Mogiana Alimentos and Spanish company Affinity Pet Care have joined together in a 50/50 partnership, according to the companies. The transaction included all petfood categories as well as the Campinas and Bastos plants. All brands of Mogiana Alimentos currently marketed in Brazil have been maintained.
Affinity, in its international expansion plan, was looking for petfood market opportunities in Brazil. Mogiana Alimentos' main competitive advantages that were decisive for this joint venture with Affinity were the full product portfolio and the company distribution capacity in Brazil. Mogiana Alimentos is a national company in the sector, which is fully professionalized and has empowered corporate governance practices.
In the current organizational chart, Affinity is part of the Mogiana Alimentos board of directors. This joint venture has strengthened both companies, mainly to compete more vigorously in a market that is increasingly competitive. There are plans for the business expansion and growth in the petfood and pet care Brazilian markets. Those are they key factors that will bring several opportunities to the employees, consumers and business partners of Mogiana Alimentos, said the company.
While cat trends continue, the pandemic has added to overall slow-growth treatment of the cat food market.
Premiumization and humanization, as well as automation, fueled continued operation growth in spite of the COVID-19 pandemic.