United Petfood | Belgium
Private labels call for true partnership PETS International interviewed United Petfood management about their vision and market approach. The word ‘united’ was chosen for a reason. It refers to the strong bond the company has with its clients, who they see as partners.
Category consultant
The private label market has changed a lot over the years. Currently, the role of a private label manufacturer is that of category consultant, with new product development calling for close cooperation with the client. Cooperation starts with a joint analysis of the client’s requirements – the basis for product design. To create scientifically sound products, the company collaborates with universities. They naturally always take sustainability into account. Other important facets are packaging, local raw material sourcing, and energy reduction, with the client deciding to what degree this is implemented.
The success of this company strategy, with its long-term vision and constant search for improvement, is evident from double-digit growth over the last ten years.
Global export
United Petfood is one of the largest dry pet food private label manufacturers in Europe. To enable it to grow together with its clients, the company has a network of state-of-the-art production facilities in different parts of the continent, with recent acquisitions in several European countries. This brings the production process closer to clients’ markets.
The company’s goal is not to be the biggest player, but to be the best based on quality and innovation. So improving the manufacturing process is where its focus lies at all times.
To maintain growth, the company is investing in export to other continents. In the last few years it has acquired export licences for China, Korea and Russia. This offers great opportunities to its clients, who can also benefit from its full administrative support. That also takes away almost all obstacles to export, opening up the world to its clients as their new field of action.
Private labels as trendsetters
Premium brands are usually owned by big players, who may have more difficulty in responding flexibly to the needs of individual consumers. So it is private labels who are increasingly the trendsetters bringing innovation to the consumer. Private brand owners need support and guidance in this from manufacturers like United Petfood.
Company milestones
- 1937 Factory in compound feed is founded
- 1993 Third generation joins the company
- 1994 Start of a new activity: production of pet food
- 2003 Opening of the first production site in Gent, Belgium
- 2013 Acquisition of two production sites in France
- 2014,2015 and 2017 Further takeovers in France
- 2018 Opening of a new plant in Poland. Acquisition of plants in the Netherlands, Spain and Romania
- 2019 Opening of a new wet pet food plant in Poland
- 2020 Takeover of a production site in Italy and the Netherlands.