Pet Nutrition NZ

Pet Nutrition NZ Limited Partnership (PNNZ) manufactures and exports an extensive range of super premium pet food products to the international market under its own brand Kiwi Kitchens and an exclusive range of private label brands.

The company leverages off the high quality New Zealand ingredients and food safety standards to position all its products at the top of the pet food market.

New Zealand has a very strong reputation for premium pet food. The discerning ‘‘pet parent’’ is starting to understand the ethical, environmental, sustainable and nutritional benefits of grass-fed pasture raised animals and sustainable fisheries.

PNNZ uses these strong selling points in all the products it sells, whether it is the Kiwi Kitchens brand or private label brands. 99 per cent of the company’s sales are exports focused on North America and Asia. Due to demand in New Zealand, the products are now available via the company’s own online store for consumers in New Zealand.

Kiwi Kitchens was developed in conjunction with a very influential retailer in the USA specifically for this defined channel.

The strategy is to have a narrow but very focused customer base with a very broad range of products. As such the brand is targeted at the high-end Independent Pet Speciality chains in the USA and Asia with a direct distribution model to retailers where possible. This allows the retailers to develop the brand with confidence, while minimising marketing costs and maximising margins for PNNZ and retail partners.

The quality of the products, excellent branding, strong relationships, company values and unique business model is behind the success of the brand.