Flip through the latest issue of Gulf Weekly.
Animal lovers Ahmed Al Sharaf and Najat Tarradah aim to give the kingdom’s cats and dogs a taste of the good life with their all-natural, made in Bahrain pet food now on sale through a leading supermarket chain.
The couple started the business in 2012 after their much-loved mutt developed cancer, which they believe was caused by the poor quality of tinned and dried pet food.
After creating their own range of pet food and trying it out on their own dogs, they opened a market stall and began delivering their assorted delights to customers from their shop and kitchen in Riyadat Mall, in A’ali, where the products are now commercially mixed, cooked and frozen ready for sale.
The range proved so popular, the Tails products are now available in Alosra stores in Saar and Amwaj Islands.
Ahmed said: “Many people that have switched over from commercial pet food to our products have told us that their dogs have healthier coats within just a few weeks.
“Najat always says that when she sees a dog or cat eat our food, she swears that they are smiling.”
Ahmed, 34, and Najat, 32, from Jerdab area, are thrilled that their entrepreneurial move to produce tasty, well-balanced and nutritious meals for pets has started to pay off.
The couple claims that the natural ingredients used, which include fresh chicken, beef, liver, eggs, rice, pasta and vegetables, help improve the general health of animals as well as making their coats shine, helping with digestion and preventing nasty odours.
The Bahraini brand was inspired by Ahmed’s pure-bred Dobermans, Tunica and Tzar, which were given to him in 2004.
After eating commercial pet food for two years, Tunica suffered from demodex, otherwise known as mange. It results in red, itchy skin caused by mites and it often affects unhealthy dogs and cats with immune problems.
Tunica was constantly washed with a medicated shampoo, slathered with cream and given injections to fight infection. Just when it seemed that she was in the clear, Tunica was diagnosed with cancer.
Ahmed said: “It was heart-breaking. The vet tried to remove the tumour but said it was too big and that she was in a critical state. The humane thing was to put her to sleep.
“For years we fought to give her a healthy lifestyle. All those creams and washes and injections … I couldn’t let her go out like this. But, there was nothing I could do. I had to let her go.
“That’s when I started digging deeper. Was it something I did? Was it something she ate? What will happen to my boy, Tzar? They both had a great environment and were well fed, or so I thought. I asked for an autopsy and the results were horrible. She was just a mess with a dysfunctional liver and kidneys.
“I couldn’t let this happen to Tzar and started researching the subject more thoroughly.”
During his search, Ahmed discovered that other owners around the world were facing the same dilemma. He said: “All my research and studies kept on pointing to one area of suspicion relating to nutrition. It turns out that I was slowly poisoning my pets with so- called ‘premium’ dog foods on a daily basis.”
According to Ahmed, pet food companies are being used as waste disposal vehicles for the human food industry. It is a sinister way to a profit from its own garbage. He said: “Unfortunately, what makes up much of dog and cat food today often comes from rendering plants using spoiled meat with Styrofoam wrap and all, road kill, diseased or dying cattle and rancid restaurant grease.
“After reviewing all these issues I started to accept that canned and dried food, unfortunately, but probably, were the main causes that contributed towards the development of my dog’s aggressive cancer.
“The only solution was to make my own healthier food for my pets.
After reviewing testimonials from various breeders advocating natural food sources and its positive effects, Ahmed began to create his own meals for Tzar and his newly-adopted Chow Chow-cross named Jasmine.
He started making pots full of chicken and rice and eventually began to add vegetables to the mix such as carrots, cucumbers, zucchini and peppers.
Ahmed said: "I didn’t really notice a difference until my friends pointed out the amazing appearance of my dogs, especially Jasmine who had moulting issues. They would joke: ‘Did you wash her? Is she the same dog? What are you doing differently?"
Friends began to request meals for their pets and some even offered to purchase the ingredients for him to make more of the same.
From then on, Ahmed and Najat were on a quest to keep animals throughout the kingdom healthy in memory of Tunica.
Their home-business quickly grew and they launched their own shop, supported by Tamkeen, at the Bahrain Business Incubator Centre (BBIC) in the Hidd Industrial Area before moving onto their current location, Riyadat Mall.
They started promoting the Tails brand at street markets such as Amwaj Marina Market, where they began to build a strong customer base after handing out samples.
Unlike shelved dry and wet pet food, Tails’ ingredients are mashed and frozen in sachets, later to be defrosted and served up. Each box contains four sachets and can be purchased from Alosra for BD2.
The chain’s marketing and product development manager, Pavlos Manousos Babiolakis, said: “At Alosra supermarket, we are continuously on the lookout to support local businesses, especially when they manufacture such high-quality goods.
“The Tails range is the first local brand in the region to produce natural pet food, using natural ingredients, with the aim of enhancing your pet’s well-being. We are extremely excited to be stacking our shelves with Tails’ products and supporting this local initiative.”
Najat, a mother-of-two, Faris, four and Farah, one, said: “Offering our products in Alosra’s premium outlets is the perfect move for the company, as it is in line with Alosra’s customers’ expectations.
“Our unique dog food products are currently available in Alosra Saar and Amwaj, and will soon be extended to the Juffair and Riffa branches. Tails promises to deliver affordable and fresh food for pets.”
Otherwise, customers can subscribe for three-month or six-month packages by calling into the shop, which is open from 8am to 5pm or filling in details over the website.
To ensure the portions are right for your pet, the Tails team inquire about weight and activity levels before advising on the amount of food.
Their dog food packages, for example, are categorised for small, hungry small (for the slightly more active dog), medium, hungry-medium, large and hungry-large.
Ahmed said: “A small dog, for example, will receive eight boxes for a month which equals to eight kilos. This costs BD13.800 a month if subscribed for the three-month package.
“We deliver the food straight to the door and our packages are flexible although many people now enjoy picking up supplies at their local supermarket. It’s the convenience of choice!”
Aside from making its mark locally, the brand has caught the attention of international distributors in the US and Canada.
Ever expanding the business, Ahmed and Najat also recently launched a Tails Veterinary Centre for small animals, cats and dogs in Umm Al Hassam.
For details, visit www.tails.co, contact 77113332 or email info@tails.co.
