Vegan Delight for Quadrupeds
Interview with Jürgen de Vries, Managing Director of Green Plant Petfood GmbH
The pet industry is undergoing change. Topics such as sustainable nutrition, ethical animal husbandry, and innovative feeding concepts are revolutionizing the market, challenging traditional business models and requiring a high degree of creativity and flexibility. Green Plant Petfood GmbH has been active in this dynamic environment for two years and is continually growing with the new requirements. With its focus on vegan dog food, the company is on the pulse of the times.
Wirtschaftsforum: Mr. de Vries, you are the managing director at Green Plant Petfood. Tell us about how the company was founded and what the main idea behind your product development is.
Jürgen de Vries: More than three years ago, we had the idea to engage in the production of vegan dog food. We are already active in the pet industry with Landguth Heimtiernahrung and observed various societal developments such as climate protection and animal welfare. These considerations led us to question what we as manufacturers could contribute. Inspired by companies like Rügenwalder Mühle, which have transformed from a meat producer into a vegan and vegetarian producer, we developed healthy and sustainable food alternatives for dogs.
Wirtschaftsforum: What steps have you taken to make your products market-ready?
Jürgen de Vries: First, we ensured that our products are nutritionally high quality and good for dogs. We conducted internal and external tests to verify compatibility. A particular challenge was overcoming the prejudice that dogs must eat meat. However, our research showed that dogs can adapt to a plant-based diet.
We reviewed scientific studies from the USA suggesting that vegan diets can be healthier for dogs than feeding them meat. This helped us overcome initial concerns and advance product development.
Wirtschaftsforum: How do you position yourself in the market, and what distribution channels do you use?
Jürgen de Vries: We have founded Green Plant Petfood as its own GmbH to fully concentrate on this idea. Our products are available both online and in physical stores at retailers such as DM, Rossmann, Edeka, and Rewe. We have also set up our own online store, which is performing very well. Despite the challenges in launching in the market, particularly in the niche market, we see positive development. The vegan dog food market is still relatively new and underdeveloped, which offers us opportunities to establish ourselves.
Wirtschaftsforum: What does the current structure of your company look like?
Jürgen de Vries: The brand Vutter! belongs to Green Plant Petfood GmbH, which in turn is a 100% subsidiary of Landguth Heimtiernahrung GmbH. At Green Plant Petfood, we currently employ eight people who are responsible for development, marketing, and customer service. The parent company Landguth Heimtiernahrung has just under 1,000 employees and achieves an annual turnover of around 400 million EUR.
Wirtschaftsforum: Sustainability is certainly a major issue in your segment. How is this reflected in your corporate strategy?
Jürgen de Vries: Yes, it is a central aspect of our corporate philosophy. Vegan dog food has a better CO2 balance compared to traditional animal-based food. We place great importance on ensuring our products are ethically and ecologically sustainable. This includes both the raw materials and the entire supply chain, which will be certified by SGS Fresenius in the future. Moreover, we use innovative production methods to further minimize environmental impact.
Wirtschaftsforum: What particular challenges have you had to overcome so far?
Jürgen de Vries: One of the biggest challenges was overcoming prejudices against vegan dog food. Many dog owners are skeptical whether a meat-free diet is suitable for their animals. Here we do a lot of educational work and rely on transparent communication. Also, introducing new products in a traditional market segment is not easy. It requires patience and a well-thought-out marketing strategy.
Wirtschaftsforum: What personally drives you to push this project forward?
Jürgen de Vries: My motivation is that I enjoy my work every day. It is fulfilling to work with a dedicated team on a product that is sustainable and also focuses on the well-being of animals. The thought of doing something positive for the environment and the animals drives me. It's exciting to see how our ideas take shape and succeed in the market.
Wirtschaftsforum: What are your plans for the future?
Jürgen de Vries: We plan to expand our range and introduce dry food and snacks. In the long term, we aim to become the market leader in vegan dog food.
Our vision is to provide the best products for animals through continuous innovation and high quality standards. Additionally, we aim to expand our international market share and enter new markets.