Grantham firm secures new sole supplier contract

Leading pet and wild bird food producer Henry Bell & Co has secured an ongoing sole
supplier contract with the EAF Group. The arrangement will see an extensive range of Henry
Bell Wild Bird Care feeds and accessories on sale throughout the organisation’s three stores
– Animall Crown Corner in Brentwood, Animall Hertford and Animall Littlebury outside
Saffron Walden.

Henry Bell will also manufacture a range of own-label feeds under the group’s Farmer
Scott’s brand. This will feature core feed lines available in both 2kg and 12.55kg bags.
“We are delighted to be working with this proactive new client,” said Henry Bell National
Sales Manager Andrew Mellowes. “The contract with the EAF Group has given us a great
opportunity to merchandise the floor space in a really attractive and effective way, enhancing
the consumers’ shopping experience and driving up market spend for its stores.

“Instead of stocking wild bird products from several suppliers, the offering from the Henry
Bell collection will be the only one available. This certainly helps to avoid confusion and
supports customers in making informed purchasing decisions.”

Animall Crown Corner, Animall Hertford and Animall Littlebury have each been re-laid from
scratch, with Andrew Mellowes and Henry Bell East Anglia sales agent John Ducker taking
the lead in creating the stores’ wild bird product sales areas using Henry Bell’s tried and
trusted expert merchandising solutions.

EAF Group Sales Director David Taylor said: “Our stores are looking fantastic with their new
Henry Bell Wild Bird Care stock and we are delighted to be offering our customers high-
quality products at a great-value price. Andrew and his team have been incredibly supportive
and we are really pleased with the outcome”

The Henry Bell Wild Bird Care Collection was launched in July 2019 by Henry Bell & Co, a
leading animal feeds manufacturer since 1825. This exciting range features more than 200
products catering for every type of garden bird, all designed with health and wellbeing of
birds in min

The collection features high-quality wild bird feeds, including seed mixes, straights, fat balls
and suet bites, and accessories such as feeders, feeding stations, bird boxes and baths. All
packaging is 100 per cent recyclable as part of the company’s green credentials and
commitment to the environment.

Henry Bell Wild Bird Care products are available nationally
in garden centres, pet shops, country stores and other retailers. Henry Bell has also been
pivotal in the growth of many private-label wild bird food brands.