Several leading companies have announced a joint initiative to adopt a European Raw Feeding Manufacturing Standard, building on best practices established by UK Pet Food.
This initiative is a defining moment for the category, representing a collective step forward in setting clear quality, safety and transparency benchmarks, and actively shaping the future of raw and fresh pet nutrition in Europe.
The companies involved include Freshfrozen for Pets (brands: Jolipet, Wolf's Menu, and BARF Buffet), Snellman Petfood (brands: Benyfit Natural, Mush and Fodax Foder), and The Nutriment Company (brands: Nutriment, DIBO, Barfgold, Natural Instinct, and Purrform).
Raw and fresh feeding continues to grow across European markets, reflecting increasing consumer interest in minimally processed pet nutrition and greater transparency around ingredients and manufacturing practices. The initiative reflects growing scientific and industry interest in raw and fresh feeding approaches.
As the category develops, participating companies believe there is a growing need for clear, credible and consistent manufacturing standards that support product safety, responsible production and consumer confidence across Europe.
Raw pet food now accounts for up to 10% of the pet food market in some European countries – and as the category grows, so does the responsibility to ensure that growth is supported by robust, harmonised standards.
With this initiative, the industry is not waiting for change – it is joining forces to define sound regulation in collaboration with industry associations and create a shared framework that reflects the category's maturity with a clear commitment to do what is right for pets, pet owners, and the wider ecosystem.
From best practice to industry benchmark
The initiative is designed to go beyond minimum compliance. Building on proven best practices already successfully defined and implemented in the UK by UK Pet Food, it translates them into a consistent, scalable framework across European markets. The standard is intentionally open – any manufacturer committed to meeting its criteria is welcome to join. Participating manufacturers commit to:
- Adhering fully to EU and local regulatory frameworks, while proactively exceeding requirements where this enhances product safety and quality;
- Implementing robust manufacturing controls and quality assurance systems, aligned with leading industry practices;
- Generating awareness among consumers on how to safely engage in raw feeding that supports responsible growth of the category
A core element of the standard will be regular audits conducted by independent third-party organisations to ensure that participating manufacturers consistently meet the defined entry and ongoing participation criteria.
The European Raw Feeding Manufacturing Standard is intentionally designed as a collaborative, open initiative, with the ambition to create alignment across EU markets, support regulatory dialogue and clarity, encourage continuous improvement across the industry, and provide clear guidance for retailers and consumers.
By working together, participating companies aim to contribute to a more transparent, well-regulated, and future-ready raw and fresh pet food sector.
The initiative takers share a science-led commitment to natural pet nutrition – grounded in high-quality raw materials, rigorous testing, and collaboration with veterinarians and nutritionists. As long-term, responsible operators, they are united in their dedication to raising standards, ensuring full transparency, and providing clear guidance on safe handling – for the benefit of pets, pet owners, and the industry as a whole.
Pierre Kemseke, Founder and CEO of Freshfrozen for Pets: "Companies are a way to do good to society. When I started this company in 2013 from scratch, I wanted to create a place where we make healthy products in a healthy working environment for a better society. It goes without saying that this only works in a production environment exceeding the highest standards at all levels. This has been at the forefront of everything we do, from the first kg we produced back then till the tons we daily make. I'm delighted to have found likeminded partners in Snellman and TNC, with whom I can inspire more producers to follow our lead."
"Raw feeding is one of the most natural and beneficial ways to nourish companion animals," says Anders Kristiansen, CEO of The Nutriment Company. "And with that comes responsibility. As an industry, we have the opportunity to define what excellence looks like and to make it the standard across Europe. At The Nutriment Company, we have always placed safety, quality, and transparency at the centre of everything we do. By launching this initiative today, we are proud to contribute our expertise to a collaborative effort that will strengthen trust and raise standards across the entire category."
Greg van Praagh, Managing Director at Benyfit Natural (part of Snellman Petfood) adds: “Safety, standards, best practice and transparency underpin the future of raw feeding. Having worked closely with UK regulators to develop and accredit the standard for our brand Benyfit Natural, extending it across Europe is a natural and exciting next step. This ground‑breaking initiative is built on collaboration, and we are delighted to work with national associations and manufacturers across Europe. We strongly encourage other raw manufacturers to engage with their local national associations and join the scheme so that, together, we can raise standards and lead the future of manufacturing excellence.”
Further details on the framework, governance model, and certification process will be shared in the coming months.
The initiative marks an important step towards establishing Europe-wide benchmarks for quality, safety, and responsibility, ensuring that the growth of raw and fresh feeding is supported by strong, credible standards.
