Natures Menu, crowned Exporter of the Year at the Pet Industry Awards, is set to continue its rapid expansion after joining forces with Spanish pet food giant Agrolimen.
The move is aimed at turning the Norfolk-based company into the leading provider of raw-inspired natural pet products throughout Europe.
“Agrolimen is the perfect business partner because the company is aligned with our vision and values," Craig Taylor, CEO of Natures Menu, pictured above left with Business Development Director Peter Roy.
"The partnership will allow Natures Menu to leverage the expertise of Nature's Variety from the USA, which Agrolimen co-owns.
"Both Natures Menu and Nature’s Variety are experts in providing raw-complete and balanced pet foods and are leaders in their respective markets. The opportunity to leverage Agrolimen’s know-how and expertise from Nature’s Variety will enable us to expand our production and develop new technologies for our trusted retailers and partners across Europe."
Natures Menu have seen excellent growth, exceeding expectations in the past three years with a company team of c.160 professionals.
It recently announced the construction of a new plant in Norfolk, which will include a £7 million investment to support future growth in the category. Further plans will be developed in partnership from within the new joint venture to develop new and exciting pet food strategies to benefit the pet specialist channel in the UK and through Natures Menu GmbH in Germany.
The UK is the third most important pet food market in the world, with estimated pet food sales of nearly £3 billion. The natural food segment, where Natures Menu operates, is growing at an annual rate of over 10% and the company is gaining a relevant share of the market.
“The opportunity to partner with Agrolimen, co-owner of Nature’s Variety, will enable us to develop the Natures Menu brand and product portfolio throughout Europe,” added Craig.
Natures Menu will continue operating as an independent company and Agrolimen will form a joint venture with the current owners of the company.
“This agreement is completely consistent with Agrolimen’s strategy, which includes the international expansion of its key divisions as one of its fundamental axes," said Joan Cornudella, CEO of Agrolimen.
"In addition, it is a huge step forward for the development of the pet food division, which builds on the operations carried out in recent years as well through Joint Ventures in the two largest pet food markets in the world – the USA and Brasil."