Blaufelden family firm conquers the world

Apart from its population of around 5 000 inhabitants, the small municipality of Blaufelden is home to Bosch Tiernahrung, one of Germany's leading manufacturers of dog and cat food. The company was founded back in 1960 by Kurt Bosch and at that time it engaged in the production and distribution of mineral feeds, vitamin concentrates and ready-made feeds for livestock. Pet food distribution followed 24 years later and in 1990 the company began to export its products. The next major milestone was in 2001, when the production of agricultural feeds ceased at the plant in Blaufelden-Wiesenbach. Bosch Tiernahrung then concentrated exclusively on the production of food for dogs and cats. That year had an added significance for cats in particular, because it saw the launch by the company of the Sanabelle cat food line, which still exists today. The line was steadily expanded in subsequent years to include products such as the Dental, Urinary, Vitality and Hairball varieties. In 2012 the company followed the trends towards the inclusion of exotic meat varieties in cat food on the one hand with Sanabelle Ostrich and grain-free food on the other with Sanabelle No Grain. The complete Sanabelle line underwent a relaunch in 2014 in time for Interzoo, Bosch's aim being to gain new market impetus with the brand through an attractive new design in combination with new recipes and improved acceptance. All Sanabelle recipes are now devoid of gluten-containing grain and are produced instead using potato and millet along with fresh poultry meat. Two new products, Sanabelle Soft and Sterilised, were also presented at Interzoo.

Strong expansion drive
To ensure that Bosch products not only excelled in the German market but also attracted buyers abroad, the company was quick to begin exporting them. Since exports started in 1990 the company has steadily widened its distribution area. "Our products are now sold in over 40 countries. We are represented in all European states as well as in Japan, Singapore, Malaysia, Iran, Israel, South Korea, China and Russia," says export manager Jan Vos. The distribution system is the same for all countries. "We have a dedicated importer in each country with whom we work closely together." The "Made in Germany" tag is key to the…