Investing millions in the future

The company told PET worldwide that the newly constructed plant, providing an additional area of over 11 000 m2, is currently one of the most modern in Europe. It offers Natures Menu the opportunity to increase its raw food production capacity from 320 t to 500 t per week. And that's not all: the company has also purchased another construction plot of similar size in Snetterton to enable it to expand its production capacity at any time. 
Natures Menu is firmly convinced that its investment in the latest technologies represents a major and logical milestone in the company's 35-year history. "With growth of 15 per cent annually forecast for the market, investing in the future of the cats and dogs we love makes obvious sense," states Craig Taylor, who heads the family firm based in the UK.

The company has channelled investment into product development in particular, putting a seven-figure sum into ultra-modern freeze drying machines. "Product solutions that guarantee the healthy nutrition and development of our pets are one of the growth drivers in the global pet supplies market. In particular, innovations that are not yet available in the European market are a persuasive factor here," says Taylor. "Great demand already exists in the USA for this type of product." Sven Kramer, managing director of Natures Menu Germany, promises that "we, too, will roll out a suitable launch this year to offer the market a product innovation of this kind." 
In line with its mission statement that "natural is best", safe, responsible raw feeding has always been accorded the highest priority by the company, as Taylor and Kramer emphasise. Under the watchful eye of in-house veterinarians and in compliance with the latest, highest quality standards, a wide variety of complete and balanced raw meals is being created in Snetterton in Norfolk, guaranteeing a swift introduction to barf feeding and dispelling all doubts surrounding raw feeding. 

According to Natures Menu's view of the market, more and more pet owners are becoming interested in barfing, but most shy away from the rather complicated preparation of raw meat. With its Country Hunter product line, Natures Menu offers a feeding solution that is intended to give…