect of difficult markets, especially where they sell to trade rather than retail?

Adam Bernstein Writer/researcher for independent businesses.

Only the best for Britain’s birds for over 100 years!

Wild Bird Peanut Butters and Feeder

WILD BIRD PEANUT BUTTER JARS

Walter Harrison’s wild bird Peanut Butter jars come in two flavours: Original, and Mealworm, both high in fat for a nutritionally tasty and healthy treat for garden birds. Both peanut butters are made without palm oil, instead made from a unique blend of suet, peanut flour and rapeseed oil.

Peanuts are naturally high in calories and when blended into butter, make a tasty high energy treat for wild birds. haven’t added any salt into our recipe, ensuring that this blend is nutritionally balanced and safe for garden birds. mealworm version will attract many birds including Britain’s favourite bird, the Robin, so this nutritious jar of energy-rich peanut butter combined with the protein-rich mealworm morsels cannot fail to be a hit in back gardens! To delight the environmentally-conscious customer, this feeder is made with 100% Recycled Plastic and also includes a Wooden baton (for the perch).

How to Use: Feed by removing the lid and placing the jar into one of our specialist feeders. Alternatively you can feed by sitting the jar securely on a bird table, or by smearing the peanut butter onto the trunk of a tree for more timid birds to find.

TO THE ENDS OF THE EARTH

South African wildlife cameraman Danie Ferreira swapped the corporate world and his morning walks in Cape Town’s Table Mountain National Park, with his terrier, Jessie, for the Arctic’s inhospitable terrain and Greenland Dogs, in a bid to follow in the footsteps of the great polar explorers.

Danie’s stunning new photography book, ‘Out in the Cold’, chronicles his travels through Svalbard — an archipelago between mainland Norway and the North Pole — the Canadian High Arctic, and Greenland, as well as expeditions to Antarctica, while paying homage to the brave sled dogs who helped to get him there and keep

him safe. Along with up-close images, the book includes Danie’s reflections on the kinship he shared with these amazing dogs.

Driving force

Under the expert handling of musher Isak Pike (below left), 14 Greenland Dogs — Roni, Atsinglingitser, Nuliakar, Kajo, Inuirali, Dusaaleqqortool, Nano, Vavalaa, Qemmira, Kato, Quqotoq, Lisa, Nunu, and Rambo — make light work of the Arctic terrain, even in temperatures as low as –40 degrees celsius.

“These dogs blew me away with their strength, stamina, endurance, and work ethic,” said Danie, who added that these qualities set the breed apart even from Malamutes and Huskies. “Greenland Dogs can pull a 700 – 750kg sled at 10 – 12kph for four hours at a time.

“A strict hierarchy enabled the pack to work efficiently and effectively, with Roni at the front because he reacted best to voice commands. Behind came star performer Nuliakar, who put her head down and kept the pack going.

“The musher relied on the dogs to sense the thickness of the ice. It was a pack decision to suddenly veer to one side when they knew the ice was thin. I was nervous we’d fall through the sea ice — but we never did.”

Breaking the ice

Serving as hunter, haulier, and guardian, the Greenland Dog has had a relationship with Man for thousands of years,

helping to protect Inuit communities and explorers from polar bears and ice fissures.

These courageous canines have been behind every successful human-led polar mission; in fact, Roald Amundsen won the race to the South Pole in 1911 because he had Greenland Dogs.

The fearless and loyal breed boasts a powerful body, strong, muscular legs, small triangular ears covered with thick fur to prevent frostbite, and a double coat with an outer layer of coarse water-repellent hair.

“Before lying down like doughnuts in the snow, they have a rounding ritual, curling up tight to keep warm, with their bushy tails covering their eyes and noses,” said Danie.

Food chain

When they’re not working, the dogs are tied together for safety and to prevent them from chasing wildlife — a potential disaster if a polar bear is in the vicinity.

They’re fed on the chain to prevent fighting, with their diet mainly consisting of frozen blocks of ringed seal and whale meat.

“There is no water so they hydrate by burning fat,” explained Danie.

Setting sail

During Danie’s 2015 expedition to Svalbard, he photographed Jubel (above) snoozing on the yacht.

Jubel is an old Norwegian word, which translates as ‘jubilant’ or ‘joyous’. “Jubel always had his head over the side,” recalled Danie. “He was the most domesticated of the five dogs on the trip and reacted quickest to sights and smells — he was the first to spot a bird or a walrus.

“Dogs are our most direct link to nature — I only had to look at Jubel to know what lay ahead. As soon as the dogs relaxed, I knew I could too.”

Action hero

“The dogs spent most of their time working, sleeping, or eating, so I was keen to capture different aspects of their behaviour,” said Danie, who took this dramatic shot (below) of Jubel at feeding time.

“One of the other dogs got into his personal space, although this doesn’t accurately reflect his warm and friendly nature.”

Captured in some of the most hostile regions of the planet by wildlife photographer and filmmaker Danie Ferreira, incredible images of the world’s toughest domesticated dog have been published in a beautiful book.

Danie at work.

Images: Danie Ferreira.