October 02, 2007 08:02 ET

Waitrose Champions OrganiPets, Reducing Carbon Pawprints Nationwide

LONDON, UNITED KINGDOM--(Marketwire - Oct. 2, 2007) - As a nation of animal lovers we're spending more on our pets. The market value approached a staggering 2.6 billion in 2006, representing more than a 5% growth in one year. It is estimated that the market value will grow by another 6% in 2007.(i)

This market growth is attributed to the 'humanisation' of our pets and the increasing demand for premium food products, hence Waitrose's commitment to bring new pet food brand OrganiPets in-store.

OrganiPets is a premium, complete organic dog and cat food that is not only healthy and delicious for your pet, it is environmentally friendly too! With nearly 7 million dogs and over 9 million cats in the UK a change to an ethical products could really make an environmental difference.

In tune with Waitrose's core values Oxford based OrganiPets is accredited by the Ethical Company Organisation and prides itself on demanding the highest standards of animal welfare from its farmers.

Made in Britain its ingredients are sourced as locally as possible, which reduces unnecessary food miles and supports British farmers. Its stunning branding makes it stand out from the crowd. And its contemporary paper packaging is designed and made in the UK from sustained forests and is recyclable.

Female entrepreneur Liz Nuttall founded OrganiPets out of a passion for her own dog who was diagnosed with cancer. 14-year-old Raffy has been in remission for the last five years, which her vet attributes to her diet.

The OrganiPets Premium Complete food's main ingredient is human grade organic free-range chicken, there are no 'nasties' such as artificial colours, flavours or preservatives. Furthermore, no pesticides or fertilisers are used in the process.

OrganiPets food is hypoallergenic and contains organic rice, rather than the usual wheat or soya, as it's easier to digest. This makes OrganiPets a great choice for animals with sensitive stomachs.

Waitrose's Spokeperson commented:

"Waitrose is delighted to have expanded its pet food range with the addition of OrganiPets. Our customers are increasingly looking to buy organic and OrganiPets will appeal to the healthy lifestyle our customers want for their pet. The products also support Waitrose's commitment to British farming."

OrganiPets' MD Liz Nuttall added:
" I am delighted that Waitrose is supporting a female led British company that truly makes ethical and healthy products."

For owners who want good nutrition for their pets and a greener world to live in, OrganiPets is the natural choice.

Notes to the Editor:

(i) Figures from a recent survey by Euromonitor International dated 10th September 2007.

Illustrating OrganiPets' commitment on a 'local' level, the company sponsors its local charity - West Oxford Animal Rescue - where all the dogs and cats are fed OrganiPets to help their rehabilitation at the centre.

Unlike other organic pet foods OrganiPets does not use soya in any of its products as there is evidence that suggests soya can cause diarrhoea, flatulence and allergic reactions.

The OrganiPets formulae for cats not only boasts a very high protein content compared to its dog counterpart, but is also fortified with Taurine, a vitamin that acts like an amino acid and is an essential ingredient for a cat's well-being.

OrganiPets works with an organic expert who has over 20 years experience with organic food and drink. He is a qualified food technologist and nutritionist and a council member of the Soil Association.

OrganiPets works with a pet food consultant who has over 30 years experience working in the pet food industry. He is a qualified food technologist and nutritionist. He also advises OrganiPets on all the aspects of the regulations and industry codes of practice concerning pet food.

OrganiPets meets the recognised standards of the AAFCO (the American Association of Feed Controls) and the FEDIAF (the European Pet Food Manufacturers Association).

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