Pats Telford

Valvet has been appointed as the sole distributor of Good Boy in South Korea and choc drops will be launched in November at the K-Pets Show.

Mr. Kim Yong Min (CEO of Valvet), Stuart Chamberlain (Armitage Australia) Mr. Mimmo Zagarelos (New Sales Armitage Australia)

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PATS Telford

Pats Telford

PATS Telford is this weekend (27th & 28th September 2015) and Armitage are proud to exhibiting with a great new look Rotastak range and our range of fantastic deli treats. Come and see us in Hall 1 Stand F31 and say hello to our friendly sales team.

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New Wafcol website shares success stories

Expo Zoo

Armitage Pet Care has launched a new mobile friendly website for its Wafcol brand of sensitive dog food.

In addition to offering key information on the product ranges available, includes a dedicated page of real-life success stories from owners of dogs whose health has been improved by eating the specially formulated sensitive food. Customers' own photos add authenticity and strengthen the sense of loyalty around the brand.

The new site moves away from simple brochure-style content, with a user-friendly design and greater emphasis on blogs and testimonials. A modern look and feel brings Wafcol's 80 year heritage right up to date, while clear links to the brand's social media profiles helps to bring online communities together.

Adam Jaggar, sales and marketing director at Armitage, commented: "There's a simple reason Wafcol has remained so popular with British pet owners - because it really does change dogs' lives.

"With this in mind, we wanted to provide an online platform where dog owners can find everything they need to know about Wafcol, from our company history to the high quality ingredients used in our products. We also wanted to give our incredible Wafcol dogs (and their 2 legged friends) the opportunity to share their success stories, to provide hope to dog owners out there in similar predicaments."

For more information, visit

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ExpoZoo Paris June 2015

Expo Zoo

From 7 – 9 June, members of Armitage's Export department visited the trade fair ExpoZoo in Paris. Since its first exhibition in 1979 Expozoo has attracted over 19,000 visitors from 45 countries, all keen to show off and discover new products.

Mel and Neli were keen to practice their (admittedly rusty!) French and showcase Armitage's oldest and loved product: our Choc Drops, completely safe chocolate for dogs, as well as our Christmas range. Christmas in France has not traditionally been as large an event as it is in the UK, but it's very quickly growing in popularity, and the novelty of Advent calendars and treats for pets went down a real treat.

While Expozoo's human visitors loved the brightly designed Christmas products, there was only one thing on the minds of the many weird and wonderful dogs that attended: how to get their paws on more choc! "Monsieur, s'il vous plait, I want some more!"

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2015 is a fantastic celebration year for Good Boy – It's the 50th Birthday of our choc drops!

Expo Zoo

Yes, we've been producing the dog safe choc drops for half-a century; and generations of dog owners have used and trusted our famous drops for training and rewarding their best friend.

It all started when Armitage purchased Good Boy Pet Foods Ltd; and the drops were developed to be a 'dog safe' alternative; being low in fat and vitamin enriched. In 1965 production started in the purpose-built Good Boy Factory at Colwick and has continued ever since; we now make over 2 billion drops a year and the range includes Sugar-Free, Yoghurt and Milk drops as well as the original choc drops.

In April 1967 Queen Mother was photographed in a taxi, coming home from hospital with Choc Drops on the front of 4 national newspapers; and this led to a huge surge in sales and a flurry of exciting marketing activity. 1976 was a proud year for the company; as Armitage was awarded the Royal Warrant as Pet Food Manufacturer to Queen Elizabeth II.

Look out in the shops for some exciting offers and the eye-catching choc display stand!

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Channel 4's Food Unwrapped – Why Chocolate is Dangerous to Dogs

Expo Zoo

Last night Armitage Pet Care were on Channel 4's Food Unwrapped talking about what makes Choc Drops dog safe.

Adam Jaggar, Sales and Marketing Director said "it was a great opportunity for the public to see what goes in our choc drops and for them to know that it is completely safe for their dogs to eat and won't poison them like human choc does".

Human Chocolate contains Theobromine, a naturally occurring compound found in the cocoa bean, and it is this that is poisonous to dogs. Figures from the Veterinary Poisons Information Service show that vets across the UK reported 568 cases of chocolate poisoning in dogs in 2014; a statistic that we are hoping will not increase this year.

You can catch up with this episode on 4 on demand ( ……and for more information about Good Boy Choc please visit or you can find us on facebook (Good Boy) and twitter (@armitagegoodboy)

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Expo Zoo Trade Fair

Expo Zoo

On June 7-9 2015 the next edition of Expo Zoo fair trade will be held at Paris Porte de Versailles – the unavoidable meeting place of the pet market professionals.

Armitage are registered in this new and welcoming edition which happens while the French market appeals more and more foreign professionals: By now, Expo Zoo has over 45% of international exhibitors.

So if you are heading there next year do drop by and see us at stand F10.

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Armitage Australia

BBC Radio Nottingham

Armitage Pet Care have been manufacturing a wide variety of Cat, Dog and Small Animal drops here in the UK for almost 50 years; offering a huge range of flavours, colours, sizes and packaging.

And now, having jumped through many hoops to obtain the AQIS (Australian Quarantine and Inspection Service) import permit, Armitage Australia is now up and running with Stuart Chamberlain at its helm. We are certainly off to a good start - at the very first trade show, PIAA Pet Expo in Sydney, our Good Girl Catnip drops received the Outstanding New Product Award in the cat category.

These incredibly popular drops make the ideal treat or reward for any cat and now with a whole new continent of cat owners to attract - the Good Girl Catnip Drops are sure to be a huge success!

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Our latest news stories

Valvet PATS Telford New Wafcol website shares success stories Expo Zoo Paris June 2015 2015 is a fantastic celebration year for Good Boy – It's the 50th Birthday of our choc drops! Channel 4's Food Unwrapped – Why Chocolate is Dangerous to Dogs Expo Zoo trade fair Armitage Australia

Our older news stories

PATS Show 2014 Armitage Pet Care Continue to Grow Search Dog Training Armitages on BBC Radio Nottingham Armitage Pet Care's Steps on having a fun doggy day out on National Parks Week Armitage Urge Dogs to Embrace National Picnic Week Chi the life saving Collie honoured for National Carers Week Armitage Pet Care Looking To Honour Caring Dogs New Christmas TradeStore Available Now Wafcol Agility Team win final at Crufts 2013 Pinxton Move 2012 Christmas Photographic Competition Wilton Agility Show New TradeStore - Available Now Armitage Pet Care's Steps on having a fun doggy day out on National Parks Week Good Boy Sporting Meerkat is Lucky Mascot for Great British Gold Good Boy Sporting Meerkat Cheers on Team GB! Good Boy Dog Model winner on BBC radio The Animal is back! Nottinghamshire Business of the Year awards 2012 Armitage Go For Gold! Spring/Summer TradeStore Available Now! Final Golden Ticket Found! Taking on China Second Chance Rescue Donation Armitages Pet Care on BBC Radio 4 Christmas Photographic winners announced

Our archived news stories

Wafcol Golden Tickets Found in All Corners of the UK Third Golden Ticket Found in Bonnie Scotland Christmas Photographic Competition Can you help find Brook? Second Golden Ticket Found! Plenty more fish in the Wafcol bowl! Autumn/Winter TradeStore Available Now! Armitages Sponsor Companion Dog Show First Golden Ticket Found! Win a years supply of Wafcol! Rotastak – Interior design with a difference – as seen on TV! Good Boy Space Lobber - As Seen On TV! New Tradestore Catalogue & Competition Aid for starving birds BBC Feature Armitage & Space Lobber Wafcol website re-launch Bella Continues Her Winning Streak Bella Is Best In Show First Tradestore Catalogue launched Armitage Pet Care supports Battersea The new meerkat manor Dogs and chocolate – A deadly combination Jones goes to the dogs ahead of Cambrian Rally Armitage feature in Nottingham Evening Post Easter Treats Head to Afghanistan Good Boy The Safe Choc for Dogs Armitage - Investors In People 25 Years With Armitage