Excellence in Business Awards: Friends discover perfect recipe for pet food company

14 October 2015.......  Pure Pet Food receive the Young Business award from Archbishop Dr John Sentamu and Justin Webb at The Yorkshire Post Excellence in Business awards at The Queens Hotel  in Leeds. Picture Tony Johnson
14 October 2015....... Pure Pet Food receive the Young Business award from Archbishop Dr John Sentamu and Justin Webb at The Yorkshire Post Excellence in Business awards at The Queens Hotel in Leeds. Picture Tony Johnson
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Many great businesses are born in modest settings.

Just ask Mat Cockroft and Dan Eha, whose enterprise, Pure Pet Food, triumphed in the Young Business of the Year category.

The pair of dynamic entrepreneurs established the company on a kitchen table in Halifax around three years ago.

They spotted a gap in the market for a fresh, nutritious pet food. Gone are the days when pet foods seemed unpalatable to humans.

Animal lovers are more discriminating about the types of food they buy for their pets.

Today, Pure Pet Food is looking at export markets and has even set up its own manufacturing facility in Halifax. It employs four staff and hopes to hire more in 2016.

The company provides dogs with the natural goodness and nutrients found in raw and home-made food.

The company’s website states: “The big difference with Pure food is that we prepare all of our meals with dehydration.”

Although this is a much longer process than making a dry or wet dog food, Pure Pet Food believes it’s time well spent.

According to the company, this simple process of removing moisture means Pure foods are around four times as dense
in nutrients, vitamins and minerals as fresh fruit and vegetables.

Sensitive stomachs, itchy skin, bad breath, dental decay and other issues such as weight
gain or loss are often directly linked to a pet’s diet. Costly
trips to the vets can often be avoided by providing fresh, natural food.

Mr Cockroft said: “It’s fulfilling to know you are growing a business and employing people. It’s also good to be in control of your own destiny.”

“The business has quadrupled its turnover in the last 12 months with growth showing no signs of slowing.”