General News www. pettradeworld. comPET TRADE WORLD OCTOBER 2009 7 CEVA launches Feliway ® TV advertising and marketing campaign In a fi rst for the company, CEVA Animal Health is launching a major new TV advertising and marketing campaign aimed at raising awareness of feline stress and promoting the benefi ts of its trusted and scientifi cally proven veterinary product, Feliway ® . The TV advertising will run at the end of October and the beginning of November on ITV1, ITV2 and ITV3 with a reach of 3.2 million cat owners and it will feature an animated character ' That Purple Cat' specially created to help educate owners in an amusing way. A range of merchandising material has been produced to support the TV campaign including ' As seen on TV' tent cards, shelf wobblers and stickers and ' We stock Feliway ® ' window stickers. Moreover, an eye- catching pre- fi lled counter display unit is now available to help generate demand in store for both Feliway ® for cats and D. A. P. ® for dogs which can hold both consumer leafl ets and products and is backed by a range of introductory deals and promotional off ers. " Most owners are unable to recognise signs of stress in their cats, with people mistaking behaviours such as scratching, aggression, urine spraying and excessive grooming as normal," says Fabienne Maçon- Slater, sales and marketing manager for the retail sector at CEVA Animal Health. " The new TV advertising and marketing campaign will educate cat owners on these signs and highlight the benefi ts of using Feliway to comfort and reassure cats at times of stress." For further information on Feliway ® and D. A. P. ® or the Feliway ® TV advertising and marketing campaign, please contact CEVA Animal Health on 01494 781510 ¦ Rescued Guinea Pigs Benefi t from Megazorb Bedding Guinea pigs housed at the Cavy Rescue and Retreat in Bristol enjoy living in a comfortable and safe environment thanks to Megazorb bedding which was originally developed by Northern Crop Driers for equestrian use. Centre manager Fi Cantillon explains: " We use Megazorb bedding for our guinea pigs because it is so absorbent, captures smells and is safe and comfortable." " It is not suitable to use straw as it is too scratchy and can cause eye injuries. We no longer recommend wood shavings as this may have a detrimental eff ect on guinea pig health." Made from virgin wood pulp, Megazorb is produced by high temperature drying which removes the moisture from the wood pulp and kills off moulds, spores and bacteria. Megazorb is also double dust extracted making it great for helping to maintain a healthy respiratory system. As the wood pulp used to make Megazorb is a by- product of the wood- pulping industry ( that would normally go to waste) it is also environmentally friendly and being totally biodegradable is easy and cheap to dispose of. Cavy Rescue and Retreat in Bristol is currently caring for over 60 guinea pigs all in need of loving homes. The centre was founded in June 2008 and is self funding and non- profi t. Currently working on a case involving 200 guinea pigs, the centre is soon hoping to secure custody and care for them at the Cavy Rescue and Retreat. For more information on Megazorb bedding please contact Northern Crop Driers on 01759 318396 or visit www. northerncropdriers. co. uk For more information about Cavy Rescue and Retreat please visit www. cavyrescueandretreat. org. uk ¦

General News 8 PET TRADE WORLD OCTOBER 2009www. pettradeworld. com Leading West Midlands' Pet Food Company wins major industry accolade Star Treats, produced by Fish4Dogs has been voted the Pet Product Retail Association's ( PPRA) Best New Product for 2009. The PPRA Awards were formed to reward and recognise excellence within the pet industry. " Dogs love them," says Jill Angell, Marketing Director of Fish4Dogs. " We coat the Star Treats with a very concentrated Salmon Oil, which holds the dog's attention for a very long time! Position them next to the till and these impulse purchases will jump off the shelf. We are ecstatic that the pet shops have voted for Fish4Dogs and very grateful to everyone who voted for us." Fish4Dogs were presented with their award at a champagne reception at the Glee Exhibition. ¦ Jill Angell GA Pet Food Partners has partnered with Verm- X to off er any pet food brand the opportunity to add natural internal parasite control to their own range of pet foods or treats. Verm- X is a natural herbal internal parasite control that can be added very quickly to new or existing formulations for dog, cat, ferret and small animals. A dry pet food containing Verm- X can be available off - the- shelf and because no prescription is required for Verm- X, it has never been easier to buy and use as an internal parasite control. Verm- X is classifi ed as a complementary feeding stuff and off ers a simple and easy option for pet owners. Ben Helm, Sales and Marketing Director for GA commented '' I see this exclusive partnership between GA and Verm- X as a real opportunity for any pet food brand seeking to add a real and marketable benefi t to their range of pet food. This is one of the most signifi cant innovations in dry pet food for years as Verm- X off ers a simpler, more natural solution to a real problem - and is consistent with the super premium pet food brands that GA partners with.'' For more details on how you can add natural internal parasite control to your range of dry pet foods, please contact GA Pet Food Partners on 01772 601606 ¦ Add Verm- X ® - a natural internal parasite control to your own brand of pet food - exclusively at GA CIRCULATING OVER 12,000 COPIES A MONTH To retailers, manufacturers, vets, kennels and catteries, garden centres, equine and aquatic related outlets and pet related organisations throughout the UK and the rest of the world Pet Trade World really does Lead the Way!