Pet food trade association adopts ‘UK Pet Food’ as part of its new identity

The Pet Food Manufacturers' Association (PFMA) has unveiled its new identity, UK Pet Food, to 'better' reflect the remit of the organisation.

The trade association has over 100 members and represents 90% of UK manufacturers. The UK Pet Food branding focuses on a strong yellow core logo, which the association said reflects a desire to push the industry front and centre.

It added that a suite of pet-specific sub logos exists to represent different species with their own contemporary colours, to reflect equality of representation across the different sectors within UK Pet Food.

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

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UK Pet Food focuses on providing pet owners and professionals with information on wet, dry and raw prepared pet food and good nutrition. Michael Bellingham, UK Pet Food chief executive, said: 'Creating a new brand identity has been an important journey for us. We value our 50 years of history, but equally we pride ourselves on being a forward-thinking organisation, embracing change and driving it forward.

'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.'

He added: 'Our focus with the website was to simplify navigation to make it easier for users to find our expert-written material on pet food and nutrition. The design incorporates our new colours and ensures we are projected as the forward-thinking organisation that we are.'

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By UK Pet Food