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  • Writer's pictureIn The Media


Updated: Jan 11, 2023

FROM COOL CATS TO TOP DOG: keynote speech, UK Pet Food annual convention

12th October 2022, Butcher’s Hall, London

Dr Lida Hujić was delighted to have been invited to deliver the keynote speech at the annual convention for UK Pet Food (formerly Pet food Manufacturer Association). This was the 50th jubilee edition (somewhat delayed due to the covid pandemic) when a new identity and new strategy for the future was revealed. (note: At the timing of posting this entry, the new branding was not as yet revealed to the public hence the image above is still with the 'old' branding and name.)

As the convention theme was ‘Fit for the Future’, Lida’s the-first-to-know innovation diffusion model couldn’t be more fitting (her book The 2.5% outlines this model). In addition, Lida was set the challenge – and accepted - to also provide a scenario for the following: ‘What environment do you think pet and owners will be living in in 2050 and what do you think we need to do to prepare for it as the pet food industry?’

‘It was fantastic to have you with us. We had many members approach us to say how thought provoking it was and how much they enjoyed it. A perfect fit for our new identity.’ Nicole Paley, deputy CEO


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