Letting pet owners choose food that feels nutritional and truly loved by their pets
Yarrah is a Netherlands-based brand specialising in 100% organic super-premium pet food for cats and dogs. Its assortment includes dry food, wet food in cans and trays, snacks, and cat litter, all made from certified organic ingredients. The brand is active in over 20 countries and sold through more than 5,000 organic supermarkets and online platforms, with leading positions in Germany, France, and the Benelux. With its pioneering heritage and dedicated focus on quality and sustainability, Yarrah is a category leader in organic pet food.
Investment rationale
- Pioneer brand in organic pet food, with strong credibility and early-mover advantage in a niche with limited competition.
- Leading positions in Germany, France, and the Benelux despite being a relatively small company, proving strong brand equity.
- Distribution through more than 5,000 organic specialty supermarkets across Western Europe, giving access to highly loyal consumer bases.
- Focused model centered on sales, marketing, sourcing, and NPD, with outsourced production and logistics enabling asset-light growth.
- Positioned to benefit from the increasing shift of “light green” consumers toward organic and sustainable pet food.
Growth Strategy
- Scale international sales with new key account managers in Germany, Benelux, and France, and pilot U.S. entry with selected natural retail partners
- Grow retail presence by directly managing top French clients, expanding listings in organic supermarkets in NL, and scaling the pet retail channel from 20 to 100+ stores
- Strengthen portfolio with grain-free ranges, a formalized NPD pipeline, and a complete packaging redesign (Categories)
- Build brand visibility through sustained PR campaigns with local market agents and in-store activation partnerships
- Reinforce the business with a seasoned CEO, a full financial and business reporting environment, and supply chain optimizations to secure margin expansion