Eco-conscious innovators FibreCycle are used to making an example out of the media with their upcycled newspaper cat litter.
But next weekend (March 26-27) they go one step further, showcasing their range and ethos on a stand created entirely from paper – furniture and flowers included – at the UK’s national pet industry exhibition PATS Sandown.
The pioneers, who produce Breeder Celect cat litter, made from 100% upcycled paper, mainly comprised of unsold newspapers, are also encouraging attendees to get behind their product and help the planet through a tree-planting initiative.
FibreCycle, producers of the UK’s Number One paper cat litter, pride themselves on giving life to a material that was otherwise going to waste and in making a naturally absorbent, compostable and biodegradable product. Their litter has natural odour control and is soft on little paws, keeping homes clean and smell-free.
Matt Brand, FibreCycle’s UK National Business Manager, Pet Speciality & Independents, says: “Our philosophy is all about ‘finding a better way’. This is reflected in our litter – there must be a better way than mined and imported litter, so we wanted to reflect this in our approach to a trade show, to bring this concept to life and really get the message across.
“That’s why we’ve created a stand where everything on it is made out of newspaper and will be returned into our upcycled paper litter and bedding. We’re hoping it will capture people’s imagination and demonstrate the good we are doing by taking this potential waste out of circulation and returning it in a more eco-friendly way.”
As a result of their paper stand, FibreCycle saved a massive £5000 that would otherwise have been spent on building, transporting and storing a conventional display and which is being donated as free litter to their charity partner Woodgreen, home of Channel Four’s The Dog House.
FibreCycle’s stand will also feature a lucky dip contest giving visitors a chance to do something for the planet and others.
“To give people a fun and real-life example of how the paper litter is best, we’re got four lucky dip boxes, each consisting of a different type of litter,” explains Matt Brand. “Prizes ranging from free bags of litter, to trees planted in their name, will be given out.”
Everyone who comes to the stand and plays the game will receive a free 10L bag of Breeder Celect cat litter and a clump of 25 trees planted in their name in Fibre Cycle’s Ecologi forest. A 30L bag of Breeder Celect will also be donated to Woodgreen animal shelter.
PATS Sandown runs from March 26 and 27 at Sandown Racecourse, Esher, Surrey.
FibreCycle, which operates from Scunthorpe in North Lincolnshire, will be on Stand: Surrey: A7 in the New Product Showcase with their products Breeder Celect PLUS Probiotic 10L and Breeder Celect PLUS Kitten 10L.
