Five reasons why the pet food industry has a bright and exciting future

Over the past few years, the Pure Salmon Pet Nutrition team has seen some significant changes driving the entire pet food industry upwards.

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Through our market research, discussions, and work with our suppliers, B2B, and B2C customers in Europe, Asia, and the USA, we have been able to identify five significant trends common to all industry players globally, which are:

  1. Humanization
  2. Influence of Millennials and Gen Z
  3. Premiumization
  4. Online sales
  5. Functional recipes

These macro-trends are linked to each other; they fit together perfectly and give a glimpse of a future, albeit full of challenges, that is positive for customers, especially our pets.

These five trends have been, among others, the pillars of our strategy to establish our concept in the long term and to meet the current and future needs of dogs and cats and their owners.

1. Humanization in the pet food industry

The trend towards humanization is to treat pets as family members and provide them with products and services similar to those offered to humans. This trend has been one of the main drivers of the pet food industry in recent years and is expected to continue to exert considerable influence over the next decade.

Several factors contribute to the trend toward the humanization of pet food. One of these is the growing awareness of the importance of a healthy diet for pets. Scientific research into the links between diet and pet health is increasing, and pet owners are now more selective about the food they feed their pets. They are looking for high-quality, natural, and nutrient-rich options.

One concrete proof of this change is the vocabulary used. We no longer say pet owners but pet parents.

Another factor is the growing trend to rely on pets as therapy and emotional support. As pets become essential to their parents’ well-being, the demand for foods that meet their specific needs and preferences is increasing. These include options suitable for animals with allergies or sensitivities and options with functional benefits, such as promoting dental health or reducing anxiety.

The trend toward humanization has had many consequences for pet parents’ budgets. They are willing to pay more for high-quality, nutrient-rich food and therefore see their food budget increase.

As a result, the trend toward humanization has encouraged pet parents to invest in a broader range of products and services for their dogs and cats. These range from grooming and training services to pet-friendly travel options and specialist pet insurance.

In general, the trend toward humanization has had a major impact on the pet food industry and its offerings.

2. Influence of Millennials and Gen Z

Millennials and Generation Z are leading the trend to humanize pet food. These younger generations have grown up with pets and see them as integral family members. They are also more sensitive to the health and well-being of their pets and are willing to pay more for high-quality products and services.

Factors contributing to the influence of Millennials and Generation Z on the trend to humanize pet food include the rise of social media, which makes it easier for younger generations to connect with other pet owners, share information about products and trends, and, most importantly, give their opinions.

This constant sharing of information leads to the booming of specialized pet food products and helps to drive demand.

The “online review generation” relies heavily on online reviews and ratings to make purchasing decisions. These “connected” generations have always had access to a wealth of information and reviews at their fingertips, influencing their purchasing habits.

A second factor is the growing awareness of the environmental impact of food production. Younger generations are more likely to favour sustainability and eco-friendly production. This trend has led to more pet food options based on natural ingredients, high protein content, and offering real functional benefits.

These elements impact pet owners’ budgets, as these high-end products and services are usually more expensive than traditional products.

3. Premiumization is on the rise

Over the last five years, there has been a sharp increase in premium and super-premium brands, and this premiumization is driving the entire market upwards.

Many pet parents are willing to pay more for premium and super-premium brands because they believe these products offer higher-quality ingredients and better nutrition for their pets. These brands may use higher-quality protein sources, such as fresh meat or fish, and may have fewer or no additives and preservatives.

“A premium dog food brand of may use real fresh protein as the primary ingredient rather than dehydrated protein powder.”

Marly Dan Immunity Jerky is composed of at least 60 fresh salmon pulp and natural ingredients fruits vegetables plants and spices Made in France in Pure Salmon Pet Nutrition facility

Pet owners are becoming more aware of the importance of good nutrition for their pets and are willing to pay more for products that provide the best nutrition. This may include brands that use whole, natural ingredients and avoid fillers and artificial additives.

% current value growth2021/222017-22 CAGR2017/22 Total
Dog Treats and Mixers6.7%9.6%58.3%
Dry Dog Food5.2%5.8%32.4%
Economy Dry Dog Food1.4%2.4%12.5%
Mid-Priced Dry Dog Food4.8%4.7%25.6%
Premium Dry Dog Food6.8%7.8%45.8%
Wet Dog Food9.5%9.9%60.0%
Economy Wet Dog Food3.4%3.1%16.6%
Mid-Priced Wet Dog Food6.6%9.2%55.2%
Premium Wet Dog Food12.2%12.8%82.9%
Dog Food6.3%7.4%42.8%

Human health concerns often influence the pet industry, and there is a trend toward more natural and organic products for humans and pets. Premium and super-premium brands may offer these types of products, which can be more expensive. For example, a super-premium brand of cat food may use fresh salmon pulp as the primary ingredient rather than conventional dehydrated salmon.

Premium and super-premium brands offer convenient packaging options, such as pre-measured, individual servings, or easy-to-open containers.

4. Online sales take off all over the world

It has become easy and convenient to buy pet food and treats online in recent years. It is not a coincidence, but a profound and voluntary trend driven by online marketplaces that offer many competitive advantages:

  • Online retailers often offer a more comprehensive selection of pet food and treats, including items that are difficult to find in specialty shops. This endless choice in quality and quantity allows consumers to pick what they want.
  • Online shopping also allows consumers to easily compare prices from different retailers, which can help them find the best deals on pet food and treats.
% Retail value rsp20172022Diff %
Grocery Retailers33.1%29.0%-4.1%
Mixed Retailers14.2%11.9%-2.3%
Non-Grocery Specialists37.9%30.8%-7.1%
Direct Selling0.1%0.1%0.0%
Homeshopping0.1%0.0%-0.1%
E-Commerce8.8%25.0%16.2%
Veterinary clinics5.9%3.3%-2.6%
Total100%100%

E-commerce growth is a global macro trend. In China, the share of pet food sold online will reach 58% by 2022. (source : Euro Monitor 2022)

  • Online retailers offer home delivery of pet food and treats, which can be incredibly convenient for busy pet owners. Some retailers even offer subscriptions, in which pet food and treats are automatically delivered on a regular basis. It is also suggested, by default, to choose the subscription frequency.
  • The proliferation of smartphones and other mobile devices has made it easy for consumers to shop online from anywhere, anytime. This real-time availability has further increased the convenience of online shopping for pet food and treats.
  • Pet parents are becoming more aware of the importance of good nutrition for their pets and are willing to pay more for products that they believe will provide the best nutrition. Unlike the previous generation, online buyers are “label readers”. They take time to study ingredient lists, read reviews and even interact with brands to ask questions, suggest improvements or new products.

5. Functional recipes, a niche that becomes mainstream

Functional pet food and treats are products that are formulated to provide specific health benefits to pets beyond basic nutrition. They are designed to address health issues or improve overall well-being, and often contain added ingredients such as vitamins, minerals, and other nutrients.

Just like humans, small, young, or old dogs and cats have specific nutritional requirements to help them grow and develop in good health.

Functional benefits have become a real entry key for many brands’ product ranges. This proves that we are in a premiumization phase and not anymore focused only on price.

Here are ten examples of functional pet foods and treats:

  1. Skin and coat health: Certain ingredients, such as the omega-3 fatty acids found in salmon, can improve coat conditions, and reduce inflammation in pets with skin problems.
  2. Dental health: Functional dental sticks for pets combine the mechanical abrasion of plaque and tartar with the effects of natural ingredients such as green tea, parsley, and peppermint to limit the growth of bacteria that cause bad breath.
  3. Weight Management: Specific “Low-calorie” recipes help pets achieve and maintain an optimal healthy weight by providing a balanced diet and controlling caloric intake.
  4. Digestive health: Ingredients such as probiotics or prebiotics can help improve the digestive health of pets.
  5. Cognitive function: Recipes that support cognitive function in pets may contain ingredients such as omega-3 fatty acids or antioxidants, especially as they age.
  6. Joint health: Pets with joint problems related to their breed or age may benefit from functional pet foods and treats containing ingredients such as glucosamine or chondroitin, which can help support joint health.
  7. Allergy management: Pets with food allergies or sensitivities can benefit from formulated functional pet foods and treats that may contain hypoallergenic ingredients or be made with limited ingredients to reduce the risk of allergic reactions.
  8. Urinary tract health: Pets with urinary tract problems may benefit from functional pet foods and treats containing ingredients such as cranberries, which can help support urinary tract health.
  9. Heart health: Some functional recipes help to support heart health in pets. They may contain taurine or L-carnitine, which can support heart function.
  10. Immune system support: Functional pet foods and treats may contain antioxidants, which can support a pet’s immune system health. These treats help young and old dogs strengthen or defend their immune system.

Marly & Dan snack is a delicious way of thanking your dog or cat for all the unconditional love it gives you. Sweet attention & a lot of affection.

We, at Pure Salmon Pet Nutrition, work daily to meet pet parents’ growing expectations for quality, transparency, and functional added value in our strategy and product development.

More to explorer

SHIBLEE ALAM

Global Head of Sustainability & Impact

“Over 25 years of experience in Alternative and Sustainable & Impact Investments”

  • Prior to joining Pure Salmon Shiblee oversaw Impact Investments at 8F Asset Management since the firm’s inception in 2016.
  • He was previously in charge of business development for Alternative and Impact Investments at AXA Investment Managers in London, where the team manages a US$ 2 billion+ Impact Investments program and more than US$ 10 billion+ of Alternative Investment Solutions for institutional clients globally.
  • Prior to AXA IM, he was a Senior Sales & Structurer with Lehman Brothers in London in the Hedge Funds Solutions Business.
  • Before Lehman Brothers, Shiblee was based in Paris at Société Générale Asset Management as a Senior Sales & Structurer within the Structured Asset Management unit.
  • In the nineties, Shiblee was a Foreign Exchange derivatives trader with global banks such as BNP Paribas, CIBC and American Express Bank between Paris and Toronto.
  • Shiblee holds an MBA in International Finance from McGill University as well as a Leading Sustainable Corporations Certificate from Oxford University. Shiblee is a CAIA designee.

Jonathan Busnelli

BNF Capital

Jonathan-Busnelli BNF CAPital

"Jonathan Busnelli: BNF Capital investor, ag-tech specialist, board advisor, dual-degree holder."


  • Mr. Jonathan Busnelli has over 5 years of experience in the Investment Team of BNF Capital, a single-family office based in London.

  • Jonathan’s expertise spans across sourcing new investment opportunities, in depth-market analysis, and strategic portfolio monitoring. Throughout his tenure, he’s been involved in over 10 investments primarily within the ag-tech, food-tech, and broader consumer sectors. He serves on the board of multiple companies, advising on strategy, business plan development and M&A.

  • Jonathan holds a BSc in Business Administration and Management from Bocconi University in Milan and a MSc in Political Science from the University of Amsterdam.

Pier Paolo Sfara

8F Asset Management

"16+ years in M&A and finance, roles at Tell Group and Swicorp, executed deals worth USD5 billion, triple master's holder."

  • Mr. Pier Paolo Sfara serves as Partner & Member of the Investment Team at 8F Asset Management. Pier Paolo has over 16 years of experience in sourcing and executing M&A, corporate/project finance, and private equity transactions in Europe and MENA.

  • Prior to joining 8F in 2021, he was a Director at Tell Group on various teams including private equity, corporate finance, and M&A and project finance, with private equity deal experience in Algeria, Morroco, and Tunisia. Prior to that, he was a Partner at Cornerstone, an investment and advisory firm based in the UAE and Saudi Arabia, heading M&A activities and working on strategic consultancy mandates.

  • Prior to that, he worked 7 years on the M&A corporate finance advisory team at Swicorp, a leading regional investment bank, participating in several high-profile cross-border M&A transactions, major capital raising and project finance, and restructuring transactions, for a combined value in excess of USD5 billion.

  • Prior to Swicorp, he was based in London and worked in the M&A team at Mooreland Partners (Stifel Corp.), a global boutique investment bank, advising several clients on buy-side and sell-side M&A transactions in the TMT industry. He studied Economics of Public Administration at Bocconi University in Milan and holds 3 Masters in Finance and Business from ESCP Business School and The City University, London.

JEFFREY LAU

8F Asset Management

"Over 17 years in legal counsel, led 8F's global legal team, expertise in Asia-Pacific private equity, trilingual, qualified in three jurisdictions."

  • More than 17 years of experience as legal counsel in private equity and corporate finance.
  • Based in Hong Kong and joined 8F Asset Management as Global Head of Legal, in Q4 2021.
  • Prior to 8F, was Senior Counsel with Coatue, a New York-based hedge fund and venture capital fund, where he was overseeing all legal and compliance matters in Asia, with a particular focus on the execution of venture and growth capital investments in China and India.
  • Prior to Coatue, spent more than 8 years at The Carlyle Group, where he was Director and Senior Counsel, and was responsible for legal, compliance and transactional matters for their Asia-Pacific funds and operations. During his time at Carlyle, actively participated in several high profile, highly successful and complex private equity transactions.
  • Started career at a magic circle law firm Clifford Chance, and later worked as in-house counsel at Morgan Stanley and C.V. Starr.
  • Holds Master of Laws and Bachelor of Commerce degrees from the University of New South Wales.
  • Fluent in English, Cantonese and Mandarin, and is a qualified lawyer in England and Wales, Australia (New South Wales) and Hong Kong.
  •  

Axel-Rainer Hoffmann

Volkswohl Bund

"Two decades in insurance, pivotal roles at AXA and Volkswohl, CFA and MBA."

  • Axel Hoffmann has 20 years of experience in insurance, reinsurance and asset management. Starting at Munich Re, he had responsibilities ranging from financial reinsurance, corporate finance, M&A, risk capital modelling and asset liability management to Solvency II. Afterwards, Axel served AXA Germany as director for asset liability management, investment strategy and alternative investments and then joined AXA Belgium as a board member and CIO, where he was part of AXA’s global CIO team, which is responsible for € 600 billion of insurance investments.

  • Since 2013, Axel has been a board member and CIO of Volkswohl Bund insurance group. Reshaping investment strategy, risk capital and adding new asset classes with a specific focus on alternative assets, which has been honoured with awards for best insurance company and best alternative assets investor (by portfolio institutionell magazine).

  • Axel holds a diploma in mathematics from Ludwig Maximilians University Munich and earned the M.B.A. degree at The College of Insurance, New York, N.Y. He is member of the German Actuarial Association (Aktuar DAV) and CFA charter holder.

     

Paul Miliotis

Partner at 8F Investment Partners/ Chairman at Pure Salmon France

"EMLV graduate, 16 years in banking, Santander and Deutsche Bank leader.""

  • Paul Miliotis has over 16 years of experience in investment banking and asset management including 13 years at Deutsche Bank. Prior to joining 8F, he was Executive Vice-President at Santander International heading the Ultra High Net Worth practice in Europe.

  • Prior to Santander, Paul was Director in Corporate Finance within the Financial Sponsors team at Deutsche Bank covering Sovereign Funds, Pension Funds and Family Offices. Previously, he was Director for the Alternatives & Fund Solutions group at DeAWM in the DB Private Equity team. Initially started at Deutsche Bank in Corporate Finance where he held various positions in the TMT and Real Estate, Gaming, Lodging and Leisure teams.

  • Paul graduated from EMLV in Paris with Master in Corporate Finance.

Karim Ghannam

Co-Founder & Partner at 8F Asset Management

" 20 years in banking, led billion-dollar asset ventures."

  • Karim Ghannam is based in Singapore and has 20 years of experience in fund management and investment banking. Karim was the Managing Director and Head of Alternatives & Fund solutions in Asia Pacific for Deutsche Asset & Wealth Management. Karim’s responsibilities included oversight of the bank’s hedge fund, private equity/private markets, third-party mutual funds and retirement/hybrids groups in the region. He was a member of the Alternatives and Fund Solutions Executive Committee and the Deutsche Asset & Wealth Management Asia Pacific Executive Committee.

  • Karim joined Deutsche Bank Group in 2011 with 14 years of industry experience. Prior to that, Karim was the global co-head of DB Private Equity & Private Markets – Deutsche Bank’s US$11 billion AUM primary, secondary and co-investment platform – and co-chair of the Global Investment Committee. He was the Global Head of Private Markets within Deutsche Bank’s Wealth Management business with overall responsibility for product selection, structuring and management within the private equity, real estate and credit space.

  • Before joining Deutsche Bank Group, Karim was at Argan Capital, a European mid-market private equity fund whose predecessor was Bank of America Capital Partners, where he spent 10 years, most recently as a Partner responsible for principal investments. Karim was a member of the investment committee at Argan Capital and helped oversee over €600m of investments. Karim led a number of European private equity deals, including structuring financing, implementing strategic change and exercising executive and board control. Prior to joining the Argan team in 2001, he worked with Merrill Lynch in London and Lehman Brothers in New York, where he concentrated on financing and M&A transactions for industrial growth, energy and power, and telecommunications companies.

  • Karim holds a Masters degree from the Ecole des Hautes Etudes Commerciales and a Bachelor of Commerce from McGill University.

Stephane Farouze

Founder & Chairman of Pure Salmon & 8F

"Over 25 years of investment experience"

  • Prior to founding of 8F and Pure Salmon, Stephane was Chairman of Alternatives for Deutsche Asset & Wealth Management. Before moving into that role, he was the Global Head of Alternatives and Fund Solutions and Member of the DeAWM Executive Committee. Stephane spent three years as a member of the Management Executive Committee for both Deutsche Asset Management and the Private Bank. As Head of Alternatives and Fund Solutions, Stephane’s team managed more than 200 professionals globally and was directly responsible for a total of US$50 billion of assets in Private Equity, Hedge Funds and Retirement Solutions.
  • Prior to that, Stephane served as the Global Head of Deutsche Bank’s Fund Derivatives and Hybrids Group within the Corporate Bank & Securities division, during which time the team was awarded the Risk Magazine award for ‘Hedge Fund Derivatives House of the Year’ 6 times in a row, the HFM award for ‘Best Overall Investment Platform’ and ‘Best Managed Account Platform’ twice, as well as various UCITS Platform and Product awards. In addition, Stephane was Awarded ‘Best Active Manager’ by Risk Magazine in 2002.
  • Before joining Deutsche Bank, Stephane was a Partner at Paradigm Global Advisors. He was also the Global Head of Sales and Structuring at Societe Generale Asset Management. Stephane has also worked at other financial institutions such as BNP, Commerzbank, Smith Barney and Paine Webber. Until 2009, Stephane was also a Director of Tarrant Apparel Group, a company listed on the Nasdaq since 2003.
  • Stephane holds Bachelor of Science in Applied Arts and Sciences and a Business Administration Degree in Finance from San Diego State University.

michael ruben

Global Head of Pet Nutrition

Michael-Ruben-Pure-Salmon-Pet-Nutrition-Expert

"18 years of experience in large Agri-tech-finance projects"

  • Pet Nutrition operations management, including planning, budget management, and coordinating all working parts of the division. Client-centric, results-oriented leader with a strong track record of performance in high-paced organizations. Utilize keen analysis, insights, and team approach to drive organizational improvements and implement best practices.
  • Michael firmly believes that pets deserve the best care and a balanced diet to enable them to live long and happy lives alongside us. Pure Salmon’s commitment to the health and well-being of pets is reflected in every product.
  • Former Managing Director of 4F investment Solutions in Tel Aviv, Israel, a leading Israeli consulting and third-party marketing firm within the Investment and Distribution areas.
  • Previously was the Founder and CEO of Hub-Square Ltd, Tel Aviv, Israel. Hub-Square was a B2B Cloud Provider specializing in Orchestration and Virtualization solutions. Michael has created a high-quality proprietary Cloud Platform with one of the most innovative orchestration tools for Desktop as a Service (DaaS).
  • Spent 7 years as Head of Wholesale Distribution at Robeco France, in Paris. Robeco is an international asset manager offering an extensive range of active investments, from equities to bonds.
  • Michael holds a Master of Science – Bank, Finance & Insurance from the University of Paris X, and a Bachelor of Science – Economics & Finance from the University of Paris I Pantheon-Sorbonne.

FIONA LEWANDOWSKI

Global General Counsel

“Over 22+ years legal and compliance experience across various industry sectors"

Fiona is a qualified lawyer (LLB (hons)/ BA), general counsel, compliance officer, and c-suite executive with over 22 years of experience in both private practice and in-house with global multinationals, public companies, and local conglomerates in various industry sectors including energy/utilities, technology, and retail. Fiona has experience developing, managing, and leading global legal and compliance functions for companies operating in multiple jurisdictions.

Fiona’s international legal experience is diverse and includes working for multinational companies, such as Yahoo!, Tabreed, Palm Utilities, and Damas International. Fiona commenced her legal career in Australia, working as a legal officer at the Parliament of Victoria. Then she moved into private practice where she practiced as a corporate attorney for Australian and global law firms DLA Piper and Corrs Chambers Westgarth. Fiona holds a Bachelor of Laws Degree (Honours) (LLB), and a Bachelor of Arts Degree (BA).

Colin Mcdaid

Global Chief Financial Officer

"Over 25 years experience in senior positions in international companies including in the development, construction and aquaculture industries."

  • Was Chief Commercial and Financial Officer (CCO/CFO) at Turner International Middle East for five years. TiME is a project and construction management consultancy active across the Middle East and known for complex mega projects such as Burj Khalifa, Dubai Mall and the Louvre, Abu Dhabi.

  • Was Head of Finance at Msheireb Properties for four years, a start up company, financing and developing the USD6 billion Msheireb Downtown Doha development in Qatar.

  • Was Group Financial Controller and Investor Relations Officer at Cermaq PLC for seven years. Working on establishing and running the corporate control environment, acquiring and integrating farming subsidiaries and supporting the business through listing in Oslo.

  • Colin holds a Bachelor of Commerce degree from the University of Edinburgh, a Master of Laws degree from Northwestern University and an MBA degree from ESCP.

  • A member of the Institute of Chartered Accountants of Scotland (ICAS), Colin began his career with Arthur Andersen based in Edinburgh.

Xavier Govare

Chairman, Pure Salmon France

"Over 30 years of experience in the food industry, including 15 years as Chairman and CEO of Labeyrie Fine Foods (LFF) Group."

  • Over 30 years of experience in the food industry, including 15 years as Chairman and CEO of Labeyrie Fine Foods (LFF) Group.
  • Chairman and CEO of the Labeyrie Fine Foods Group since 2002, Chief Executive Officer since 2000, and Sales and Marketing Director from 1989 to 1999. Significant shareholder of the LFF Group since 1999.
  • Business leader who led the creation, in 27 years, of Labeyrie Fine Foods, a well-recognised food group, through aggressive organic growth policies, as well as 12 acquisitions and creation of synergies:
  • Turnover increased from EUR 30M in 1989 to EUR 1.1 Billion in 2016
  • EBITDA X 30 in 25 years
  • Expert in strategic vision, marketing strategy, brand development, private label, sales strategy, product innovation, as well as in P&L, and Working Capital & Investment management.
  • Excellent knowledge of European markets, of food customers and consumers in supermarkets, in food service distribution, and in specialised channels.
  • Great knowledge of the industrial food sector with more than 20 factories under management.
  • Expert in bank financing and high-yield debt raising.
  • Experiences with 3 types of shareholders: Listed company (France and Iceland), Company under LBO (3 different sponsors), Private company (foreign shareholders).

LFF Group’s main companies: Lyons Seafoods, Farne of Scotland, Labeyrie, King Cuisine, Père Olive, Blini, Le traiteur Grec, Delpierre, Labeyrie Traiteur Frozen, Salé Sucré.

Track Record: 

  • Building of a benchmark food group in Europe with the vision of being the leader of Pleasure and Trendy Food sector.
  • Turned around a loss making company in 1989 into a solidly and continuously profitable company for the last 25 years since then.
  • Internationalization of the LFF Group. Exclusively French until 2000, LFF is today international with 45% of turnover originated outside of France.
  • Business diversification: smoked salmon and foie gras until 2000, multi-product and multi-market today.
  • Building, year after year, of solid leadership positions in all its markets and in several countries, with very strong brands in terms of image and reputation: Labeyrie, Blini, Delpierre, Farne of Scotland, Lyons Seafoods, Père Olive, etc.
  • Successful and continuous management of the Group with 6 shareholding changes over the last 17 years and several refinancing of all types.
  • Creation of a very professional management team, that is committed, senior, and loyal to the group, with a shareholding stake of up to 15%.
  • Close and regular management of a team of 7 General Managers, each in charge of their Business Unit and surrounded by a comprehensive management teams.
  • Management of the Group’s Finance and Administration Unit in charge of group financing, of the consolidation of Business Units’ results, of group management control, and of shared support functions between the Business Units.
  • Responsible for the management of the industrial Investment plan of EUR 35M per year.
  • Performance management within highly framing Business Plans and Budgets.

Directorships: Snacks International, SIA Group Savencia Fromages and Dairy, Logismose Meyers Denmark, Alliance Etiquettes and Family Service.

  • Over 30 years of experience in the food industry, including 15 years as Chairman and CEO of Labeyrie Fine Foods (LFF) Group.
  • Chairman and CEO of the Labeyrie Fine Foods Group since 2002, Chief Executive Officer since 2000, and Sales and Marketing Director from 1989 to 1999. Significant shareholder of the LFF Group since 1999.
  • Business leader who led the creation, in 27 years, of Labeyrie Fine Foods, a well-recognised food group, through aggressive organic growth policies, as well as 12 acquisitions and creation of synergies:
    o Turnover increased from EUR 30M in 1989 to EUR 1.1 Billion in 2016
    o EBITDA X 30 in 25 years
  • Expert in strategic vision, marketing strategy, brand development, private label, sales strategy, product innovation, as well as in P&L, and Working Capital & Investment management.
  • Excellent knowledge of European markets, of food customers and consumers in supermarkets, in food service distribution, and in specialised channels.
  • Great knowledge of the industrial food sector with more than 20 factories under management.
  • Expert in bank financing and high-yield debt raising.
  • Experiences with 3 types of shareholders: Listed company (France and Iceland), Company under LBO (3 different sponsors), Private company (foreign shareholders)

LFF Group’s main companies: Lyons Seafoods, Farne of Scotland, Labeyrie, King Cuisine, Père Olive, Blini, Le traiteur Grec, Delpierre, Labeyrie Traiteur Frozen, Salé Sucré.

Track Record: 

  • Building of a benchmark food group in Europe with the vision of being the leader of Pleasure and Trendy Food sector.
  • Turned around a loss making company in 1989 into a solidly and continuously profitable company for the last 25 years since then.
  • Internationalization of the LFF Group. Exclusively French until 2000, LFF is today international with 45% of turnover originated outside of France.
  • Business diversification: smoked salmon and foie gras until 2000, multi-product and multi-market today.
  • Building, year after year, of solid leadership positions in all its markets and in several countries, with very strong brands in terms of image and reputation: Labeyrie, Blini, Delpierre, Farne of Scotland, Lyons Seafoods, Père Olive, etc.
  • Successful and continuous management of the Group with 6 shareholding changes over the last 17 years and several refinancing of all types.
  • Creation of a very professional management team, that is committed, senior, and loyal to the group, with a shareholding stake of up to 15%.
  • Close and regular management of a team of 7 General Managers, each in charge of their Business Unit and surrounded by a comprehensive management teams.
  • Management of the Group’s Finance and Administration Unit in charge of group financing, of the consolidation of Business Units’ results, of group management control, and of shared support functions between the Business Units.
  • Responsible for the management of the industrial Investment plan of EUR 35M per year.
  • Performance management within highly framing Business Plans and Budgets.

Directorships: Snacks International, SIA Group Savencia Fromages and Dairy, Logismose Meyers Denmark, Alliance Etiquettes and Family Service.

Frederic VERBEKE

Global Head of Sales & Processing

"Over 25 years of experience in the seafood industry"

  • Prior to joining Pure Salmon was the Co founder of IOD processing and IOD seafood
  • Trading Consultant  for processing facilities over the world
  • Specialized in salmon marketing and processing
    • Set up the logistics of importing fresh salmon from Norway and re-exporting frozen finished products to France and Ukraine.
    • Implemented a frozen salmon and cod production line at the UXPK factory in Kiev. Oversaw R&D and sale of finished products
    • Co-owner during 5 years of Dasson production in Poland. Processing of Atlantic salmon and Atlantic cod for the main private labels of the French market (Système U, Leclerc, Casino, Monoprix, Intermarché). In 2015 the factory processed 17,000 tons of raw material
    • Former consultant for Ocean Catch (New bedford USA) for the setting up of a processing line of Crab claws and IQF scallops for the French market
    • Set up the fish processing line in Tanford Foods in Qingdao (China) for the processing of wild salmon, Alaskan pollock and Pacific cod
    • Implemented the logistics of importing frozen on board whitefish from Norway and re-exporting frozen finished products to France in China. Set up of a frozen Atlantic cod production line at the Unibond factory in Qingdao. Oversaw R&D and sale of finished products
    • Implemented the U brand (seafood products) in partnership with Système U
    • Sales director for Nanaimo, an Atlantic salmon farmer in Chile, for fresh and frozen salmon portions
    • Spent 3 years in Chile as Sales Manager of Pro Austral in Chile, a processor of frozen crab and mussels, where he set up a network of distributors on the east coast of the USA

Kent Kongsdal Rasmussen

CEO Pure Salmon Kaldnes

"35 years of business experience at an international level"

  • CEO of Pure Salmon Kaldnes (4 years in charge of Krüger Kaldnes / Pure Salmon Kaldnes)
  • General Manager for Veolia Aquaculture and CEO of Krüger Kaldnes (Norway), a turnkey technology supplier of fish farms for the Aquaculture industry, a Market leader in Norway.
  • Heading the Acquisition process for Veolia Aquaculture of finding a new owner, resulting in 8f / Pure Salmon taking over the company
  • Prior to Veolia and Pure Salmon was, for 6 years, global CCO  and General Manager for subsidiaries in Denmark and Germany for Puregas Solutions, having an ownerships position and was part of developing the company from an insignificant small company in Sweden to one of the leading turnkey biogas upgrading companies within Europe and was part of the sales acquisition process of the company to the Finish multinational company Wärtsilä (company valuation from 1 m€ to 35 m€ and achieving market leadership in several countries).
  • European sales director and business unit manager (Spain) for Gerresheimer plastic packaging within the pharmaceutical sector, developing and implementing a new commercial strategy for the company and in a very competitive market lifting the revenue/EBITDA and accessing new key accounts.
  • President Global Sales for Danfoss heating segment (largest industrial company in Denmark) present in nearly 90 countries around the world with direct staff responsibility of 430 people and 2.500 indirectly. Developed and implemented a “4C change program”  giving a substantial lift to revenue (total scope of 1 bn$) in a market with strong competition. Established Danfoss Turkey and took the role as Chairman of the board, developing the company to 25 m$ turnover within 2 years. Was trusted with roles as Board Member in various subsidiaries of Danfoss.
  • 11 years in Société de Saint Gobain in different jobs as North America Director, Sales Companies Director, Market Director and Business System Director all in different business areas with significant staff responsibility and full P&L responsibility (up to 200 m$). Was taking up responsibility within General Management, Sales, Marketing, Market & Loyalty platform, Supply chain, Procurement,  Business Systems (ERP, CRM, BI etc.) and R&D.
  • 11 years in Shell in different jobs as Project manager, Product Manager, European Sales Manager, Key Account Manager and Business Auditor on European group level.

NICOLAS METRAL

Global Head of Construction

"Over 25 years of experience working for Engineering, Procurement and Construction"

  • Over 25 years of experience working for Engineering, Procurement and Construction (“EPC”) contractors in the oil and gas, energy and environment industries, spanning across project management of large-scale industrial projects, set-up and management of project controls on mega projects, progress monitoring, earned value reporting, cost engineering, risk management, material control and bid preparation for EPC projects.
  • Prior project experience includes thermal power plant, Liquefied Natural Gas (“LNG”) regasification terminal, desalination, onshore pipeline waste-water treatment and organic waste treatment projects.
  • Most recent 10 years of working experience focused on waste-water and organic waste treatment facilities in roles across various countries, Canada, Hong Kong, China, France and Australia.
  • Joined Pure Salmon from Suez, a world leading water and waste management solution provider, where he was the Project Director of two Design, Build and Operate (“DBO”) contracts for anaerobic digestion and composting of Sourced Separated Organic Waste in Montreal, Canada.
  • Over 7 years at Suez, where he held other titles on different projects, such as Senior Project Manager for the design and construction of the first anaerobic digestion facility for organic waste in Hong Kong, and Acting Execution Director and Director of Project Controls in the treatment infrastructures department.
  • Spent 3 years at Thiess Degremont as Director of Project Controls for the Victoria Desalination Project (project cost of AUD4.0 billion), including offshore intake and outlet structures, extensive tunnelling works and off-take pipeline and transfer pumping stations, underground high voltage cable, and the project’s reverse osmosis plant.
  • Wide international working experience, having carried out project management roles in Australia, North and West Africa, Hong Kong, India, Indonesia, China, France, Finland and Spain.
  • Master degree in Mechanical Engineering from Université de Technologie de Compiègne, France.

David Cahill

Global Head of Production

"28 years of experience with the largest salmon producers in the world"

  • Fish production operations management and new project development expert with 28 years of international experience, majority of which was with some of the biggest salmon producers in the world.
  • Former Consultant and Program Manager of an aquaculture development program funded by Saudi Arabia’s Ministry of Environment, Water & Agriculture. This program is focused on achieving targets in the 2030 economy diversification vision of developing 600,000 tons of cage finfish aquaculture production.
  • Previously was Director of the Fish Business Unit of Saudi Arabia’s largest shrimp and fish aquaculture operation. He installed 3 new offshore farms in 2 years with combined capacity of 15,000 tons. He overcame technical problems in the broodstock/hatchery, expanded the business into fish processing, and latterly managed international sales and logistics. Over his 3 years of service, he built up a high performing international team through all levels.
  • Spent 5 years as the General Manager of Aquaculture for Huon Aquaculture, Australia’s second largest salmon producer. He trebled production to 15,000 tons per annum and covered marine site management, boat building, new site and equipment development, fish health management, feed development and contracts, environmental management of operations, R&D, government liaison, and obtaining global certifications. He also strategized 5-Year growth and development plans with budget and KPIs (financial and operational), and recruited and developed a high performing management team. The Huon business
    achieved a successful IPO at the end of his tenure.
  • Also served as Hatcheries Manager at Huon Aquaculture for 3 years, responsible for the operation of 5 hatcheries and the development of 2 large RAS systems.
  • For 6 years was a Regional Business Manager for the world’s largest Atlantic salmon farmer, Marine Harvest (“MH”), in Scotland, in charge of production of 18,000 tons per annum from 17 farms and 125 employees. Was part of select team that achieved compound growth of 36% per annum for the company via organic expansion and acquisition, and cut operating costs by 25% through business evolution. During his 18 years at MH, he developed an in-depth understanding of farm management and operating / technical processes, feed development and strategies to optimize fish performance and risk management.
  • Also served as Fresh Water Manager for MH in Scotland for 5 years, responsibilities included production of 12 million smolt, 18 million fry and 50 million eggs from 2 broodstock farms, 9 Loch sites and 7 hatcheries including 2 RAS farms. Part of the team that led the merger of 2 of the largest salmon farming businesses in Scotland