Pets Choice CEO named one of LDC’s Top 50 Ambitious Leaders

Tony Raeburn CEO of Pets Choice

Tony Raeburn, CEO of Pets Choice, has recently been named one of LDC’s Top 50 Most Ambitious Business Leaders. The LDC program, which is now in its third year, hails inspirational leaders behind the UK’s most successful medium-sized firms and celebrates their success and ambition. Tony was chosen out of a staggering 350 nominations and here at Pets Choice, we couldn’t be more proud.

Since its inception in 1990, Tony has driven the Pets Choice forward through adversity and has overcome numerous challenges over the years. In 2002, when the main shareholder was considering putting the business into receivership, Tony believed that Pets Choice still had huge potential. He wasn’t afraid to take a risk and together they made a huge investment to keep the business alive.

In 2011, the facilities at Pets Choice couldn’t cope with consumer demand so Tony partnered with Hans Jurgen Deuerer, renowned founder of the pet food manufacturer Tiernahrung Deuerer, and together they purchased a new factory. This has proven to be an excellent business decision and the business relationship with Hans Jurgen Deuerer has since gone from strength to strength.

Acquisitions have played a major role in the evolution of Pets Choice. In 2019, Tony negotiated the business deal of the decade by acquiring iconic healthcare brand, Bob Martin. In terms of future acquisitions, he is always on the lookout for new brands that will further cement our place in the pet industry.

As well as overcoming adversity, our CEO has also taken steps to streamline product ranges, refine processes and invest in a brand new, morale-boosting office in Blackburn, Lancashire. For Tony, the heart of our success is down to the brands we represent.

“There are numerous pet food brands these days but many are struggling. We are strong across all of our brands and growing extremely fast.”

His ultimate ambition is for Pets Choice to become a leading global pet food brand, with a turnover of £100m within three years. We know that if anyone can take us worldwide, Tony can.

Congratulations Tony and here’s to many more years of success!