RCL Foods eyes greater market share as new pet food facility opens
Fast-moving consumer goods manufacturer RCL Foods launched its new R150-million pet food manufacturing facility, in Randfontein, earlier this month.
Through the establishment of the 1 500 m2 facility, which employs around 700 people, the company aims to take a greater share in the R5-billion-a-year South African pet food market, of which R3-billion comprises demand from the retail sector and about R1.2-billion from veterinarians. The balance of R800-million comprises demand from the nongroceries sector.
RCL Foods currently holds 40% of the retail sector and will focus on gaining clientele in the veterinary market.
The new facility increased the company’ pet food production by 60%, from 7 000 t/m to 12 000 t/m.
Speaking to Engineering News, RCL Foods consumer business MD Scott Pitman said the company aimed to double its profit from the pet food market within the next three years and would achieve this goal by continually implementing innovations.
As part of the new manufacturing facility, RCL Foods introduced six new capabilities to its pet food range, which includes brands such as Bobtail, Canine Cuisine, Ultra Dog and Catmor.
These capabilities cover the inclusion of real meat, which impacted on palatability and digestibility; vacuum-coated technology to enhance the meaty taste and lock in flavour; kibble coated in gravy powder; extracts from real vegetables for increased health benefits and high levels of calcium, in the form of enriched milky bones, aimed at the puppy market.
“As more people discover the joy of owning a pet, [our market share] is set to grow,” Pitman added.
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