Bringing innovation to Europe

As well as supplying existing customers in England, Italy, France and Greece, MBF is expected to build up and service a stronger customer base throughout Europe. Aqua Pet Americas was founded in 1982 and is based in Salt Lake City. Managing director David W. Cole says: “Investment in the European distribution centre, with large-scale storage and production facilities, was necessary and is very important for our expansion.“ According to Cole, demand is growing for the American products, in particular the new special flakes and the range of pelleted food. “Together with these new products, our greatest challenge to date was not development or production, but rather how to get these products into the European market,“ continues Cole. Now the customer only needs to phone or fax MBF to get his order delivered in a matter of days, in contrast to the weeks and even months required for deliveries from the USA. David W. Cole also sees the option of paying in euros as a major advantage for the customers.
David W. Cole, managing director of Ocean Nutrition, says: “Investment in Europe is important for our expansion.“
Erik van den Brande, general director of MBF, says: “We will soon be able to make deliveries. Our first range of deep-frozen products is expected to arrive in Belgium in February, while dry products will arrive considerably earlier.“ Van den Brande’s own market research and visits to fairs in England and Sweden have also revealed a high level of interest in Ocean Nutrition on the part of European customers. MBF sees itself not as “just an importer“ of Ocean Nutrition, but as a constituent part of the large company. “We will also be making a substantial sum available for an advertising campaign throughout Europe,“ says Erik van den Brande. He is currently engaged in building up a field sales team for Germany, France, the Netherlands and other countries.    Phg
The company says its range of pelleted food is becoming increasingly popular with consumers.
At a glance
Aqua Pet Americas is an expanding company that currently employs around 100 staff in Salt Lake City, Utah (USA). Two other factories are operated in Thailand and China. Customers in the USA include public aquariums, pet product businesses and also casinos with large aquariums in Las Vegas. Even the renowned Shedd Aquarium belonging to the Disney Company, Caesars Palace and the Mandalay Bay Aquarium rely on Ocean Nutrition.
MBF Frozen Fish FoodsRijkmakerlaan 152910 EssenBelgiumTel. +32/11/32 36 77-02…