Active in over 60 countries

For many years the company’s name has been synonymous with long-standing experience and extensive know-how in the production of high-quality pet food. Versele-Laga is probably the only producer in our industry to manufacture a complete range in its own production plants. In spite of this, the Belgian company regards itself as purely a branded goods company. With its own research centre and its involvement in ongoing studies in conjunction with universities, vets and food scientists, Versele-Laga is able to expand and improve its products constantly. Approx. 220 000 tonnes of special pet food per year are produced at the company’s three production plants at its base in Deinze as well as in Leuven and Ooigem. There is also 30 000 m² of storage capacity for finished goods at Deinze, from where the products are delivered. To utilise the company’s good reputation to even greater advantage, “Versele-Laga” is being positioned with immediate effect as the umbrella brand for the complete range of pet food, and this should gradually filter through to all packaging. The Belgian company is expecting to have 80 to 90 per cent of its products running under the new umbrella brand by the start of 2004.
The company has modern production facilities at three locations – in the photo: the company’s head office in Deinze.
Versele-Laga is currently active in over 60 countries and achieved an increase in sales of over 10 % in the last year with pet food, in spite of the unsatisfactory general economic climate. Exports account for 70 per cent of total sales. The company’s main client countries and strongest sales markets include Germany, France and Belgium. After being known for a long time primarily as a manufacturer of feed for racing pigeons, pedigree fowls and ornamental birds, Versele-Laga has expanded its range considerably in recent years. Today it offers food, snacks and subsidiary products for virtually all animal groups. To be able to pick up on current trends in pet food as quickly as possible, the company employs a product manager for each area, who organizes sales and marketing of the products in cooperation with the research department and sales management.
Versele-Laga invests heavily in research. In the picture: the research laboratories in Deinze.
As Versele-Laga is directing its attention ever more closely to the profitable premium segment with branded lines such as “Prestige”, “NutriBird”, “Orlux”, “Bento Kronen” and “Cavalor”, the company has attracted the…