Premium Petfood Brands, a leading player in the pet food market in the Benelux, recently completed the acquisition of the Yarrah brand. Following the recent bankruptcy of Yarrah, a pioneer in organic pet food, Premium Petfood Brands saw a unique opportunity to expand its portfolio, containing the Smølke and Rodi brands, and further strengthen its position as a supplier of high-quality dog and cat foods.
Strengthening the brand portfolio
The addition of Yarrah marks an expansion into the organic pet food segment. Over the years, Yarrah has built an excellent reputation in the areas of animal welfare and sustainability, values that align perfectly with Premium Petfood Brands’ vision. ‘The growing demand for sustainable and organic products in the pet market is evident. With Yarrah, we can respond to this need and offer both consumers and retailers a wider choice of responsible food‘’, stated Ronald van Sermondt, Managing Director of Premium Petfood Brands.
Yarrah is at home once again
In 1992, it was Jan Jaap Roelevink, owner of Premium Petfood Brands, who first started producing and marketing organic pet food under the Yarrah brand name. In 2012, Roelevink sold Yarrah to Vendis Capital and in 2017 the company was resold to AAC Capital. ‘’That the brand is back in Roelevink’s hands so many years later, makes it feel like Yarrah is coming home again,‘’ says Van Sermondt.
Opportunities for growth and innovation
Looking to the future, Premium Petfood Brands is determined to continue and strengthen Yarrah’s heritage in organic dog and cat foods. The focus in the coming period will be on integrating the Yarrah brand into Premium Petfood Brands’ operations in order to return to serving customers well and quickly. Together with the Smølke and Rodi brands, this will create a unique portfolio that will give Premium Petfood Brands the opportunity to grow and innovate even faster.
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