Premium Petfood Brands, pet food brand operating in Belgium, the Netherlands and Luxembourg, acquired Yarrah, an organic pet food brand. Following the recent bankruptcy of Yarrah, Premium Petfood Brands moved to purchase Yarrah’s portfolio, containing the Smølke and Rodi brands.
“The growing demand for sustainable and organic products in the pet market is evident. With Yarrah, we can respond to this need and offer both consumers and retailers a wider choice of responsible food,” Ronald van Sermondt, managing director of Premium Petfood Brands, said in a press release.
In 1992, Jan Jaap Roelevink, owner of Premium Petfood Brands, first started producing and marketing organic pet food under the Yarrah brand name. In 2012, Roelevink sold Yarrah to Vendis Capital and in 2017 the company was resold to AAC Capital.
“That the brand is back in Roelevink's hands so many years later, makes it feel like Yarrah is coming home again,” Van Sermondt said.
Premium Petfood Brands plans to continue and strengthen Yarrah's heritage in organic dog and cat foods. The focus in the coming period will be on integrating the Yarrah brand into Premium Petfood Brands' operations in order to return to serving customers well and quickly. Together with the Smølke and Rodi brands, this will create a portfolio that will give Premium Petfood Brands the opportunity to grow and innovate, according to the company.
Adapted from a press release.
