Supplying the Trade for over 30 Years (Est. 1989)

Did you know that Riverside is 35 years old?

This entry was posted in May 1, 2024

This year Riverside celebrates its 35th year in the Pet Industry.

Riverside Animal Feeds is a family-owned business with a rich history dating back to 1989 when it was founded by Keith and Dorothy Musgrave.  Keith’s journey began when he worked for a pet food company that was eventually acquired by a larger corporation.  Keith decided to strike out on his own and took over a couple of existing product lines, mainly focusing on roasted and cooked meat products. 

The name ‘Riverside’ is derived from Keith’s and Dorothy’s small holding located by a riverside in Cheshire. It was here that his two sons, David and Adrian, joined in the venture, making Riverside Animal Feeds a true family enterprise.

As the business started to grow, David and Adrian relocated to larger premises, an industrial unit in Sandbach and a couple of extra staff were employed to meet the demands of the business.

Today, with 12 members of staff, Riverside Animal Feeds has expanded its product range to include over 500 different items.  Notably, the natural product range has become the cornerstone of the business.  This focus on natural products aligns with the preferences of modern customers who seek pet food with recognisable ingredients, specific formulations, and appealing textures for their beloved animals.  The company’s commitment to providing high-quality, natural pet food has likely contributed to its success and continued growth in the pet treat industry.

Thank you to all our staff and customers, past and present for their support over the last 35 years and we look forward to supporting you for many more.

For more information about our background and our products visit our website

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How can you promote Love your Pet Day?

This entry was posted in February 6, 2024

‘Love your Pet Day’ on Tuesday 20th February is a great opportunity for you to celebrate our furry friends and engage with your pet-loving customers.

Here are just some creative ways in which you can promote this day:-


  1. Social Media Campaigns – Create engaging posts on your social media platforms.  Share heartwarming stories, pet photos and animal facts. Encourage your followers to share their own pet stories using the hashtag #loveyourpetday.   Or why not host a ‘Pet Photo Contest’ where your customers can submit pictures of their pets.
  1. Pet-themed Discounts and Offers – Offer special discounts, selected products or services or put together bundle deals, ie. Our Riverside Gift Bags
  1. Collaborate with local Pet Businesses – local pet stores, veterinary clinics or pet-friendly cafes.
  1. Organise a Pet Friendly event at your store – Host an in-store event where customers can bring their pets.  Organise a pet costume contest or offer free treat tasters.
  1. Educational Content – Share information about pet care, health and safety, host a live Q&A session on social media.
  1. Product Giveaways – Run a ‘Love your Pet Day’ giveaway.  Encourage your customers to share email addresses or follow your social media accounts for a chance to win a pet-related prize.


Remember this day is not just about pushing products and getting extra sales, but a chance to celebrate the bond between owners and their pets. 

Do it the right way and you could find yourself being the business that customers turn to for help and advice and in turn building strong relationships with your customers.

We hope you have found this useful.

Visit for more information on our range of products.

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Riverside New Products!

This entry was posted in January 5, 2024

We made a promise a few months ago that we would introduce more new products to our natural range and we have definitely kept to that promise.

In the past couple of months we have added 6 new products and 2 brand new ranges to our existing products.

  • Goose Neck and Goose Feet – perfect for those dogs that have an allergy to chicken, both of these products are a good source of essential nutrients
  • Fish Twists and Fish Braids - made from 100% Pangasius Fish Skins which are 100% natural and full of protein
  • Beams Range - an excellent natural supplement to any dogs diet available in Chicken, Turkey, Beef, Cod and Salmon
  • Pate Range – Single Protein Premium Pate available in Chicken, Turkey, Ostrich, Duck, Lamb, Rabbit and Venison
  • Riverside Premium Sausage – With mixed meats and vegetable, look out for more flavours in this range coming soon


Our aim is to assist you in being able to buy all your products from us which makes it cheaper and more convenient for you.

With this in mind, feel free to let us know if there are any products that we don’t currently stock but you would like to see added to our product range. Your feedback is valuable and we are open to expanding our product range based on your preferences wherever possible.

For more information click on the products above or for our full natural range go to 

Watch this space for new products in the near future!

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Riverside Natural Treat Range

This entry was posted in November 2, 2023
 Our 100% natural range of dog treats are derived from the by-products of the meat industry that would otherwise go to waste.

Advantages of buying 100% natural products for dogs are as follows:-

  1. Health – Natural products typically contain no synthetic chemicals, preservatives and additive which can be beneficial for dogs with sensitivities or allergies.
  2. Improved Digestion – Natural dog treats are often formulated with digestible ingredients that can lead to less digestive upset and firmer stools.
  3. Promotes Longevity – Natural dog products may incorporate ingredients that promote longevity and overall well-being, such as antioxidants, omega-3 fatty acids and probiotics.
  4. Environmental Impact – No body part goes to waste.
  5. Transparency – Natural dog products often have transparent ingredient lists, so you know exactly what being fed to dogs. 
  6. Fewer Fillers – Natural Dog products typically have no fillers like corn and soy, ensuring that your dog gets more nutritional value from their food.
  7. Weight Management – Natural products often provide a balanced nutrition profile, which can help in maintaining a healthy weight for dogs.
  8. Taste – Some dogs prefer the taste of natural foods and treats, making mealtimes more enjoyable.

With all this in mind choosing natural treats is not only a great choice for your dog, but also fantastic for the environment.

Check out our full natural range with variations of over 140 different products here natural treats (



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Discover the features of our New Riverside Website!

This entry was posted in October 24, 2023

Back in August we sent out a Customer Satisfaction Questionnaire as we wanted to make sure customers were happy with our products and services.

In the feedback there were a few people who asked if the ordering process could be streamlined in any way.  With this in mind, we set to work in making our website as user-friendly and informative as possible.

Here’s a breakdown of the additions and improvements:-

  • Latest stock availability – Stock will be updated on a daily basis to ensure you are not disappointed.
  • Easy ordering on account without payment – You can select and ‘add to basket’ providing you with an easy, personal experience.  Payment will be as normal and not through the website.
  • New easy to use Filters – We have designed both ‘Protein Type’ and ‘Treat Type’ filters to ensure you find the products you need quickly.
  • Clearer images – We have ensured images are clearer in order for you to make more informed purchasing decisions.
  • Full product information – We have supplied Composition, Analysis, Pack Sizes and full product information.
  • End of line deals – This new area is there for those customers who are on the lookout for a  discount or bargain.
  • Seasonal section – This new section allows you to order your seasonal products in plenty of time.
  • Order History – this allows you to view what you’ve ordered before.
  • Product Enquires – you can enquire about a particular product and we will email you straight back with any additional information you may need.

We hope you’ll enjoy your experience on our new website.  Your feedback is invaluable to us as we continuously work to enhance your online experience.  If you have a moment we’d appreciate your thoughts on our websites user-friendliness, design or any other aspects you’d like to share. 

Please email us at  [email protected] or call us on 01270 759804.

Finally follow us on Facebook and Linkedin for all the latest product information and discounts.

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