Henry Bell secures new sole supplier contract

Company: Henry Bell & Co
  • Full display with pallet display
  • Henry Bell displays

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 mind.

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.


EAF Group

SR Bird started out as a farming business, producing combinable crops and vegetables. In the 1980s, it diversified into growing, wholesaling and retailing animal and pet feeds, bedding and forage products. In 1992, it changed its name to Essex Animal Feeds to reflect its activity and regionality.

It has grown over the years and now farms more than 600 acres for the production of animal feeds and beddings. Local farmers also grow crops exclusively for the business. Its products are sold throughout the South, East and Central England via its retail outlets and through its wholesale business, EAF Wholesale.

The company also lets out business units and workshops, offers container storage and has a successful garden centre, Scott’s of Southend, alongside its Farmers Scott’s event brand. In 2018, it changed its name to the EAF Group.

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