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Pet Food News
On July 22, 2014

Nature's Variety enters joint venture with Agrolimen

Expansion key factor on all sides

St. Louis-based independent natural petfood company Nature's Variety and Agrolimen have entered into a joint venture, with Agrolimen making an investment in the company. Nature's Variety will continue to operate as an independent company through a joint venture between its current shareholders, including Catterton, a consumer-focused private equity firm, and Agrolimen.

"Our purpose as a company is to empower people to transform the lives of pets," said Reed Howlett, CEO of Nature's Variety. "We've built a team of passionate pet champions who believe in this purpose and bring it to life through not only our nutritious foods, but also by volunteering for and aiding rescue groups in their communities.

"In Agrolimen, we've found a well-aligned partner who will enable us to further accelerate our growth through marketing and innovation investments," said Howlett. "We are confident that Agrolimen will help expand our role as the leader of the raw petfood category and support our commitment to pet parents in an even greater way moving forward."

With this joint venture, Agrolimen is moving forward within its strategic plan of international growth of its core businesses, according to the company. "We believe we have found the ideal partner in Nature's Variety," said Joan Cornudella, CEO of Agrolimen. "The company has a unique value proposition and position in the market, the team has a proven track record in partnering with pet specialty retailers and distributors to bring innovative products to market, and a clear vision to drive continued growth."

Nature's Variety will continue to be headquartered in St. Louis with operations in Lincoln, Nebraska, and will keep operating as an independent company. Nature's Variety produces natural petfood through two brands—Instinct, a raw petfood line, and Prairie, a balanced holistic line of food.

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June 2015

The June 2015 issue of Petfood Industry profiles the family owned company, CANIDAE, and how it has succeeded in carving a niche in the pet specialty market. The company believes educating retailers about its products and focusing on consumers' needs are keys to maintaining their spot in the market. Plus, learn how pet food manufacturers can use their product’s packaging as a way of branding to attract customers and why companies are eyeing Poland for market expansion opportunities.

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