Exhibit 17 - Media articles

Question 1

What are the 3 key indicators of fake website traffic?

Answer 1

• Unusually high bounce rate
• Sudden increase in visitors
• Visitors from different countries of different languages

Question 2

What has PAW (competitor) been claiming in the media?

Answer 2

That health benefit claims of other pet food companies is often fake

Question 3

Is cat ownership increasing or decreasing?

Answer 3

Increasing

Question 4

What is the % change in cat food brands over the last 2 years?

Answer 4

20%

Question 5

Opportunity of operating in the cat food market?

Answer 5

Opportunity to innovate better specialist cat foods

Question 6

Challenge of moving into the cat food market?

Answer 6

Can’t just put a different wrapper on dog food, cats are carnivores

Question 7

What did the anonymous tweet say about the pet food industry?

Answer 7

That pet food is damaging to the environment and companies need to be clearer on their ethical responsibilities

Question 8

1 advantage of nepotism?

Answer 8

Benefit family businesses by having multiple generations of involvement

Question 9

1 disadvantage of nepotism?

Answer 9

Can undermine company culture if underqualified family members are recruited into positions