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Pet Food Company Profiles
on September 14, 2014

Mogiana Pet pushes for premiumization

The Brazilian petfood manufacturer is driving growth, knowledge and segmentation in a developing global market

Eduardo Aron is the new CEO of Mogiana Pet—at the helm of the largest Brazilian petfood company only five months as of press time—and is already focused on expanding distribution and entering every petfood and treat channel available in the rapidly growing (and changing) South American pet market. “There’s something happening in the petfood industry that has to do with the digital revolution,” Aron explains. “We are going to really focus on brand-building and exposing our brand, if you will, because of this. We are really working on meeting the retailer and consumer’s needs. We are going to grow because of innovation—it’s what drives us.” The recent announcement of Mogiana’s merger with Affinity Pet Care, a European-based petfood making mega giant, will also help push for this growth, Aron says.

“It’s about developing a specific category for those passionate clients,” he continues. “We worry about shoppers being overwhelmed by the amount of products on the shelf; not only that but the size of the packages on the shelf. How can we make things easier and more direct?” By empowering pet retailers with education, Mogiana hopes that nutritional information about their products will reach their consumers and a circle of trust—manufacturer, retailer, pet parent—will be built and only strengthened over time.

Aron describes the current  Brazilian petfood and treat market as premium, focused on small breed dogs and other small mammals. “Wet food and foods with functional claims are also a very common, strong trend,” he explains. “There are also…

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