Organic pioneer Yarrah “back at home“

Founded in 1992, Yarrah Organic Petfood, a pioneer of organic pet food in the Netherlands, has been sold to Dutch pet food manufacturer Premium Petfood Brands. "We have recently completed the acquisition of the Yarrah brand," said Premium Petfood Brands in a press release. Yarrah, which claimed to be the market leader in organic dog and cat food, was most recently owned by AAC Capital and had to file for bankruptcy.

Founder Jan Jaap Roelevink sold Yarrah to Vendis Capital in 2012, which in turn sold it to investor AAC Capital in 2017. Roelevink has now taken back control of the company. "Having the brand back in my hands after so many years feels like Yarrah coming home again," says Roelevink.

Premium Petfood Brands, "as a leading player in the Benelux pet food market, saw a unique opportunity to expand our portfolio with the Smølke and Rodi brands and to further strengthen our position as a supplier of high quality dog and cat food". The addition of Yarrah represents an expansion into the organic pet food segment. This will enable the company to respond to the growing demand for sustainable and organic products in the pet food market. For Yarrah, which sells its products in 30 countries, organic supermarkets are the main distribution channels, alongside its own web store and online speciality retailers. Bricks and mortar pet shops only account for five to ten per cent of total sales.