Turning Human Food Wastage into Pet Food Goodness

September 17, 2019 Business

Two years ago, Purely Fish was first launched. An international pet food brand with a range of 100% natural, British made pet food products, made from fish.

As a depleting natural resource, Purely Fish was created as a way to use the parts of the fish that are not used for human consumption. Here in the UK, we take the fillet of the fish, leaving much of the fish left over. We take these leftover, human grade fish products and use them to create pet food, with the primary aim of reducing food wastage.

Fish by its very nature is packed full of natural goodness and offers a whole host of health benefits whether consumed by humans or animals. Purely Fish recognised this and now offers a full range of pet food products including treats, complementary wet food, toppers and raw food for both cats and dogs.

The endless benefits of these products include:

– Packed with naturally occurring Omega 3 oils
– Hypoallergenic
– Gluten Free
– Low in fat (Whitefish products)
– Good for coat and skin condition
– Good for joint mobility and dental care
– Good for digestion and gut health
– Good for brain and eye development

And most importantly, they taste really good and pets love them!

Since its inception in 2017, Purely Fish has grown quickly, both across the UK and Internationally. Purely Fish products are now sold by more than 60 stockists across the UK in a combination of independent shops, larger retailers, including TK Maxx and Pets Corner. Purely fish also supply the UK’s leading wholesalers, which in turn is helping the brand to reach thousands of new potential stockists.

Purely Fish also exports to many countries around the world including Hong Kong, Macau, Taiwan, Singapore, Germany, Malaysia, Poland and our latest International customer resides in Malta.

Karen Scott, Head of Business Development at Purely Fish comments: “We are delighted that Purely Fish has gained not just home grown recognition in its first two years but also a considerable amount of international growth. The market continues to be highly competitive, but with our experience of exporting with the history of our parent company, Ideal Foods Ltd (voted Exporter of the Year at

Cornwall’s Business Awards 2019), this has made our International growth easier to process and allowed us to achieve the success that we have.

“Over the next 12 months, we will continue to grow our international presence supported by new products in development that we plan to launch next year.”

Purely Fish will be exhibiting at PATS Telford, the UK’s largest pet trade show from Sunday 22nd to Monday 23rd September at booth C20. This is the third year running that Purely Fish has exhibited at PATS Telford.

Karen Scott continues: “PATS Telford enables us to meet up with our existing stockists and Wholesalers under the one roof, whilst offering us the opportunity to introduce our products to new customers both her in the UK and overseas. Please stop by our stand for a chat with either myself or my colleague, Teresa Page. We very much look forward to seeing you there.”

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Teresa Page: