An alternative route to success

The entrepreneurial pair established their company at the beginning of 2004. The idea of supplying alternatives to established products for pets quickly evolved into the basic corporate philosophy of offering the Spanish market organic and natural products for pets that pose no risk to people or animals, and are manufactured in an environmentally compatible manner. "On the other hand, we naturally also pay considerable attention to product quality," said Antje Geuer, speaking to PET in Europe, "because quality and service are the be-all and end-all of our company." A variety of products is intended to ensure that customers are offered alternatives within the range also. Geuer and Palma are dog owners them-selves and try out all the products sold.Japag-Distribuciones was founded initially as the regional agent for Valencia and Catellón for German "Luposan" dog food products from Markus Mühle. A visit to Interzoo 2004 was used to look around for other useful product ranges and conduct the appropriate negotiations, for the company was now receiving enquiries from customers regarding organic pet care products. This is why the "Anibio" products of the German supplier Specht Bio-Pharma attracted attention at Interzoo and were included in the distribution range. "BreederCelect" cat litter and the "Back-2-Nature" small animal litter from Australian manufacturer Fibrecycle were then also added to the selection. "The products are manufactured from 100 per cent recycled paper, without any chemical additives. They therefore dovetail wonderfully with our corporate philosophy and are also superbly effective," says Antje Geuer.Japag-Distribuciones has secured the status of Spanish general importer for almost all of the brands and can reflect on steady growth. The product range now comprises natural dog food, the "Anibio" line for organic pet care, "BreederCelect" cat litter, the "Back-2-Nature" small animal litter and recent additions including dog accessories and interactive toys from various manufacturers. "It's only for Luposan products that we are purely a local wholesaler", comments Antje Geuer.Depending on the products involved, the clientele includes Spanish wholesalers,veterinarians, clinics, pet product stores, garden centres, breeders, agility clubs and dog training schools as well as some individual consumers. The latter can order all products directly from Japag-Distribuciones in the event that the local speciality shops don't yet stock the products.Plans for…