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Dagsmark Petfood, a Hankasalmi-based company specializing in pet foods, has recently completed its acquisition of VAFO Group, a major European producer of super-premium pet foods. This acquisition, completed in late January, strategically positions VAFO Group as a dominant player in the Nordic pet food market. Under VAFO Group’s ownership, Dagsmark’s operations, including its production facility in Mellilä near Turku, will continue, ensuring continued production of both dry and wet pet foods, as well treats for dogs and cats as well. The move is important for VAFO Group’s subsidiary, Prima Pet Premium, which is already active in Finland, offering an improved market position and potential avenues for expansion in other Nordic territories. The acquisition combines 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, the VAFO Group is currently represented by its subsidiary Prima Pet Premium, which also operates a new dry food factory under the VAFO Finland name. That facility was 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 the VAFO Group in the local market.
“This is a strategic step 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. With the production of Dagsmark wet food, will be strengthened our position, but it also creates opportunities to expand into other Nordic markets,” says Timo Pärssinen, CEO of Prima Pet Premium.
Dagsmark mainly 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 get additional resources, expertise, and the opportunity to invest more in development”.
The products of the Finnish company, founded in 2016, will remain unchanged, maximizing the use of local ingredients for the production of both dry and wet pet foods along with treats for dogs and cats, all of which conform to VAFO’s philosophy for its own production facility.
Petr Kříž, Dagsmark’s recently appointed Chairman of the Board and Head of M&A at VAFO Group, emphasizes, “Our commitment to local sourcing and production of premium pet foods for regional markets is a key pillar of VAFO’s sustainable strategy, which significantly differentiates us from our global competitors.In this context, Dagsmark, with its expertise in wet food production, is perfectly aligned with our vision.
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