Yorkshire-based Pure Pet Food says it is at the forefront of a global trend for the finest, human grade foods for dogs, shipping its recipes to more than 50 countries worldwide.
Meals are delivered in dehydrated and freeze-dried form with dog owners simply adding water to create convenient, low processed meals for their four-legged friends.
Pure Pet Food was set up in 2012 by childhood friends Mathew Cockroft and Daniel Valdur Eha using a £3,000 overdraft and making the early food with a small dehydration machine in Dan’s kitchen. Since then, the pair have moved to a 4,000sq ft facility in Halifax and have a range of 16 different products, including complete recipes, mixer recipes, starter packs, and treats and toppings.
INVESTMENT
Sales figures have grown by nearly 900% over the last four years alone and the company now employs nine full-time staff, having created seven new jobs to date.
The business recently secured £2m investment from NVM Private Equity, which will help accelerate its plans to launch new products, add to its team and expand its offering throughout Europe.
Pure Pet Food co-founder Mat said: “Although traditional dry biscuit and tinned pet food provides a cheap and often economical option, owners are becoming increasingly aware of the low-quality ingredients and extreme heat and pressure used during manufacture.
“Healthier alternatives include raw and fresh cooked pet food, which, although providing far higher levels of nutrition, come at a much higher price, too.
“We wanted to provide the best of both worlds – pet food that is healthy and low processed, without the hefty price point.
PHENOMENAL
“The response we’ve received over the last seven years has been phenomenal and customers are always getting in touch to tell us how Pure has helped with their pets’ various illnesses and ailments.
“Raw feeders and home cooks are even keeping a pack of Pure food in the cupboard, for when they forget to defrost their meat or don’t have the time to prepare their own meals.
Co-founder Dan added: “We’re proud to create pet food good enough for human consumption – something we even demonstrated on Dragons Den a few years ago, when Peter Jones asked us to prove it.
“Because the overarching ethos that drove the brand at the start still stands – why would you feed your pet something you wouldn’t eat yourself?”
