General News www. pettradeworld. comPET TRADE WORLD DECEMBER 2009 17 Whitewater GFX is one of the UK's leading graphic and exhibition display production companies. We understand that punctual delivery and cost effective production of your graphics is as essential to a brand as the message itself. Whether we take your design and just deliver the graphics, or take your brief and deliver the ideas, we promise to work with you to take care of your brand as if it's our own. We are known for making the extra effort which is why we continue to enjoy working with major brands Bacardi, L'Oreal, Thomas Cook, Harvey Nichols, Levis, Wetherspoons and EMAP Contact us at: Unit 2 . A1 Parkway . Southgate Way . Orton Southgate . Peterborough . PE2 6YN Telephone 0845 459 9956 . www. thesourcefor. co. uk Fit Freddy - The In- Shape Neddy! If you have spotted a series of cartoons of a horse dressed for the gym in various publications over the past few months, then you may have wondered who he is and where he has come from. Fit Freddy and the Saracen Horse Feeds team are on a mission to help horse and pony owners the length and breadth of the UK get their steeds into the peak of health. They will be educating and encouraging a healthy approach to equine nutrition and exercise with Fit Freddy - The In- Shape Neddy being the brand's new mascot and ' celebrity face' of these exciting new feeds. Fit Freddy is the ' Mr Motivator' of the equine world and was created in conjunction with Saracen Horse Feeds advertising agency. Saracen Horse Feeds have worked with the same agency over a number of years and are thrilled with the new mascot as Commercial Director Jim Scott for Saracen Horse Feeds explains: " Fit Freddy is a great vehicle for us to send out a positive message on the merits of healthy feeding and exercise. The chirpy, humorous character will appeal to a big cross section of horse and pony owners - young and old." Fit Freddy will be used throughout advertising and promotions in conjunction with the new feed, as well as promoting equine health. The new feed will be available from mid November 2009 and trade prices will start at £ 12.60. For more information telephone 01622 718 487 or visit www. saracenhorsefeeds. com ¦

General News 1 8 PET TRADE WORLD DECEMBER 2009www. pettradeworld. com RSPCA Welcomes Withdrawal of a Pet Cloning Service The RSPCA welcomed the news that BioArts International had withdrawn its pet cloning service but is extremely dismayed that such a service was ever offered in the fi rst place. The six reasons given by the BioArts CEO, Lou Hawthorne, for stopping their cloning service were for the very animal welfare and ethical concerns that the RSPCA highlighted at the outset. RSPCA Senior Scientifi c Offi cer Dr Nikki Osborne says: " What is so frustrating is that it has taken BioArts over fi ve years to confi rm what the RSPCA has been saying all along. Namely, that the cloning process is ineffi cient, it can cause animals to experience pain, suffering, distress and lasting harm and that there is little public support for this kind of work. At one time, BioArts even offered their service for free, but still, the public showed no signifi cant interest". " The fact that animals can be cloned does not mean that they should be. The question now is what more will it take for governments around the world to take action to ban the cloning of companion and livestock animals for commercial purposes?" ¦ Pet aisles have checked- out the Meer- Craze this Christmas.... literally.... The super cute and cuddly Meerkat dog toy has proved such a success that Good Boy have sold out! 22,500 Meerkats have fl own out in a matter of weeks, but don't worry - another order has been placed for January 2010. Once these popular toys land in January, with every 8 cases ordered, Good Boy will give each retailer a free Meerkat Dumpbin. This little guy even has his very own website www. checkoutthemeerkat. com with all the stockists' information and also a Facebook fan page to keep up to date with all the news. ¦ Pooch & Mutt launch new concentrate range with national distribution through Pets at Home. Pooch & Mutt recently announced the launch of their new concentrated range. The concentrates are the product of a year's long, hard work and research. The new concentrates use the same active ingredients as the existing, successful products; Bionic Biotic for skin, coat, condition and digestion and Mobile Bones for joints, bones and mobility. By changing from pellets to powder Pooch & Mutt has been able to take out some of the inactive ingredients, making the products more concentrated and smaller. Being smaller gives 2 main advantages - price: The concentrates costs less to make, store and transport - these savings are passed on the customer. The new concentrates are just £ 9.99 per pack, which lasts an average dog 1 month. Size: They take up less shelf space ( and can be displayed on hooks) - a great benefi t to stockists. There are fewer emissions in the production and transportation - a good environmental benefi t. Guy Blaskey, Director of Pooch & Mutt says, " The concentrates will help dogs in the same way as the existing products, with the same benefi ts from the same active ingredients. We hope that the lower cost and ease of use will mean that even more dogs get to benefi t from the Pooch & Mutt products." ¦