Josera eyes good prospects in Asia

Josera recently made its first delivery to the so-called "Middle Kingdom", where it established Josera Pet Food Guangdong in Guangzhou together with a Chinese cooperative partner in autumn 2019. The aim is to service the entire Chinese pet supplies market from there. Since German brands are known to enjoy a good reputation in China, even in the case of pet products, Josera managing director Stephan Hoose believes the company has good market prospects in the world's most populous country of nearly 1.4 bn people.
Asia is not unexplored territory for the Bavarian pet food manufacturer from Kleinheubach. Josera already operates in Malaysia, Korea, Indonesia and Hong Kong and is seeking other partners in Vietnam, Thailand, the Philippines, Taiwan and other countries. The company's export markets include more than 65 nations extending from Europe as far as South America and Africa. Sales from its foreign operations already account for more than 50 per cent of its overall sales, and Josera plans to expand its pet food production capacity further.

Josera is a traditional family-run company and has been involved in the animal feed business for nearly 80 years. Having started out in the production of feed for livestock such as cattle and pigs, it has been manufacturing pet food on a large scale since 1988. The company attaches great importance to producing high-quality food that is as sustainable as possible. It is the first pet food producer to receive DLG certification attesting to the high quality and purity of all the raw materials and additives it uses. Production is environmentally friendly as it is powered by electricity derived from renewable energy. A direct rail connection to the manufacturing plant and favourable transport links enable the company to save on up to 3 200 truck journeys per year, reducing road traffic and environmental pollution at the same time, according to Josera.

The company attracted attention in 2011 with its commissioning of a 30-metre-high, fully automated high bay warehouse constructed from native wood instead of steel. With regard to packaging also, Josera has focused specifically on recyclable polyethylene materials.