2014: Vitakraft streamlines its European logistical chain, following Deuerer’s initiative to trim its product range from 3,000 to 2,000 items.
2013 (July): Vitakraft owners, the Wührmann family, sells the company to private-label pet food manufacturer Deuerer (Tiernahrung Deuerer) and an unnamed private investor. The Wührmann family retains a minority shareholding in the company.
2012 (October): Vitakraft announces an agreement with Wanpy, a Chinese manufacturer of dog and cat treats, to expand its pet food offerings into the Asian market. As part of the cooperation, a new pet food factory in Yantai in Shandong province, China, will begin production at the end of the year. The newly established distribution company, Vitakraft China, markets the new range of dog and cat food, as well as distributes pet products from the other segments of Vitakraft to the east and southeast Asia-Pacific region.
2007: Vitakraft-Werke Wührmann & Sohn acquires Agrochovex s.r.o., which becomes a Vitakraft subsidiary.
Vitakraft, Poésie, VitaNature, EMOTION, Vita Minis
Geographic markets served
Eastern Europe, North America, Asia Pacific, Western Europe
Key product categories
Pet Drinks, Reptile Amphibian Food, Semi-Moist Cat Food, Pet Bird Food Treats, Small Mammal Food Treats, Semi-Moist Dog Food, Dry Dog Food, Wet Dog Food, Cat Treats Snacks, Dog Treats Snacks, Wet Cat Food, Dry Cat Food