Every brand has a story. The PATS ‘Behind the Brand’ series dives into the history and passion of some of the companies joining us at the Pet & Aquatics Trade Show 2026.
Based in Boroughbridge, North Yorkshire, Dougie's Pets is a family-run business that was inspired by their very own cocker spaniel, Dougie. Born on a farm in the Yorkshire Dales, Dougie became the "chief taster" for a range of natural, raw pet foods after his owners' research into optimal health led them to a raw diet. The brand's philosophy, "you are what you eat," focuses on high-quality ingredients like beef, lamb, and turkey mince to support a shiny coat and strong immune system.
Our recent Q&A with Brand Director Heather Reed explores Dougie’s Pets further and their plans for PATS 2026.
1. How did the business begin, and what problem were you originally trying to solve?
Dougie’s started out form a personal need - to feed “Dougie,” the owner’s very own Yorkshire Dales Cocker Spaniel. While raw was the preferred choice of food, the options available at the time were messy and far from simple to serve. Wanting something more practical, Dougie’s dad - who loves a challenge - decided to take matters into his own hands.
Drawing on over 20 years of experience in pet food ingredients, he set about sourcing high-quality raw materials and developing easy-to-portion blocks that made feeding raw both convenient and consistent. And from that simple idea, the foundations of the business were created.
2. What has been the biggest challenge in building or growing the brand so far?
One of the key challenges within the raw food sector is maintaining a consistently high-quality supply chain while meeting the demands of our trade customers. We work extremely hard to ensure our production standards remain high and consistent. However, one of the biggest challenges we have faced has been logistics - specifically, delivering nationwide while effectively supporting Independent Retailers across all regions.
It was essential for us to guarantee that our products remain frozen throughout transit and are delivered using temperature-controlled vehicles. To achieve this, we made the decision to invest in our own transport fleet, as this was the only way we could fully guarantee temperature integrity and work closely with customers to deliver at times that are convenient for them.
We now operate a fleet of 10 articulated wagons and 12 vans running weekly routes across the North, South, East, and West. This investment allows us to maintain product quality, provide reliable service, and continue supporting our retail partners nationwide.
3. How has the pet retail landscape changed since you started, and how have you adapted?
Over the last five years, the raw pet food market has grown significantly as more owners look for natural, minimally processed diets and higher-quality nutrition for their pets.
The sector has evolved with improved ingredient sourcing, stricter quality and safety standards, and far greater product choice. We have been constantly adding a wider range of proteins, formats, and complete, balanced options. We also now offer supporting products such as single sourced supplements and cold pressed alternatives for customers who aren’t ready for full raw.
At the same time, increased investment in logistics and infrastructure has helped us deliver more consistently and reliably nationwide.
4. Where do you take inspiration from when developing new products or ranges?
We take our inspiration for new product development directly from the feedback we receive from our independent retailers. By listening closely to their insights, customer conversations, and day-to-day experiences in store, we’re able to identify gaps in the market and respond with products that genuinely meet demand. This collaborative approach ensures our range continues to evolve in a way that supports our retail partners and delivers what pet owners are actively looking for.
5. What does “success” look like for you as a brand?
Success for us is measured in two key ways. Firstly, seeing pets thrive on our food is the ultimate validation of what we do. Secondly, helping independent retailers grow their raw category sales is fundamental to our success. When a retailer conveys that customers are returning for repeat purchases or that one of our products has become a bestseller, we know we’re adding real value to their business - which in turn drives our growth as well.
We also measure success by the strength and longevity of our retail partnerships, as the relationships we build are vital to mutual, long-term success.
6. Can you share an example of how your products have made a difference for retailers, pets or pet owners?
Dougie’s has made raw feeding both easy and convenient with our pre-portioned blocks. For dog owners who were previously hesitant due to the mess or the hassle of measuring out food, the blocks remove the guesswork and make feeding simple. Retailers also find it easier to introduce customers to raw diets, as each block is 140g and already portioned, while the slim sleeves make storage straightforward. This convenience creates a positive feeding experience, encourages repeat purchases, and generates valuable word-of-mouth recommendations.
7. What advice would you give to independent retailers choosing new products or suppliers in the current market?
When choosing new products or suppliers in today’s market, success comes from partnering with a company that genuinely cares - one that values quality, consistency, and reliability, not just profit.
While profitability is important to both parties, there are other key drivers, such as building strong relationships, providing excellent customer service, and supporting ongoing sales growth. A true partner demonstrates commitment to long-term, mutually beneficial success rather than focusing solely on the bottom line.
8. How long have you been involved with PATS, and what stands out to you about the show?
We have been attending PATS for several years now and there is no other show in the UK that brings together so many dedicated retailers, suppliers and industry innovators under one roof. It’s a valuable opportunity to connect with new stockist and our existing partners.
9. Why is exhibiting at PATS important for your business specifically?
PATS gives us a focused platform to showcase our range directly to decision makers. Nothing substitutes meeting retailers face-to-face to help understand their challenges, demonstrate our products in person and get real-time feedback.
10. What can visitors expect when they meet you at PATS this year?
Visiting us at PATS is a chance to connect with the team, share your insights, and get a first look at our newest products. Visitors to PATS 2026 can expect exclusive deals, tasty samples, and a hands-on opportunity to see how Dougie’s can elevate a retailer’s range - offering convenient, high-quality raw options that attract new customers, encourage repeat purchases, and add real value to stores.
11. Who should make a point of visiting your stand, and why?
Retailers who value working with a family-owned partner - one that cares about quality, support, and long-term growth should visit us at PATS to discover how Dougie’s can enhance their range and drive repeat sales.
12. Looking ahead, what’s next for the brand beyond PATS?
Beyond PATS 2026 we are committed to expanding our range and improving supply chain efficiencies to better serve the retailers. We are exploring ways to enhance our support from POS materials to digital resources that help get the correct message across to the consumers.
Our long-term goal is to help more independent stores thrive with quality nutritional products that build customer loyalty.
A win for the Dogs. A win for the Retailer and a win for Dougie’s Pets.
