World Feeds

A Message from Lord Pickles and Lord Blunkett, followed by World Feeds's best practice article

The ability to listen and learn from one another has always been vital in parliament, in business and in most aspects of daily life. But at this particular moment in time, as national and global events continue to reiterate, it is uncommonly crucial that we forge new channels of communication and reinforce existing ones. The following article from World Feeds is an attempt to do just that. We would welcome your thoughts on this or any other Parliamentary Review article.

Blunkett signature Rt Hon The Lord David Blunkett
Pickles signature Rt Hon The Lord Eric Pickles
Managing Director Peter Kersh and
Technical Director Mark Wilson
A school of clownfish at a
Vitalis Grazer station
Founded in 2004 as pioneers in aquatic nutrition, World
Feeds has made a big impact internationally in fishkeeping
and public aquariums, and its sights are now firmly set on
the aquaculture and fish farming industry. Based in Doncaster,
South Yorkshire, they combine decades of experience
working with fish, unique dietary formulations and innovative
engineering expertise to create a product like no other on the
market. They weren’t satisfied with what the market had to
offer, so they changed things. Technical Director Mark Wilson
and Managing Director Peter Kersh elaborate.
World Feeds is built on the simple premise of improving the way fish are fed.
Mark’s history in ornamental aquaculture, including conservation and breeding
programmes, steered him into developing the world’s first commercial clownfish
hatchery using a recirculation system. This research led to a discovery that deeply
concerned him – the food on the market at the time simply did not fulfil the
nutritional requirements of the increasingly diverse range of fish. The species now
available from different regions around the globe have a diverse range of dietary
needs. These were certainly not being met with the catch-all approach of the
products available in the market at that time.
Coming together in 2005, we formed a team of fish experts, scientists and
engineers to bring our vision of creating the best fish food in the world to
fruition. Today, our flagship Vitalis range has a global presence, exporting to over
40 countries, supplying retailers and public aquariums around the world – all
formulated, manufactured, packaged and distributed by a team of 22 in Doncaster.
»Managing Director: Peter Kersh
»Technical Director: Mark Wilson
»Founded in 2004
»Based in Doncaster, South
»No. of employees: 22
»Services: Producing aquatic
nutrition products unlike any
other on the market
»Exports to retailers and public
aquariums in over 40 countries
»Global products formulated,
manufactured, packaged and
distributed from one location
in South Yorkshire
World Feeds
Highlighting best practice
It’s what’s inside that counts
What has driven our success is genuine
pride in our product. Using a core
selection of ingredients of the highest
quality, mostly human grade and all
bioavailable to the fish, each of our
formulations is scientifically developed
to target the refined nutritional
needs of different aquatic species, be
they marine, freshwater, tropical or
cold water. The Vitalis range caters
to animals from goldfish to sharks
and from coral to jellyfish, as well as
offering specialist products for species
that are typically difficult to feed.
We make the best fish food in the
world: a bold claim, but a valid
one. What it comes down to is the
formulation, the ingredients and the
process. Traditional manufacturing
techniques using high-temperature
cooker extrusion were not bringing
anything new or innovative, so we
sought to evolve them ourselves.
Our food is uniquely produced using
bespoke machinery engineered
entirely in-house. The cold extrusion
techniques we practise produce a soft,
digestible feed that is not denatured,
thereby retaining nutritional value.
Overcoming the limitations of existing
technology, we now have a product
that is a scientifically precise complete
diet, presented in a variety of practical
ways that the fish can take advantage
of – benefitting both fish and user.
World firsts
Our pioneering methods have led to
notable world-first milestones within
the aquatics industry.
Providing public aquariums with an
alternative to wet fish: An aquarium’s
reliance on wet fish, frozen feeds
and gel diets that are technically
inadequate present other issues,
including shelf-life and storage
considerations. Vitalis is a complete
diet that replaces wet fish and
eliminates the need to supplement,
ensuring maximum nutrition, minimum
waste and increased longevity.
Soft pellets in the aquatics market: Our
wide range of soft-pellet products is
full of nutrition and is attractive to and
easily digested by fish. The consistency,
texture and high digestibility,
combined with our low leaching
formulas, significantly help to improve
water quality and reduce pressure on
filtration systems.
Grazer feeding stations: Our
innovative processes have enabled
us to revolutionise feeding methods
for grazing species, ensuring that the
fish are able to obtain the right food
at the right time. Major aquariums
around the world, including Dubai
Aquarium and Underwater Zoo,
Resorts World Sentosa and Merlin
Entertainments’ SEA LIFE Centres,
now proudly employ Vitalis grazer
feeding stations throughout their
Strand shark feeder: Sharks are among
the more difficult species to convert
from a wet fish diet. We overcame
this obstacle by developing the Strand.
A format of the soft-pellet product,
the Strand can be inserted into the
body cavity of a squid, producing a
nutritious food parcel that is highly
palatable to sharks.
Micronised flake process: Other
notoriously difficult to feed species
We use the highest
quality, sustainably
sources ingredients
– there are no GM
products in our
The lionfish was a
notoriously difficult
species to feed, until
Our food is
produced using
entirely in-
include invertebrates, corals, jellyfish
and seahorses. Our unique micronised
flake process enables us to present a
particle-based complete diet for these
animals. This micronising process
also has potential applications within
the larval rearing field and is being
developed for the future.
Fresh innovations in a
stagnant market
Of course, success does not come
without its hurdles. For us, the greatest
challenge emerged from the very
nature of our pioneering ethos and
methods. Where we had originally
found that the technologies within
the industry had stagnated and
ceased to develop, so too it seemed
had the general mindset of the
market itself. The challenge became
to demonstrate the true value and
importance of our range – that this
was not simply another dry feed.
Being a small company pioneering
new technologies, the long grind
brought with it inevitable financial
pressures. Yet through a potent
combination of confidence in our
product, cutting-edge innovations and
ongoing, attentive and collaborative
relationships with our customers and
suppliers, we have been able to bring
our new developments in aquatic
nutrition to captive fish globally.
Looking to the future
Naturally, Brexit poses a significant
challenge, given that the EU is our
key market development area. It
looks likely that we will experience
delays and added costs to our imports
from the EU – the majority of our
ingredients – so too will we have
additional delays and costs on our
exports to the EU. This will no doubt
affect our export growth. We need to
continue to trade with the EU as we do
today very successfully and within the
same regulatory framework.
Our next move is to bring our success
and expertise to the aquaculture
and fish farming market: a bold
step forward with potentially huge
implications for the company’s future
expansion. We are committed to
bringing our vision of improving
the way fish are fed to fish farming,
offering new ideas and developing
groundbreaking products for the
industry. Of course, the scale of the
aquaculture market presents enormous
challenges of its own, and we are
looking to tackle these head on.
Working with key salmon farmers,
we have highlighted significant areas
where our products have considerable
benefit in specific elements of the
salmon life cycle. Additionally, sea
lice are a well-documented issue
for farmed salmon, and we are
already undertaking trials in Norway
with cleaner fish and a brand-new
pioneering product to help to solve this
major problem.
We are
committed to
bringing our
vision of
improving the
way fish are fed
to fish farming,
offering new
ideas and
products for the
Among our proudest accomplishments is our growing international
presence and reputation in over 40 countries around the world. Our
dietary strategies are employed across Europe, Asia, North America,
the Middle East and the Pacific. One of our crowning achievements is
our work with Dubai Aquarium and Underwater Zoo. The aquarium
had previously avoided the use of dry feed until they trialled Vitalis
and understood the enormous nutritional, logistical and financial
benefits of our products. Since opening in 2008, they now use the
Vitalis range to feed over 30,000 fish from over 200 species.

This article was sponsored by World Feeds. The Parliamentary Review is wholly funded by the representatives who write for it. The publication in which this article originally appeared contained the following foreword from Rt Hon Kwasi Kwarteng.

Rt Hon Kwasi Kwarteng's Foreword For The Parliamentary Review

By Rt Hon Kwasi Kwarteng

This year’s Parliamentary Review reflects on a tumultuous and extraordinary year, globally and nationally. As well as being an MP, I am a keen student of history, and I am conscious that 2020 would mark the end of an era. It will be remembered as the year in which we concluded Brexit negotiations and finally left the European Union. Above all, it will be remembered as the year of Covid-19.

In our fight against the pandemic, I am delighted that our vaccination programme is beginning to turn the tide – and I pay tribute to the British businesses, scientists and all those who have helped us to achieve this. But the virus has dealt enormous damage, and we now have a duty to rebuild our economy.

We must ensure that businesses are protected. We have made more than £350 billion available to that end, with grants, business rates relief and our furlough scheme supporting more than 11 million people and jobs in every corner of the country, maintaining livelihoods while easing the pressure on employers. The next step is to work with business to build back better and greener, putting the net zero carbon challenge at the heart of our recovery. This is a complex undertaking, but one which I hope will be recognised as a once in a lifetime opportunity.

Through the prime minister’s ten point plan for a green industrial revolution, we can level up every region of the UK, supporting 250,000 green jobs while we accelerate our progress towards net zero carbon emissions.

With our commitment to raise R&D spending to 2.4% of GDP and the creation of the Advanced Research & Invention Agency, we are empowering our fantastic researchers to take on groundbreaking research, delivering funding with flexibility and speed. With this approach, innovators will be able to work with our traditional industrial heartlands to explore new technologies, and design and manufacture the products on which the future will be built – ready for export around the globe.

And I believe trade will flourish. We are a leading nation in the fight against climate change. As the host of COP26 this year, we have an incredible opportunity to market our low-carbon products and expertise. Our departure from the EU gives us the chance to be a champion of truly global free trade; we have already signed trade deals with more than 60 countries around the world.

As we turn the page and leave 2020 behind, I am excited about the new chapter which Britain is now writing for itself, and for the opportunities which lie ahead of us.
Rt Hon Kwasi Kwarteng
Secretary of State for Business, Energy and Industrial Strategy