________________________________________________________________________________ AlphaPet
Ventures GmbH
together with our end customers. We’ re very close to our customers; we know what they want, and we tailor the recipes to meet their needs.” When it comes to scoping new brands for acquisition, AlphaPet exclusively chooses businesses that operate in line with this commitment to quality. Its first acquisition in the UK, the premium brand Arden Grange in 2022, and the most recent acquisition of JR Pet Products( JR) back in January 2025 are perfect examples of this. Arden Grange is a market leading brand, primarily known for its dry dog food and high-quality nutrition without compromise. The JR business, which is based in Wales, offers a range of all-natural super premium dog treats. Made using high-quality cuts of the finest meats – from beef, chicken and pork to more exotic options like ostrich and camel – JR’ s advocacy for delicious, healthy pet treats enhances AlphaPet’ s portfolio and reinforces its overall ethos.
“ Arden Grange is a market leading UK brand for dry dog food and JR is a market leader in the UK treats segment, so they fit into our portfolio very well,” Marco notes.“ Both brands have a great team sharing the AlphaPet vision and values. The strong JR founders stay on board, and we think that, together with AlphaPet, we can develop the brand even further. Over the next few years, we hope to double the size of the brand and develop it to the next level across the UK and international markets.”
Armed with a strong business strategy and clear vision, AlphaPet is well-equipped for the future. Its ambition will drive the company to further success, which will be evident through additional growth and, of course, the continuing clamor of waggy tails. Concluding our conversation, Marco reveals AlphaPet’ s plans:“ We’ d like to make further acquisitions that align with our strategy to keep delivering high quality pet foods to our D2C customers and B2B partners. We’ re looking to continue to grow organically; two-to-three times market growth is our benchmark, and we’ ve achieved this in the past. The goal of AlphaPet is to be the leading digital brand platform for Europe, across all relevant countries, brands and market segments. Other big markets like France, Italy, Benelux, and the Nordics offer lots of room for growth and some great companies and brands that we’ d love to add to our portfolio. There’ s a lot going on in the pet market right now; I would say that the market is fragmented enough with enough opportunities for us to execute this strategy going forward.” ■
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