Pictured above: Jill Angell, Founder of Fish4Dogs promoting
Star Treats voted PPRA Best New Product of the Year 2009.
Leading Worcestershire-based pet food company and seafood
specialists, Fish4Dogs has won a major industry accolade. Their
range of Star Treats has been voted the Pet Product Retail
Association's (PPRA) Best New Product for 2009.
The PPRA Awards were formed to reward and recognise excellence
within the pet industry.
Fish4Dogs was founded in 2004 by husband and wife team, Jill and
Robert Angell. Both worked for over 15 years as consultants in the
seafood industry. Robert was responsible for buying and selling
huge quantities of fish all over the world, buying from the Russian
fleet and then selling to processing companies.
Jill worked in marketing, predominantly in research and new
product development looking at ways to use the parts of fish which
humans do not eat. Only about 50% of each cod caught is eaten which
ultimately leads to massive wastage that ends up in landfill sites.
Appalled by this huge environmental waste when there was so much
goodness left in the fish, Jill went on to research ways in which
it could be used.
Seeing the health benefits of a fish diet in humans, Jill
realised that the petfood market under-used fish as an ingredient
in their products. She and her husband then went on to research the
benefits of feeding fish to pets and together developed a range of
complete foods and treats for both dogs and cats. Fish4Dogs believe
that the better quality food you feed your pets, the healthier and
happier they will be and this underpins the thinking behind their
product range.
Fish4Dogs is now one of the leading petfood companies in the UK
seeing remarkable growth in just five years. From their
Worcestershire premises, they now export to over thirty countries
and Jill and Robert are just about to embark on another round the
world trip to promote their ranges in regions such as the Far East
and Thailand.
Star-shaped Treats for CATS contain Taurine, and are packed with
Omega 3 and Salmon Oil. No additives, preservatives or
colourings are used in any of Fish4Dogs natural products, and they
are all gluten-free.
Super Stars Training Treats for DOGS are also a winner,
according to members of the PPRA. Packed in 50g 'clicker-top'
tubs, and available in attractive shelf-ready boxes, these Star
Treats are beloved by dog handlers, trainers and pet owners all
over the country. The treats are used extensively by the
Cambridge Institute of Dog Behavior and Training which is funded by
Middlesex University along with other well known dog trainers such
as Carolyn Menteith.
"Dogs love them" says Jill Angell, Marketing Director of
Fish4Dogs. "We coat the Star Treats with a very concentrated
Salmon Oil, which holds the dog's attention for a very long time!
We are ecstatic that the pet shops have voted for
Fish4Dogs and very grateful to everyone who voted for us."
Fish4Dogs will be presented with their award at a champagne
reception at the Glee Exhibition on 21 September.