PPM October 2023

From manufacturers to retailers, almost everyone you speak to in the pet trade says what a great industry it is to work in. There’s innovation and creativity, and people are driven by a passion for pets. So, it has been great to speak to so many people this month.

We have got brands launching new and exciting products, businesses telling their unique story, and brands sharing knowledge of what goes into making products that are designed to help our pets. Customers care more than ever about what they give their animals so knowing brands is so crucial.

There is our point of sale marketing special too — when you realise just how powerful it can be for

Contents

4 News

The latest news from the pet industry.

9 The benefits of cold-pressed food

Forthglade explain how the method gives benefits to dogs.

10 New products

The latest products hitting the market.

13 Vitalin

What makes Vitalin beneficial for pets?

16 PPM introducing…

…Blue River Diets — the new expert diet for Geckos.

18 Behind the brand

We see the inside story of Schesir.

20 Pet calming

A growing concern for pet parents.

22 Business advice

A guide for first-time leaders and managers.

driving sales, it might just get your creativity flowing in your shop.

I also had the chance to chat to John James of James and Steel. He has reached an incredible 50 years in our brilliant trade. It was a fascinating delve into his career and how the pet industry has changed.

It is great fun chatting to different people in the trade and most importantly for us, is you our readers! The best bit is we get to share it with you and be a resource for independent retailers. In these pages I hope you find lots of inspiration when it comes to new products, business opportunities, and gaining expert knowledge.

Mike Mike Hallam - Editor, PPM.

24 Point of sale marketing special

25 The Power of point of sale marketing

30 How to be a small brand with a big bark Leading comms agency Nobull help you build a mighty brand presence.

32 On the shop floor We speak to the owner of a specialist raw food retailer.

34 This is your life… …in the pet trade — and exclusive interview with John James of James & Steel.

39 Dog answers

Expert canine advice you can share with customers.

40 All you need to know about Guinea Pigs A guide for retailers

42 Things that annoy cats… …how to avoid them.

46 PPM Puzzles

On your break, give yourself a fun, mental workout!

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

With grateful thanks to Sarah Wright (editor, Your Dog),

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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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.

PPM News

October 2023

Vital Pet Group heads to PATS with new and exclusive brand partnerships

Wholesaler Vital Pet Group is to return to PATS Telford this year with a focus on some new and exclusive brand partnerships.

New suppliers now stocked at Vital include Blue Pet Co., Nature’s Greatest Secret, Soap Story, Petto Smart Nutrition, Canine Choice and Feline Choice, and The Buffalo Co. who are all expanding their distribution base within UK pet trade. Macahl

Animal Health is another new brand, exclusive to Vital, offering oral rehydration brand for pets Oralade and Vets Menu Gravy Toppers.

In addition, many of the brands including Blue Pet Co, Macahl Animal Health, The Soap Story, The Buffalo Co and Petto Smart Nutrition have all been listed as finalists at the PetQuip and PATS awards.

Francesca La Rosa, Product Marketing Manager at Vital, says she is delighted to be working with such great brands: “It’s such an exciting time to be working with Vital and these are wonderful suppliers that have so much to offer. We’ve undertaken a gap analysis and really focused on those who bring something fresh and ontrend to the market. They all bring the innovation that shoppers are looking for and are excellent choices for any outlet seeking to drive footfall.”

Retailers can check out the new lines at www.vitalpetproducts.co.uk or can call 01837 883000 for more information.

The National Pet College Launches New Website with Brilliant Online Courses

The National Pet College (NPC), the training provider for pet professionals, has launched a new website along with a number of re-developed and new courses.

The website contains short, online training courses, based particularly around animal husbandry issues, which are aimed at busy pet professionals. Many of these have been re-developed

for the site launch, such as the kennel and boarding course, canine first-aid, small mammals in a retail environment, and parasites and your pet. Others are under-going redevelopment currently and will be added to the site. One of the new courses which has been launched is the Professional Dog Walkers’ Certificate. Many of the courses help businesses to meet the staff training requirements

of the Licensing of Activities Involving Animals Regulations 2018.

Pet Industry Federation members receive a discount on all NPC courses and the codes can be found in the members’ area of the PIF website. For more information and to access the courses, visit www.nationalpetcollege. co.uk

Pedigree Wholesale Launches New Website

Pedigree Wholesale have launched their brand-new customer ordering website to better deliver against their customers’ needs by making finding products and ordering more straightforward and faster.

The website address has remained www.petproducts.co.uk and comes with many great benefits such as quicker browsing, easier ordering, and is generally much more user-friendly. They have introduced an enhanced search function where customers can search by product name, brand, SKU code, or keyword, with popular suggestions now included.

Pedigree Wholesale have introduced a new Quick Order List upload option, making it easier and faster for customers to upload an order. Plus, customers can create unlimited Shopping Lists for their usual weekly orders or create lists for those things they only need now and then. To make things easier for customers, each product will display its profit margin at RRP, so users can easily understand the return on investment on all products.

The new website has been completely refreshed with a new style to be more user-friendly. There are also several handy ‘how to’ videos in the Video Guides section to help their customers navigate the new website and aid them with the transition from using the old platform to the new one. The new website is now available by visiting www. petproducts.co.uk

Simply2 Pet Products Partner with JAAN to Make a Positive Impact

Simply2 Pet Products has announced an incredible partnership to help animals.

The company will be donating 10p to the Jakarta Animal Aid Network (JAAN) from every roll/piece of ProFleece it sells in the UK. JAAN is a remarkable charity dedicated to assisting domestic and wild animals in Indonesia.

When Simply2 Pet Products went on a mission to find a small charity that aligned with their values, JAAN immediately stood out. Their unwavering dedication to animal welfare resonated deeply, making them the perfect match for their ProFleece initiative.

One of JAAN’s notable efforts is the establishment of a turtle hospital, where they actively combat the illegal turtle meat trade. They also work to safeguard turtle hatcheries and

Guinea Pig Awareness Week returns!

Organised by Burgess Pet Care, Guinea Pig Awareness Week will run from 25-29 September and is supported by welfare charities the RSPCA, Woodgreen Pets Charity, Blue Cross and Raystede Centre for Animal Welfare.

The organisers have announced a wealth of initiatives around this year’s theme of Rescue & Rehome. For 2023, it’s all about throwing the spotlight on the many guinea pigs in need of their forever homes, as well as touching on other key aspects of guinea pig care.

The campaign will share lots of helpful content on the GPAW digital channels, including blogs and videos about guinea pigs’ welfare needs, enrichment ideas, and how to bond guinea pigs, along with a dedicated rescue page and exciting competitions. There will be free downloadable GPAW packs filled with a wealth of information and advice on how retailers can run and promote their own digital events in support of this year’s campaign. Any retailers interested in getting involved in GPAW can visit https://guineapigawarenessweek.com/gpaw-2023/ for more information and resources.

educate local communities and fishermen through informative sessions.

ProFleece vet and pet bedding is made using 120-200 recycled plastic bottles per square metre. By repurposing plastic and preventing it from reaching the oceans, it not only helps preserve the environment but also make a positive impact on the creatures living in it.

At Simply2 Pet Products, they firmly believe that even the smallest actions can create ripples of change. By choosing ProFleece, you can help make a difference for our furry friends and the health of our oceans.

To learn more about JAAN and their invaluable work, please visit their website at www.jakartaanimalaid.com For more information on ProFleece, visit www.simply2pets. com/collections/profleece-pet-bedding

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

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PIF Supports Ukraine’s Most Vulnerable Pets Through Major Donation Drive

The Pet Industry Federation (PIF) has successfully sent another lorry load of pet products to the U-Hearts Foundation in Ukraine.

The U-Hearts project works to protect the thousands of animals abandoned and affected by the ongoing Russian invasion.

Key UK pet companies were involved in this consignment, including Johnsons Veterinary Products, Mackle Pet Food, and Jollyes who provided donations which were integral in ensuring that a full lorry’s worth of supplies could be dispatched. A special mention must be made of The Big Biscuit Company, whose warehouse became the temporary home for these donations as logistical and administrative processes were undertaken.

These essential supplies will directly benefit pet shelters bearing the brunt of the crisis, volunteers fostering abandoned pets, samaritans feeding stray animals, kennel clubs dedicated to training service dogs assisting the Ukrainian army, and vulnerable pet owners, particularly the elderly and those living in precarious regions.

PIF CEO, Nigel Baker, commented: “Our collaboration with U-Hearts has ensured that countless pets in Ukraine, affected by the conflict, are given a fighting chance. Our gratitude goes out to all who have contributed, and we continue to stand with Ukraine during these challenging times.”

For donations and more information, please contact Daniel. everett@petfederation.co.uk

Angelcare Group Appoints Lara Wilson to head up new Litter and Pet Genie Range

Angelcare Group has expanded its UK Team with the appointment of Lara Wilson as Head of Sales, UK & Ireland, for Litter and Pet Genie. Previously employed by the Group in 2019, Lara rejoins as the business develops into the pet care arena.

Lara brings with her over nine years’ experience launching many brands into the UK and EU. During the last five years, she has been in the baby industry, working with both UK and international partners. She begins her new role working to build Litter and Pet Genie’s relationships into fresh UK distribution and sales channels.

Lara comments: “I am very excited to rejoin the Angelcare Group to help grow its fantastic reputation beyond the baby market into the pet arena. The Litter and Pet Genie is an exciting and innovative product, and I can’t wait to showcase it.”

Celebrating long service at Henry Bell & Co

Henry Bell & Co is celebrating long-service work anniversaries across its Grantham-based operations.

Managing Director Thomas Lee has clocked up 35 years with the Lincolnshire company, while Finance Director Carol Foster joined 54 years ago — and five team members are not far behind.

Thomas joined his father, Robert, in the family business in 1988. Over the years, he has guided Henry Bell through a rapidly changing marketplace, ensuring that customers always receive top-quality products and exceptional service. Four years ago, Thomas introduced the company’s own brand, the Henry Bell Wild Bird Care Collection, an exciting range of bird feed and accessories supplying more than 850 garden centres.

“I am the fourth generation of my family to run this company,” said Thomas. “Although it has changed considerably over the years, the one constant has been the incredible people who have worked here and the fantastic committed and dedicated team we have here today.”

Carol arrived at Henry Bell as the office junior in 1969 and became Finance Director in 1995, working closely with Thomas. She has overall responsibility for the financial side of the business reporting to Thomas as well as preparing full accounts for auditing purposes and ensuring the Company operates with the legal boundaries of Company legislation. Apart from a two-year gap from 1986 to 1988, when Carol left to work at a regional conference centre, her career has been spent at Henry Bell.

Members of staff joining Tom and Carol in celebrating their many years at Henry Bell are:

● Dave Dixon, a team leader in the mixer shed who is marking his silver anniversary.

● Robbie Williams, a warehouse manager who started 21 years ago.

● Meganne Chambers, who has worked at Henry Bell & Co for over 20 years, as stock controller since 2008.

● Andy Allen, a line leader in the mixing shed, a position he has held for eight of the 17 years he has worked for the company. Andy is now retiring and will be greatly missed by the management.

● Terry Desmond, a night shift supervisor for 20 years who before that spent five years operating the micronizers (a cooking process used for cereals and pulses).

For owners considering a cold pressed diet for their dogs, then Forthglade are cold pressed experts and there are two new additions to the award-winning Forthglade Cold Pressed complete natural dry dog food range: Salmon and Small Dog.

Containing everything a dog needs for a healthy balanced diet, Forthglade’s Cold Pressed is created by taking lots of delicious ingredients and gently pressing them together at a low temperature, instead of the traditional heat extrusion methods, meaning each pellet retains its natural taste and a high nutritional value. Additionally, Cold Pressed doesn’t swell when ingested, instead it gradually breaks down slowly releasing nutrients. Each recipe is rich in Omega 3 and 6, along with added vitamins, minerals, and botanicals and, as with all Forthglade recipes, it is totally free from junk, fillers or derivatives.

Why is Forthglade’s Cold Pressed range so good for dogs?

The latest recipe in Forthglade’s Cold Pressed range is Salmon. Ideal for dogs with poultry allergies, the Salmon recipe is a single-source protein with no hidden poultry fat, and it has been a huge hit so far with dog owners keen to get hold of the delicious new recipe and vary their dog’s cold pressed diet, or to mix with Forthglade’s range of natural wet meals.

For small dogs and puppies, there is also the new Small Dog turkey recipe. While every recipe in Forthglade’s Cold Pressed range is suitable from 2+ months, the new Small Dog recipe has been specifically tailored for smaller dogs and puppies with its smaller, bite-sized pellets, making it ideal for those dogs with smaller mouths, along with optimal protein and fat content.

Wondering if Forthglade’s Cold Pressed is right for your lifestyle? It can be considered a simpler alternative to home cooking or raw dog food, providing your dog with the balanced protein diet that is so essential for their overall health, without having to prepare food from scratch each day.

A complete and balanced meal, Cold Pressed doesn’t need to accompany anything else but for those looking to mix up mealtimes, it’s the perfect companion to Forthglade’s range of natural wet meals made in Devon, with both grain-free and wholegrain recipes available for every life stage.

Forthglade’s Cold Pressed range also includes Chicken, Turkey, and Duck recipes, all created using Forthglade’s

innovative cold pressing method to support good gut health, lock in nutrients and is easily digestible. Each pellet is grain-free and retains as much natural flavour and goodness as possible. Suitable for all life stages from 2+ months, and with added fruit and salmon oil to ensure dogs have all the essential nutrients they need.

RRP starting from £16.49 and available to order from 2kg to 20kg.

Key benefits:

● Good for gut health

● Cold pressing technique retains a high nutritional value

● Contains no animal derivatives, junk or fillers

● Grain-free, perfect for even the most sensitive tummies

● Easily digestible, bite-sized pieces

● Contain salmon oil, rich in omega 3 and 6

● Added vitamins, minerals and botanicals

● A complete and balanced meal containing everything dogs need to stay happy and healthy

For trade enquiries, visit www.forthglade.com/pages/trade

Plant-based dog chew from Buddy & Lola

Innovative dog supplement company Buddy & Lola has launched a new plantbased dog chew.

Ideal for those looking to feed their dog a vegan or environmentally friendly diet, the new chews are made from high strength plant-based ingredients and are free from chicken and beef — the two most common food intolerances in dogs — but still are a yummy chicken and bacon flavour.

The range includes chew versions of Buddy & Lola’s popular Super Tummy Daily probiotic powder and Peaceful Pooch calming supplement powder. The pre and probiotic chews include natural ingredients that are designed to help support dogs’ gut microbiome which helps not only with their digestion but also their overall health, including easing symptoms of seasonal allergies such as itching and scratching.

The Peaceful Pooch calming chew contains ingredients such as passion flower and chamomile as well as L-Tryptophan which help reduce stress and anxiety in dogs while aiding production of serotonin. This chew range provides a convenient option for owners whose dogs won’t eat meal topper powders or for when travelling and still wanting to provide the best for their dog.

Key features:

● Vegan friendly

● Designed to give health benefits

● Delicious for dogs

For trade enquiries, email woof@buddyandlola.co.uk.

New Products

Hownd Wellness Treats

HOWND®, a leading brand of cruelty-free, certified plant-based products for dogs, has announced the launch of its latest innovation: soft-baked functional Wellness Treats designed for optimal health. With a focus on promoting overall wellbeing, HOWND presents an on-brand recyclable pouch range of five flavours that provide targeted benefits for dogs of all life stages.

HOWND Wellness treats for dogs are hand-baked in biomass wood-fired ovens. They are nutrition-packed, 100% plant based and hypoallergenic to suit sensitive tummies. They come in five functional flavours:

Golden Oldies — with Phytodroitin, Glucosamine and Sunflower Hearts for joint mobility

Got an Itch? — with Shiitake Mushrooms and Turmeric for healthy skin and coat

Yup You Stink! — with Mint, Parsley and Lovage herbs to tackle smelly breath

Keep Calm — with Camomile, Lavender and Valerian Root for stress relief

Playful Pup — with fresh Bananas and Marine Algae for growing pups and small breeds

HOWND is committed to innovating natural cruelty-free certified products for dogs, with the new treats priced at RRP £2.95. HOWND Wellness treats are accredited by the Vegetarian (Vegan) Society, PETA Not Tested on Animals, and the Ethical Company Organisation. The vegan trend is gaining momentum more than ever and plant-based treats are the natural introduction to both vegan and vegetarian dog food. The brand has sourced an innovative vegan alternative to commercially produced Chondoritin for joint support, and will be the first to include the Phytodroitin supplement in its treat range.

Key features:

● Vegan friendly

● Targeted health benefits

● Re-cyclable packaging

To find out more, visit dogslovehownd.com or for trade enquiries, email hello@dogslovehownd.com or call 020 3004 5255

Catit launches exciting new range of wet and dry foods!

Catit has become one of the most established names in the cat accessory and treat markets, now they’re setting their sights on the food sector to take the brand to the next level.

Over the last 24 years Catit has delighted cats and their owners around the world with innovative products such as their insanely popular Senses Playground cat toys and the now ubiquitous ‘Flower’ drinking fountain range. Following this success, the Hagen Group owned brand ventured into the treat market with Catit Creamy, which went on to become one of the world’s best-selling creamy cat treats. Catit are now expanding their focus to include a cohesive new range of healthy and nutritious dry and wet cat foods.

Catit Recipes is a new range of healthy, complete dry cat food featuring three

different formulas: Adult Poultry, Adult Poultry with Ocean fish and Adult Poultry for Indoor/Sterilised cats. Each formulation is made with real meat and fresh ingredients which have been locally sourced and gently cooked to maintain their nutritional benefits. They are cram packed with superfoods such as liver, blueberries and cranberries that help maintain health and wellbeing in our pets. All recipes are high in naturally occurring taurine, an essential nutrient for cats’ eyes and heart health. Catit Recipes is available in 400g and 2kg recyclable, resealable bags.

Catit Cuisine is a range of ten tasty, wholesome grain-free wet foods that are just as good as if they’d been cooked at home! The exciting new range consists of three different textures which cater for adult cats of all lifestyles: Pates, Mousses and Stews.

Catit Cuisine Mousse and Pate feature a

high meat content and offer cats a complete nutritional diet, while Catit Cuisine Stews are an innovative complementary wet food which are low in calories and loaded with tender chunks of meat and vegetables in broth, making them the perfect hydrating accompaniment to a dry food diet. Catit Cuisine is innovatively packaged in recyclable TetraPak cartons, which are easy to store, easy to serve and minimise wasted space in transit, making them a more sustainable option. With up to 95g of food in each carton, Catit Cuisine offers better value compared to most other single serve cat foods.

Designed to Sell

In a recent research study amongst cat owners, Catit was listed as the most recognised cat accessory brand. With a strong focus in social media engagement and online reach, demand for Catit products is growing daily so don’t miss out on the fastest growing cat brand in the market!

Catit’s food launch will be supported by a full suite of in-store display materials, a large-scale promotional campaign covering digital and print based media and widescale sampling activities to drive consumer demand, along with a launch promotion to encourage initial trial. With the brand equity and consumer trust Catit has built, this new cohesive wet and dry food is destined to be a winner!

Rosewood introduces exciting line-up of new products

Rosewood Pet Products has introduced a new line-up to its collection of pet toys, treats, and accessories:

For playtime or walk time:

● My Dog luxury toy range — new and exclusive to Rosewood is the popular My Dog luxury plush toy range, which make the perfect playmates for anxious pooches. Featuring a range of characters to suit your pet’s personality, each toy has a secret compartment for owners to insert something with their scent on.

● Six new products by N-Gage which are all designed to promote wellbeing, mindfulness and interactive play for owner and dog. Introducing a selection of high quality, versatile TPR rubber interactive toys, including toys that float for water play.

● New additions to the Nina Ottosson collection, with three new interactive toys. Choose from Multipuzzle, the three-in-one A Maze Ball and Dog Rumble Puzzle, designed to keep pooches busy and mentally stimulated.

● The new Flexi Xtreme Tape provides safety and increased comfort on adventures. The elastic soft-stop leash acts as a shock absorber, which softly and gently slows the dog to a stop, reducing the strain on its neck and pet owner’s arm.

● For cats, the popular Yeowww! range has introduced Kitten Mittens, made with durable cotton twill and stuffed with organically grown catnip. Available in a 3 pack, or a jug of 30, they are perfect for cats of all sizes.

For meal times:

● The new Double Wall Stainless Steel Bowls will add some style to mealtimes. Available in two bright colours, they are chew-proof and made with a double-wall construction to prevent spills. Easy to clean with an anti-slip base, they are designed in sizes for guinea pigs and rabbits through to all cats and most dogs.

For small animals:

● New to the popular Boredom Breaker range, the Rustling Roller is great for chewing, gnawing and throwing around. It’s made from natural seagrass, pepperwood, and corn.

● The Macaron-a-Bob hanging gnaw and nibble toy is made from natural loofa and wood, and helps keep pets stimulated and entertained.

● The Naturals Raffia Rustler is a hanging chew toy made from natural materials such as pepperwood and raffia.

To view the full new product range visit www.rosewoodpet.com/new-products or for trade enquiries, contact enquiries@rosewoodpet.com

Chien & Co

Chien & Co Pet Care is a new, luxurious brand backed by deep veterinary experience.

Founded in London this year by in house vet Dr Agnes, Chien & Co’s signature 3-Step hair perfector process uses high quality, natural ingredients for that perfect looking groom — with shampoos, conditioners, and fragrances.

All products have been lovingly created in the UK, and they are taking grooming businesses, vet clinics and independents by storm. Their hero Deep Cleansing Aloe & Avocado Shampoo for Dogs is a must to try, with a gorgeous fresh fragrance.

Chien & Co are all about pet care as good as self care, not missing any step of the grooming process.

Key features:

Chien & Co are now also open to new partnerships around the UK. For all stockist enquiries, please contact: info@mychienandco.com.

● Advanced formula that penetrates the coat to target stubborn dirt

● Contains natural ingredients

Vitality starts in the soil but travels far. At Vitalin, we work with the seasons and the sunrise to gather together the nutrient-dense ingredients that make our food so special. We believe in sourcing with care and using local ingredients wherever

you can. We use functional ingredients, herbs, and botanicals to ensure that every meal is filled with the best nature has to offer, supporting vitality from farm to tail in every bowl.

From digging in the soil to racing across the fields, swimming

in wild water holes, or collapsing on a cosy sofa, our dogs’ vitality is everything. At Vitalin, we’re here to optimise that vitality – from farm to tail, for all dogkind, our recipes are crafted with care to nourish your four-legged family.

What makes Vitalin special?

How does Vitalin benefit your four-legged friend?

From our freshly prepared meats to our actively healthy kitchen garden botanicals, every Vitalin recipe is underpinned by generations of farming and nutritional expertise and designed to give dogs a zest for life.

For all dogkind - Because every dog is different, our range offers options, grainfree, with oats & barley, vegetarian, and a choice of proteins, all packed in a recyclable and resealable bag.

Why Stock Vitalin

Glucosamine, Chondroitin and MSM in all of our standard adult recipes. These inclusions can help to support your dogs joints every day, with the extra addition of citrus extracts for dental support and our special blend of prebiotics and paraprobiotics, we’re here to support you and your customers.

How Do I Buy Vitalin?

m farm to tail – 10% fresh otics, para ts to supp ort for c

From farm to tail – 10% fresh meat, prebiotics, para probiotics, and citrus extracts to support dental health, for holistic vitality every day.

Our “for all dogkind” range is specifically designed to be efficient for pet retailers as well as easy for consumers to shop, offering consumer choice and catering for numerous need states in a limited number of recipes, while responding to consumer demands for affordable products with premium features. Our “dogs of every age” approach is drawn from our understanding that there’s no clear point at which a dog is “senior”, size, genetics, breed and lifestyle all have a part to play. Instead of including joint support only in recipes for older dogs, we have included the power trio of

breed and in for older included the p ower trio of

We supply all major pet wholesalers so please keep an eye out for launch offers and in store support materials. If you require any further information, please check out our website, Vitalin.co.uk, give us a call

an eye out for launch offer store support If you requ any further our us a cal on 01522 778 001 or drop us a line info@vitalinp etfood.co.uk

Nutriment Raw bone broth range

Nutriment Raw has launched its own range of highly nutritious bone broths to add to their comprehensive, high quality pet food portfolio. There are three varieties available — chicken, beef, and lamb — available in 500ml packs.

Bone broth has become a popular pet food product in recent years, although it has been produced and consumed by humans for thousands of years. Its current status of superfood is owed to its abundance of collagen, protein, and minerals which health-conscious consumers of today demand for skin, muscle, and other general health qualities. As humanisation trends continue to drive the pet food industry, a pet-focused bone broth product range was an innovative step in portfolio expansion for Nutriment.

It can be fed alone as a snack or added to existing meals. It is a liquid at room temperature, a jelly once refrigerated, can be frozen for easy portioning and gently heated to suit your pet’s preferences, making it a fuss-free, nutritious, and great-tasting way to boost your dog’s or cat’s nutrient intake.

Bone broth promotes healthy digestive and immune systems, supports joint health

Burns Sensitive Turkey and Potato dog food

Does your dog have an itch they just can’t scratch? Burns Pet Nutrition has introduced a new recipe to its sensitive range. Available now, Sensitive Turkey and Potato comes packed with natural and gentle goodness.

Burns continue to champion a simple and wholesome diet for all dogs. Their latest nutrient-packed recipe contains a handful of healthy ingredients which naturally help dogs to maintain a healthy coat, skin, and digestion while being lip-smackingly tasty.

Using a single novel protein source, Burns Sensitive simple recipes are easily digestible and bursting with natural goodness.

John Burns MBE, founder of Burns, commented: “Launching this new recipe to our sensitive range is an exciting extension to this line of food. Thousands of pet owners across the country may be unaware that their pet has specific dietary needs. With 90,000 dogs alone requiring a grain free diet, it is pivotal that pet owners are made aware that it’s not unusual to both cats and dogs to suffer intolerances that are not too dissimilar to those that their human counterparts suffer with.”

Key features:

● Designed for dogs with sensitivities

● Simple recipe

● Great tasting for dogs

For further information, visit burnspet.co.uk or for trade enquiries, visit trade.burnspet.co.uk

and liver health, and promotes healthy skin and coats, all while being gentle on the stomach and great for hydration.

The bone broth’s carton packaging is made from fully recyclable, low carbon renewable materials enabling responsible disposal in the household recycling bin. From a retailer’s point of view, Nutriment bone broth has a long shelf life and is an ambient product, so doesn’t demand freezer space. It also provides a perfect upsell opportunity as a nutrient booster alongside all feeding styles. Its versatility allows for up to an additional 6-month storage (frozen) making it long lasting and value-for-money.

Key features:

● Health benefits for pets

● Aids hydration

● Sustainable packaging

● Ideal for upsell opportunities

To find out more, visit www.nutriment.co.uk or for trade enquiries, email trade@nutriment.co.uk

Burns dry cat food range

Burns Pet Nutrition has branched out and launched a new range of dry food for cats – and the range is sure to prove popular with feline friends and their humans alike. The four tasty new vet-developed foods are Kitten Chicken & Rice, Adult Cat Chicken & Brown Rice, Adult Turkey & Brown Rice, and Sensitive Duck & Potato:

Burns Kitten Chicken & Rice — a complete, hypoallergenic diet that has been created specifically for supporting healthy growth and development. High-quality chicken protein provides kittens with all 11 essential amino acids such as taurine for normal heart function, vision and brain development. Calcium and phosphorus maintain strong bones and zinc and selenium ensure a healthy immune system. Rice provides additional energy while wholegrain maize and chicken fat are great sources of essential fatty acids, linoleic and arachidonic acid.

Burns Original Cat Chicken & Brown Rice and Burns Original Cat Turkey & Brown Rice — both provide a complete, hypoallergenic diet suitable for both adult and senior cats.

These diets have been produced using high-quality natural ingredients that are highly digestible and naturally preserved, making them suitable for sensitive stomachs. Burns Original Cat is rich in B vitamins and contains all 11 essential amino acids including taurine to support healthy heart and eyes. Highly digestible ingredients such as chicken, turkey and wholegrains help to support and maintain healthy

muscles and bones as well as a healthy immune system, while the controlled levels of protein and minerals help maintain healthy kidneys and urinary tract. In trials with the Burns Pet Nutrition customer panel, over 85% of adult cats described as fussy by their owners gave Burns Original Cat Chicken & Brown Rice a massive thumbs up.

Burns Sensitive Cat Duck & Potato — a complete, grain free and hypoallergenic diet that is suitable for both adult and senior cats. The combination of highly digestible ingredients such as duck, potato, and buckwheat has created not only a very tasty diet but is suitable for cats with digestive and food sensitivities. The recipe contains natural, novel ingredients which help to avoid common food allergens such as beef and dairy. This complete, balanced diet contains all 11 essential amino acids required for cats to help maintain a healthy body inside and out.

Key features:

● Complete foods with taurine

● Highly digestible

● Taste popular with cats rains hy Taste popular with cats

For further information, visit burnspet.co.uk or for trade enquiries, visit trade.burnspet.co.uk

Blue River Diets is a new brand of expertly crafted crested gecko foods. Designed and manufactured by the professional team at Peregrine Livefoods and tested on hundreds of crested geckos, the six founding flavours are fruity and fragrant and set to take the reptile industry by storm.

PPM introducing… Blue River Diets

Named after the biological reserve where the crested gecko was re-discovered in 1994, Blue River Diets simulates the over-ripe fruits typically consumed by crested geckos in the wild. The complete foods are built from 100% natural ingredients and deliver the full nutritional profile required by crested geckos in captivity. This removes the need for additional supplementation and ensures that every keeper is providing their animal with everything that the gecko needs in every feed. As well as fruit, vitamins, minerals, and calcium, Blue River Diets also add honey and bee pollen to increase the palatability of the foods and to better replicate the experiences of wild crested geckos. As a species that will typically feed on fruits and pollinating insects, crested geckos will naturally ingest pollen and benefit from its antioxidant properties. Blue River Diets recommends that keepers feed their crested geckos with occasional live insects, for enrichment purposes.

The ‘Fruit and Bug’ formula also has naturally heightened protein content with the addition of black soldier fly larvae. These nutritionally rich insects, commonly dubbed “calci-worms” are an emerging superfood

in the pet industry. The ‘Fruit and Bug’ formula has already proven to be a hit with New Caledonia giant geckos, an increasingly popular species in captivity.

Each food arrives as a dry formula in a 60g or 450g pouch. The keeper then simply mixes one part formula to two parts water, until the desired consistency is achieved. The mixed food is then placed into the enclosure and removed after 24 hours. The keeper can then decide the appropriate amount of food to feed to their gecko(s). Packs of 10 X 60g pouches are also available to retailers at a reduced price. These visually-striking boxes can be torn open and placed on a shelf or countertop to create an instant display.

Eye-catching branding

Each flavour has an associated ‘crestie’ character. The fun and impactful packaging is designed to create an eye-catching display that resonates with a newly emerging demographic of reptile keeper and provide the perfect introduction to the hobby. Our

research shows that crested gecko keepers are some of the most diverse exotic pet keepers in the industry today, with a range of ages and genders keeping the species. Blue River Diets hopes to connect new keepers with their local specialist reptile shop.

Blue River Diets are manufactured in the UK, meaning the associated emissions in producing and delivering these foods are much smaller than those of competitor brands. By removing the need to ship products from overseas, retailers will benefit from a more robust supply chain and more reliable stock levels.

Currently, Blue River Diets has six products available, giving keepers a great opportunity to explore new flavours and mix new consistencies to their gecko’s taste. Careful consideration has been given to the fragrance of each flavour, ensuring that the keeper finds the scent of each food just as pleasant as the gecko.

Blue River; Mango Madness, Peach

Paradise, Strawberry Swirl, Watermelon Burst, Pineapple Crush and Fruit & Bug are available now.

SCHESIR: PIONEER AND LEADER IN MINIMALLY PROCESSED, NATURAL PETFOODS

Schesir is an Italian bran with Whitebridge Pet Bra in launching the first 100 countries in the world.

based in Genoa, part of Agras Delic S.p.a which has merged (USA) since April 2022. In 1999, Schesir has been the pioneer 100% natural and minimally processed wet cat food with flaked or shredded fresh pieces of meats. In Italy at first, and then across Europe and other

For the the best contribu minimal

For the past 25 years, Schesir has been focusing on developing and providing cats and dogs with a selection of the best ingredients, as well as the most palatable recipes, free of artificial colourants and preservatives, and contributing to the well-being of dogs and cats. We believe that natural ingredients are the most nutritious and minimal processing is the best way to protect the integrity and the nutritional value of these ingredients. The products actually stand out today as “natural quality you can see and smell” which pets crave for.

d based nds (US % natu of me past 25 ingred ting proces actual ir, we anced n nts, ric s and s deal op

At Schesir, we are committed to putting cats and their needs first. In 2023, we introduced a new complete and balanced nutritional programme in line with their natural and physiological needs that uses premium ingredients, rich in protein, hydration and minimally processed. This means targeted nutrition formulations for life stages and special needs, a variety of new textures and flavours and a refreshed identity to make it easier to find the ideal option for every cat.

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Rebranding and launch of our first Complete & Balanced nutritional programme including targeted nutrition for life stages and special needs

Birth of Agras Delic S.p.a in Genoa (Italy), focus to distribute pet food

Launch of Schesir, the first brand with 100% natural & minimally processed wet pet food in cans

After a successful launch in Italy, Schesir started to export in Europe

Strong of its success in wet dog & cat Food, Schesir launched the first range of dry

Launch of our first certified Organic range

Rebranding of Logo and launch of a new line: Blue Deluxe, sea specialties

ofitssuccess

Pet anxiety is a growing issue in the UK and one of the biggest concerns for Pet Parents. As the fireworks season draws near the latest UK PSDA report estimates that 44% of dogs, 30% of cats and 16% of rabbits are afraid of fireworks. * Pet Anxiety is on the increase and can occur for a variety of reasons including separation anxiety, being left alone, noise from thunderstorms, fireworks, changing or altering your home and travel are some of reasons your pet may exhibit anxious or nervous tendencies. This behaviour presents itself depending on the pet in several ways with excessive barking and nervousness from dogs, cats cowering and hiding, while rabbits freeze or hide.

One of the UK’s most successful pet calming ranges comes from VETIQ Healthy+ range who have developed an excellent range of Serene Calming

products both across treats and preventative remedies to alleviate, calm and soothe our pets during periods of anxiety, nervousness or stress. Its range includes non-sedative functional treats and preventative therapeutic tablets or drops designed for all pets and pet sizes. The natural range has been designed to soothe, calm and relax your pet during periods of anxiety, stress, or nervousness over a short or a longer period depending on the individual animal. As part of a behavioural training regime, the treats are an excellent reward for good behaviour, while the therapeutic range will help to calm, settle and relax your pet over a long or short periods depending on the situation.

For 2023, they have exciting news with 2 new products added to the range, a fast-acting calming ointment for dogs and calming treats for cats.

PET ANXIETY – A Growing Concern for Pet Parents Dogs

A dog’s sense of smell is their primary faculty by which their bodies perceive external stimuli. While it is an area still being researched, it is now evident that you can use your dog’s smell sense to help ease stress and modify behaviour. Studies into this area have shown that the pheromone used in the new Serene Calming Ointment is such a product. Patent pending** Serene Calming relief works by applying ointment directly to your pet’s nose, which then releases a pheromone which allows your dog to relax, calm and settle quickly. In a number of controlled trials***, the use of this product showed that it has rapid physiological effects such as slowing the pets heart rate when elevated due to a stressful event such as a loud noise or simulated thunderstorm. There are also significant effects on the dog’s behaviour with the products use. Stress symptoms such as pacing, cowering (sitting or lying down) and vocalisation (barking / howling) were notably reduced after application. This calming effect remained in place after the stressor event had ceased in the presence of the hormone remaining in situ. The

ointment has little or no residual effects, and therefore is a very suitable complementary product in the VETIQ Serene calming range of calming tablets, drops and treats.

The new product is designed specifically for those unexpected events or incidents such as fireworks, thunderstorms or travel that may cause your dog to be anxious unexpectantly or for a specific event such as going on a holiday. The unique patented* formula is scientifically proven, easy to use and provides your dog with fast relief within

20 minutes. The product is suitable for all dogs, breeds and ages to naturally cakm and soothe. There is no limit on usuage and can be used in conjunctioan with other VETIQ Serene calming products.

If your dog is occasionally anxious, and you value a good night’s sleep this is one for the cupboard! **Patent Pending data on file

Cats

Cat anxiety is very common and is often overlooked by pet owners as a cat’s behaviour differs and is harder to spot than dog anxiety. However, it’s a big issue for pet owners with 44% of UK cat owners reporting that their cats are showing signs that may be indicative of stress.* To address this problem, VETIQ have launched an excellent serene calming functional bite product that can be used alone or in conjunction with the VETIQ preventative care calming range.

These deliciously tasty calming bites contain ingredients that help to naturally soothe your cat in times of stress and help to support calm behaviour. Containing L - tryptophan, which is an essential amino acid & a precursor to serotonin, the neurotransmitter which helps mood and sleep regulation. The treats also contain chamomile & lemon balm, natural ingredients with anti-anxiety properties, ginger oil supporting relaxation whilst

magnesium helps with enhancing normal physiological functions. High in protein, with Vitamins A, D, & E & essential Omega 3 & 6 fatty assets to also boost overall health and feline well being. The tasty bites are free from artificial colours, flavours & preservatives.

The bites are an ideal treat to reward and when used in conjunction with training or re-training program, can improve your pets ability to relax and calm as the bites provide soothing reassurance and relief simply because they feel more motivated to respond as the feelings of reward are enhanced. The treats can also help to promote bonding between pet and pet parent. This product is for sale from October.

Pet anxiety remains one of the biggest issue in Pet’s lives but there is help available to help both you and your pets live happier more fulfilled lives. Try the VETIQ Serene Calming range for proven results. For more information or calming tips please go to

* Annual PDSA Animal Wellbeing (PAW) Report UK 2022

** Data on File M&C 2023

*** Based on scientific trials

Managing a team can be an exciting experience but it can also pose challenges, particularly for first time managers and those transitioning from a team member to a leader.

Statistically, managers promoted from within are more likely to be respected by their former teammates compared to an external hire — but there are still challenges ahead for those chosen to lead a team they were once a part of.

A manager requires a new set of skills and qualities, so how best to develop these and introduce them into your working day?

Dominic Finch, head of creative change at Impact, the world’s leading experiential learning company, said: “As a manager, particularly as a first-time

manager or as taking over a new team, your skills and qualities will develop to be the most effective manager you can.

“By undergoing leadership development training, managers can

gain new skills and build on their ability to communicate affectively, assert their position within the business and drive performance within the team and the organisation as a whole.”

A Guide for First-Time Leaders and Managers

Clarify What Your Responsibilities Are

It is crucial to gain a thorough understanding of what the role is and where your responsibilities lie. It is important to establish your role as head of the team, as well as the responsibilities of the team members to allow efficient working and overall successful performance.

Speak to other managers, see how they manage their teams and don’t be afraid to ask for any advice along the way. Take on board feedback from peers, as well as team members. All of this can help you develop as a manager and grow into the role.

Communicate Effectively

Communication is a key part of any business, and as a manager you will need to communicate effectively throughout the team, and to the wider organisation. Part of the communication strategy as a manager involves listening as much, if not more than, as you talk.

A manager that shows the willingness to listen will find that employees are more likely to open up, and you may find that they are more likely to come to you with suggestions for the team, which could be beneficial for everyone. Listening to employees and acting upon feedback will create an element of trust, as well as employees becoming more receptive to ideas that you communicate.

When communicating, especially

a change of process or important information, it is important to make sure that staff find out from you as a manager and not second hand from someone else.

Delegate Responsibility

A common mistake newly promoted managers make is still getting involved in the small, day-to-day tasks that they used to be responsible for.

Managers can be keen to show that they are not afraid to get stuck into tasks, and that they are not above helping out at the level of the rest of the team. Alternatively, there is the chance that as a new manager, your old tasks are more familiar to you than the world of leadership.

When actioning tasks that should be undertaken by the team, managerial responsibility can be neglected, resulting in negative consequences for the team and potentially the business. There may be times where a manager must step in to help, in busy periods or where a staff shortage is causing severe problems, but these times should be kept to very much a necessity, rather than a regular occurrence.

Set Boundaries

Related to the issue of delegation and being careful not to neglect managerial duties is the advice to set boundaries as a manager.

This is of particular relevance to those newly-promoted to managing from previously being part of the team — it can

be easy for a new manager to become too friendly with staff, resulting in clouded judgement and an impact on overall performance. It can be easy to put personal relationships before being a manager.

The nature of management means that employees may not always agree with your decisions, but as long as they are for the overall benefit of everyone, then you are doing the right thing.

Naturally, adding an element of friendship, especially approachability and making employees know you are a supportive boss, is fine — but do set boundaries and make sure your position is clear, that you are respected and that you don’t allow personal relationships to get in the way of the job you have to do.

This piece comes from Dominic Fitch, Head of Creative Change at Impact International — a leading experiential learning company, working to support global brands to prosper, by delivering customised people solutions.

As a pet product retailer, you understand the importance of creating a welcoming and visually appealing shopping environment for your customers. In today’s competitive market, standing out from the crowd is essential, and one effective way to achieve this is by utilising the vast array of sales generating display materials available from Hagen, across their brands.

Boost Your Product Sales with In-Store Display Materials from Hagen

Captivating Visual Merchandising

First impressions matter, and in-store display materials are your secret weapon for creating captivating visual merchandising. By strategically placing products in eye-catching displays, you can grab the attention of both pet owners and the curious passers-by. Engaging displays featuring Catit foods and smart tech, Fluval aquariums or Exo Terra terrariums can pique interest and entice customers to explore your store further.

Cross-Selling Opportunities

In-store displays also facilitate cross-selling opportunities. By strategically placing complementary pet products together, you can encourage customers to purchase

more items than they initially intended. For example, a display featuring Fluval filter media beside the filter range itself can prompt customers to purchase related items, ultimately boosting your average transaction value.

Educating Customers

Pet owners are constantly seeking information and solutions to enhance their pets’ well-being. In-store display materials can serve as educational tools by providing valuable information about product benefits, usage, and suitability. These informative displays not only assist customers in making informed choices but also position your store as a trusted source of knowledge in the pet industry. Take Catit’s brand new range of foods for example. Along with a full suite of promotional materials including an FSDU, shelf barkers & wobblers and striking aisle signs, Catit have produced a set of flip cards detailing key benefits and composition information, including QR codes leading to more detailed online descriptions.

Merging the physical and digital worlds

New technology allows consumers to visualise products in a way that would have been impossible just a few years ago. Earlier this year, Catit launched their augmented reality feature which allows

consumers to digitally place a piece of Vesper cat furniture or a PIXI fountain into their physical environment, to examine it closely and see exactly how it will look in their home. This technology can also be utilised in-store! Don’t have space to build a Vesper High Base? No problem, simply add signage with a QR code and your customer can examine the item in detail using their smartphone – they can even walk around it to see it from all angles! Scan the QR code in the image to try it for yourself (modern smartphone required).

By creating well-planned and visually appealing in-store displays, you can not only increase your revenue but also create a memorable shopping destination for pet owners in your community. For more information on the hundreds of display options available from Hagen, speak to your Hagen Sales Manager who will help take your in-store merchandising to the next level.

The human psyche is incredibly complex. The decisions we make and how we interact with the world around us is determined by a melting pot of emotions, thoughts, and instincts — many of which we’re not even consciously aware of.

For instance, just think about how you decide what clothes you are going to wear each day. You’ll probably consider: are you at work? What is the weather like? What am I planning to do? You’ll see what clothes are washed and available in your wardrobe. You will have some clothes you prefer over others — some are more comfortable or some you think look better. While you’re getting dressed you might be consciously thinking about something totally different, you might be talking to someone else, you might have lots of time or be in a hurry. In the end, the process just happens. Every day. Your brain is analysing a lot of information and most of the time it’s happening without you being conscious of it. If asked why did you wear those specific clothes that day, it would be hard to analyse and the answer would be something along the lines of: ‘I just did.’

Point of sale marketing is designed to tap into our human psyches. In a world full of noise, it aims to grab our attention, excite our brains, and make us feel good about buying something.

The Power of Point of Sale Marketing

We delve into how point of sale marketing could really boost your profits.

What is point of sale (POS) marketing?

A headline definition would be displays that promote sales and marketing campaigns that aim to drive increased basket spend when a customer visits a store.

Now, marketing is a field of expertise that breaks things down in to incredible detail as slight differences can make a big difference to purchasing habits. So, there are differentiations on specifically where displays are but for the benefit of the piece, we will refer to POS as displays anywhere in store.

Why is it so important?

Studies have shown that around 70% of purchases happen at the point of sale. This means they aren’t planned purchases

before a customer walks into a shop. This stat is so crucial because it quantifies the potential impact a retailer can have on shoppers’ purchasing decisions. If only 30% of purchases are planned, then the other 70% can be influenced during their visit to your store.

A good POS strategy can be integral to boosting sales and profits. That can be in the short term as shoppers put more items in their basket and in the longer term as customer loyalty is built.

How does it work?

Effective POS in your store will grab attention, promote certain products or campaigns, target impulse buyers, and tap into the human psyche to encourage

shoppers to pick up extra items. Just think of when you visit the supermarket — the big stores are masters when it comes to POS. Let’s have a look at some of the methods they often employ on our imaginary journey round the shop:

Shelf talker — this is a sign on the shelf with bright colours (often reds and yellows) with a very clear message. Let’s say for this example it’s a sign which just reads ‘£4’ in large text. The POS grabs your attention and has a simple message which is just the price. The sign alone doesn’t tell you what the product even is but it disrupts your shopper journey, encourages you to look at what is on the shelf, and compare prices with other similar items on the shelf. Sub consciously,

we react to these signs because they tap into our excitement of finding a bargain. The sign only gives a price and we’re already interested in the product — sometimes before we even know what it is!

Posters — as you walk round the supermarket, you will see posters and hanging posters. These will be planned to target specific things. Imagine it’s the height of summer, the posters are likely to be relevant to the weather. As you walk down the aisles near the condiments you might see a poster with an offer on sauces

such as ketchup and mayonnaise. This isn’t a coincidence. Retailers know that many people will be having barbecues and will want to buy condiments so these will be flagged up. Some stores may even go one further and create a complimentary product display where all you need for a barbecue will be displayed together.

Dump bins — as you head into the supermarket, there is a big basket full of a certain product with a clear price. Imagine pumpkins in the run up to Halloween. The psychology attached to these types of display

is of a good value item, low commitment to buy, and that is proving so popular that staff haven’t even got time to put them on the shelves. Again, it creates that feeling of not wanting to miss out and be part of the excitement of a fast-moving product.

Countertop displays — heading to the checkout is prime time for POS! What products are always near the tills in the supermarket? Chocolate, drinks, chewing gum, and batteries. Low value items that are easy to say yes to and tap into the psychology of timing. You might decide you want a cold drink or after looking at food throughout your trip you fancy a snack. Or even batteries, why batteries? Well, batteries may have never been on your shopping list but seeing them at the till could be a timely reminder that you need some. You will see countertop displays bringing your attention to such items which once you’ve said yes, doesn’t give you much time to change your mind.

These are just a few of the examples of how the supermarkets will use POS. Next time you head to your local super store, stop to assess just how much POS there is and what it is trying to get you to do.

The crucial thing for pet shops to take out of this is that POS has a clear strategy. It knows what it is trying to achieve and how it is trying to tap into shopper’s conscious.

How can pet shops use POS?

The best place to start is your strategy. Look at your product offering and build a plan. Here are some things to consider:

● What is the message? For each piece of POS, decide on a clear message. What is going to get people excited about that particular product? It could be the benefit to pets, that it is eco-friendly, the price, that it is seasonal, or that is new.

● How does it grab attention? POS grabs attention without ever feeling invasive of the shopper experience. Make sure it stands out and consider how people will notice it. A free standing display unit might be fantastic near the entrance of the shop, but far less effective hidden away.

● How does it tap into buyers’ psychology? Imagine having a brilliant

display of dog coats with POS highlighting a bargain price, but it’s the middle of summer. Shoppers are far less likely to be in the mindset to buy dog coats when it’s boiling hot. Think about seasonal items, products that complement each other, and even store location. For example, having dog treats or toys near the checkout are more common impulse buys than dog food, which people will take more time to consider.

Get support from the brands

The great news for independent retailers is that many pet brands offer lots of POS and marketing support. Many will provide top class POS for free and guidance on how to

sell their products — they are the experts on their products after all!

Speak to the brands you stock. Many have online portals where you can find digital assets, posters, advice sheets, guidance on selling, and where you can order free POS materials.

Common types of POS

Shelf talkers, barkers, and banners — these attach to the shelves. Ideally they need to be at eye level

Wobblers — these attach to the shelves but wobble to draw maximum attention.

Dump bins — usually a metal type basket where products can be piled into.

Leaflet displays — these can contain useful information about pet care

Loyalty cards — displayed at checkouts, these can help garner customer loyalty

Countertop displays — eyecatching boxes displaying products

FSDU — stand alone display units containing products

A-frames — Ideal for placing outside your store with marketing messages

Banners — larger in size, these can really stand out

The great news for independent retailers is that many pet brands offer lots of POS and marketing support.” ort.

Competition from online pet retailers and supermarkets means independent pet shops need to be strong with branding and maintain a unique offering that keeps customers coming back.

Be a small brand with a big bark

Want your shop to stand out against bigger players? Leading pet brand marketing agency Nobull help you gain the edge.

Larger brands and retailers may have the biggest budgets, but when it comes to marketing, well thought out strategy can compensate for lower spending ability. Little or no budget can push you to think outside the box. Here are our top 10 tips on competing against the big players:

1 First impressions count

What does your shop front say about you?

Your frontage and, importantly, your window display, are an insight into your independent retail brand. It’s not just a way to showcase your products but personality too. Are you making the most of it? And if not, what could you do to a) standout and b) entice more customers inside?

2 Small is mighty

One positive following Covid is a change in buyer behaviour, with an increasing number of shoppers continuing their pledge

to #shopsmall and support their local high street. Give your customers a continued reason to shop with you, like your ability to always provide a personalised service.

3 Knowledge is power

Know your audience. It’s something you do naturally, talking to customers day in and day out, so garner that knowledge and act on it. If the research throws up lots of enquiries about raw food for example, review any raw food brands you sell and polish your knowledge about them, so you can talk about each one confidently. It’s a quick and easy way to stay current. Your customers are your best source of intel, so use them.

4 Don’t underestimate organic

Never underestimate the power of organic content, whether it’s social media or blogs – they all contribute to reach and engagement. Blogging not only increases

web traffic but it also offers a voice of authority, enabling you to build trust with customers. Social media offers you a virtual space to show off what you do and what you know, so make good use of it.

5 Free-for-all

Make the most of free marketing platforms like your Google Business Profile. For local businesses especially, it’s invaluable, as it allows your business to show up on Google Maps. For optimum results, ensure all your details are up to date (opening hours, contact details etc) and don’t forget to verify ownership — this can be done through your Google Business account.

6 Collaborate to innovate

As the adage goes, two heads are better than one. Sharing ideas, skills, and other resources is a great way to reach a bigger audience on a budget. Look for businesses and/or

personalities who share your business values and broach the idea of a collaboration. This could be anything from an online giveaway to in-store events or product sampling.

7 Be your own ambassador

Influencer marketing is an effective way to grow your audience but don’t forget your own team too. Your team — you included — can act as brand ambassadors, encouraging friends and family to engage with the business, whether it’s through word-of-mouth recommendation or social media engagement.

Case study

8 You’ve got mail

Email marketing is a great way to reach those customers who don’t come into store. There are lots of easy-to-use email builders like Mailchimp and Hubspot, which offer free packages and simple, drag and drop templates. Ask your customers to sign-up and use it to offer them exclusive special offers and useful product information to entice them into your shop, where your friendly, knowledgeable, personal service will keep them coming back again.

9 Get involved Keep an eye out for local events and

recommend somewhere else that can. I think people appreciate honesty and an authentic personalised service.”

Q What do you think you offer your customers that bigger retailers might not?

opportunities. Local family fun days often run dog shows; could you volunteer as a judge? Does your town run a market that you could sell at to expand your reach? Getting out and about removes the restrictions posed by bricks and mortar and can provide great brand exposure.

10

Be

in it to win it

Enter some local business awards. Being able to call yourself an award-winning business gives your brand credibility and, as a result, can increase sales. Even if you don’t win, you might get shortlisted, and that’s something to shout about in itself.

Katherine Richmond runs Woody and Friends, an independent dog boutique and grooming salon in Great Missenden, Buckinghamshire, that stocks everything from food and toys to beds, grooming products, collars and leads.

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

“It’s because we pride ourselves on offering a helpful, friendly, and welcoming place to shop. The whole premise of our concept was to fill the shop with things Woody, my miniature Dachshund, likes so he can effectively recommend them to friends! Also, we never ‘over sell’, so if we can’t help a customer, we’ll always

“Without a doubt it’s personal service, combined with the fact that we offer unique products you just don’t get in large stores. I set up Woody & Friends because I struggled to find nice-looking, quality products near to where I lived for Woody. I didn’t want to buy the same mass market product offering I saw everywhere in the larger stores and grocers. Feedback tells us our customers feel the same way.”

Q How do you engage with the local community?

“We make the effort to support local fundraising events and requests for raffle prizes throughout the year for schools, clubs, or charitable organisations. We have attended local seasonal markets. We generally try to be as involved as much as we can, time allowing. It’s important to us.

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

“I view things from a customer perspective, always thinking about how I like to engage with brands

and what incentivises my loyalty. Loyalty cards are a great idea if you can do them, as is taking the time to really find out what products your customers want. We have a ‘Woody Recommends’ feature in the shop that showcases customers who have bought a specific product and recommend it. It’s been a really nice way to involve our customers directly in what we stock. The majority of them live locally and we’re genuinely committed to building and maintain face-to-face relationships with them. It costs nothing and people remember you.”

Woody and Friends, 67 High St, Great Missenden HP16 0AL www.woodyandfriends.co.uk @woodynfriends

Nobull is a straight-talking marketing comms agency, working with pet brands big and small. Do you have a marketing issue you’d like to see on this page? Email them to hello@nobullagency.co.uk | www.nobullagency.co.uk

We chat to Jessica Heath who with her partner set up a pet shop specialising in raw pet food. When they transitioned their puppy Teddy to raw food, they couldn’t believe the difference it made to their dog’s health. They wanted to share the benefits of raw food with other owners. This led to them deciding to open their own pet shop and it’s a journey they are really enjoying…

Tell us about your shop

“We are Teddy’s Raw Pet Food, based in Whitwick, Coalville, Leicestershire. We opened in June 2022 and have had a whirlwind first year! We have gone from stocking around 3 — 4 different raw food brands upon opening to rapidly expanding to 11 brands, plus natural treats and pet safe cleaning products. We also launched our local delivery service in March 2023 which has been growing in popularity ever since.”

How would you describe your typical customer?

“As a local village shop, we pride ourselves on customer service and having that ‘family feel’. So, our typical customer collects their food and/or treats on a regular basis; most people shop weekly and we have some that stock fortnightly or monthly.

“Most of our customers usually stop for a chat and over the past 12 months we have got to know each other well. We are family run and our customers know our names and know our children too. Most of our customers have multiple pets and visits us for all their nutritional needs. We are getting good at remember names, faces, pet names, and pet allergies too!”

On the shop floor

You’re a stockist of raw dog food. Tell us about why you decided to stock raw.

“We decided to stock raw because it is our passion to feed pets the food that their bodies were designed to eat. Our personal experience of raw feeding has meant happy, healthy pets with shiny coats, clean teeth, and healthy bowels!

“We moved into the village of Whitwick and quickly discovered that we had to travel around 11 miles to purchase the raw food we needed and so with lots of dedication, effort, and research we launched Teddy’s Raw Pet Food and gave our community exactly what they had been looking for!”

What are your best-selling products?

“Our best-selling products are our raw 80/10/10 minces and natural dried treats. Most of our customers feed raw and purchase both the minces and the treats from us. Others just stop by for the treats as raw feeding just isn’t for them — we have converted a fair few though!”

How has business been over the last year?

“Our business has been going from strength to strength. Our customer base has built up rapidly and we’ve had to learn to adapt quickly. The raw feeding industry is certainly not the place to make a quick fortune (especially with the electric bills

the way they are!); profit margins are small, expenses are high, and the hours are long, but we wouldn’t change it for the world. We know we are making a difference to the local community in more ways than one and healthy pets and happy owners are what we’re in this for.”

How do you promote your shop?

“We use social media as our main source of promotion for the shop, particularly Facebook and Instagram. We do other advertisements here and there at local events but primarily, social media has been the source of most of our custom.”

What inspired you to become a pet shop owner?

“We just wanted to make a difference. We knew we couldn’t be the only family struggling to purchase raw food and that there were people out there interested in stepping away from commercial, processed feeding but just didn’t know how.

“We love supporting our customer’s raw feeding journies and seeing the true difference it makes to their pets. It’s what we set out to do and it’s what we’re managing to achieve. We are very grateful that we’ve been able to embark on this journey and we look forward to the future of Teddy’s Raw Pet Food.”

This is your life… in the pet industry

We sit down with John James of James & Steel Ltd. to chat about his journey as he celebrates 50 years in the pet trade

Swap the big red book for the red logo of Pet Product Marketing Magazine and instead of Michael Aspel, it’s Michael Hallam asking the questions. But we go on a ‘This is Your Life’ style look at the brilliant career of importer, exporter, manufacturer, wholesaler, and business owner John James who has reached an incredible 50 years in the pet industry. From how he got started to how pet retail has changed, it’s a fascinating delve into our industry…

You’ve reached an incredible milestone of 50 years in the pet trade industry. Tell us where it all started in the industry for you.

My first taste of working in the pet industry was in 1973, when I answered an advertisement from a company called Osmond and Osmond Ltd of Waterlooville

in Hampshire for a sales agent in the South West and Wales. They were manufacturers of a range of collars and leads, wicker beds and baskets, and coats for dogs and cats, and also a range of wicker cribs and carriers and leather walking reins and harnesses for infants and also acted as wholesalers for other products.

What has been the biggest change in the industry you have seen over the last five decades?

At that time, there were quite a number of companies producing a large selection of good quality collars and leads, and grooming equipment. These formed the base for a number of UK companies to be world leaders in the supply of pet accessories, with notably the only quality rubber pet toys available worldwide coming from Tim Croxford’s business, Happy

Pets, the range of collars and leads from HiCraft, and grooming equipment from Hindes, with Geoff Barford of HPP being a major supplier to many European and Scandinavian wholesalers, and Geoff is the only one of these pioneers still trading today and still driving round Europe in his car visiting customers. These products were about the only accessories available compared to the plethora of different accessories available now. The same applies to pet treats. For cats, there were milk chocolate drops and for dogs there were chocolate drops, sterilised cow bones, and a small range of rawhide bones which were actually produced in Bolton, Lancashire.

The explosion of available accessories really started in the late 70s with products from South Korea and Taiwan. The first of these included collars and leads made in various types of bright coloured nylon, cat toys made in a variety of materials, most

John with the last iconic Happy Hedgehog toy!

notably plastic, and also fur cat toys which, were made with rabbit fur, which was a waste material from the meat industry! This also helped sustain the number of wholesalers who were operating at that time. I can recall about 50 including at least three each in Wales and Scotland!

The biggest new toy was from Taiwan and was the squeaky vinyl toy, made primarily for dogs for the first time. These were to be the main dog toy for the best part of the next 20 years and played a considerable part in the growth of James and Steel. For the first time, we supplied a product range in our own brand, My Pet, and also under other people’s brands, and we became a leading supplier of pet toys in the UK.

We were also responsible for the biggest selling toy in the UK at that time. It was a standing vinyl hedgehog which came in three sizes and which we sold exclusively to Tim Croxford who was the original owner of Cressite and Happy Pet Products. They were marketed under the name of Happy Hedgehog and also Horace Hedgehog. I can’t recall how many containers we sold but Lilly Yang, the lovely lady who owned the factory, told me that it was the biggest selling toy that she had ever made. So, thank you for that Lord Croxford!

You established your own business. How did that come about?

I was with Osmond and Osmond until the early 80s when I left and together with my wife started James Marketing as a consultant and sales agent for a number of companies, together with wholesaling a range of high-quality leather collars and leads, manufactured in Somerset by a lovely man named Roy Thatcher, and a range of knitted dog jumpers which were made by my wife Judy on a second-hand manual machine which her Aunt gave her.

My job in the evenings was to thread elastic through the rear end of the coat to make them sit nicely and sew them up! They also had proper roll necks and looked really smart. They were actually the first products that I exported to the USA. An American lady saw them in one of my customer’s shops and asked the owner to order as many as possible which she then bought from him, at retail price, to take back and sell in her pet shop in New York as she had never seen anything like them in the USA.

In 1988, we decided to move to France so I sold the UK part of my business and continued with my export accounts. After 18 months, a company who I was doing some export work for made me an offer I couldn’t refuse to come back to the UK

Did you know?

It was well known that John had never sent an email in his life. One of the office staff would type up emails from a hand written sheet, send it after John had checked it, and then print a hard copy for John. The team would also print all his incoming mail! Following Covid, John now sends his own emails!

We incorporated Jason’s business into James Marketing in 1993. Jason joined James Marketing on the sales side and, despite having zero experience, met with pretty immediate success and was soon responsible for an impressive amount of turnover. By 1996, my daughter Emma and her husband Martin also joined the business with Emma taking over the administration and Martin looking after our IT.

to develop their export business and also work as a project manager, visiting Asia to find new products. This was at the time that China was just really starting to produce an increased range of consumer goods, including many pet accessories and rawhide dog chews, and a lot of the factories were still under the control of the Chinese army and entering and travelling in China was quite difficult to say the least.

In 1991, I left the company due to a difference of opinion and went back into business as James Marketing, importing goods from Asia and working as a sales agent selling collars and leads made in the UK and a range of rawhide chews from Thailand. Over the next couple of years, the importing side of the business grew and I had started supplying wholesalers, as well as retailers.

As your business grew, it became a real family affair with family values. Tell us about how this developed.

My wife, Judy, had been working in the business since its inception. She has done just about every job there was to be done, from unloading vans filled with boxes of rubber toys and double arctics of cages, to attending exhibitions in Europe as an exhibitor and in the US and China, through to managing some factory visits in Hong Kong when I was stuck in the hotel room with food poisoning.

Then in 1991, my two youngest sons, Saul and Luke, joined the business and my eldest son Jason started his own small wholesale business selling the product range which I was importing. In addition to the imported lines and UK manufactured collars and leads and pet combs, we manufactured a range of wild bird feeders and launched a range of Christmas stockings for dogs, cats, and small animals in a unit in Melton Mowbray.

In the late nineties, Saul decided to ‘go on holiday’ for a couple of years backpacking mainly in Australia returning to the business in 2001 and being followed a month or so later by Miranda who he had met over there. They were married in 2003 by which time Miranda had also joined the business.

At that time, all four of my children and their spouses were employed in the company. When the company was incorporated in 1997, the name was changed to James and Steel Ltd. as Steel is my daughter’s married name and I wanted to

John with Shirley Yap launching Bam for Asia at Singapore Pet Fest in 2022.

include all the family’s names. Eventually, even my two eldest granddaughters were involved in part time work for us, mainly in the packing department! Both now have very successful careers outside the pet Industry, but have maintained their interest in the business and are now creating our social media activity in their spare time, something which we have so far neglected badly.

How do you think pet retail has changed during your time in the industry?

When I was first in the trade, pet products were sold almost exclusively in traditional pet stores and corn and seed stores, but the 70s saw supermarkets starting to increase their offering, initially with the basic food lines but they have gradually added more specialty brands and products together with a wider range of accessories.

In 1991, the first Pets at Home store was opened by Anthony Preston who at the time owned a wholesale business in Manchester called R and B Pets effectively run by Mike Witworth who is still in the trade running a successful retail business in Manchester. In the mid 90s, American giant PetsMart bought the other UK chain store, Pet City, from Giles Clark, with the intention of making it into a ‘Category Killer.’ It was an abysmal failure, eventually selling out to

Pets at Home five or six years later.

While the advent of the super chain was foreseen as the end of the traditional independent pet store, it actually had the effect of shutting the old poorly run and usually smelly ones and showing the better ones how to improve their businesses.

Of more recent impacts are the three letters which frighten all bricks and mortar businesses: WWW. Obviously, the internet

boom as had its effect, although once again not nearly as badly as was feared or as badly as some sectors.

The most recent change of all and, in my mind the most dangerous, is the advent of the high street retail chains, who now all have pet sections in their stores and some are quite large sections. However, the specialist trade has plenty to fight back with. They can offer the

John has worked on many leading pet brands.

He still gets on the factory floor.

level of personal customer knowledge, product knowledge, friendly service, advice, flexibility, and many other reasons why most people with a pet would choose them. My advice would be to sell on quality not price, therefore avoiding brands which are readily available in discounters which use their only tool of price and that specialists cannot compete with.

What have been the highlights of your career?

The major projects over the years include:

● We launched the first universal car safety lead for dogs under the Dog Life brand. Recently, we have launched a second version with an isofix fitting added under the Sotnos brand, which was redesigned by my son Saul and his wife Miranda.

● We were the first to offer commercially dried fish dog treats in the UK.

● Introduced large wild bird suet balls into the UK.

● Imported the first Plush dog toys into the UK.

● More recently, we launched BAM! a

range of high quality cat toys filled with Premium 100% natural North American catnip and made in the UK and within 18 months have established it as a leading brand with exports to Europe, Scandinavia, and most countries in Asia.

What are James and Steel currently working towards?

We have recently launched many environmentally friendly products including rubber toys, rope toys, plush toys, collars and leads, and vegetable dog treats, and are committed to increasing these and other ranges.

We are currently working in conjunction with Mr Bug producing a UK range of ethically produced dog treats using insect protein as the sole source of protein, grown in the only DEFRA-approved facility in the UK. Insect protein is a really good food source with many different benefits both for the pet and for the planet.

How does it feel to be such a recognisable face in our lovely industry?

It is certainly nice to know so many people in our industry and I suppose I am quite a

Didyou know?

well-known figure at pet trade exhibitions. I believe that exhibitions are really important to see new products, get new ideas, and meet new people who may have different perspectives on the industry. I suppose I am quite a well-known figure at trade exhibitions worldwide, having attended these since the early 1970s, including every PATS that has been, a couple of Interzoo when they were held in Wiesbaden, and every one to have been held in Nuremberg, as well as every Zoomark since the mid1980’s and almost every other European exhibition since 1990, together with exhibitions in China, Singapore, Australia, the USA. Scandinavia, and even Poland — I’ve probably forgotten some too!

I am a member of PIF and PetQuip and I am very proud to say that both have honoured me with Lifetime Achievement Awards — I believe that I am the only person to have both — among the various awards for our product innovation.

James and Steel only work with pet shops — they do not supply supermarkets or discount stores.

John receiving his lifetime achievement award from PetQuip.

HEALTH LUMP IT!

QMy eight-year- old Labrador has a lump on her neck near where her collar sits. Should I be worried about it?

Karen Reece, West Midlands.

VICKY SAYS: I recommend that any lump larger than a pea, one that has been present for more than a month, or one that starts to change or irritate a dog, should be checked out by a vet. Sometimes we can make a good guess at the type of lump by its size and appearance, but in many cases we need to take a sample to tell you if the lump is benign or cancerous. Tests include a fine needle aspirate, where a needle is used to

take some cells, or removing larger sections under an anaesthetic. Even non-cancerous lumps may need removing if they are in an awkward place like under the collar.

Dog Answers

LOVE STORIES

QHow do I know if my dog loves me? My terrier-cross isn’t very affectionate and seems to be happiest in his bed far away from me!

Charlotte Bailey, Cheshire.

TAMSIN SAYS: Don’t worry, you’re not alone! Early results from Dogs Trust’s ongoing Generation Pup research, following 10,000 dogs’ entire lives (check out generationpup.ac.uk) revealed loverelated words were used most often by owners to describe their relationships with their dogs. But how dogs experience love isn’t automatically the same as humans, and affection and love aren’t necessarily the same either. Dogs are naturally groupliving, social animals, benefiting from companionship and shared experiences. Feeling safe is vital for their quality of life, so providing comfy, secure homes and being consistently kind, gentle, and predictable when interacting with dogs is a foundation for loving relationships. When we represent safety and a provider of everything dogs need in positive, enjoyable ways, the

stronger our bond grows. Perhaps love is them wanting to be with us because they recognise this opportunity to do things that feel good. If your dog appears keen to get involved with what you’re doing, for the sheer reward of just being with you, that might be love. I feel my dog loves being with me because she understands that I produce food, access to lovely walks, and fun games... and I love that!

If you’re worried your dog’s avoidance, book a vet check to rule out any medical cause for concern. You could always book a session with an accredited dog trainer too (see the Association of Pet Dog Trainers) to give you ideas for connecting and having different kinds of fun together.

WHAT IS WATER INTOXICATION?

QI was online recently and came across an article warning dog owners about the dangers of water intoxication. I’d never heard of this, and our five-year- old Labrador is a keen swimmer. Can you tell me more about it? How would I know if my dog was suffering from it and what should I do if I suspect water intoxication?

Leanne Rogers, Dorset.

VICKY SAYS: Water intoxication is uncommon, but it has recently been discussed a lot on social media. If a dog ingests too much water at a time this dilutes sodium levels in the blood. The kidneys react by producing lots of dilute urine to keep things in balance. Mild water intoxication is seen as a swollen belly, abdominal pain, excessive urination, and sometimes vomiting.

If the fall in blood sodium concentration is too rapid the kidneys can’t act fast enough. As the blood is now containing less sodium than the cells, water flows into the cells causing them to swell. The swelling of brain cells can cause incoordination, confusion, collapse, seizures, and coma. Dogs can develop water intoxication rapidly while on a day out near the water, or they may show symptoms hours later. Most cases have been associated with dogs repeatedly chasing and catching toys in the water as they accidentally swallow water while doing so. Calm swimming and controlled retrieves are less likely to cause a lot of water to be swallowed, but keep sessions short with breaks on dry land.

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

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

COMPANION

Is Guinea Pig Awareness Week on your radar? Running from 25th — 29th September, it’s the perfect opportunity to shine a light on these small pets. Historically, guinea pigs may have had their unique needs overlooked but times have changed. Once widely regarded as ‘starter’ or children’s pets, 75% of owners now describe guinea pigs as adult or family pets. With the number of guinea pigs in the UK doubling in the last few years, and specialist pet stores being viewed as one of the most trusted sources of information on small pets, it’s vital that retailers can offer both high quality products and valuable advice. So, first things first…

Nutritional excellence

Optimum nutrition is key to guinea pig health and well-being and as knowledge has increased, dietary recommendations have evolved. Higher fibre diets and the ad lib feeding of hay have been instrumental in

All you need to know about guinea pigs: a guide for retailers

improving guinea pig digestive and dental health. Recognition of the detrimental effects of sugar, with a focus on the importance of no added sugar diets, has also been of great benefit. Diets that have become more aligned with natural nutrition and better support small pet health and well-being have been a major contributor to increasing lifespans.

The main difference between guinea pigs and other small pets, like rabbits and hamsters, is their high requirement for vitamin C. Guinea pigs cannot produce this essential nutrient and it can rapidly degrade in foods, especially if exposed to heat, light, and moisture. In addition to leafy greens, a high-quality guinea pig food with stabilised vitamin C, as is found across the whole of the Supreme guinea pig dietary range, is important to keep guinea pigs healthy.

Food For Life: lifestage diets for longevity

A relatively recent development in the world of guinea pig nutrition is the advent of junior diets, offering nutrition tailored to the needs of youngsters. Science Selective Junior Guinea Pig Food has enhanced levels of vitamin C to support developing immune systems, plus smaller nuggets for smaller

mouths. Higher protein and correctly balanced calcium and phosphorus helps to support growth and skeletal development while the Junior diet also contains all the essential amino acids that young guinea pigs need.

Lifestage diets have been a firm fixture in the dog and cat food category for many years, and there is a growing demand for the equivalent offering for small pets, helping to give young animals the best start in life.

From the age of 20 weeks, gradually transitioning to Science Selective Adult Guinea Pig Food helps support continued health and well-being; high fibre promotes optimal dental and digestive health and

Free webinar: Food For Life: age-appropriate feeding for guinea pigs

Join Craig Tessyman, RVN, and Molly Varga, RCVS recognised exotics specialist and Supreme’s veterinary adviser, for a free webinar on ‘Food For Life: age-appropriate feeding for guinea pigs’. Hosted by Supreme, the webinar will air on Tuesday 26th September at 4pm. To sign up, email experts@supremepetfoods.com

reduces the risk of obesity, while calcium and phosphorus levels are optimised for adulthood.

A social nature

Next on the list is company. Guinea pigs are social creatures. In the wild, they live in small herds. As pets, they don’t need quite such a large group but many owners are still unaware of exactly how important companionship is.

The best way to provide guinea pigs with the social interaction they need is to keep them in a bonded pair or small group, and for any owner considering getting a guinea pig, companionship should be one of the first things you discuss. Guinea pigs should ideally be sold in bonded pairs and if owners are seeking a companion for an existing singleton, it’s important to offer advice on the bonding process. Of course, it goes without saying, that not only do rabbits and guinea pigs have different housing and nutritional needs, but the two species also exhibit different behaviours and so are not suitable companions.

Housing essentials

A hutch and run are some of the largest purchases new guinea pig owners will need

Bonding top tips

● Introduce on neutral territory

● Provide treats and hidey holes for a positive, stressfree environment

● Pick complementary personalities to avoid conflict

● Neutering increases the chances of success

● Youngsters are often easiest to bond

● Time and patience are key

to make. Gone are the days when a small hutch was seen as sufficient, but many owners still underestimate the space (both indoors and outdoors) that will be required.

While spending time outdoors, with opportunities to graze and forage, is beneficial to well-being, housing pets indoors for at least some of the time is increasingly popular with owners. Stocking suitably sized hutches can be challenging in many retail outlets where shelf space is at a premium, but this indoor trend can present a good opportunity for retailers. Flexible pens that can be connected to provide a space for an exciting and enriching environment are increasingly popular. Incorporating photographs of ideal home set-ups into a display can help guide novice owners.

Of course, guinea pigs can benefit from being outdoors, especially in the warmer months, so even if store space precludes an offering of suitably sized outdoor hutches, owners will still turn to retailers for advice.

Guinea pigs need a large run to exercise

in and a smaller, secure shelter to rest in. The bigger the better — the RSPCA suggests the absolute minimum size hutch for a pair of guinea pigs is 1.2m x 0.6m metres, but ideally their main housing area should be at least 1.5m x 1m for a pair or trio, with enough room for them to stand up on their back legs. This should be attached to a bigger run for exercise. Larger groups need more space and a converted shed can offer a good solution.

Helping with health

Meeting the dietary requirements of guinea pigs is the single most important thing owners can do to keep their pigs healthy. However, learning to spot the signs that all is not quite right is equally important. Small pets can deteriorate rapidly and prey species typically hide signs of illness until they’re very unwell so urgent veterinary assessment is warranted. Early signs of illness are often subtle, and can easily be missed, especially by inexperienced owners.

Retail support

Specialist pet retailers play a large part in educating guinea pig owners and in so doing have played an important role in improving the health of the nation’s pet population. Gaining a reputation as a great source of nutrition and husbandry advice also helps create bonded customers who return instore time and again. Looking to top up your nutrition knowledge? Sign up for our free webinar brought to you by Molly Varga, Supreme’s veterinary adviser and an exotics specialist, and Craig Tessyman RVN.

Signs of illness

● Increased hiding

● Reduced activity

● Avoiding foods that are harder to chew, such as hay

● Reduced appetite

● Reduced or abnormal faeces

● Unkempt coat

● Weight loss

With a long-standing ethos of supporting retailers, Supreme also has a comprehensive range of merchandising materials. From care guides to loyalty cards and money off next purchase coupons, Supreme’s POS materials are ideal for creating eye-catching in-store displays to start conversations and educate customers. Supreme also offers free samples of Science Selective lifestage food. With highly palatable diets like Science Selective, these samples can prove highly effective in starting pets on a lifelong journey of optimum nutrition.

By staying informed, retailers can continue to excel in their role as trusted sources of information and guidance, ensuring guinea pigs lead happy, healthy lives and that specialist retail remains the go-to destination for all things guinea pigrelated.

Claire

Hamblion Marketing Director at Supreme Pet Foods.

Things that annoy cats...

and how to avoid them

Mistaking a social roll for wanting my tummy rubbed

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

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

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

International Cat Care Alex Taylor.

“When a cat rolls over on their back, they obviously look super cute. When they move around like that, it’s called a social roll. It can be an invitation for play and it means they are relaxed but it is not an invitation for a belly rub, and most people misinterpret that.”

As most cats will not be keen, it’s good advice to not touch that area as you are highly likely to be told to get off in no

uncertain terms. And ignoring their feelings on the matter could have consequences.

“For some cats, it could be upsetting and of course if an owner does that, and the cat then claws the owner and they get a nasty cat scratch or even a bite, that could absolutely damage the bond between them because the owner is going to be upset and the cat is going to be upset as well. And if

that cat is anxious or even fearful around the owner because they keep doing that, they may perhaps even avoid the owner or might start being aggressive.”

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

Hopping on to kitchen work surfaces, pushing something off a table, scratching

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

Cats don’t understand the concept of being naughty.

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

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

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

If they are shouted at, or even punished, it is unlikely to have the effect of teaching them that the behaviour is naughty, she says. “I think it would potentially lead to the cat becoming scared of you rather than being aware of what they’ve done wrong. If you were to do something, like spray them with water or yell at them, they’re going to associate that unpleasant feeling that they’ll get from that with you, rather than with what they were doing.”

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

Putting my litter tray in the wrong place

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

“Cats like privacy when they toilet,” says Alex. “That’s because they want to feel safe and they don’t want to get interrupted by other cats.

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

In fact, placing your cat’s litter tray in any busy area can be a problem. “If that tray is somewhere that’s busy and there’s lots going on, maybe there’s loads of kids and maybe

there’s other cats as well, then that cat is much less likely to use it,” says Alex It’s ideal — especially in multi-cat households — to have a tray for every cat and then one additional litter tray. Even if your cat toilets outside, it’s still a good idea to keep a litter tray in your home just in case.

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

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

Touching my paws

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

“Cats’ paws are extremely dense with nerve endings,” says Sam. “It’s one of the most sensitive parts of their body because that’s where they’re making contact with the ground, perhaps exploring foods and objects. They’re very sensitive and I think when we touch a cat’s paw, that’s really invading that very sensitive area.” Paws are an important part of a cat’s body as Alex explains. “They are little survivalists so they’re programmed to only have themselves to rely on to get food. They use their paws and their pads when they hunt because it keeps things nice and quiet, and they use their claws for grabbing prey. So, they need their paws to function, essentially to survive. But they also use their paws for

communicating with other cats by releasing pheromones and odours from their planter (large) pad glands. And they need their claws and paws to defend themselves as well. So, if the owner suddenly starts touching the paw, then that might not be pleasant for the cat.”

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

Ignoring the signals when I’m swishing my tail

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

Cats want privacy when they toilet.

Cats paws are highly sensitive.

and one of the signals is a flick or a swish of a tail.

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

need any more.

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

Giving me too much attention (or not enough attention)

The last few years have been a case of feast or famine in terms of attention for some pets. They had more time with us than ever during the lockdowns, but as things have got back to normal, they may have had to cope with changing routines and not having us on hand quite so much. For cats, each scenario could cause frustration. The answer, as with so many cat-related situations, is to be led by them.

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

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

Give your cat the right amount of attention.

it doesn’t always mean that they want to interact.

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

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

“When they’re getting frustrated because they’re not getting enough attention, I would say you probably need to speak to

a behaviourist if the cat is being aggressive towards the owner or when they can’t predict when it’s going to happen.”

Waking me up when I’m having a nap Stroking a sleeping cat is tempting when they’re lying there so snuggly — but think twice.

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

must be ready to defend themselves.

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

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

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

PUZZLE ANSWERS

CROSSWORD

Across: 1 Stream, 4 Tartar, 9 Arabica, 10 Apron, 11 Extra, 12 Iron Age, 13 At a loose end, 18 Mistral, 20 Paste, 22 Louse, 23 New Wave, 24 Trowel, 25 France.

Down: 1 Shaven, 2 React, 3 Abigail, 5 Alamo, 6 Terrain, 7 Runner, 8 Maginot LHidden anagram: ine, 14 Testudo, 15 Empower, 16 Amulet, 17 Serene, 19 Reeve, 21 Stain.

PPM Puzzles!

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!

SPOT THE DIFFERENCE

Can you spot the five differences between these two pics?

Across

1 Affluent; torrent (6)

4 Generically, along with the Mongol, one of the hordes of Genghis Khan (6)

9 Shrubby tropical tree widely cultivated for coffee (7)

10 Overgarment: fringe (5)

11 In Australian cricket, what’s called a sundry (5)

12 Part of the late Megalithic period (4,3)

13 Twiddling one’s thumbs; without purpose (2,1,5,3)

18 In 25, strong north wind that blows through the Rhone valley (7)

20 Adhesive; spread (5)

WORDSEARCH

LASSIE PLUTO

MARLEY SCOOBYDOO SNOOPY BEETHOVEN HOOCH

Down

1 Clean-cut (6)

2 Change chemically (5)

3 Wife of David in the Bible, formerly married to Nabal (7)

5 The -----: site of the Texans’ battle against the Mexicans in 1836 (5)

6 Landscape; topography (7)

7 Narrow strip of carpet as on a staircase (6)

8 Fortification built before World War II to protect 25’s eastern border (7,4)

14 Roman battle formation with shields linked as one (7)

15 Authorize; enable (7)

16 Lucky charm; talisman (6)