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A heritage in healthy feed Alpha Feeds benefits from decades of experience in the formulation and production of high performance feeding ranges. The company is part of an independent, family owned business with over 100 years of trading heritage. Based in Nottinghamshire, Alpha invests heavily in its research and manufacturing capability and takes great pride in the exceptional quality, and value, of its products.

Complete nutritional excellence for demanding dogs of all breeds

Alpha in the community Alpha Feeds is a proud sponsor of dog shows, working tests, agility competitions, greyhound tracks and field trials throughout the UK. These events provide our development team with valuable insight and feedback from customers that helps us further refine our quality range of dog foods. Alpha Feeds support and work alongside organisations that re-home retired competition dogs.

Where to buy Alpha You’ll find the Alpha range of dog foods in all good pet food retailers, feed suppliers, agricultural merchants and country stores. For a free sample please contact our Consumer Hotline on 01427 880 914.

Proudly British manufactured

ALPHA FEEDS LIMITED Grove Road, South Leverton, Retford, Nottinghamshire DN22 0EA Tel: 01427 880914 Email:[email protected] www.alphafeeds.com

An owner’s guide to the Alpha range of performance dog foods

1st for taste 1st for performance www.alphafeeds.com

1st for taste 1st for performance www.alphafeeds.com

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Nothing but the best for your best friend A healthy dog is a happy dog that achieves its full potential, and you won’t find a healthier diet than Alpha. Alpha performance foods are temptingly tasty, muesli and nugget style meals that provide dogs with complete nutritional satisfaction. The range has been created to satisfy the needs of all breeds, ages and activity levels from resting to working, training to competing, whelping to racing. Scientifically formulated by nutritionists with years of practical experience, Alpha feeds are prepared to exacting standards in our own manufacturing facilities using locally sourced ingredients for freshness and quality. Alpha feeds taste great, provide a complete and balanced diet and can even improve dental hygiene. They are excellent value for money too.

Alpha’s got the lot! ALPHA IS A COMPLETE, BALANCED DIET Every meal is balanced and nutritionally complete. There is no need to add additional meat, vitamins or minerals to the dog’s diet.

QUALITY INGREDIENTS Almost all Alpha ingredients are locally sourced from reputable suppliers and producers to guarantee quality, freshness and traceability.

EXPERT FORMULATION Experienced animal nutritionists have scientifically developed the Alpha range of feeds to deliver advanced nutritional performance.

A family affair Alpha Feeds is part of a family owned business with over 100 years of trading heritage. We have a passion for animal nutrition and care deeply about the health, vitality and performance of all dogs.

EXCELLENCE AND CONSISTENCY OF MANUFACTURE Alpha feeds are meticulously prepared in our own state of the art manufacturing facility to ensure consistency of recipe and quality control.

HIGHLY PALATABLE Dogs love the tempting tastes of Alpha Feeds and all varieties within the range are easy to digest.

GREAT VALUE Alpha feeds are VAT free and great value for money.

… BUT NOT Alpha feeds do not use soya or bulking ingredients and no artificial flavours.

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A comprehensive range of complete dog foods In choosing the optimum Alpha product for your dog, you need to assess the level of energy it will require from its diet. The two key component ingredients in these feeds are protein and oil - the more energy required by the dog, the more protein and oil is required in its diet. So Alpha has divided its range into three categories of protein and oil content to satisfy dogs with different energy needs. When a dog in one category is experiencing unusual periods of activity, it is advisable to upgrade its feed accordingly.

%

Protein

%

Oil

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Full of goodness and great tasting too Alpha dog foods are blended from carefully selected ingredients that together provide a healthy, nutritious and 100% balanced diet.

VEGETABLE PROTEINS Vegetable proteins provide a balance to meat proteins and help correct the calcium/phosphorous ratio, which is essential for skeletal development. Alpha uses sugar beet pulp - an excellent source of fibre and beneficial to the intestinal bacteria that help maintain a healthy digestive system.

LINSEED Whole Linseed is rich in Omega 3 fatty acids that contribute to supple joints, strong hearts, healthy skin and a shiny coat.

MEAT PROTEIN Highly palatable and easily digested high quality meat protein, provides energy and promotes growth and maintenance of tissue, muscle, blood, skin, hair and body fluids.

VITAMINS AND MINERALS

FISHMEAL

VITAMINS A, E and C are all anti-oxidants, which boost the dog's immune system. VITAMIN D is required for absorption of calcium and phosphorous to build and repair teeth and bones. VITAMIN B promotes protein and energy digestion and the maintenance of a healthy nervous system. MINERALS are used to help build the skeleton and produce blood and body fluids. They also metabolise hormones and enzymes.

Amino acid rich fishmeal is used in Alpha’s higher performance feeds to boost muscle growth and maintenance.

OIL Oil is the most concentrated form of energy and enables dogs to absorb fat-soluble vitamins. Alpha uses poultry fat, the odour and flavour of which dogs find irresistible.

MIXED CEREALS Cereals are rich in carbohydrates for energy and dietary fibre for healthy digestion and firm stools. The combination minimises over exposure to any single type of cereal and contains the risk of dietary intolerances.

Vitamins and minerals are essential for good health, and Alpha ensures that every meal comes complete with the correct combination for the maintenance of peak condition.

YEAST Yeast is rich in Vitamin B for protein and energy digestion and benefits from a very attractive odour and flavour which dogs love.

MILK

Alpha uses:

Milk contains easily absorbed proteins and fats and provides calcium, phosphorous and Vitamin D for skeletal growth.

• Whole grain WHEAT is rich in Vitamin B and a good source of fibre.

SEAWEED

• Whole MAIZE is highly digestible and a good source of Omega 6 fatty acids.

FRUCTO-OLIGOSACCHARIDE

Seaweed contains a rich source of organic based minerals like iodine.

• Whole RICE is high in energy, highly digestible and hypoallergenic.

FOS provides a source of food for the ‘good bugs’ in the digestive system and helps maintain a healthier balance of bacteria, thereby improving nutrient absorption and reducing the risk of digestive upsets.

• Whole BARLEY reduces wheat gluten levels that can cause dietary intolerances and is lower in energy than wheat and maize.

YUCCA SCHIDIGERA Yucca Schidigera is a plant that promotes nutrient absorption in the gut.

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Rest/Play/Home/Senior

Dogs at rest, play, home or senior Alpha lower energy dog feeds are available either as muesli or nugget style blends of the highest quality ingredients. Lower levels of protein and oil than our 'working' ranges provide controlled energy resources for less active dogs, workers at rest or more senior dogs. The wholesome ingredients combined in Alpha’s complete recipes deliver a range of benefits to muscle tone, blood, skin, coat, bones, teeth and general health.

Alpha Original

Muesli

The ‘Original’ Alpha recipe is still one of the most popular muesli style recipes, a blend of the best cooked meat, whole grain cereals and vegetables. Crude Crude Crude Crude

Protein Oil Fibre Ash

Alpha Gold

Moist Muesli

Alpha Gold muesli features a glaze of natural glucose that is highly palatable, encourages a good appetite and is ideal for the fussiest of eaters.

18% 8% 3% 7%

Crude Crude Crude Crude

Protein Oil Fibre Ash

20% 8.5% 2.5% 8%

Alpha Sensitive Alpha Adult Maintenance with British Beef

Alpha Adult Maintenance is nutritionally formulated as a low energy complete diet, also suitable for less active or older dogs to help maintain weight and reduce possible obesity. Crude Crude Crude Crude

Protein Oil Fibre Ash

19% 8% 3% 8%

with Chicken & Rice

Alpha Sensitive is ‘wheat gluten free’ and nutritionally formulated to meet the needs of those dogs with a delicate or sensitive digestive system. All ingredients are carefully cooked in order to ensure that digestion is optimized in this low allergy diet. Crude Crude Crude Crude

Protein Oil Fibre Ash

20% 10% 4% 7%

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Active, training and Junior working dogs Farm dogs, sheep dogs, working dogs, gundogs, agility and racing dogs when in training, all have to be fit and healthy to perform at their peak. Alpha feeds provide just the balanced nourishment they need. The Alpha active range features higher levels of protein and oil to satisfy the higher energy needs of these dogs fuelling muscle growth and the maintenance of blood, skin, coat and body fluids.

Active/Training/Working/Junior

Alpha Adult Maintenance with Chicken & Rice

Alpha Adult Maintenance contains chicken and rice along with yeast, which is rich in Vitamin B to optimise protein and energy digestion. Crude Crude Crude Crude

Protein Oil Fibre Ash

22% 10% 3% 8%

Alpha Original Extra

Premium Muesli

‘Extra’ is Alpha Original muesli with 'extra' meat added for more active dogs. A blend of the best cooked meat, whole grain cereals and vegetables provides a healthy, nutritious and balanced diet. Crude Crude Crude Crude

Protein Oil Fibre Ash

22% 9.5% 2.5% 9%

Alpha Junior & Active Alpha Junior and Active has been nutritionally formulated as a complete and balanced diet for Junior dogs from 6 months old and to meet the physical demands of Active dogs. Carefully formulated to include fish meal, which is very rich in essential amino acids and whole linseed, rich in Omega 3 fatty acids to provide supple joints, a strong heart, healthy skin and a shiny coat. Crude Crude Crude Crude

Protein Oil Fibre Ash

25% 12% 3% 9%

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Racing and competition dogs Owners want winning dogs so the Alpha racing dog range has been created to deliver just that – peak performance that places racing dogs at the front of the pack and competing dogs on the top of the podium. Alpha racing dog foods have all been scientifically formulated to give excellent body development, optimum muscle and bone advancement and boundless energy to cope with the most demanding and challenging events - competition, agility or racing.

Racing/Competing

Alpha Racer The advanced formulation of Racer delivers optimal performance under competition and racing conditions. Its finely balanced blend of proteins, including poultry meat meal, fish meal and milk, together with seaweed (which has a rich source of organic based minerals), ensures peak fitness and racing condition for competition at the highest levels. Crude Crude Crude Crude

Protein Oil Fibre Ash

28% 15% 3% 8%

Alpha High Performance Alpha nutritionists have designed High Performance as the ultimate peak performance dog food. It is a hypoallergenic (wheat gluten free) food with fructo-oligosaccharide, which meets all the requirements of dogs in racing and competition as well as brood bitches in whelp and puppies. Crude Crude Crude Crude

Protein Oil Fibre Ash

32% 20% 3% 8.5%

Alpha Wholemeal Mixer Alpha Wholemeal Mixer is specifically designed as a complimentary food. It is NOT complete but for use in conjunction with other Alpha complete foods or other forms of meat protein. Crude Crude Crude Crude

Protein Oil Fibre Ash

12% 6% 3% 5%

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Puppies and bitches in whelp Puppies, particularly those destined for a sporting or working career, deserve the best possible start in life. So give them Alpha, the finest puppy food money can buy. Alpha high performance feeds contain balanced nutrition and optimum levels of protein and oil to satisfy the demanding, but sensitive needs of growing dogs. And this high-energy range also satisfies the special dietary requirements of bitches in whelp and lactating bitches.

Puppy

0-9 months Alpha Sporting Puppy Alpha Sporting Puppy is a complete hypoallergenic food, scientifically formulated to provide puppies of sporting, working and racing breeds with the essential ingredients for the best possible start in life. also suitable for lactating bitches during pregnancy and after birth. Crude Crude Crude Crude

Protein Oil Fibre Ash

29% 17% 2% 7%

Highly nutritious, gentle upon a puppy’s sensitive stomach and digestive system and exceptionally palatable. Sporting Puppy contains essential Omega 3 and Fatty acids plus a carefully balanced mix of vitamins and nutrients. • Wheat Gluten Free • Aids Optimum Growth and Development • No Artifical Colours or Flavours

• Balanced Omega 3 & 6 oils for skin & coat health • Natural Prebiotic to improve digestive health • High Quality Chicken Protein

All puppies are different, even puppies from the same litter may need different amounts of food. Quantities should be varied according to age, condition and the amount of exercise your puppy receives. Start with the recommendations on the bag and then monitor your puppy’s weight and body condition and make any necessary adjustments in order to ensure that your puppy stays at its ideal weight and condition. Change your puppy to the most suitable adult feed between 6 and 9 months, given the type of dog and its activity levels. Alpha Junior & Active is an ideal feed for many breeds of Junior dogs. Full guidance for weaning and feeding puppies and feeding whelping bitches can be found on the Alpha Feeds website – www.alphafeeds.com