Pet food firm hops down a rabbit hole with its new retail range

By Hull Daily Mail | Posted: 12 Jan 2018

An East Yorkshire pet food firm is expanding with the launch with a new range for the grocery sector.

Burgess Pet Care, based near Goole, is launching a selection of products from its commercial Excel range of small animal food, to be sold at supermarkets and regional stores.

The firm says it is trying to increase the number of quality pet food options and is seeking to educate pet owners on their animals’ dietary needs.

Burgess says it hopes that owners of small animals, such as rabbits, will use its food rather than muesli, which it says, according to research by Edinburgh University, can lead to health problems in the animals.

Peter Lancaster, head of marketing at Burgess Pet Care, believes that by increasing the amount of quality food options available for small animals in the grocery sector, new owners will become more aware of the risks of feeding muesli style diets.

He said: “A significant proportion of small animal food sales are through the grocery channel and many of these sales are of muesli-based products.

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“As the health and wellbeing of animals is our number one goal it is important that we ensure that we provide quality nutritional options to owners who buy the food for their animals from supermarkets."

Burgess has organised Rabbit Awareness Week since 2006, an entire week every year dedicated to raising awareness around the welfare needs of rabbits.

The firm says it continues to invest in other welfare campaigns, research and supporting the work of independent charities and rescue centres.

Staff at Burgess Pet Care

Burgess Pet Care was also named as Exporter of the Year in Hull Daily Mail Business Awards 2017 in November, after increasing international distribution to over 30 countries.

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Mr Lancaster highlighted that the Burgess focuses on trying to improve the nutrition in food eaten by rabbits and other pets.

He said: “Our move into the grocery sector means that we will be able to educate more small animal owners about the importance of correct nutrition.

“All retailers should feel confident that Burgess Excel will continue its leadership in driving forward the welfare of small animals.”

“We will continue to support our customers in the specialist pet trade with a dedicated team visiting independent stores.

“Burgess remains committed to ensuring the highest quality nutrition for small animals through the Excel range.”

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