Page 39 - PET worldwide issue 04/2022

commented Romano, emphasis- backs distributors in addition to
ing that Mexico is a clear pros- having attractive points of sale
pect for future growth. with affordable prices. As men-
tioned on its website: “Our ex-
Price versus value added tensive experience in animal nu-
The pet food industry in Latin trition has allowed us to perfect
America is characterised by the our formula to offer a complete
dominance of the leaders (men- food with a delicious aroma and
tioned above) and many smaller flavour at an accessible and fair
brands competing with lower price”. Canem Basis kibbles are
prices. Although there is a large produced by a regional maqui-
customer base willing to pay for ladora, Eco Feed, using an ad-
cheap food, large transnationals vanced manufacturing process
and some regional brands may and natural ingredients which
prefer to focus on the growing guarantee complete nutrition
consumer base that appreci- based on principles of safety and
ates value-added pet products. sustainability.
This is because the segment may This is the long and winding road
become an increasingly attractive extending from the producer of raw
niche in the coming years, in a materials to the end customer.
market that is opening at a diz-
zying pace driven by “millennials”
and “generation Z” creating mul-
tiple business opportunities in the
region. Unlike the global leaders,
the small brands that manage to
survive in such a complicated and
competitive scenario are those  Due to its climatic conditions
and soil fertility, Latin America is an
that can adapt to a business ideal place for the development of
model allowing them to form al- the food supply sector, both for hu-
man and animal consumption.
liances with other local producers
to machine and supply the neces- Local producers
sary inputs to offer a product at Small Latin American producers advances also present an oppor-
a competitive price and quality. could address the supply chain tunity to make factories more en-
Canem Basis is a new brand of crisis by establishing a strat- vironmentally sustainable. Small
dog food, originally from Jalisco, egy of producing a substantial regional companies must be flex-
Mexico. It has been increasing proportion of key goods within ible enough to protect against
its market share in the regional the region and replacing large future shocks and think beyond
market by having a well-struc- plants serving global markets short-term survival by develop-
tured marketing department, with a network of smaller, geo- ing long-term resilience in their
knowing its ideal customer and graphically proximate factories. value chains to manage fu-
improving communication with On the other hand, it will help ture challenges. Risk response
the customer through its social to adopt new technologies lev- should become an integral part
networks. It even has its own eraging platforms that support of their regular protocols. n
app and has opened a new dis- applied analytics and artificial in-
tribution network, where it is not telligence to enable them to re-
limited to the end consumer but duce their costs. Many of these

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