Award for pet food innovation

Mat Cockroft, left, Daniel Eha and Amanda Sizer Barrett, of PetQuip
Mat Cockroft, left, Daniel Eha and Amanda Sizer Barrett, of PetQuip
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Pure Pet Food is quickly gaining a reputation as dog’s best friend!

The West Vale company supplies dog food which is fit for humans to eat and won the Pet Product Innovation of the Year category at the PetQuip Industry Awards held recently in Harrogate.

The company uses a dehydrating technique to preserve natural ingredients including meat and vegetables leaving the owners’ to just add water.

Friends Daniel Eha and Mat Cockroft, set up the business earlier this year and already service more than 60 pet shops with a range of dog food.

“It was always our intention to provide a product that could provide pet specialists with a genuine point of difference,” said Mr Eha.

The business is now targeting improving its point of sale material to help retailers engage with customers about the food range and the new refreshing options available.

“Our food is lightly air-dried and totally new and it’s about building awareness at the moment for us and we are growing through pet specialists,” said Mr Cockroft.

“It’s fantastic to know our products now have that extra credibility which comes with the award.

“We didn’t set out with a major plan for aggressive growth, but it’s been great to see how big a demand there has been for the products, which has allowed us to grow in an organic way.

“We see ourselves as apart of a movement of independent producers, working together to raise the bar in our industry.”