Premium pet food from Genoa

When he established the company Almo Nature in Genoa/ Italy in 2000, the aim of entrepreneur Pier Giovanni Capellino was to bring the high culinary standards of the Italian culture to the pet supply market. The approach was entirely revolutionary at the time, because moist cat and dog food made from natural ingredients that were originally intended for the human food chain was practically unknown. It was a gamble , especially because the international market leaders in the moist food sector already seemed virtually all-powerful. However, the concept was accepted by pet owners and quickly yielded initial success. Given its Italian origins, the company focused first on Europe as its expansion target and thus on Italy, Germany, Switzerland, France, the Netherlands and Great Britain. The group of companies now employs 100 people and has extended its operations to North America and Asia. Today Almo Nature's products are sold in 27 countries including Russia, Japan and Hong Kong. The broad span of this international export market is clearly reflected in the sales figures: Almo Nature's sales in 2013 amounted to € 60 mio, with exports accounting for 45 per cent of this figure (2012: € 50 mio, export quota 40 per cent).

High meat content
Alongside its original moist food products, Almo Nature brought a dry food line, "Rouge Label The Alternative", to the market in 2012. The dry food for dogs consists of 50 per cent fresh meat or fish, 25 per cent rice and oils (from the same protein source), potatoes, beet pulp, peas, vitamins and minerals. In the dry food for cats, fresh meat makes up 55 per cent of the content, according to the company. Meat also predominates in the moist food varieties for cats; for example, premium moist food varieties for cats contain 75 per cent fresh meat or fish, 24 per cent cooking broth and 1 per cent rice. In 2014 Almo Nature presented the new dry food "Alternative" for dogs and cats at the Interzoo fair in Nuremberg, Germany. This revolutionary product contains 75 per cent fresh meat, 20 per cent rice and 5 per cent vegetables, vitamins and minerals. The company states that no animal or meat meal, preservatives or chemical additives are used in the product. The new food should appear in the stores in autumn 2014.
These new…