Nestle Purina is currently negotiating a deal to buy Champion Petfoods (maker of Orijen & Acana brands) for $2 billion. To health conscious pet parents, this is another devastating blow in the world of pet food. While we do not feed kibble any longer, these brands were among the higher quality dry foods we could recommend. Now everyone is chatting about why Purina is buying Champion…
One article on this subject states, “it [Champion] and other natural pet-food makers are growing faster than more traditional rivals as more health-conscious consumers increasingly do for their pets what they do for themselves – by buying more natural food and high-end treats.“
This leads us to believe that Purina is buying Champion so as to expand into the healthier pet food market. However, that’s hard to believe. It would make sense for Purina to purchase healthier pet food companies if they thought they could take their customers. But do you think these customers – that intentionally avoid big brands like Purina – will follow if this deal goes through?
I highly doubt Nestle is that dumb.
Cat parents who feed Orijen and Acana feed this because they trust the quality. If Purina is buying Champion, then the quality of ingredients will clearly be compromised, and pet parents know this.
Why Purina is buying Champion – in my opinion…
$2 billion seems like a big number to little peons like us – but to Nestle Purina, it is chump change. I don’t think for a second that Purina expects to take the sales of Champion Petfoods. I think they are buying the market share.
One statistic I read states that Nestle owns 47.3% of the market in pet food. That’s huge. But greedy business always wants more. And Nestle is competing with MARS.
“Buy your competition to shut them down” – is what I think is happening here. The real and increasing competition to both Nestle and MARS is the growing number of smaller, healthier pet food companies. Companies that make food that isn’t rendered with 3D & 4D ingredients. Nestle Purina cannot compete with high quality ingredients and stay wealthy and popular – so they’re buying Champion to shut them down. Again, in my opinion.
What can we do? Nothing really. Except write letters to Champion Petfoods, urging them to not sell out. Unfortunately, it likely won’t make a difference – everyone has their price, and $2 billion is a big number to a small company – but it’s still worth trying!
The good news? For every once trusted brand that is bought out by big business, there are 10 more taking their place. The passion for healthy pets and healthy pet foods is growing faster than ever – and the tide is turning. Don’t believe me? Go to your local boutique pet store, browse around, ask questions and I promise you’ll find a new brand that you’ve never heard of – run by real people that truly care more about your pet’s health than they do their own profits. Comment below with your fabulous new finds!