50 years of pet food from Verden

“In recent years, the Verden factory has assumed a lead role in Europe with regard to promising technologies of the future. Tins, trays, freshness pouches – all Mars inventions in the field of moist pet food products are manufactured in Verden for Germany and Europe,” explains Loic Moutault, CEO of Mars Petcare Germany. He stresses that Verden also benefits as a location from the European dimension and is where the development and marketing of pet food in Europe is based. Mars Petcare has been one of the world’s leading pet food manufacturers for 50 years. In Europe, where the pet food market is worth around ¤ 8 bn, the company claims to have a market share of 29 per cent. Last year Mars Petcare achieved organic growth of 1.7 per cent in Europe. “In spite of the recession, pet care continues to grow globally. For us the segment is the other best side of the Mars business, so to speak. We offer brands and products that enable pets to lead a full life and so enrich our lives,” says Jan van Bon, president of Mars Petcare Europe. The German plants in Verden and Minden currently employ approx. 1 200 people from 32 countries. With sales of €724 mio Mars Petcare Germany heads the second-biggest market in Europe and occupies a strong position in the grocery trade with a market share of just under 50 per cent. Sustainability is important The company attaches great importance not only to the high quality of its brands but also to all aspects of its business and society. In cooperation with the World Wildlife Fund (WWF) and the Marine Stewardship Council (MSC) it has pledged to use only fish from sustainable sources from 2020 onwards. The fish varieties used in the “Sheba” and “Whiskas” brands are expected to be the first to demonstrate this from the end of 2010 with the MSC seal. Mars Petcare has already stopped using bigeye tuna, bluefin tuna and swordfish in its production. At European level the company is one of the key partners and sponsors of the 12th IAHAIO Conference on Human-Animal Interactions, “People & Animals – For Life” in Stockholm in July. Download: 50 years of pet food from Verden (PDF file)