Investment firm Frontenac Co. has entered the petfood market, completing a majority recapitalization with all-natural pet treat producer Cloud Star Corp.
Cloud Star got its start in 1999 by creating dog treats made without artificial colors, flavors or preservatives. The company has since expanded into a variety of all natural, wholesome and minimally processed treats as well as grooming items. "We're excited to be in the pet industry and partner with a brand like Cloud Star whose treats embody the all-natural, functional and healthy movement that we love to support," said Walter Florence, managing partner at Frontenac.
Florence said he sees the company growing by getting into more stores, adding new product lines and possibly acquiring other like-minded brands.
Pet owners want a lot from their pet food brands. They want primary proteins that suit what they believe is best for their animal. They want grains or they don't. They want something customized, but it has to be easy to understand.
Constraints and crises, like those experienced in 2020, help drive innovation and sustainability offers context.