Pure Pet Food rolls out across UK

A YORKSHIRE pet food manufacturer is poised for aggressive growth, as its products are rolled out across the country.

Pure Pet Food was founded earlier this year by childhood friends, Mathew Cockroft and Dan Valdur Eha in Halifax. It has quickly grown and is now available in over 50 locations throughout the UK, mainly in independent pet stores, farms shops and vets.

The pair claim their offer is different to other pet food retailers as products are dehydrated and are of ‘human quality’. Dehydration removes the moisture from the food making it last longer, whilst preserving the natural goodness of the ingredients.

The process means Pure foods are around four times as dense in nutrients, vitamins and minerals as in fresh fruit and veg, according to the business. 

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

“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.

“The retailers we work with seem to really appreciate that when they stock Pure they know they have a product, which their customers aren’t going to be able to get at the grocery store or find heavily discounted online. At the same time, we rely on the expertise that specialist stores can provide to their customers, explaining the advantages of feeding a low processed option like Pure, which is a relatively new concept for owners.”

Pure Pet Food has received a further boost by claiming Pet Product Innovation of the Year at the inaugural PetQuip awards last month.

The entrepreneurs have also recently launched an additional retail pack for each of its stockists which includes branded feeding bowls or “Rehydration Stations”.

“We want to try and make the Rehydration Station a key part of our space in store and hopefully provide a little theatre to help retailers engage with their customers about the range and demonstrate that there are refreshing options now available,” Mr Cockroft said.

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