The trade association for the pet food industry is now to be known as UK Pet Food.
Formerly known as the Pet Food Manufacturers’ Association (PFMA), the trade body has adopted a new identity to better reflect the remit of the organisation, which focuses on providing pet owners and professionals with information on wet, dry, and raw prepared pet food and good nutrition.
UK Pet Food has over 100 members and represents 90% of UK manufacturers, as well as representing the growing interests of a broad range of members. It recently expanded its membership to include affiliate organisations in the pet world, opening up opportunities for more networking, collaboration and training.
The new UK Pet Food branding focuses on a strong yellow core logo along with a suite of pet-specific sub logos to represent different species with their own colours.
UK Pet Food chief executive Michael Bellingham said: “Creating a new brand identity has been an important journey for us. We value our 50 years of history, but equally we pride ourselves on being a forward-thinking organisation, embracing change and driving it forward.
“We were keen for our brand to capture this feeling and better reflect who we are and what we are about. Our modern name and bright new look demonstrates our evolution, embracing new members and planning for the next 50 years.”
He continued: “It has been a busy year coordinating our new look alongside a new website, which you can find at ukpetfood.org. Our focus with the website has been to simplify navigation to make it easier for users to find our expert-written material on pet food and nutrition.
“The design incorporates our new colours and ensures we are projected as the forward-thinking organisation that we are. Along with our website we have a new communications platform for engaging with our members – this will significantly enhance the service we provide and the member experience.”