Yarrah Organic Petfood

What Yarrah Organic Petfood does

Yarrah Organic Petfood is a Netherlands-based branded consumer goods company that produces and sells certified-organic dog and cat food across Europe. Operating under the legal entity Premium Petfood Brands B.V. (headquartered in Ermelo, Netherlands, with a returns/warehouse facility in Nieuwleusen), the company was founded in 1992 and employs between 101 and 250 people. Its product portfolio spans dry food, wet food (paté and chunk formats), treats, grain-free and vegetarian (Vega) formulas, age-specific variants (puppy/kitten, adult, senior), and adjacent products such as vegan dental sticks. All products carry EU organic certification, with additional Bio-Siegel, Beter-Leven, and Dierproefvrij cruelty-free certifications. Ingredients are sourced from certified biological farms across Europe and select non-EU origins, with 20% dried meat in dry food and 40-45% pure meat in wet formats.

The business operates a hybrid distribution model centered on a direct-to-consumer e-commerce platform (yarrah.com) with localized storefronts for the Netherlands, United Kingdom, Germany, France, Italy, and a pan-European English site, supported by a recurring subscription service (delivery cadences from every two weeks to every three months), a 7-day switching program, trial packs at 50% discount, and a taste guarantee. Physical retail is accessed via a store locator, and third-party e-commerce partners (Abelandcole, Zooplus) serve as alternative outlets. Revenue is generated primarily through one-time and subscription-based D2C sales of branded pet food at unit price points between €5.59 and €22.80, with free shipping above €50 in the Netherlands and £39.99 in the UK. Marketing relies on content (blog, feeding guides, breed-specific content), email automation (DotDigital), and paid acquisition (Google, Meta, Bing). The UK webshop is currently winding down, with customers redirected to third-party platforms, indicating a market-level contraction in that geography. The company has one disclosed institutional capital event: a 2012 funding round from Vendis Capital.

Name

Yarrah Organic Petfood

Legal name

Premium Petfood Brands B.V.

Website

https://yarrah.com

Company type

Private

Founded year

1992

Operating status

Operating

Headcount range

101–250 employees

Short description

Yarrah Organic Petfood is a Netherlands-based, EU-certified organic pet food brand selling dry food, wet food, treats, and grain-free/vegetarian formulas for dogs and cats across 6 European countries via its own D2C webshop, subscription service, and retail partners, operating under Premium Petfood Brands B.V. since 1992.

Ownership category

akta.pro rank

Product category

Organic Pet Food

NAICS

Dog and Cat Food Manufacturing (311111)

SIC

Food And Kindred Products (2000)

akta.pro primary industry

Natural/Organic & Limited-Ingredient Diets (CRADAFAH)

akta.pro secondary industries

Dry Kibble (Dog & Cat) (CRADAFAA), Wet/Canned & Pouch Food (Dog & Cat) (CRADAFAB)

Keywords

• Organic pet food
• Dog food products
• Cat food products
• Pet nutrition
• Biological pet food

Headquarters

HQ city

Harderwijk

HQ country

Netherlands

HQ region

Europe

Offices2 records

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Operations, Marketing or Sales, Personnel, Technology or R&D, Infrastructure

Revenue model

1. Direct E-commerce Sales: Revenue from direct-to-consumer online sales through yarrah.com and localized European websites. Customers purchase pet food products (dry food, wet food, treats) with prices ranging from approximately €5.59 for snacks to €22.80 for premium wet food. Free shipping threshold of €50 in Netherlands, £39.99 in UK. Standard pricing with subscription discounts available.
2. Retail/Distribution Sales: Revenue from sales through physical retail stores and third-party e-commerce platforms. Store locator indicates presence across multiple countries with physical retail partners.
3. Subscription Service Revenue: Recurring revenue from Yarrah subscription service with automated periodic deliveries. Subscription customers receive discount on regular prices. Payment processed via recurring credit card transactions.

Pricing tiers

Go-to-market motion2 records

Distribution channels4 records

Marketing channels9 records

Core offering

Yarrah Organic Petfood manufactures and sells certified organic dog and cat food products, including dry food (kibble), wet food (paté and chunks), snacks, and specialized formulas such as grain-free, vegetarian (Vega), and age-specific options. The company operates as a brand under Premium Petfood Brands B.V. and sells primarily through its own e-commerce platform with a subscription service and physical retail distribution across Europe.

Product overview

Yarrah Organic Petfood is a Dutch pet food company operating as a brand under Premium Petfood Brands B.V. The company offers a portfolio of organic pet food products for dogs and cats, including dry food (biologisch hondenvoer/kattenvoer brokken), wet food (natvoer in paté and chunk formats), and organic snacks. The product range includes specialized formulas such as vegetarian (Vega), grain-free (tarwevrij/graanvrij), and age-specific options for puppies, kittens, and senior pets. The core offering is complemented by a subscription service (Yarrah Abonnementsdienst) for automatic recurring deliveries and trial/sample packages (proefpakket). The company positions itself as the largest provider of organic dog and cat food, with products certified organic under EU standards.

Differentiator

Problem solved

Functional benefit

Products and services

• Biologisch hondenvoer (Organic Dog Food) Organic dry and wet food for dogs, including grain-free, vegetarian (Vega), and age-specific formulas for puppies and senior dogs.
• Biologisch kattenvoer (Organic Cat Food) Organic dry and wet food for cats, including grain-free options and specialized formulas for sterilized cats.
• Biologisch Vega Hondenvoer (Vegetarian Dog Food) Vegetarian organic dry food for dogs made with plant-based ingredients including grains, sunflower seed husks, and soybeans from certified organic farms.
• Biologisch Tarwevrij/Graanvrij Pet Food (Grain-Free Pet Food) Organic grain-free dry food for dogs and cats, formulated for pets with grain sensitivities.
• Biologisch Natvoer (Wet Food) Organic wet food in paté and chunk formats for dogs and cats, including varieties with chicken, salmon, duck, and turkey.
• Biologische Hondensnacks/Kattensnacks (Organic Pet Treats) Organic snacks and treats for dogs and cats, including mini bites and oven-dried pure snacks.
• Organic Vegan Dental Sticks Plant-based dental sticks for dogs for dental care.
• Yarrah Abonnementsdienst (Subscription Service) Automatic recurring order service allowing customers to schedule deliveries of Yarrah products from every two weeks to every three months, with subscription discounts and free cancellation/pause.

Quantifiable outcome

• 87% of pet owners see positive results after switching to Yarrah organic food
• +2 more outcomes

Named customers6 records

Segments4 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

Six partnerships are on record, tiered core and minor.

• Yarrah UK LTDcoreStrategic or Co-development PartnerSubsidiary entity within Premium Petfood Brands B.V. based in the United Kingdom providing sales services for UK market. Data transfers to this entity based on European Commission adequacy decisions for UK data protection.
• DotDigitalcoreTechnology or IntegrationEmail marketing automation platform used for newsletters, promotional campaigns, and customer communications. Cookie-based tracking enabled for DotDigital functionality.
• Google (advertising networks)coreGTM or Marketing PartnerGoogle advertising network (Google Ads, DoubleClick) used for remarketing and targeted advertising based on cookie data. YouTube and Google Maps integrations also utilized.
• Microsoft (Bing Ads)minorGTM or Marketing PartnerMicrosoft Bing advertising network used for analytics and targeted advertising campaigns through cookies and tracking pixels.
• Facebook/MetaminorGTM or Marketing PartnerFacebook advertising platform used for delivering targeted advertisements on Facebook and Meta's digital platforms based on website visit data.
• Biological Ingredient SupplierscoreOthersCertified organic farmers supplying ingredients: chicken from Netherlands/Belgium/Italy, turkey from Germany/England, beef from Uruguay/France/Austria/Germany, rice from Italy, soybeans from France/China, rosemary from USA, turmeric from Turkey, seaweed from Ireland, tomatoes from Spain/Italy, nettle from Poland/Bulgaria, and other organic ingredients from certified biological sources.

Scale indicators4 records

Recent moves3 records

Expansion highlights5 records

Direct peers

• Lily's Kitchen: UK-based certified natural and organic pet food brand for dogs and cats, sold through D2C, specialty retail, and subscription. Closely comparable to Yarrah on organic positioning, dog+cat portfolio, and European D2C-led model.
• Nature's Menu: UK natural and raw pet food brand for dogs and cats, distributed via retail and D2C. Comparable to Yarrah on the natural/ethical positioning, dog+cat range, and UK/European retail footprint.
• Burns Pet Food: Welsh natural pet food brand specializing in hypoallergenic, natural ingredients for dogs and cats. Comparable to Yarrah as a UK-headquartered, natural-ingredient, dog+cat food brand focused on health-driven specialty nutrition.
• Orijen (Champion Petfoods): Premium 'biologically appropriate' pet food brand using fresh regional ingredients, sold globally through specialty retail. Comparable to Yarrah on premium natural positioning, ingredient-quality storytelling, and dog+cat specialty focus.

Emerging players

• Open Farm: North American certified organic and ethically sourced pet food brand for dogs and cats, sold D2C and through independent retail. Comparable to Yarrah on organic certification, sustainability messaging, and premium D2C-led brand model.

Broad incumbents

• Royal Canin (Mars Petcare): Global mass-market pet food leader owned by Mars, with a strong specialty/health-nutrition portfolio. Comparable as a major pet food incumbent now expanding into natural and breed/life-stage specific nutrition that overlaps with Yarrah's specialty formulas.
• Hill's Pet Nutrition (Colgate-Palmolive): Science-led pet food brand owned by Colgate-Palmolive, with prescription and natural lines. Comparable as a broad incumbent with growing natural/specialty offerings that compete with Yarrah in the health-positioned dog+cat segment.
• Purina (Nestlé): World's largest pet food company, with mass-market and premium/natural sub-brands (e.g., Purina ONE, Pro Plan). Comparable as the dominant pet food incumbent whose premiumization push puts pressure on niche organic brands like Yarrah.

Regional players

• Terra Canis: Munich-based premium natural and organic raw/cooked pet food brand for dogs and cats, distributed via D2C and specialty retail in German-speaking markets. Comparable to Yarrah on European organic/natural positioning and the dog+cat premium niche.
• Herrmann's Manufaktur: German certified organic, gently cooked pet food brand for dogs and cats, sold D2C and through specialty retail. Comparable to Yarrah as a regional European organic pet food brand with a similar dog+cat portfolio and natural ingredient positioning.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• Facebookfacebook.com/Yarrah.Nederland
• Instagraminstagram.com/yarrah_official
• Xx.com/YarrahBio
• LinkedInlinkedin.com/company/yarrah-organic-petfood-bv

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Subsidiaries1 record

Funding overview

Funding rounds1 record

Investors1 record

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Yarrah Organic Petfood