Source:
https://scmp.com/country-reports/country-reports/topics/australia-business-report-may-2019/article/3011270/real-pet
Country Reports

Real Pet Food Company brings global brands to China

  • Aiming to be among the industry’s top five companies worldwide, Real Pet Food welcomes partners
Germaine Chua, regional director for Asia and Europe

Country Business Reports interviews and articles by Discovery Reports www.discoveryreports.com

Following the entry of its new Asian partners that include Temasek from Singapore, and CIC International, New Hope Group and Hosen Capital from China, Real Pet Food Company is moving incredibly swiftly to get a foothold in Asia.

“Our new key shareholders are very excited to be in the pet food category,” says CEO David Grant. “There has been a major change in direction from the strategy of the previous ownership as we shift our focus more on Asia, specifically China.”

Real Pet Food has opened an office in Shanghai and completed early this year its new global headquarters in Singapore that will also oversee operations across the region. Using predominantly e-commerce platforms such as JD.com, Tmall and Alibaba, Real Pet Food is bringing into China a diverse repertoire of premium pet food brands known the world over for superior quality, ethics and traceability.

Chinese consumers are looking for something authentic. Their pets’ food should have all the quality ingredients resembling something they would also eat because pets are now considered as family members Germaine Chua, regional director for Asia and Europe

These include Billy + Margot from Britain. Developed by canine nutritionist Marie Jones, the brand offers an array of nutritionally balanced recipes incorporating fresh natural proteins and superfoods. The Farmers Market brand, on the other hand, boasts farm-to-bowl freshness. Such superior quality has earned for the label Australia’s 2018 Product of the Year Award in the Pet Care Category. Completing Real Pet Food’s brand portfolio are Natures Goodness, Ivory Coat, Nature’s Gift, Fussy Cat, and Love’em.

“We are targeting a whole new group of consumers comprising millennials who are engaged pet owners,” says Germaine Chua, regional director for Asia and Europe. “I think Chinese consumers are looking for something authentic. Their pets’ food should have all the quality ingredients resembling something they would also eat because pets are now considered as family members. We are very proud of our products, which offer high-quality and natural ingredients that meet the desires of Chinese consumers.”

Aiming to be among the industry’s top five companies worldwide, Real Pet Food welcomes partners as it grows in China and other markets in Southeast Asia. The company is open to acquiring other brands and working with regional distributors, e-commerce platforms, media agencies and other companies related to pet care.

“We are considering all our options,” Grant says. “The potential in the pet food sector in Asia is enormous for those who want to get involved in this business in any way, shape or form.”