Dagsmark Petfood, a Hankasalmi-based company specializing in pet foods, recently concluded its acquisition by VAFO Group, a major European producer of super-premium pet foods. This acquisition, finalized in late January, strategically positions VAFO Group as a dominant player in the Nordic pet food market. Under VAFO Group ownership, Dagsmark’s operations, including its production facility in Mellilä near Turku, will continue, ensuring continuity in the production of both dry and wet pet foods, as well as treats for dogs and cats. The move is significant for VAFO Group’s subsidiary, Prima Pet Premium, already active in Finland, offering an enhanced market position and potential avenues for expansion into other Nordic territories. The acquisition brings together Dagsmark’s expertise in wet pet food production with VAFO’s commitment to sustainable practices and the production of premium pet food using locally sourced ingredients.
In Finland, VAFO Group is currently represented by its subsidiary Prima Pet Premium, which also operates a new dry food factory under the name of VAFO Finland. That facility opened last year and is the result of more than 20 million euros in investment. Dagsmark joins the two companies as they prepare to undertake further expansion of VAFO Group in the local market.
“This is a strategic move for the VAFO group and especially for Prima Pet Premium, the producer of the best-selling pet food in the local market, Hau-Hau Champion. Together with the wet food production of Dagsmark, we will strengthen our position, but it also creates opportunities to expand into other Nordic markets ,” says Timo Pärssinen, CEO of Prima Pet Premium.
Dagsmark primarily specializes in the development and production of wet pet foods, thus complementing VAFO Group’s production portfolio in the Finnish market. The acquisition includes Dagsmark’s production facility in the town of Mellilä, located approximately 60 km northeast of Turku.
Riikka Koskenohi, CEO of Dagsmark Petfood, sees many positives in the acquisition: “This is a very good thing for us. With a new owner, we gain additional resources, expertise, and the opportunity to invest more in development”.
The products of the Finnish company, which was established in 2016, will remain unchanged, maximizing use of local ingredients for the production of both dry and wet pet foods together with treats for dogs and cats, all of which aligns with VAFO’s philosophy for its own production facilities.
Petr Kříž, the recently appointed Chairman of the Board of Dagsmark and Head of M&A at VAFO Group, emphasizes, “Our commitment to locally sourcing and crafting premium pet food for regional markets is a fundamental pillar of VAFO’s sustainable strategy, differentiating us significantly from our global competitors. In this context, Dagsmark, with its expertise in wet food production, aligns perfectly with our vision.”
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