Steadfast loyalty to the speciality trade

Progressive globalisation is seeing to it that the economy is dominated increasingly by powerful corporate concerns. The influence of large groups of companies is perceptible even in the comparatively small pet product industry. Some of the world’s biggest manufacturers of consumer goods, including Procter & Gamble, Nestlé, Mars and Colgate, are involved in the pet food business. Together they account for a market share that is probably well over 80 per cent.
Although the presence of global players in the pet product sector may displease a lot of people in the industry, it should not be forgotten that small firms too benefit from the high level of investment of a few companies in the growth of the industry. The pet industry needs workhorses that show consumers, through lavish advertising across all media channels, how nice it is to own a pet.
Nevertheless, it is equally important that family firms exist that make successful headway in the industry in spite of the dominance of the large groups.
In this issue of PET in Europe we feature two examples of such firms: Rolf C. Hagen and Sera. Rolf C. Hagen celebrates its 50th anniversary this year, while Sera is celebrating its 35th birthday.
Both companies have developed over their lifetime from a “one-man band” into internationally active companies. In Rolf C. Hagen and Joseph Ravnak they are led by two personalities that have initiated and engineered the rise of their firms with imagination, an enthusiasm for work, assertiveness and an iron will. The industry has much to be grateful to them for.
It is notable above all that both companies have consistently resisted the temptation to introduce their products into the food retailing sector. There have been plenty of opportunities, but both have always turned their backs on them. It is often forgotten that their loyalty to the speciality trade has cost Hagen and Sera a lot in lost sales, and they have not always been thanked adequately for this. But it has not made any difference to their unshakeable opinion that high-quality products need to be accompanied by the provision of advice, which will never be possible in the food trade. Hitherto both companies have repeatedly encouraged the speciality trade to raise its profile in competition with the supermarkets and to back its strengths. This is important, especially at a time in which price often plays a bigger role than quality in many countries. It remains to be hoped that both firms will master the…