Back to basics

The family-owned company now known as Terra Animalis started about 20 years ago with a modest 35 m2 Kika shop. It was intended to remedy the lack of pet products in the Lithuanian market. In 2012 there are 66 top-class Kika shops, offering a full and up-to-date product portfolio. The stores cover 53 per cent of the local market. “Our concept is all about delivering added value to the consumer and the pet, out of a spirit of professionalism and genuine care. As company owners, we are intensely proud that over the years we have succeeded in changing the attitude of people towards their pets,” says Tauras Plungé along with his spouse Janita. In 2004, after a long period of reflection, the family decided to build its own state-of-the-art dry pet food manufacturing plant. Since that day, the plant’s capacity has been expanded five times. It is one of the most modern and well equipped, certified manu­facturing plants in eastern Europe, allowing Terra Animalis to market its own award-winning product range as well as producing private label. More importantly, it paved the way for the creation of its super-premium dog and cat food brand “Nature’s Protection”, which was unveiled at Interzoo 2012. Recipe for success In view of the company’s international expansion, the highly qualified local team is complemented by an international team of experienced managers, trade experts and business development managers located across Europe. An international expert panel of veterinarians, nutritionists and food manufacturing experts as well as scientists cooperate on a daily basis to create brand value for the consumer and innovative benefits for the pets. In fact, “Nature’s Protection” features real breakthrough innovation with the patented MicroZeoGen, which elevates the brand to a level of uniqueness. The vast experience of the international team in the pet health and pet care business is focused on helping the company’s international distributors to win in the market place. According to Terra Animalis, distributors can also benefit from the company’s training and business development institute, which was created in December last year. Last but not least, the Kika shops constitute best practice and a valuable test market, which can benefit all business partners. True innovation and differentiation “Nature’s Protection” can be characterised by a “back to basics” approach, emphasises Terra Animalis. No marketing gimmicks or copying of human food trends are deployed. According…