From Emmerich to the World
Interview with Jordi Queralt, Managing Director of H. von Gimborn GmbH
From pharmaceutical manufacturer to international cat brand: Since 1855, H. von Gimborn GmbH has evolved from a traditional chemical operation to an international specialist for cat snacks and cat litter. Managing Director Jordi Queralt explains how the company has overcome crises, why innovation and sustainability set the pace today – and which goal he is pursuing for Gimborn.
Wirtschaftsforum: Mr. Queralt, what developmental steps have shaped your company – and how do you assess the recent years in terms of crises, opportunities, and challenges?
Jordi Queralt: Founded in 1855 as a pharmaceutical factory, we were initially broadly active in chemistry. After rebuilding post World War II, we utilized our pharmaceutical knowledge for pet food. In 1965, we entered the animal nutrition sector with a license from IPEVET, becoming the first to develop milk powder for puppies and kittens and also introduced functional ingredients in snacks. Since 1986, we have been active in the cat litter segment as well. Our international expansion began in 1999 with the purchase of Giglioli in Italy – today we are present in over 70 countries. The years 2019 and 2020 were years of crisis, which we overcame with new leadership and consistent restructuring. Since 2022, we have been working profitably and stably again with a new strategy, even though the macroeconomic and political environment remains challenging. We see opportunities particularly in innovation, organic cat litter, and international expansion.
Wirtschaftsforum: What products define your portfolio – and in which market segments or growth markets do you see the biggest opportunities for the future?
Jordi Queralt: Under GimCat, we offer snacks, supplements, and functional pastes, and recently also wet cat food ‘Near Nature’ that is based on the nutrient profile of prey animals. An example are our popular Rollis with real Italian hard cheese. Biokat’s is a pioneer in clumping bentonite litter and was the first to use scents and activated carbon. Future trends are coming from the human sector: products for aging, proteins, and gut health, as well as clean label. For litter, the focus is on organic alternatives from renewable resources. Our strengths are our own R&D, collaboration with veterinarians, and in-house production.
Wirtschaftsforum: Who are your target groups and in which markets do you see potential?
Jordi Queralt: Our customers are well-informed cat owners who prioritize quality over price and value brands that enhance health and well-being. Strong markets include the DACH region, the Netherlands, and Italy. We see growth potential in Eastern Europe – such as in the Czech Republic, Poland, and Ukraine – as well as in Spain and Turkey. Opportunities also exist in the UK, France, Latin America, and Asia, the latter with increasing purchasing power and a growing middle class.
Wirtschaftsforum: How do you implement sustainability in your processes?
Jordi Queralt: All our own products are made in Germany. We produce bentonite litter in Kelheim with raw materials from a 100 km radius, the pits are recultivated, and the combined heat and power plant supplies the factory with energy. For snacks, we mainly focus on short delivery routes, open declarations, and partners from Germany or Austria. We are transitioning our packaging to recyclable materials and FSC-certified paper.
Wirtschaftsforum: What role does digitalization play in your company, and where does it create concrete innovations?
Jordi Queralt: Digitalization permeates all processes – from logistics and sales to quality assurance. It particularly enhances our competitiveness in e-commerce and digital marketing. It also benefits sustainability management. We are using first AI applications for marketing, sales, and process optimization.
Wirtschaftsforum: What values shape your corporate culture?
Jordi Queralt: About 230 employees from over 20 nations shape our company – from long-standing 'pillars' to new talents. Diversity, appreciation, innovation, reliability, and professionalism. Crucial is the team spirit in interdisciplinary projects. Our strengths lie in the combination of tradition and innovation, as well as in a hybrid market strategy with specialty retailers and strong e-commerce.
Wirtschaftsforum: What topics are on your agenda – and what goals are you pursuing?
Jordi Queralt: In the short term, we must handle global uncertainties and consumer restraint. At the same time, we want to incorporate findings from nutritional and behavioral research into our products. In the long term, we aim to become a leading cat company – with sustainable growth, strong partnerships, and real added value for cat owners.
Wirtschaftsforum: What drives you personally?
Jordi Queralt: My motivation is our employees. I want to create secure jobs that provide meaning, are enjoyable, and allow for development. Equally important to me is social responsibility: through education, economic development, and supporting local projects like 'Homecoming' in Emmerich or the '24-Hour Bike Race' in Kelheim.