Johnson Petfoods | The Netherlands

From dream to reality

In 2010, John Sars started his business in an attic room importing and distributing high-quality food products for dogs and cats. Seven years later, the business has grown to become one of the fastest-growing companies in The Netherlands. For this, Johnson Petfoods has twice been crowned with a Gazelle Award.

Johnson Petfoods made a flying start with the distribution of Profine, food for dogs and cats. This was later joined by Planet Pet, Sam’s Field and their own brand Riverwood. “All our products are unadulterated, traditionally made with passion,” says John Sars. “They contain lots of meat, and we offer food which is not bulked up with grain.”

Best available ingredients

Johnson Petfoods put Riverwood on the market last year. “People are now very conscious about what they eat, and, consequently, what their children and pets eat,” Sars explains. “…and that was the reason why we developed Riverwood.”

Each Riverwood product is based on three different sorts of high quality free-run or free-range meat. In addition to the very best ingredients, Riverwood also contains herbs that have medicinal or supportive properties. “For example, take marigold – this has an anti-inflammatory effect,” John continues. “It also helps wounds to heal, strengthens the immune system and assists digestion.”

Making a difference

Johnson Petfoods feel it is their obligation towards their customers to keep a constant focus on product development and innovation. The pet food market is changing rapidly and pet specialist stores have a great need for quality products with which they can distinguish themselves. This is why they develop products that provide them with the tools to make the difference, and to fulfil their role as specialists.

Proud

Riverwood was successfully launched on the Dutch market in February 2017, and internationally in May 2017 at the Zoomark exhibition in Bologna. These launches resulted in an incredible number of enquiries from 32 different countries.

Johnson Petfoods is tremendously proud of Riverwood. “Our results up till now confirm that we are definitely on the right track, both nationally and internationally.” So it is hardly surprising that John Sars sees a rosy future ahead: “We haven’t finished growing yet. The sky’s the limit! We are extremely ambitious. We have lots of plans and ideas in the pipeline for new products. Our aim is to develop Riverwood into a complete line of ultra-premium products for dogs and cats.”