Premium Petfood Brands acquires Yarrah to expand into organic pet food market 

NETHERLANDS – Dutch manufacturer Premium Petfood Brands has taken a significant step in diversifying its portfolio by acquiring the Yarrah brand, marking its entry into the organic pet food segment. 

The acquisition comes in the wake of Yarrah’s recent bankruptcy, presenting Premium Petfood Brands with an opportunity to expand its offerings in the rapidly growing organic and sustainable pet food market.

The addition of Yarrah to Premium Petfood Brands’ portfolio is a notable development for the company, which already boasts established brands like Smølke and Rodi. 

Yarrah has earned a strong reputation over the years for its commitment to animal welfare and sustainability, aligning perfectly with Premium Petfood Brands’ values. 

This strategic move will enable the company to meet the increasing demand from consumers and retailers for responsible and sustainable pet food options.

“Over the years, Yarrah has built an excellent reputation for animal welfare and sustainability, values that perfectly align with our vision,” the company stated. 

The acquisition strengthens Premium Petfood Brands’ position in the Benelux pet food market and provides an edge in addressing the growing preference for organic products among environmentally conscious pet owners.

This acquisition also brings Yarrah back to its original roots. In 1992, Jan Jaap Roelevink, owner of Premium Petfood Brands, launched the Yarrah brand, pioneering organic pet food production and marketing. 

After selling the brand in 2012, Yarrah changed hands several times, ultimately leading to its bankruptcy. 

Now, under Roelevink’s ownership once again, Premium Petfood Brands expressed that “it feels like Yarrah is coming home again.”

Premium Petfood Brands has outlined its plans to integrate Yarrah into its business operations swiftly and efficiently. 

“Looking to the future, we are determined to continue and strengthen Yarrah’s heritage in organic dog and cat food,” the company stated. 

This integration aims to leverage Yarrah’s legacy while creating synergies with Smølke and Rodi to drive innovation and growth.

The organic pet food market has shown impressive growth, with a valuation of US$2.0 billion in 2022 and projections to reach US$4.0 billion by 2032 at a compound annual growth rate (CAGR) of 7.4%, according to a Future Market Insights report. 

This trend reflects increasing consumer awareness and demand for products prioritising sustainability and animal welfare, further supporting Premium Petfood Brands’ strategic direction.

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