The Australian firm behind this week’s acquisition of UK brand Billy + Margot says it aims to be the leading producer of natural pet food in the world. David Grant, CEO of Real Pet Food Company, admits that success in strong markets like Britain is crucial to fulfilling his company’s goals.

David Grant spoke exclusively to Pet Trade Xtra after the announcement of RPFC’s purchase of Billy + Margot from the Company of Animals.

Why is the UK pet market important for your company’s growth?
V.I.P Petfoods Pty Ltd, trading as Real Pet Food Company (RPFC) in Australia, has the ambition to be the leader of real, natural pet food company globally. The UK, being one of the most important pet market that is growing fast in natural segment, strategically fits into to our company’s strategy.  

How much do you know about the UK pet owner?
UK pet owners are following all the global trends, particularly mimicking human trends, and are seeking product ranges that include natural, organic, grain-free, fresh/ frozen and single source proteins pet food. Pet parents are looking for healthy wholesome food for their fur baby. The super-premium and natural pet food segments are growing strongly in the supermarkets, while natural is currently 11% of the market worth – around £250 million. Demand for natural and grain-free pet food in the UK is second only to the US.

How did the acquisition of Billy + Margot come about?
V.I.P Petfoods Pty Ltd is always on the lookout for brands that fit our strategy for growth globally, and when we met Marie, the founder of Billy + Margot, and heard the story of her brand, and learned about her products, we knew it was a perfect fit. Billy + Margot appeals to the growing number of premium consumers and it complements our portfolio.



Does the Billy + Margot brand fulfil all your company’s key objectives?
‘Real Love’ is a value that is very strongly shared between Real Pet Food Company and Billy + Margot. The fact that B+M came about to provide a healthy version of ‘ice cream”’so that dogs and their people could enjoy a treat together without compromising the health of either, is exactly the passion we are looking for when growing our global portfolio of pet food brands. The emphasis on fresh natural ingredients that are specifically formulated for dogs’ nutritional needs, providing transparent information on all the ingredients and their health benefits is a great fit between B+M and RPFC.

Tell us a bit about your company.
Real Pet Food Company has its heritage in family-owned and run pet food businesses in Australia. Two generations ago a hard-working family with a vision started making pet food in a shed in Queensland. Now, two decades later and with backing from one of Australia’s leading private equity firms (Quadrant Private Equity), we have grown to multiple manufacturing sites across Australia, and we are making headway into global markets including the US, China and now the UK. We are a global company with a portfolio of high-profile brands and we continue to seek like-minded independent companies to join us on our journey. We were recently named one of Australia’s Most Innovative Companies by the Australian Financial Review.

Will you be launching new products on to the UK pet market?
Yes. We can’t say too much right now, but acquisition is part of our global strategy and we are always looking all over the world for pet food brands that fit our strategy.

Is the appeal of natural and organic food and treats growing worldwide?
Yes, natural, organic, grain-free, fresh/frozen and single source protein are all trends that are growing worldwide. Pet parents are also looking for gourmet treats for their pets that aren’t going to compromise their health – which is exactly where the Billy + Margot brand began – and food and treats that are made from the best, freshest whole ingredients.Food is one of the biggest expenditure that people make for their pets, and the proportion of premium and boutique pet food is growing. Pet lovers are looking for the same levels of quality, freshness, nutrition and enjoyment for their pets as they do for themselves, and they are actively seeking out brands that offer those functional and enjoyment benefits for their pets.

The pet food market is quite competitive, what gives your company an edge?
Our company is the largest manufacturer of chilled pet food in the world, while at the same time our capabilities mean we can manufacture any format of pet food, from dry to wet to chilled to treats.