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Fit 'n Fertile™ creator takes food supplements direct to breeders
A NEW generation of dog food supplements, which have become a staple favourite of a growing number of breeders, are now available directly from their creator. |
Edmund McClure, the animal nutritionist behind the Fit 'n Fertile™ range, says cutting out the middleman will not only make the meal additives more competitive but also make it difficult for imitations to muddy the market.
Mr McClure developed the supplements, Fit 'n Fertile™ Canine Formula, Lifetime Fitness™ Canine Formula and Fit n' Fertile™ Non-Milk Formula, using a mix of products from the biotechnology industry.
The Non-Milk formula is specifically designed for dogs with milk intolerance, whilst Lifetime Fitness™ Canine is for dogs with mobility problems and contains added ingredients to ease joint pains in arthritic animals.
Fed either by mixing in with normal food or sprinkling as a "top-dressing", the supplements have been shown to improve food digestibility and to reduce offensive odour from faecal material, while other observed benefits include the maintenance of general health, condition and vitality, better body and coat condition, improvements in stamina and recovery times in competition and working dogs, and as an aid to fertility in breeding dogs and bitches.
Mr McClure read agriculture at The Queen’s University, Belfast and then spent the next 26 years specialising in nutrition in the animal feed industry, until forming his own company, Newline Products and Services, in 1992.
He continues to be involved professionally in feed formulation and animal nutrition consultancy work on a worldwide basis. He has an in-depth knowledge of the application of products from the modern biotechnology industry. It was this knowledge and interest that led to the development of successful formulations for the pet industry.
He says: "All the ingredients of Fit 'n Fertile™ are openly declared and, by and large, are what I’d call commonsense minerals and additives. What is kept a closely-guarded secret is actual product formulations. I call it a natural health care product for dogs."
The formulation and manufacture of the Fit 'n Fertile™ range has always been under the complete control of Newline Products and Services and Mr McClure says this will continue into the future for these and any further product additions to the pet feed range. However, so that valued customers in the dog and cat world can continue to benefit from the use of genuine and original trademark products, as formulated by Mr McClure, Fit 'n Fertile™ products are now available only with the trademark names and the Newline logo, and will be marketed directly to the individual user.
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