The third Vitacan Congress, held in Guadalajara, Mexico, brought together key players from Mexico's growing pet food industry to discuss innovation, leadership and the evolving dynamics of a market that is becoming increasingly sophisticated and emotionally driven. Among the event's highlights was Previtep's presentation of its newest product, Doggueta, a maintenance food designed for the mass market, reinforcing the company's commitment to reliable nutrition — the guiding principle of its Vitacan brand portfolio.
Previtep, one of Mexico's most prominent pet food manufacturers, operates a world-class facility certified under FSSC 22000, underscoring its dedication to quality and safety. The company is also a supplier for Sam's Club's semi-premium line, reflecting its dual expertise in large-scale production and brand innovation.
With Doggueta, Previtep completes its dog food lineup, which already includes Vitacan Línea Extra — the company's most mainstream product; Vitacan Línea Fortis, positioned as a high-performance formula; and Vitacan Dogg, developed to meet specific nutritional and aesthetic needs. Together with Michi, its feline counterpart, Previtep now offers a well-rounded portfolio that spans from everyday maintenance to specialized nutrition.
Mexican consumers look beyond price to connection
The Vitacan Congress served not only as a launch platform but also as a forum for forward-thinking dialogue. Industry leaders, nutrition experts and marketing professionals discussed new strategies for efficiency and differentiation in a market marked by intense competition and brand proliferation.
A recurring theme was the shift away from price-based competition. As the number of brands expands, price alone is no longer the decisive factor. Instead, companies are focusing on building emotional connections with pet owners, fostering trust and loyalty through shared values, storytelling and genuine care for animal well-being.
Speakers emphasized that the future of pet food lies in connecting science with sentiment — combining nutritional rigor with an authentic understanding of the human-pet bond. As one participant summarized, "We are no longer just feeding pets; we are nourishing relationships."
With this vision, Previtep continues to position itself as a leader in responsible innovation, balancing technical excellence with emotional intelligence. Through products like Doggueta and its broader Vitacan range, the company demonstrates that reliable nutrition can also mean meaningful connection — a principle that resonates deeply in today's pet-loving world.
