Restructuring at Witte Molen

Witte Molen has a long tradition of developing and manufacturing food for small animals. The origins of the company date back to 1740, when millers in the village of Meeuwen laid the foundations for the well-known business of today. The company’s name is derived from a white mill that was of considerable importance in the development of the village and is now a listed building not far from the head office of Witte Molen. 90 per cent of the sales of the company, which employs 35 people, derive from exports. Its products are supplied to 40 countries worldwide, either via distributors or directly to chains. Witte Molen’s most important export destinations include Germany, Spain, Turkey, Portugal and Japan. The company perceives significant development potential in the UK, Scandinavia and eastern Europe. Other sales markets that are increasingly important to Witte Molen are Latin America and Asia, where the company’s eggfood specialities in particular are in growing demand by native breed¬¬ers. Three export managers are responsible for looking after the foreign markets and divide the various sub-markets up between themselves. Private label products account for over 50 per cent of Witte Molen’s sales and are manufactured predominantly for retail chains. Further mainstays of the company are small packs, which are sold mainly in pet stores, and large containers for agricultural businesses and breeders. The range comprises approximately 150 products encompassing economy, premium and super-premium lines. Lots of new products at Dibevo The decline in the small animal population in some important export countries this year has not passed unnoticed at Witte Molen. This is compensated for by the marked increase in sales that the company has recorded for its existing and new eggfood products. At the Dibevo trade show, the company presented the relaunch of its “Country” and “Premium” lines for rabbits, small mammals and caged birds for the first time. Both the packaging, which is now reclosable, and the raw ingredients for the individual products were optimised for this. Another new product is “Premium Bites” for rabbits and small mammals, the consumption of which has a positive effect on dental health, digestion and a healthy coat, according to Witte Molen. “Soft & Sweet” eggfood for birds is a new product in the premium bird range that contains important nutrients and additionally zinc for a healthy skin and good plumage growth. Since the end of November the packs…