Eerlijk Dierenvoer

What Eerlijk Dierenvoer does

Eerlijk Dierenvoer is a Dutch specialty pet food retailer founded in 2009 and headquartered at Arthur van Schendellaan 17, Ede, Netherlands (with a corporate registration footprint in Bennekom). It sells natural, grain-free, and hypoallergenic dog and cat food through a hybrid model combining a physical retail showroom, an e-commerce storefront (eerlijkdierenvoer.nl) carrying 562+ SKUs, and a regional home-delivery service for frozen raw products. The assortment spans dry kibble (brokken), raw frozen food (KVV/BARF), wet food (natvoer), natural snacks, oils, broths, supplements, and elimination-diet single-protein products sourced from brands such as Darf, Hubertus Gold, Ydolo, Power of Nature, Dibaq Sense, Alroda, Bandit, Carnibest, Dogmeat, Dog's Perfect, Energique, Kiezebrink, Kivo, Naturis, Tammenga, and Meat4Dogs. A differentiating element is the in-store "diploma-qualified" advisory service on pet nutrition, sensitivities, and feeding schedules, positioning the retailer against pure-play online pet food vendors by combining expert consultation with nationwide shipping for non-frozen goods and regional delivery for KVV.

The business operates as a B2C direct-to-consumer retailer. Pricing is unit-based per SKU (per kg, per piece, or per package), with products ranging from approximately €1.45 trial bags to €109.95 large bags of premium kibble; free PostNL shipping is offered within the Netherlands on orders above €75, while frozen KVV items are reserved for in-store pickup or regional delivery. Accepted payment methods include iDEAL, PayPal, Apple Pay, Bancontact, and pin. Marketing is driven through Facebook (facebook.com/eerlijkdierenvoer), Instagram (@eerlijk_dierenvoer), and product-detail content on the e-commerce site, while the company is privately held with no institutional investors, parent company, subsidiaries, or disclosed funding rounds identified.

Operationally the firm is small (1-10 employees), bootstrapped, and Netherlands-only; international shipping is unavailable for frozen products, and the geographic footprint is concentrated in the Gelderland region with nationwide reach for shelf-stable goods. The company has operated continuously since inception without reported M&A activity, leadership changes, regulatory actions, or restructuring events.

Name

Eerlijk Dierenvoer

Legal name

Eerlijk Dierenvoer

Website

https://eerlijkdierenvoer.nl

Company type

Private

Founded year

2009

Operating status

Operating

Headcount range

1–10 employees

Short description

Eerlijk Dierenvoer is a Dutch privately held specialty pet food retailer established in 2009 in Ede, selling natural, grain-free, raw, and hypoallergenic dog and cat food through a physical store, an e-commerce storefront of 562+ SKUs, and regional frozen-product home delivery across the Netherlands.

Ownership category

akta.pro rank

Product category

Specialty Pet Food Retail

NAICS

Pet and Pet Supplies Retailers (45991), Pet and Pet Supplies Retailers (459910)

akta.pro primary industry

Natural/Organic & Limited-Ingredient Diets (CRADAFAH)

akta.pro secondary industries

Frozen & Raw Pet Food (incl. freeze-dried) (CRADAFAD), Dry Kibble (Dog & Cat) (CRADAFAA), Functional & Veterinary Diet Pet Food (CRADAFAF)

Keywords

• Premium pet food
• Raw frozen dog food
• Natural pet nutrition
• Grain-free kibble
• BARF feeding products

Headquarters

HQ city

Bennekom

HQ country

Netherlands

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Pet Food and Accessories Retail: Direct retail of premium pet food products including KVV (raw frozen), dry kibble (brokken), wet food (natvoer), natural snacks, oils, and supplements for dogs and cats. Products sold through e-commerce platform, physical retail store, and regional delivery.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels3 records

Core offering

Eerlijk Dierenvoer is a Dutch pet food retailer selling premium, natural, grain-free foods for dogs and cats through its own e-commerce shop, a physical store in Ede, and regional frozen-product home delivery. The catalog spans dry kibble, raw frozen complete food (KVV), BARF components, wet food, long-lasting natural sausages, elimination-diet single-protein formulas, natural snacks, oils/broths, and supplements, complemented by personal nutrition advice from qualified staff.

Product overview

Eerlijk Dierenvoer is a Dutch pet food retailer established in 2009 in Ede, operating as a physical store with online presence. The company offers a curated portfolio of premium pet food brands across multiple product categories: dry kibble (brokken) including Darf Vol Bites, Hubertus Gold, Power of Nature, and Ydolo; raw frozen food (KVV Vers Vlees) from brands such as Alroda, Bandit, Carnibest, DARF, Dogmeat, Dog's Perfect, Energique, Kiezebrink, Kivo, Meat4Dogs, Naturis, and Tammenga; wet food (natvoer) from Dibaq Sense, Hubertus Gold, Power of Nature, and Ydolo; along with BARF products, natural snacks, oils/broths, and supplements. The store specializes in grain-free, natural, and hypoallergenic pet foods with a focus on high meat content and species-appropriate nutrition for both dogs and cats. Payment options include iDEAL, PayPal, Apple Pay, Bancontact, and pin. Delivery is available via pickup in Ede, regional delivery, or PostNL shipping (for non-frozen items over €75).

Differentiator

Problem solved

Functional benefit

Products and services

• Dry Kibble for Dogs (Hondenbrokken) Multi-brand dry kibble line for dogs from premium European manufacturers, featuring grain-free and hypoallergenic formulas with high meat content, no artificial additives, and life-stage and sensitivity-specific variants (adult, junior, sensitive, hunting performance). Intended for dog owners seeking natural daily nutrition without grains, gluten, or artificial additives.
• Dry Kibble for Cats (Kattenbrokken) Multi-brand grain-free dry kibble for cats with high meat content, including specialized formulas for hairball control, indoor cats, kittens, sterilized cats, and urinary health. Targeted at cat owners seeking premium natural nutrition with no artificial additives.
• Raw Frozen Complete Dog Food (KVV Vers Vlees Hond) Complete raw frozen dog food (KVV) from a curated set of premium brands, composed of muscle meat, organs and ground bone according to BARF principles; monoprotein and mixed-protein variants available for daily feeding and elimination diets. Intended for dog owners practicing raw or BARF feeding and owners of dogs with food sensitivities.
• Raw Frozen Complete Cat Food (KVV Vers Vlees Kat) Complete raw frozen food for cats from multiple premium brands, with formulas tailored to kittens, adults and seniors; 100% natural ingredients without artificial additives. Intended for cat owners following a raw feeding approach or those managing feline food sensitivities.
• BARF Raw Feeding Products Component BARF products — raw meat cuts, organs and bones — sold individually so dog owners can compose biologically appropriate raw diets themselves. Targeted at experienced BARF practitioners and owners who prefer to balance raw feeding ratios personally.
• Elimination Diet Foods (Eliminatie Dieet) Single-protein (monoprotein) raw frozen dog foods using novel proteins such as duck, rabbit, lamb and horse, formulated for elimination diets to diagnose and manage suspected food allergies and intolerances. Intended for dogs with confirmed or suspected food sensitivities and their owners under veterinary or nutritional guidance.
• Wet Food (Natvoer) for Dogs and Cats Grain-free wet food cans and pouches for dogs and cats, featuring high fresh-meat content (e.g., Ydolo at 90% meat/fish) with vegetables, fruits and prebiotic herbs; hypoallergenic options included. For pet owners seeking wet formats of premium natural food, including for sensitive or allergic pets.
• Long-Lasting Natural Sausages (Houdbare Worsten) Long-lasting natural sausages for dogs made from fresh meat without artificial additives, grain-free and gluten-free, offered in Darf, Energique and Naturis variants. Used as durable snacks and training rewards where shelf stability and natural ingredients are required.
• Natural Pet Snacks (Natuurlijke Snacks) Single-ingredient natural pet snacks such as dried meats, fish skins and bully sticks, free from artificial additives. Intended for dog and cat owners who want minimally processed, natural treat options.
• Oils and Broths (Olie / Bouillon) Nutritional oils and bone broths for dogs and cats, including salmon oil, hemp oil, sardine oil and bone broth, used as dietary supplements to support skin, coat and joint health. Targeted at pet owners adding natural supplementation to daily meals.
• Pet Supplements (Supplementen) Targeted pet supplements including vitamins, minerals, prebiotics and specialized products for joint health, skin/coat and digestive support. Intended for pet owners addressing specific health or wellness needs alongside a natural diet.
• Personal Pet Nutrition Consultation Personal pet nutrition advisory service delivered by diploma-qualified staff, covering dietary choices, food sensitivities, elimination-diet planning, and feeding schedules for dogs and cats. Provided in-store at Ede and supported remotely to online customers; differentiates Eerlijk Dierenvoer from pure e-commerce pet food retailers.

Segments1 record

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Scale indicators2 records

Recent moves4 records

Expansion highlights3 records

Regional players

• Tom & Co: Belgian pet store chain with physical stores and online shop, offering a broad assortment of premium, natural, and specialized pet food. Comparable as a Benelux multi-format pet food retailer, though operating primarily in Belgium rather than the Netherlands.
• Maxi Zoo: Pan-European pet store chain owned by Fressnapf, operating physical stores and online shops across multiple countries. Comparable as a multi-format pet food retailer with a strong natural and premium assortment, though at significantly larger scale and broader geography.
• Jollyes: UK high street pet store chain with both physical locations and online shop, offering premium and specialized pet food including raw and natural diets. Comparable as a multi-format regional pet food retailer with a similar premium product mix, though operating in the UK rather than the Netherlands.

Direct peers

• Welkoop: Dutch retail chain selling pet food, pet care, garden, and rural lifestyle products through physical stores and online. Comparable as a Dutch omnichannel pet food retailer with overlapping premium and natural product positioning.
• Yarrah Organic Petfood: Dutch brand of certified organic, natural dog and cat food sold through its own DTC site and retail partners. Closely comparable in natural/organic positioning and Dutch market focus, with overlapping product philosophy.
• Pets Place: Largest specialty pet retail chain in the Netherlands with both physical stores and a comprehensive online shop offering premium, natural, and specialized pet food. Directly comparable as a multi-format Dutch pet food retailer serving similar dog and cat owner segments.
• Dierapotheker.nl: Dutch online pet supplies retailer focused on nutrition, supplements, and specialized diets for dogs and cats. Highly comparable as a direct-to-consumer Dutch pet food specialist targeting health-conscious and dietary-needs pet owners.

Others

• Prins Petfoods: Dutch manufacturer of premium and natural pet food, including raw and hypoallergenic ranges, sold through specialist retailers and DTC. Comparable as a Dutch supplier in the natural pet food space, and a potential supplier or partner for a specialist retailer like Eerlijk Dierenvoer.
• Kiezebrink: Dutch producer of complete and incomplete raw frozen (KVV/BARF) pet food products sold through specialist pet retailers. Comparable as a supplier in the KVV/raw category that Eerlijk Dierenvoer actively retails, and indicative of the supplier ecosystem in which the company operates.
• Dibaq Petcare: Spanish-based manufacturer of premium pet food including the Sense and Ydolo lines stocked by Eerlijk Dierenvoer. Comparable as a supplier in the grain-free and natural pet food space, and indicative of the international brand ecosystem the retailer curates.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat3 records

Key risks6 records

Key highlights6 records

Customer concentration

• Facebookfacebook.com/eerlijkdierenvoer/?locale=nl_NL
• Instagraminstagram.com/eerlijk_dierenvoer
• Xx.com/eerlijkdiervoer
• LinkedInlinkedin.com/company/eerlijk-dierenvoer

Revenue estimate

Valuation estimate

Number of profiles

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 Eerlijk Dierenvoer