Sir, I was very disappointed that yet again The Grocer seems to be short sighted in thinking that the pet category solely consists of cats and dogs ('Focus on Petcare', The Grocer, 30 October).

The wild bird sector was completely missed even though this has been the largest growth category for the grocery pet market, with a staggering 27% increase in sales year-on-year [Nielsen w/e 15 May 2010).

The wild bird market is estimated to be worth about £200m [Pet Food Manufacturers Association], with grocery taking only 10% of the market share, showing a significant underperformance in this channel. Retailers also have the added benefit that wild bird is an expandable consumption category, meaning that there is huge future potential for retailers who have the correct product offering and category partners.

Sam Marriage, head of sales and marketing, Cranswick Pet Products