Leading pet and wild bird food producer Henry Bell & Co has secured an ongoing sole supplier contract with the EAF Group. The arrangement will see an extensive range of Henry Bell Wild Bird Care feeds and accessories on sale throughout the organisation’s three stores – Animall Crown Corner in Brentwood, Animall Hertford and Animall Littlebury outside Saffron Walden.

Henry Bell will also manufacture a range of own-label feeds under the group’s Farmer Scott’s brand. This will feature core feed lines available in both 2kg and 12.55kg bags.

“We are delighted to be working with this proactive new client,” said Henry Bell National Sales Manager Andrew Mellowes. “The contract with the EAF Group has given us a great opportunity to merchandise the floor space in a really attractive and effective way, enhancing the consumers’ shopping experience and driving up market spend for its stores. 

“Instead of stocking wild bird products from several suppliers, the offering from the Henry Bell collection will be the only one available. This certainly helps to avoid confusion and supports customers in making informed purchasing decisions.”

Animall Crown Corner, Animall Hertford and Animall Littlebury have each been re-laid from scratch, with Andrew Mellowes and Henry Bell East Anglia sales agent John Ducker taking the lead in creating the stores’ wild bird product sales areas using Henry Bell’s tried and trusted expert merchandising solutions.

EAF Group Sales Director David Taylor said: “Our stores are looking fantastic with their new Henry Bell Wild Bird Care stock and we are delighted to be offering our customers high-quality products at a great-value price. Andrew and his team have been incredibly supportive and we are really pleased with the outcome.”