Great potential for international growth

Since relinquishing its agricultural business completely three years ago as a consequence of the BSE crisis, South German company Bosch Tiernahrung has concentrated exclusively on the production of pet food. In just a few years, the family firm with a staff of 140 has strengthened its market position in this segment substantially. Having already built a factory at its headquarters in 1985 comprising production lines for flake, croquette and mixed products and supplementary food, Bosch built a further ultra-modern plant with three extruder lines directly adjacent to it in 1998.A bird's eye view of the company. The company manufactures 5000 t of pet food per month in the two plants. In recent months Bosch Tiernahrung has also erected a new warehouse with room for 5 000 pallets. Its logistics operations for the whole of Europe are directed from here. Bosch Tiernahrung is represented worldwide in over 30 countries. Exports account for 40 % of its sales. Its main customers include France, where the company has operated a subsidiary for nine years, the Benelux states, Switzerland, Austria and Poland. The company sees great potential in Eastern Europe in particular. In countries in which the speciality trade is not yet fully developed, the company's products are to be distributed by its own depots. In addition to its own brand business, Bosch Tiernahrung also wants to boost the private label business abroad. The latter already accounts for over half of the company's total sales.   Bosch Tiernahrung is looking to extend its market share with the relaunch of its premium dog food line. The line consists of three new products: "Adult Maxi", "Adult Menue" and "Light".Up to three years ago, Bosch Tiernahrung's pet products were distributed primarily via breeders and agricultural businesses. Now the company is concentrating mainly on the speciality trade. It has introduced a premium range for cats under the "Sanabelle" brand that currently comprises five different products, while the existing premium range for dogs was relaunched a few months ago and extended to include the new products "Adult Maxi", "Adult Menue" and "Light". These take account of the age, development and level of activity of the animals. The dog food range also includes some treat products and food supplements.Bosch's new warehouse.In the domestic market in Germany, Bosch Tiernahrung is currently profiting from the price awareness of many consumers. Many dog owners have switched from super-premium to…