What Green Petfood does

The business model is predominantly DTC e-commerce with three revenue streams: one-time purchases, a recurring Spar-Abo subscription (5% discount, double loyalty points, flexible weekly-to-12-week intervals), and an accessories/Charity Collection merchandise line. Customer retention is supported by the Prämienprogramm loyalty program (1 point per €1 spent) and a Freunde werben Freunde referral program (7% mutual discount). A Fachhändler channel via specialist pet retailers (dealer locator) provides supplementary offline distribution. Customer acquisition relies on six owned social channels (Instagram, YouTube, TikTok, Facebook, Pinterest, LinkedIn), paid digital advertising, content marketing via a Ratgeber blog, and email/WhatsApp newsletters, with 8,592 verified eKomi reviews signaling an established but mid-scale consumer base. Managing Director (Geschäftsführer) of foodforplanet GmbH is Benjamin Arnold.

Name

Green Petfood

Legal name

foodforplanet GmbH

Website

https://green-petfood.de

Company type

Private

Founded year

2013

Operating status

Operating

Headcount range

11–50 employees

Short description

Green Petfood is a German DTC premium pet food brand operated by foodforplanet GmbH (ERBACHER group), selling climate-positive, alternative-protein dog and cat food (insect, vegetarian) via e-commerce and specialty retail in Germany and Austria.

Ownership category

akta.pro rank

Product category

Pet Food

NAICS

Dog and Cat Food Manufacturing (311111), Pet and Pet Supplies Retailers (459910)

akta.pro primary industry

Alternative Protein & Sustainable Pet Food (insect/plant/cell-based) (CRADAFAI)

akta.pro secondary industries

Dry Pet Food (Kibble) (AFADAFAA), Natural/Organic & Limited-Ingredient Diets (CRADAFAH)

Keywords

• Sustainable pet food
• Insect protein dog food
• Vegetarian cat food
• Climate-positive pet nutrition
• Grain-free pet food

Headquarters

HQ city

Kleinheubach

HQ country

Germany

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. E-Commerce Pet Food Sales: Direct-to-consumer online sales of premium dog and cat food through owned e-commerce storefront (green-petfood.de). Products sold include dry food, wet food, snacks, and trial packages. One-time purchase model with subscription option (Spar-Abo).
2. Pet Food Subscription (Spar-Abo): Recurring delivery subscription service (Spar-Abo) allowing customers to schedule regular pet food deliveries at configurable intervals (weekly to every 12 weeks). No minimum contract term; cancellable with 2 business days notice before next delivery.
3. Pet Accessories & Merchandise: Sale of pet accessories, toys (e.g., Stoffbär Rüdiger), and merchandise including a Charity Collection where proceeds support charitable causes.
4. Freunde werben Freunde Referral Program: Referral program offering 7% discount to both referrer and referred friend on their next purchase, driving customer acquisition through existing customer word-of-mouth.
5. Prämienprogramm (Loyalty Program): Points-based loyalty program where customers earn 1 point per €1 spent, redeemable for free rewards including pet food, toys, accessories, and charitable donations. Additional points available via newsletter signup.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels18 records

Core offering

Green Petfood, operated by foodforplanet GmbH, manufactures and sells premium dog and cat food products emphasizing sustainability, including insect-protein (InsectDog) and vegetarian (VeggieDog) dry dog food and the FairCat cat food line. Products are sold direct-to-consumer through the company's Magento-based online shop (green-petfood.de) serving Germany and Austria, with optional subscription (Spar-Abo) recurring delivery, trial packages, accessories, and a loyalty rewards program.

Product overview

Green Petfood is a German pet food company operating under the foodforplanet GmbH umbrella, offering premium dog and cat food products with a focus on sustainability. The product portfolio is organized around two main sub-brands: InsectDog (insect-based and vegetarian dry dog food) and FairCat (premium cat food in dry and wet varieties). Additional offerings include a subscription service (Spar-Abo), trial packages for sampling products, a loyalty rewards program (Prämienprogramm), and pet accessories including toys and a Charity Collection. The company emphasizes climate-positive products through CO2 compensation projects, with packaging designed to minimize environmental impact using paper exteriors with thin plastic liners for freshness.

Differentiator

Problem solved

Functional benefit

Brands

• VeggieDog: Vegetarian dog food product line
• InsectDog
• FairCat

Products and services

• InsectDog Insect-protein dry dog food sub-brand offering hypoallergenic and sensitive-digestion formulas for adult dogs, using insect protein as a sustainable alternative to conventional meat protein.
• VeggieDog Vegetarian dry dog food sub-brand made with potato and pea-based recipes, formulated for adult dogs with sensitive digestion.
• FairCat Premium cat food sub-brand covering multiple dietary needs (Balance, Happy, Sensitive, Beauty, Care, Fit, Safe) with dry and wet food options featuring chicken, salmon, and insect proteins.
• High Protein with Insects & Salmon High-protein grain-free dry dog food combining 20% insect protein with 18% salmon protein, formulated for active adult dogs and available in multiple bag sizes.
• VeggieDog with Potato & Pea Vegetarian dry dog food with potato and pea protein for adult, sensitive dogs, sold in bag sizes starting from €6.49.
• InsectDog Hypoallergenic with Insects Hypoallergenic dry dog food made with insect protein for adult dogs requiring sensitive-digestion diets, starting from €6.99 per bag.
• InsectDog Sensitive with Insects & Rice Easy-to-digest dry dog food combining insect protein with rice for adult dogs with sensitive digestion, starting from €5.99 per bag.
• FairCat Balance FairCat wet cat food formula enriched with antioxidants including green tea, vitamin C and E for everyday feline nutrition, starting from €10.32.
• Spar-Abo (Subscription Service) Recurring pet food delivery subscription allowing customers to schedule automatic deliveries at intervals from weekly up to every 12 weeks, with a 5% subscription discount and double loyalty points; no minimum term and cancellable with 2 business days' notice.
• Probierpakete (Trial Packages) Multi-product trial packages for dogs and cats that let pet owners sample a variety of Green Petfood recipes before committing to full-size purchases.
• FairCat Probierpaket Katze (Cat Trial Package) Cat trial bundle containing 6x85g wet food varieties, 300g FairCat Safe dry food, a DIY FSC-cardboard cat house, and a €5 follow-up purchase voucher, priced at €5.99 against a UVP of €11.90.
• Zubehör (Pet Accessories) Pet accessories for dogs and cats including toys (such as the Stoffbär Rüdiger made from recycled materials) and other pet care items sold through the Green Petfood online shop.
• Charity Collection Curated collection of pet accessories where a portion of the proceeds is directed to charitable causes.

Quantifiable outcome

• 125% CO2 compensation through Ntakata Mountains climate project (Carbon Tanzania)
• +3 more outcomes

Named customers1 record

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration4 records

Feature4 records

Partnerships

Four partnerships are on record, tiered core and minor.

• DHL (Deutsche Post DHL Group)coreChannel Partner/ Reseller/ DistributorDHL handles all outbound logistics and delivery for Green Petfood's online orders in Germany and Austria, including DHL GoGreen shipments for climate-neutral delivery. Returns processing also handled via DHL return portal.
• Carbon Tanzania / Ntakata Mountains Climate ProjectcoreStrategic or Co-development PartnerCarbon offset partnership for the Ntakata Mountains climate protection project in Tanzania, through which Green Petfood compensates 125% of its CO2 emissions, making all products climate-positive. This is a key sustainability differentiator for the brand.
• atarax Unternehmensgruppe (Data Protection Officer)minorImplementation/ SI/ Consulting PartnerExternal data protection officer (Datenschutzbetragter) appointed by foodforplanet GmbH to ensure GDPR compliance. Contact: [email protected].
• AWIN AG (Affiliate Network)minorGTM or Marketing PartnerAffiliate marketing network for partner-driven customer acquisition, tracking clicks, orders, and commissions for Green Petfood's referral programs.

Scale indicators5 records

Recent moves6 records

Expansion highlights5 records

Broad incumbents

• Hill's Pet Nutrition: Colgate-Palmolive-owned pet food maker focused on science-led therapeutic and wellness nutrition for dogs and cats. Comparable on functional nutrition claims (sensitive, hypoallergen) that overlap Green Petfood's sub-brands.
• Champion Petfoods (Orijen & Acana): Canadian premium pet food maker behind Orijen and Acana, known for biologically appropriate, regionally sourced, high-meat-content recipes. Comparable on premium natural positioning and DTC-led brand-building that Green Petfood mirrors at a smaller scale.
• Royal Canin (Mars Petcare): Global pet nutrition incumbent under Mars with broad dog and cat food ranges including specialized diets and sustainability lines. Comparable as the dominant incumbent Green Petfood must differentiate against in specialty retail and online.
• PURINA (Nestl\u00e9): Largest global pet care company with extensive dry, wet and functional pet food ranges and growing sustainable-protein initiatives. Sets the category baseline Green Petfood's climate-positive and insect-protein positioning benchmarks against.

Emerging players

• Open Farm: North American sustainable pet food brand emphasizing ethical sourcing, transparent ingredients, and climate-conscious positioning. Comparable to Green Petfood on sustainability narrative and transparency claims rather than on alternative-protein formulations.
• Petgood: Swedish pet food brand offering insect-protein and plant-based diets for dogs. Emerging player in the same insect-protein category as Green Petfood, comparable in sustainability positioning but smaller geographic footprint.

Direct peers

• Yora Pet Foods: UK-based insect-protein dog food brand pioneering alternative protein as the primary ingredient. Closest international analogue to Green Petfood's InsectDog line and serves as a reference point for scaling insect-protein positioning in European retail.
• Josera: Sister brand of Green Petfood within the ERBACHER the food family group, also producing premium German pet food for dogs and cats with a specialty/functional focus. Closest comparable in product category, country, and corporate parent, though operating on a broader portfolio positioning rather than alternative protein.
• Jiminy's: US-based sustainable pet food company built around insect protein for dogs and cats. Direct peer in alternative-protein pet food, with comparable climate-positive messaging and DTC-plus-retail distribution.
• Terra Canis: German premium natural pet food brand offering wet food, dry food and treats with a focus on natural, species-appropriate ingredients. Direct competitor for sustainability- and quality-minded DACH pet owners shopping at the same price points as Green Petfood.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• YouTubeyoutube.com/@greenpetfood
• Facebookfacebook.com/greenpetfood
• LinkedInde.linkedin.com/company/green-petfood
• Instagraminstagram.com/greenpetfood
• TikToktiktok.com/@greenpetfood
• Pinterestpinterest.de/greenpetfood

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Funding overview

Funding rounds

Investors

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 Green Petfood