On March 1, 2022, Manna Pro Products, a well-established name in global pet care and nutrition, officially transformed into Compana Pet Brands. This rebranding marks a significant milestone for the company, signaling its evolution and future ambitions in the dynamic pet industry. According to CEO John Howe, this corporate identity change has been in the works for a considerable period, reflecting the company’s dramatic transformation over the past decade.
From Agricultural Roots to Pet-Focused Leader
“Our company’s journey has been remarkable, especially in the last decade,” states Howe. Tracing back 150 years, the company’s origins were deeply rooted in agriculture, primarily focusing on animal feed and related products. Howe, who joined the company 22 years ago, notes that a pivotal shift occurred when the focus turned towards becoming a consumer-centric, pet-focused entity, gradually moving away from its agricultural base. This strategic pivot fueled massive growth. Since Howe assumed the CEO role in 2008, Compana Pet Brands has witnessed an eightfold increase in revenue. This impressive growth is attributed to product innovation, organic expansion, and strategic acquisitions. The rebranding to Compana Pet Brands is a deliberate step to accurately represent the company’s current identity and its future direction in the pet care market.
Multi-faceted Expansion: Portfolio Growth and Strategic Acquisitions
Compana Pet Brands‘ growth story is characterized by multi-faceted expansion. Under its previous name, Manna Pro, the company executed 15 acquisitions in the last decade, including notable names like Oxbow Animal Health in January 2022. This aggressive acquisition strategy, combined with organic growth across all pet food segments, has propelled the company to an impressive US$700 million in revenue.
Howe emphasizes that the humanization and premiumization trends prevalent in the dog and cat food sectors are also gaining traction in other pet categories. Acquisitions like Oxbow Animal Health, a premium brand for small animals, and ZuPreem, a premium indoor bird food brand acquired in April 2021, are strategic moves to capitalize on this trend. “We believe that the growth in consumables for these other pet categories will not only outpace the overall pet industry but potentially even dog and cat, given the nascent stage of premiumization in these segments. Compana Pet Brands is ideally positioned to leverage the evolving consumer mindset towards pets through our premium brands,” Howe explains.
Furthermore, Compana Pet Brands has strategically ventured into the direct-to-consumer (DTC) market with the acquisitions of Bullymake, a DTC dog subscription box service, and Dinovite, an online pet brand specializing in premium whole food supplements and wellness products for dogs and cats.
“Our goal is to meet consumers where they prefer to shop. The DTC channel is increasingly important, and we are excited to tap into this growing market segment,” says Howe.
A significant aspect of Compana Pet Brands‘ growth strategy is aligning with prevailing pet food trends, especially the humanization and premiumization movements that are no longer confined to just dog and cat categories. This is what Howe believes distinguishes the company from its competitors.
“We firmly believe that the humanization and premiumization trends extend across all pet categories, not just dogs and cats,” Howe reiterates. “This has been a key driver of growth for a long time. Our research indicates that pet owners, whether they have a rabbit, guinea pig, dog, or bird, view them as family members. They seek products that reflect this bond, products that help them care for their pets and express their affection. While the specific products vary, the underlying consumer desires are consistent: simple, recognizable ingredients, clean labels, traceability, sustainability, and ethical sourcing. These values are just as relevant to indoor bird food as they are to small animal or dog and cat food.”
Continued Growth on the Horizon for Compana Pet Brands
Compana Pet Brands has successfully transitioned far beyond its agricultural beginnings, and CEO Howe foresees no slowdown in this growth trajectory.
“We see tremendous potential for continued expansion,” Howe states confidently. “This includes further portfolio diversification through strategic acquisitions and product innovation, increased investment in media to enhance brand awareness, and retail expansion both domestically and internationally. The pet industry remains somewhat fragmented, presenting ample opportunities for us to further strengthen our portfolio through carefully selected acquisitions. We fully intend to continue pursuing this strategy.”
Staying ahead of evolving trends and catering to consumers’ preferences across all channels will be critical for Compana Pet Brands to fully capitalize on its growth potential.
“The humanization and premiumization of pet care are now universal across all pet types, and we anticipate this trend to continue,” Howe observes. “This ongoing evolution will drive significant growth in these previously underserved pet categories. While the dog and cat market remains substantial, ownership in other pet categories is steadily rising as a percentage of pet-owning households.”
“For Compana Pet Brands, it all starts with strong brands and exceptional products – that’s the foundation,” Howe concludes. “The next step is ensuring accessibility for consumers, whether through DTC, e-commerce, brick-and-mortar retail, or international markets. Our aim is to have our products available across the entire retail landscape, both physical and virtual, to best serve our customers.”
Looking ahead to 2023 and beyond, Howe remains optimistic about the company’s growth trajectory, fueled by sustained consumer demand, brand expansion, innovation, and strategic acquisitions that solidify Compana Pet Brands as a leader in the pet care industry.
Fast Facts
Headquarters: St. Louis, Missouri, USA
Officers: John Howe, CEO; Dominic Strada, chief sales officer; Steve Townshend, chief supply chain officer; Lora Van Velsor, chief marketing officer; Brian Purcell, chief financial officer; Doug Fichter, vice president of business development
Brands:
Small animal: Oxbow, Manna Pro, Small World
Bird: Zupreem
Dog/cat: Vet’s Best, Natural Care, Fruitables, Bullymake, Doggy Dailies, Nutri-Vet, Simple Solution, Espree, Dinovite, Bags on Board, Out! Pet Care, Wildly Natural, Buffalo Range, Skip & Scamper, ZoGuard Plus, Adventure Plus
Website/Social Media: Compana Pet Brands Official Website, @compana-pet-brands on LinkedIn
Notable: Compana Pet Brands builds upon a legacy of over 150 years in the pet care and nutrition industry.
