Pure pet food is already gaining national acclaim

Mathew Cockroft and Daniel Eha with their new dog food.
Mathew Cockroft and Daniel Eha with their new dog food.

Why feed your dog something you wouldn’t eat yourself? That’s the question behind a new business dreamed up by two boys from Bradshaw.

Why feed your dog something you wouldn’t eat yourself? That’s the question behind a new business dreamed up by two boys from Bradshaw.

Young entrepreneurs Daniel Eha, 25, and Mat Cockroft, 27, have created a revolutionary new dog food - which is fit for humans to eat.

Pure pet food will be launched next week after 12 months of planning, research and taste tests by friends, family and pets.

It uses a dehydrating technique to preserve natural ingredients including chicken, duck, vegetables, liver and other nutrients and works on the basis that many dog owners want to feed fresh and tasty ingredients to their pets - without the inconvenience of preparing meals.

Dan and Mat pooled their knowledge for the business, having grow up together on a farm in Bradshaw, surrounded by animals and fresh veg on allotments. Dan said: “We’re both real animal lovers and when Mat had a dog he couldn’t understand why food packs would say chicken and duck but they’d be in these little brown biscuits shaped like a dog bone on things.”

The pair saved up to buy a small dehydration machine and developed recipes using natural ingredients - and the results went down a storm.

Now - thanks to the backing of Calderdale Council business funding - they have secured a factory near West Vale, regulated by human, rather than animal, food authorities, to create their products. Dan said: “We’re very excited. It’s been hard getting to this point - people telling us it can’t be done but we peservered through every step and are ready to bring it market now.”

Visit www.purepetfood.co.uk from Monday March 25 to order.

***Dan and Mat’s Pure pet food business has been shortlisted for the national innovation ‘Grand Ideas’ Award through energy company Shell.
They are pitted against nine other business ideas and stand to win the cash prize of £1,000. They also a government-backed innovation award from Calderdale Council.

Mark Thompson, the council’s head of housing, environment and renewal said: “We’re thrilled with Pure Pet Food’s success story.

“The Council helped the business get started by offering advice and support, and encourages other local people to get in touch if they are thinking about starting their own business.

“We work with private and voluntary organisations and offers training, one-to-one meetings and popular monthly ‘Start Your Own Business’ drop-in sessions, to provide guidance to people who are interested in becoming self-employed.

“We also offer an Innovation Grant as part of our ‘Business Growth Calderdale’ scheme, to help local businesses thrive.

“Small and medium businesses are encouraged to apply for this to help them create new products and services to increase their competitiveness and growth.

“Pure Pet Food applied for this Council-funded grant, which has helped turn their innovative ideas into reality.”