In the business industry, awards are valued since these are considered free advertising for its winners. But apart from the free campaign, awards can give any business credibility, which could help them gain more audience, always considered good for increasing profits. That is why big or small, being in the list of possible awardees is considered a positive news for any entity. In the pet industry, one of the top executives of Coops and Cages, a pet housing business, admitted that he would love their business to be recognised too though such awards.