Double the revenue

Mr Jakub Majer, what are your goals with Vafo Group here at Zoomark?

We have three main objectives: First, to meet with our existing customers. Second, to explore new opportunities in untapped countries and business segments. And third, to showcase our latest product innovations.

Could you walk us through the new products Vafo Group is presenting at Zoomark?

Certainly. We’re expanding our range of dog treats. Over 60 per cent of pet dogs worldwide are mini breeds, which is why Brit Care Mini now includes functional treats tailored to their fast metabolism, sensitive digestion, and unique nutritional needs.

The Brit Care Cat dry food line with Raw Delight is also growing, with two new formulas that combine fresh and freeze-dried meats to enhance palatability—specifically designed for sterilized and long-haired cats. We’re also introducing Collagen Chews under the Brit brand. These support joint health, skin elasticity, and dental hygiene.

Our Brit Veterinary Diets line has been expanded with new recipes: Gastrointestinal High Fibre for Cats, Gastrointestinal Junior for young pets, Gastrointestinal Small Breeds for smaller dogs, Hypoallergenic Hydrolyzed for food sensitivities, and Renal for heart and kidney support.

From our PetCo brand, we’re launching Wow Dog Meat Bars and Wow Cat Soft Sticks. We’re also proud to welcome the Finnish brand Dagsmark to the Vafo Group family.

Finally, Prima Dog has received a packaging redesign—recognized with both World Star and Scan Star awards—and we’re introducing the new Prima Small Pets line for rabbits and rodents.

Where do you see Vafo heading in the coming years?

Last year, we defined our strategic goals for 2030. First, we aim to double our turnover. Second, we plan to significantly expand our cat product portfolio. The cat segment is growing faster than the dog segment, and we want to capitalize on that—without reducing our commitment to dogs, of course.

Third, we’re focusing on growing our D2C sales. And fourth, we’re committed to strengthening our corporate culture. You can’t double your revenue without taking care of your people. Happy employees are the foundation of a successful company.

Are there any current expansion plans?

Europe remains our core market, but we’ve had promising discussions with potential partners from Israel and Asia. Today, we serve 90 countries with a team of 1 100 employees and nine factories across Europe. Trade shows like Zoomark are great because you never know who you’ll meet.

Ultimately, our mission is to bring our logo to life: We make food, snacks, and supplements for pets with joy and love, to provide the best care.