2021 Pet Products and Services Awards

www.lux-review.com Page 27 LUX 2021 Pet Products and Services Awards Judge’s Choice Petfood Ltd is a privately owned family business established in 1991 which has been meeting the nutritional needs of dogs and cats for over 30 years. The brands within its portfolio are Nature’s Harvest, Country Pursuit, Berties, Halo, Top Number, and Monty & Nibs. Judge’s Choice Petfood Ltd Best Family-Owners Pet Food Company - UK May21102 Judge’s Choice offers a wide range of dog and cat foods as well as pet accessories and supplements. Dry dog foods are available for animals that are working and active outdoor breeds, as well as wet foods which suit a variety of domestic breeds, along with wheat and/or gluten-free foods and treats also being an option for dogs and cats. The company’s newest range features cold press dog food which uses a technique to produce the closest dry food substitute to raw dog food. This is a game changer for all those owners that would love to feed a raw food diet but don’t have the time or the inclination to prepare the raw food. At the foundation of the business are the company’s ethical values of family, authenticity, quality and sustainability. Judge’s Choice cares about who it works with and how its brands are represented; it seeks to build long-lasting relationships with companies that are aligned with its beliefs and social responsibility. It aims for transparency in all its business conduct; it is proud of the openness and longevity of the business relationships it has with its customers. And, of course, its food is at the heart of the business, for which reason it only uses the best products to ensure it makes nutritionally balanced food. No fillers or bulking agents enter any of the recipes. Products are only from sustainable sources and Judge’s Choice has been using only recyclable packaging for many years; as a business, it has the responsibility to the planet and for future generations. The company prides itself on the personal service it provides to customers; there is always a real person available to talk to and the team doesn’t hide behind its email addresses or website, although should a customer wish to work at 2am, the company’s website and trade portal run 24/7. Judge’s Choice cares about its customers and their animals, whether they are land working or domestic pets, and will do everything it can to provide excellent levels of customer care. All its staff are animal lovers and can empathise with customers from first-hand experience as owners. Additionally, staff are trained so that they grow their knowledge in specific areas and the business as a whole has a robust expertise in all areas of customer service. It is a company with an outstanding reputation and a loyal customer base, among which there is the most prestigious of all: Her Majesty Queen Elizabeth II. In 1996, after supplying petfood to the Royal household, Judge’s Choice was granted the Royal Warrant for the provision of petfood to Her Majesty Queen Elizabeth II. Only 800 companies worldwide are granted a Royal Warrant, an honour of the highest magnitude, and only companies that provide the highest standards of quality and service are accorded this Royal accolade. However, while Judge’s Choice sees great success, it has also had its challenges in the form of Brexit. Brexit and its consequences on all UK companies that previously exported have been uncomfortable and a steep learning curve. The company of course prepared for this but there’s a lot of ‘red tape’ to cut through when doing business with the EU now, and this has impacted the business. It is now opening up new relationships with countries that previously were more difficult to do business with; countries that are further afield. With every challenge, there is a new opportunity around the corner. Fortunately, COVID-19 did not have a great effect on the internal business operations or logistics of Judge’s Choice. For the past two years, it has been investing heavily in its technical infrastructure and digital platforms. What did have an impact was the stockpiling that COVID-19 brought out in many people, which caused scarcity in raw materials and exacerbated the supply situation further. The company has learnt many things as a business during COVID-19, namely that it is a resilient business operating in a robust and growing industry. Its technical and digital capabilities have stood up to COVID-19 and it has remained true and transparent to its customers during this time, especially to its smaller trade specialists who faced serious lockdown measures and saw their footfall decrease dramatically. Indeed, it is an extremely exciting time for Judge’s Choice as an independent company. It has just been granted an extension as petfood supplier to its Royal Warrant from Queen Elizabeth II until 2027. Meanwhile, its plans for the business are relatively simple: the aim is to continue building the business aligned to its core values, and while the majority of its business remains in the UK, there will be a lot more forging of international business relationships too. Company: Judge’s Choice Petfood Ltd Contact: Carol Dawson Website: www.judgeschoice.com James Chester, Founder of Judge’s Choice & his daughter Chieko Chester CEO