ANNUAL REPORT
CHAIRMAN’S WELCOME
The PFMA was founded in 1970 by four pioneering companies who saw the need for a single body to act as an industry voice, to provide guidance to smaller companies and to join the important discussions taking place on legislation and animal welfare.
Fast forward fifty years, and the need for a single unified voice representing our industry has never been more critical. Right now, we are dealing with one of the biggest crises the world has seen in our lifetimes with the COVID-19 pandemic affecting every aspect of our society and normal life.
I am immensely proud of the response by our Association and our members. Facing unprecedented demand, we have risen to the challenge and throughout the pandemic have maintained good supplies of pet food for our nation’s pets.
Despite many difficulties, production has continued uninterrupted, our pet shops remain open to serve local communities and our colleagues remain safe.
Now more than ever, the role of pets in our homes is under the media spotlight, confirming what we already know, that pets make an important contribution to all our lives.
They are our companions, members of our families and part of our everyday routines. This is why PFMA places pets at the heart of everything we do.
We deliver on this promise through our Pet Food Vision. Launched in 2018, it features the core pillars of our industry: nutrition, animal welfare, safety & standards and sustainability, and continues to be the focus of our work.
As my tenure as Chair comes to a close, I pass the baton over to Greg Van Praagh (Managing Director of Benyfit Natural). I have worked alongside Greg for the past year and know he will do a fantastic job. I am looking forward to supporting him as Past Chair.
Finally, whilst we have postponed the event we planned to mark the PFMA’s 50th Anniversary, please be assured this wonderful milestone will not go unmarked. We look forward to celebrating with many of you in March 2021.
My sincere thanks go to Mike and his excellent team, and to all members who have made my Chairmanship a privilege, an honour and a pleasure.
As I sign off, I am delighted to share with you below our brand new, short film produced to mark our 50th anniversary. We hope you enjoy it.
Tony Parkinson, PFMA Chairman
VIEW OUR JOURNEY
The Pet Food Manufacturers’ Association celebrates its 50th Anniversary in 2020 by looking back over the last 50 years and commemorating the positive changes that have occurred in the pet industry since 1970, when the association had just four members.
Pet Food Manufacturers’ Association established as the voice for the pet food industry comprised of four members: Spillers, Quaker Oats, Petfood Ltd and Stamina Ltd. Quaker Oats and Stamina eventually became part of Spillers, which is now Nestle Purina Pet Care, while Petfood Ltd became Mars Petcare.
PFMA supported the Pets Are Good For People campaign
PFMA joined FEDIAF (the European Pet Food Federation).
The US National Research Council published recommendations on the nutritional requirements of cats and dogs.
Pet Health Council and SCAS established with PFMA as member.
The PHC formed to promote and advise on the health and welfare of pet animals in the interests of both pets and people. It offered the latest news and research.
SCAS established to promote the study of human-companion animal interactions and raise awareness of the importance of pets in society.
Dog population 5.6 million, cat population 4.9 million, budgerigar population 2.1 million.
PFMA launched a successful campaign to remove VAT from pet food and highlight the injustice of the Government tax.
National Pet Week is established to promote responsible pet ownership. National Pet Week has now become National Pet Month (PFMA is a trustee alongside NOAH).
Following the BSE crisis, the industry worked quickly to ensure pets were kept safe. It acted ahead of government and the food industry and rapidly adopted a ban on the use of specified offals for human consumption in November 1989.
Dog population 7.4 million, cat population 6.8 million, budgerigar population 2.1 million.
PFMA supported the Scoop The Poop campaign
PFMA adopted policy that only raw materials from animals passed as fit for human consumption (under veterinary inspection) was incorporated into the Animal By-Products Order. PFMA often adopts policies that are ahead of legislation.
The EU announced the end of the UK beef export ban. This followed the dedicated work of a PFMA taskforce to fight this issue.
For the first time since tracking data, PFMA population data recorded a higher cat population than the dog population with cats at 7.7 million and dogs at 6.7 million. The budgerigar population was 1 million.
PFMA AGM 2000 –
Celebrating 30 Years
PFMA launched its first version of a website. It looked very different!
Pet passports introduced, which meant cats, dogs and ferrets became citizens.
PFMA promoted the work of Wandsworth Council, which announced it was permitting pets in sheltered housing schemes. This had been a focus of a campaign led by SCAS and PFMA.
Cats: 8 million, Dogs: 8 million, Rabbits: 1 million, Pet birds: 1 million, Domestic fowls: 800’000, Guinea pig: 700’000, Hamsters: 400’000.
PFMA launched its first educational campaign on pet obesity. ‘Pet Obesity: The Reality’ launched alongside the Pet Size-O-Meters for cats, dogs and rabbits, promoting healthy shaped pets. Birds and Guinea Pigs were added in 2013 and 2014.
Allen & EJ Parton with Lord Blunkett and Sadie, PFMA AGM 2009 at the launch of PFMA’s pet obesity campaign
PFMA comprised of 60 companies.
PFMA hosted the Animal Welfare Education Symposium, which brought together over twenty welfare organisations and resulted in the launch of Pet Education Resources website, in 2012, a sign-posting site for pet themed education materials.
Rabbit Nutrition Guidelines developed by PFMA, subsequently adopted by FEDIAF.
Your News, a summary of the latest pet related news, launched and circulated to members on a weekly basis. This is a much valued membership benefit.
PFMA established two additional working groups. One focused on exports the other was a dedicated sector group, which included both wild and pet birds.
Over 300,000 Size-O-Meters circulated via UK’s network of rehoming centres.
PFMA AGM 22 March 2012
Members and guests focused on ‘Improving the lives of pets and people through education’.
PFMA attends Nottingham University careers event to promote the pet food sector.
PFMA wins Trade Association Forum ‘Best Practice’ Award for it’s Annual Report.
‘Weigh in Wednesday’ campaign secured over 200 pieces of coverage, reaching over 127 million including live TV.
Pet Obesity: 5 Years On – second edition of the report.
Feed the Birds – a radio campaign promoting the feeding of wild birds to young urban dwellers, covered by 39 stations.
PFMA AGM 13 March 2014
Members and guests joined for a Pet Obesity Question Time.
Working group set up within PFMA to represent fish food manufacturers.
Following Channel 5’s negative ‘The Truth About Your Dog’s Food’ documentary, PFMA fought back and launches Truth About Pet Food Campaign. This myth busting education campaign secured broad support from stakeholders and continues to be a focus.
Working group set up within PFMA to represent commercial raw pet food manufacturers. The group focuses on educational guidance for owners and promoting manufacturing best practice.
First Companion Animal Nutrition Conference co hosted by PFMA and Moulton College.
PFMA wins Trade Association Forum ‘Digital Campaign of the Year’ Award
PFMA Brexit manifesto launched. Dedicated Task Force set up, online toolkit and Brexit News for members.
Bird education resources for schools launched.
Michael filmed for Sky News. The “man with very strong opinions” advised “60m pets did NOT vote for Brexit”.
PFMA Brexit Trade Group established to look for export opportunities as we progressed towards a post Brexit world.
PFMA joined the NFU Food Supply Chain Summit and added its voice to a sector statement on four key policy areas covering trade, labour, regulation and agricultural policy.
PFMA held a Pet Food Nutrition Seminar for students at Glasgow University to enhance their nutrition teaching.
PFMA’s Pet Food Vision launched promoting animal welfare, nutrition, safety & standards – the core pillars underpinning the UK pet food industry.
PFMA had introductory meeting with the World Animal Health Organisation in Paris to understand their role in animal welfare.
PFMA held training seminar for members on labelling and FEDIAF Nutritional Guidelines. Education and training is a key member benefit.
PFMA hosted a Rabbit Symposium with 70 representatives from the rabbit welfare sector including industry, vets, academics and welfare organisations.
PFMA collaboration with AMTRA and AHDA on training SQPs on pet health & nutrition.
PFMA co-sponsored All-Party Parliamentarian Group for Animal Welfare and hosted seminar on animal sentience.
PFMA Raws Group Best Practice sector guidelines developed in conjunction with Defra, FSA, APHA, PHE launched. There are now 11 commercial raw producers in membership.
PFMA Twitter page launched.
Reviewed annual coverage and confirmed 298 PFMA pieces, reaching 50 million.
PFMA media cuttings include 50% more expert comments over two years confirming that awareness of PFMA amongst media growing.
PFMA Animal Welfare Framework launched, highlighting animal welfare as a core pillar underpinning PFMA work.
PFMA Pet Food & Nutrition courses launched with two sell-out events in 2019 – attended by 60 PFMA members.
PFMA recruited Laura Waters our new Membership & Events Manager. Our first position dedicated to membership.
PFMA launched the 3rd edition of the obesity report: ‘Pet Obesity: Ten Years On (2009-2019)’ at the House of Commons with 25 MPs signing our pledge board.
Continued co-sponsorship of the All Party Parliamentary Group for Animal Welfare, alongside RSPCA.
Sarah qualified with a MSc degree in Animal Nutrition, from University of Nottingham.
Introduced new factsheets on ‘Dental health for dogs’, ‘Feeding for behavioural enrichment’ and ‘Choking hazards’.
Ongoing relevance to the media with over 300 PFMA media mentions in 2019, reaching an audience of 27,551,000. 21 articles written for the trade press and 160 pieces of expert comment across national, regional and trade press.
New educational posters launched: ‘The Importance of Hay for Guinea Pigs’ and ‘Handling Commercial Raw Pet Food Safely’.
Research at LVS highlighted that 50% of vets are aware of PFMA compared to 16% in 2012.
PFMA Sustainability Committee re-established. The Pet Food Vision is updated to include a sustainability pillar.
PFMA started to organise the second Companion Animal Nutrition (CAN) Conference (13 February 2020) in collaboration with Northampton University.
Michael Bellingham shares the key milestones in 2019
2020
The year has got off to an unusual and life changing start. The need for a trade body to support and act on behalf of industry, presenting a unified voice, has never been stronger.
COVID-19
PFMA continues to support members as the world works to return to a new normal. Resources for members include an online Covid-19 Hub and weekly update calls with the Secretariat team.
EU EXIT
PFMA will be raising awareness of industry’s priorities for post-Brexit trade negotiations.
SAFETY & STANDARDS
PFMA puts safety, standards and sustainability at the heart of its work. The attention will be on safe sourcing, safe pet food products and a safe environment. We will focus on traceability, sustainability and industry best practice.
SUSTAINABILITY
Developing and communicating our sustainability plans, focusing on:
- Packaging & recycling,
- Sustainability of ingredients,
- Animal Welfare Environmental impacts of manufacturing process
ANIMAL WELFARE
Continuing our active engagement in animal welfare forums such as the All-Party Parliamentary Group for Animal Welfare, National Pet Month and the Canine Feline Sector Group.
PET NUTRITION
PFMA puts pet nutrition at the heart of its work;
- Promoting healthy feeding and weight management
- Educating our members as we continue the PFMA nutrition course
- Building on the science behind small animal nutrition
COVID-19
PFMA continues to support members as the world works to return to a new normal. Resources for members include an online Covid-19 Hub and weekly update calls with the Secretariat team.
EU EXIT
PFMA will be raising awareness of industry’s priorities for post-Brexit trade negotiations.
SAFETY & STANDARDS
PFMA puts safety, standards and sustainability at the heart of its work. The attention will be on safe sourcing, safe pet food products and a safe environment. We will focus on traceability, sustainability and industry best practice.
SUSTAINABILITY
Developing and communicating our sustainability plans, focusing on:
- Packaging & recycling,
- Sustainability of ingredients,
- Animal Welfare Environmental impacts of manufacturing process
ANIMAL WELFARE
Continuing our active engagement in animal welfare forums such as the All-Party Parliamentary Group for Animal Welfare, National Pet Month and the Canine Feline Sector Group.
PET NUTRITION
PFMA puts pet nutrition at the heart of its work;
- Promoting healthy feeding and weight management
- Educating our members as we continue the PFMA nutrition course
- Building on the science behind small animal nutrition
Our Team (From Left to Right): Michael Bellingham, Lana Morgan, Sarah Hormozi, Laura Waters and Nicole Paley.
MEMBERSHIP BENEFITS
PFMA is dedicated to representing its members and promotes the responsible manufacture of quality, nutritious products.
Reasons why members value the PFMA
%
of members value PFMA for its Committees & Working Groups
%
of members value PFMA for its Credibility
%
of members value PFMA for its Lobbying Influence
%
of members value PFMA for its Networking Opportunities
%
of members value PFMA as an Information Resource
%
rated effectiveness of PFMA as overarching industry representative
IN 2019 PFMA DELIVERED…
We appreciate more than ever the valuable work of the PFMA in supporting its members, providing up to date information and leading on behalf of the industry. If ever we needed reminding of why we need a strong, unified trade association, it is now.
The PFMA offers an incredible service not only in the time of crisis, but in an ever evolving and developing world of new legislative constructs and uncertain times.
PFMA’s Annual Pet Population Survey
Every year, PFMA gathers Pet Food Market Data and commissions Pet Population Research – talking to 8000 members of the public. Here we have a snapshot of our findings but more detail can be viewed in the Statistics section of our website.
TOP TEN PETS
Note: All figures are rounded to the nearest 100,000.
- 9 MILLION DOGS
- 7.5 MILLION CATS
- 600,000 RABBITS
- 500,000 INDOOR BIRDS
- 400,000 GUINEA PIGS
- 400,000 DOMESTIC FOWL
- 300,000 TORTOISES & TURTLES
- 200,000 HAMSTERS
- 200,000 SNAKES
- 200,000 LIZARDS
Note: All figures are rounded to the nearest 100,000.
- 2.7M INDOOR FISH TANKS (6% households)
- 1.3M OUTDOOR PONDS
PET POPULATION CHANGE
PFMA survey of over 8000 people. See pfma.org.uk/statistics for more information.
PFMA Pet Market Data
PFMA is the principal trade body representing the UK pet food industry. Our 85 member companies account for over 90% of the UK market.
MISSION STATEMENT
PFMA aims to create a credible and responsible industry by placing pets at the centre of everything we do. While striving to achieve a balanced regulatory environment for the production of nutritious and safe food, PFMA also encourages responsible pet ownership, working in partnership with relevant pet bodies. It aims to be the main resource for its members, the public and others, as well as playing a lead role in forming opinions in Europe through the European Pet Food Federation (FEDIAF).
Our membership comprises of manufacturers of all sizes producing food for the range of pet species. In representing the interests of our members we focus on the following core pillars:
Animal Welfare
Nutrition
Safety & Standards
Sustainability
OUR TEAM
MICHAEL BELLINGHAM
CHIEF EXECUTIVE
JOINED: 2004
NICOLE PALEY
DEPUTY CHIEF EXECUTIVE (COMMUNICATIONS & ANIMAL WELFARE)
JOINED: 2003
SARAH HORMOZI
HEAD OF SCIENCE AND EDUCATION
JOINED: 2011
LANA MORGAN
HEAD OF REGULATORY AFFAIRS
JOINED: 2009
LAURA WATERS
MEMBERSHIP AND EVENTS MANAGER
JOINED: 2019
