Firestarter Ignites Growth for Eco-Focused Pet Hay Innovator

Firestarter are proud to announce a transformative new partnership with Little Hay Co, one of Britain’s most exciting and sustainably focused pet hay producers. Following impressive early-stage growth to over £1 million in annual revenue, Little Hay Co. has turned to Firestarter to avoid plateauing and unlock its next chapter of expansion through expert guidance in sales strategy, performance marketing, and scalable growth execution.

With deep roots in sustainable agriculture and a fast-expanding fan base of pet lovers, Little Hay Co. is poised to revolutionise the niche—but passionately followed—UK pet hay market, catering to rabbits, guinea pigs, and other small herbivores with premium, barn-dried, consistently green hay.

From Humble Fields to National Force in Pet Wellness

Born from a personal dream to “retire to farm,” Little Hay Co. was established in the aftermath of COVID by Alexander Madden, a former Army officer and waste/recycling industry veteran. What began as an arable farm transformed into a vertically integrated, tech-enabled operation dedicated almost entirely to producing the UK’s greenest, cleanest hay for small pets.

Joining forces with Firestarter represents a pivotal moment in the company’s trajectory. With subscription models growing steadily, a highly engaged database of email subscribers, and a strong reputation among pet rescues and special interest groups, Little Hay Co. is uniquely positioned to grow from a loved brand into a category-defining leader.

How Firestarter will Fuel Marketing & Sales Growth Across Pet Segments

Firestarter will work closely with the Little Hay Co. team—led by co-founder Lee, a former civil engineer and contract farmer with hands-on experience in scaling operations, and Charlie, the company’s self-taught digital and customer engagement specialist—to identify and implement high-impact strategies across:

• Sales & subscription optimisation
• Performance-driven digital advertising (Google Ads, Facebook)
• Advanced audience segmentation through CRM optimisation
• Referral and loyalty programme development
• Community-driven campaigns with breed-specific clubs and rescues
• SEO and content marketing for enhanced search visibility

“Little Hay Co. represents everything we look for in a client: authenticity, innovation, and an untapped growth curve,” said Kate Griffiths, Account Director at Firestarter. “They’ve already built a remarkable foundation—our job is to help them scale intelligently, stay true to their mission, and capture an even larger share of the market.”

Winning in a Competitive and Quirky Market

While the pet hay segment may seem niche, it’s a fiercely loyal and diverse market. Key competitors offer varying levels of quality, but often at significantly higher price points—in some cases up to 3x more—without the sustainability credentials or UK-based production.

Little Hay Co. stands apart by delivering superior hay at a fair price while deeply engaging with its audience through ‘Bunny Corner’ content, pet rescue partnerships, and community outreach. Whether a customer arrives through word of mouth, targeted social ads, or educational blog content, the brand’s message is clear: your pet deserves better hay.