Champion Petfoods has been making biologically appropriate dog and cat food for 30 years, and a lot has changed in the market over that time. “Pet lovers are everywhere, and they are increasingly informed and ever-more (rightfully) demanding, resulting in tremendous growth in demand for foods of the highest quality and functionality,” says Peter Muhlenfeld, chief brand officer for Champion. “This provides us with a tremendous opportunity to connect with them.”
Building that connection with customers has been the cornerstone of Champion’s business philosophy since the company’s inception, according to Muhlenfeld. “We are passionate about our foods and committed to leading the global pet food industry through food innovation and authenticity,” he says. “We build relationships of trust with pet lovers, providing them with the peace of the mind that comes with knowing you have done the very best for your companion dog or cat. Our mission is clear and strong: We make biologically appropriate foods from fresh regional ingredients and we never outsource our foods.”
Focusing on biologically appropriate pet foods
“’Biologically appropriate’ means [our pet food brands] ACANA and ORIJEN respect the eating anatomy of dogs and cats,” says Muhlenfeld. “We lead the way in meat, fresh meat and fresh meat variety in dry foods. Our brand formulas feature ‘WholePrey’ ratios of meat, organs and edible bone which closely mirror the natural diet, virtually eliminating the need to add synthetic vitamins, minerals or amino acids. ACANA and ORIJEN foods also lead in meat protein, while limiting total carbohydrates and glycemic response.”
Packaging operators at the new Kentucky, USA DogStar Kitchens, show off the ACANA brand, one of Champion's biologically appropriate lines. | Champion Petfoods
Champion focuses on fresh, regional ingredients and developing and producing its pet food formulas in-house. “We don’t allow anyone else to make our foods, and we don’t make foods for anyone else,” says Muhlenfeld. “We believe it is critical to oversee all aspects of food preparation, from ingredient sourcing, research and innovation to recipe development, food quality and food safety; and we invest heavily in our kitchens.”
The ACANA line focuses on 'WholePrey' ratios of meat, organs and bone meant to mirror the natural diets of dogs and cats. | Champion Petfoods
In 2011, Champion purchased a kitchen capable of producing freeze-dried pet food, converting it for its pet food and treat formulas. In 2015, the company completed its from-the-ground-up construction of DogStar Kitchens, a two-year project purpose-built in Kentucky, USA (the company is based in Canada) to advance Champion’s capabilities in the biologically appropriate pet food niche.
“When building our newest kitchen in Kentucky, we chose a farm land site away from industrial development and close to the many small farms that supply our fresh ingredients, surrounded by nature to provide us a constant source of connection and inspiration,” says Muhlenfeld. “We equipped our kitchens with food processing technology never applied before in the pet food industry, which materially advance our biologically appropriate capabilities, including completely unique cooking processes, a refrigerator half the size of a football field, plate-freezers, nitrogen tunnels and freeze-dryers, a custom-built twin screw extruder and three-stage moisture reduction systems, all of which allow greater fresh ingredient inclusions in our foods.”
In 2016, Gray Construction, the company that built DogStar Kitchens, won the National Design-Build award from the Design-Build Institute of America in the Industrial, Process and/or Research Facilities category for its work on the project.
Champion Petfoods: 2016 and the future
Champion materially enhanced both its brand lines in 2016, including more meat, more fresh meat and more meat variety. Cooking advancements in DogStar Kitchens and a greater availability of fresh, local ingredients aided in those enhancements for the US lines, and Champion aims to springboard into enhancements for the Canadian formulas by the end of 2016, as well.
Champion develops and makes all its formulas in-house, controlling the process from ingredient sourcing all the way through packaging. | Champion Petfoods
One of the company’s keys to growth, according to Muhlenfeld, is “our ongoing investment to innovate our kitchen technologies, fresh ingredients development and biologically appropriate foods.” To that end, in 2016 Champion commissioned the BAFRINO (Biologically Appropriate, Fresh Regional Ingredient and Never Outsourced) Research and Innovation Center in Alberta, Canada. Located adjacent to the company’s NorthStar Kitchens, the facilities will focus on formula development, fresh meat technologies and nutrient testing and validation.
As for the future of Champion Petfoods? “For over 25 years, we have been committed to the continual advancement of our biologically appropriate, fresh regional ingredient and never-outsourced mission,” says Muhlenfeld. “We’re equally committed to the pet specialty channel, and continue to advance our foods and services to support pet specialist partners. But most important, we have a genuine passion for our foods and we are relentlessly committed to earning the trust and exceeding the expectations of pet lovers and the people who serve them everywhere.”
Just the Facts
Headquarters: Champion Petfoods LP: Edmonton,Alberta, Canada; Champion Petfoods USA: Auburn, Kentucky, USA
Facilities: Corporate office (Edmonton); three kitchens: Morinville, Alberta; Oakville, Ontario; and Auburn, Kentucky, USA; Warehouse (Edmonton)
Officers: Frank Burdzy, president and CEO; Peter Muhlenfeld, chief brand officer
Sales: Due to the strong support received from pet specialty retailers, we have experienced double-digit sales growth for the past 15 years.
Brands: ACANA, ORIJEN
Distribution: We sell our biologically appropriate dog and cat foods exclusively through pet specialty stores.
Employees: 400 people company-wide
Website/social media: www.championpetfoods.com; www.facebook.com/ChampionPetfoods; @championpetfood on Instagram and Twitter
Expert opinion: Current trends in the pet food industry
Peter Muhlenfeld, chief brand officer, Champion Petfoods
- Greater demand for and acceptance of innovation.
- Pet food manufacturers making higher-quality foods to meet the ever-increasing demands of pet lovers.
- Decline of multinational brands.
- A need for better industry reputation; the industry is not as transparent as it could or should be.
- A need for regulations and standards synonymous with human foods.
- Aging regulatory bodies based on livestock, rather than companion animals.
- Greater transparency in labeling to enable pet lovers to make more informed choices.
- Greater interest from pet lovers regarding the foods they feed their pets and the ingredients that go into them.
- Fresh, local and sustainable ingredients.
- Emergence of fresh, raw and freeze-dried categories.
- The internet.
- Proliferation of marketing brands—foods are made by third-party kitchens.
- Continued separation of pet specialty brands versus big box brands.
- Greater need for pet specialists to clearly differentiate their product and service offerings from grocery and big box.
