Laroy Duvo, CéDé & Witte Molen join forces and form Laroy Group

About Laroy Group

To boost its efforts towards international expansion, Laroy Duvo recently combined the activities of its different companies to form the new ‘Laroy Group’. This will make the group, based in Wondelgem near Ghent (Belgium), a sizeable international player supplying a complete range of pet products with partner brands like Iams-Eukanuba alongside strong own brands such as Duvo+, Witte Molen and CéDé. This evolution puts Laroy Group in a position to create benefits of scale and extra clout in order to achieve its ambitious plans for the future. This will allow the company to become an even stronger partner for pet shops and international trade partners. With enthusiasm and under the motto ‘excellence in pet products’ the company’s employees, clients and suppliers, are continuing to build for the future.

The new group is an international family firm, specialising in foods and other pet supplies. Some 160 staff, working at three sites in Belgium and the Netherlands, generate a total turnover of 50 million euro. Laroy Group produces feed for birds and small mammals, mainly under its well-known own brands CéDé, Witte Molen and Duvo. It also distributes accessories for all pets under its own brands such as Duvo+, and as a partner with various strong international partner brands including Iams-Eukanuba.

Product range

Laroy Group offers a wide range of products, which has enabled it to become the exclusive or principal supplier of many pet shops and garden centres. Its tailor-made range meets the ever changing demands of today’s consumer. Laroy Group offers products for dogs, cats, birds, small mammals, fish and reptiles. The carefully selected product range consists of both partner brands and own brand products.

About Duvo+

Duvo+ stands for mass-market quality. Its products are reliable and provide excellent value for money. The brand is innovative and often launches new products or updates well-established items. Cornerstones of the Duvo+ assortment are snacks, toys & care products for multiple pet groups.

About CéDé

Since its establishment in 1954, CéDé has offered a wide range of products meeting the specific needs of various bird species. CéDé stands out thanks to the processing of fresh chicken eggs into a nutritious egg cake, the principal raw material for its products.

About Witte Molen

With over 250 years of experience, Witte Molen produces top quality products for birds, pigeons and small mammals. The acquisition of the company by Laroy Group fits perfectly into its strategy and ambition of international expansion. By combining the strengths and expertise of both companies, significant economies of scale will be realized. The future certainly looks bright for the Meeuwen-based company (The Netherlands).