www. pettradeworld. comPET TRADE WORLD DECEMBER 2009 33 Small Animal Food Focus Compared to dogs and cats, there are relatively few small animals kept as pets but the number is growing, particularly in urban areas, due to them being perceived as relatively low maintenance. This is defi nitely not an area though, that should be overlooked by pet shops as it was the most buoyant part of the pet food market throughout 2008 showing growth in volume of 3% and growth in value of 14%. The total size of this market currently standing at £ 64m. Most of these small animals will survive on a diet based on cereals ( oats, barley, maize), plus dried vegetables and biscuit meal, with the addition of fresh fruits for their vitamin / mineral content and ( largely in the case of rabbits, guinea pigs and chinchillas) a plentiful supply of good quality hay for bulk, roughage and to prevent boredom. There are many commercially developed diets or feed pellets representing balanced rations for each type of small animal. Please discourage any customer from feeding their small pet a diet designed for another type of animal. For example, rabbit food is not suitable for guinea pigs because it does not contain added vitamin C. Rabbit diets can also often have added coccidiostats ( to prevent rabbit diseases) which can cause liver and kidney problems in guinea pigs. Consequently it is never advisable to house rabbits and guinea pigs together. Also remember that guinea pigs, in the same way as humans and primates, lack the enzyme L- gulonolactone oxidase needed to produce vitamin C from glucose and therefore must obtain their vitamin C from their diet. Most commercial dry diets have added vitamin C, but those levels do start to fall once a bag of food has been opened. For that reason, advise your customers to supplement diets with a selection of fresh green vegetables high in vitamin C, like kale, parsley, spinach and broccoli. The main idea, with any type of animal feed, is to mimic an animal's natural diet as closely as possible. Vegetables and fruit should therefore only be used as necessary supplementation or treats. As a rule treats should not exceed 10% of any daily food intake and all fresh fruit and vegetables should be washed thoroughly prior to be being fed to pets. Other foods high in fat, such as peanuts and sunfl ower seeds should also be kept to a minimum to reduce the risk of obesity, particularly in caged pets. Sunfl ower seeds are low in calcium and have been implicated in osteoporosis and spontaneous fractures in Gerbils fed solely on these. Some other types of rodent ( notably rats) can develop corn allergy, manifesting itself as an irritant dermatitis. All small animals like to chew and gnaw - and for rabbits and guinea pigs it is essential as their teeth grow continuously throughout life. Remind your customers to provide hard items, such as fruit tree bark, to help keep the incisors worn down. It is also advisable to use solid earthenware or ceramic dishes which cannot easily be chewed as soft plastic, if swallowed, can harden in digestive enzymes causing damage. Water should be changed at least daily and provided in gravity drinking bottles where possible to keep it free from contamination and prevent small rodents from drowning in open dishes. ¦ Small Animal Food Burns Plantain and Dandelion The dried Plantain and Dandelion for rabbits and other small animals is a tasty, high fi bre complementary food which can be used as part of a healthy natural diet. Both are excellent for the support of digestive function and dandelion also helps support urinary tract health.

3 4 PET TRADE WORLD DECEMBER 2009www. pettradeworld. com Small Animal Food Focus The Excel Range - For Furry ' Fibrevores' The Excel range of products has been formulated especially for ' fi brevores' - rabbits, guinea pigs and chinchillas. These small animals are unique as they have evolved a complex digestive system that requires extremely high levels of fi bre. Excel Tasty Nuggets - for digestive health All Excel Tasty Nuggets are complementary foods intended to be fed as part of The Excel Feeding Plan and have been formulated to prevent selective feeding. The range includes - . Excel Rabbit Junior and Dwarf . Excel Rabbit Adult . Excel Rabbit Adult with Oregano . Excel Rabbit Light . Excel Rabbit Mature . Excel Guinea Pig . Excel Guinea Pig with Blackcurrant and Oregano . Excel Chinchilla Excel Herbage & Forage - for dental health Excel Herbage Delicious, fresh, barn- dried Timothy hay with high levels of benefi cial fi bre ( 63%). Contains added marigolds and dandelion to provide variety and taste as well as health. Excel Forage Pure, fresh barn- dried grass harvested straight from the fi eld, with naturally high levels of benefi cial fi bre ( 55%). Burgess The Supa Small Animal Range This range is designed for small furry pets who do not require the carefully managed diet of ' fi brevores', but still need a top-quality food specially formulated with their health and nutritional needs in mind. All varieties are available in a new 350g size, offering a premium packaged solution for consumers looking to purchase quantities more appropriate to the size of their pet. Supahamster - Hamster Harvest A brand new luxury complete food ideal for all hamsters, particularly larger Syrian hamsters. All hamsters are omnivores and as such enjoy meat in their diet. Tasty whole dried mealworms, a great source of essential protein, are combined with a mix of wholesome grains, pumpkin seeds, peanuts and banana fl akes. Flaked, rather than whole, oats are used to protect sensitive cheek pouches, which can be damaged by sharp food. Supahamster - Dwarf Hamster Harvest A brand new luxury complete food created especially for dwarf hamsters. The combination of small seeds, hearty grains, wheat fl akes and peas, as well as tasty whole dried mealworms - a great source of essential protein - has been developed to deliver the optimum balance of nutrients. Suparat - Rat Royale Formerly sold as Supa Rat Excel, an all- in-one complete meal fortifi ed with vitamins and minerals for beautiful coat colour and healthy teeth, skin and bones. Each nugget contains natural antioxidants to help support the immune system, and pre- biotics to aid digestion. With coarse- mix foods, rats can be prone to pick out some bits and leave the rest, which can lead to an imbalanced diet. Suparat nuggets prevent selective feeding, providing a healthy, balanced and tasty diet. Supagerbil - Gerbil Granola A brand new luxury complete food formulated to deliver all the nutrients gerbils need. Made with top- quality ingredients, including exotic succulent fruits, vegetables and energy- boosting seeds and grains. Added chicken in the crunchy cereal bites provides essential meat protein. Supagerbil is also suitable for pet mice.