News Europe

Affinity steps up the pace
The number of European countries in which pet food manufacturer Affinity (products: “Advance”, “Brekkies”, “Play Dog” and “Premium”) has a foothold is growing, according to managing director Carlos Argente, in an interview with PIE. Following the start-up of the company in France and Italy in the spring with its own branches and marketing team and the relaunch of the premium brand “Advance”, the activities of the Agrolimen subsidiary in Germany in recent weeks are about to make an impact. As of 20 June, marketing will officially no longer be handled via Masterfoods and Royal Canin but by Affinity Deutschland, based in Cologne. Affinity now also has its own sales team in the UK, although brokers are instrumental in supplying the wholesale and retail trade.
Affinity had a large stand at the Paris show.
Market launches are planned for Austria and Poland in July, probably followed by Switzerland at the start of next year. The markets in the Benelux countries and Scandinavia are to be supplied by distribution partners for the time being.
12th Zoosphere in St-Petersburg
Last year the exhibition attracted 120 exhibitors and 13,000 visitors,
The Russian pet fair Zoosphere will take place from 19 to 22 November at the Lenexpo Exhibition Centre in St-Petersburg. According to the organizers Zoosphere is the biggest specialized fair of goods and services for pets in Russia. Last year the exhibition attracted 120 exhibitors and 13,000 visitors, many of them specialists from 20 countries of the world. email dosug@peterlink.ru
Mars to pursue Tetra
The Mars Group is going on the offensive in the aquatics sector. Following its takeover of Rena, the group also acquired the American company Aquarium Pharmaceuticals (API), regarded as one of the leading suppliers of water treatment agents for aquariums and garden ponds. With Rena and API, the Mars Group has a complete product range with which to embark on its pursuit of the market leader Tetra. To this end, an extended range of fish food has been launched under the “Aquarian” brand, which is now being marketed in the UK and France. Mars intends to concentrate for the present on its core markets in the USA, UK and France, but has its sights set on a leading position in the global fish-keeping market in the medium to long term. Aquarian is already the market leader in the UK. See Page 28 for a more detailed report.
Polaqua marketing Dupla/Red Sea
The aquatics company Dupla/Red Sea has acquired a distribution…