Our Team

Having joined the business in 2017, Simon Brown has been the CEO of Sniffers Pet Care since 2022. Having spent over a decade working in financial services at Lloyds Banking group, Simon brings multifaceted expertise to Sniffers, broadly encompassing cost management, program management and strategic marketing.

At 31, Simon became one of the youngest Head of Functions at Lloyds Banking Group, eventually going on to serve as Head of Analysis on a £700 million simplification programme, focusing on programme efficiency and cost-management. This experience at LBG has leant itself immeasurably to Simon’s impact at Sniffers.

Under Simon’s strategic guidance, Sniffer’s has successfully launched its first in-house brands, ‘Buffalo Natural Dog Treats’ and ‘Walter Smith’, across independent and national retailers, ultimately underpinning an impressive 31% CAGR between 2017-2021.

Having triggered an MBO in 2022, Simon officially took on the role of CEO, and continues to drive the long-term success of Sniffers through brand innovation; as of 2023 Sniffers launched it’s new flagship natural dog treat brand: NAW (No Animal Wasted).

Outside of work, Simon and his wife Vicki are happily kept busy by their two young daughters, he is also heavily involved at Heath Rugby Club as Treasurer.

Peter Harrison is the serving Chief Financial Officer for Sniffers Pet Care, responsible for managing the overarching financial position of the company. As well as overseeing P&L, cash management and balance sheet and payroll, Peter’s responsibilities include a range of vital commercial activities, including product costing and contract negotiation.

As CFO, Peter brings his wealth of experience, working closely with Simon to identify opportunities and set the strategic direction of Sniffers, as we continue growing into one of the largest suppliers of natural pet treats in the UK.

Having graduated with a 1st Class Honours degree in Accounting and Finance, Pete gained a place on the accelerated graduate programme with Asda where he qualified as a Chartered Accountant with CIMA. Following numerous roles within ASDA, he has since worked in senior positions leading large teams across a number of companies, mainly within Retail and Manufacturing (Sopra Steria Plc, Morrisons Supermarkets Plc, VictoriaPlum.com, Arriva Bus Plc).

Having spent much of his time playing rugby and travelling extensively, Peter now enjoys family time with his Fiancée and their 21-month-old daughter.