PPM November

Fo r i n d e p e n d e n t p e t r e t a i l e r s

w w w. p e t p r o d u c t m a r k e t i n g . c o. u k

Pet Treats Special!

How to make the most of pet treat sales

November 2023

Pet Product Marketing Four pages of new products

PATS

Awards winners The products that took honours at the leading trade show

Brilliant marketing without a budget

GREAT. VALUE. supremepetfoods.com CONNECT WITH OUR FANS @supremepetfoods

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When you’re small, every nibble matters. That’s why Tiny Friends Farm loves to bring you the more wholesome things in life – like great taste, nutrition and value too. So for mighty little ones that will love you more with every munch, you know what to do.

Tiny Friends Farm. Feed them happiness

Scan to watch our video and Ѓˡ˗ ˢ˨˧ ˠˢ˥˘

10/10/2023 09:05

GR A I N FR E E

FE STIV E

TURKEY W ith Wi t h all t h e t ri m m i n g s

W E S A M N T S I R CH PE! I C E R

Developed by Veterinary Surgeon John Burns MBE BVMS MRCVS

CONTACT YOUR LOCAL AREA REP Enquiries: 0800 018 1890 burnspet.co.uk

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WELCOME e have an absolutely packed issue — and it is a pet treats special!

Over the years, the role of the pet treat has evolved into a key purchase for consumers. Pet owners want to give their companion something tasty but they also want treats to have a wider positive impact on their pet’s well-being. In this issue, we delve into the role of treats, and look at how they can be a fundamental part of your offering.

In such a packed issue, we feature and hear from so many excellent brands. We have a brilliant Talking Trade interview with Daniel Sarkadi, from Peregrine Livefoods. It is always

great to hear from the people behind the brands and it gives a unique insight into their values, motivations, and passions. And this interview definitely delivers.

We also caught up with IAMS and they give the inside track on a new development to their huge, leading brand. And, of course, we’re packed full of fab products, including a feature on the products that took awards at the recent PATS Telford.

As always, we’re trying to be the best possible resource we can be to your business!

Contents

40 Pet treats top tips How selling treats can help you build loyalty, trust, and revenue.

44 Five Reasons Why Print Marketing Remains a Potent Tool for Businesses The benefits of print materials to driving business.

46 How Developed HR Systems are Helping Mental Health Flourish in the Workplace Caring for mental health is vitally important.

48 Reptile care While trends come and go, evolution is a positive move for the reptile keeping hobby says John Courteney-Smith.

50 Dog Answers Tips and advice from some of the top names in the dog world.

52 Small companion advice Caring for senior rabbits and guinea pigs: a guide for retailers.

54 Dog health How to help your dog have a healthy digestive system.

58 Cat care How to prepare the environment for a feline arrival.

62 PPM Puzzles When it’s tea-break time, we have a set of puzzles for you.

W

4 News The latest from the pet industry.

12 Talking Trade… …with Daniel Sarkadi, Head of Sales, Peregrine Livefoods.

14 New products We take a look at what is new to the market.

15 What’s new with IAMS? There’s an exciting development coming from the leading brand.

22 On the shop floor We visit a shop in Bristol that specialises in raw dog food.

24 Nurture those natural marketing skills Leading comms agency Nobull show how great marketing isn’t about spending the most money.

26 PATS Award Winners We showcase the products that won honours at the recent PATS Telford.

33 Pet Treats Special!

34 The function of treats How treats have evolved into a key purchase for pet owners.

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Follow us on Facebook!

Mike Mike Hallam - Editor, PPM.

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Sign up to our free weekly newsletter!

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 Ellis O’Connell, marketing exec

Nigel Fish, design and production manager Stephen Tanner, key account manager (advertising Pet Product Marketing) Andrea Walters, key account manager (advertising Your Dog/Your Cat) Kay Cotterill, classified sales (all titles) Printed by Warners Midlands plc James Buzzel, publisher

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Subscriptions and back issues Pet Product Marketing is available free to people who qualify for our controlled terms of circulation.

If you’d like to register for a free subscription, please visit www.petproductmarketing.co.uk

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

See videos of the latest products and trade news

www.petproductmarketing.co.uk

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11/10/2023 11:32

NEWS

PPM News No ve m b e r 2 0 2 3

Pet keepsake brand announces national distribution partnership with Pedigree Wholesale 4

The Lovely Gift Group has announced its new pet keepsake brand, Oh So Precious, is now available through one of the leading UK pet trade distributors, Pedigree Wholesale.

The new partnership will promote the new retail product

range to the 2,100 Pedigree Wholesale customers right across the UK and expand the group’s national distribution capability to independent pet stores.

Oh So Precious is a collection of innovative keepsake ideas and gifts for pet owners to celebrate their love for their pets, create cherished keepsakes or offer comfort when a pet has passed.

The initial range chosen by Pedigree includes a number of paw print kits, a fur keepsake bottle, clay paw print impression frame, photo frame, keyrings, wind chime, and plant markers.

Helen Davies, Managing Director of the Lovely Gift Group said: “We are thrilled with this exciting partnership. We have long admired the Pedigree reputation and sales reach across the UK market with some of the best known brands, so we are over the moon to now work with their team.”

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

Johnson’s reaffirms family values with latest appointment Johnson’s Veterinary Products has appointed Jonathon Gwynn to the role of Assistant Finance Manager.

Recognising the importance of maintaining the family presence within the business, Jonathon, who is the son of current Johnson’s Managing Director Paul Gwynn, was invited to join the business personally by former Chairman David Johnson, who sadly passed away in July 2022.

Johnson’s Managing Director Paul Gwynn commented: “Jonathon is the latest family member to join the business, following the recent arrivals of his brother Matthew and David’s grandson, Jack Franks. It is gratifying to build a family legacy, with the ambition, commitment and enthusiasm to drive Johnson’s forward for another century.

New Assistant Finance Manager Jonathon Gwynn commented: “This is an exciting time to join the family business as it develops and looks to the future. Johnson’s continues to grow and it’s imperative we maintain this momentum.

“I have always been committed to giving my best in every role but working with close family and colleagues in the supportive environment of Johnson’s has reinforced my determination to deliver on the faith shown in me.” www.petproductmarketing.co.uk

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NEWS

PIF Announces its Awards Finalists

Certikin takes control of Bermuda

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Certikin International Ltd, one of the UK’s leading wet leisure specialists, has concluded the acquisition of Bermuda, the water gardening and pond equipment brand, from Evolution Aqua Ltd. The move comes following five years of partnership between Certikin and Evolution Aqua which saw the Bermuda brand return to the UK market and flourish.

Through this partnership, Evolution Aqua managed the sales and marketing functions of the business while Certikin managed the logistical and accounting elements — now all functions come under the control of Certikin.

“The acquisition of the Bermuda brand is great timing for Certikin and we aim to take it to its next stage of development in the market, while retaining the key personnel and brand identity that are important to Bermuda,” says Steve Nelson, Commercial Director of Certikin.

For existing Bermuda customers, it is business as usual as they have already been dealing with Certikin for the accounts side and their existing contact will still be Bob Meacham or Adam James.

Bermuda products will join the existing ranges from Certikin, including Heissner and AquaForte, which are already distributed in the water gardening and aquatics market. By combining ranges Certikin will be able to offer a complete portfolio of products for this unique and exciting market.

For more information, please contact Steve Nelson, Commercial Director, on snelson@certikin.co.uk

Renowned former athlete Roger Black MBE teams up with dog health company Buddy & Lola has announced a new brand ambassador partnership with former athlete Roger Black MBE, the renowned Olympic medalist and former European Men’s 400m Champion.

Black’s love for his dogs Howie the Cockapoo and Daisy the Cavapoochon, along with his trust in Buddy & Lola’s probiotic products, has led to this exciting collaboration.

Roger Black expressed enthusiasm about the partnership.

He said: “Our dogs are part of the family so their health is as important as our own! I trust Buddy & Lola’s probiotics to keep

The Pet Industry Federation (PIF) has revealed the line-up of 2023 finalists for the PIF Awards. The number of the entries received this year was very high, with some categories being particularly hotly contested.

Nigel Baker, CEO of the Pet Industry Federation, commented: “We would like to thank everyone who took the time to enter the PIF Awards this year. All businesses shortlisted as finalists deserve sincere congratulations and we very much look forward to welcoming everyone to the PIF Awards this November where we will announce the winners.”

Generously supported by platinum sponsor Jollyes and headline sponsors Cliverton, Collar, Lopay, and Su-Bridge, the 2023 PIF Awards Dinner takes place on Thursday 9 November at Chesford Grange Hotel, Kenilworth, Warwickshire. Tickets to the black-tie event include a complementary drinks reception and a three-course meal with wine and live entertainment.

Individual tickets can be purchased at www.petfederation. co.uk with savings for tables of 10 and a discount code available for accommodation at Chesford Grange.

To view all the finalists, visit https://petfederation.co.uk/pifawards/finalists/

Howie and Daisy at their best. I’m thrilled to be able to spread the word about Buddy & Lola’s fantastic products!”

Buddy & Lola is renowned for its commitment to the health and well-being of dogs. The firm’s signature probiotic chews have become a staple in the daily routine of many dog owners, including Roger Black. Super Tummy Daily probiotic chews health benefits include firmer stools, less wind, and improved skin and coat.

“We’re absolutely buzzing about this partnership!” exclaimed co-founder Harriette Phillips. “To have someone of Roger’s stature, who is so passionate about health and wellness, endorse our products is truly a testament to our commitment to providing top-quality dog health solutions. We can’t wait to see what the future holds with Roger on board.”

Black’s ambassadorship with Buddy & Lola is expected to bring increased visibility and brand recognition to the company, while also highlighting the importance of dog health and wellness.

www.petproductmarketing.co.uk

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11/10/2023 08:24

Vital launches Everyday Essentials initiative Vital Pet Products, one of the leading pet product wholesalers and distributors in the UK, is proud to announce a strategic initiative aimed at reigniting the confidence of pet shop owners.

Twelve carefully selected everyday essentials, that every pet shop should stock, are now available. These products come with super-competitive pricing designed to easily outshine competitors.

The products feature food and treats for dogs and wild birds, with rabbit nuggets, cat food, and litter included too. Their goal is

to ensure that retailers can offer these essentials to pet parents at prices that are more affordable than ever before.

Vital Pet Products say they have listened and taken heed of the concerns raised by their retail partners and want to focus on three key areas: competitive pricing, excellent availability, and improved communication.

“Our aim is to address past concerns and re-establish trust through our commitment to deliver on our three key areas of focus,” said Peter Brame, Group Trading Director at Vital Pet Products. “These 12 everyday essential products are just the beginning of our commitment to support our valued retail partners.”

For wholesale enquiries, visit www.vitalpetproducts.co.uk or contact the sales team on customerservices@vitalpets.co.uk or 01837 883000.

Webbox kicks off season as official pet sponsor for Blackburn Rovers

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Leading pet brand Webbox has been named as the Official Pet Sponsor for Blackburn Rovers.

The brand, one of many from Blackburn-based manufacturer parent company Pets Choice, will take part in a host of team, match, and communityfocused activities alongside the football club during this partnership.

A key element of the activity will be engaging with residents in the town, of which many of its team members and customers are a part.

Other highlights will include providing a branded kennel for the team mascot, Rover the Dog, Blackburn Rovers official merchandise giveaways, engaging team members and local groups via prize giveaways and match day take overs.

CEO of Pets Choice, Tony Raeburn, said: “Webbox is proud to become the Official Pet Sponsor of Blackburn Rovers for this Championship season. Partnering with Blackburn Rovers, our local team and one of the most famous football clubs in England, will provide a great opportunity to showcase the variety and quality of our products and brands, and build engagement and awareness among our team members and their local communities.”

To find out more, visit www.webbox.co.uk www.petproductmarketing.co.uk

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11/10/2023 12:35

NEWS

New Starter Award Winner PATS Telford 2023 saw the introduction n of a brand new award. This award d was for the brands who exhibited att the show in the New Starter Zone and d was introduced to recognise greatt innovation.

DotDotPet became the first-ever winnerr of the PATS New Starter Zone Innovation n Award with its innovative Eco Towels.

The new pet lifestyle and wellnesss brand, which launched at this year’s PATS S Telford, created lots of interest on its stand with a range of shampoos, wellness treats and accessories. And it was the Eco Towels that caught the attention of retail expert Clare Gavin, who judged the New Starter Zone Innovation Award.

“I particularly liked the fact that these towels are fully biodegradable and very cost effective. The lovely branding of the product will also give it presence on the retail shelf,” said Clare.

DotDotPet General Director Harry Chapman said: “It is great to finally launch

PATS Telford to 8 become a THREE-DAY event in 2024 The organisers of PATS, the UK’s National Pet Industry Event, have announced the launch of a THREE-DAY exhibition to take place at the Telford International Centre in 2024.

The new event, to be staged on Sunday 29th September to Tuesday 1st October 2024, will become an all-encompassing show as the two PATS exhibitions — Sandown and Telford — merge into one.

The 2024 exhibition will take over the entire Telford International Centre, giving the organisers the opportunity to accommodate even more exhibitors.

The decision to stage one show in the Autumn gives suppliers and manufacturers the opportunity to showcase new products over a longer period, and to a larger audience. It will also help to promote PATS Telford into an international exhibition with overseas suppliers and buyers being attracted by the three-day format.

“This is really exciting news,” said show director Gordon Thomas, of Impact Exhibitions & Events. “We’ve carried out extensive

DotDotPet after months of hard work behind the scenes, getting the brand and products to meet our high standards. I am proud of our company’s values and product range, all of which have distinctive USPs. We are looking to shake up the pet wellness and lifestyle categories by creating a truly memorable brand.

“Winning this award is amazing so soon after its launch. I will definitely be using the accolade to promote the Eco Towels going forwards. PATS Telford has been a fantastic platform for DotDotPet and the award is the icing on the cake.”

research amongst visitors and exhibitors and the response for one all-encompassing three-day exhibition has been overwhelming.

“By making it a three-day show, exhibitors will have more time and flexibility to spend with new and existing customers, taking them through their latest product ranges during face-to-face meetings.

“By taking over the entire International Centre we have the chance to host over 400 exhibitors, compared to this year’s record number of 256, so for visitors there will be lots more to see. We expect retailers and buyers will want to stay at the show for longer, and more will consider an overnight stay at one of the many nearby hotels.”

PATS has secured the use of the four onsite hotels with a total of 400 rooms, and there are 1,000 bedrooms within a 10-minute drive and 3,000 within a 20-minute drive of the venue.

The survey of visitors — from multiple retailers to small independent shops — revealed the main reason for attending PATS Telford was the size and reputation of the event and being able to meet a large number of suppliers, including leading and new brands, at one location. The timing of PATS Telford — late September/early October — was also considered the ideal time to view product ranges for the following year.

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

Want to share your news? Got a story or new product?

Pet Product Marketing share your stories and new product launches for free!

Simply email Michael.hallam@warnersgroup.co.uk For all the latest news and new products, head to www.petproductmarketing.co.uk www.petproductmarketing.co.uk

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I N T E R NAT I O NA L

C E N T R E

• Free entry & parking • Free show catalogue • Major brands and exhibitors • 100’s of new launches • Thousands of products

Major brands & exhibitors all under one roof

Where the pet industry meet to do business

T E L F O R D

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NEWS

PetQuip Awards shine as the pet industry celebrates at sell-out event PetQuip Awards hosted a record number of guests as the pet industry convened to recognise excellence and celebrate achievement.

Held alongside and in association with PATS Telford, the PetQuip Awards cover Supplier, Retailer, Product, Export and Lifetime Achievement categories, with Gold, Silver, and Highly Commended prizes for most categories.

The event, presented by Susan Fairley, PetQuip Trade Federation Manager, and Amanda Sizer Barrett MBE, Director General of the PetQuip association, included 12 Gold and 10 Silver awards, plus nine Highly Commended awards. The winners were:

WINNERS: Supplier of the Year - Sponsored by Noble Futures

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Celebrating Green and Organic – Sponsored by CIPS Gold: Mr Bug Silver: Naturaw Highly Commended: Verm-X

Product of the Year: Technical/Accessories Gold: Dog First Aid Kit from Poorly Paws Silver: The modular and portable Dog-G8 Gate from the Dog-G8 Company Highly Commended: Puppy Starter Kit from DogSpace

Product of the Year: Food/Treats Gold: Wellness Treats from HOWND Silver: Vet’s Menu Gravy Topper from Macahl Animal Health Highly Commended: Nature’s Deli Grain-Free Tasty Paste from Pedigree Wholesale

Product of the Year: Healthcare/Grooming Gold: TropiClean Essentials Collection from Pedigree Wholesale Silver: TropiClean Enticers Dental Ball Kit for Dogs from Pedigree Wholesale Highly Commended: Gizzls Gut Support from Gizzls

Gold: joint winners Pedigree Wholesale and We.pet Silver: joint winners Burgess Pet Care and Pet Trade Innovations Highly Commended: Brambles Pet and Wildlife

International Retailer/Wholesaler/Distributor of the Year – Sponsored by PATS Telford

Business Service of the Year – Sponsored by Whistl

UK Retailer of the Year – Sponsored by PATS Telford

Gold: Henry & Co Silver: Ant Antics Highly Commended: Pet Trust UK

Gold: Discount Feeds Silver: Henry & Co Highly Commended: Cocopup London

New Starter Award – Sponsored by Pet Trade Innovations

The Theresa Swann Exporter of the Year Award – Sponsored by Group55

Gold: Trinkety Paws Silver: The British Glass Lady Highly Commended: Oh So Precious

Gold: Tom & Co, Belgium

Gold: Mutneys Professional Pet Care Silver: HOWND Highly Commended: Macahl Animal Health

Lifetime Achievement Award John Burns MBE, Burns Pet Nutrition

www.petproductmarketing.co.uk

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11/10/2023 08:25

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TALKING TRADE

About Peregrine Livefoods Peregrine Livefoods is based in Ongar, Essex and is the UK’s largest reptile wholesaler. Established over 30 years ago, the business now produces over 500 million live insects each year, to feed the country’s exotic animals in homes and zoos.

Talking trade with… …Daniel Sarkadi, Head of Sales, Peregrine Livefoods Livefoods also supports various tradefocused lobbying groups established to protect the industry and the livelihoods of those involved.

Q

Tell us about Peregrine and how this expertise has been developed.

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Q

Hi Daniel, tell us about your role at Peregine.

I am Daniel Sarkadi, Head of Sales at Peregrine Livefoods. I have been with Peregrine for 17 years and during that time I have worked in most departments, giving me a very good understanding of the inner workings of our business. In 2013, I transitioned into the Sales Team and now I work with a large team to serve over 1,000 customers each week and ensure that the customer experience always meets our high expectations.

From the on-the-road reps to the attentive office staff, the Peregrine Livefoods Sales & Customer Services Team understands the needs of our customers better than anyone else in the industry.

Most staff within my team have been employed by Peregrine Livefoods for many years and have a personal relationship with the customers that they serve. With recent years creating a turbulent time for the pet industry, we have stood by our customers, donating free foods to zoos and stores throughout the lockdown. Peregrine

Peregrine Livefoods was founded in 1987

by David Perry and Tim Green as an insect farm to facilitate the needs of an emerging demographic of exotic pet keepers in the UK. Over the decades, Peregrine Livefoods has remained at the forefront of husbandry breakthroughs and now supplies over a dozen species of live foods in varying sizes to zoos, shops, educational facilities, and more.

Peregrine Livefoods breeds many invertebrate species on site, but also supplies an array of aquatic live foods, worms, molluscs, flies, and more. This has allowed for progressive developments in the way we feed our pet reptiles, amphibians, fish, and birds, and given keepers access to higher standards of care.

Over 160 employees form Peregrine Livefoods, which has operated as an Employee-Owned Trust since 2017, meaning everyone has a share of the business’s success. This naturally benefits the customer, as you can be sure that everyone, from the Sales Representative taking the order, to the Warehouse Operative packing the goods, all have a vested interest in making your experience with Peregrine Livefoods as easy and efficient as possible.

Peregrine Livefoods also has an experienced Marketing Team. Our inhouse Graphic Designer, Magazine Editor, and Marketing Manager are consistently developing new strategies to support

our customers in marketing our huge selection of products. We work closely with our customers and provide an immense selection of digital assets, point-of-sale resources, product guides, and other tools to help new businesses grow.

Q

What brands does Peregrine produce?

Peregrine Livefoods has built and developed multiple world-renowned brands that meet the needs of exotic pet keepers and their beloved pets.

ProRep is an extensive brand of reptile supplies that manufactures an array of products from the award-winning Life series of naturalistic substrates to an entire spectrum of interesting décor and vivarium accessories.

Blue River Diets is Peregrine Livefoods’ latest venture. Officially launched in October 2023, the brand produces nutritionally complete crested gecko diets from natural ingredients. Currently, six flavours are available to customers and the eye-catching packaging and intensely fragrant formulas are causing a real stir in one of the fastest-growing sectors in the reptile-keeping industry.

In 2022, Peregrine Livefoods acquired FishScience, marking the company’s greatest leap into the aquatic sector. Instead of using fish derivatives as the primary protein, FishScience uses calci-worms, a highly nutritious feeder insect that offers a more natural diet for pet fish. Since the acquisition, Peregrine Livefoods has also extended the existing FishScience brand to incorporate blister packs of frozen foods.

Exotics Keeper Magazine is a publication centred around the captive propagation and in-situ conservation of reptiles, amphibians,

www.petproductmarketing.co.uk

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and other exotic animals. It is currently distributed to over 8,500 readers and this number continues to grow. As well as promoting the science and conservation benefits of keeping reptiles, EK offers a valuable marketing opportunity for its stakeholders.

Peregrine Livefoods also has exclusive distribution rights for some of the most highly regarded brands in the industry.

From the essential technologies of MistKing to the easier-than-ever lighting solutions provided by Reptile Systems, many brands are unavailable anywhere else. Social media titans Zen Habitats, parrot food pioneers Psittacus, European powerhouse Lucky Reptile, and the zookeeper’s best friend Taurrus Mites are only available through Peregrine Livefoods.

Q

You’ve got an expert animal team too. What do they specialise in?

Animal husbandry is at the heart of what we do. From providing high-quality insects to developing groundbreaking products, Peregrine Livefoods always has the consumer and their animals in mind.

That’s because we are keepers and breeders

ourselves. The Animal Team at Peregrine Livefoods supplies hundreds of species of reptiles, amphibians, and invertebrates to UK stores each year. Our robust species selection model allows us to think critically with every decision and provide shops with healthy animals that have been assessed by our team of experts.

Alongside sourcing and supplying the best animals from the most trusted breeders, Peregrine Livefoods also maintains breeding collections of many species, including Bearded Dragons, Leopard Geckos, Crested Geckos, Corn Snakes, Royal Pythons, and more. Our professional approach has awarded us the highest standards in AAL assessments multiple times.

Peregrine Livefoods also supplies an eclectic selection of exotic plants from its on-site greenhouse. This facility has given more keepers the ability to build beautiful naturalistic terrariums in their own homes.

Q

is looking at reaching global customers.

Fronted by a newly appointed International Sales Representative with in-house support, the coming years are set to see Peregrine’s brands adorn the shelves of European and American pet stores. This will increase brand recognition in the global forums of social media and YouTube and place Peregrine’s customers in the middle of the conversation.

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What’s next for Peregrine?

Peregrine Livefoods, with its huge arsenal of brands, happy clientele of customers, and international magazine enterprise

www.petproductmarketing.co.uk

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NEW PRODUCTS

The Innocent Hound treat-fi at-filled lled bauble Luxury treat manufacturer The Innocent Hound has as launched its new Christmas Bauble in anticipation of the festive season. on. The refillable, metal bauble, containing delicious air-dried British game treats is perfect for pet owners who want to treat their furry friend to something special this Christmas.

The treats inside the bauble are made with 60% British venison and duck which is a great source of protein for dogs. Thee Innocent Hound uses their unique air-drying method to make them,, guaranteeing them to be super-tasty and a favourite for our four-legged legged friends.

Presented in a beautiful box, the bauble makes a wonderful onderful gift and could possibly be the most tasteful decoration on the tree. This product is available for a limited time only ly while stocks last with an RRP £8.50.

Key features: ● Ideal Christmas gift. ● Original idea.

For further information, visit www.theinnocenthound.co.uk or for trade enquiries, visit www.theinnocenthound.co.uk/pages/becoming-a-stockist or email orders@innocentpetcare.co.uk

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New Products Paleo Ridge Christmas Turkey & Cranberry One of the UK’s leading raw dog food companies, Paleo o Ridge, has announced the launch of their limited-edition on festive feast, Christmas Turkey & Cranberry.

Christmas Turkey & Cranberry has been expertly crafted afted to provide a nourishing yet delicious feast for your pooch, och, complete with high-quality, wholesome ingredients. Each ch 500g pack contains mouth-watering British turkey meat at bone and offal, fresh juicy cranberries, a side of succulent nt lamb tripe, and finely minced parsnips and carrots.

In a study conducted by Paleo Ridge, it was revealed that 66% of dog owners treat their furry friends to a special Christmas dinner. Furthermore, 40% of them advised turkey as being their dogs favourite meat, which makess Christmas Turkey & Cranberry an ideal choice for making king the festive season memorable for your dog.

Key features: ● Popular with dogs. ● Ideal for the festive season.

To find out more, visit https://paleoridge.co.uk or for trade enquiries, visit www.primalraw.co.uk/trade-enquiries

www.petproductmarketing.co.uk

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10/10/2023 15:44

ADVERTISING FEATURE

What’s new with IAMS? We catch up with IAMS to find out more about their exciting packaging changes.

What’s new with IAMS? IAMS, a leading provider of pet food solutions, is thrilled to announce the launch of its repositioned product portfolio in the segment of cat dry food: IAMS Advanced Nutrition.

With a strong commitment to excellence and innovation, Advanced Nutrition represents a step forward in the evolution of pet food. This subcategory has gained remarkable momentum, accounting for approximately 49% of total cat dry food sales and driving growth within the industry over the last 52 weeks.

With Advanced Nutrition, how it is positioned in the market is key to the offering. Tell us more.

IAMS recognises the growing demand from pet owners who seek high-quality nutrition for their beloved companions at an attractive price point. To cater to these consumers, IAMS has repositioned into a more premium and focused approach known as Advanced Nutrition. This strategic move ensures a clear differentiation from competitors and enables IAMS to deliver superior value to its loyal customer base.

How does it deliver high-quality nutrition?

At IAMS, we believe that Advanced Nutrition should bee based on thee unique o e o q e

nutritional needs and taste preferences of cats. Our tailored recipes, enriched with high animal protein content, embody this philosophy, providing pets with the nourishment they require for a healthy life.

Our tagline — “Advanced Nutrition your pet needs” — encapsulates our commitment to delivering exceptional pet food that goes beyond the standards.

The range of products is key to this philosophy. Tell us what products are in the range.

IAMS Advanced Nutrition cat dry food offers a comprehensive range of formulas designed to address the specific needs of cats at every life stage: ● Kitten Nutrition (1-12 months): Supports healthy growth with essential minerals, vitamin D, DHA for brain development, and taurine for vision health.

The tailored fibre blend promotes healthy digestion. ● Adult Nutrition 1+ years: Boosts the immune system with an antioxidant blend and vitamin E, supports skin and coat health with omega 3 & 6, and maintains a strong heart muscle with Taurine. The tailored fibre blend ensures optimal digestion ● Senior Nutrition 7+ years: Supports senior cats with a strong heart muscle, promotes joints with high-quality p o o e healthy e y jo g q y

animal protein and essential nutrients, and maintains dental health with crunchy kibbles and tailored mineral levels. The tailored fibre blend aids digestion.

We understand that some cats have unique requirements too, which is why the portfolio of IAMS Advanced Nutrition cat dry food also offers specialised formulas: ● Hairball: Significantly reduces hairball formation. ● Indoor: Addresses litter odour, hairballs, and weight control for indoor cats. ● Light/Sterilised: Supports weight loss and weight control, ideal for sterilised cats. ● Sensitive Digestion: Perfectly tailored for cats with sensitive stomachs with a turkey recipe.

How does the branding help the Advanced Nutrition message land with consumer?

IAMS has undertaken a complete overhaul of the packaging design for Advanced Nutrition. With a focus on providing a seamless and informative experience for consumers, our new packaging aims to deliver clarity and convenience at a glance.

The brand name is now more prominent, and the cat image is larger, ensuring better visibility on store shelves. With improved information hierarchy, customers can easily identify the flavours and specific health benefits of each formula.

Sustainability is a critical part of the IAMS strategy with the new pack design. Key products in the range are now recyclable, contributing to a more sustainable future.

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IAMS is a leading provider of pet nutrition, dedicated to supporting the health and well-being of pets. For more information about the brand, visit https://iams.eu/en-gb/cat or for trade enquiries, email iamscareline@eu.spectrumbrands.com line@eu.spectrumbrands.co

www.petproductmarketing.co.uk

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10/10/2023 15:41

NEW PRODUCTS

PetLove’s Pawty Time Range Dedicated to creating thoughtfully designed toys that challenge a dog’s problem-solving abilities while stimulating their senses, PetLove has launched Pawty Time — a fun range of interactive, enrichment toys that make the perfect pet birthday, Christmas, and ‘gotcha day’ gifts for dogs. The range includes six different toys: Pawty Time Bunting — this ragger style toy is great for tug of war games while featuring three lettered flag pockets (HBD – Happy Birthday) that can be filled with tasty treats to encourage foraging.

Pawty Time Snuffle Gift Box — this clever toy has four velcro fastening crinkle sound sides so it can be used as box to hide a toy or treat gift inside or be undone to make use of its textured snuffle treat pockets.

Pawty Time Hide N Treat Pinata — based on a traditional pony pinata design, this vibrant toy contains a hidden treat pocket, bio-degradable squeaker, and a rope tail.

Pawty Time Snuffle Hat — undo this party hat design via its velcro fastenings to reveal a snuffle mat that encourages foraging skills.

Pawty Time Snuffle Card — the fun ‘Who’s A Good Dog?’ card opens up to reveal a textured heart shaped treat pocket and two heart bio-degradable squeakers.

Pawty Time Cup Cake – with a cherry squeaker on its top, the crinkle sounding cupcake pulls apartt via its velcro fastening to reveal a special hidden treat pocket.

Key features: ● Ideal for dog enrichment activities. ● Made from non-toxic materials and designs that emphasise blue and yellow, the two easiest colours for dogs to see.

The Pawty Time range is available to order now from Interpet’s trade website: https://trade.interpet.co.uk/

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Litter Genie In the UK, 75 per cent of cat owners encourage their cats to use a litter tray regularly, despite them not living exclusively indoors. According to research by Turquoise Thinking in June 2022, of those, 78 per cent said that it takes ‘a lot of effort’ to dispose of their cat litter appropriately. Enter the Litter Genie®, the new innovative solution to cat litter disposal, which is kind to the environment too, being made from 80 per cent recycled material.

Litter Locker by Litter Genie® has a fully comprehensive 3-step litter disposal solution: 1. Scoop the soiled litter 2. Drop it into the Litter Genie® bin 3. Lock it up, along with bad odours!

This quick and easy system means that cat

owners can keep their homes smelling fresh and odour-free.

Litter Genie has a multi-layer odourblocking bag, meaning that pet owners can be confident that they have odour-control at all times. The advanced technology and design prevent all smells from escaping, plus the clever seal to close the bin allows for an extra layer of anti-odour protection.

Furthermore, it holds up to 10 days of dirty litter. Saving on trips to the outside bin and accompanying smells throughout the house. Refill cassettes of the bags last up to three months – making it small investment for the cat lovers’ home. It has an RRP £29.99.

Key features: ● Effortless clean up. ● Controls odours.

For more information, visit www.littergenie.com www.petproductmarketing.co.uk

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10/10/2023 15:44

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NEW PRODUCTS

Pup & Kit inaugural range Pup & Kit, a visionary brand dedicated to providing pet owners with stylish and innovative pet products, has launched its inaugural collection. With a focus on comfort, functionality, and design, Pup & Kit aims to revolutionise the way pets experience their surroundings.

Meticulously crafted with a hidden waterproof membrane cleverly sandwiched between layers of luxurious cotton and soft fleece, the PetProtector Blanket offers unparalleled comfort and protection for both pets and their homes.

This versatile and hygienic blanket effortlessly transforms any space into a cosy sanctuary for pets, whether it’s their bed, furniture, car seats, or floors. The blanket is also conveniently machine washable and tumble dryer safe. Available in four sizes (S, M, L, XL). RRP: £24.95 — £44.95.

Key features: ● Features buttery soft Sherpa fleece. ● Waterproof. ● Versatile.

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The PetNest® collection represents an innovative approach to pet beds, combining sustainability, versatility, and aesthetic appeal. Handmade from recycled PET felt, these beds seamlessly blend into any home decor while providing a soft and resilient sleeping surface for pets. The lightweight yet sturdy design ensures ease of mobility, and the bed can be paired with a Bedside Stand for pets who love to sleep in their owner’s room, or a Raised Stand to provide extra elevation and insulation from cold and draughty floors.

Suitable for cats and small-medium sized dogs (up to 15kgs/33lbs) and available with either a natural or slate grey colour mattress. Customers can choose from a natural beech, white, or slate colour stand. RRP: £149 (PetNest Only) / £189 (PetNest & Raised Stand) / £239 (PetNest & Bedside Stand) Key features: ● Stylish design. ● Easy to move. ● Raised sleeping options.

Crafted from sumptuous fleece, the PupPillow® features a 360-degree headrest that cocoons dogs in a calming and secure embrace, allowing them to nestle in and unwind. The lightweight, non-slip design makes it great for the home or when on your travels. With a machine washable cover, it’s convenient and easy to keep clean. Available in two sizes, small and medium, and a natural or slate grey colour. RRP: £69 (Small: 55x65cm), £89 (Medium: 65x80cm).

Key features: ● Cosy, nest-like bed. ● Easy to clean.

To find out more, visit www.pupandkit.com or for trade enquiries, visit www.pupandkit.com/ pages/trade-enquiries

Superfoods Cranberry YAKERS Kennelpak brand YAKERS 100% natural dog chews and occupiers has unveiled its latest innovation in dog wellness: the Superfoods Cranberry YAKERS.

The Superfoods Cranberry YAKERS retains all the excellent benefits of the original YAKERS flavours, helping reduce plaque and tartar, packed full of protein and calcium and low in fat, plus the added cranberry helps bolster the immune system and promote urinary tract health.

The Superfoods Cranberry YAKERS also contains pomegranate, an incredible source of antioxidants, and pumpkin seeds for a fibre boost, aiding digestive wellness and offering essential omega-3 and omega-6 fatty acids. These elements are vital in maintaining a radiant skin and lustrous coat.

Understanding the occasional gastrointestinal challenges dogs face,

Superfoods Cranberry YAKERS has also incorporated activated charcoal into this blend. This natural ingredient can potentially soothe and alleviate symptoms of mild gastrointestinal upset when needed, making it a holistic health chew.

Key features: ● Boosts the immune system. ● Aids dental health.

For more information about YAKERS 100% natural dog chews and occupiers, visit Yakers.co.uk or for trade enquiries, visit yakers.co.uk/contact-us

www.petproductmarketing.co.uk

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10/10/2023 15:46

Great for Enrichment

No.1 Christmas Dog Toy

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l Health a t n e D e v o r p Im

FSDU Deals Available

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WWW.SU-BRIDGE.CO.UK South West Emma Frake 07747 031878

Su Bridge.indd 2

North West Cheryll Flanagan 07443 072244

North & Scotland Ian Pullman 07387 023977

TEL: 01953 882485 National Sales Manager Lynne Hopwood 07500 905739

East Anglia Liz Matthews 07827 963931

East Midlands Jacky Rees 07889 167348

London & South East Tracey Clark 07894 586648

10/10/2023 15:05

NEW PRODUCTS

Pawer Water hydration supplement Pawer Water aims to optimize overall wellbeing for our beloved four-legged friends by ensuring that dogs receive vital hydration. In other words, Pawer Water brings functional water to the pet sector!

Water plays a critical role in maintaining a dog’s health, but sometimes our furry companions don’t drink enough to stay properly hydrated. Dehydration can lead to a range of issues, including lethargy, decreased organ function, and other serious health complications.

Pawer Water’s formula is carefully crafted with a range of ingredients, specifically chosen to support canine hydration and wellness needs. This innovative blend includes electrolytes (potassium & sodium)

to replenish essential minerals lost during exercise or hot weather, collagen and hyaluronic acid to support bones, joints and skin, as well as vitamins C and E, and antioxidants (grapeseed extract) to support the immune system and promote overall vitality. Each ingredient is meticulously selected to ensure maximum efficacy and safety.

Pawer Water is easy to incorporate into a dog’s routine. Simply add the supplement to their regular drinking water. Its delicious natural chicken broth flavour is specially crafted to appeal to dogs’ palates, encouraging them to drink more water.

Key features: ● Replenishes electrolytes. ● Supports health of bones, skin, and the immune system. ● British made and recyclable packaging.

For more information about Pawer Water, visit pawerwater.com, or for trade enquiries, visit pawerwater.com/pages/wholesale-site or email Nathalie Ohana on hello@pawerwater.com

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Walker & Drake wet food Walker & Drake wet food is a complete nutrition food for adult dogs with a high 65% meat content. It is easily digestible, grain and gluten free, and great for fussy eaters. It is UK made and contains all natural ingredients. You can use it as a complete food or added to Walker & Drake’s Cold Pressed Food as a tasty topper.

The flavours are Chicken with Broccoli and Turkey with Duck and Carrot. It comes in 390g Tetra Pak cartons. Each flavour is packed in cases of 12 cartons, plus there is a mixed case as well which includes six of each flavour.

The Barnsley-based pet food company, which only began trading after the first lockdown in 2020, has seen such massive growth in sales of its cold pressed dog food and range of natural treats that in 2023, they opened a new £900,000 production facility in the town.

In a short space of time, it has received industry recognition too, being recognised in the PetQuip and Pet Industry Federation Awards.

Key features: ● Highly palatable to dogs. ● Bold packaging.

For more information, visit: www.walkeranddrake.com or for trade enquiries, visit https://www. walkeranddrake.com/pages/wsaccount-create

www.petproductmarketing.co.uk

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10/10/2023 15:47

Taking care of the Nation’s birds since 1880 We have been feeding and taking care of the nation’s birds since 1880. In that time, we have learned a lot about avian nutrition and wellbeing. And we put all that knowledge and passion into every one of our products. From various foods for wild and pet birds, to nest boxes, bird tables and wildlife homes.

See our full product range at www.johnstonandjeff.co.uk or call us on 01430 449444 for more information.

ALL OF OUR WOODEN PRODUCTS ARE DESIGNED AND MADE IN OUR OWN WOODSHOP IN YORKSHIRE, USING SUSTAINABLY SOURCED TIMBER.

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SPONSORED BY PATS

his month, we chat to Rachael Chinnock — one half of a husband and wife team who established their specialist pet shop around 18 months ago. They wanted to share the brilliant impact raw feeding had on their own pet and now stock an incredible range of raw dog food. Driven by a passion for pets, Rachael and her family have seen the business really grow and that is largely thanks to being much more than just a business that sells pet products.

Here, Rachael shares all about their journey…

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Tell us about your shop Rachael says: “Bristol Raw Dog is an independent raw dog food specialist located in North West Bristol. In the beginning, it was marketed to dog owners but now there is an increasing demand for cats, ferrets, and reptiles too.

“We are a relatively new, small family business — a husband and wife team with our daughter’s help outside of her university studies. Since opening our doors to the public on May 21, 2022, our business has been expanding rapidly. We stock seven different brands of raw, as well as a vast selection of natural dog treats, toys, supplements, and much, much more.”

What inspired you to become a pet shop owner?

Rachael says: “Being dog lovers and owning

On the shop f loor various ‘sensitive’ breeds over the years, we have always had a keen interest in canine nutrition and care. Our dogs have all benefitted from raw feeding for the past

seven years and we found that there was a huge gap in the market for quality brands of raw food in Bristol.

“Our family travelled weekly to South Wales for our own dog food so we decided to bring the brands that we love to the city, as surely, we could not be the only raw feeders struggling to get supplies.

None of us had previously worked in retail but after completing various courses and CPD training, we now hold a wealth of understanding and product knowledge.”

What makes you believe in raw food?

Rachael says: “We are huge advocates for raw feeding here at Bristol Raw Dog and this became a priority for us after encountering various allergy symptoms in one of our own dogs. With single proteins and no processed foods, the dog lives free of yeast and skin issues. The proof really is in the pudding!

“All our dogs now have healthy, shiny coats, clean teeth, and good firm poos.

Their health is great and we rarely need veterinary visits. Dogs are natural carnivores — raw is the best species appropriate diet. We have introduced many dogs to a raw diet in the short time that we have been open and it is safe to say that the customers all agree that their animals thrive on it.”

www.petproductmarketing.co.uk

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hub itself — a safe space where dog owners come to meet, chat, socialise, and get advice while buying great value products. We attract customers from outside of Bristol; from Devon, Gloucester, Chard, Newport, and Yeovil, among many others stretching further south, right up to the Midlands.

“Customers report that our service and knowledge is unmatched by other shops and the choice of quality goods is vast.

Therefore, we see a huge percentage of returning custom. Being a small business, we know families, pet names, and learn individual dietary requirements.”

What are your best-selling products?

Rachael says: “Our Raw Foods sell out weekly, especially our 80/10/10 box deals.

Stock levels in the freezers have already become a battle to the point that we can no longer advertise our business. I think it may be time for a bigger shop or a walk-in freezer!”

What work is involved in being a raw stockist?

Rachael says: “Being a raw stockist involves long hours, good product knowledge, and lots of reading. It involves a lot of hard manual labour — loading freezers and taking huge deliveries. We order from most manufacturers weekly so our freezers are filled by hand weekly. It’s backbreaking so you need to be fit and strong.

“Placing so many orders is time consuming and forward thinking is essential to ensure we can keep up with demand and order the correct quantities.

Knowing customer orders especially leads to high consumer satisfaction.

“It is crucial that you have a lot of knowledge about canine nutrition and have raw feeding experience. Customers rely on us to give accurate advice or pair products with specific issues.”

How would you describe your typical customer?

Rachael says: “We don’t have a typical customer; we see people from all walks of life. Here at Bristol Raw Dog, we welcome everyone. All dogs should have access to high quality food, so our products reflect diverse needs and budgets.

“Our shop not only serves the local community but has become a community

How do you source your stock?

Rachael says: “We obtain our stock from a huge range of suppliers. The majority comes directly from the manufacturers but where minimum orders cannot be met, we use wholesalers. We are lucky to have two huge wholesalers in Bristol, so it is very convenient to pick up supplies when necessary.”

How often do customers come to your shop for pet related advice?

Rachael says: “We support our customers

every day in store with advice tailored to meet individual needs. We often give advice via email, messages, and over the phone — this includes after closing time! Another part of our role includes signposting customers to other local services such as vets, groomers, dog walkers, trainers, or behaviourists.”

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What are the most successful ways you market the products you sell?

Rachael says: “Lots of our products are sold via recommendations from ourselves or other customers. Our customers often share successful products over our social media pages which encourages others to follow suit.

“We give out samples, especially when promoting new ranges. Customers enjoy the try before you buy approach.

“We keep up to date on viral online trends and source popular products as quickly as possible. We advertise products over our social media pages whether it be seasonally, new products, or recommended items.”

What would be your best piece of advice to other independent pet shop owners?

Rachael says: “Don’t be consumed with what other retailers are doing. All shops are different and it is always best to play to your strengths and find your niche. The pet market is very competitive and it is best to focus on your business — keep looking for the best products and get to know your custom base.”

● FREE entry & parking ● FREE show catalogue ● 100’s of new launches ● Thousands of products To register for FREE entry visit www.patshow.co.uk www.petproductmarketing.co.uk

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10/10/2023 15:24

MARKETING EXPERTISE

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“

SMEs account for 99.9% of the UK’s business population, with Micro businesses — those with 1-9 employees — accounting for the vast majority (95.5%).

”

N Nurture those natural m marketing skills Leading pet brand marketing agency Nobull show you how great marketing isn’t about spending the most money n the last issue, we asked the pet retailer community whether there were any marketing issues we could help you with. The recurring question we received — and something we’re often asked as an agency — is: how can you grow your brand if you can’t afford marketing?

As a marketing comms agency, working with pet brands big and small, we believe that marketing support should be accessible to everyone, whether you’re the industry leader or you’re only just starting out. And everyone should be doing it.

I

personal connections. So, are you getting to know whoever you can – your customers, your suppliers, other local businesspeople?

You never know who’s around the corner or what their story might be.

What’s your skill set really like?

Do you have a tonne of ideas but struggle with the know how to bring them to life?

Perhaps you’re confident on social media but shy away from blog writing? Once you’ve identified areas for improvement, look for online courses and free webinar tasters to help you and your team upskill, allowing you to form a cohesive and holistic marketing strategy.

Could you be more of a people person?

Do you show off enough?

Network marketing relies on creating

Your friendly, knowledgeable, personal

service is what keeps customers coming back time and again. So, never be shy about information sharing. What you might consider common sense information, could be a game-changer for your customers.

Share top tips in-person and on social media, write blogs or compile quick-read ‘listicles’ offering up useful stuff you’ve learned.

How good is your supplier relationship?

Maximising sales is the shared goal that you and your suppliers have in common, so it goes without saying that it’s in their best interest to help you facilitate that. Make sure you’re making optimum use of any tools they can offer, whether it’s additional POS to help you display stock in store, or signage

www.petproductmarketing.co.uk

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we’re only small. Truth is, many big retailers don’t always stock the niche lines that people really grow to love.”

when it comes to running a promotion. Do they offer samples that you could hand out to customers to boost their experience? If you don’t ask, you won’t know.

Are you organically active?

While social media ads are one of the most economic forms of advertising, organic social media can be just as powerful. While everyone dreams of an organic post going viral overnight, the reality is organic social content is more of a long-term strategy. Use it to build a foundation for your brand, to engage with your customers, and to really get to know them. Don’t be afraid to ask questions, run polls and ask for feedback.

While you might only get a few responses to start with, this will slowly build the more you stick at it.

How good is your customer service?

One of the key selling points for a small brand is friendly, personalised customer service, so make sure it’s something you’re known for. It’s where a lot of bigger retailers fall down. Reviews are a big draw, so if you haven’t already, make sure your Google business profile is up to date and ask your customers and suppliers if they’ll leave you a glowing review. Don’t forget to add testimonials to your website too — it’s often the first thing that prospective customers will look for.

Case study Jules Brown and Richard Page run Grumpy’s, the only remaining independent pet shop left in Cambridge, promoting natural, healthy food as well as a carefully curated range of animal essentials.

Q Why do you think people come back time and time again to shop with you?

“We’ve been in the pet business for 40 years and the most important thing to us has always been level of service. We also have a really good variety of stock. We research carefully, often testing products on our own animals, and we move stock around to keep it fresh.”

If you realise the commercial value of marketing but you’re unsure where to start, don’t be afraid to seek help. At Nobull, we’re dispelling the myth that agencies are only for the ‘big’ brands. Like us, many marketing agencies cater specifically to small businesses on a budget, removing the stress factor when taking your comms to the next level.

Q What do you think you offer your customers that a chain pet retailer might not?

“We build a rapport with customers, we guide and we educate. For example, by encouraging them to read food labels so they know exactly what’s going into their pet’s bowl.

Even if we don’t stock something, we’ll make sure we know about it.

We also stock an extensive range, which may sound surprising since

We believe that marketing support should be accessible to everyone, which is why we’ve created Nobull Access — purpose-built marketing packages specifically for boutique brands, start-ups, and SMEs. Whether you’re a solo trader or

part of a small team, Nobull Access offers the knowledge and expertise of an agency within a budget that works for you. Plus, our tailored packages are designed to target areas of marketing that are specific to your business needs.

Ask for help!

Q How do you engage with the local community?

“We always support local school raffles and charities, and we deliver free to our older or less mobile customers. Above all, we take a genuine interest in people and listen to what they have to say, even if it isn’t always pet-related.”

Q Do you have any tips for other smaller retailers for building engagement and customer loyalty?

“Our loyalty scheme does really well.

We’d also recommend looking out for new and interesting products.

Finding suppliers that support smaller retailers has benefitted us. There are some good ones out there that stop their products being heavily discounted in places like Amazon and directly recommend us.”

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Grumpy’s, 150A Scotland Road, Cambridge, CB4 1QQ.

If you’re a dynamic pet brand looking for marketing support, whatever your size, we’d love to hear from you.

Get in touch at hello@nobullagency.co.uk or contact us on 01628 526208

www.petproductmarketing.co.uk

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10/10/2023 15:27

PATS AWARDS WINNERS

The PATS New Product Awards winners We discover the products that won honours at the recent PATS Telford trade show.

Cat Food and Products

Dog Food Products

BAM! Catnip Display Stand from James & Steel

Naturaw Forage: Free Range Pork (lower carbon) from Naturaw

Judges said: “This display stand showcases brilliant toys for cats at a good price. It is packed full of catnip products and is an all-in-one stand that’s easy to display.”

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Judges said: “This product has lovely packaging, which draws the eye, and ingredients that don’t disappoint.”

T find d out more, visit i i www.jamesandsteel.

To com/bam or contact sales@jamesandsteel.com

To find out more, visit www.naturaw.co.uk or for trade enquiries, visit www.naturaw. co.uk/become-a-stockist/

www.petproductmarketing.co.uk

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11/10/2023 10:56

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PATS AWARDS WINNERS

Dog Treat Products

Harnesses, Leads and Dog Wear

Gourmet Advent Calendar from Pet Treats Wholesale

Amphibian Classic Collar from Rogz

Judges said: “This is an innovative product full of festive fun that is also good value for money.”

Judges said: “Featuring lovely colours and a soft touch, this is a great value-for-money, practical and waterproof product.”

To find out more, visit www.naturaltreats.co.uk or for trade enquiries, visit https://ptwtrade.com

For trade enquiries, email info@rogz.com

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Dog Accessories and Toys Fill or Freeze Tray from KONG Judges said: “This product is easy to use at a good od price, and is a great treat occupier for dogs.”

To find find out o more, more visit viisit www.kongcompany.com w uiri or for trade enquiries, contact your wholesaler. www.petproductmarketing.co.uk

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NeW

Natural treats for happy dogs At Natures Deli, our dogs are an important and beloved member of our family. That’s why our carefully crafted, nutritious food and treats contain no added artificial colours or flavours.

New Tasty Pastes Discover Natures Deli natural treat pastes which are available in four tasty flavours. All recipes are hypoallergenic, grain free and gluten free, and have added vitamins and minerals to help support dog health.

Each recipe is multi-use: squeeze into toys to encourage playtime, onto dry g kibble as a topper, spread onto feeding mats, or simply use on its own to train and reward!

The range is exclusive to Pedigree Wholesale and is part of the awarded Natures Deli brand which offers natural food and treats at category-leading margins, and boasts affordable price-points for the customer.

U SE

AS A TOPPER

RRP: £3.49 per pouch.

Available in display cases of 10 pouches.

TR A

IN AND REWARD

SQ

U EEZ

E INSIDE TO YS

Ready to Order?

Existing retailers can order through petproducts.co.uk and customer services.

New to PedJgree Wholesale?

Reach out to Nel Plunkett, New Account Manager, at nel.plunkett@petproducts.co.uk to open an account and place your first order with Pedigree Wholesale.

0115 982 3900

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sales@petproducts.co.uk

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PATS AWARDS WINNERS

Small Animal and Bird Products

Pet Care Products

Little One Christmas Tree from Mealberry

Aloe Vera Gel from Bugalugs

Judges said: “This is a great Christmas gift with appealing packaging, ingredients and design. It’s nice to see small pets included in the festive season.”

Judges said: “Designed to soothe, nourish and moisturise irritated skin, this product comes at a good price, smells nice and has eye-catching packaging.”

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For trade enquiries, Pedigree Wholesale are the exclusive distributor for the Little One brand, visit www.petproducts.co.uk

To find out more, visit bugalugspetcare.com or for trade enquiries, visit bugalugspetcare. com/contact-us/ trade-enquiries

Grooming Products Silicone Massage Brush from Fetched Ltd Judges said: “This soft, hygienic and multi-use massage brush is a very simple, useful, and affordable product.”

To find out more, visit fetched.uk or for trade enquiries, email hello@ fetched.co.uk or call 0800 772 39 26. www.petproductmarketing.co.uk

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11/10/2023 11:13

MADE BY NATURE PURE AND DURABLE, ANCO ANTLERS ARE TOUGH AND LONG LASTING, GIVING DOGS HOURS OF CHEWING PLEASURE. NATURALLY SHED, OUR GRADE A ANTLERS ARE ETHICALLY AND SUSTAINABLY SOURCED. A TRUE PRODUCT OF NATURE, THEY ARE FAT FREE, MINERAL RICH AND NUTRITIOUS. EASY ANTLERS ARE HALVED LENGTH WISE GIVING EASY ACCESS TO THE CALCIUM RICH MARROW.

The UK’s la largest range of natural dog treats. #ANCODOGTREATS INFO@ANCO.PET WWW.ANCO.PET

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PET TREATS

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Pet treats special! www.petproductmarketing.co.uk

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PET TREATS

T

he definition of the word treat is: “an event or item out of the ordinary that gives great pleasure.”

Well, when it comes to feeding our pets that definition doesn’t really seem to cover it anymore. Pet treats have undergone a revolution that has seen them become a key part of what we provide for our much-loved companions.

For a start, treats are no longer “out of the ordinary” — they are a staple part of our pets’ diets. How many owners do you know who do not give their pet treats?

They are no longer just an item that gives pleasure, either.

The trend of pet humanisation has seen conscientious owners want to provide the best they can for their pets. There is a greater emphasis on natural, healthy, and sustainable brands. Consumers want to know more about what is in the treat and

there is often more of a purpose behind how owners use the treats too. We’ve come a long way from giving pets scraps of our dinner (although that undoubtedly still happens!) or giving human food that is full of sugar and fat.

Here, we consider the rationale behind why people buy treats and how what the treats are made of can make them fit for purpose — vital considerations when choosing what treats to stock or how to promote your key lines.

The function of treats Over the years, treats have evolved into a key purchase for pet owners.

34 The function of a treat In a bygone era, a treat was anything delicious that made us feel good as owners because it would get a positive reaction from our pets. Now, owners look to use treats in a more purposeful way: Dental health — one of the longestestablished and obvious ways owners use treats to benefit their pet is the dental treat.

These treats are designed to help clean the teeth and leave our pets with fresher breath.

Often chews, the texture of dental treats is key. They will usually be abrasive to act llike a brush on the teeth and gums, as well as promoting saliva which w will w work with the active ingredients to help remove i a build-up off plaque and tartar.

Owners are aware of protecting their pets’ teeth and many brands recommend using a dental treat daily, much like humans clean their teeth every day. When it comes to deciding what dental treats to stock, consider the texture, how the ingredients help to clean teeth, and how often consumers should be giving them to their pet. Protecting teeth is a marketing message humans are used to and can clearly resonate with, so know the value of the dental treats you stock.

Health benefits — the ingredients in treats are designed to be much more beneficial to pets now. Most treat brands will shout about their natural ingredients, how they have been made to retain nutritional value (think air dried or cold pressed), and how the ingredients and added minerals and vitamins can have specific impacts on pets’ vitam health such as improving itchy heal skin and coats, aiding

joint care, improving energy levels, calming benefits, fresh breath and so on.

Training — one of the most common but varying ways owners use treats is to train their pet. When it comes to dogs for example, treats will often be the reward that provides the motivation for a dog to carry out a certain behaviour — known as positive reinforcement. However, the variety of different situations a dog needs to be trained for and the different personalities of each pet means different types of treats can be used or preferred for training.

For example, when out on a walk, owners may want treats that are a handy size to store in their pocket or something that is low in calories so they can repeat the training lots of times without worrying about any extra weight gain. Compare this to when training something where the dog will need a bigger reward to resist distractions, such as a recall. Owners may decide that they need a treat that is really tasty, smelly, and their dog will find irresistible.

When stocking treats, it is worth considering what types of treats will be ideal for training and marketing these to your customers. Often, the brands will already do this for you so you can tap into their branding! th

www.petproductmarketing.co.uk

p34/36/38/40_PPM_Nov.indd 34

10/10/2023 11:07

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PET TREATS

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Bonding — there is no doubt that treats give us, as owners, a buzz. We love the excitement our pets will give us and the joy they take from us giving them a treat. While pets won’t appreciate some of the good things you do for them, such as take them to the vet’s, providing treats will help create a stronger bond.

This can be particularly important

for small companions, such as rabbits, hamsters, and gerbils, where we want them to associate our hands as positive things.

Treats can help really build a bond with us as their owners.

Enrichment — treats can be a great way to give pets exercise — mental and physical.

Hiding treats for dogs and cats, to rabbits

and hamsters can give them enormous enjoyment as their use their natural instincts to hunt out the treat.

Sharing inspiration for how to use treats to drive enrichment in your shop could help you upsell treats and benefit pets.

From using manufactured puzzle feeders to homemade ideas, such as hiding treats in a folded-up toilet roll tube, treats can help provide vital enrichment.

Again, there are different types of enrichment too. If you’re leaving your dog for a few hours, providing a long-lasting chew or puzzle toy will give plenty of entertainment while you’re gone. Or treats could be part of a game you play together with your pet.

Marketing treats As we’ve seen, the modern-day consumer will use treats for a wide variety of functions that depends on the species of animal they own, the situation they are using it, and what they value in a product.

This brings about opportunities for retailers as there are more ways to market treats.

Highlighting the benefits of different types of treats or the ways in which they could use them could really connect with shoppers. Rather than just promoting treats, you can market potential results such as cleaner teeth, health benefits, training results, and mental well-being of pets. Here are a few creative ways to market treats: www.petproductmarketing.co.uk

p34/36/38/40_PPM_Nov.indd 36

10/10/2023 11:30

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10/10/2023 15:13

PET TREATS

range on social media and the benefits of them can be powerful. The brands you stock may offer digital assets that you can use on your channels. ● Newsletter — if you have an e-newsletter, why not make treats one of the themes? You could ask what motivates your customers when it comes to treats and again show how you stock a variety of treats to match the function owners want from their purchase. ● Talk to customers — conversations in store are one of the compelling ways to educate and sell to customers. Why not get staff to ask everyone who comes in what type of treats they feed their pets? This is incredibly valuable market research, as you will find out what your customers value and you open up discussions about the treats you stock. ● Point of sale signs — even just adding small signs saying ‘ideal for training’ or ‘helps to build a better bond with your rabbit’ will disrupt shopper journeys and tap into their thoughts about how treats can be used to improve pets’ lives.

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● Display — you could create a display explaining the different types of treats you offer and how to use them. As well as helping customers, this demonstrates you care about what you stock and have put thought into how treats can help pets —

which is brilliant for creating brand values of being knowledgeable and caring. ● Pick ‘N’ Mix — tapping into the humanisation trend, a few independent pet shops have found creating an old-fashioned pick ‘n’ mix style stand of dog treats has proved a hit with shoppers. It’s good fun and can allow shoppers to try different types of treats with their dog to see which they like the best. ● Social media — highlighting your treat

Products that complement treats

● Shop placement — think carefully about where you place your treats. Would they work best near the till as an impulse buy or perhaps they need more shelf space? Is putting them next to pet food actually a good idea? As the mentality of shopping food is often a routine purchase that may be done on habit, rather than taking in the treats offering. ● Samples — many brands want to help you sell their products! As well as offering product training and marketing assets, some brands will provide free samples. This gives customers an ideal opportunity to try before they buy and perhaps try something different.

Here are some products that you could sell alongside treats to drive extra revenue.

Puzzle feeders Hiding treats in a puzzle feeder turns food into a fun game for your pet.

Treat pouches Ideal for when training dogs, these pouches house treats and often clip to belts.

Kong toy These hugely popular toys can be even more enjoyable for pets when stuffed with treats.

Dog or cat toothbrush and toothpaste Those buying dental treats may be interested in actually brushing their pets’ teeth too. www.petproductmarketing.co.uk

p34/36/38/40_PPM_Nov.indd 38

10/10/2023 11:32

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10/10/2023 15:15

PET TREATS

Pet treats top tips

Ask customers to tag you on social media

Selling treats can help you build loyalty, trust, and revenue! t will be no surprise to hear that the pet treat market is big business.

To put some stats to it, Euromonitor International reported that dog treats were one of the best performing categories in 2022 with a total sales value of £693m in the UK. The dog treats market has risen dramatically, at under £200m in 2017 and over a decade later it is forecast to reach over £800m by 2027. And that is just dog treats. Owners of other species will enjoy giving their pet treats just as much and it can be a vitally important source of revenue.

Here are some top tips about maximising the potential of the treats you stock…

I

Offer sampling opportunities Many brands will offer to send samples for you to share with customers.

Buyers often like to try before they buy and you can be sure if something is a hit with their pet, they’re likely to purchase it. You could also roll this out to offering dog treats for pets who come into store. This has a double positive impact — it will make dog owners enjoy even more coming into your shop, building loyalty. While it will also give the opportunity to discuss treats!

If you follow any fellow independent pet shops on Instagram, you will see many share customers’ posts of their pets enjoying the treats they have bought in store. It is a great way of creating authentic social media content and promoting the treats you stock — a win-win!

Share quality advice

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Sharing expert advice is a key part of the offering of independent pet shops. You can help educate people about different types of treats by doing your homework on what they contain and how they are produced. It is also worth reminding owners that treats should be part of a balanced diet and to take the calories consumed from treats from a pet’s daily ration. Doing this will really help develop consumer trust which in the long-term is at the heart of attracting shoppers.

Don’t forget small companions While the dog market may be the biggest, treats for small companions are not to be missed! Treats for small furries can provide many different functions (health benefits, enrichment, and a way to bond) and can form part of owners’ regular purchases. Consumers will need food, hay, and bedding on a regular basis — there is no reason you can’t make treats part of their repeat purchases.

Use the opportunity to upsell For your customers who come into store to buy pet food, why not ask them if they are interested in your range of pet treats? It doesn’t even have to be a hard sell tactic. It could be in the form of ‘have you ever considered our range of treats? We like to ensure we’re stocking what our customers want.’ Opening up positive conversations about treats will lead to more sales.

Why not ask your customers to post content on their social media and tag you in it so you can share? www.petproductmarketing.co.uk

p34/36/38/40_PPM_Nov.indd 40

10/10/2023 11:05

Don’t forget Raw

Build a brilliant display

Raw pet food is on the rise, with many owners reporting the health benefits a raw diet has brought to their dog. If you are a raw food specialist, remember that many manufacturers deliver high quality treats, in addition to their food range. Many owners who feed a raw diet will want to do this exclusively, so if you’re not stocking raw treats, you’re likely missing out on many extra sales!

Tap in to seasonal promotions

Whether it is Christmas, pet birthdays, or ‘gotcha days,’ these celebrations give owners the perfect excuse for pet owners to give their companions an extra special treat. Stock Christmas themed treats during the festive season or why not offer a birthday package to owners so they can celebrate their pet’s big day?

How you showcase your treats will make a huge difference to pet treat sales — they are a fun purchase so make your display inviting! Why not try a pick ‘n’ mix style display or if treats come in packets, open some up so shoppers can see them up close. Make a display something shoppers can interact with and you’re bound to sell more treats.

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11/10/2023 15:04

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10/10/2023 10:58

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p43_PPM_Sep.indd 1

15/08/2023 09:00

BUSINESS ADVICE

nline marketing may be seen to dominate the marketing landscape in today’s digital age; however, this is not the case.

Print marketing continues to play an important role as part of an effective blended marketing strategy, is among the most trusted marketing channels with higher brand recall, and is an effective medium for driving sales.

When it comes to things you may not know regarding print marketing,

O

David Beasley, Director from industry experts Washington Direct Mail, said: “Print marketing is an integral part of a business’s marketing strategy, either as standalone campaigns or as part of a marketing mix involving digital aspects.

“There are many benefits to using printed materials that you may not have even considered, including the tangibility, the flexibility with digital printing, and the credibility it can bring to the brand.”

Five Reasons Why Print Marketing Remains a Potent Tool for Businesses 1. Tangibility and Credibility

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A significant advantage that print marketing has over other marketing activity is that of tangibility. Digital marketing methods can often be overlooked or easily forgotten, whereas printed materials, such as flyers and direct mail drops, have a physical presence that it is harder to dismiss.

People can touch, hold, and even keep them for future reference with items such as menus and brochures. This tactile experience creates a lasting impression and enhances credibility, with more than half of people saying they view printed marketing as the most trustworthy marketing type.

In an age of online scams and elements of questionable news, the printed medium creates a physical piece of work that businesses can use to strengthen their brand image and establish long-lasting relationships with their target audience.

2. Enhanced Brand Recall Print marketing has been proven to improve brand recall. Studies have shown that individuals who interact with print materials have a higher level of engagement and information retention compared to digital counterparts.

Whether it’s a well-designed business card or a striking billboard, print ads make a lasting impact on the minds of consumers.

This increased recall can lead to better brand recognition and customer loyalty over time.

cater to your target audience. This approach ensures that your message reaches the right people.

For instance, if you have a luxury travel agency, advertising in a high-end lifestyle magazine will help you reach affluent individuals interested in travel, increasing the likelihood of conversions.

The personalisation of printed materials can play a key role here, enabling unique materials to be rolled out.

Brands are able to dissect marketing contact lists to tweak offers on the printed materials to suit new, existing, or lapsed customers — just as they can with a digital message.

4. Less Clutter Digital platforms are filled with advertisements, banners, pop-ups, and sponsored content, leading to banner blindness among internet users. In contrast, print marketing provides a breath of fresh air by offering less cluttered environments.

With less competition for attention in print media, it means that your message is more likely to receive undivided attention from the reader, and by cleverly positioning your printed strategy, you can captivate readers and create a lasting impact.

5. Increased Engagement Print marketing has the power to captivate audiences and drive engagement. Online ads can be skipped or ignored with a click,

3. Targeted Reach Printed marketing offers effective targeting options.

With print media, you can select specific publications or niche magazines that

and over 40% of people actually have some kind of ad blocker installed.

On the other hand, print materials demand a reader’s attention; print media allows for creative design elements, vivid imagery, and tactile experiences that can’t be replicated in the digital realm.

Incorporating interactive elements, such as QR codes or augmented reality, can further enhance engagement, enabling consumers to bridge the gap between print and digital worlds.

After somewhat of a resurgence in recent years, 36.4% of smartphone users scan at least one QR code per week, showing their relevance and effectiveness within the marketing world. This also shows the ability of print marketing to blend and combine with digital marketing tactics.

Overall Print marketing might not be the new kid on the block, but it certainly has not lost its charm or effectiveness. With its tangibility, credibility, targeted reach, and ability to captivate and engage audiences, print marketing remains a potent tool for marketeers.

What’s more, digital printing allows businesses to produce marketing materials at scale, quickly, and at a competitive price without compromising on quality.

By integrating print strategies into their overall marketing campaigns, businesses can tap into the unique benefits of print and enhance their brand presence in a digital-dominated world.

So, the next time you plan your marketing efforts, consider the power of print and the untapped potential it holds.

www.petproductmarketing.co.uk

p44_PPM_Nov.indd 44

10/10/2023 11:00

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10/10/2023 15:17

BUSINESS ADVICE

in 4 people are now struggling with a mental health disorder, placing a considerable strain on the nation’s workforce.

According to the latest statistics, The UK reportedly loses 17 million working days per year to stress and anxiety, meaning offering appropriate mental health support to employees is paramount.

New technologies can help facilitate this, improving communication between organisation and employee and empowering employees to voice their concerns and seek assistance.

Caroline Gleeson, CEO at Occupop, experts in recruitment software, explains how developed HR systems are helping mental health flourish in the workplace.

1

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How Developed HR Systems are Helping Mental Health Flourish in the Workplace Lead the conversation The first thing a company can do to gauge employee mental health is to run an online wellness survey that can be distributed via email. This can help you to collect valuable insights and take the pulse of employee wellbeing in a non-invasive way.

This creates an environment where individuals feel more comfortable discussing their emotions and how they may be affected during day-to-day working life.

The results can then inform an effective wellbeing programme — should you choose to employ one — which can create a culture that promotes a healthy work-life balance.

Can tweaks to flexible schedules or the option to buy more annual leave engender a better, more productive mindset?

Improved communication and collaboration Using digital tools can help employees feel more integrated with their company and makes organising their workloads easier.

Video conferencing tools such as Zoom or Microsoft Teams, for instance, allow employees to connect from remote locations, which can help reduce feelings of isolation and loneliness.

This can be complemented by instant messaging apps like Slack and Discord, allowing employees to communicate easily and effectively, meaning any sticking points can be resolved quickly.

Also, consider using project management tools such as Asana and Trello, which can help employees better manage their workload and understand what stage a task is at.

Digital Mental Health Resources When employees aren’t engaging in meaningful conversations, technology can provide access to mental health resources — making them readily available around the clock.

This can include mobile apps, online learning portals, self-care advice, and virtual therapy sessions, which can act as a stopgap while waiting on professional counselling.

These resources may include a range of services like self-help tools, guided meditations, diet and exercise programmes, and stress management techniques which enable employees to prioritise mental health.

By leveraging these new technologies, companies can actively foster a culture of empathy, understanding, and proactive wellbeing.

Consider virtual events Further encourage open dialogue by hosting virtual events such as webinars on stress management, work-life balance, mindfulness, sleep, and self-care.

Build these around landmark days in the working calendar — think world mental health weeks and kindness awareness days — and invite experts like psychologists or HR professionals to speak to your team about the importance of looking after one’s mental health. www.petproductmarketing.co.uk

p46_PPM_Nov.indd 46

10/10/2023 11:01

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10/10/2023 14:54

REPTILE CARE

48

Embracing change to grow While trends come and go, evolution is a positive move for the reptile keeping hobby says John.

T

he reptile keeping hobby is vibrant, plentiful, and actually pretty well respected in the UK now. Gone are the days of reptiles only appealing to the ‘fringe’ communities as we have been able to open the keeping and propagation of this incredible group of animals to almost everyone.

Looking back over my own involvement in the hobby and trade, which started in the early 80s, it is clear that there has been a great deal of change and in almost every way, this change is for the better. I certainly do not look back at the ‘good old days’, exciting as they may have been at the time, with any sort of fond feeling. I do remember this journey of discovery and having access to species that may not have been imported before was thrilling, but I also remember how hard it was to keep them fit, well,

and alive. We have seen so much positive change over the last 20 years. Species that were almost impossible to maintain are now commonly captive produced in the home and overall, keepers have access to the skills and products that can cause a single pet or collection to truly thrive.

“

There will always be, indeed The there m must always be, a level of evolut y evolution in our hobby

Evolution

”

There will always be, indeed there must always be, a level of evolution in our hobby as we learn more and have access to ever more helpful technical product. It is in this way that we constantly further the hobby, increase our abilities, and open up the natural world to more and more people.

We can do this, at the position of learning that we have now, while always increasing animal and keeper welfare. We can also have a direct impact upon the hobby and the pertinence of the trade through wise choice making.

A trade that is well self-regulated and trusted to help keepers make sensible keeping choices is a far healthier trade than one that has to have enforced regulation and even worse, prohibition foisted upon it.

We have proven to be wise over the years; the mass move away from stores selling the Green Iguana to anyone that wanted one was the right thing to do, as is the more recent and fairly vocal en-masse move away from stocking giant species of snake and only selling these species to keepers that have proven over time to have the space, money, skills, and dedication to keep them correctly. This is a positive move but I do

www.petproductmarketing.co.uk

p48_49_PPM_Nov.indd 48

10/10/2023 09:46

have a feeling that some regulation will end up being put in place to cover the largest species.

New trends We will, of course, see trends emerge and contract over time in the hobby. I suggested quite recently that the interest in the myriad species of Anolis lizard was blooming and this does not seem to have reached the apex of interest yet. They really are a wonderful group of engaging and exciting small lizards.

I think that we will also start to see more and more interest in the smaller north African Agamids, dwarf geckos, and dwarf monitors.

Snake keeping represents the biggest sector of the hobby and this has been overtaken with a single species for the last near 20 years — this is the Royal Python.

A fantastic small species of python that is naturally well coloured and quite placid.

Affordable captive farming in the home ranges lowered the prices and increased the quality which greatly increased interest, as did the emergence of colour mutations, some of which have commanded a very high price. For me, as a keeper and a professional, there are not many snake species that can compare with the wild forms of the Royal Python, everything about them to me is perfect. A true example of the adaptability

and development of an incredible species.

For others, the ability to breed ever more interesting colour forms and dare I say, the money that these can bring is the attraction.

There are however, two pathways of change that I can see starting to develop in the hobby for this species. The first is with keepers seeking to design and provide very naturalistic, large caging for this species and enjoying them as a pet, and also, a moderated but increasing move away from the almost industrial production of the species and back out with other species.

This is quite normal of course, our hobby is not alone in having its fashions and fads and certainly, they do come and go. What is interesting here however is the sheer number of keepers that were keeping large numbers of breeding Royals now scaling back and moving back to Colubrids.

‘Hooray!’ I hear you cry. Yes, I kind of agree — for far too long the old staple pet and study species of Corn, Rat, King, Milk, and all other kinds of non-constricting snakes have been in decline, so seeing a larger scale of interest here again is pleasing. I cannot see the Royal falling totally out of fashion as they are such intriguing animals, but I do now feel assured that there is an almost wholesale move back to the many colubrid snakes and that as a trade, we will have to make sure that this move is catered for and

that we have all of the skills and products at hand that are required to assist our customers in their own keeping journey.

I do not think that we will ever see the older days of amazingly cheap Rat Snake importation, nor can I see the prices of Indigo Snakes or King Rats falling much, nor do I feel that they make ‘good pets’, but, there is a wealth of species that can become both fairly good pets and enthralling study animals for keepers of all ages. My top tip for the next season is to watch out for a move towards this group and also back towards Garter snakes and other smaller species. If we, as traders and keepers, can keep the fires of interest burning for Royals but also show a welcome move to the species of interest now, being captive bred and being more able to cater for their needs, we will grow our hobby and our businesses.

John Courteney-Smith MRSB FLS Arcadia Reptile; Head of Science and Innovation/Author/Herpetologist

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www.petproductmarketing.co.uk

p48_49_PPM_Nov.indd 49

10/10/2023 10:57

DOG ADVICE BEHAVIOUR

NO INTEREST IN TOYS

Q

Do I need to teach my dog to play and how important is it for him? My three-month-old Shih Tzu doesn’t seem to have any interest in toys. He won’t chase a ball or interact at all, although he does like to sleep with a soft teddy bear. Does this matter and, if so, how can I encourage him to play?

Florence Little, Cornwall.

TAMSIN SAYS: Play is beneficial as it teaches safe interactions with others, including sharing and your dog learning to use his mouth safely when manipulating toys in your hands. It also helps develop balance and coordination.

Dogs are lifelong players so although some owners experience a lack of interest in play it’s unusual, especially for young pups.

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Firstly, a vet check will rule out any medical/painful reason for reluctance, such as growing pains.

Your pup is still young and settling in, so playfulness should develop as his confidence grows. Be careful not to overwhelm him with over-encouragement. Let him watch you quietly playing with his toys yourself; intrigued, he might approach, wanting to join in.

You can also reward behaviour you like with games, for example playing when he has come when called. Fun, physical activity together strengthens relationships! But just as some people love active sports while others prefer board games, finding the ‘right’ game is key! Invest in puppy classes from Dogs Trust Dog School or the Association of Pet Dog Trainers. Accredited instructors will have a compendium of games to entice your pup into playing with you, as well as a variety of toys you might not have thought of, such as those that release food, have

Dog Answers Tips and advice from some of the top names in the dog world.

HEALTH

different textures, can be moved creatively, and make different noises — a whole sensory experience.

How you play might also encourage your pup; for example, he might enjoy hide-andseek, sniffing out his favourite soft toy from a hiding place, and experiencing the exciting anticipation of finding it.

GROOMING

CAVAPOO COAT CARE

Q

How often should you groom a Cavapoo and what type of grooming brushes should you use?

Leah Rossiter, Cheshire.

ANXIOUS ABOUT VET VISITS

Q

What do you recommend to try to reduce anxiety during vet visits? My rescue Staffie gets stressed as soon as she steps out of the car. She tries to hide under the chairs in the waiting room or make a dash for the door! Any tips?

Zoe Smart, County Durham.

VICKY SAYS: This is a great question and a common problem, after all most dogs only go to the vet for unpleasant things like injections or when they feel unwell!

JOANNE SAYS: The Cavapoo has a

I feel very lucky that my practice is in a pet shop so dogs mostly come into the building for treats, and less often for the vet’s.

If your vet is willing, ask if you can do some visits at quiet times where you just sit in the waiting room and play with your dog or feed her and then go home. They may even let you bring her into a consulting room just to get a stroke and some treats (but please be mindful that practices are very busy and that some may make a small charge for their time).

You should ask your vet about calming supplements and pheromones, which may relax your dog before routine appointments.

At home work on body handling and cooperative care for things the vet might do like checking the paws, giving an injection, or taking the temperature. If your dog is very stressed, there are medications that can be given before an appointment as long as they won’t interfere with the treatment.

Vets love a client who wants to make things better for their dog, so do ask what your practice can do to help.

combination of a silk and a wool coat, which is a high maintenance coat to look after. It lends itself to knots, tangles, and matting if not brushed regularly. I would recommend brushing your dog at home at least twice a week, concentrating on legs, ears, and facial hair. The best brush for this is a slicker brush, which has bent metal pins that separate the hair as they go through the coat.

Work in small sections at a time to ensure you are brushing to the skin and not just over the top. A Cavapoo requires professional grooming/ trimming every four to six weeks.

www.petproductmarketing.co.uk

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TRAINING

IN LOVE WITH THE WORLD

Q

How can I stop my dog — a twoyear-old chocolate Labrador — from lunging at people and/ or dogs when out walking on a lead?

She is not nasty or aggressive, everyone loves her, and she behaves angelically at home, but when she is out, she simply loves the whole world and wants to meet everyone and every dog up close and personal.

I am just over 5 feet tall and 7 stone, so no match for her strength, and the worrying thing is that she has pulled me over more than once, causing injury as I have fallen on hard surfaces.

Walking her is no longer a pleasure for me and I now feel that I cannot walk her on my own.

I have engaged an excellent dog walker who walks her with two or three other dogs a couple of days a week, so I am hoping this will make a difference to her energy and excitability when out. Also, she is growing older, so things might change for the better.

My husband and I have had dog trainers for her when she was younger, but despite our efforts to follow their suggestions, the behaviour has always persisted. I feel a growing concern that we need to get on top of this as soon as possible, before it becomes rooted in her character and personality. Is there anything else you can recommend?

TONY SAYS: This issue often arises because puppies are excessively socialised, meeting every dog during walks, which leads the adult dog to expect this as the norm. To prevent this behaviour, I recommend a more controlled approach, introducing puppies to only three out of five dogs during walks.

To address the issue, you need to shift the association from: “I see people and dogs; I go and meet them” to “I see people and dogs; I look at my owner and get a treat.”

People and dogs are the triggers, so your dog should see them first and then receive an immediate, tempting treat. Initially, you may need to show the treat and toss it away from the distraction for your dog to find and eat; a high-value treat like liver cake or chicken works best.

Over time, your dog should associate the

triggers with the anticipation of receiving treats from you. Delay the treat until your dog looks at you expectantly, then reward her. This trains your dog to focus on you instead of pulling towards people and dogs. If you extend the delay, you can even take a few steps in the opposite direction, encouraging movement away from the distraction.

While this process may take time, eventually your dog should connect the presence of people or dogs with looking at you for a tasty snack. In the early stages, maintain some distance. A helpful tip is to sit on a park bench with your dog and feed her a treat every time a trigger passes by. When the triggers are out of sight, stop the treats, making you more interesting and rewarding when people and dogs are in view.

51 BEHAVIOUR

WARY AROUND YOUNGER DOGS

Q

My elderly cross-breed is 13 years old. Despite his arthritis and other health issues, he still enjoys short walks every day where he can potter about. However, he does have a problem when we meet a group of lively, young dogs who run around a lot, and he will start to bark and growl at them almost as if he is trying to stop their play.

I now always keep him on a lead when we come across a group of dogs so I have more control. Is there anything else I can do?

Margaret Shaw, Essex.

TAMSIN SAYS: I’m glad your lad is able to enjoy himself despite his arthritis (check out caninearthritis.co.uk for its excellent resources if you haven’t come across it yet). I would suggest having your dog vet checked to make sure he is on the correct amount/type of pain relief, as needs can change. Pain can impact behaviour, and older dogs who are physically not as agile, balanced, or able to jump about as much as they once did might feel wary around other playful dogs, even though their playful attempts are intended to be enjoyable and

positive experiences.

For this reason, feeling a bit out of control and no longer as quick to react, many older dogs feel vulnerable around younger, more active dogs, especially those whose behaviour they find harder to predict.

Calmly, gently leading him away from dogs behaving in a lively way, if possible when they appear in the distance and before he starts to growl, will help him feel safer and more confident. Giving him a little treat as you turn away will help distract him too.

Keep an eye on any signs he gives that suggest he’s getting worried, such as becoming tense in his body, hackles rising, ears being held backwards, and tucking his tail in tighter, which will help you to lead him away sooner, and hopefully he’ll remain relaxed when out enjoying himself.

Joanne AnguS LCGI is a founder member of the Guild of Master Groomers.

Tony Cruse is a member of the Association of Pet Dog

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

Vicky Payne BVetMed, MRCVS is a holistic vet based in East Sussex.

Trainers and the Institute of Modern Dog Trainers.

www.petproductmarketing.co.uk

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10/10/2023 09:45

SMALL COMPANIONS

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ccording to Guinness World Records, the oldest guinea pig on record was a pet called Snowball, who died at the grand age of 14 years and 10 months.

Longevity to this degree may not be the norm for small pets, but thanks to improvements in nutrition and husbandry, as well as veterinary care and knowledge, small pets are living longer, happier lives.

In fact, pet parents can now look forward to as many as 10 to 14 years with their pet rabbit, and five to seven years with their guinea pig, sometimes more. Of course, caring for older pets, whatever the species, comes with its own unique challenges.

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Caring for senior rabbits and guinea pigs: a guide for retailers When is a small pet senior?

A grey muzzle might be a classic giveaway of a dog’s advancing years, but we don’t tend to see the same changes in rabbits and guinea pigs. So, when do small pets become senior?

There is no hard and fast rule, but when it comes to rabbits, larger breeds tend to have a shorter life expectancy than smaller breeds, and pure breeds have reduced longevity compared to mixed. This means, for example, that a Netherland Dwarf rabbit might be expected to live to 12 or 13 years and be considered senior at around the age of eight, while a large breed such as the French lop, or Flemish Giant would have an expected lifespan closer to six or seven years and be considered senior at around four years of age.

For guinea pigs, although some live for 10 years or more, few will reach the astonishing age of Snowball, and a lifespan of 5 — 7 years is average. Just as in rabbits, many factors, including genetics, will determine

the age at which guinea pigs are considered senior, but it is usually somewhere between 3 and 5 years of age.

A recipe for longevity As life expectancies increase, diets tailored for senior years are becoming a firm fixture in the small pet category. After all, as lifespans increase, so do the number of older pets. Of course, high quality species-specific nutrition is important throughout the life of rabbits and guinea pigs and whether young, adult or senior, the basics stay the same: ● Unlimited hay, aiming for a body sized amount each day. ● A carefully measured portion of species-specific nuggets every morning and evening. ● A handful of leafy greens to add variety. ● An occasional treat. ● Fresh water.

www.petproductmarketing.co.uk

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Recommending a senior diet, such as Science Selective Rabbit Four+ Food, helps to support health and well-being in rabbits over the age of four years. Science Selective Rabbit Four+ Food has a reduced protein and energy content to help maintain a healthy weight, together with a calcium to phosphorus ratio optimised for joint support.

Maintaining mobility Just as in other species, arthritis is one of the commonest age-related conditions in small pets. While an arthritic dog might limp, or seem stiff after getting up from a rest, the signs of arthritis in rabbits and guinea pigs tend to be more subtle and are more easily missed. In part, this is due to their wild ancestry. As prey animals, they naturally hide any signs of vulnerability or weakness, which means that conditions like arthritis may go undiagnosed. It is worth bearing this in mind as we head into the colder winter months, and of course, if owners report any change in behaviour, or other health concerns they should be advised to seek veterinary advice.

Signs of arthritis in small pets ● Reluctance to move or ‘slowing down.’ ● Reluctance to jump, use ramps, or stand on hind legs. ● Wobbly gait. ● Pododermatitis (sore hocks) from lack of mobility. ● Unkempt appearance from reduced grooming. ● Difficulty chewing.

Prevention is better than cure Being overweight is one of the most important risk factors for arthritis, and it is important that owners are aware of this.

As pets get older, their activity levels tend to decrease while their metabolism slows down, a sure-fire recipe for weight gain.

Paying careful attention to portion control, when it comes to nuggets, is vital to prevent this. For rabbits, a good starting point for determining portion size is to multiply the rabbit’s weight in kilograms by 25, to give the total daily food ration in grams.

For older pets, this figure may have to be reduced a little to reflect age-related needs.

Portion size calculation: rabbit weight in kg x 25 = total daily food ration in grams

for fly eggs, maggots, or other signs of this distressing condition at least twice a day.

There is a lot that can be done to support mobility and make the life of an arthritic pet more comfortable, and suitable product suggestions can go a long way to improving well-being… ● Anti-slip mats on tiled or wooden floors. ● Accessible litter trays, with a side cut out if necessary. ● Ramps to access higher levels of living accommodation. ● Soft bedding, such as Tiny Friends Farm Eco Bedding. ● Nail clippers, as reduced mobility decreases wear. ● Grooming tools to keep coats in good condition. ● Life stage diets, such as Science Selective Four+.

Vital vitamin C Arthritis is a significant health issue in guinea pigs too. As well as obesity, vitamin C deficiency (or excess) may have a role in the development of arthritis and is one of several reasons why good quality food, formulated specifically for guinea pigs should be recommended both in the senior years, and throughout life.

Vitamin C is relatively unstable and tends to degrade over time, especially if it is exposed to light, heat, and moisture.

Therefore, it is important that owners follow the manufacturer’s storage and ‘use by’ instructions. Some diets, including all of Supreme’s guinea pig diets, contain vitamin C in a stabilised form to prevent it from degrading.

The importance of Vitamin C Guinea pigs have a requirement for Vitamin C in their diet. Without adequate levels of this vitamin, signs of deficiency (scurvy) will develop: ● Poor coat. ● Ulcers on skin or gums. ● Diarrhoea. ● Dental problems. ● Swollen feet or joints. ● Reluctant to move. ● Poor appetite.

Environmental modification Rabbits and guinea pigs with mobility issues are likely to benefit from adjustments to their environment and husbandry.

It is important to note that owing to a reduced ability to groom, older pets are at increased risk of fly strike. Owners should be encouraged to be particularly vigilant about hygiene, cleaning hutches and runs regularly with products such as Tiny Friends Farm Keep It Clean, as well as checking pets

Enrichment and an active mind Providing appropriate environmental enrichment helps to keep small pets mentally stimulated, and is just as important, if not more so, as pets age. As activity levels reduce, enrichment can help prevent boredom and the development of behavioural problems. Hiding treats around enclosures can help to encourage gentle exercise, keeping joints moving and brains engaged. Moreover, enrichment in the form of handfed treats can help to foster strong bonds between pet owners and their four-legged companions. This close relationship plays a vital role in ensuring the best possible care. In fact, there is evidence that owners that have strong bonds with their pets are more likely to seek veterinary attention both for preventative health care and when medically needed.

With the Tiny Friends Farm treat range offering the Great Value, great nutrition that owners have come to expect from the brand, and Selective Naturals meeting the needs of those seeking premium brands, Supreme has all budgets and tastes catered for.

53

And finally…

Don’t forget that with increased longevity, rabbit and guinea pig ownership is no longer a short-term commitment, a thought that all potential new owners should bear in mind when considering which four-legged friends they welcome into their lives.

Claire Hamblion Marketing Director at Supreme Pet Foods.

www.petproductmarketing.co.uk

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DOG HEALTH

54

Gut reactions Don’t take your dog’s digestive system for granted, says animal scientist Dr Jacqueline Boyd as she highlights how important digestive health is for our dogs. ext time you prepare a meal for your dog, take a moment to think about what happens to that food once he eats it. We often take our dog’s digestive system for granted.

Everything happens out of sight and unless there is a problem, we only see what goes in one end, and what comes out the other!

Dogs depend on their digestive

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systems to break down their food into smaller particles that can be efficiently absorbed. This is essential so that nutrients in the food can be used by the body to fuel activity, provide building blocks for growth, and support day-to-day life processes, and it highlights just how important your dog’s digestive health is. www.petproductmarketing.co.uk

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Sweet, fresh grass can prove tempting to dogs.

The system The digestive system (sometimes called the gastrointestinal tract or alimentary canal) is the ‘tube’ that runs from your dog’s mouth to his bottom. It is involved in digestion from the point of food consumption to the end products.

Dogs are described as monogastric. This means ‘single stomached’ and indicates the fundamental digestive differences between dogs and other species with much more complex digestive systems, such as ruminants (cattle for example) and hind-gut fermenters, such as horses and rabbits.

In addition to having a relatively simple digestive system, dogs also have a short digestive tract in comparison to many other species and a relatively rapid digestive process.

Stages of digestion Dogs are opportunists when it comes to eating.

Digestion consists of four stages occurring along the length of the digestive system:

1

Ingestion of food, which involves locating and eating foodstuffs; this starts in the mouth.

2

Digestion where ingested material is processed to break it down into smaller particles by mechanical and chemical processes that begin in the mouth and continue into the stomach and small intestine.

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3

Absorption of nutrients (the end products of digestion) occurs in the small intestine.

4

Elimination is the end point of digestion and is when waste material and anything not digested or absorbed is excreted from the body via the rectum.

Your dog should always have access to clean, fresh drinking water.

The mouth and dentition Dogs have specialised teeth to acquire and process food. Notably, dogs have a structure called the carnassial apparatus. This is characteristic of carnivores and consists of a pair of teeth — one in the upper jaw, one in the lower. The teeth overlap and work like a pair of scissors.

Despite having a carnassial apparatus, dogs are more accurately classified as omnivores based on their dietary intake of plant and animal material, in addition to natural scavenger tendencies. Even giant pandas have carnassial teeth, despite the majority of their diet being plant based.

The mouth to stomach The oesophagus is the tube running from the mouth to the stomach. Food is moved by peristalsis, a series of muscular www.petproductmarketing.co.uk

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DOG HEALTH

Try to dissuade your dog from drinking from puddles.

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contractions that move material from the mouth to the stomach. It also aids mechanical processing of food.

The stomach is a site of food storage and can greatly expand in size. This is linked to the ancestry of the dog as a scavenger and ‘gorge feeder’; they would have eaten large amounts of food quickly, based on availability.

The stomach is where chemical digestion starts. This is thanks to digestive enzymes, substances that break down specific food

components; for example, lipases break down lipids. Hydrochloric acid is also found in the stomach and is essential to break down food components (including bone) and provides a protective function against potentially dangerous bacteria. This is why our dogs often appear able to eat things that would make us very ill.

Stomach to large intestine The stomach leads to the small intestine which has three distinct areas — the

duodenum, jejunum, and ileum. This is where digestion continues, especially protein breakdown. Nutrient absorption also occurs in the small intestine, which is aided by the presence of villi — finger-like projections that increase the surface area

Did you know?

Dogs have taste receptors for sweetness, which might explain why they enjoy young, fresh plant material such as new grass, and are tempted by some human foods too.

Keep your dog’s bowls and feeding utensils clean.

Saliva acts as a lubricant when eating and also dissolves some soluble food components — a 20kg dog produces up to one litre of saliva per day!

Dogs have a very small caecum — a blind pouch off the large intestine where a microbial population lives and supports digestion.

Dogs produce amylase, an enzyme that breaks down starch carbohydrate, meaning dogs can digest starch in food. www.petproductmarketing.co.uk

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diarrhoea, or pain — often seen as dogs stretching, groaning, or being unable to get comfortable.

to support absorption. As well as villi, cells lining the small intestine have microvilli on their surfaces, further increasing the area available for nutrients to be absorbed.

The small intestine leads to the large intestine, where water is resorbed, and anything not already digested or absorbed is processed into faecal matter. This is then excreted from the rectum for us to pick up and dispose of!

Sensitive digestive systems

Digestive problems Dogs tend to have pretty robust digestive systems by virtue of evolving as opportunistic scavengers — eating things because they are available.

However, sometimes digestion falters.

Certain diseases and conditions result in the digestive system becoming inflamed and not working as effectively as it should.

Dogs might show signs of digestive upset or distress including vomiting, Watch your dog carefully to ensure you pick up on any digestive problems.

Sometimes our dogs can have sensitive digestive systems that react to certain food types, ingredients, or even stress and activity.

If you notice your dog having loose poos, vomiting, showing discomfort, or signs of other digestive problems, it is a good idea to keep a food/activity diary. This can help to identify common factors in consultation with your vet and can also be useful if an elimination diet needs to be considered.

Parasites of the digestive system Parasites such as roundworms and tapeworms can affect digestion and cause blockages in extreme cases. Other parasites such as Giardia and Cryptosporidium can

be picked up from infected environments, including drinking water. These can all cause digestive problems and reduce how well a dog utilises his food. This means that good parasite control and management approaches are important for your dog’s digestive health.

Digestive infections Occasionally, bacterial and viral infections can affect dogs causing digestive upset and other signs. In many cases these are transient and limited in severity. However, it is important never to become complacent about digestive upset in your dogs. They are often very good at hiding signs of pain and distress from us.

Similarly, vomiting and diarrhoea can result in dehydration and other nutritional concerns very quickly, especially in puppies.

For this reason, if you are at all concerned, always seek timely veterinary advice.

How to help your dog have a healthy digestive system ● While your vet should always be the first port of call in the case of digestive illness, you can help support your dog’s digestive health through good management and diet. ● Always ensure fresh, clean drinking water is freely available and discourage drinking from puddles or dirty water sources (if possible!). Wash food bowls and feeding utensils, including toys, regularly.

some evidence suggests that dogs exposed to a diet rich in different ingredients might have enhanced digestive health. ● The health of the whole digestive system is dependent on the health of the microbiome. Prebiotics are food ingredients (often fibre-based; MOS and FOS are common ones) that provide a source of food for the microbiome and thus support digestive health.

● Try to make any dietary changes gradually to allow the digestive microbiome (the population of microorganisms that live in the digestive system) to adapt. This can also avoid transient digestive upset. Interestingly,

● Similarly, probiotics are living microorganisms that we can provide to replenish the microbiome population.

Probiotics (and prebiotics) are sometimes used to maintain health generally or can be used in a targeted way after digestive illness to support recovery.

CROSSWORD

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11/10/2023 11:35

CAT CARE

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Preparing the environment Showing you how to set your cat up for success. We look at how you prepare the home environment for a feline arrival. o, the big day has arrived. The one you’ve been waiting for ever since you made the decision to bring a new set of feline paws into your home.

You’re beyond excited as you dash to collect your new addition. You get him home and then watch in horror as he hides under a bed, makes his escape up the chimney, claws at your soft furnishings or, if he’s a kitten, gets stuck behind the washing machine.

This is when you realise that in your frenzied anticipation, you’d overlooked some fairly important things. Like preparing your home to make sure

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your little monster stays safe, his environmental needs are met, and you don’t have to spend hours trying to extract him from the impossibly small space he’s jammed in.

So, let’s rewind to the point at which you have chosen the cat that is to become your new feline companion and have a date on which you can collect them. In the period inbetween, it’s important that you not only cat-proof your home, but make sure you have all the necessary cat equipment to allow him to perform his species-specific behaviours.

In this article, we’ll be considering the steps you should take to make your cat’s new home as safe as it possibly can be.

A good look around If it’s a kitten that you’re bringing home, he might be heart-meltingly cute, but can bring with him a whole load of mischief.

And just as you might adapt your home for a rampant toddler, so you should for a rambunctious kitten.

Take a good look at each room in your home, even those that you intend not allowing your kitten into. It’s very difficult to keep doors closed at all times and believe

www.petproductmarketing.co.uk

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you me, a determined kitten will find a way to sneak in.

Block up gaps behind and underneath kitchen appliances, cupboards, and wardrobes. Pay special attention to any holes in the walls and floors of your home. I have personally known people that have had to take up their entire floor to rescue their errant kitten. Air duct covers should remain in place at all times and because chimneys can be exciting places to explore, remember to screen off your fireplace. Only open doors to the outside world when your little bundle of fluff is safely stored in another room (it can be a good idea to put a note on the door to remind you!), and the same goes for external windows. The last thing you want is for your kitten to be exposed to all the dangers that are lurking in the outside world, at least not yet.

“ ”

Cats can get stuck in the most unexpected places!

Choos Choosing Cho the right vet is a very impor n important decision

Toilets can be extremely hazardous for kittens, not only do they present a drowning risk, but if you use a hanging toilet bowl cleaner this can be toxic to them. So, do make sure that the lids are kept well and truly down, or better still, shut the door to the room in which the toilet resides until little junior matures.

Out of harm’s way If, like many of us these days, you have a plethora of electric cables adorning your floor, try to keep them out of reach of playful paws by boxing them in or covering them up.

Try to remember to keep lids on all containers. Something as innocuous as a glass or plastic jar can be potentially deadly for a kitten that decides he wants

to put his head in it but can’t get it out.

And then there are receptacles of various shapes and sizes that contain cleaning fluids, disinfectants, bleach, gel tabs for the washing machine to name but a few. It goes without saying that these should be securely stored away. And fingers crossed that your kitten doesn’t learn how to open cupboard doors when he’s older, if he does, a child lock might be a good investment.

It may also be worth examining any children’s toys for kitten-head-sized holes, parts that can be bitten off and ingested, very small toys, and any other teeny-weeny objects that could fit into your kitten’s teenyweeny mouth.

Likewise, if you usually leave your medicines out to remind you to take them,

you might have to rethink this strategy.

Instead, you might want to pop them in a drawer and set a reminder on your phone.

For the green-fingered among you that have beautiful collections of household plants, you’ll need to remove any that are toxic to cats. And for those that aren’t, be prepared for plants to be chewed! It’s also worth making a note of any flowers that present a poisoning risk to cats, such as lilies and poinsettias. Should some kindly and well-intentioned person send them to you, it might be a nice gesture to pay it forward and donate them to a non-cat owning friend. Just recently, someone in my village received the most beautiful bouquet of cream lilies but because she has a cat she was offering them out. I would love to have had them, but I have my own elderly cat Billy to consider.

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Make sure harmful cleaning products are out of reach.

Take a good look at each room in your home...

Unless you want your clothes shredded, remember to keep wardrobe doors closed until such a time as he grows out of this habit.

When your little bundle of trouble finally arrives, try to remember not to leave hot liquids unsupervised.

p T i p! o T Get down to cat eye level to look for potential hazards.

Choosing a vet Much of the guidance above of course also applies to adult cats, although hopefully the chances of them getting stuck behind or under a household appliance or piece of furniture will be reduced. But mature cats do like to rest more, especially on www.petproductmarketing.co.uk

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CAT CARE

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comfy piles of clothes so (and I know it sounds obvious) do make sure that washing machines and tumble dryers are cat-free before switching them on.

But if, despite your best efforts at safeguarding your new cat from home hazards, he steps on a stray piece of glass from that broken tumbler that shattered into a thousand pieces, or some such trouble, you’ll need to take him to the vet.

So, you can also use this pre-new-cat period to research veterinary practices in your area.

Choosing the right vet is a very important decision for you and your cat.

And if you need reimbursing for the potentially large amounts of money you’ll spend on your cat’s future medical treatment, you’ll need pet insurance. These days, you can buy a policy from any number of sources including the supermarket, your motor and home insurance provider, and even from well-known high street shops

best known for selling food and clothes.

Whichever company you choose, they all have a number of plans that you can select from. My advice would be to take time to shop around before you bring your furry newcomer home and make sure you read the small print. Asking cat owners for their experiences might help you in this endeavour. And don’t forget that if you are adopting a senior cat you should budget for the fact that insurers usually ask you to pay a certain percentage towards the cost of each claim, plus the agreed excess. If you decide that pet insurance isn’t for you, I would

absolutely recommend putting some money away each month for any treatment your cat will inevitably need.

There is so much more to owning a cat than we think. There are potential threats to their safety in every room of our homes and we are the only ones that are in a position to be able to protect them from these.

You obviously can’t cater for every single eventuality, but by doing your research and considering how they might behave at different stages of their life, you will be able to make your preparations the best they can possibly be.

Clare Hemington

DipCAPBT is an accredited feline behaviourist.

She has a cat behaviour referrals practice and runs her Honeysuckle Cat Toys business with the help of her Siamese, Billy.

You can find out more from her website: www.honey sucklecattoys.co.uk www.petproductmarketing.co.uk

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Take 10 minutes out your day to have a fun, mental workout! We’ve got a series of puzzles to get those little grey cells working!

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62

Can you spot the five differences between these two pics?

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1 Commotion: kind of hookah (6-6) 8 Delighted; tickled pink (7) 9 Bowler’s approach to the wicket: argument or quarrel (3-2) 10 Former Welsh county, now Ceredigion (13) 12 Slang word for assassinate; diamonds; etc (3) 14 A-list; creme de la creme (5) 15 Maybe baby’s first word: sentimentality (3) 16 Extended periods of unseasonable fine weather (6,7) 18 Circular ocean coral reef embracing a lagoon (5) 19 Play truant; go AWOL (4,3) 20 Olfaction (5,2,5)

1 Insincere; two-faced (12) 2 Style of playing music without looking at the notes (2,3) 3 Victor Hugo’s epic Napoleonic War novel (1862) later transposed to stage and screen (3,10) 4 Nod, maybe; offer (3) 5 Abbey tomb of the King of East Anglia, c855-869 (4,2,7) 6 Yen; yearning (7) 7 Not penitent; without shame or guilt (12) 11 Farewell to Barcelona? (5) 13 Afterword; epilogue (7) 17 Eat away; abrade (5) 19 Jeer; exclamation meant to scare someone (3)

See page 57 for solutions.

www.petproductmarketing.co.uk

p62_PPM_Nov.indd 62

10/10/2023 09:21

Global

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AWARDED ‘Best Dog Collar Manufacturer 2020-21 - UK’ and Most Innovative Dog Collar Manufacturers 2019 Dogmatic.indd 2

10/10/2023 14:43

OF

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10/10/2023 14:42