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Best April ever - 25% more gardening going on!
Glee Safe & Secure Webinar - Thursday 6th May at 11:00am - register here
spoga+gafa cancelled for 2021
RocketGro introduces a new range of 100% peat free, organic soil improver and chemical free fertilisers
Ergrownomics - The future of raised planters and beds
Decorating with plants drives up sales
Hozelock survey reveals UK is now a nation of healthy hobbyists
Lava-Lite – Naturally The Best
Webbs wins UK Best Workplace™ 2021 award
Tong’s new garden centre plans deferred
Plant sales rocket
Hartley Botanic recognised with Queen's Award
Perrywood get growing for Hampton Court Garden Festival
Notcutts Woodbridge to start Phase 2 of redevelopment
Dobbies No 71 opens in Boston, Lincolnshire
Unprecedented Demand - Record Easter garden centre sales lead to stock shortages - Read GTN's April issue on-line now
Car wash concession to open first Yorkshire site at Tong
#sustainabledobbies supports National Gardening Week
Advice for retailers - how to increase sales of pelargoniums
RHS-endorsed partner The Garden Trellis Co announces additions to range
Creating summer vibes in the city with elho’s loft urban range
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Pansies on trial at Hyde Hall
More plant feed, please!
Cultivate your Career
2% up with another week to grow
Slug mayday: RHS predicts perfect storm as number one garden pest and seedlings appear
Vitax support High Ground
Hedgehogs are back on the wildlife care agenda
Wild Wales Seeds launches vegetable garden seed kits
Visit Orchid Inspiration Days by appointment
The best of last week's
Iglu 360 is the perfect outdoor dining experience for garden centres
Swedish success story for Highfield Garden World protégé
Bents receives Covid-secure recognitions as it opens up alfresco dining
Woodlodge win GCA Supplier of the Year Award
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Barton Grange Christmas 2020 - Exclusive GTN Xtra Photo Tour
Squires Badshot Lea - Christmas 2020
Perrywood at Christmas 2020 - with correct photo gallery now...
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All the latest news from the world of pet products
Dog food firm secures multi-million pound investment
Specialist hedgehog food brand adds to range
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Dog food firm secures multi-million pound investment

 

Award-winning Pure Pet Food has raised a multi-million pound investment to accelerate the company’s growth with the company aiming to quadruple in size over the next four years. 

 

The funds were raised from Mercia's Northern Venture Capital Trust (VCT) Funds and the Northern Powerhouse Investment Fund.

 

Set up in 2012 by childhood friends Daniel Valdur Eha and Mathew Cockroft, Pure focuses on personalising pet nutrition using only natural ingredients, working with leading vets and nutritionists to offer the very best at every stage of a dog's life. 

 

Mat said: “The investment will help Pure continue to provide the very best service to our customers, create deeper connections, significantly grow our customer base, offer more personalised health-based products and services, develop and grow our retail proposition with Pets at Home and continue to lead the air-dried pet food market in the UK.”

 

“We started Pure after seeing pet food full of low-quality ingredients manufactured into highly-processed brown biscuits dominate the market. We knew there was a better way and set out to inspire a healthier world for pets and educate owners on the benefits of feeding simple natural air-dried food.”

 

Pure takes natural, high-quality ingredients and gently removes the water whilst retaining all the nutrients. All a dog owner has to do is add the water back in. The ingredients aren't highly processed, and there is no need to freeze or refrigerate Pure. 

 

Pure’s co-founder Dan added: “Our obsession with pet health and technology has meant we've been able to take a truly data-led approach to pet nutrition. Our success is rooted in being able to conveniently offer the most nutritious diet at every stage of a dog's life."

 

A representative of Mercia said: “We're delighted to support Dan and Mat as they expand Pure Pet Food in the fast-growing pet food sector. With dog ownership and home delivery on the rise and owners generally focusing more on health, Pure is in a real sweet spot and represents the future of pet nutrition.”

 

Pure's growth has accelerated in the pandemic, with owners opting for the online subscription convenience instead of carrying their heavy dry or wet food home from a retail store. 

 

The future for Pure, which won Pet Product Innovation of the Year at the PetQuip Awards in 2013, looks bright as the company aims to quadruple in size over the next four years. 

 

Pure and Mercia were provided legal advice by Square One Law & Gunner Cooke LLP.

The Northern Powerhouse Investment Fund project is supported financially by the European Union using funding from the European Regional Development Fund (ERDF) as part of the European Structural and Investment Funds Growth Programme 2014-2020 and the European Investment Bank. 

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