The importance of pets during lockdown has led to a sales boom for Devon pet food makers Forthglade.
The company is expecting to add 30% to its sales figures this year, on the back of £22million worth of natural dinners for dogs in 2020.
During the 2020 lockdown, Forthglade saw a demand for natural pet food soar with growth at just over 26% YOY. With an estimated , these new companions are being treated like a true member of the family by their owners who are buying into the trend for luxury natural dinners.
The online buying boom has also led to sales growth of more than 70% since the pandemic hit.
Forthglade, which celebrates its 50th anniversary this year, employs 140 staff, the majority of which are Devon based at its new £8 million state of the art factory in Okehampton. Since opening in September 2018, the new factory has increased capacity by over 50%, with further capacity being created with an additional extension currently being constructed.
Forthglade produces more than 40 million trays of dog food a year - around 80 million meals.
In 2020, over 35 million trays of dog food were sold to the trade and in 2021 Forthglade expects this to rise to 45 million trays.
Forthglade has launched a special birthday meal to celebrate its 50th anniversary, limited-edition Sardines & Haddock with Potato and Broccoli meal is made with sustainably caught fish landed in Devon.
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Gerard Lovell, Joint MD, Forthglade, said: “The Company has evolved over the years, but the values have remained the same. The aim has always been to produce natural recipes that deliver on palatability and good nutrition for the benefit of the dog. During the years, Forthglade has worked very hard to remain current and relevant to its customer base. More recently, this has become a key focus of the business as it helps us plan future product innovations and the investment in our manufacturing facilities.
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"The 50th birthday celebrations are a testimony to all those people that have worked and supported Forthglade over the years. It’s not always been easy, but the hard work and dedication of the team has made this business a true Devon success story. "
The natural dog food category continues to grow ahead of the total market at 20% a year over the last four years, showing the increase in demand for natural offerings. Reflecting consumer trends, dog owners are happy to invest more in good quality and natural meals.
Backed by the increasing demand for quality natural pet food and following strategic investments in production processes, marketing, and operations, last year Forthglade grew branded sales by over 25% and is forecast to grow by a further 30% this year. The Company exceeded sales of £22 million in the year to September 2020 and is forecasted to grow sales by a further 25% in the current year.
Mr Lovell said: “Customers often write to us explaining how Forthglade food has changed their dog’s life. We are so proud knowing our products make such a positive difference and knowing that our products are now available in almost every town up and down the country. I’m sure the next stage in Forthglade’s journey will prove equally exciting and make the team just as proud”.