These are the winners of the PIF 2023 awards

The Pet Industry Federation (PIF) announced last week the winners of its annual awards across 24 categories. The awards showcase “remarkable individuals and businesses who uphold the highest standards of quality.”

New products

Twiggy Tags bagged the Innovation Award for its accessory product, the Trailfinder lead. The start-up is present across over 100 retailers nationwide.  

Walker & Drake won the New Product Award in food for its ‘Puppy & Small Breed Food.’ The dog food manufacturer recently signed a national distribution deal with Pedigree Wholesale and expanded a production facility in its home location of Barnsley.

Poorly Paws, which has only been in business for 1 year, took the prize in the health & hygiene category for its interactive dog first aid kit.

Insect-based natural treat producer Mr Bug’s Bug Bites won the award for the treats category.

Wholesale and online businesses 

Su-Bridge Pet Supplies secured the award for wholesaler of the year, attesting to its 40-year legacy. 

The family-run business stocks over 20,000 brands, including Burns, James Wellbeloved, Skinners, Arden Grange and Nestle Purina. It is also the exclusive distributor in the UK for brands like True Hemp, Lovejoys Pet Food, Extra Select, Ziwi Peak, Farm Food, Nobby, I Am Natural and Second Nature.

London-based direct-to-consumer (DTC) cat care brand Tippaws was recognized as the online business of the year. The company, which was created by Rachel Andre, former director of Mars Petcare’s Natusan division, offers a range of hypoallergenic cat food and litter.

Pet retail chain and independent retailer 

Pet Stop, owned by Paula Machin, won the Independent Retailer of the Year accolade. The shop is located in Market Deeping—150 km north of London—and offers 6,500 value-for-money pet supplies. 

Jollyes, which boasts over 90 locations nationwide, won the Pet Retailer of the Year award. The company expects to open its 100th location this year.

Sustainability and marketing campaign

The “zero-waste” premium pet care brand Doglyness International secured PIF’s sustainability award for 2023. The company has partnered with Ecogea – Institute for Quality and Control of Natural and Organic Products as the certifying body for its pet care products. It carries vegan and ethically sourced products in its portfolio.

PIF celebrated Eden Holistic Pet Foods for its “Price Freeze” marketing campaign, which saw the company holding its pet food prices for an entire year to support its customers during the cost-of-living crisis. The social media campaign was active for 3 months.