Mexico's pet food market is steadily shifting toward higher-value segments as consumers show growing interest in fresh, minimally processed nutrition. Within this transition, the combined wet and raw pet food market represents an estimated MXN 32.6 billion (US$1.87 billion) at retail prices, according to Triplethree International.
In this context, Maka Recetas — a brand owned by Grupo PROAN — is entering Mexico's growing fresh cooked, human-grade pet food category.
Vertical integration as a strategic lever
Unlike subscription startups or import-dependent brands, Maka operates under a fully vertically integrated model. As part of Grupo PROAN, one of Mexico's largest animal protein producers, the company controls its supply chain from protein production to final packaging.
Protein is sourced exclusively from PROAN's TIF-certified facilities. According to the company, finished products can reach retail shelves in fewer than five days — a logistical advantage over import-based models, particularly during periods of input volatility.
Processing and product development
Maka applies cold pasteurization and gentle steam cooking to mitigate pathogenic risks while preserving nutritional integrity. Recipes include egg, chicken, pork, liver and vegetables, and are formulated without artificial preservatives. Products are positioned as complete and balanced meals.
Development is supported by a specialized bioterium housing more than 100 pets, where nutritionists and scientists test formulations prior to commercial scaling — reflecting the growing role of applied nutritional science in premium pet food.
Retail scale and category creation
The company plans to distribute 1 million units per month across 130 Petco stores in Mexico, supported by proprietary refrigeration units and optimized cold-chain logistics.
Rather than competing directly with dry kibble, Maka's approach appears focused on category creation. Demand for fresh and human-grade options is being driven primarily by younger urban households and older pet owners who associate pet nutrition with transparency, health and human-food quality standards.
With vertical integration, retail scale and logistical control, Maka's entry signals a broader shift: protein producers moving downstream to capture value in Mexico's premium pet food segment.
