Pet mini mag

Pet Product Marketing
The leading magazine for the pet trade www.petproductmarketing.co.uk August 2016
Palm-size
Pets
Victoria's secret – why royal rats sparked
the rise in domesticated animals
Call of the
Wild
Profi t-boosting foods for
garden-dwelling creatures
Business tips this issue
Add and
subtract
What you
need to know
about bonuses
and PAYE
deductions
Ingenious
inventions
An inventor
shares the
secrets of
creating and
patenting new
pet products
Don't forget to put
the next big pet trade
show in your diary for
autumn 2016!
Diets to
dine for
Special foods to suit
sensitive spaniels and
cautious collies
Alright
on the night
Stock the best pet beds
and you'll sleep
soundly, too
Deadly diseases
The fi shy business that
can damage and destroy
your aquatic livestock
Inside!
Cash in on
Christmas with
our special
supplement
Lovingly made by the same
Yorkshire family for three
generations.
For more information, email info@waggfoods.com
www.waggfoods.com

Product
Collars, leads and harnesses
Product
Collars, leads and harnesses
A new age of
collar cool
Thinking is constantly changing around the best ways to control and
train pets to keep them secure. Here’s how to ride the wave of current
trends and brighten up your store in the process.
WORDS BY PPM EDITOR SALLY PEPPER
Dogmatic’s head
collar is a popular
way to train rescue
dogs to walk at heel.
Buying a dog collar has
always been an act of love,
with owners taking pleasure
in the process, from the
moment they come to the store to
stroke the handcrafted leather to
the day they take delivery of the
engraved name tag. The difference
today is that there has been an
explosion in design ideas, inspired
by new materials, and new thinking
from pet behaviourists.
Dogs still have to wear collars
by law: The Control of Dogs Order
1992 requires that any dog out
in public must wear a collar
with the name, address and
postcode of the owner
engraved or written
on it, or on a tag.
Local bylaws
often demand
that dogs are
kept on leads,
and an owner
can go to jail
for six months
if their dog is
dangerously out
of control.
All this means
that collars and
leads are essential kit.
They are also vibrant and
exciting parts of retail. At PPM,
we are always astonished when
Halti harnesses are
available in lots of
colours.
we go to shows and see more great
designs in this area than in any
other within the pet trade. If your
collar and lead area in the store
needs a bit of a refresh, here are
some of the key trends to look
out for.
Idea 1:
Positive training
Let’s face it, untrained dogs often
pull, and in retail one of the best
things we can do to keep an animal
away from a sad life in pet rescue
is to help its owners over harnesses
and collars. In past decades the
emphasis has been on controlling
a dog using its collar, and chain
‘choke collars’ were common.
Fortunately, thinking has moved on.
Choke collars are
largely discredited, and
training methods have
shifted away from a
punishment model
towards a reward
model. When
a dog pulls
against, or an
owner yanks
on a collar,
it can cause
permanent
damage to the
dog’s vertebrae.
It can disturb the
dog’s behaviour
and even impair the
function of its thyroid.
When a dog often pulls
it’s better for the owner
to take the lead anchoring point
away from its neck – instead using
a chest harness or a head harness
such as the famous Halti.
Two of the leading schools of
thought around dogs who pull
centre on different views over
dog dominance. Dog trainer Cesar
Millan advises: “walking in front
of your dog allows you to be seen as
pack leader. Conversely, if your dog
controls you on the walk, he is pack
leader.” However, leading New York
dog trainer Victoria Stilwell, who
learned her trade working as a
dog trainer in Wimbledon, is an
advocate of positive training
methods. She says that the
notion of the pack leader is
often misunderstood because
people are thinking about
what dominance means
in the human, rather
than the animal world.
She says: “Dogs do not
pull on the leash while
being walked because
they want to be pack
leader, top dog, alpha
or dominant over
their human. There
is a much simpler
explanation that does
not give credence to
the myth that dogs are
on a quest for world
domination.
“Dogs love to be
outside, and the walk
is a stimulating and
exciting part of their
day. Having to walk
calmly by a person’s
side when the only
thing a dog really
wants to do is run
and investigate
Victoria Stilwell: the
modern-day Barbara
Woodhouse.
his environment requires a
degree of impulse control
that can be very difficult
for some dogs.”
Victoria is among the
many dog trainers who
advocate the use of a
chest harness, with an
anchoring point on
the dog’s chest as well
as its back. Clipping
a double ended lead
onto such a harness
allows the owner to
give the dog much
greater input over the
speed and direction
of its movement.
Customers who are
visiting dog trainers
will want their local
retailer to be in a
position to supply
them with such dual
mount harnesses, and
with leads that can swiftly
change from single mount
to dual mount while
out walking.
Ruffwear’s colours
will please all
customers.
Idea 2:
Inspired by the great outdoors
Pet owners are increasingly aware
of the benefits of walking for
their own health, so leash and pet
equipment styles are increasingly
inspired by trends in human fitness.
Ruffwear, for example, has a range
of harnesses designed to work for
owners who hike or do watersports.
There are backpacks dogs can
The only time when pulling
on the lead is a good thing!
Ruffwear’s kit is for active
dogs – and their owners.
wear, to carry their own water
and supplies and increase their
exercise level, while balancing
the weight securely around their
body. Ruffwear’s among the
companies that offer a complete
omnijoring system comprising
specialist harness, towline
and owner hipbelt, so that
the owner can run with the
dog hands free. Ruffwear
and Hurrta are among
the suppliers who
offer leads inspired
by climbing rope.
These come with
karabiners instead
of the traditional and
sometimes fiddly hook fasteners.
The leash is easily knotted, helping
the owner to maintain a strong grip.
Idea 3:
Today’s dog has multiple leads
The Flexi lead was voted one of
the Brands of the Century by the
German Standards Commission,
and deservedly so – the
introduction of the retractable dog
lead, by Flexi, in 1972 has changed
dog walking perhaps more than
any other product. It’s the ultimate
convenience product for dog
walkers, however many find they
also need a shorter, single length
lead, for more directive control
Halti retractable
leads are both
functional and fun.
Ruffwear’s Frisco leather
range are premium products
for the style savvy.
while town and road walking. Add
to that a long tape lead for training,
and leads that allow more than
one dog to be walked together, and
dog owners have many reasons to
return to their local pet shop for
more kit.
The Flexi brand is still going
strong – what started with a chain
saw mechanism 40 years ago
has evolved into a set of internal
workings which are more complex
in their engineering than owners
often realise. A number of rival
manufacturers are also in the field
including the bright coloured
and durable Viva range, and a
an exciting new range from The
Company of Animals. This
range brings a large
number of lead and
colour options
together under
the well
known
Halti
brand.
Idea 4:
Rethinking health and wellbeing
The demise of the choke collar
is far from being the only area
in which animal health research
has had an impact
on collar design.
In recent years
the use of
pesticides in flea
and tick collars
has also come
under scrutiny
for possible
adverse reactions,
especially
among smaller
dog breeds.
Substances to be
aware of in terms
of risk include
permethrin,
cyphenothrin
and phenothrin,
which can be fatal
to cats and can
trigger extreme
Flexi in neon allows
for greater freedom
and visibility.
Adaptil can help
calm nervous and
anxious dogs.
reactions in dogs. In 2014 pet
health company Bob Martin
took the decision to remove
permethrin from its cat flea collars
and treatments. The Veterinary
Medicines Directorate has advised
care over cats who
can be poisoned
if they come into
contact with a dog
recently treated
with permethrin.
However, there
are more positive
developments
in pet health
and collars. In
particular, the
Adaptil collar
is infused with
synthesised
versions of
pheromones,
helping a nervous
dog to remain
calm while out
and about.
The Chillax from
Rosewood keeps
dogs cool.
Idea 5:
Cute is king
Modern
weaving
methods
and fabric
technologies
have seen an
explosion in designs
and new materials used
in collars – from brightly coloured
patterns on nylon collars, to collars
available in tweed, velvet and even
hemp. In your small dog offering,
it’s worth bearing in mind the trend
for small dog costumes, now in the
UK from the US has given rise for a
demand for collar bandanas, bowties,
flowers and jewellery attached to
the collars of Britain’s chihuahuas,
French bulldogs and bichons frise.
Only you know your customer base
and whether they favour rufty tuffty
outdoor dogs, or the pocket pooch
must influence the styles and designs
you keep in store.
Adding accessories into the mix
Your opportunities as a retailer no
longer end once a collar or harness
is bought. There are follow-on sales
opportunities in the form of clip on
extras to help with safety, convenience
and even pet fi tness. Here are three
key products that stand out among
those we’ve seen in the last year:
Orbiloc Dog Dual is a Danish product
that brings attractive branding and
high quality to the job
of making a dog
more visible at
night. Flashing
lights on
collars have
been around for a
while, but the Orbiloc stands
out as a durable, quality item.
PitPat is a collar-mounted dog activity
monitor, that, working via a phone app,
tells owners how a dog has exercised
and whether this is in line with targets
recommended by the app. It’s ideal for
owners who want to ensure their dog
Pretty in pink:
Ancol delivers
on the bling.
really is getting as much exercise as
it needs.
HandiPOD is a poo bag module with a
built-in antibacterial hand gel canister.
It has a plastic clip that allows it to be
attached to a lead, or a belt, or dog
walker’s bum bag. Gel
canisters and poo bag
rolls are available for
follow-on sales.
More info: For Orbiloc
and PitPat contact
Pedigree Wholesale on
0115 982 3900, info@
petproducts.co.uk. For
HandiPOD call 01446
776 199 or visit www.
magnetsteel.com
Blue sky thinking:
Halti’s walking
harness.
18 May 2016 www.petproductmarketing.co.uk
www.petproductmarketing.co.uk
May 2016 19

News
News
PPMNEWS
Dawn of a new
era for Wagg
THE WORLD
OF BUSINESS
Forthglade rebrand as Devon
based business develops
THE WORLD
OF PETS
MPs were
shocked by
products
The family-owned business formerly known as
Wagg unveils new premises and new name and
is now turning over around £60m per annum
Inspired Pet Nutrition (formerly
known as Wagg Foods) – the
UK’s largest independent
producer of dry pet food
officially opened its new 100,000
sq ft distribution centre and offices
near to its existing facilities at
Dalton Airfield in North Yorkshire.
The firm has invested some
£7 million in building and fitting
out the new automated site which
currently has the capacity to store
around 11,500 pallets with room
to add a further 5,000 spaces if
required. Using a technique called
‘one shot loading’, full pallets
are automatically loaded on to
a specially commissioned truck
PPM’s Catherine and Clare with Gayle Patrick from Urban
Search & Rescue along with Taz who is sponsored by Wagg
Rise in pet diabetes and Westies are most at risk
Cases of Diabetes in Cats and Dogs
has risen over 900% since 2011
The figure has come from a fiveyear
study by Animal Friends Pet
Insurance of almost 9,000 animals.
It was discovered that cats are at
highest risk of contracting diabetes
with a 1161% increase since 2011,
compared 850% rise in dogs.
The data also revealed the breeds
that are most commonly diagnosed
with the condition and found that
the West Highland Terrier is the
most susceptible dog followed by
the Labrador, King Charles Spaniel,
Husky and Miniature Schnauzer.
The British Shorthair was the breed
of cat most commonly diagnosed
with diabetes, followed by the
Burmese, Foreign Shorthair, Maine
Coon and Abyssinian. Whether
this is to do with genetics or the
lifestyles of these breeds and their
owners is unknown.
In 2015, the PDSA released
an Animal Welfare report which
estimated that by 2020 obese
animals would be more common
than healthy ones.
The report also estimated that
a shocking quarter of a million UK
which delivers them to the new
DC where they are automatically
unloaded, racked and sorted into
individual SKUs.
Some 30 office staff will also
move to the new building with
production personnel taking over
their current office space which
will be used for meeting rooms and
improved canteen facilities.
The investment is in addition
to the £20million the business
has spent over the past five years
on automating production in its
existing two mills which are also
on Dalton Airfield. A further £3
million is scheduled to be spent on
the mills in the next two years.
Morrison’s
supermarkets
CEO David Potts
performed the
opening ceremony
along with Inspired
Pet Nutrition’s
Managing Director
Richard Page.
Explaining the
reason for the name
change Mr Page
told guests: “Wagg
is the volume
market leader
and Harringtons
continues to be
one of the fastest
dogs don’t get walked at all. A new
report launched in April by the
World Health Organisation (WHO)
found that people living with
diabetes has almost quadrupled
since 1980, rising to 422 million
adults worldwide in 2014.
Westley Pearson, Director of Claims
& Marketing for Animal Friends said
“With weight issues and diabetes
on the rise amongst humans, we
assumed we would find the same in
people’s pets but the 900% rise we
uncovered was shocking.
“It shows a clear gap in Britain’s
knowledge regarding proper care of
their pets.”
Common symptoms
“The fact that the increase is so
much higher than in humans
suggests that while people are
beginning to think more about their
health, their pets are being left on
their old diet and exercise regimes.”
Westley went on to explain what
to look out for if you’re concerned
about your pets, “The most
common symptoms of diabetes in
animals are increases in drinking
and urinating. So owners will need
to look out for this.
David Potts (CEO of Morrisons) and Richard Page (MD of Inspired Pet Nutrition)
officially open Inspired Pet Nutrition’s new £7 million distribution centre
growing brands in dried dog food*
and we will also have some exciting
product launches this summer
under the Harringtons name. We
believe that a clearer focus on these
two main brands will be achieved
by having a separate identity for the
overall business.
“Our aim still remains the
production of the highest
quality pet food products at a
“Weight loss is an often overlooked
symptom. This is because the
animal will often be overweight
in the months leading up to a
diagnosis so owners don’t recognise
it as a problem when their pet starts
losing the extra weight.”
Last week a cat owned by the
daughter of a Coronation Street
legend, Johnny Briggs had to be
competitive price through constant
improvement in manufacturing
processes and product innovation.
This investment will further
increase efficiency as the new
site significantly boosts our stock
holding capacity. Therefore
equipment downtime associated
with changing over product lines is
reduced.”
*Nielsen 52weeks to 26th March 2016
put on a strict diet after it became
overweight by snacking on Doritos
and biscuits.
Another cat made the news in
March after owner, Sean Ryan,
fitted the animal with a collar that
read “For medical reasons I am on
a diet, please don’t feed me.” Pet
shops may well question if this is a
product worth stocking.
Watch Westie’s
weight...
Dominic
Whitmee
New Chief Exec
for OATA
The Ornamental Aquatic Trade
Association is welcoming Dominic
Whitmee to the organisation
as its new Chief Executive.
Current head Keith Davenport
announced his retirement in March.
Dominic joins OATA from the
Department for Environment,
Food and Rural Affairs (DEFRA)
where he was Senior International
Biodiversity Policy Adviser.
Dominic has worked in the civil
service for more than 20 years.
He also has good experience in
the mechanisms of government
and how to infl uence policy not
just in the UK but also in Brussels
and at global negotiations.
The awardwinning
collar
15 years of
great collars
Dogmatic are celebrating their 15th
year since the launch of their awardwinning
Dogmatic Headcollar.
“We are delighted to have been
able to help so many people enjoy
walking their dogs and we would like
to say a huge thank you to the many
customers who have supported us
over the years, culminating in being
voted ‘Product I can’t live without’
for the third time!” said Zoe Lewsley,
Managing Director.
Sky Pet’s new
acquisition
Sky Pet Products have recently
acquired Liberta UK Ltd with Paul
Lawrence, Managing Director at
Liberta joining the Sky team as
Business Development Director
following the sale of his long
established company to Sky.
Lee Gardiner, Managing Director of
Sky Pet Products explains: “We have
long seen the value in the Liberta
brand and for some time been
talking with Liberta about such a
deal taking place. Our customers will
see the best from both companies
and can look forward to new
products being added to our range in
the coming months.”
Ever wanted to rebrand your company but not
sure what is involved? We look behind the
scenes as one manufacturer takes the plunge
WORDS GERARD LOVELL, JOINT MD OF FORTHGLADE FOODS
Forthglade first started
producing natural wet pet
food forty five years ago,
when it launched as the UK’s
first manufacturer of 100% natural
wet pet food. Benefiting from its
Devonian roots, it sourced local
produce wherever possible and
avoided artificial colours, flavours
and preservatives at all cost. The
passion for producing premium
quality natural recipes for pets has
seen Forthglade flourish and none
more so than the last few years.
With private equity investment,
a dedicated team of over eighty
and substantial senior hires to the
management team, Forthglade has
progressed both brand development
and product innovations with
great gusto and this month sees the
unveiling of new look packaging
across the full range of foods.
How does a company know
when a rebrand is needed?
When you believe passionately in
a brand you’re always striving for
perfection and improvements. As
pet owners, the team at Forthglade
understand the desire to feed pets
a healthy diet suitable to their age
and needs, as well as avoiding foods
with junk and fillers.
It’s vital for a brand to connect
with consumers and Forthglade
has always proudly celebrated
mealtimes and the nourishing
relationship between pets and
their owners. Having a pet is a
deeply emotional experience that
should be celebrated and this
concept became the backbone of
our brand repositioning. However
we felt the current packaging didn’t
communicate this story correctly,
we needed a more relevant and
emotional way to highlight what
NOW: The new packaging
hits the shelves
is at the heart of Forthglade – our
provenance, simple ingredients and
natural wholesome goodness.
Research and Research
We soon learned that a rebrand is
not just a marketing promise. It is
important to focus on the brand’s
core values, what the company
believes in and how it can make
a difference; all in a way that
the consumer understands and
connects with.
Research is key, firstly to get a
clear understanding on the market
place and people’s attitudes to their
pets and in this case, what they
feed them. It’s also worth exploring
conceptual products early on,
whether it be
new product
development or
improvements
to packaging.
Maximise
consumer
research at the
early stages of
the process.
How do you find the right
rebrand agency?
It’s safe to say that a rebrand is
hugely daunting so finding the
right agency is paramount. The
agency needs to be big thinking
and not constrained by the category
norms, but bring excitement and
learnings from other sectors and
categories. The agency needs to
really understand why a business
does what it does and how that is
relevant to the consumer. It must
be pragmatic to the operational
side of the business and of course
be easy and fun to work with. An
agency must get under the skin of a
brand and have the creative ability
to really bring it to life, emotionally
engage with customers and create
a look that stands out on shelf.
London based agency Big Fish
ticked the boxes for us.
Is it difficult to trust the creative
ideas of an agency?
Being challenged by a creative
agency is important, as it takes you
out of your comfort zone – it is
hard not to
be protective
”During research a
large target market
cross-section should
be shown designs”
THEN: How things
used to look
over ideas on
a brand that
you’re close
to. Brave
steps need
to be fully
appraised,
sometimes
bold is good, but it is important
to make sure it is appropriate for
existing and future customers.
When you’re passionate about
something you become obsessed
about the detail and this means
continually tweaking things and
making improvements.
You have to follow your
convictions when developing
a brand. During the rebranding
process there’s a tipping-point
where your positivity towards the
existing brand moves over to the
new branding. If you don’t get that
feeling, there’s a danger that you
don’t believe in the new branding.
What are the Key stages of a
rebrand?
It is important to understand the
following questions:
● What you do and why you do it?
● Who are you talking to?
● What do you want them to
think?
● How will you make them think
that?
● What does success look like?
The answers to these questions
help to form the creative brief.
Once the creative brief is complete,
you then work through a number of
design stages, starting quite broad
and then focusing into creative
routes that are delivering against the
brief. At various stages you check
back with the customer. During
research a large target market crosssection
should be shown design
concepts throughout the entire
process, ensuring the brand values
An illustrator creates
bespoke artwork for the brand
are being communicated effectively
– highlighting the ranges, the
recipes and the main elements that
were motivating them to purchase.
Always make mock-ups and take
time to ensure that everything is
working the way you want it to,
never be afraid to amend the design
route if it feels right.
Customers do not like change!
Bringing your customers with you
on the journey is really important.
Forthglade has done this by
inserting “New look and recipe”
postcards in thousands of food
trays and cases over the past few
months. PR initiatives and social
media drives have been teamed
with website and emailer news
plus getting out and about meeting
customers at twenty consumer
shows this year (a footfall of over
1.5 million) plus of course trade
shows.
Forthglade will continue to
invest in all channels of marketing
including trade sales, with plans to
support the independent retailers
with promotional store materials,
POS and more information on the
trade section of the website.
For more information, visit:
www.forthglade.com
Lead developer for the new
Forthglade website Tom
Anderson from Bristol-based
Green Chameleon, asks those
planning on redeveloping a
website to consider:
1) Why is it that you want to
redesign your website? The
answer will forms the backbone
to your objectives.
2) Never underestimate the
importance of content and
how long it takes to produce
compelling and engaging
content. Without good content
there’s little to design.
3) Design vs Functionality
– it should be a dance not a
fight! Aesthetics are a hugely
important part of a redesign,
especially if you’re activating a
new brand. As well as it being
a first point of call for research
for a customer, consumers also
like sites to work well.
MPs call to ban
cruel collars
The UK’s largest organisation
devoted to dog health, welfare and
training – the Kennel Club – joined
forces with Matthew Offord MP in
Parliament on 7 June at an event
calling for a ban on the use and
sale of electric shock collars in
the UK. The event for MPs raised
awareness of the negative effects of
electric shock collars on dog welfare
and gave MPs in attendance the
opportunity to try out one of the
painful devices on themselves.
Electric shock collars are fi tted
around a dog’s neck and deliver
an electric shock via a remote
control or automatic trigger.
Plenty of
potential:
Pooch &
Mutt
Celebrations for
Pooch & Mutt
Pooch & Mutt has been identifi ed by
the High Potential Business Awards
as one of the most promising and
fast-growing businesses in the UK.
The pet health company is shortlisted
for the ‘Start-Up of the Year’ award.
The award recognises businesses
that in the past 12 months have
demonstrated fast growth, with a
coherent and sustainable strategy
in achieving it. Speaking to PPM, the
company said: “Pooch & Mutt are
honoured to be recognised by such a
prestigious award. The company has
strived to bring proper pet nutrition
to as many dogs as possible, to help
dogs lead happy, healthy lives.”
A first for food
manufacturer
Skinner’s Pet Food are proud to
not only be exhibiting at the fi rst
ever BBC Countryfi le Live but to
be sponsoring their Dog Arena -
which aims to put our 4-legged
friends centre stage throughout the
inaugural show. BBC Countryfi le Live
is being held in Association with the
National Trust and will be set in the
picturesque grounds of Blenheim
Palace from Thursday 4 August until
Sunday 7 August 2016.
4
Summer 2016
www.petproductmarketing.co.uk www.petproductmarketing.co.uk
Summer 2016
9

Specialist
Small Animals
Hogging the
limelight
Children love hedgehogs and selling food just for
them is a great way to encourage new business
in store and online.
WORDS MARION HORSCROFT OF SPIKES WORLD
Hedgehogs are nocturnal and, in their
search for food, they can cover around
two miles a night, reaching speeds of
up to 10mph. They are known as the
gardener’s friend as a natural diet consists of
beetles, slugs, snails and worms, and their
favourite homes are under hedges or sheds in
a kindly person’s garden – but many people
are completely unaware that they have a
resident ‘pest control officer’.
Hibernation takes place during the cold
winter months when a hedgehog’s natural
food source becomes scarce. The autumn is
a critical time for them to build up their fat
stores in order to survive winter. You will
notice an increase in
sales of food
around this time as people try to help their
favourite garden visitors. Hedgehogs will
find a suitable place to build their winter
nests, or hibernacula, under a hedge or
shed or in a compost or rubbish heap. They
gather leaves, twigs and grass to furnish
their homes and, when it is full; push
themselves inside and turn round and
round, using prickles like a hairbrush to
teazle a snuggly lining. During hibernation,
they breathe only once every few minutes,
their heartbeats become faint, around 20
beats per minute, and body temperature will
drop to just 10°C.
During milder spells they may wake up
and sometimes even move house. Food and
water left out at this time will be
especially appreciated.
Hedgehogs are solitary
creatures and will probably
never see meet family
again. They spend their
days asleep in their
nests and nights
are spent visiting
gardens, foraging for
dinner. Where food
is left out regularly,
they will loyally
return at the same
time each night
and will noisily
remind you if you
are late with their
dinner; they’ve
even been known to
go through cat flaps to
find supper!
There are several
specially formulated
hedgehog foods available
Protecting hedgehogs through the seasons
● Leave out suitable food, such as Spike’s
Dinner, Spike’s Relish or Wildthings Hedgehog
food, and water all year round.
● Leave part of your garden to grow wild;
hedges with natural undergrowth, wild fl owers
and rockeries will all encourage wildlife into
your garden.
● Whenever possible, use natural alternatives
to pesticides to keep poisons to a minimum.
● Be careful when strimming hedge bottoms
as Hedgehog may be asleep underneath. Many
are admitted to hospital with horrendous injuries
caused by strimmers.
● Ensure swimming pools and garden
ponds have a graduated side or chicken wire
overhanging so that hedgehogs can escape.
and, as more and more people feed them,
sales continue to show strong growth. Food
should be left out each evening at dusk in a
shallow dish, and water should always be
available, especially during long, hot spells.
If cats try to steal the hedgehog’s meals, a
piece of wood, about 18” square, on four
bricks will keep the food safe until they
get there.
Hedgehogs are not gifted with much
intelligence and this, along with an
inquisitive nature, is often their undoing.
We have, unwittingly, set out traps for
them, unaware of the dangers they pose.
Swimming pools and ponds are very
inviting to a hedgehog and they dive in with
no thought of how to get back out. If they
curl into a ball, their spines will cushion
● Ensure all netting is left at least 4” above the
ground to stop hedgehogs getting hurt.
● Re-site bonfi res immediately prior to lighting.
● If you fi nd a poorly or injured hedgehog,
remove him from immediate danger and keep
him warm by placing him in a box with an old
towel and putting a hot water bottle wrapped
in a towel at one end. Contact your nearest
hedgehog or wildlife hospital for advice on what
to do next or, in an emergency, contact a vet.
● More information on hedgehogs and advice
on how to help them, and other wildlife, can be
found at: www.spikesworld.co.uk, or telephone
01522 688 300.
www.facebook.com/spikesworldltd and on
Twitter @SpikesWorldLtd
them if they fall into uncovered cattle grids or
uncovered drains but, again, it is impossible
to climb out and they will wear their claws
down to the bone in their efforts to climb the
steep sides. Empty yoghurt pots and cans
promise a tasty snack and a hedgehog will
greedily push its body in to lick up the last
morsels. Spines then prevent it from backing
out and it will starve to death unless rescued.
Bonfires appear to be ideal nesting
sites and a hedgehog is lucky if it escapes
unscathed on Bonfire Night.
Dead slugs make an easy snack for them,
but may harm hedgehogs if they have been
killed by slug pellets. Crossing roads is a daily
hazard for hedgehogs, and the defence of
curling in to a tight ball will not save them
from the traffic.
Now stock this...
Vitakraft Menu:
www.vitakraft.
com/en_GB
Hedgehog House by CJ Wildlife:
commercial@birdfood.co.uk
Spike’s Dinner:
www.spikesworld.co.uk
Hedgehog Food by CJ
Wildlife: commercial@
birdfood.co.uk
www.petproductmarketing.co.uk September 2016
37

Business
Advice
Making
Deductions
From wages to bonuses, you’ll need to understand
what each deduction means for you and your
business before you action them.
WORDS MARK STEVENS IS AN EMPLOYMENT LAWYER AT VEALE WASBROUGH VIZARDS.
Employees are generally entitled to
receive a regular payment of wages
in the amount set out in the contract
of employment. There are, however,
situations in which an employer may need to
withhold an employee’s wages, or temporarily
reduce the sum paid. Employment lawyer
Mark Stevens looks at the practical issues that
arise in circumstances where deductions are
made, the steps that an employer must take to
minimise the risk of an employment tribunal
claim – and the potential costs of getting
things wrong. In addition, Mark looks at some
of the key issues around bonus payments and
sets out some of the key things that employers
should consider when drawing up bonus
schemes.
What counts as wages?
The definition of ‘wages’ is any sum
payable to the employee in connection
with their employment. This will include
non-contractual bonuses, commission and
statutory sick pay. Pension contributions,
expenses and a loan to an employee are not
considered wages – although a failure to
provide these benefits when contractually
obliged to may lead to the employee bringing
a breach of contract claim.
It is unlawful for an employer to make
deductions from an employee’s wages unless
the deduction is required or authorised by
legislation; or the employee has already given
written consent to the deduction being made.
When can employers make deductions
from wages?
First of all – and perhaps most obviously –
an employer can lawfully make deductions
from wages in accordance with a statutory
requirement to deduct and pay sums over to
a public authority, such as to HMRC via the
PAYE system. Secondly, where the deduction
arises as an “error of computation”, for
example, where an automated pay roll system
makes an error, deductions may be lawful to
the extent that they are necessary to right
the mistake.
There are further exceptions in the
legislation which allow the employer to make
deductions in very specific circumstances,
such as an overpayment of wages and
expenses incurred by the employee.
More importantly, however, a deduction
will not be unlawful if it has been “required
or authorised to be made by virtue of... a
relevant provision of the employee’s contract”
or if “the employee has previously signified
in writing his agreement or consent to the
making of the deduction”. So, an employer
wishing to make deductions will need
to check the contract before making any
proposed deduction. If the contract says
nothing about making deductions from wages,
then an employer will need to obtain prior
written agreement from the employee to make
the necessary deduction.
When can’t employers make deductions?
Where the employee has not given written
consent, whether in the contract of
employment or otherwise, an employer
should take care to avoid making deductions.
Non-payment of an employee’s wage on any
one occasion will be classed as a deduction. A
deduction will also arise from a late payment.
If an employer reduces one element of a
wage but increases another element, leaving
no overall reduction in pay, this could also be
an unlawful deduction. For example, in the
case of Pendragon plc v Nota, an employee
was not paid £72.50 in overtime payment,
but his pay for his contracted hours was
increased. The Employment Appeal Tribunal
held that each element of wages was isolated
and the employee had suffered an unlawful
deduction as a result.
In practice
Not paying an employee wages can lead to
the employee bringing claims for breach of
contract, constructive unfair dismissal, or
a claim for recovery
of the money that
they are owed as an
unlawful deduction of
wages. The remedies an
employment tribunal
may award to an
employee for unlawful
deduction of wages
include a declaration
that the employer has
made an unlawful deduction and an order
to the employer to pay the sums deducted.
The employee must bring the claim within
three months of the deduction, or the final
deduction in a series of deductions.
Since the introduction of employment
tribunal fees, claims for unpaid wages have
become less frequent since in many cases,
the fee could be more than the amount
in dispute. Nevertheless, all employers
should be aware of their obligation to pay
wages in accordance with the contract as a
disregard for paying wages correctly is very
likely to lead to the employee resigning and
claiming constructive dismissal. Employers
should ensure that contracts of employment
include a provision to allow for appropriate
deduction of wages if required.
How do bonuses work?
Bonuses are frequently used by employers
as a tool to increase staff motivation. Bonus
schemes can be a good way of remunerating
or rewarding employees, rewarding loyalty or
as a way of recognition for good performance.
Employers intending to use bonus schemes
would be well advised to carefully draft the
structure of that scheme in order to avoid
unintended consequences – or challenges
from dissatisfied employees.
Bonus schemes can either be contractual
or discretionary. The way that an employer
describes its bonus scheme is important. A
contractual bonus scheme creates contractual
obligations between the employer and the
employee involved – this means that if the
employer fails to pay the bonus when in
circumstances where it said it would pay
a bonus, or pays a different amount to the
amount it said it would, the employee could
argue that they have suffered an unauthorised
deduction from wages, or that their
contract of employment has been breached.
Contractual bonus schemes should be
carefully drafted, with employers identifying
all the possible eventualities in advance.
”Class 2 National
Insurance contributions
for the self-employed
will be abolished.”
Forward planning is usually beneficial – as
an example in a case concerning the granting
of share options in 2006, the High Court
held that once the specific conditions in that
employer’s scheme rules had been met, the
employer had no discretion not to award
the share options to the employee, despite
issues having arisen regarding the employee’s
misconduct.
Even where the
bonus is described as
discretionary, there
are limits on how the
employer exercises
that discretion when
dealing with a bonus.
Employers are under
a duty to exercise
discretion honestly
and in good faith; not to exercise discretion in
an arbitrary, capricious or irrational way; and
not to breach the implied term of trust and
confidence also.
In order to challenge a discretionary
bonus payment, case law has determined
that employees must usually establish either
that the award is irrational or perverse, or
that the payment is irrational when viewed
in comparison to what other employees
elsewhere within the organisation were paid.
Employers need to be aware of
discrimination when allocating bonus
payments – and should also take care to
ensure that staff on maternity leave or on long
term sick leave are treated fairly and in line
with the scheme rules.
Some employers use bonus clawback
clauses to require employees to return
bonuses that they have received if certain
circumstances arise post payment. This
is certainly becoming more common in
the financial sector, where performance
adjustment provisions are required under the
Remuneration Code. Repayment or clawback
clauses are frequently used to seek repayment
of bonuses in the event that the employee
leaves their role within a certain period of
time following payment of the bonus. In these
circumstances, employees may argue that a
repayment clause is unreasonable, either on
the grounds that it is a penalty clause or a
restraint of trade and therefore unenforceable.
Again, careful drafting of the repayment
clause is necessary in order to ensure that the
clause is robust and enforceable.
Bonuses are taxed in the same way as any
other income.
Find out more
There is some useful information, as well as links to
publications, on the subject of deductions from pay
on the ACAS website. Visit: www.acas.org.uk for
further information.
Whether it’s wages or
bonuses, you’ll need to be
aware of the implications.
www.petproductmarketing.co.uk
August 2016 23

Product
Product watch
What’s
NEW?
Want some ideas on what to stock this month?
We’ve got the latest new product launches
covering dogs, cats and aquatics.
Reptile Rain
TRIXIE
The sprinkler system for
terrariums from TRIXIE
is a real gain and serves
several purposes. It sprays
and irrigates the plants,
provides a constant high
humidity in the terrarium
and makes drinking water
available on the plant
leaves. The pump pressure
can be continuously
adjusted, so that you can set
it to from a fine mist to
rain showers.
More info: www.trixie.de
Complete Meals
for Cats
Forthglade
Forthglade has launched a brand
new look and delicious new recipes
in their cat food range. Made in the
heart of Devon with only the finest
ingredients, these 100% natural meals
contain a minimum meat content
of 85% and are free from any junk
or fillers. Packed with wholesome
goodness and enriched with vitamins
and minerals even the fussiest of
felines will be pawing for more.
Recipes include Salmon & Turkey.
More info: www.forthglade.com
EkoPet
Pettex Limited
Pettex Limited are now introducing
a larger 20lt pack of EkoPet
superlight non-clumping hygienic
cat litter to complement their
already successful 10lt version.
Each EkoPet granule contains
thousands of fast acting micropores
which quickly absorbs liquid
like a sponge instantly trapping
any unpleasant odours. EkoPet
hygienic cat litter instantly locks
in all liquid and controls bacteria
more effectively than conventional
lightweight litters. RRP of £5.59 for
the 10lt & £9.69 for the 20lt.
More info: www.pettex.co.uk
Royal Canin
Feline Health Nutrition range
Royal Canin Feline Health Nutrition offers a complete
tailored diet for every cat, from kittenhood through
to old age, with nutritional solutions tailored to suit
lifestyle (Indoor & Outdoor), activity levels (Fit 32)
and specific needs (neutered, weight management,
Fresh Fruits
TRIXIE
For those who like things fruity: This
“Fresh Fruits” bed in a trendy shade
of orange captivates with its fresh
lemon, grapefruit and orange motifs.
The premium quality cat bed made
of microfibre with polyester cover
and polyester fleece filling and
removable reversible cushion offers
a stable and comfortable place to
sleep. A non-slip base gives the bed a
secure stand. The removable cover is
machine washable and the inlet is also
hand washable. A good mood is included
with every purchase!
More info:www.trixie.de
Pedigree Wholesale
Dexas Popware
Dexas Pooch Pouch and Grippamat’s
Pedigree Wholesale are delighted to
introduce two new lines into it’s Dexas
Popware for Pets range. The ultimate
accessory for the style conscious pet
owner is the Pooch Pouch. Available
in two modern colourways, blue and
green, the Pooch Pouch is perfect for
carrying treats when you’re out and about
or training your pet. To keep food and
water bowls firmly in place is the Dexas
Grippamat, non-slip pet bowl placemat.
Ideal for use on slippery, polished or
wooden floors Grippamat’s have raised edges
ensuring crumbs and spills are contained
thus preventing food and water damaging the
floor surface. Grippamats are available in two
sizes and three colourways.
More info: sales@petproducts.co.uk.
coat type and sensitive digestion), while the Exigent
products in the range cater for cats whose preferences
are strongly oriented towards protein, aroma or texture.
Based on almost 50 years of nutritional know-how
and the expertise of breeders, vets and nutritionists
worldwide, Feline
Health Nutrition is
the most extensive
health nutrition range
available, enabling
owners and pet
specialists to choose
exactly the right diet.
Consisting of 19
products in all,
the range is highly
palatable.
More info: www.royalcanin.co.uk
HALTI
Company of Animals
The new range of HALTI Collars incorporate
a colourful two-tone design with a strong
webbing outer and a soft yet durable
neoprene lining, combining style and comfort
for the dog. This simple yet practical collar is
easy to adjust and the button release clasp is
strong and secure. There is also an extra loop
for the essential name and microchip tags.
The collars co-ordinate perfectly with the
new HALTI Walking harnesses and leads.
More info: office@companyofanimals.co.uk
10 September 2016
www.petproductmarketing.co.uk

Specialist
Reptiles
A slice of the forest:
day geckos
They are not readily available, nor easy to handle, but that
doesn’t mean this Madagascan reptile should be overlooked.
They make a vibrant inhabitant for forest-type planted set-ups.
WORDS JOHN COURTENEY-SMITH MRSB, PRODUCT MANAGER OF ARCADIA REPTILE
In the last issue we looked at the
group of Asian Agamids that we lump
together and call the ‘Mountain horned
dragons’. These arboreal dragons
really can make the perfect pet if they are
offered the correct care and diet.
This issue I’m focusing on day geckos.
This stunning group have been kept for
many years and can meet the needs of
a keeper who wants a day time active
smaller species that fairs well in a foresttype
live-planted enclosure. There are
many species of small arboreal gecko
that are referred to as ‘day geckos’ but I’m
focusing on those that have an origin in
Madagascar and of the Phelsuma genus.
Madagascar is a hot bed of evolution
for reptiles with many species only found
on these islands who have over time
adapted to such environments. Emulating
the wild conditions of the species in
question in a safe and measured way
will be the key to help them truly thrive
in captivity. By thrive I mean, to live a
long, healthy and reproductively positive
Geckos are active both
day and night.
life, reproducing without detriment to
the biology of the parents. A quantity
of research into their native land and
localised habitats will serve you well!
There are many species of day gecko
that have been available to us in the
trade over the years. There were, once
upon a time, quite regular exports
from Madagascar, this has allowed us
as keepers to build up quite a healthy
breeding stock from which the now
more common ‘captive bred’ young are
supplied. Well-regulated exports still
sometimes arrive but the quotas are very
small and the costs punishingly high.
As such, any animal arriving fresh from
Madagascar should really be viewed as an
essential source of new blood and placed
into proven breeding groups rather than
being viewed as pets themselves.
Day geckos are
usually quite
highly
coloured,
having
a base of a vibrant green body with
differing coloured markings. Red, yellow
and blue marking are all common. There
are also many sizes of gecko to suit
most sized enclosures. The ‘gold dust’
day gecko is one of the most attractive
of the smaller species, with vibrant red
markings across the back and as the name
suggests a ‘dusting’ of rich gold over
much of the body. The very shy and quite
large ‘standings’
day gecko is less
vibrantly coloured
but is intriguing
none the less. In my
view, the prize for
colouration jointly
goes to both the
Giant day gecko and
the Peacock day gecko.
Each species has its own merits in
terms of attraction to keeper but each
should be viewed as a ‘display’
species rather than a pet. They
are not, on the whole, suitable
for handling and even when
seemingly confident can panic
and make a run for it, right
up the arm, over the head
and up onto the ceiling is
most common. Handling is
possible for the expert but
should be discouraged for
the at home keeper unless
necessary. As with many
lizards, day geckos can both bite
and drop the tail.
They are active by both day and
night and as such can be viewed basking
and hunting quite easily. Some of the
smaller species can be kept in small
groups where they are quite willing to
interact and breed. The usual pair of
eggs are affixed to the vivarium wall or
decoration with an almost superglue type
secretion. Eggs can be incubated in-situ
but care must be taken with some of the
group to remove the young when hatched
quickly or they will be predated upon.
Providing a suitable home for life for
”Each type of gecko
should be viewed as a
‘display’ species rather
than a pet.”
day geckos is a fairly simple process.
They are ideally suited to life in a Bio-
Active and live planted system. A deep
organic substrate, seeded with springtails
will help to maintain essential humidity,
maintain plants and provide nutritional
variety. They will need a thermostatically
controlled heating system that is set up
according to the needs of the chosen
species. A tall enclosure will allow the
animals to run
and jump around
for exercise and
enrichment as they
would in the wild. A
size of 45x45x60cm
is the minimum
that I would suggest
for a pair of Gold
dust day geckos or a single P grandis
(giant day gecko). They are all active sun
worshipers and should have a quality,
waterproofed UVB projection system
included in the kit, I suggest a UV index
of 2.5-3.5 at basking is about right. For a
45x45x60 enclosure something like the
24w UVFLOOD is perfect. Natural stone
should be included under the heat source
to allow for good heat reflection and
retention. Natural branches and bamboo
poles are essential.
They then require a full and varied
diet. A mix of fresh fruit and insect
matter are all required with some species
benefiting greatly from a whole food/
nectar mix. Whole reconstituted diets do
not sit well with me; dietary variety to me
is essential. Humidity can be maintained
via automated misting, rain systems and
the good old-fashioned hand sprayer. A
good quality digital thermometer and
hydrometer are essential.
If we provide the right advice from day
one we can expect the animals to live a
long and reproductively positive life. If
you have customers that really do want
to have a slice of the forest within their
homes, with highly coloured animals that
will easy to care for then you will be hard
pressed to beat the day geckos.
32 May 2016
www.petproductmarketing.co.uk

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