Pet food company develops recipe for success with natural approach
IT’S a successful local business that started from a home kitchen.
Elland-based Pure Pet Food made it as far as the BBC’s Dragon’s Den in 2014 – and has gone from strength to strength.
Now the company has become the latest winner of the Huddersfield Town Shooting Stars award, in association with Lucas Lee.
Formed by childhood friends Mathew Cockroft and Daniel Valdur Eha, Pure Pet Food is an award-winning manufacturer of innovative dehydrated and freeze-dried pet food.
The innovative company has quickly grown from a tiny business – which started life in Daniel’s kitchen – to a brand that is now sold around the world and in major retailers such as Pets at Home.
These unique processes provide pet owners with all the convenience of a traditional pet food product whilst retaining the goodness and nutrition found in fresh ingredients.
“Pure first started after we decided to do our own research into the current commercial pet food available and exactly how it was made,” said Mathew.
“It made little sense to us that highly processed food – containing low quality ingredients and manufactured into small brown biscuits – are fed to pets each day was possibly the healthiest diet option.”
Pure Pet Food’s innovative manufacturing techniques allow for products that not only address current market trends to feed a low processed and high-quality food, but also avoids the inconvenience and expense which can prevent a significant number of owners from doing so.
Co-founder Dan added: “We set out to create a food which retained the convenience of a commercial dry or wet pet food, but with the benefits of fresh, wholesome ingredients.
“This thought process led us to the methods of dehydration and freeze drying, which allow for the gentle preservation of fresh ingredients. Pure requires no refrigeration or freezer space, owners simply have to add water and serve, creating a healthy low processed meal in minutes.”
Now out of Daniel’s kitchen, Pure produces their natural pet food products in their very own human grade food facility. The company which started with just £3,000 of personal savings in 2013 is rapidly expanding as it continues to build traction in the UK and Europe.
The Shooting Star award comes after a host of recent accolades and achievements for the business. Pure won the Lloyds TSB’s National Best Start-up award and the PetQuip Pet Product Innovation award.
Pure’s founders also famously turned down funding after receiving offers from Deborah Meaden and Kelly Hoppen on Dragon’s Den.
Chris Lee, managing director of Lucas Lee, said: “Mat and Dom, have had an incredible journey over the last few years and have really excelled with the business from starting in Dom’s kitchen to looking at expanding into larger premises.
“I wish them all the best for the future, and look forward to hearing about their future growth.”