PROTOCOL RAW¶

Manufacturing Playbook¶

From Home Pilot to Production Launch

Version 2.1 | April 2026

CONFIDENTIAL

Document Pack Contents¶

This playbook consists of multiple integrated documents:

Document 1: Manufacturing Playbook (this document) Master overview, timeline, decision gates, stop-rules, and coordination guide

Document 2: Production Master Specification v2.5 Final formulation, ingredient matrix, Functional Preblend, processing sequence

Document 3: Supplier Specification Pack COA requirements for bone-in mince, CLO, oyster powder, mussel powder, kelp, pumpkin/carrot fibre, psyllium husk

Document 4: Co-Packer RFQ Package (Phase B reference) Capability checklist, technical requirements, commercial terms template

Document 5: Home Pilot Protocol 10kg trial batch procedure, equipment list, QC checkpoints

Document 6: Lab Validation Panel Lock-in nutritional assay requirements, ongoing pathogen testing protocol

Document 7: Packaging Specification Tray + MAP lidding film + linerless C-wrap label specification

1. Executive Summary¶

This playbook guides Protocol Raw from formulation validation through production launch. The manufacturing strategy uses a two-phase approach designed to prove demand and unit economics before committing to scale infrastructure.

Phase A (Months 0–6): Self-Manufacture. Protocol Raw operates its own APHA-approved production facility. The founder operates production directly using commercial-grade equipment (grinder [beef/organs only; poultry arrives pre-ground], mixer, MAP tray sealer, blast freezer). Self-manufacture at Phase A volumes eliminates co-packer dependency during validation, provides full control over hold-and-release protocols, and delivers higher contribution per box than outsourced production at low volumes. The business is designed to be profitable and self-sustaining without external capital. Target: 250–300 customers with validated retention, clean QA data, and co-packer transition underway by Month 6.

Phase B (Months 7+): Co-Packer Transition. Following seed close, production transitions to an established co-packer (target: Petfood Kitchen / Myton Food Group). The co-packer parallel track begins at Month 2–3 (discovery, site visits, spec sharing) and progresses through prove-out batching by Month 5–6. Self-manufacture production data, batch records, and validated specifications form the technical pack for co-packer onboarding. Seed capital funds customer acquisition and geographic expansion, not manufacturing infrastructure.

Why Self-Manufacture Phase A¶

Eliminates small-client dependency. At 250–300 customers, Protocol Raw is any co-packer's smallest client. Scheduling, pricing, and attention reflect that. Self-manufacture removes deprioritisation risk during the highest-stakes validation period.

Enables profitability before external capital. Higher contribution per box at low volumes (no co-packer conversion margin) means the business can sustain itself and pay the founder if the seed round takes longer than expected. The business works without outside capital if necessary.

Full production control. Batch timing, hold-and-release, and dispatch cadence are set by the business, not a co-packer's calendar. Production schedule aligns directly with the twice-weekly dispatch rhythm (Tuesday/Thursday).

Builds production knowledge. The founder gains intimate understanding of the production process — yields, failure modes, timing, costs — which strengthens co-packer negotiation and reduces Phase B transition risk.

Settlement timing absorbs setup risk. The pre-launch period (settlement delay) is used for facility fit-out and APHA approval. By the time customers arrive, the facility is operational and approved. Setup cost and timeline risk are absorbed by time that would otherwise be idle.

Strongest proof system origin. The first 6 months of published batch reports — the foundation of the proof system — trace back to a facility the founder built and operated. When a customer scans a QR code, the batch report traces back to Protocol Raw's own facility, own process, own controls.

Self-Manufacture Is a Bounded Proof Operation¶

Self-manufacture is the proof engine, not the scaling plan. It has hard stop-rules on capital, time, and operational load. The co-packer track runs in parallel from Month 2. The proof system, batch ID architecture, and QR mapping are designed to work identically regardless of who manufactures. The handover to a co-packer should be invisible to customers and to the proof portal.

Critical Success Factors¶

Lab-verified FEDIAF Growth & Reproduction compliance before any commercial production
APHA pet food factory approval and Local Authority feed business registration before first commercial batch
COA-controlled anchor ingredients (kelp, oyster powder, mussel powder, CLO) with verified potency
Hold-and-release pathogen testing infrastructure from batch one (MAP trays, UKAS lab, minimum hold until results received)
Self-manufacture COGS validated against co-packer quotes to confirm margin advantage at Phase A volumes
Co-packer parallel track progressing to prove-out batch by Month 5–6

Stop-Rules (Hard Gates)¶

Rule	Trigger	Action
Capex ceiling	Total facility + equipment spend trending above £25k	Stop. Revert to co-pack-first strategy.
APHA timeline	Approval not received by Week 12	Pause. Evaluate co-pack-first.
Ops ceiling	Production exceeds 20 hours/week or 2 days/week of founder time	Accelerate co-packer transition regardless of seed timeline.
Quality	Any pathogen detection (Salmonella or Listeria positive)	Full production pause. Root cause investigation and facility audit before resuming.
Growth	Customer acquisition outpacing production capacity	Cap acquisition. Production capacity gates growth, not the other way round.
Lab turnaround	Cannot get reliable lab turnaround supporting hold-and-release cadence	Evaluate second lab or co-pack-first.
Facility cost blowout	Premises works exceed allocated budget	Stop works. Re-scope or revert to co-pack-first.
Monthly overhead	Total facility overhead (rent + utilities + insurance + waste) exceeds £1,200/month	Reassess whether margin advantage over co-packing still holds. If not, accelerate co-packer transition.

2. Formulation Summary¶

2.1 Product Specification¶

Parameter	Specification
Product Name	Protocol Raw Complete
FEDIAF Standard	All Life Stages (Growth & Reproduction)
Target Energy Density	~1,900 kcal/kg
Protein (As Fed)	~15% (~42% DM)
Fat (As Fed)	~16%
Pack Format	500g thermoform rPET tray + MAP seal + linerless C-wrap label
Shelf Life (Frozen)	12 months at −18°C
Species Declaration	Beef-led (51.9%) / Chicken (40.1%)

Full formulation detail in Production Master Specification v2.5.

2.2 Micronutrient Anchoring Strategy¶

The formulation achieves FEDIAF compliance without synthetic premix through strategic whole-food anchors and a COA adjustment protocol:

Nutrient	Anchor	Inclusion	COA Required
Zinc	Oyster Powder	0.35%	Zn mg/100g, Cd mg/kg
Manganese	Mussel Powder	0.10%	Mn mg/100g
Iodine	Kelp Meal	0.05%	Iodine mg/kg
Vitamin D	Cod Liver Oil (assayed)	0.2%	Vit D IU/g (min), Vit A IU/g
EPA/DHA	Fish Oil	0.8%	EPA %, DHA %, Peroxide value (PV)

2.3 Stool Stability System (Whole-Food Fibre)¶

Target customer includes kibble-switching family pets and small breeds. To reduce loose-stool incidents at scale (without synthetic additives), the formulation includes a whole-food fibre system delivered via the Functional Preblend:

Pumpkin powder or carrot fibre: 2.0% (finished-product inclusion target)
Psyllium husk: 0.5% (finished-product inclusion target)
Nutritional yeast: reduced vs prior versions (carrier/B-vitamin support, not dominant dry mass)

Operational note: Psyllium can clump if added incorrectly. Mixing sequence must use a meat masterbatch step to disperse the Functional Preblend uniformly before final mix. This applies identically in self-manufacture (Phase A) and co-packer (Phase B) environments.

3. Implementation Timeline¶

Phase 1: Home Pilot & Formulation Lock (Weeks 1–4)¶

Week 1: Source pilot ingredients (10kg batch quantities)
Week 1: Obtain COAs for anchor ingredients
Week 1: Contact APHA for pre-application guidance (email csconehealthabp@apha.gov.uk)
Week 1: Contact Local Authority Trading Standards for feed business registration requirements
Week 2: Prepare Functional Preblend (dry + oil premixes)
Week 2: Execute 10kg home pilot batch (per Home Pilot Protocol)
Week 2: Begin GI tolerance transition test (7–10 day transition; stool scoring)
Week 2: Submit composite sample to UKAS lab (full nutritional panel)
Weeks 3–4: Receive lab results
Week 4: DECISION GATE — Formulation Lock (see Section 5)

Phase 2: Facility Setup & Regulatory Approval (Weeks 2–10)¶

Runs in parallel with Phase 1 from Week 2.

Weeks 2–3: Unit sourcing - Identify and shortlist production units (food-grade or convertible commercial space, London/Home Counties) - Criteria: temperature-controlled processing area (≤12°C during production), cold storage capacity (chilled ≤4°C, frozen −18°C), wash-down flooring, commercial drainage, adequate power supply, compressed air compatible, pallet-accessible for ingredient deliveries, industrial/commercial zoning - Target: 500–800 sq ft processing + 200–400 sq ft cold storage - Budget: £500–1,000/month (outer London / Home Counties; turnkey food-grade units command a premium; budget toward upper end unless a shared kitchen or convertible commercial unit is available)

Weeks 3–4: Secure unit - Short-term commercial lease (6–12 months, aligned with Phase B transition) - Confirm landlord permits food production use

Weeks 4–6: Equipment procurement and fit-out

Equipment	Specification	Budget
Commercial meat grinder	Standard boneless, #22 or #32 head, 1.5 kW+ motor, 8-10mm plate, all-stainless contact surfaces. Beef/organs/eggs only (poultry arrives pre-ground from supplier)	£600–1,500
Commercial paddle mixer	200L capacity (50–100L for masterbatch step)	£1,000–3,000
Proseal TT-G MAP tray sealer	Benchtop, gas flush MAP, up to 4 MAP cycles/min, contoured film cut	£3,500–5,500
Tray sealer tooling	Custom tool for 500g rPET tray format	£500–1,000
Compressor (for tray sealer)	Small, oil-free	£300–500
Blast freezer	200–500 kg per cycle capacity, target −18°C core	£2,000–6,000
Walk-in freezer storage	−18°C, if not included in unit	£2,000–5,000
MAP gas supply	Pre-mixed 70/30 CO₂/N₂ cylinders (BOC Food Fresh range), regulator, food-grade hose	£200–400
Stainless steel prep surfaces	Tables, shelving	£500–1,500
Scales	Bench scale (0–2 kg, ±2g) + precision scale (0–500g, ±0.1g)	£200–400
Hygiene stations	Hand wash, sanitiser, PPE (gloves, aprons, hair nets)	£300–500
HACCP documentation	Temperature loggers, batch record sheets, cleaning schedules	£100–200
Total equipment budget		£11,200–25,000
Unit deposit + first month rent		£1,000–2,000
APHA approval fee	Statutory	£200–500
First batch consumables (trays, film, gas, ingredients for validation batch)		£500–1,000
Total setup budget		£12,900–28,500

Capex ceiling definition: The £25k stop-rule applies to total capital committed before first commercial dispatch. This includes: all equipment, facility fit-out and works, unit deposit, APHA fees, and first batch consumables. It excludes ongoing rent and monthly operating costs. The setup table upper bound (£28.5k) exceeds the ceiling, which means the upper-bound scenario requires mitigation: sourcing used equipment, finding a unit with existing cold storage and blast freeze capability, or deferring non-critical items. If the ceiling cannot be met, revert to co-pack-first per stop-rules.

Note on Proseal TT-G upgrade path: Tooling is forward-compatible within the Proseal ecosystem. If production volumes outgrow the TT-G (capacity ceiling ~10,000 trays/month at sustained operation), the upgrade path is the Proseal GTR semi-automatic rotary (15–30 MAP cycles/min). Tray tooling dimensions and film specifications carry over. This upgrade would only be relevant if self-manufacture extends beyond the planned 6–9 month Phase A window.

Week 5: Regulatory applications - Submit APHA Pet Food Factory Approval application (form from GOV.UK, submit by email to APHA CSC Worcester: csconehealthabp@apha.gov.uk) - Submit Local Authority feed business registration (free, to local Trading Standards) - Prepare HACCP plan for raw pet food production (required for APHA inspection)

APHA approval requirements: - Premises, operator, and equipment must be approved before production can begin - Documented HACCP plan for raw meat processing - Strict separation of pet food ingredients from human food (dedicated facility satisfies this automatically) - Ongoing microbiological testing regime (Salmonella, Enterobacteriaceae) at a UKAS-accredited laboratory — this is already designed into the hold-and-release protocol - You must only use suppliers and transporters that are approved or registered by APHA

Weeks 6–9: APHA processing and inspection - APHA processing period: 4–8 weeks typical (GOV.UK notes high volume of applications — apply early) - APHA site inspection of fitted-out facility - Local Authority registration (typically faster than APHA approval)

Week 9–10: Approvals received - Both APHA approval and LA registration must be in place before first commercial batch - STOP-RULE: If APHA approval not received by Week 12, pause and evaluate co-pack-first

Phase 3: Self-Manufacture Production Launch (Weeks 10–14)¶

Week 10–11: Validation batch - First production-scale batch in own facility (100–200 kg) - Full production workflow: temper → grind beef/organs → masterbatch with Functional Preblend → add pre-ground cleared poultry → main mix → fill 500g trays → MAP seal → label → blast freeze → HOLD - Submit pathogen samples to UKAS lab (hold-and-release protocol) - Confirm: seal integrity, MAP gas retention, label adhesion at −18°C, QR scan pass rate, Functional Preblend dispersion (no clumps/gel pockets) - DECISION GATE — Validation Batch (see Section 5)

Week 12: First commercial batch - 500–1,000 kg production run - Submit pathogen samples, hold batch in quarantine (segregated freezer area) - Lab clearance received, batch status updated to RELEASED in system

Weeks 13–14: First customer shipments - Dispatch from production facility (founder fulfillment) - Dispatch days: Tuesday and Thursday - QR codes live, proof portal publishing first batch results - Hold-and-release protocol fully operational

Ongoing production cadence (Months 1–6):

Customers	Monthly volume	Batches/month	Production days/month
50–100	1,200–2,400 trays	1–2	2–4 (weekend days)
100–200	2,400–4,800 trays	2–4	4–8 (weekend days)
200–300	4,800–7,200 trays	4–5	8–10 (weekend days)

Production and dispatch are decoupled. Production builds released inventory; dispatch draws from it. A late lab result never gates a specific dispatch day.

Hard rule: Dispatch ONLY from RELEASED inventory. Never dispatch from batches pending lab results. Maintain a minimum 1-week released buffer stock at all times. If the buffer falls below 1 week of projected dispatch volume, pause customer acquisition until buffer is rebuilt. This rule is non-negotiable — it protects the hold-and-release integrity that underpins the entire proof system.

Weekly cadence: - Saturday/Sunday: Production (grind beef, add cleared pre-ground poultry, mix, fill, seal, freeze) - Monday: Lab samples sent, batch admin, business development - Tuesday: Dispatch day 1 (pick, pack, courier handoff) - Wednesday: Ops, marketing, growth work, seed preparation - Thursday: Dispatch day 2 (pick, pack, courier handoff) - Friday: Ops, marketing, growth work

Production helper (Month 3–4 onwards): At ~150+ customers, hire one paid production helper for 1–2 days per week (production and/or pack days). Budget £200–250/week. This is a physical, cold-environment role requiring reliability. Model realistically; do not rely on unpaid help as core capacity.

Labour tracking: Record labour hours per 1,000 kg from batch one. This metric is part of the Month 6 investor proof pack and demonstrates operational efficiency trajectory.

Phase 4: Co-Packer Parallel Track (Months 2–6)¶

This track runs in parallel with self-manufacture operations. It is not deferred to post-seed.

Month 2–3: Discovery - Jamie leads commercial engagement - Identify 3–5 candidate co-packers (target: Petfood Kitchen / Myton Food Group as primary) - Initial calls: capability, capacity, minimum batch sizes, willingness to run Protocol Raw's toll manufacturing model - Share NDA and high-level specification

Month 3–4: Assessment - Site visits to top 2–3 candidates - Detailed spec sharing (Production Master Spec, Functional Preblend handling requirements, hold-and-release protocol) - Confirm: MAP capability, tray format compatibility, quarantine storage, lot-level traceability, willingness to accept Protocol Raw-supplied ingredients and packaging - Indicative pricing, MOQ, and lead times

Month 4–5: Alignment - QA alignment: agree sampling plan, COA format, release criteria (must match self-manufacture standards) - Agree batch ID / QR mapping process (co-packer batches must integrate with existing proof portal) - Tooling decisions (confirm tray format compatibility or commission new tooling) - Negotiate commercial terms

Month 5–6: Prove-out - Commission 500–1,000 kg prove-out batch with preferred co-packer - Full QA on prove-out batch: pathogen testing, seal integrity, Functional Preblend dispersion, packaging quality - Compare results to self-manufacture baseline - DECISION GATE — Co-Packer Qualification (see Section 5)

By Month 6, the following evidence should exist: - Co-packer shortlisted and site-visited - NDA and specification shared - Indicative pricing, MOQ, and lead times confirmed - MAP capability confirmed - Hold-and-release and traceability plan agreed - Prove-out batch completed or scheduled

This evidence forms part of the "scale path proof" in the seed raise proof pack.

Phase 5: Co-Packer Transition (Month 7+, Post-Seed)¶

Month 7: Seed round closes (£1.0–1.5M)
Month 7–8: Finalise co-packer contract, confirm production schedule
Month 8–9: Run parallel batches (self-manufacture + co-packer) during transition for supply continuity
Month 9–10: Full production transition to co-packer
Month 9–10: Simultaneously transition fulfillment to 3PL (production and fulfillment handover aligned)
Month 10+: Self-manufacture facility wound down. Retain lease through end of term as backup capacity / R&D if economically sensible; otherwise exit cleanly.

Transition risk mitigation: - Golden recipe spec (ingredient formats, grind size, mix time, temps) locked and documented from self-manufacture experience - Tray + film + gas mix + seal parameters locked and validated - Sampling plan + COA format + release criteria identical across both environments - Batch ID / QR mapping co-packer-compatible from Day 1 - Customer-facing product should be indistinguishable between self-manufacture and co-packer batches

4. COGS Targets¶

Phase A: Self-Manufacture (Months 0–6)¶

Component	Estimated cost/kg	Notes
Ingredients (blended)	£2.50–3.50	Wholesale/small-batch pricing; dominant cost driver
Packaging (tray + lid + label)	£0.46–0.70	£0.23–0.35 per 500g tray, two trays per kg
Lab testing (amortised)	£0.10–0.30	Per-batch cost spread across batch volume
MAP gas	£0.02–0.05	Pre-mixed 70/30 CO₂/N₂
Facility overhead (amortised)	£0.30–0.60	Rent, utilities, insurance, waste, hygiene supplies
Labour (founder + helper, imputed)	£0.30–0.60	Imputed at £15/hr; actual cash cost lower in early months
Total self-manufacture COGS	£3.68–5.75/kg

Target: £3.50–4.50/kg by Month 4. This is a wide range because ingredient costs at small-batch quantities are uncertain until validated with actual supplier quotes.

Per-box COGS (12 kg box): £42–54

Comparison to co-packer Phase A COGS: The Business Plan v2.3 modelled co-packer Phase A COGS at £4.10–4.90/kg. Self-manufacture targets a similar or lower range by eliminating the co-packer's conversion margin, but adds facility overhead and imputed labour. The advantage is real but must be validated with actual costs before committing capital.

COGS Stop-Rule: If all-in self-manufacture COGS exceeds £4.50/kg at Month 4 and is not trending downward, evaluate whether the margin advantage over co-packing justifies continued self-manufacture. If self-manufacture COGS exceeds co-packer quotes, the economic rationale has failed and the strategy should revert to co-pack-first (control and proof-system benefits may still justify self-manufacture, but the "profitable without external capital" claim must be re-examined).

Phase B: Co-Packer (Months 7+)¶

Phase	COGS Target	Volume
Early Phase B (post-transition)	£3.70–4.50/kg	10–20 t/month
Late Phase B	£3.20–4.00/kg	20–50 t/month
Phase C–D	£2.60–3.40/kg	50–100+ t/month

These targets are unchanged from Business Plan v2.3 and reflect co-packer volume step-downs.

5. Decision Gates¶

Gate 1: Formulation Lock (Week 4)¶

Criteria: Lab results confirm FEDIAF Growth & Reproduction compliance.

All micronutrients meet minimums per 1,000 kcal
Ca:P ratio within 1.0–2.0 range
Vitamin D meets minimum (138 IU/1,000 kcal)
No nutrients exceed FEDIAF maximums
GI tolerance gate passed (stool scoring on kibble → raw transition)

If FAIL: Adjust anchor dosing based on COA potency, re-run pilot batch.

Gate 2: Facility & Regulatory Readiness (Week 10)¶

Criteria: Production facility operational and legally approved.

APHA Pet Food Factory Approval received
Local Authority feed business registration received
All equipment installed and tested
HACCP plan documented and implemented
Cold chain verified (chilled ≤4°C, frozen −18°C, blast freeze capability confirmed)
MAP gas supply connected and tested
Quarantine/HOLD area established (segregated from released stock)
Total setup spend within £25k ceiling

If FAIL (APHA delayed): Hold at Week 12 maximum. If no clear path to approval, evaluate co-pack-first using Phase 4 co-packer parallel track (which should already be in progress).

If FAIL (cost overrun): If setup spend trending above £25k, stop and evaluate whether remaining items can be deferred, sourced cheaper (used equipment), or whether co-pack-first is more capital-efficient.

Gate 3: Validation Batch (Week 11)¶

Criteria: First production-scale batch in own facility clears all QA checks.

Pathogen tests: Salmonella NOT DETECTED, Listeria NOT DETECTED
Enterobacteriaceae <100 cfu/g
Seal integrity passed (MAP retention, no leaks)
Label adhesion at −18°C confirmed
QR scan pass rate ≥99%
Functional Preblend dispersion confirmed (no clumps/gel pockets)
Yield within acceptable range (waste <5%)
Batch correctly recorded in system (Supabase batch record, proof portal ready)

If FAIL: Destroy batch, investigate root cause, re-run production. If root cause is equipment or facility-related, assess whether fix is within capex ceiling.

Pathogen-Positive Corrective Action Protocol (CAPA)¶

If any batch returns a positive result for Salmonella or Listeria, or Enterobacteriaceae exceeds 100 cfu/g, the following protocol applies immediately. This is not discretionary.

Hour 0–4 (Immediate containment): 1. Quarantine ALL stock from the affected batch. Update batch status to QA_FAIL in system. 2. Quarantine any other batch produced on the same production day that has not yet been released. 3. Halt all production. No new batches until CAPA is complete. 4. Notify APHA (required under approval conditions). Email csconehealthabp@apha.gov.uk with batch ID, test results, and immediate actions taken.

Day 1–2 (Investigation): 5. Engage UKAS lab for confirmatory retest on retained samples from the affected batch. 6. Commission environmental swabbing of the production facility: all equipment contact surfaces (grinder [beef only], mixer, tray sealer), work surfaces, freezer interior, hand wash stations, drainage points. 7. Review cleaning records and temperature logs for the affected production day. Identify any deviations from documented procedures. 8. Review ingredient traceability: check supplier COAs for the affected batch. Contact supplier if ingredient quality is suspected.

Day 3–7 (Root cause and corrective action): 9. Identify root cause. Common causes at small-scale: inadequate equipment cleaning between batches, temperature excursion during processing (>4°C), cross-contamination from facility environment, contaminated incoming ingredient. 10. Document corrective action: what failed, why, and what changes are implemented to prevent recurrence. 11. If environmental swabs return positive: deep clean and re-swab before resuming production. If swabs return negative: root cause is likely ingredient-related — review supplier and consider changing source.

Day 7+ (Resumption): 12. Implement corrective action. 13. Resume production with a monitored validation batch (enhanced sampling: double the normal sample count). 14. If validation batch passes: resume normal production. Update HACCP plan with lessons learned. 15. If validation batch fails: halt production. Re-evaluate facility suitability and consider co-pack-first fallback.

Records: All CAPA activity must be documented and retained. APHA may request this documentation at any subsequent inspection.

Gate 4: Month 4 COGS Validation¶

Criteria: All-in self-manufacture COGS validated against target and co-packer alternatives.

Self-manufacture COGS at or below £4.50/kg
COGS trending downward as processes stabilise and ingredient sourcing optimises
Margin advantage over co-packer quotes confirmed (or control/proof benefits explicitly justify any premium)
Labour hours per 1,000 kg tracked and improving

If FAIL: Re-examine ingredient sourcing, facility overhead, and production efficiency. If self-manufacture COGS exceeds co-packer quotes with no clear path to improvement, accelerate co-packer transition (Phase 4 should already be at Month 4 assessment stage).

Gate 5: Co-Packer Qualification (Month 5–6)¶

Criteria: Preferred co-packer has completed or scheduled prove-out batch.

Prove-out batch meets same QA standards as self-manufacture (pathogen clearance, seal integrity, dispersion, packaging quality)
Quality comparable to or better than self-manufacture baseline
Pricing, MOQ, and lead times acceptable for Phase B volumes
Batch ID / QR mapping integration confirmed
Hold-and-release process agreed and compatible with existing proof system architecture

If FAIL (quality): Run second prove-out batch with adjustments, or evaluate alternative co-packer from shortlist.

If FAIL (commercial): Renegotiate terms or evaluate alternative. Self-manufacture continues as fallback — this is the insurance the strategy provides.

6. Self-Manufacture Equipment Specification¶

6.1 MAP Tray Sealer: Proseal TT-G¶

Parameter	Specification
Manufacturer	Proseal (Warrington, UK — now JBT/Marel)
Model	TT-G
Type	Benchtop, sliding base, gas flush MAP
Throughput	Up to 6 cycles/min (seal only), 4 cycles/min (MAP)
MAP capability	Gas flush with adjustable vacuum and gas percentage
Film cutting	Contoured film cut
Max tray height	~100mm
Power	220–240 VAC
Compressed air	Required (small oil-free compressor)

Critical: Tooling N-up configuration. The TT-G's effective throughput depends on how many trays the tooling seats per cycle (the "N-up"). This is determined by the tray dimensions relative to the TT-G's maximum seal area. The tooling configuration must be confirmed with Proseal during equipment procurement, before ordering.

Throughput at 300 customers (7,200 trays/month):

N-up	Trays/cycle	MAP cycles/min	Trays/hour	Hours to seal 7,200 trays	Hours per production day (8–10 days/month)
1-up	1	4	240	30	3.0–3.75
2-up	2	4	480	15	1.5–1.9

At 1-up, sealing is the longest single production step (~3.5 hours per production day) but remains feasible within a single production day alongside grinding, mixing, and filling. At 2-up, sealing time halves and the production day is comfortably manageable.

Action required (Week 4–5): Contact Proseal with 500g tray dimensions to confirm whether 2-up tooling is feasible for the TT-G. If only 1-up is possible, the 250–300 customer target remains achievable but with less margin. If tray dimensions do not fit the TT-G at all, evaluate the Proseal GTR (semi-automatic) as the primary sealer, which changes the equipment budget.

Why Proseal: UK market leader in tray sealing. Same ecosystem used at industrial scale by Bella & Duke and major UK pet food manufacturers. Forward-compatible tooling: if upgrade is needed, the Proseal GTR (semi-automatic, 15–30 MAP cycles/min) accepts the same tray tooling. Tray supplier, film supplier, and seal parameters remain constant through any upgrade within the Proseal range.

Tray tooling: Custom tool required for 500g rPET tray format. One tool needed. Confirm tray dimensions with supplier before ordering tool.

MAP gas mix: 70/30 CO₂/N₂ (standard for raw meat). Supplied as pre-mixed cylinders from BOC (Food Fresh range) or Air Liquide. Single cylinder, single regulator, no gas mixer required at Phase A volumes.

6.2 Meat Grinder¶

Parameter	Specification
Type	Standard commercial meat grinder (NOT bone-capable)
Head	#22 or #32 head, 1.5 kW+ motor
Plate size	8-10mm (matches formulation spec)
Capability	Handles beef heart, trim, tripe, organs, eggs only. No bone-grinding capability required
Construction	All-stainless contact surfaces, food-grade
Budget	£600-1,500 new / £300-800 used
Brands to evaluate	Buffalo, Avery Berkel, Dadaux

Note: Poultry (frames, skin, gizzards) arrives pre-ground to 8-10mm spec from the supplier and is added directly at the mixer stage. The grinder does not handle poultry.

6.3 Mixer¶

Parameter	Specification
Main mix capacity	200L minimum
Masterbatch capacity	50–100L (can use a smaller secondary mixer or the main mixer at partial fill)
Type	Paddle mixer preferred
Critical requirement	Must achieve uniform dispersion of Functional Preblend (psyllium clumping prevention)

6.4 Blast Freezer¶

Parameter	Specification
Capacity	200–500 kg per cycle
Target	−18°C core within 24 hours
Construction	Commercial grade, temperature-logged

6.5 Cold Storage¶

Parameter	Specification
Frozen storage	−18°C, capacity for 2–4 weeks of released stock plus HOLD stock
Chilled storage	≤4°C, for ingredient tempering (24–48 hours before production)
Quarantine	Physically segregated area within frozen storage for HOLD batches pending lab release

6.6 Gas Supply¶

Parameter	Specification
Gas mix	70/30 CO₂/N₂ pre-mixed
Supplier	BOC (Food Fresh range) or Air Liquide
Supply mode	Cylinder (not bulk — volumes too low for bulk supply)
Equipment	Single-stage regulator, food-grade hose to tray sealer
Estimated usage	1–2 cylinders/month at Phase A volumes
Estimated cost	£100–150/month (gas charge + cylinder rental)

6.7 Ancillary Equipment¶

Bench scale: 0–2 kg, ±2g accuracy (tray filling)
Precision scale: 0–500g, ±0.1g accuracy (Functional Preblend preparation)
Probe thermometer: digital, −50°C to +150°C
Temperature loggers: for freezer monitoring and blast freeze verification
Stainless steel tables and shelving
Hand wash station with elbow-operated taps
Sanitiser stations
PPE: cut-resistant gloves, disposable nitrile gloves, aprons, hair nets, non-slip footwear

7. APHA Approval & Regulatory Requirements¶

7.1 Overview¶

Two regulatory approvals are required before commercial production can begin:

A) APHA Pet Food Factory Approval - Required for any premises manufacturing pet food using animal by-products (Category 3 ABP) or products of animal origin — even if ingredients are fit for human consumption - Applies to domestic premises, small units, and commercial facilities alike - Application form available on GOV.UK ("Pet food factory: approval application") - Submit to APHA Customer Service Centre, Worcester (email: csconehealthabp@apha.gov.uk) - Statutory fee applies

B) Local Authority Feed Business Registration - Required under Regulation (EC) No 183/2005 (feed hygiene) - Register with local Trading Standards service - Free registration - Must be in place before production begins

You cannot start commercial production until both approvals are received.

7.2 APHA Inspection Requirements¶

APHA will inspect the facility before granting approval. They will expect to see:

Documented HACCP plan for raw meat processing
Dedicated facility (strict separation from human food — a standalone unit satisfies this automatically)
Adequate cold chain infrastructure (chilled storage, frozen storage, blast freeze)
Clean processing environment (wash-down surfaces, hygiene stations)
Segregated quarantine/HOLD area for batches pending lab release
Documented microbiological testing regime: Salmonella and Enterobacteriaceae, at a UKAS-accredited laboratory (ISO 17025)
Lot-level traceability (ingredients → batch → finished tray)
Supplier records: all suppliers and transporters must be APHA-approved or registered

7.3 Timeline¶

Week 1: Pre-application call to APHA (fact-finding, confirm requirements)
Week 5: Submit application (facility must be fitted out or near-complete for inspection)
Weeks 6–9: APHA processing (4–8 weeks typical; GOV.UK warns of high volume)
Week 7–9: APHA site inspection
Week 9–10: Approval received
Stop-rule: Week 12 maximum. If not approved, evaluate co-pack-first.

7.4 Ongoing Compliance¶

Ongoing microbiological testing per APHA requirements (already part of hold-and-release protocol)
Maintain HACCP plan and records
APHA may conduct periodic inspections
Report any significant changes to premises, equipment, or process to APHA

8. Production Workflow (Self-Manufacture)¶

8.1 Pre-Production (D−2 to D−1)¶

Confirm ingredient stock levels (frozen + chilled)
Begin tempering frozen ingredients in chilled storage (target −2°C to +2°C core, 24–48 hours)
Prepare Functional Preblend: weigh dry components on precision scales, combine, label with lot number
Prepare Oil Pack: combine fish oil, CLO, flaxseed oil, label with lot number
Confirm tray stock, lidding film, label rolls, MAP gas cylinder level
Confirm lab is expecting samples on Monday

8.2 Production Day (Weekend)¶

Step 1: Workspace setup (15 min) - Verify processing area temperature ≤12°C - Sanitise all contact surfaces - Set up grinder with 8–10mm plate - Confirm blast freezer at operating temperature - Check MAP gas cylinder pressure

Step 2: Grind beef and eggs (1-2 hours for 500 kg batch) - Grind beef cuts/organs and eggs only: heart, trim, tripe, kidney/spleen, liver, eggs - Poultry is NOT ground in-house -- it arrives pre-ground from the supplier and is added at the mixer stage - Check temperature ≤4°C after grinding

Step 3: Masterbatch + poultry addition (20-30 min) - Transfer ~30 kg (for 500 kg batch) of ground beef mix to secondary mixer/bowl - Add entire Functional Preblend in 2-4 increments, mixing between additions - Mix 4-6 minutes until no clumps/gel pockets visible and powder is evenly dispersed - Critical QC check: Visual inspection for psyllium clumping - Add pre-ground cleared poultry: Pull poultry from CLEARED zone. Verify green CLEARED label present on all poultry boxes, Pack ID matches batch record. Add directly to mixer alongside the ground beef

Step 4: Main mix (20–30 min) - Combine all ground meats + masterbatch in main mixer - Add beaten eggs + Oil Pack - Mix 4–5 minutes until uniform - Check temperature ≤4°C after mixing

Step 5: Fill + seal (2–4 hours for 1,000 trays) - Fill 500g trays (±10g) using bench scale - Load trays into Proseal TT-G - MAP seal (70/30 CO₂/N₂) - Verify seal integrity on first 5 trays of each run (visual + leak check) - Apply batch-specific linerless C-wrap label

Step 6: Freeze + HOLD - Transfer sealed trays to blast freezer - Blast freeze to −18°C core - Transfer to quarantine/HOLD area in frozen storage - Batch status: QA_HOLD in system

Step 7: Record - All ingredient lot numbers - Functional Preblend lot number - Oil Pack lot number - Temperatures: pre-grind (beef), post-grind, post-mix (including poultry), into freezer - Tray count and sample weights - Sealer parameters (temp/dwell/pressure) - MAP gas settings - Label roll ID - Operator sign-off - Labour hours (total production time)

8.3 Lab Submission (Monday)¶

Collect composite sample per Lab Validation Panel protocol
Submit to UKAS-accredited lab (Salmonella, Listeria, Enterobacteriaceae)
Record sample submission in system

8.4 Release (Upon Lab Clearance)¶

Lab results received (typically 2–5 days)
Results reviewed: Salmonella NOT DETECTED, Listeria NOT DETECTED, Enterobacteriaceae <100 cfu/g
If PASS: batch status updated to RELEASED in system, stock available for dispatch
If FAIL: batch quarantined, investigation initiated, batch destroyed if necessary
Proof portal updated with batch results, QR codes activated

8.5 Dispatch (Tuesday/Thursday)¶

Pick from RELEASED stock (FEFO allocation)
Pack into insulated shipping boxes with gel packs per Packout Table (season/lane dependent)
Apply shipping label (customer name, order ID, batch ID QR, leave-safe if set)
QC check: correct box size, correct trays, gel mass, seal integrity, QR present and scannable
Courier handoff (per SOP-20 Pick, Pack, Dispatch protocol)

9. Month 6 Proof Pack (Investor-Grade)¶

By Month 6, the following evidence package should be assembled for seed conversations:

Retention & Demand¶

Cohort chart: Box 1 → Box 2 → Box 3 retention by monthly cohort (not blended)
Box-2 retention ≥70% (trailing 3-month average)
250–300 active subscribers
MRR trajectory

Unit Economics¶

Contribution bridge per box: COGS, packaging, fulfillment, payment fees, support, refunds, waste
Fully loaded self-manufacture COGS (validated, not estimated)
CAC by channel with payback period

Operational Proof¶

Batch log: every batch produced, tested, released (or rejected)
Published COAs on proof portal (target: 20–30+ batch reports)
Reject/retest rate
Yield/waste percentage and trend
Labour hours per 1,000 kg and improving trend

Scale Path Proof¶

Co-packer shortlisted, site-visited, spec shared
Prove-out batch completed or scheduled
Indicative pricing with volume step-down schedule grounded in quotes
Co-packer hold-and-release + traceability plan agreed
3PL role clearly defined for Phase B fulfillment transition

10. Transferability Design Principles¶

Everything built during self-manufacture Phase A must transfer cleanly to a co-packer in Phase B. The following elements are locked from Day 1 and remain constant across manufacturing environments:

Golden recipe spec: - Ingredient formats, grind size (8–10mm), mix times, temperatures - Masterbatch ratio and Functional Preblend dispersion protocol - Fill weight (500g ±10g)

Packaging parameters: - Tray format: 500g thermoform rPET - Lidding film: mono-material, MAP-compatible - MAP gas mix: 70/30 CO₂/N₂ - Seal parameters: temperature, dwell time, pressure (documented from TT-G settings) - Label format: linerless C-wrap with batch-specific variable data

Quality standards: - Sampling plan: composite sample per batch, submitted to UKAS lab - Release criteria: Salmonella ND, Listeria ND, Enterobacteriaceae <100 cfu/g - Seal integrity testing protocol

Systems integration: - Batch ID format and QR mapping: manufacturer-agnostic - Proof portal: accepts batch data from any source (self-manufacture or co-packer) - Supabase batch records: same schema regardless of production origin

The co-packer transition should be invisible to customers. Same tray, same label, same QR code, same proof portal experience. The only thing that changes is who operates the equipment.

11. Supporting Documents¶

Production Master Specification v2.5¶

Complete formulation with full ingredient matrix (100 kg batch and 10 kg pilot), Functional Preblend compositions (dry pack + oil pack + fibre system), processing sequence, grind specifications, and QC checkpoints.

Supplier Specification Pack¶

Individual spec sheets for COA-controlled ingredients: bone-in chicken mince, cod liver oil, oyster powder, mussel powder, kelp meal, pumpkin powder / carrot fibre, psyllium husk.

Co-Packer RFQ Package (Phase B)¶

Capability checklist, technical requirements, site visit questions, and commercial terms template. Used from Month 2 onwards as part of the co-packer parallel track.

Home Pilot Protocol¶

Equipment list, step-by-step 10 kg batch procedure, temperature and timing controls, sample collection for lab submission, QC record sheet. The home pilot (Phase 1) validates the formulation before any capital is committed to facility setup.

Lab Validation Panel¶

Lock-in validation: full nutritional panel (proximate, minerals, vitamins, fatty acids). Ongoing pathogen panel: Salmonella, Listeria, Enterobacteriaceae. Periodic audit panel: iodine, vitamin D, Ca:P (quarterly). Recommended UKAS-accredited labs.

Packaging Specification¶

500g thermoform rPET tray specification, MAP lidding film specification and gas mix, linerless C-wrap label specification, seal integrity testing protocol, cold-storage label adhesion requirements (−18°C).

Appendix: Document Control¶

Field	Value
Document Owner	Anton (Founder)
Version	2.1
Last Updated	April 2026
Classification	CONFIDENTIAL
Next Review	Post-pilot (Week 5)

Revision History¶

Version	Date	Changes
1.0	Jan 2026	Initial release incorporating optimised formulation with COA-driven anchors, powder substitution for shellfish, CLO addition for Vitamin D
1.1	Feb 2026	Updated pack format to tray/MAP/label; corrected anchor inclusions (mussel 0.10%, kelp 0.05%); added fibre stool-stability system; updated gates for GI tolerance and dispersion; added Packaging Specification to supporting documents; global terminology update to Functional Preblend
2.1	Apr 2026	Poultry format decision locked -- pre-ground from supplier. Grinder spec updated to standard boneless (#22/#32 head, beef/organs only, £600-1,500). Production workflow updated: beef-only grinding, poultry added at mixer. Equipment budget totals recalculated. Validation batch workflow updated.
2.0	Feb 2026	Major strategic revision: self-manufacture Phase A. Replaced co-packer-first strategy with founder-operated production facility for Months 0–6 (250–300 customers), followed by co-packer transition at Phase B (post-seed). Added: facility setup and APHA approval timeline (Phase 2), self-manufacture equipment specification (Section 6), APHA regulatory requirements (Section 7), self-manufacture production workflow (Section 8), Month 6 investor proof pack (Section 9), transferability design principles (Section 10). Added hard stop-rules (capex £25k ceiling, APHA Week 12 deadline, ops 20 hrs/week ceiling, quality gate). Added co-packer parallel track (Phase 4) running from Month 2–3 with prove-out batch by Month 5–6. Updated COGS targets for self-manufacture scenario. Updated decision gates (5 gates replacing 3). Revised customer target from 300–500 to 250–300 reflecting founder-operated production capacity.