Long tradition of authenticity

Champion Petfoods markets its pet food brands, ‘Orijen’ and ‘Acana’ for dogs and cats, through specialist dealers in more than 60 countries throughout the world. For years this manufacturer of pet food has been experiencing high rates of growth both in America and in overseas markets. The company is expanding especially strongly in export markets like Russia, South Korea and Taiwan. “Strong sales in Canada, the USA and the European Union have created a balanced market portfolio, with shipments divided equally between Canada, the USA and overseas markets. Sales are evenly split between the ‘Orijen’ and ‘Acana’ brands,” explains Peter Muhlenfeld, sales and marketing manager. The company has increased its number of employees from 40 to over 200 in tandem with the increasing volume of sales. Champion Petfoods has already won a great number of awards, including “Pet Food of the Year” from the Glycemic Research Institute in Washington. The company’s declared aim is to nourish dogs and cats in keeping with their evolutionary adaption to fresh meat and protein-rich diets. The fact that Champion Petfoods’ products are different from those of other producers is also intended to be evident from their composition. “We don’t buy the bulk commodity ingredients found in conventional pet foods. Instead, we focus on ingredients that are sustainably raised within our region by people we know and trust, approved fit for human consumption, and delivered to our kitchen doors fresh each day so they’re preservative-free and bursting with natural goodness and taste,” explains Peter Muhlenfeld. Tradition of authenticity The company, which has its headquarters in Edmonton/Alberta in Canada, looks back over a tradition of authenticity spanning a quarter-century. The pet food manufacturer is proud of never having outsourced its foods. Champion Petfoods also points out that it has never produced food for other companies either. Peter Muhlenfeld: “We prepare every ‘Acana’ or ‘Orijen’ product ourselves in our kitchens, where we control and perform every detail of production – from where and how our ingredients are sourced, to every cooking, packaging and quality process.” The company’s “Biologically Appropriate” concept sounds simple. It is intended to mirror the freshness and variety of meats that dogs and cats would naturally hunt in the wild and which they have evolved to eat. Champion Petfoods sets great store by its foods featuring exceptionally high and varied inclusions of the…