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UK Pet Food campaign to improve nutrition understanding
UK Pet Food has a library of nutrition fact sheets for members of the public.
Campaign calls for clearer language on pet food.

UK Pet Food has launched a new communications campaign, designed to support pet owners with making informed choices about pet nutrition.

The Love Them Madly, Feed Them Wisely campaign calls for more accessible language to be used to describe pet nutrition. It aims to reduce the use of complex scientific terminology which could be a barrier to people’s understanding of nutrition choices.

Nicole Paley, deputy CEO of UK Pet Food, explained: “Recent research highlights that while 70 per cent of pet owners believe commercially prepared pet food is superior to a homemade diet, 62 per cent admit they don’t read or fully understand feeding guidelines.

“Additionally, 70 per cent don’t understand what by-products are, with 22 per cent finding the term ‘off-putting.’”

As part of its project to improve accessibility, UK Pet Food will be actively engaging with veterinary professionals as well as those in the wider pet industry. The campaign will be shared widely on social media.

The trade association has a library of nutrition fact sheets, including new guides on The Benefits of Prepared Pet Food, Understanding Pet Food Labelling and Understanding Feeding Guidelines, that members of the public to access. Recent updates tackle knowledge gaps that were raised in the recent survey.

UK Pet Food has also worked with social media personality Cat Henstridge, known as Cat the Vet, to produce video guides on nutrition topics. Dr Henstridge will share her expertise on essential nutrition topics, such as labelling, derivatives and by-products.

These videos are 1-2 minutes long, and free to access on Dr Henstridge’s social media channels and the UK Pet Food website. There are 15 videos and digital animations, designed to simplify complex concepts.

UK Pet Food says that its collection will make it easier than ever for owners to access reliable and impartial information and understand complicated terms.

Ms Paley said: “Our new Love Them Madly, Feed Them Wisely campaign seeks to close these knowledge gaps by providing clear, accessible information that builds confidence in pet food choices.”

The key fact sheets can be accessed here.

Image © Shutterstock

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Birmingham Dogs Home makes urgent appeal

News Story 1
 Birmingham Dogs Home has issued an urgent winter appeal as it faces more challenges over the Christmas period.

The rescue centre has seen a dramatic increase in dogs coming into its care, and is currently caring for over 200 dogs. With rising costs and dropping temperatures, the charity is calling for urgent support.

It costs the charity £6,000 per day to continue its work.

Fi Harrison, head of fundraising and communications, said: "It's heart-breaking for our team to see the conditions some dogs arrive in. We really are their last chance and hope of survival."

More information about the appeal can be found here. 

Click here for more...
News Shorts
Avian flu confirmed at premises in Cornwall

A case of highly pathogenic avian influenza H5N1 has been detected in commercial poultry at a premises near Rosudgeon, Cornwall.

All poultry on the infected site will be humanely culled, and a 3km protection zone and 10km surveillance zone have been put in place. Poultry and other captive birds in the 3km protection zone must be housed.

The case is the second avian flu case confirmed in commercial poultry this month. The H5N5 strain was detected in a premises near Hornsea, East Riding of Yorkshire, in early November. Before then, the disease had not been confirmed in captive birds in England since February.

The UK chief veterinary officer has urged bird keepers to remain alert and practise robust biosecurity.

A map of the disease control zones can be found here.