The UK pet food industry’s trade association has unveiled its new identity, UK Pet Food. Previously known as the Pet Food Manufacturers’ Association, UK Pet Food said the new name better reflects the remit of the organisation. 

UK Pet Food, which has over 100 members and represents 90% of UK manufacturers, will continue to lead the industry agenda whilst representing the growing interests of a broad range of members. 

Chief executive Michael Bellingham said that creating a new brand identity had been an important journey for the organisation. 

“We value our 50 years of history, but equally we pride ourselves on being a forward-thinking organisation, embracing change and driving it forward,” he said. 

“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.” 

Mr Bellingham said the focus of UK Pet Food’s website has been to simplify navigation to make it easier for users to find expert-written material on pet food and nutrition. 

“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,” Mr Bellingham said. 

UK Pet Food has expanded its membership to include affiliate organisations in the pet world, opening up opportunities for more networking, collaboration and training. 

“UK Pet Food focuses on providing pet owners and professionals with information on wet, dry, and raw prepared pet food and good nutrition,” Mr Bellingham added.