Our portfolio expands with organic pet food brand Yarrah
As a leading player in the Benelux pet food market, we recently completed the acquisition of the Yarrah brand. Following the recent bankruptcy of Yarrah, a pioneer in organic pet food, we at Premium Petfood Brands saw a unique opportunity to expand our portfolio including the Smølke and Rodi brands and further strengthen our position as a supplier of high-quality dog and cat food.
Strengthening the brand portfolio
The addition of Yarrah marks an expansion into the organic pet food segment. Over the years, Yarrah has built an excellent reputation for animal welfare and sustainability, values that perfectly align with our vision. 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.
Yarrah is home again
In 1992, it was our owner Jan Jaap Roelevink who first started producing and marketing organic pet food under the brand name Yarrah. In 2012, he 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.
Opportunities for growth and innovation
Looking to the future, we are determined to continue and strengthen Yarrah's heritage in organic dog and cat food. The focus in the coming period will be on integrating the Yarrah brand into our business operations in order to return to serving customers well and quickly. Together with the Smølke and Rodi brands, this will create a unique portfolio that will give Premium Petfood Brands the opportunity to grow and innovate even faster.
