On April 11, 2013
Partner in Pet Food: Innovating to the top of the market
Europe’s second-largest private label petfood producer is committed to fulfilling customer demand while remaining ahead of market trends
["â€œPart of the transformation was making sure we had the proper employees in place.â€\u009D", "â€œThe consumerâ€™s always looking for something new and something better.â€\u009D"] Hungary-based Partner in Pet FoodÂ (PPF) has made some significant changes as a company since its last Petfood IndustryÂ profile in 2008, beginning operations as an independent company in January 2009 with a separate management and a new strategy. Growth was accelerated and internal processes were improved to provide customers with better products and service, according to the company, and PPF is now the second largest private label petfood producer in Europe.In June 2011, PPF was acquired by private equity firm Advent International. Management, together with the support of Advent, has been able to further accelerate growth, and has increased investment in new technologies and packaging formats in order to meet customer demand and achieve double-digit growth rates.Two developments in the past 12 months have been particularly fortuitous for the company, according to CEO Attila Balogh. The first is the launch of the pouch pack format for their products, made in a dedicated production facility in the Czech Republic which opened in August 2012. "Our sales in this sector were growing dynamically, so it was important for PPF to produce these ourselves in order to meet customer demand and ensure the highest quality and service levels possible," says Balogh. "This also supports our focus on innovation and allows us to further speed up progress in this area. Sales have exceeded our expectations and as a result we are ...