petfood pro 4/2021

International Magazine November 2021 ISSN 2628-5851 

Technology & Marketing 

4/21 

Ingredients: Rice Proteins, Seaweed Extracts, CBD Oil, Premium Ingredients, Peanut Butter 

Processing: Goodbye Salmonella, Quick and Gentle Mixing, Healthy Kibbles 

Packaging: Recyclable Packaging and Bags, Labelling, Shipment of Healthy Petfood 

Marketing: Learning from Turtles, News from Fressnapf, Nutrition Lab

+43 664 44 33 22 1 www.tichytrading.at

editorial 

Teaching a New Dog Old Tricks 

Sustainability has many forms. More 

commonly we think of packaging, 

pouches, reducing size and saving 

resources. Currently climate change and 

carbon reductions are the hot topics. 

However there is another side to being 

sustainable: retaining the best from the 

existing resources, or trying to capture 

the experience of people before it is 

lost. Many of our older colleagues have 

worked for many years, made mistakes 

and discovered systems that function 

well. However brilliant a new co-worker 

may be, he or she still needs to gain the 

experience and relationships with peers 

and clients. 

None of us will be around for ever, so it is 

important for the younger generation to 

learn things from the older guys before 

they move on, which can make their 

own path a little straighter. This can be 

very simple in the form of storytelling. 

Everyone has a different viewpoint and 

the more we have lived, the more there is 

to say. In this way a company can be made 

fit for the future in the traditional way, 

which often saw fathers teaching their 

sons and mothers their daughters. 

Modern TV advertising focusses on people, 

often celebrities, who tell their story. The 

identification is often with the narrator, 

who builds trust so that the relationship 

with him or her is more important, than 

whatever cream, coffee, kibbles or car, 

they are actually trying to sell. How many 

of us – as children or even young adults – 

have bought something because our hero 

has been seen with it? How many football 

shirts are sold because they have a certain 

number or name? How many chocolate 

bars are sold because the lady licking her 

lips is our favourite actress? 

Storytelling is also part of building 

relationships. At a business dinner we 

rarely talk about business. But we do relate 

the latest adventures of our offspring 

or our cats and dogs. There are many 

subjects, away from pet food nutrition 

where we can find a common interest and 

go away saying, “That is a good, honest 

person. I could imagine doing business 

with them.“ 

Part of the success at forums at different 

conferences, trade shows and other 

events, is a discussion group of certain – 

experienced – professionals who share 

Ian D. Healey, Editor-in-Chief 

their opinions on current hot topics. 

The audience is sometimes invited to 

participate, but again, this has become 

a marketing tool where a ‘human library‘ 

is featured and where the discussion is 

beneficial for everyone else. 

Stories have power. They can delight, 

enchant, touch, teach, inspire, motivate 

and challenge. They can confirm what we 

already think or send us in a new direction. 

Stories live from being told and those who 

listen can profit and understand things 

from a new perspective. 

Sincerely 

If you like it subscribe! 

Issue 4 2021 

3

Contents 



4/21 

Issue 4 November 2021 

Pet food has changed a lot during and because of Covid. People have more 

time for their pets and have become more aware of their nutrition. Producers 

are starting to pay more attention to clean label ingredients, especially 

where allergies are concerned. Some human consumer trends that continue to 

crossover to the pet food category include increasing demand for added 

protein, digestive wellness, and plant-based products. This issue of Petfood 

PRO covers these topics - and many others - with the result that our pets 

can live to be happy and healthy for as long as possible. 




Marketing: Learning from Turtles, News from Fressnapf, Nutrition Lab 

Cover: © Dr. Harnisch Publications 

Ingredients 

Processing 

6 Growing Demand for Rice Starch and Protein in Natural and 

Premium Pet Foods 

10 Seaweed Extracts Optimize Dog Digestive Health 

14 CBD Oil for Animal Health and Well-Being 

16 Premium Pet Food Requires High-Quality Ingredients 

18 Lockdown’s Peanut Butter Pet Frenzy! 

26 Goodbye, Salmonella: Bacteria-Free Through Treatment 

with Infrared Light 

28 Healthy Kibbles Through Extrusion Expertise 

31 Sorters for Pet Foods 

32 Quick and Gentle Mixing 

The market for peanut butter treats for dogs has increased 

dramatically - and many believe that the trend is driving the 

demand for healthier options in the pet food supply and treat 

sectors. It is a great way to administer medication as peanut 

butter tastes so good to dogs, so they can't detect that hidden 

pill! It also works as a great distraction during washing and 

grooming, and of course a tool to help with dog training. The full 

story is on page 18. 

Food safety is a crucially important issue in the pet food 

industry. The EU repeatedly reports product recalls due to 

salmonella contaminated animal feed, which must therefore 

be subjected to thorough treatment and inspection. Thermal 

processes are commonly used in the food industry to reliably 

kill microorganisms. When selecting the appropriate process, 

however, it is important to consider the effects of heat on the 

stability of the product to be treated. See page 26. 

4 

Technology & Marketing

Departments 

3 Editorial 

42 Upcoming Events 

42 Impressum 

Marketing 

20 Learning from Turtles 

23 New at Fressnapf: Dr. Jens Pippig Strengthens the 

Ecosystem for Animal Lovers 

24 ADM Unveils Nutrition Lab in Switzerland to Expand 

Research and Development Activities 

41 Zoomark International 2021 

Packaging 

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Cutting Solution 

New Affinity ® Dicer with built-in precutter is specially 

designed to process formed meat logs. 

The newly designed machine reduces processing 

time and increases labor cost-savings by eliminating 

the need to precut logs before entering the dicer. 

Contact Urschel to learn more. 

34 Recyclable Dog Food Packaging 

36 Label Innovations offer More 

38 Shipment of Healthier Dog Food 

40 Healthy and Sustainable – New Range of Therapeutic Pet 

Food in Recyclable MonoFlex Bags 

A global leader of environmentally sustainable, paper-based 

packaging solutions has been successfully working with a 

supplier of frozen dog food to develop package, not only 

thermally protecting dog food shipments but doing so with 

paper-based packaging, a more sustainable option. To continue 

with this success, one key challenge was to optimize packaging. 

This served both to get away from plastic, but also to reduce total 

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5 

®

Ingredients 

Growing Demand for Rice Starch 

and Protein in Natural and 

Premium Pet Foods 

An exchange between Karel Thurman, Commercial Director BENEO Animal Nutrition, 

and Ian Healey, Petfood PRO, about pets, trends, proteins and rice starch 

Karel Thurman has worked in animal 

nutrition for 15 years, having studied at 

the University of Leuven in Belgium. He 

works for BENEO in Tienen in the animal 

feed section, which includes livestock, 

aquafeed and pet food nutrition. Each 

sector has different demands, although 

the needs are similar. Many scientific tools 

are available to find and ensure the best 

appropriate nutrition for animals. 

Trends in pet nutrition are 

dynamic 

Pet food has changed a lot during and 

because of Covid. People have more time 

for their pets and have become more 

aware of their nutrition. More attention 

has been paid to a healthy diet and good 

animal health in general, with some 

premium brands profiting from this. The 

digestive well-being of our animals has 

grown in importance as has an awareness 

of allergies. Producers are starting to pay 

more attention to clean label ingredients, 

especially where allergies are concerned. 

Other human consumer trends that 

continue to crossover to the pet food 

category include increasing demand for 

added protein, digestive wellness, and 

plant-based products. “Adding protein” 

is a claim that makes pet food seem 

healthier to 4 in 5 owners 1 . Digestive 

wellness is also an increasing concern. 

Figures show that 81% of European cat 

and dog food buyers believe that actively 

looking after their pets’ digestive health 

is essential for their overall health 2 and 

natural, easy to digest ingredients are 

therefore a key purchasing decision driver 

for pet owners 3 . 

A more unexpected trend that is growing 

in popularity in dog nutrition is that of 

plant-based pet foods. Despite them 

being seen as carnivores, 34% of UK dog 

food buyers believe it is good for their 

pets to regularly have a plant-based 

meal instead of a meat-based one 6. A belief 

which is supported by many vets and 

scientists, with the proviso that plant-based 

ingredients form part of a balanced and 

suitably nutritious diet. 

The humanization of pet foods 

Consumers want to make healthier choices 

for their own food and drink and are 

projecting this onto their furry children. 

People have started reading labels more: 

A recent BENEO survey claims that 51% of 

consumers read the labels on their food 

products. With pet food products, this 

increases to 73% of dog owners and 66% 

for cats. Vegetable proteins are finding 

interest in human nutrition, and pet 

parents reflect on this trend for their loved 

ones. Around a third of pet owners believe 

plant based meals are suitable for their 

pets, at least some of the time. The survey 

also underlined that consumers are looking 

for pet food with less or no artificial colors, 

flavors as well as fewer additives in general 1 . 

If it is good enough for the pet parents, it is 

good enough for the animals themselves. 

There are openings in the premium pet 

food sector as demands from pet owners 

reflect the trends in human nutrition. 

According to the American Veterinary 

Medical Association (AVMA): “Trends in 

companion animal nutrition often mirror 

trends in human nutrition, reflecting the 

desire of pet owners to feed them diets 

they consider healthy and beneficial for 

the well-being of their pets”. 

The increasing use of rice starch in 

pet food 

With approximately 3,3 million MT of wet 

cat and dog pet food currently sold in 

Europe, creating clean label alternatives of 

common texturizing additives could prove 

very profitable for manufacturers. When it 

comes to premium wet pet food products, 

rice starch offers an ideal replacement for 

modified starches. This is due to the fact 

that it is a high quality ingredient that is 

recognized as natural by consumers. 

Functionally, rice starch is able to 

create soft gel structures and creamy 

6 


Ingredients 

textures. BENEO’s portfolio of rice 

starches is produced from different rice 

varieties (indica, japonica and waxy), 

with different ratios of amylose and 

amylopectin, allowing manufacturers 

to create a wide range of different 

textures, from soft gravies to firm jellylike 

textures. Due to the branched 

structure of the amylose in rice it also 

has excellent stability during shelf-life 

and temperature fluctuations (offering 

freeze-thaw stability). It also prevents 

the syneresis 6 that can occur with other 

starches. 

Rice starch is ideal for wet pet foods 

and can be used as a technical aid in 

extrusion of snacks and treats, as well as 

baked products. Rice is highly digestible, 

taste and color neutral and will not 

change the organoleptic properties. For 

younger and sensitive pets as well as 

those with allergies, rice starch is highly 

recommended. 

Aside from its clean label and functional 

benefits, rice also offers a range of 

nutritional benefits. These include 

being highly digestible - compared to 

traditional gums and modified starches 

- thanks to the small granule size of 

the rice starch, and being free of most 

common allergens. This means it is ideal 

for use in products aimed at young or 

sensitive pets and in hypoallergenic 

pet foods. Also, as a pure carbohydrate 

source, rice starch can be included in 

conjunction with a single protein source 

to create complete diets, or as treats for 

allergic pets. 

The rise of rice protein in 

veterinary and premium pet 

foods 

Rice protein is a recognizable ingredient 

which has become attractive to both 

pet owners and pet nutritionists. With 

pet owners becoming increasingly 

conscious about what is in their pets’ 

food, it is no surprise that demand for 

hypoallergenic, highly digestible and 

plant-based veterinary and premium 

diets is on the rise. To meet this need, 

more and more manufacturers are 

incorporating rice protein into their pet 

foods. This is largely due to the fact that 

it is a high quality, concentrated protein 

source with an excellent amino acids 

profile. In addition, 63% of consumers 

say that rice protein sounds natural or 

very natural to them, making the rice 

Karel Thurman, Commercial Director, 

BENEO Animal Nutrition 

protein a very appealing ingredient for 

pets owners. 3 

Pet food manufacturers are also 

showing more interest in vegetable 

proteins. There are different reasons for 

this: vegetable proteins are more easily 

available and the quality is more stable 

and constant than meat proteins. The 

sustainability aspect is also important 

to both pet food manufacturers and 

consumers. Investments are ongoing 

to meet future trends. The variety of 

pet food is also changing, moving away 

from large kibble-type products to a 

much wider variety. A visit to a regular 

supermarket or specialist pet food store 

can confirm this. 

Pets with food allergies / 

sensitive pets 

In pet foods where high digestibility is 

required, rice protein is also the ideal 

ingredient. It has shown an apparent 

digestibility of 87% in dogs 8 , making 

it not only attractive for pets with 

allergies, but also for sensitive pets 

such as puppies and older animals. 

In addition, BENEO’s rice protein is 

produced in alkaline conditions, which 

leads to significantly better digestibility 

than other rice proteins that have been 

isolated using an acidic treatment 9 . 

Amino acids are essential for 

keeping any pet in optimum health. 

Contributing to numerous metabolic 

functions including maintenance and 

immune responses, it is important 

that the protein source used in the pet 

food has a well-balanced amino acid 

profile. Among plant proteins, the rice 

protein has the highest essential amino 

acids (EAA) content. When BENEO’s rice 

protein EAA profile is compared against 

the requirements of adult dogs 10, it 

delivers a well-balanced profile and 

what is required to promote long-term 

health. Furthermore, it is also a good 

source of the EAA methionine/cysteine 

and phenylalanine/tyrosine that are 

involved in some major metabolic 

processes, as well as supporting a pet’s 

normal growth. 

Recognizable ingredient lists are of 

key interest for pet owners as they are 

carefully watching out for potentially 

hazardous ingredients for their pets. 

Add to this trend the increased concern 

for digestive well-being and food 

allergies, and it’s no surprise that more 

manufacturers are increasingly looking 

into clean label, hypoallergenic and 

highly digestible solutions such as rice 

protein to meet this consumer demand. 

BENEO’s rice protein is well-placed 

to deliver a high quality, plant-based 

alternative that can help manufacturers 


7

Ingredients 

deliver the best in veterinary diets 

and premium pet food products that 

respond to these growing trends. 

BENEO has identified more allergies in 

pets in recent years. These often lead 

to gastro illnesses and other digestive 

disturbances. It is often difficult to find 

specific causes. Studies limit ingredients 

to eliminate causes. Rice is 80% protein 

and has fewer allergenic reactors than for 

example soy. 

Conclusion 

As more consumers make the connection 

between a good diet and improved 

health for themselves, they are now 

taking extra care to choose the right 

foods for their beloved pets to help 

increase their overall wellbeing and 

health, especially for pets with specific 

health conditions. 

Globally, consumers are increasingly 

looking for health boosting products due 

to the pandemic and the same approach 

is being adopted for their pets. With 

‘natural credentials’ so key to many pet 

owners’ purchasing decisions, rice starch 

is well placed to help manufacturers 

looking to remove artificial preservatives 

and flavorings from their pet food 

ingredients’ labels and make the most of 

this growing clean label trend. 

References: 

1 BENEO Consumer Research on Attitudes 

towards Pet Food in the US, Brazil, UK, 

Germany and China (N=5*500, 2018) 

2 Mintel 2019 


towards Pet Food in US, Brazil, UK, Germany 

and China (N= *500, 2018) 

4 Mintel Pet Food Report 2019 


5 Global Market Data, Pet Care, 2019 data 

year 

6 Definition: syneresis - the contraction of a 

gel accompanied by the separating out of 

liquid. 


towards Pet Food in US, Brazil, UK, Germany 

and China (N= 5 *500, 2018) 

8 Twomey et al ‘The replacement value 

of sorghum and maize with or without 

supplemental enzymes for rice in extruded 

dog foods.’ Animal Feed Science and 

Technology 108 61–69 (2003) 

9 Yang, L. et al ‘Rice protein extracted 

by different methods affects cholesterol 

metabolism in rats due to its lower 

digestibility.’ 

International Journal of Molecular Sciences, 

12(11), 7594-7608 (2011) 

10 FEDIAF Nutritional Guidelines for 

Complete and Complementary Pet Food for 

Cats and Dogs, 2020 

https://fediaf.org/images/FEDIAF_ 

Nutritional_Guidelines_2020_20200917. 

pdf 

For more information 

www.beneo.com 

8 


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Ingredients 

Seaweed Extracts Optimize Dog 

Digestive Health 

By Anthony Jacobs , Virgil Meallet DVM 

Consumers have become increasingly 

aware of the influence of diet on the gut 

microbiome and their health. It is no 

surprise that Tim Wall recently reported 

that gut health tops the pet owner 

discussions on social media. Pet parents 

receive a barrage of digestive health 

information over social media including 

the merits of raw foods and grain free 

feeds. They are made acutely aware of 

the health of their dog’s digestive system 

by unpleasant flatulence and watery 

feces. An aggravated form of intestinal 

upset can lead to a pet version of Irritable 

Bowel Disease (A.E. Jergens), which is 

often a function of diet, stress, allergens, 

pathogens, aging and exercise. 

Let us start with an introduction to the 

dog’s digestive system and how pet food 

formulators need to provide balance to 

achieve gut health for both the owner and 

the pet’s benefit. 

The comparison of the dog’s 

digestive systems 

Digestion time is very different between 

humans and dogs. In humans, digestion 

lasts about 24 hours. Food spends 4 hours 

in the stomach, then about 7 hours in the 

small intestine, a further 6 to 7 hours in 

the large intestine before elimination. 

In dogs, it is the opposite: the food will 

stay between 4 and 10 hours in the 

stomach, which will act as a reservoir, 

before passing quickly to the small 

intestine for only 45 minutes to 1 hour. 

The small intestine receives the chyme 

from the stomach (particles of 2 mm on 

average). These will be broken down into 

nutrients, mainly in the duodenum and 

then assimilated in the jejunum and ileum 

in the form of proteins (amino acids), 

lipids (fatty acids and monoglycerides), 

carbohydrates, minerals and vitamins 

by the body. The process ends up in the 

colon with a large bowel transit time 

ranging from 7 to 40 hours. 

Please note that dogs with the lowest 

body weight appeared to have longer 

gastric and small intestinal transit times 

than did large and giant-breed dogs 

(Carol Boillat, et al. 2010). 

Assimilation in the dog's small 

intestine 

The assimilation of nutrients by the body 

takes place within the small intestine: 

The digestion of proteins, initiated in the 

stomach by the action of pepsin enzymes, 

continues in the intestine thanks to the 

further action of pancreatic and small 

intestinal brush border enzymes. 

The digestion of lipids is done by the 

combined action of bile salts (from the 

liver) and pancreatic enzymes. 

The digestion of carbohydrates is done 

by the action of pancreatic amylase. 

Compared to humans, dogs are not nearly 

as skilled at breaking down carbohydrates, 

because their bodies produce only small 

amounts of amylase. 

Vitamins are also assimilated through 

enzymes in the intestinal walls. 

Dr. Virgil Meallet emphasizes “that 

depending on the breed of dog, the 

individual and his needs, meals and 

therefore digestion will not happen in 

the same way! You need to know your 

dog well to understand his unique dietary 

needs”. 

Digestibility is a function of 

several factors 

• the integrity of the digestive tract: it 

is always necessary to check that no 

pathology of the digestive system 

exists (ulcer, irritation, parasites, etc.). 

• the influence of the amount of food 

ingested: it is up to the owner to 

respect the doses to be administered 

according to the weight and 

physiological stage of his dog. 

©Photos: Olmix 

• individual factors and other factors 

related to the breed. Let us examine 

two case studies as examples: 

Case study 1: Brachycephalic 

dog breeds 

These include French bulldogs that have 

been identified as having feces with a 

stronger odor and higher frequency 

of flatulence. Their typical anatomical 

characteristics result in aerophagia, 

10 


Ingredients 

predisposing to increased gas 

production. This gas production is 

associated with a higher presence of 

non-assimilated substrates, resulting 

in flatulence and foul-smelling feces 

(Roudebush P). Hence, you must know 

the specificities of your dog species. 

Case study 2: The breed of the 

dog impacts carbohydrate 

digestion 

High amylase activity in dogs is 

associated with a drastic increase in 

copy numbers of the gene coding for 

pancreatic amylase, AMY2B, that likely 

allowed dogs to thrive on a relatively 

starch-rich diet during early dog 

domestication. Although most dogs 

digest starch more efficiently than do 

wolves, AMY2B copy numbers vary 

widely within the dog population. In 

humans, copy numbers of the gene 

coding for salivary amylase, AMY1, 

correlate with both salivary amylase 

levels and enzyme activity. The research 

explains how amylase activity is 

associated with AMY2B copy numbers 

in dogs. This has implications for dog 

domestication, diet, and diabetes. 

The investigation of the relationship 

between AMY2B copy numbers and 

serum amylase activity in dogs shows 

that amylase activity correlates with 

AMY2B copy numbers (Maja Arendt). 

The authors then describe how AMY2B 

copy numbers vary in individuals from 

20 dog breeds and find strong breeddependent 

patterns, indicating that the 

ability to digest starch varies both at the 

breed and individual level. 

Non-digestible elements 

Although digestion and absorption 

of proteins in the small intestine 

are efficient processes, substantial 

amounts of undigested proteins are 

directed to the large intestine, where 

the microbial fermentation of these 

components results in the production 

of various putrefaction compounds, 

such as ammonia, phenols, indoles, 

SCFA, branched-chain fatty acids, gases 

(H 2 

, CO 2 

and methane), biogenic amines 

(putrescine, cadaverine, histamine, 

phenylethylamine) and lactate. 

Clostridium perfringens, and decreases 

the faecal counts of other beneficial 

bacteria, resulting in imbalance in the 

intestinal microbiota and consequent 

increase in excretion of enterotoxins and 

other metabolic products related to the 

increase of the protein decomposition 

in the colon. 

How to prevent gas and poor 

feces score in your dog? 

To avoid these inconveniences, it is best 

to add finely crushed starches treated 

by heat to facilitate digestion, favor 

digestible and high quality proteins and 

limit the seeds of legumes as too much 

will tend to ferment more easily. 

As a general rule: 

Avoid sudden changes in diet which 

prevent adaptations of digestive 

physiology (mainly enzymatic secretions) 

and lead to inflammation of the 

digestive system, diarrhea, flatulence, 

apathy or even decreased immune 

defenses or allergies. It is recommended 

for any change in diet, to respect a 

dietary transition of at least 4 to 5 days. 

Avoid food overloads which overwhelm 

the enzymatic faculties of the dog's 

small intestine and tend to accelerate 

digestive transit. In animals requiring a 

high level of food, for example in young, 

nursing or working dogs, it is therefore 

often recommended to divide the daily 

intake into 2 or even 3 meals and to give 

easily digestible food. 

Avoid incomplete source of protein 

(in amino acids) that are difficult to 

assimilate, or which escape absorption 

Some of these compounds influence 

faecal odor and can be toxic if produced 

in high (Nery J, et al. 2012)). Moreover, 

undigested proteins favor the growth 

of undesirable bacteria, such as 


11

Ingredients 

diet and diabetes.“ Animal Genetics 

(2014): 716-22. 

Meallet, Virgil. "Algal Polysaccharides 

to improve gut health.“ Petfood Forum 

Events. Shanghai: Watt Global Media, 

2019. 

Nery J, Goudez R, Biourge V, et al. 

"Influence of dietary protein content and 

source on colonic fermentative activity in 

dogs differing in body size and digestive 

tolerance. J Anim Sci 90, 2570–2580.“ J 

Anim Sci (2012): 2570-2580. 

Olmix. Algal and clay tested to improve 

pig's ileal digestibility. 2016. . 

in the small intestine and lead to 

putrefaction in the large intestine. 

Examples include some legumes, nuts, 

seeds, whole grains and vegetables. 

Avoid anti-digestive factors, for 

example soybeans or even beans. Wellcontrolled 

cooking destroys these antienzymes 

without altering the proteins. 

How to support the digestive 

system of your dog? 

There are two marine seaweed extract 

products typically used by nutritionists 

in Europe, Asia and the Americas to 

protect a production animal’s gut 

microbiome and optimize digestibility. 

playing a key role. MFeed+® is a hybrid 

molecule (seaweed extracts grafted 

into exfoliated clay layers) with unique 

structural properties: stabilizing 

enzymes, promoting contact between 

food substrate and enzymes, while 

providing the cofactors (metallic ions) 

necessary to catalyze the enzymatic 

hydrolysis of food into nutrients. 

Improving ileal digestibility, reducing 

undigested feed passage and nitrogen 

excretion leads to healthier gut and 

better feces quality (Olmix). 

Dosage is 1-2 kg per ton depending on 

the food formula and targeted category 

of pets. 

Roudebush P, Davenport DJ, Remillard 

RL. „Flatulence.“ In Small Animal Nutrition 

5th Ed. (2010). 

Sarez, Maria Garcia. Algae: A tool for 

antibiotic reduction. July 2019. . 

Wall, Tim. Gut health tops pet owner 

discussions on social media. 14. 

September 2021. . 

ALGIMUN® for strengthened 

gut defenses 

Based on the association of 

two biologically active sulfated 

polysaccharides extracted from marine 

algae, it is formulated to improve the 

integrity of the intestinal wall for higher 

resistance to pathogenic aggressions 

and modulates the production of several 

immune mediators to strengthen both 

innate and adaptive immune responses 

(Sarez). 

Dosage is 1-3 kg per ton depending 

on the age and application of the pet 

food to ensure better gut integrity and 

immune response. 

MFEED+® supporting 

digestive efficiency 

The welfare of your pet depends on 

an optimal digestive process, with the 

effectiveness of endogenous enzymes 

Pet owners prioritize their pet’s gut 

health at the top of the list for deciding 

which petfood to purchase. We can 

provide advice and assistance on how 

to best formulate to position your pet 

products to deliver on gut health. 


References 

A.E. Jergens, K.w. Simpson. "Inflammatory 

bowel disease in veterinary medicine.“ 

Frontiers in Bioscience (2012): 1404-1419. 

Carol Boillat, Frédéric Gaschen, Giselle 

Hosgood. "Assessment of the relationship 

between body weight and gastrointestinal 

transit times measured by use of a wireless 

motility capsule system in dogs.“ Am J Vet 

Res (2010): 898-902. 

Maja Arendt, Tove Fall, Kerstin Lindblad- 

Toh, Erik Axelsson. "Amylase activity is 

associated with AMY2B copy numbers in 

dog: implications for dog domestication, 


www.olmix.com 

t.jacobs@greenbluehealth.com 

vmeallet@olmix.com 

12 


Ingredients 

CBD Oil for Animal Health and 

Well-Being 

By Sabine Straka 

Multiple benefits and 

applications 

CBD oil acts in very different ways. It can 

influence the metabolism of cells and up 

and down their activities. CBD ensures the 

balance of all functions in the body, which 

can be disturbed especially in diseases 

of old age as well as in anxiety or in 

stressful situations. CBD oil is a powerful 

antioxidant and has positive effects on 

chronic inflammation in the body. It 

supports the immune system and can 

also be used for autoimmune diseases, 

as well as skin problems and as a natural 

alternative for pain relief or nervous 

disorders. In epilepsy, CBD oil can reduce 

the frequency and intensity of seizures 

in animals. It can also be used for mental 

problems and depression. 

Hemp is an ancient as well as natural 

medicinal plant and one of 50 basic 

herbs in Traditional Chinese Medicine. 

For some time now, CBD oil in particular 

has enjoyed increasing acceptance as a 

healing agent. It fits well with the growing 

trend towards wellness and a natural 

lifestyle. The positive effects of CBD oil on 

the human body are clearly now. However, 

not only humans but also many animals 

can benefit from it. CBD is often processed 

together with other healthy and natural 

ingredients, such as vitamins, to create 

various high-quality products without 

artificial additives or preservatives. In 

veterinary medicine, cannabidiol is also 

increasingly used successfully as a dietary 

supplement. Most often CBD is used in 

dogs, cats and horses. It has many positive 

effects for health, it relieves age-related 

symptoms, helps with loss of appetite, 

has anti-inflammatory, analgesic and 

antispasmodic effects. Therefore, more 

and more pet owners are interested in 

CBD oil, which can also positively affect 

the well-being, quality of life and vitality 

of an animal. 

What is CBD and how does it 

work in the body? 

Cannabidiol (CBD) is a cannabinoid 

extracted from the flowers and leaves of 

the commercial hemp plant "Cannabis 

sativa". Cannabinoids are endogenous 

messenger substances, that's why 

CBD oil in pure or processed form is 

usually very digestible for an animal. 

It should not be confused with THC 

(tetrahydrocannabinol), the ingredient 

found in hashish or marijuana. CBD oil 

is not addictive and has no intoxicating 

effect, because the THC in it is only a 

maximum of 0.2 %. Cannabidiol contains 

not only the full plant spectrum of 

cannabinoids, but also minerals such 

as magnesium, calcium, iron, zinc, 

phosphorus and potassium, vitamins A, 

B1, B2, B6, D and E and fiber, amino acids 

as well as valuable omega-3 and omega-6 

fatty acids. CBD oil is pure and natural, 

it has no typical cannabis smell and no 

negative impact on the taste of a CBDcontaining 

product. CBD oil is therefore 

absolutely safe and can improve the 

health of an animal in many ways. 

Reduce inflammation 

CBD oil has an antibacterial effect. 

Omega-3 and other unsaturated 

fatty acids can positively influence 

inflammation. Due to its balance of 

omega-3 and omega-6 fatty acids, CBD 

oil can regulate inflammation. Omega-6 

promotes inflammation, while omega-3 

does just the opposite. It is precisely 

this balance that is important for an 

appropriate and healthy inflammatory 

response in the body. CBD oil can help 

regulate this. Due to its anti-inflammatory 

properties, CBD oil can also be used in 

chronic inflammatory bowel diseases. The 

anti-inflammatory effects of CBD oil can 

also help to reduce joint inflammation 

from osteoarthritis and the severity of 

pain, providing better mobility. Muscle 

complaints can also be successfully 

treated with CBD oil. Experiments in 

animals also suggest that the cannabinoid 

may slow the growth of tumor cells in 

certain cancers and alleviate the side 

effects of chemotherapy. 

Healthy skin and shiny coat 

Omega-3 and omega-6 fatty acids also 

have a positive effect on a dog's skin 

and coat. The favorable ratio of omega-3 

and omega-6 helps maintain the 

hormonal balance which is necessary for 

14 


Ingredients 

healthy skin and a shiny coat. Less skin 

inflammation occurs. Thus, CBD oil helps 

with inflammatory skin diseases and 

chronic skin problems, such as constant 

itching, and supports wound healing. 

Weight control and heart health 

Omega-3 fatty acids in CBD oil, also called 

gamma-linolenic acid, can increase a 

dog's energy level, making it more active 

and thus preventing obesity. Omega-3 

also helps the metabolism to run at full 

speed and burn more fat. Thus, omega-3 

can also regulate an animal's weight and 

improve heart health. 

Body and mind 

CBD oil is not only effective for physical 

diseases. It also promotes mental balance 

in stress and nervousness. CBD oil has 

a calming, antispasmodic and relaxing 

effect, it can relieve anxiety, restlessness 

and tension. Cannabinol has only a very 

mild psychoactive effect for the relief 

of acute states of anxiety and panic, e.g. 

during New Year's Eve fireworks. CBD oil is 

also effective for nausea, such as during a 

car ride. It promotes the joy of movement. 

Thus, it is helpful for maintaining an 

animal's activity and vitality, for a balanced 

state of mind as well as for improving the 

general well-being. 

Which side effects of CBD are 

possible? 

CBD oil is usually well tolerated in its pure 

form and has no side effects when used in 

appropriate doses. In case of accidental 

overdoses, they are usually harmless. 

Possible side effects may include: Loss of 

appetite, dry mouth, low blood pressure, 

drowsiness, or diarrhea. If medications 

are also taken, CBD can strengthen or 

weaken the effect of a drug under certain 

circumstances, and in some cases it can 

also lead to interactions. 

What should be considered 

when using CBD oil? 

It is important to choose the appropriate 

CBD oil and the right quality. A good hemp 

oil should have a natural CBD content. It 

should have been made from the whole 

plant, not only from CBD isolates, and 

thus contain all plant components in 

their natural balance. The CBD oil should 

contain the full spectrum of cannabinoids 

of the hemp plant. For dogs and cats, 

a CBD oil without terpenes should be 

used. For a dog, for example, hemp oils 

with a low concentration with up to 4 % 

cannabidiol are suitable. 

Dosing and dosage forms 

CBC can be given as oil, but also as tablets, 

capsules or powder, and as a natural feed 

supplement in the form of treats, such as 

hemp snacks. In external applications for 

the treatment of skin diseases, CBD oil 

can also be applied to the skin. CBD oils 

are available in different concentrations 

and can be individually dosed as drops. 

The use of CBD oils should be started 

with the lowest possible dose of 0.5 mg 

and, if the cannabidoid is well tolerated, 

slowly increased to approximately 1 mg 

of CBD per kilogram of body weight per 

day, divided into three doses daily. 

Accordingly, a dog weighing 12 kilos 

would get about 6 – 12 drops of CBD per 

day. An application period of at least 4 

weeks is recommended. If it has a positive 

effect, CBD can also be given in the long 

term to rebalance a dog's body and 

psyche and to strengthen the immune 

system permanently. Even an accidental 

overdose has no serious side effects. In 

any case, however, the information of 

the respective manufacturer should be 

observed. 

The oil can be dripped directly into the 

animal's mouth. In liquid form, the active 

ingredients can pass directly through the 

mucous membranes into the bloodstream. 

It is best not to administer CBD oil with 

food, but about 2 hours before meals. 

Depending on the animal's reaction to 

the taste of CBD oil, it can also be hidden 

in a small amount of food. In this case, the 

oil should be given with a small amount 

of food on an empty stomach, followed by 

the main meal 2 hours later. 

CBD oils are versatile in use. Appropriately 

dosed, animals can also benefit from the 

positive properties of CBD oils. In any 

case, it is recommended to consult with a 

veterinarian. Meanwhile, there are many 

different hemp products specifically 

for animals and numerous suppliers. 

Depending on the manufacturer, the 

ingredients as well as the CBD content of 

the respective oil can vary. 


The Author 

Sabine Straka is a part of the Editorial 

Team of Petfood PRO at Dr. Harnisch 

Publications in Nuremberg, Germany 


www.petfoodpro-mag.com 


15

Ingredients 

Premium Pet Food Requires 

High-Quality Ingredients 

Long gone are the days when pets hovered 

expectantly at the dinner table, hoping 

to be tossed a few scraps. That’s because 

nowadays, loving owners are ready, willing 

and able to splash out on premium pet 

foods. As a result, the market for domestic 

animal nutrition is incredibly dynamic, 

offering huge potential and continuing to 

show year-on-year growth. According to the 

European Pet Food Industry, the average 

annual growth rate over the past three 

years was slightly below three per cent 1 . The 

global pet food market is expected to reach 

$90.32 billion in 2025 at a CAGR of 5% 2 . 

A company that uses its technologies and 

expertise from the food ingredients cosmos 

and transfers it to the pet food world is 

GELITA. A well-known manufacturer of 

gelatin and collagen peptides, the company 

also produces high-quality ingredients that 

offer customers numerous opportunities in 

the production of pet food. For example, 

proteins can be used to improve the texture 

and, therefore, the taste experience, but 

also the digestibility of pet food. Fats, 

meanwhile, serve as a source of energy 

and collagen peptides bring added health 

benefits. 

“We offer innovative ingredients for the 

rapidly growing pet food market,” says 

Herman Sloot, Global VP Fats Proteins 

Minerals at GELITA. “The pet food industry’s 

requirements are the same as those for 

human nutrition. Pet-owners view their 

animals as members of the family. As a 

result, they’re paying more and more 

attention to the importance of a balanced 

diet for their pet, and looking for products 

that they know their cat or dog will enjoy.” 

The fats, proteins and minerals produced 

by GELITA are characterized by their high 

quality. The raw materials – by-products 

of gelatin and collagen production – are 

chopped, dissolved, purified and filtered 

in complex processes. As a result, they 

are available in an extremely pure form, 

and in line with the high purity standards 

required for foodstuffs. GELITA individually 

customizes the ingredients in terms of 

composition, form and quality, according 

to the requirements of the end product 

and the production process. 

Essential nutrients for pets 

Manufacturers looking to improve the 

nutritional profile of their pet foods will 

find a range of suitable ingredients within 

GELITA’s portfolio. GELIFAT® is a high-grade 

animal fat from mono-species of bovine or 

porcine origin. It is low in free fatty acids, 

has a high purity and can be stabilized with 

antioxidants in dry, semi-moist and wet 

applications. 

GELIMIN® is an organic calcium and 

phosphorous source for dry applications 

with an ideal calcium/phosphorous ratio 

of 1.3:1.0. It is 100% animal origin, low in 

heavy metals and available in fine powder 

or granulated form. And finally, for dry and 

semi-moist pet food there is GELIPRO® 

DIGEST – a highly digestible protein 

which is available as pure bovine or pure 

porcine protein. It is low in heavy metals 

and available with variable crude protein 

content. 

Feeding mobility 

Besides enhancing the nutritional profile, 

GELITA’s ingredients also add a health 

dimension to pet food. Osteoarthritis (OA) is 

a degenerative joint disease characterised 

by the progressive destruction of normal 

articular cartilage and subchondral bone, 

and typically causes pain and limited 

16 


Ingredients 

mobility. Given that joint complaints are 

not a human-only issue, and that many pet 

owners will do everything they can to help 

their four-legged companions stay mobile 

and healthy, GELITA has developed an 

innovative ingredient for the regeneration 

of joint cartilage in animals. The specially 

optimized Bioactive Collagen Peptides 

(BCP®) in PETAGILE® promote joint cartilage 

metabolism, thus helping counteract 

the wear on joints caused by ageing and 

excess load. Oral supplementation with 

PETAGILE® can also contribute to the 

maintenance of joint health, keeping pets 

mobile for longer. 

The effects of PETAGILE® have been 

studied in several preclinical and clinical 

trials. Taken orally, it is partially absorbed as 

intact peptides. These Bioactive Collagen 

Peptides stimulate the cartilage cells 

(chondrocytes) to increase the production 

of new cartilage matrix (collagen and 

proteoglycans), which acts as a buffer 

between bones. 

Technical functionality 

Ingredients with specific technological 

functionality help manufacturers to 

facilitate pet food production processes, 

while safeguarding the desired texture 

and look of the end product. For example, 

GELIPRO® BIND has water-binding and 

emulsifying properties, assisting in the 

creation of stable and appealing textures 

in dry and wet applications. The functional 

protein is an edible collagen of pure 

porcine origin. It allows for the formation 

of thermo-reversible gels and acts as a 

kind of natural glue, binding the different 

components of the pet food matrix 

together. It also enhances kibble stability 

and stabilizes extrusion processes. 

GELITA® FLEX is another solution for 

enhanced process stability in pet food 

manufacture. These highly digestible 

pure bovine or pure porcine proteins also 

have excellent binding and emulsifying 

properties. Available as a powder or 

concentrated wet solution, GELITA® Flex 

supports kibble hardness and improves 

durability. The proteins are cold water 

soluble, have been shown to improve 

palatability in various dry and liquid pet 

food applications, and are also highly 

suitable for use in extrusion processes. 

For semi-moist and wet applications, 

GELITA® GELATIN is the gelling agent, 

stabilizer, binder, emulsifier and texturizer 

of choice. These high-quality collagen 

proteins facilitate extrusion processes 

and enhance kibble stability. Available 

as pure bovine or pure porcine protein, 

GELITA® GELATIN is ideal for clean label 

formulations too. 

“We provide the same comprehensive and 

valued service for our pet food ingredients 

customers throughout the world, as we do 

for those using our gelatin and collagen 

products for human nutrition,” concludes 

Herman Sloot. “This includes reliable 

delivery, comprehensive support during 

product development, and assistance with 

regulatory affairs and marketing. This total 

added-value service helps our customers 

to penetrate new markets and gives them 

a competitive edge.” 


References 

1 Source: https://www.fediaf.org/images/ 

FEDIAF_Facts_and_Figures_2020.pdf 

2 Source: Research and Markets, Pet Food 

Global Market Report 2021: COVID-19 

Impact and Recovery to 2030 


www.gelita.com 


17

Ingredients 

Lockdown’s Peanut Butter 

Pet Frenzy! 

How the market for peanut butter for dogs is evolving 

customers. Our new peanut butter line is 

now fully operational and is busy bringing 

smooth and crunchy peanut butter to 

both humans and hounds, always made 

with only natural ingredients.” 

One of Petrow Food Group’s customers, 

UK-based Paw Originals, has also recently 

launched the first-ever almond butter for 

dogs, alongside the successful launch of 

peanut butter last year. Its owner, Carla 

Jane, created the company after noticing 

the poor quality of peanut butter being 

sold specifically for dogs. 

The COVID-19 pandemic, specifically 

the lockdown, brought many changes 

to many markets, and in the pet food 

industry we have seen significant shifts 

in behavior around pet food choices. As 

more of us worldwide became proud 

pet owners in the last two years, so too 

did more of us share our love for peanut 

butter and protein-rich nut butter with 

our pups. 

The market for peanut butter treats 

for dogs has increased dramatically – 

and many believe that the trend is driving 

the demand for healthier options in the 

pet food supply and treat sectors. 

UK-based specialist ingredients supplier 

and manufacturer Petrow Food Group 

launched its 100% natural peanut butter 

line in October 2020. Within 12 months, 

Petrow has seen this market become 

one of the hot sectors across its UK and 

European markets. 

The peanut butter line is operational at 

Petrow Food Group’s Perivale plant in 

North London, filling smooth and crunchy 

peanut butter into both glass and plastic 

jars and larger tub formats. Tree nut 

butters including almond, cashew and 

pistachio are produced at Petrow Food 

Group's main site in Cambridgeshire, 

which is a peanut-free factory. 

“We have seen the demand for more 

natural, healthy and organic doggie 

treats grow hugely, with interest from 

independents and entrepreneurial 

setups. More recently, we have had 

enquiries from big brand players who 

are investing in the sector,” says Simon 

Furniss, Commercial Manager for 

Petrow Food Group. “It is a great way to 

administer medication as peanut butter 

tastes so good to dogs, so they can’t 

detect that hidden pill! It also works as 

a great distraction during washing and 

grooming, and of course a tool to help 

with dog training.” 

“At Petrow Food Group, we are continuing 

to see this trend dramatically spreading 

across our UK and European-wide 

“Most peanut butters for dogs contain 

ingredients that are harmful to pets. We 

wanted to produce a healthier product 

and so started looking for a manufacturer 

to help us," explains Carla. “Petrow Food 

Group approached us with an offer 

to produce a peanut butter with no 

ingredients added that are harmful to 

dogs. We asked Petrow to keep it simple, 

and they formulated a product for us that 

is the best quality for dogs – 100% natural 

with no palm oils. Paw Originals peanut 

butter is just pure nuts, pasted. Nothing 

else. The only oil present is from the nuts 

themselves. 

“Because it is a pure peanut butter, it is 

runny and sticky – just how dogs and 

their owners like it – perfect for licky mats 

and dog toys.” 

The Paw Originals 100% Natural Peanut 

Butter, manufactured and filled by 

Petrow Food Group in North London, was 

launched in early 2020 on Amazon and 

in pet stores in the UK in 350gm jars and 

one-kilo tubs. The peanut butter is free 

from Xylitol, salts, sugars and solidifiers, 

as well as vegetable oils. 

“Our peanut butter for dogs is already 

a best seller on Amazon, driven by the 

current demand for healthier dog food 

and more recently for raw dog food,” 

explains Carla. “The rise in dog treats 

has been dramatic with a lot more dog 

owners and an increase in spending for 

18 


Ingredients 

“We ensure that our products are full of 

nutrients without adding unnecessary 

chemicals, oils, sugar and salt – our 

products are truly 100% natural,” adds 

Carla. 

Paw Originals is continuing its partnership 

with Petrow Food Group and is 

planning to expand its portfolio with 

a peanut butter and turmeric product. 

The company has plans to launch more 

variants with added supplements for 

canine health. 

Natural. 

Pure. 

Delicious. 

pampering pets. But dogs are sensitive 

and react badly to harmful chemicals 

found in countless pet products. So, 

we want to ensure that pets are given 

the most natural, nutritional and safest 

products available. 

“Our partnership with Petrow Food Group 

has enabled us to expand our range of 

all-natural products. Thanks to Petrow’s 

separate nut butter factory in Cambridge 

and its NPD specialist support, we have 

also recently launched the first-ever 

Almond Butter for dogs,” adds Carla. 

High in vitamins and minerals and iron to 

support canine health, the 350gm jars of 

100% Pure Almond Butter for dogs went 

on sale in October 2021. 

Both peanut butter and almond nut 

butter from Petrow Food Group is 

available in 350g glass and plastic jars, 

and one-liter tubs, with more formats 

planned for branded and own-label 

products. The peanut butter is 100% 

natural, with no additives and no palm 

oil. Customization is available through 

Petrow's New Product Development 

team to add extra nutrients and flavors 

for specific consumer markets, including 

both two and four-legged beings. 

A leading supplier of specialist 

ingredients, Petrow Food Group supplies 

a wide range of dried fruits, processed 

nuts, coconut, and dates, plus peanut 

and nut butters to various independent 

and multi-national food manufacturers. 

These include key customers in the 

chocolate and confectionery industry, 

global blue-chip food manufacturers, 

wholesalers and foodservice businesses. 

Petrow Food Group increasingly also 

supplies nut butter brands and private 

label customers alongside manufacturers 

of breakfast cereals and bars, ice cream, 

sauces, snack foods and ready meals. 


| Various taste profiles 

| Palatability enhancer 

| Strong umami notes 

| Natural colouring 

INTERESTED IN 

SECRETS BEHIND? 

LEIBER-PET.DE 


www.paworiginals.co.uk 

www.petrowfoodgroup.com 


19

Marketing 

Learning from Turtles 

At a time when the hectic of everyday 

office life dominates our lives, there are 

always opportunities to escape from it. 

Some companies allow their employees 

to bring their dogs into the office. Nestlé, 

for example, has a whole dog nursery. Dr. 

Harnisch Publications, which publishes 

this magazine you are reading, has been 

housing reptiles for several years. These 

are turtles of the genus “Emys Orbicularis”, 

the European pond turtle. The employees 

take a great interest in the development 

and well-being of the little animals. 

©Photos: Sabrina Maasberg 

The next generation 

A pond turtle is a skilled diver. It reacts 

as quick as lightning and knows how to 

hide. Unfortunately, these special animals 

are threatened with extinction. For over 

150 years, the family of our publishing 

colleague and editor-in-chief of the 

trade magazine fng, Philipp Hirt-Reger, 

has been dedicated to the breeding of 

pond turtles. With the two young turtles 

Napoleon and Josephine, the offspring 

of the year 2021, the second generation 

is currently growing up in our offices of 

Dr. Harnisch Publications, Nuremberg, 

Germany. Their parents, Monique and 

Ferdinand, now seven years old, were 

recently resettled in an open area at a 

food manufacturer in northern Germany. 

There they move completely freely in the 

grass, gravel and in a large pond on the 

premises, where they can be seen every 

few days to the delight of the company's 

With Napoleon (left) & Josephine, the second generation of European pond turtles is 

growing up in the premises of Dr. Harnisch Publications 

employees. The two young animals also 

feel very comfortable in their biotope with 

us and grow daily. Their aquaterrarium 

is the "base" in the publishing house 

and ensures the well-being of the entire 

staff. Every employee has taken the two 

turtles to heart and visits them regularly. 

We talked to expert Philipp Hirt-Reger 

about the breeding and nutrition of these 

special animals. The pictures of the turtles 

in this article were taken by our colleague 

and Team Member, Sabrina Maasberg. 

What species of turtle are we 

talking about exactly? 

Hirt-Reger: The European pond turtle 

"Emys Orbicularis" is the only species 

of turtle native to Europe and the only 

turtle found in the wild in Germany. It 

lives in still or slow-moving waters, in the 

shore area of large lakes and wetlands. 

An adult pond turtle has few predators. 

The only real enemy is the raccoon. 

Even in the Middle Ages, the European 

pond turtle was very common, until the 

Catholic Church allowed it to be eaten 

as a fasting food, almost causing their 

extinction. Stocks were discovered in the 

east of Germany. In Germany, the species 

is considered to be threatened with 

extinction. Their habitats are endangered 

mainly by human intervention, by urban 

sprawl of the landscape or the destruction 

of aquatic biotopes. Efforts are now being 

made to reintroduce pond turtles to 

Austria, Switzerland and Germany. In the 

80's, my family released a large amount of 

pond turtles in Bavaria. 

What conditions are necessary 

for their breeding? 

Since the pond turtle is native to Europe, 

it also finds good climatic conditions in 

Germany. It requires continental climate 

and feels also comfortable at room 

temperature. If they are kept indoors, they 

20 


Marketing 

need an aquaterrarium, which consists of 

water and land parts and should be at 

least 100 x 50 cm for one to three pond 

turtles. It should be set up so that the 

animals have something to inspect and 

can hide in the water. Ideally, however, 

they should be kept in an outdoor tank 

in a garden pond, where they can spend 

the winter in the water at temperatures 

of 2 to 3° C. Ponds of zoos also provide 

suitable conditions, where the turtles 

are usually kept together with ducks and 

other animals. Islands for sunbathing 

are also ideal. Pond turtles can live from 

50 to 90 years. After 5 to 6 years, the 

females are sexually mature. In the wild, 

the female turtle seeks a dry, warm, sandy 

place to lay eggs 50 to 100 meters from 

her normal location so as not to alert the 

surrounding environment to her egg 

laying. Unfortunately, more and more 

egg-laying sites are being destroyed 

by the intensification of agriculture as 

well as by increasing industrialization in 

rural areas. Monique, our female pond 

turtle, laid eggs once or twice a year. The 

fertilized eggs were incubated in the 

incubator for about two months. After 

about 50 days the little pond turtles 

hatch. 

Monique (right) & Ferdinand, the first generation of European pond turtles at Dr. Harnisch Publications 

Proteins 

Antioxidants 

Insect protein 

Hydrocolloids 

Always a better solution 


Barentz Animal Nutrition is a global distributor of technical 

ingredients and additives for the feed and pet food industry. We 

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www.barentz.com/animal-nutrition 

21

Marketing 

What do the pond turtles like 

to eat? 

European pond turtles are 80% carnivores 

and 20% herbivores. They eat 

almost any small animal that occurs 

in nature and is in the water, such as 

small fish, crabs and more. Rainworms 

and mealworms are also on the menu. 

Aquatic turtles eat exclusively in the 

water, because only there they can 

swallow. A protein-rich diet is important, 

e.g. dried crayfish, small fish or heart 

pieces. As a vegetable food they like to 

eat waterweed or duckweed. 

What do you feed the little 

turtles so that they grow big 

and strong? 

Young pond turtles need lime in the 

form of shell lime for shell formation and 

against rickets. They like to eat annelids 

and other small animals, e.g. snails or 

insect larvae, as they occur in a healthy 

pond. Pieces of fish are also favorable for 

their development. Later, around the age 

of 8 months, the battle for earthworms 

begins, which are pulled back and forth 

with both mouths like a rope. 

What should be fed in certain 

intervals? 

Important for a healthy shell is special 

lime material, which is sprinkled in the 

food. Turtles also independently search 

for shell limestone from cuttlefish shells, 

which should always be offered in the 

water. In order for the lime to be utilized 

by the turtles, natural or artificial UV 

radiation is necessary for the body's own 

vitamin D formation. In the aquaterrarium, 

this is done with an appropriate lamp. 

Cuttlefish shells provide the turtles with 

iodine as well as various minerals, such 

as magnesium, zinc or calcium. Vitamin 

drops should also be added. 

What can be used to prevent 

diseases? 

The best way to prevent diseases is a 

good and balanced diet which is rich in 

vitamins. Also with cuttlebone you can 

well prevent various diseases caused 

by calcium deficiency. All turtles like to 

Philipp Hirt-Reger, expert for the breeding 

of European pond turtles 

sunbathe. Therefore, UV light is necessary, 

which is available in specialized stores. In 

addition, the animals should in any case 

not get drafts. 

What is so special about these 

animals? What can turtles teach 

us? 

A turtle is always very single-minded and 

persistent in pursuing its goals. If it has set 

its mind on something, it will do it under 

any circumstances. This we can observe, 

for example, in the way a tortoise crosses 

a road: slowly and consistently it follows 

its way. Turtles are more affectionate to 

their environment than many believe. 

When we give them our attention, they 

give us their attention. This is also a 

good concept amongst colleagues. If 

you spend a lot of time with the turtles, 

gain their trust and even "talk" to them, 

the individual character for each turtle 

becomes visible. Each of them perceives 

us differently and approaches us. And this 

approach to one another is balm for our 

souls, because these are happy moments 

that give us strength for everyday office 

life. 


Philipp Hirt-Reger talked with Sabine 

Straka, part of the Editorial Team of 

Petfood PRO at Dr. Harnisch Publications 

in Nuremberg, Germany 


www.petfoodpro-mag.com 

22 


Marketing 

New at Fressnapf: Dr. Jens Pippig 

Strengthens the Ecosystem for 

Animal Lovers 

Dr. Jens Pippig will continue to drive the 

ecosystem forward as a new member of the 

Fressnapf management team 

From the end of 2021, Dr. Jens Pippig 

will support the management team at 

Fressnapf as Senior Vice President. In this 

newly created position, he will implement 

all services of the ecosystem in Europe in 

order to offer a comprehensive range of 

services for all pet owners. This portfolio 

includes Activet veterinary practices, the 

online veterinarian "Dr. Fressnapf," pet 

tech services such as GPS trackers, and 

the brokerage of pet insurance, services 

and travel offers for pets. Whether online, 

mobile or in the store on site - a unique 

ecosystem is to be created around the 

clock on all available customer channels to 

connect products, services as well as pet 

owners and their animals and to become 

the number one contact for all questions 

concerning pet care. 

Pippig is regarded as an experienced leader 

with good contacts in the world of startups 

and with many years of experience 

in founding and building new business 

models. Previously, Dr. Pippig spent eight 

years at ProSiebenSat.1, including as CEO 

of SevenVentures and as founder of the 

ProSiebenSat.1 Accelerator, and before that 

another eight years at McKinsey & Company. 

Already during his studies he founded the 

company "Potentialpark", a company for 

market research and employer branding. 

"Jens is a great asset to Fressnapf and our 

ecosystem for pet lovers," says Torsten 

Toeller, Fressnapf founder and owner. "He 

will help us set up elemental areas for the 

future to bring all facets of our ecosystem to 

life for customers in Europe." 

The Ecosystem Services unit will bundle the 

existing services in the future. In addition, 

Fressnapf is not only aiming to establish 

its own start-ups and venture investments, 

but also to cooperate with innovative 

start-ups in the pet industry. Many new 

employees and interesting ideas are sought 

for the ecosystem that is currently being 

established. In addition to own start-ups 

and venture investments, cooperations 

with innovative start-ups in the pet industry 

are also planned. 

The Fressnapf group is the European market 

leader for pet supplies. In 1990, the first 

Fressnapf store was opened by founder 

and company owner Torsten Toeller in 

Erkelenz, Germany. Today, the group has 

around 1,800 Fressnapf and Maxi Zoo 

stores in eleven European countries and 

almost 15,000 employees. The majority of 

the stores are operated under a franchise 

system. The range includes 16 brands 

available exclusively at Fressnapf l Maxi Zoo. 

Last year, the company celebrated its 30th 

anniversary. Under the slogan "Happier Pets. 

Happier People." Fressnapf offers a selection 

of more than 10,000 pet supplies, as well as 

expert advice and services on all aspects of 

pets and pet care. The Fressnapf group also 

supports various animal welfare projects 

and is committed to species-appropriate 

animal husbandry in the initiative "Animal 

Engaged". 



www.fressnapf.com 



4/21 

Come and see for yourself: 

www.harnisch.com 


Processing: Goodbye Salmone la, Quick and Gentle Mixing, Healthy Kibbles 

Packaging: Recyclable Packaging and Bags, Labe ling, Shipment of Healthy Petfood 


Perfectly positioned. 


The international specialist magazines from Dr. Harnisch Publications 

23

Marketing 

ADM Unveils Nutrition Lab in 

Switzerland to Expand Research 

and Development Activities 

A global leader in nutrition and 

agricultural origination and processing, 

announced today the opening of its 

new animal nutrition laboratory located 

in Rolle, Switzerland, at the heart of the 

Swiss Food & Nutrition Valley. The new lab 

will support the development of sciencebased 

feed additives to meet customer 

needs for petfood, aquaculture and 

livestock species worldwide. 

Sustainability, health through nutrition 

and production efficiency, the core of 

ADM’s global Animal Nutrition research 

strategy, will be supported by the new 

lab. The team of scientists will accelerate 

the development of innovative products 

to address some of the main challenges of 

animal production with sustainability at 

the forefront. For example, scientists will 

develop precise methods to characterize 

molecules and its modes of action, as well 

as to support product stability studies and 

traceability in feed. 

“The opening of our new laboratory is 

a very exciting development for ADM, 

enhancing our capabilities in the region, 

which is known for innovation,” said 

Pierre-Christophe Duprat, President of 

Animal Nutrition. “It complements our 

existing global R&D network of over 140 

scientists and technicians and provides 

greater emphasis on ADM’s sustainability 

efforts by developing innovative, sciencebased 

products for our customers. By 

enhancing our animal nutrition business 

in Rolle, we will continue to strengthen 

the company’s commitment to solve 

tomorrow’s nutritional challenges” added 

Duprat. 

Sustainability 

The lab will support the creation of new 

products to meet the sustainability 

ambitions of ADM’s Animal Nutrition 

business. The research pipeline aims 

to address some of the main animal 

production challenges that can mitigate 

environmental impact, with recent 

examples being the development of 

feed additives including plant extracts to 

reduce methane emission in ruminants, 

and enzymes to improve feed efficiency 

across all species. 

Health through nutrition 

Improving animal health through 

nutrition is another key focus of the lab 

as customers look to reduce the use of 

antibiotics as growth promoters and limit 

the use of medication for prevention 

rather than treatment. At the Rolle facility, 

ADM will develop solutions that optimize 

animal performance aiming to improve 

their health and welfare, supporting the 

demedication of livestock farms. This 

includes promoting healthy microbiomes 

and digestion in animals with pro- and 

postbiotic products. 

Production Efficiency 

To meet growing demand for production 

efficiency, the lab will develop a range of 

feed additives to optimize animal nutrition 

for livestock, aquaculture and pets. This 

includes the development of solutions to 

improve feed efficiency in aquaculture to 

increase marine fish production, and to 

support the immune system to help dairy 

cows deal with stress and maintain milk 

production following calving. In addition, 

the lab will also develop next-generation 

products for swine to support gut health 

and improve growth performance. 



www.adm.com 

24 


24 – 27 May 2022 | Nuremberg, Germany 

37. International Trade Fair for Pet Supplies 

TOGETHER AGAIN AT THE 

WORLD’S LEADING TRADE 

FAIR IN NUREMBERG 

With this unique overview of the market, you will benefit from countless ideas 

for structuring your product range, the most important trends, and innovations. 

And from valuable business contacts – all with a very personal touch at Interzoo. 

Join us – personally 

and successful 

INTERZOO.COM 

Follow us! 

Organizer 

Honorary sponsor 

Organization 

Admission granted to authorised trade visitors only.

processing 

Goodbye, Salmonella: Bacteria- 

Free Through Treatment with 

Infrared Light 

Food safety is a crucially important issue in 

the pet food industry. The EU repeatedly 

reports product recalls due to salmonellacontaminated 

animal feed, which must 

therefore be subjected to thorough 

treatments and to inspections to ensure 

that they are safe for consumption. 

Thermal processes are commonly 

used in the food industry to reliably 

kill microorganisms. When selecting 

the appropriate process, however, it is 

important to consider the effects of heat 

on the stability of the product to be 

treated. 

With their patented FoodSafety-IRD 

(Infrared Rotary Drum), Kreyenborg, 

which specializes in bulk-solids, offers 

system components that in addition to 

drying and roasting food can sterilize 

and pasteurize bulk food or feed with 

greater care. Microorganisms such as 

salmonellae, E. coli, enterobacteria, mold 

or yeast fungi are killed reliably and the 

shelf- and storage life of the products are 

thus prolonged. This infrared process can 

also kill insects and their larvae and eggs 

with certainty. Germ reduction achieved 

by the FoodSafety-IRD corresponds to a 

Log5 validation. 

The advantage of the FoodSafety-IRD 

lies in the operating principle of infrared 

light, conducting energy directly into 

the product core, heating the material 

from the inside, out. This is unlike other 

thermal processes, such as hot air dryers, 

which require hours to heat the product, 

and does it in reverse – from the outside 

to the inside. The FoodSafety-IRD heats 

the product core in a matter of minutes, 

resulting in significantly shorter dwelltimes. 

Working principle: Rotary 

motion with infrared-light 

technology 

The infrared process can be illustrated by 

means of a cross-sectional view. The pet 

food to be post-processed is continuously 

conveyed into the rotary drum by 

means of a feeding unit. The product is 

transported from the inlet through the 

rotary drum to the outlet via a welded-in 

helix conveyor and is constantly mixed by 

the rotational movement. Simultaneously, 

the material is exposed to infrared light, 

thus heating entire particles, and when 

necessary, water can be sprayed onto the 

product. When applied, this fine water 

mist has an additional sterilizing function, 

since bacteria reduction is enhanced at 

the moment of surface evaporation of the 

mist. This in addition creates a protective 

re-cooling effect. Infrared light has the 

advantage of being able to treat even 

products with a low water content. 

Process preserves color, taste, 

consistency and ingredients 

The decisive factor for a highly 

homogeneous product appearance is 

this constant rotation and movement, as 

Managing Director Jan Hendrik Ostgathe 

explains: "In a belt-dryer, for example, 

the product remains in one place for 

a longer period of time; this can lead 

to uneven nests forming that promote 

mold growth. By contrast, the constant 

rotational movement inside our infrared 

rotary drum dries the material evenly. This 

gentle process preserves the color, flavor, 

consistency and the valuable ingredients 

of the product." 

The Foodsafety-IRD has four temperature 

zones which can be set independently 

according to the product, and which 

adjust themselves automatically, based 

on the recipe stored in the control 

system. The product temperature 

remains constant, and overheating 

is thus avoided. Depending on the 

desired process – in the case of pet food 

this would be mainly sterilization and 

pasteurization, but drying or roasting, 

as for nuts, is also possible – appropriate 

product temperature and dwell-time 

must be selected. Temperatures of 80 to 

200 degrees Celsius and above can be 

achieved in the FS-IRD. 

Photos: ©Kreyenborg 

Cross-sectional view: The rotating drum of the FoodSafety-IRD is constantly in motion, 

ensuring uniform exposure to the infrared light. 

Stand-alone solution, or 

integrated module 

Kreyenborg supplies the FoodSafety-IRD 

as a plant component for its customers, 

but also offers turn-key solutions. 

Sterilization and pasteurization usually 

involve stand-alone solutions, requiring 

the necessary equipment, i.e. upstream 

and downstream conveyor technology, 

product cooling and big-bag handling 

26 



(filling and emptying). On the other 

hand, drying usually entails an integrated 

solution with upstream and downstream 

process steps provided by the customer. 

The infrared system is individually 

designed after a determination of the 

technical requirements. In pet food 

sterilization, microbiology is relevant, 

because a microbiological protocol 

is required as to which impurities the 

product has. Other factors include the 

size of the product, the bulk density, the 

input and output moisture, and perhaps 

whether the product has a special 

ingredient that is thermally sensitive (this 

could be for example a product with a 

high sugar content). 

Customizing temperatures and 

times 

In the case of specific requests, where 

requirements involve particular 

temperature regulation from the 

FoodSafety-IRD, new solutions are sought. 

Jan Hendrik Ostgathe describes one: "A 

so-called press cake may be processed 

at a maximum of 70 degrees Celsius so 

as not to destroy valuable proteins. For 

the press cake, seeds are pressed, the oil 

is extracted, and what remains is a kind 

of cake batter that contains proteins and 

nutrients. Since oils and moisture are still 

present after this procedure, the dough 

must be dried to a residual moisture 

content of less than five percent to allow 

for storage and further processing. This 

product is used as an additive to pet 

foods because of its valuable nutrients. 

In collaboration with our customers, 

we often carry out trials with modified 

temperatures and dwell-times and then 

have laboratories test the effects of 

these adjustments on the product – in 

In the FoodSafety-IRD, infrared technology is used to sterilize and dry dog food 

this case on the valuable protein. For the 

press cake, we were able to modify the 

temperature and drying time so that the 

protein was retained.” 

Steam processing affects 

product properties 

An alternative process for sterilization 

and pasteurization of feed is the common 

steam process. Saturated steam is 

applied to the respective product. For 

the process to be effective here, higher 

temperatures are involved, but these 

in turn have a greater impact on the 

product’s properties. The product is thus 

affected: the color changes, ingredients 

volatilize, and the overall appearance and 

consistency deteriorate. With the infrared 

process, on the other hand, product 

properties remain nearly unaffected. 

Further, infrared is a natural application 

that does not use gases or chemicals 

commonly used in other treatment 

processes to eliminate microorganisms. 

Another positive aspect of infrared light 

is its significantly higher efficiency due to 

direct energy input. Compared with a hotair 

roaster, for example, which is operated 

with gas and has higher CO 2 

emissions 

due to combustion, the infrared rotary 

drum can be operated with renewably 

generated electricity 

The time needed for cleaning after 

each product change is considerably 

reduced due to fast, easy access to the 

rotary drum – and thus down-times 

throughout the entire plant are reduced. 

"Flexibility is the most important feature 

of our infrared system," emphasizes Jan 

Hendrik Ostgathe. "Numerous products 

in various forms from a wide range of 

food sectors can be processed. The focus 

is on the product, and the machine is set 

up according to that product’s specific 

requirements. We often first test and 

develop the appropriate treatment in 

our in-house technical center, checking 

temperatures, times and product 

properties and then setting the right 

parameters in consultation with the 

customer." 


The FoodSafety-IRD from Kreyenborg 


www.kreyenborg.com 


27


Versatile Filling & Packaging of 

Very Small Powder Quantities 

New powder packaging system for dairies, food and pet food producers 

The new GEA SmartFil M1 powder packaging system offers flexible low rate operation for hygienic packaging for dry, fine powders through 

to coarse granular products. (Photo GEA) 

Technology group GEA is launching a new 

packaging line for dairy and food powders 

or granules. The new GEA SmartFil M1 

has been developed to provide a wide 

range of filling configurations to meet 

the diverse necessities of the food, dairy 

and pet food industry for low-capacity 

applications. 

Companies operating in emerging 

markets, low volume producers and pilot 

plants need such a system, which offers 

a compact and flexible low rate packing 

process to meet their special needs. 

Likewise, with their diverse portfolios, 

raw material producers need to be able 

to adapt their packaging solution in a 

versatile way. 

Modular system offers 

maximum flexibility 

With more than 100 possible variants, 

the GEA SmartFil M1 can be configured 

to suit almost any application from dry, 

fine powders through to coarse granular 

products. The new machine offers a 

nominal filling capacity of 120 bags per 

hour or three tons per hour at 25 kg 

product size. Depending on the product 

being packaged, the packaging system 

features configurable product metering 

options, including vertical auger and 

horizontal vibratory feeder. An optional 

deaeration probe may be added for 

improved consolidation of the product if 

required. 

Customers can choose to pack into openmouth 

bags, boxes or drums of varying 

sizes. Closing is configurable dependent 

on packaging type. Continuous heat 

sealing with glue reactivation or with 

sewing is available for open-mouth 

bags, whilst impulse sealing is offered 

for hermetic sealing of plastic packaging. 

28 



The built-in height adjustable conveyor 

system makes packaging changes fast 

and simple, whilst allowing the operator 

to work at an ergonomic height. The 

integrated control panel makes it easy to 

reconfigure the process to activate the 

new functions as needed. 

Food ingredients 

Powdered food ingredients that require 

a carefully controlled auger metering 

system will benefit from this option on 

the GEA SmartFil M1. The vertical auger 

design with integrated shutoff is well 

proven technology that is adapted from 

other filling systems in the GEA range. 

With an optional integrated deaeration 

probe, this filling system will enable 

food ingredients manufacturers to safely 

and reliably fill powdered products into 

bags, boxes or drums. With a continuous 

heat-sealing configuration, the SmartFil 

M1 can consistently produce finished 

products into 25 kg open-mouth bags 

with either glued closure or sewn closure 

if required. 

Alternatively, the impulse sealing option 

is ideally matched with plastic bags 

that are commonly used with boxes or 

cartons. 

Coffee & freeze-dried products 

Coffee and freeze-dried products tend 

to be fragile or friable and therefore 

demand a gentler approach to filling. For 

these applications, a vibratory feeding 

solution can be employed to finely meter 

the product for high accuracy filling. 

This type of feeding solution eliminates 

rotating or close contact parts from the 

product stream, thereby reducing the 

risk of product breakdown. 

To ensure the integrity of the finished 

product, these types of products are 

typically filled into flexible plastic bags 

inserted into carboard boxes. For this 

application, a dust free bag clamping 

system was chosen. Once filled, the neck 

of the plastic box liner can be easily 

inserted into an impulse type sealer for 

hermetic sealing. The integrated height 

adjustable conveyor enables simple and 

quick adjustment to suit the selected 

box/drum size, allowing the operator to 

work at an ergonomic height. A pivoting 

conveyor can be added to compensate 

for height adjustment when the GEA 

SmartFil M1 is connected to an optional 

integrated downline. 

Highest precision through state-ofthe-art 

processing technology 

With over 100 years of industry experience 

in the food industry, Biosteril has revolutionised 

the purification of raw materials. 

Our state-of-the-art sterilisation equipment 

offers industry-leading benefits to ensure 

maximum safety for you and your customers 

at all times. 

Find out more at: www.kuendig.com 


29


Dairy ingredients 

Small scale dairy plants requiring a 

hygienic powder filling solution in 

a compact form can select the GEA 

SmartFil M1 with auger feed, deaeration 

(option) and continuous heatsealer 

with integrated fold-over. This is a 

cost effective, high quality solution for 

their powder packing operation. When 

integrated with a downline bag handling 

system, this cost-effective semiautomatic 

solution provides high quality, accurate 

filling and closing of open-mouth, multiwall 

bags. For aluminum foil bags, the 

sealing system can be changed to an 

impulse type sealer as required. 

Pet food 

The GEA SmartFil M1 can be configured 

to pack granular products, such as 

dried pet food, into laminated paper/ 

polypropylene sacks that require a sewn 

closure. The vibratory feeder provides a 

gentle metering option, which can be 

coupled with the sealer/sewing system 

for effective closure. 

Safety first 

Product safety is important to all food/ 

pet food processing companies. The 

GEA SmartFil M1 is certified according 

to current hygiene standards. GEA 

integrated technology elements, which 

secure product safety focused on special 

areas of the process. 

Being a semi-automatic operation, 

it is important that the filling system 

is easily accessible for cleaning. This 

was part of the design concept. Low 

height, accessible components make 

maintenance and cleaning operations 

easier, thereby minimizing potential 

machine downtime and lost production. 


www.gea.com 


Baby elephants in 

Kenya need our help. 

Drought, poaching and habitat loss is leading 

calves to become orphaned. Like Roho, whose 

mother died when he was just an infant. 

Roho was rescued by the Sheldrick Wildlife 

Trust, who are pioneers in the hand-rearing of 

milk dependent baby elephants so that they 

can return to the wild when grown. He will 

need specialist milk and care for up to 10 years 

and you can help ensure his future by adopting 

him today. 

Adopt or donate and give fragile baby elephants a second 

chance at life: www.sheldrickwildlifetrust.org 

30 


The David Sheldrick Wildlife Trust, known as Sheldrick Wildlife Trust, is a charity in Kenya, a registered charity in England and Wales number 1103836, and is supported by The David Sheldrick Wildlife Trust USA, Inc. a 501(c)3 in the United States (EIN 30-0224549)


Sorters for Pet Foods 

Key Technology, a member of the 

Duravant family of operating companies, 

has introduced its VERYX® digital sorters 

for pet food products. VERYX, which 

integrates seamlessly with Key’s other 

high class material handling systems, 

finds and removes foreign material (FM) 

and products with defects to improve 

product quality, eliminate the chance of 

cross-contamination and protect brands, 

all while minimizing labor. 

VERYX can be configured to sort a wide 

range of pet foods. When installed at 

the end of the line, it helps ensure final 

product quality for kibble, chews and 

treats including dried, dehydrated and 

freeze-dried products. When installed 

upstream near raw receiving, it inspects 

ingredients such as frozen proteins and 

other ingredients for wet pet foods. By 

detecting the color, size, shape and/ 

or structural properties of every object, 

VERYX removes plastics, glass, paper and 

other FM, as well as product defects, as 

defined by each pet food processor. 

“Our vibratory conveyors and mechanical 

grading systems have had a strong 

presence in this industry for a long time 

– almost every leading pet food brand 

around the world relies on our equipment, 

and we understand their unique needs. 

Now that these processors are seeing the 

value of digital sorting, we’ve leveraged 

our pet food application expertise to 

develop VERYX for these applications,” said 

Marco Azzaretti, Director of Marketing at 

Key. “Consumers are demanding higher 

and higher quality pet food, and VERYX 

can help manufacturers elevate their 

product quality to the level of human 

grade while improving the efficiency of 

their operation.” 

Key can integrate VERYX with a variety 

of their vibratory and mechanical 

grading solutions for transferring, 

scalping, size separation, fines removal, 

product distribution and more. Iso- 

Flo®, Impulse®, Zephyr and Marathon® 

vibratory conveyors, as well as their rotary 

separation equipment, are all suitable for 

pet foods, depending on the application. 

Built for rugged reliability, Key’s material 

handling solutions enhance sanitation 

with features such as open designs, fullywelded 

frames, nickel-plated finishes, oilfree 

drives, optional pan covers and more. 

Each VERYX is tailored with the optimal 

cameras, laser scanners, lighting, 

ejection system, product handling and 

software to meet each customer’s specific 

requirements. Utilizing in-air inspection, 

VERYX sees all sides of the product with 

no blind spots. Next-generation cameras 

and laser scanners offer twice the 

resolution of previous sensor technology 

to find smaller FM and defects. Available 

in different widths, VERYX satisfies a wide 

range of capacity requirements. 

To maximize FM and defect removal, 

VERYX can be equipped with Key’s 

proprietary Pixel Fusion technology, 

which combines signals from multiple 

cameras and laser scanners at the image 

pixel level to more clearly identify even the 

> extruders > feeders > components > pneumatic conveying > complete systems 

COPERION’S ZSK Mv PLUS. 

LEADING-EDGE TECHNOLOGY 

FOR PET FOOD EXTRUSION. 

+ Very gentle product handling for maximum quality 

+ Hygienic design: open base frame, stainless steel 

+ Less downtimes due to fast, efficient cleaning 

+ Optimal accessibility 

+ Screw speed up to 1800 rpm 

Coperion‘s ZSK pet food extruder is a top-quality product at the highest technical level. It is known for very gentle 

product handling at maximum throughput rates. For further information about Coperion‘s ZSK Mv PLUS please 

visit our website at www.coperion.com/petfood-extruders 


31


manage incoming raw materials and 

optimize processes, achieving the next 

level in operational efficiency. 

VERYX eliminates the need for manual 

inspection, which decreases labor costs 

and ensures more consistent FM and 

defect removal while maximizing yields. 

To ease use and simplify operator training, 

a highly intuitive UI provides different 

views to users of various levels depending 

on their needs. Recipe-driven operation 

ensures customers can count on consistent 

performance from their VERYX sorter 

day in, day out. Operator qualification 

requirements are reduced, allowing a 

minimally-skilled individual to become a 

proficient user of the system in one hour. 

most difficult-to-detect FM and defects. 

Pixel Fusion helps VERYX to better identify 

specific FM types and enable the optional 

FMAlert function to send a smart alarm if 

a critical quality problem occurs, so quick 

corrective action can be taken. FMAlert 

also saves a time-stamped image of 

every critical piece of FM detected by the 

sorter, which helps processors document 

and pinpoint product quality events and 

trends. 

Key equips every VERYX with their 

Discovery suite of software capabilities, 

which enables the sorter to collect, analyze 

and share data while continuing to sort 

product. By harnessing data about the sort 

process and about every object flowing 

through the sorter, Discovery can reveal 

patterns and trends that improve sorting 

and control upstream and downstream 

processes. The information that Discovery 

provides allows processors to better 

Key manufactures equipment in both 

the US and Europe, supports customers 

worldwide and offers integration services, 

from pre-engineering to line start-up. 

Complete line solutions can include the 

integration of third-party equipment 

along with Key’s sorting, conveying and 

processing systems to meet the specific 

needs of each application. 



www.key.net 

Quick and Gentle Mixing 

A diverse range of pet food is the trend of the moment. New products and firms of presentation are in demand. 

More and more importance is being placed on quality. The unique and very gentle mixing technology of 

the Inotec VarioMix can be optimally used for numerous applications in food and pet food production. The 

VarioMix is characterized by extremely short mixing times, gentle processing, optimum homogeneity of the 

product, cooking and cooling functions as well as extremely fast emptying with smallest quantities of residual 

product. 

With the VarioMix, both aggressive 

and gentle mixing are possible. The 

mixing spirals operate in individually 

adapted wave patterns and they are 

independently adjustable in speed and 

direction of rotation. The usable volume 

of the VarioMix ranges from 350 to 4,000 

liters and always provides sufficient 

power reserves thanks to generously 

designed drives. It is therefore perfectly 

suited for the production of a wide variety 

of products in small batches, but is also 

ideal for rubbing large pieces of meat. 

32 



A large variety of different products can 

thus be covered with a single machine. 

In addition, the VarioMix is ideally suited 

for continuous use in industrial highperformance 

production thanks to its 

high-quality components. 

Another key feature for the gentle 

processing of the products is the emptying 

via the tiltable mixing tray, because the 

emptying process cannot be any gentler. 

The patented, adjustable inclination of 

the tray up to an angle of 120° as well 

as the patented clip-on scraper for the 

outer spindle ensure gentle emptying 

of mixed products of any viscosity. The 

perfect harmony of highly effective 

INOTEC VarioMix technology and gentle 

emptying with the tiltable mixing tray 

guarantees consistently perfect mixing 

results. 

Handtmann Maschinenfabrik 

and Inotec 

Handtmann Maschinenfabrik is part of the 

widely diversified Handtmann Group of 

Companies and business division of filling 

and portioning systems. Worldwide sales 

and distribution are currently conducted 

through 11 sales and service companies in 

the core markets as well as 60 commercial 

agents. The mechanical engineering firm 

from Biberach in the Upper Swabia region 

of Baden-Württemberg, Germany, is the 

world’s leading provider of solutions for 

the portioning, dosing, forming and coextruding 

of foodstuff. The portfolio is 

complemented by process technology in 

the area of cutting, linking, mixing and 

ultra-fine grinding from Inotec GmbH, 

based in Reutlingen, Germany, which 

was added to the Handtmann Group of 

Companies in 2020. The customer base 

of the two manufacturers includes both 

small-scale producers and start-ups as 

well as medium-sized companies and 

industrial enterprises from all over the 

world. 


Flexible and powerful: VEMAG machine systems 


www.inotecgmbh.de 

From canned food over snack sticks to bars, extruded or 

co-extruded, and filled or unfilled pet treats: with VEMAG, 

there are no limits to what you can manufacture. Our flexible 

machines and whole lines allow you to extend your product 

portfolio any time. 


VEMAG your reliable, strong partner in the Petfood sector. 

33 

www.vemag.com

Packaging 

Recyclable Dog Food Packaging 

• Mondi to produces a recyclable mono-material packaging for Hau-Hau Champion, one of Finland’s most 

popular premium dog food brands available in grocery stores, produced by Prima Pet Premium Oy, part of 

Vafo Group. 

• Flexible mono-material solutions replace unrecyclable plastic packs while offering high barrier protection 

and increased consumer convenience. 

• Mondi’s EcoSolutions approach supports Hau-Hau Champion in reducing its environmental impact. 

Mondi, a global leader in packaging and 

paper, is supplying a range of recyclable 

mono-material pet food packaging for 

Hau-Hau Champion, one of Finland’s 

most recognized brands in the premium 

dog food segment. The new packaging 

fulfils the pet food producer’s objective 

to launch a reclosable and recyclable 

packaging solution that does not 

compromise on performance and retains 

the strong brand recognition in stores. It 

also addresses sustainability concerns of 

end consumers that are playing more of 

a role in the purchasing of pet food and 

products. 

Mondi’s customer-centric approach, 

EcoSolutions, helped Hau-Hau Champion 

find a high-barrier solution that can be 

reclosed, keeps food fresh and confines 

any smells. The previously unrecyclable 

multi-layer packaging contained a 

metallized layer which was replaced 

by Mondi’s recyclable mono-material 

packaging: a reel material for formfill-and-seal 

(FFS) 1.5 kg bags and premade 

FlexiBag Recyclable for bags up 

to 15 kg. FlexiBag Recyclable is a monomaterial 

polyethylene (PE) pre-made 

bag developed specifically for recycling, 

which means it can be deposited directly 

into Finnish plastic recycling streams. 

The new packaging responds to consumer 

feedback asking for stronger carrying 

handles and a user-friendly reclosure 

to prevent kibble from going stale and 

thereby avoiding waste. It also features an 

anti-slip matt lacquer exterior and is fitted 

with a valve that allows air to escape for 

optimal palletization. 

Thomas Kahl, EcoSolutions Project 

Manager at Mondi, says: “Through 

our EcoSolutions approach, we help 

customers find environmentally respon-sible 

alternatives without compromising 

on performance, ease of use, 

or aesthetics. For Hau-Hau Champion, 

this involved asking many questions to 

gain deeper insight into the needs of 

the brand and its end users, as well as 

collaborating closely throughout the 

process to test and evaluate all solutions. 

The new packaging also supports Mondi’s 

MAP2030 sustainability goal to make 

100 % of its products reusable, recyclable 

or compostable by 2025.” 

Suvi Sillvan, Brand Specialist at Hau-Hau 

Champion, adds: “With Hau-Hau’s brand 

refresh, we were looking for packaging 

that fully aligns with our commitment 

to reduce the carbon footprint of our 

products and operations as well as 

upgrades the packaging to match the 

high quality of the product content. Given 

that this is a premium product, we are 

especially pleased with the high-quality 

finish, including the printing, which 

retains brand familiarity on the shelf and 

informs consumers that they can easily 

recycle our dog food packs. 

The new packaging material also fully 

supports the fact that all our dry dog 

34 


Packaging 

foods are now completely CO 2 

neutral 

through carbon emission compensation.” 

Retailers are also welcoming the change, 

which is already on shelves but will 

accelerate with major rollout of the brand 

relaunch across Finland in October. 

Hau-Hau Champion is a brand produced 

by Prima Pet Premium Oy, which belongs 

to Czech VAFO Group, a European leader 

in premium pet food. 

Petfood PRO: How did this 

partnership originate, have you 

worked with them before, or 

was this the first time? 

Mondi and VAFO Group have already 

been working together for more than 20 

years now. This latest project is a great 

example of the strategic partnership the 

two companies have built up over the 

years in order to provide premium pet 

food packaging. 

Petfood PRO: What has been 

the market response so far? 

HauHau: The market response has been 

positive. Monomaterial is not very well 

known by end consumers and retailers 

yet, but we are proud to be telling about 

it among some of the first brands. 

Petfood PRO: What are the 

different package options, 

are there different sizes, is it 

suitable for different types of 

animals? 

Mondi supplies a reel material for formfill-and-seal 

(FFS) 1.5kg bags and premade 

FlexiBag Recyclable for bags up to 

15kg to Prima Pet Premium Oy. 

About Mondi 

Mondi is a global leader in packaging and 

paper, contributing to a better world by 

making innovative packaging and paper 

solutions that are sustainable by design. 

Their business is integrated across the 

value chain – from managing forests 

and producing pulp, paper and plastic 

films, to developing and manufacturing 

effective industrial and consumer 

packaging solutions. Sustainability is at 

the center of their strategy and intrinsic 

in the way they do business. Mondi leads 

the industry with a customer-centric 

approach, EcoSolutions, where they 

ask the right questions to find the most 

sustainable solution. In 2020, Mondi had 

revenues of € 6.66 billion and underlying 

EBITDA of € 1.35 billion. 

Mondi has a premium listing on the 

London Stock Exchange (MNDI), and 

a secondary listing on the JSE Limited 

(MNP). Mondi is a FTSE 100 constituent, 

and has been included in the FTSE4Good 

Index Series since 2008 and the FTSE/ 

JSE Responsible Investment Index Series 

since 2007. 



www.mondigroup.com 

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35

Packaging 

Label Innovations offer More 

Creating stand-out packaging for Millennial brand differentiation in the pet food aisle 

The pandemic and associated lockdowns 

have accelerated trends in many industries. 

In the pet industry, pet ownership has 

risen dramatically. According to the 

European Pet Food Federation (FEDIAF), 

approximately 38% of all households in the 

European Union now own a pet, a total of 

88 million homes 1 . Meanwhile, data from 

the Pet Food Manufacturers’ Association 

shows that 2.1m Brits collected a new pet 

during lockdown and notably, more than 

one-third (35%) of young adults, age 24- 

35, have, or are planning to, embark on 

lives as new pet owners 2 . 

Increased demand for pets naturally 

equates to increased demand for pet food - 

the European pet food market is projected 

to see a CAGR of 4.5% between 2021 and 

2026 3 . In the increasingly competitive 

pet food market, a point of difference is 

vital to brands hoping to stand out and 

capture market share, particularly among 

Millennials and Gen Z consumers. As startup 

brands jostle for shelf space with wellestablished 

big players, such as Mars and 

Nestle, the need for dynamic, vibrant 

packaging that can grab the attention of 

the consumer is very clear. 

For pet food brand owners there are several 

key trends influencing the market that 

can filter into pack design. Most notably, 

and perhaps a key driver behind all other 

trends, is the increase in the humanization 

of pets across Europe. Pet humanization 

is becoming a globally accepted term 

in the pet industry as owners treat their 

pets like a family member and seek to 

provide them with human-like products 

or experiences 4 . Pet owners are happy to 

indulge and spend heavily on ensuring 

the best quality of food for their pets. 

This has led to an increasing number of 

premium products entering the pet food 

market. 

“If brand owners are developing higher 

quality food for pets, then they need 

packaging that also suggests ‘premium’ 

or ‘finest’,” says Susan Ellison, joint MD 

at OPM (Labels and Packaging) Group. 

“Introducing tactile, gloss and foil finishes, 

embossing or high-definition graphics to 

pack design all respond to the demand 

for superior quality and exclusivity. 

Combine this with enhanced pack 

functionality, such as easy tear or 

resealability for greater convenience, and 

the perception of premium products is 

more appealing, and pet owners likely to 

treat food as something worth spending 

a little extra on. 

“When consumers are faced with a shelf 

of products that all claim to have better 

quality and highly nutritious ingredients, 

the pack becomes the shop window for 

the brand. It can create the all-important 

shelf-standout and ultimately, influence 

purchase decisions in a moment.” 

Beyond more premium, nutritious 

ingredients for improved digestive health, 

skin and coat care, the pet food market 

is seeing significant growth in organic 

and plant-based foods, replicating the 

alternative diet trends being embraced by 

their Millennial and Gen Z owners 5 . Mars 

Petcare UK, for example, launched the 

Nutro brand of super premium pet food, 

which uses its ‘Feed Clean’ philosophy to 

bring the clean eating trend to cats and 

dogs. 

Just as when developing packaging 

for humans, brands are faced with 

the challenge of incorporating large 

amounts of information on pack and 

labels to demonstrate provenance. 

“Label innovation now ensures a whole 

multitude of data can be included on pack 

without impacting the visual appearance,” 

says Susan. “We are seeing more requests 

for multi-layered, peelable and foldout 

labels to accommodate brand and 

consumer needs, while QR codes are 

often printed on-label to create a new 

level of engagement post-purchase to 

detail origins of ingredients and brand 

story.” 

While premiumization of pet meals is 

one area of growth, in contrast there 

is an equally important market need 

to challenge pet obesity. Humanizing 

pets means it’s become all too easy for 

owners to give in to begging for food 

and see food as a way to keep their pets 

happy. According to a Better Cities for 

Pets survey, conducted with pet owners 

in Brazil, China, Russia, UK and USA, more 

than half (54%) of cat and dog owners 

always or often give their pet food if they 

beg for it, and nearly a quarter (22%) of 

cat and dog owners sometimes overfeed 

their pet to keep them happy 6 . 

“This is where flexible packaging has 

really come to the forefront in the pet 

food market” Susan comments. “Single 

serve packs enable superb portion control 

to support better weight management, as 

well as presenting consumers with a more 

convenient, hygienic option. The barrier 

properties of flexible packaging ensure 

food stays fresh and tasty and, of course, 

the single serve pack means little, if no 

waste, at all.” 

This last point is particularly crucial 

for pet food brands to take note of. 

36 


Marketing 

With pet ownership increasing among 

younger generations, sustainability 

and environmental responsibility must 

remain central to packaging innovation. 

A study by First Insight, Gen Z shoppers 

demand sustainable retail, found that the 

vast majority of Generation Z shoppers 

prefer to buy sustainable brands. The 

report also found that Generation Z, 

along with Millennials, are most likely 

to make purchase decisions based on 

values and principles 7 . 

“In the past, flexible packaging may well 

have struggled to meet this criterion,” 

says Susan. “However, innovation and 

development in relation to monopolymer 

laminates is certainly ensuring 

that flexible packaging will continue to 

have its place in the pet food packaging 

market. 

“What is clear, is that just as we see with 

food products for humans, pet food 

brand owners have many competing 

trends and demands to address in order 

to ensure their product stands out ‘onshelf’ 

and delivers commercial success. 

Yet, another big challenge in the pet food 

market is the swing to ever younger pet 

owners. 

Successfully targeting Millennials has 

never been an easy feat for marketeers. 

E-commerce is the norm, they don’t 

really want to be sold to and attracting 

their attention in a crowded retail space 

can be difficult. Pet food brands need 

to ensure their packaging is creative 

and unique to meet their ever-evolving 

expectations.” 


References 

1 EDIAF Facts & Figures 2020 European 

Overview: https://www.fediaf.org/images/ 

FEDIAF_Facts_and_Figures_2020.pdf 

2 Pet Food Manufacturers’ Association: 

https://www.pfma.org.uk/news/pfmaconfirms-dramatic-rise-in-pet-acquisitionamong-millennials- 

3 Mordor Intelligence, Europe Pet Food 

Market – Growth, trends, Covid-19 impact, 

and forecasts (2021-2026): https://www. 

mordorintelligence.com/industry-reports/ 

pet-food-market-in-europe-industry 

4 Mordor Intelligence, Europe Pet Food 

Market – Growth, trends, Covid-19 impact, 

and forecasts (2021-2026): https://www. 

mordorintelligence.com/industry-reports/ 

pet-food-market-in-europe-industry 

5 Mintel, Four-legged Flexitarians, 

February 7, 2020: https://www.mintel. 

com/press-centre/food-and-drink/fourlegged-flexitarians-over-a-third-of-ukdog-food-buyers-believe-its-good-forpets-to-regularly-have-plant-based-meals 

6 Better Cities for Pets, Mars Petcare 

Program, 2018: https://www. 

bettercitiesforpets.com/resource/surveyweighs-pet-obesity-crisis/ 

7 First Insight, The state of consumer 

spending: Gen Z shoppers demand 

sustainable retail: https://www.firstinsight. 

com/white-papers-posts/gen-z-shoppersdemand-sustainability 


www.opmgroup.co.uk 


37

Packaging 

Shipment of Healthier Dog Food 

Thermal protection packaging helps frozen dog food manufacturer improve customer experience with more 

sustainable paper packaging 

To continue with this success, one key 

challenge was to optimize packaging. 

Not only to meet their customer needs 

to get away from plastic, but also to 

reduce packaging costs to optimize the 

organization’s financial situation. 

Frozen dog food: The details 

Packing and shipping of this unique 

product had several requirements from 

the customer perspective, including: 

Operating the Ranpak WrapPak® Protector equipment is easy and intuitive. 

Ranpak Holdings Corp. a global leader of 

environmentally sustainable, paper-based 

packaging solutions for e-commerce 

and industrial supply chains, has been 

working with a supplier of frozen dog 

food to optimize packaging for a better 

customer experience, not only thermally 

protecting dog food shipments but doing 

so with paper-based packaging, a more 

sustainable option. 

More than two years ago, two dog lovers 

saw market demand for raw dog food - 

as a diet to improve dogs’ health - and 

developed and launched a product 

based on scientific evidence. The result 

was an enriched range of foods for 

all dogs of all ages, and a promise to 

improve the recipe further whenever 

possible. It proved to be a winning 

formula, with 30% business growth in 

2020. 

• Thermal protection: The raw dog 

meat had to be stored at -20°C, with three 

different box sizes for different order 

quantities. Transit time was up to 24 hours 

on the road, so good insulation was vital. 

• Ease of use: Delivery within 24 hours 

meant fast turnaround; packers only had 

30-45 seconds to prepare a box with up 

to 20kg of meat. A thermal packaging 

solution that is easy and fast to work with, 

was required to meet these requirements. 

• Sustainability: Customers buying 

fresh meat for their dog want to see 

The ability to sustainably and cost-effectively package healthy frozen dog food for shipment is a boon to the dog food company and 

customers alike. 

38 


Packaging 

packaging that has the smallest possible 

impact on the environment – especially a 

change away from plastic. 

• Cost savings: Direct cost reduction 

was a goal, in the context of high existing 

packaging costs using returnable woollined 

boxes. 

The Ranpak solution 

Ranpak proposed WrapPak® Protector 

paper pads. These pads trap air and 

prevent heat conduction, creating an 

exceptional insulator for cold chain 

applications. The client first wanted to be 

convinced that these waved pads could 

match the existing plastic liner filled with 

wool. 

An existing box was lined with the new 

pads, frozen food packs inserted without 

dry ice, and the box taped. After being 

dispatched to one of the client’s cofounders 

through the regular channel and 

left unopened for more than 32 hours, 

contents were still frozen – even at the 

side of the box. 

In close co-operation with Ranpak’s local 

distributor in the UK, Ranpak then made 

further improvements to the boxes, 

adding dry ice as additional security. 

Finally, packaging instructions were 

provided to the logistic team. 

These efforts achieved outstanding 

results for the dog food manufacturing, 

including: 

• Easy integration: The firm’s 

distribution manager said efficiency gains 

were impressive: “The WrapPak Protector 

converter is really easy to operate and the 

waved paper pads show a consistent high 

quality. My packers position the paper 

pads easily in the box, and the complete 

process was easy to optimize into our 

existing situation.” 

• Happier customers: The reactions 

from customers after switching to waved 

paper pads were summed up by the 

distribution manager: “The most striking 

one is branded in my head: BRILLIANT.” 

• Cost and sustainability gains: The 

green image made possible by WrapPak 

pads went hand-in-hand with high direct 

cost savings. Packaging speeds were 

high, and costly return shipments were 

no longer needed thanks to the curbsiderecyclable 

packaging. 

The dog food manufacturer commented, 

“Our mission is to save as many dogs’ lives 

as we possibly can! And when providing 

a unique, healthy food formula, we also 

wanted to support that with a sustainable 

packaging solution. Ranpak thermal 

packaging convinced me right away.” 



www.ranpak.com/uk/keep-itcool 

www.anugafoodtec.com 

International 

supplier fair for the 

food and beverage industry 

COLOGNE, GERMANY 

26.–29.04.2022 

ONE FOR ALL. 

ALL IN ONE. 

Food Processing | Food Packaging | Safety & Analytics | Intralogistics 

Digitalisation | Automation | Environment & Energy | Science & Pioneering 

Special Edition! 

Be part of it - 

find out more here! 

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Messeplatz 1 

50679 Köln, Germany 

Tel. +49 1806 578 866 

Fax +49 221 821 99-1020 

anugafoodtec@visitor.koelnmesse.de 


39

Packaging 

Healthy and Sustainable – New 

Range of Therapeutic Pet Food 

in Recyclable MonoFlex Bags 

With an estimated revenue of 34,955 million USD, the global pet food market is steadily growing despite 

the pandemic. Among the top five countries with highest revenue, France takes a third place with over 5,131 

million USD. 1 To meet the growing customer and market demands, Demavic, a French pet food manufacturer, 

has teamed up with Coveris for packaging to support the launch of their new range of therapeutic pet kibbles. 

Using Coveris’ leading MonoFlexE film, the new therapeutic kibbles are packed in monomaterial, recyclable 

bags. 

consumers to buy this type of product 

at this point of sale, we had to take 

into consideration their expectations, 

particularly with regards to packaging 

and environmental protection" explained 

Olivier Poupon, Demavic Buyer. 

The ongoing trend of humanization of 

pets results in pet owners paying special 

attention to the quality of their fourlegged 

family members’ food. As a result, 

more and more pet food brands are 

introducing therapeutic food that helps in 

maintaining a balanced diet and healthy 

lifestyle. However, pet food producers are 

working to both satisfy their demands and 

meet environment and government laws 

to limit waste. In fact, a new anti-waste law 

was recently introduced in France, which 

aims to eliminate waste and pollution 

from the design stage and transform 

production, distribution and consumption 

models from a linear to circular economy. 2 

The right partner with the right 

answers 

As a result, Demavic reached out to 

Coveris for help in designing bags for their 

new product launch that answer these 

demands. "When we decided to launch a 

new range of therapeutic pet food, we had 

to think about the distribution channels 

we would select. Usually, therapeutic pet 

food is sold through veterinarians, but 

we wanted to innovate and market our 

products in large food stores. To attract 

Coveris' response was a quadroseal bag, 

designed using the proven MonoFlexE 

polyethylene film, which monomaterial 

structure allows easier recycling in the 

existing plastic streams. Additionally, 

Coveris’ team manufactured two variants 

of the bags from 3 up to 10 kilograms, 

which includes a front zip to allow easy 

opening and resealing for extended 

freshness of the kibbles for the 3 kilogram 

format. The new solution offers customers 

the same convenience and product 

protection as the standard designs, while 

minimizing waste. 

Real challenge leads to growth 

The biggest challenge for Coveris was 

to produce monomaterial bags in 10 

kilograms as it was the first enquiry from 

a customer for monomaterial bags in 

this size. Fortunately, with the support 

of Coveris’ R&D team, the bigger bags 

successfully met all the product tests. 

The equivalent machinability as standard 

PET/PE material convinced Demavic 

that introducing MonoFlexE to existing 

production lines will be a straightforward 

process. The products, 100% made in 

France, including the kibbles, packaging 

and label, were launched on the French 

market in the summer of 2021 in large food 

stores (GSA) and will soon be sold in large 

specialised stores (GSS). “The combination 

of full recyclability of the monomaterial, 

the prolonged freshness thanks to the 

front zip and the enhanced graphics 

met all our needs. As a result, the new 

bag created a user and environmentallyfriendly 

image for our therapeutic pet 

food brand”, summarized Olivier Poupon. 

"Once again we demonstrated that our 

key strength is the service we provide to 

our customers. Thanks to the dedication 

of our team in Firminy, we were able to 

help Demavic successfully launch the 

new therapeutic pet food range to French 

supermarkets and fulfil all requirements 

in terms of sustainability with our new 

MonoFlexE product range " said Nicolas 

Plantec, Pet Food Segment Leader at 

Coveris. 

References 


1 https://www.statista.com/outlook/cmo/ 

food/pet-food/europe#global-comparison 

2 https://policy.ellenmacarthurfoundation. 

org/frances-anti-waste-and-circulareconomylaw#:~:text=A%20law%20for%20 

system%20change,to%20a%20circular%20 

economic%20model. 


www.coveris.com 

40 


Zoomark International Success 

Events 

Mission accomplished successfully for ZOOMARK INTERNATIONAL 2021. A success in terms of exhibitor 

numbers with more than 450 exhibitors, 60% of who arrived from abroad from 44 different countries. A 

success in terms of international attendance because, in spite of the travel limitations on certain 

geographical areas imposed by the pandemic, foreign operators were among those taking center stage at 

this edition of the event. A success in terms of business, which was lively and supported by an expanding 

market rich in innovations and, finally, a success because in just a few months, following the official green 

light for holding large scale trade events, BolognaFiere put back on track the only international event in 

2021 for the pet care business sector, bringing forward the event by six months (from its initial scheduling 

in May 2022 due to the pandemic emergency). 

ZOOMARK INTERNATIONAL has reconfirmed 

its importance as a moment 

of reflection for the industry and an 

essential platform for strategic business 

planning, further consolidating its 

international position. Welcoming 

national and international operators 

were more than 400 new products and a 

new functional exhibition layout in strict 

compliance with anti-Covid regulations, 

enabling exhibitors and operators to 

work intensively and in full safety. “We 

worked intensely to organize this edition 

of the Exhibition,” explained Gianpiero 

Calzolari, President of BolognaFiere, 

“because we felt it was essential to offer 

the sector an opportunity to meet after 

the long interruption resulting from the 

pandemic. We would sincerely like to 

thank the reference associations, Assalco 

and ANMVI, for their cooperation, as well 

as the companies that believed in the 

success of the exhibition by confirming 

their participation, and the operators who 

came to Bologna from all over the world. 

The success of this edition is an incentive 

for us to achieve new goals and face new 

international challenges.” The statistics 

concerning the sector, presented 

through the 14th ASSALCO-ZOOMARK 

REPORT at the opening conference 

of the event, highlighted the growing 

trends regarding the need, and care, for 

pets, especially during the period of the 

health emergency that is still ongoing in 

Italy and worldwide. The report, which 

analyzed the market and the main sociocultural 

trends in the pet world in Italy, 

revealed that in the year ending June 

2021 (data processed by IRI Information 

Resources) the market for dog and cat 

food products in Italy (Grocery Retail 

channel, Traditional Pet shops, Pet shop 

Chains, Grocery Retail own pet shops and 

general online retailers – Grocery Retail 

groups and Amazon) achieved a turnover 

of 2,431 million euros, an increase of 

+ 8%. The main distribution platforms 

(Grocery Retail, Traditional Pet shops, 

Pet shop Chains) achieved a turnover of 

2,338.7 million euros, a positive trend 

of + 6.4%. According to Euromonitor, 

there are an estimated 62 million pets 

in Italy, including almost 30 million fish, 

more than 16 million dogs and cats, 

about 13 million birds and more than 

3.5 million small mammals and reptiles. 

The 2021 edition has also invested in the 

programme of conventions and meetings 

focusing, among other things, on foreign 

markets, developed with partners such as 

Euromonitor and ICE-Agenzia. Thanks to 

digital technology, the fair also organized 

Zoomark Digital Session in the week 

leading up to the event, a platform for 

arranging meetings between exhibitors 

and international buyers, distributors and 

retailers in the specialized and Grocery 

Retail channels, facilitating business 

and supporting operators who, due to 

the pandemic, were unable to attend 

ZOOMARK INTERNATIONAL 2021 in 

person. During the three days of the 

exhibition, the new “Pet Vision” area 

especially for products launched on the 

market in the last eighteen months was 

also busy and well received. With 400 new 

products organized into seven market 

trends, the event highlighted the sector's 

propensity for innovation. ZOOMARK 

INTERNATIONAL 2021 is organized by 

BolognaFiere with the support of Assalco 

(the National Association of Pet Care 

and Pet Food Industries), ANMVI (the 

National Association of Italian Veterinary 

Doctors), the Emilia-Romagna regional 

administration and Promopet. THE NEXT 

EDITION OF ZOOMARK INTERNATIONAL 

will take place at the Bologna Exhibition 

Centre in May 2023. 



www.zoomark.it 


41

Last Page 

Upcoming Events 

March 10 - 12, 2022 

IDMA & VICTAM EMEA 

Istanbul, Turkey 

www.idmavictam.com 

April 26 - 29, 2022 

Anuga FoodTec (Special Edition) 

Cologne, Germany 

www.anugafoodtec.com 

May 24 - 27, 2022 

Interzoo 2022 

Nuremberg Germany 

www.interzoo.com 

May 31 – June 2, 2022 

VICTAM International in co-location with VIV Europe 

Utrecht, The Netherlands 

www.victaminternational.com 

October 4 - 5, 2022 

NutrEvent 2022 

Nantes, France 

www.nutrevent.com 

November, 2022 

Nordic Pet Food Conference & Exhibition 

to be confirmed 

www.norpetfood.com 

to be announced 

India International Pet Trade Fair 

New Delhi, India 

www.creature-companions.in# 

May, 2023 

Zoomark International 2023 

Bologna, Italy 

www.zoomark.it 

International Magazine March 2022 ISSN 2628-5851 


1/22 

Preview March 2022 

Fiber Ingredients, Yeast, 

Spray Drying, Heat Exchange 

Labelling, Recyclable Packaging, 

Ask the Vet, 

Ingredients: Fiber Ingredients, Yeast, Omega-3, Colors, Rice 

… and lots more! 

Processing: Specialized Extrusion, Spray Drying, Heat Exchange 

Packaging: New Design with Recyclable Packaging, Clean Label 

Marketing: Interzoo Update, The Vet's Corner 

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