UK Enterprise 2020

118 | UK Enterprise Awards 2020 Nutrition plays a vital part in a dog’s health and wellbeing, with species specific sustenance allowing a faithful pet to thrive in its surroundings. For the team behind ProDog Raw Ltd, the aim has always been to use 100% natural ingredients to allow dogs to live their best lives. We profile the firm to find out more. Best Dog Nutrition Products Manufacturer 2020 & Excellence Award in Canine Nutrition Education 2020 Jul20010 When Heidi Maskelyne lost her beloved Shar-Pei, Drago to cancer in 2015, she started questioning what factors played a part in her dog developing such a life limiting disease. One of the biggest reasons was food. For working dogs in particular, this is an important issue as so many animals simply don’t get the right nutrition. Building up a team behind her, Heidi set about putting the matter right. Working dogs, those involved in service, competition and sport, are often placed under considerable strain. Operating at peak physical fitness requires the best food, and this can only come from feeding a quality natural diet, namely biologically appropriate raw food, in conjunction with or alongside dietary support supplements. Since the beginning, ProDog’s mission has always been to use the finest ethically sourced natural ingredients, whilst being designed to be as convenient and affordable as a commercial, processed feed. It may seem surprising, but market research has proven that ProDog is the first player in the dog food market to deliver the key requirements of a working dog. Premium, complete raw recipes have been developed to ensure that these animals can develop muscle, maintain joint health, improve gut health, replenish energy and have a gleaming coat of fur. As a new entry into the field, ProDog has had to work hard to educate consumers when it comes to choosing their dog’s dinner. Key to this has been following the science and becoming a brand that is synonymous with expert opinion. The team use their social media platforms not just to advertise their products, but to share a wealth of information free of charge. By providing customers with all the information, they quickly come to realise that ProDog is the ideal choice for their canine companion. The use of raw feeding, and further exploration of what a dog is fed, is a hot topic in the UK. Part of this is a result of ProDog’s exceptional marketing techniques, but a great deal comes down to the UK’s outdated standards for dog food that have been driven by corporations who sell processed food. With so many myths and misconceptions of what makes a good meal for an animal, it can be hard to change people’s minds. The RAWbellion has been the answer for ProDog. Learning the lessons of those companies that have tried, and failed, to change the status quo in the past, RAWbellion challenges the myths of raw feeding, using science based facts. This is an initiative that educates and inspires change in the way dog owners think about canine nutrition. A movement for customers to be a part of which places “love of dogs” as the number one principle. RAWbellion provides brand loyalty rewards, referral incentives, the peace of mind to members that they are supporting the care of dogs in need and helping to share the important message about species-specific feeding. With campaigns like the RAWbellion taking the dog food world by storm, it’s little wonder that the team has explored other initiatives such as #DitchTheDry. Running across August, this educational platform has the support of celebrities, veterinarians, trainers, nutritionists and raw feeders. Through the use of educational pieces, vlogs, competitions, promotions, the ProDog team hope to infuse positivity about raw into the mainstream. One of the big decisions with this campaign was to use a more diverse media stream, with videos, blogs and emails all utilised to make an impact. The team at ProDog have always aimed high. Not content with changing how people see raw feeding, they want to be held up as the standard for raw feeding in the UK and beyond. As the brand expands into Europe, so does awareness of the team’s efforts. They have a proven passion for the field, because it plays such a vital role in the lives of working animals. It’s this passion that will allow the team to thrive for years to come. Company: ProDog Raw Ltd Name: Heidi Maskelyne Web Address: www.prodograw.com