Kivo Natural Petfood

What Kivo Natural Petfood does

Kivo Natural Petfood (legal entity: Kivo Petfood B.V.) is a family-owned Dutch pet food manufacturer founded in 1972 by 'Opa Bert' and now in its third generation of family ownership. The company is headquartered in Veldhoven, Netherlands, where it operates a state-of-the-art HACCP-compliant production facility equipped with automation and robotics for meat processing, steaming, freezing, and packaging. Its product portfolio targets dogs and cats and spans fresh frozen meat meals ('Vers Vlees'), steamed meat sausages ('Gestoomd Vlees'), grain-free kibble enriched with botanicals and probiotics, liquid omega-3 and supplement lines, vegetable sausages, natural snacks, and pet care products (grooming, tick remedies). Differentiating technical features include laboratory-tested natural vitamins published on packaging, 'complete prey' compositions (65% muscle meat, 20% organs, 15% bone), hypoallergenic single-protein recipes, and a '0% fratsen' (zero artificial additives) positioning.

The business operates a hybrid go-to-market combining direct-to-consumer retail at an on-site factory shop in Veldhoven with indirect distribution through a non-exclusive network of authorized pet shops, veterinarians, and retailers ('verkooppunten') across the Netherlands. Pricing is unit-based and not publicly disclosed online; wholesale terms specify 14-day invoice payment. A dedicated sub-brand, KIVO Manufacturing, monetizes spare factory capacity through private-label and contract manufacturing for brand partners across the pet food industry, providing a third revenue stream. Marketing channels are primarily organic: a 'voerkiezer' (food selector) tool on the website, Instagram-driven community content ('Snoetenboek' / @kivopetfood), an FAQ and blog, and in-store advisory. The firm has 11–50 employees and is actively hiring across production, logistics, retail, and supervisory functions. Revenue is not publicly disclosed; ownership remains entirely private with no disclosed funding rounds, parent company, or institutional investment.

Name

Kivo Natural Petfood

Legal name

Kivo Petfood B.V.

Website

https://kivopetfood.nl

Company type

Private

Founded year

1972

Operating status

Operating

Headcount range

11–50 employees

Short description

Kivo Natural Petfood is a family-owned Dutch pet food manufacturer, founded in 1972 and now in its third generation, producing natural dog and cat food, supplements, snacks, and care products from its own factory in Veldhoven for sale via a factory store, authorized resellers across the Netherlands, and private-label manufacturing services.

Ownership category

akta.pro rank

Product category

Natural pet food manufacturing

NAICS

Dog and Cat Food Manufacturing (311111)

SIC

Food And Kindred Products (2000)

akta.pro industry

PRIMARYCRADAFAH

Natural/Organic & Limited-Ingredient Diets

Consumer Products & Retail/Consumer Packaged Goods (CPG) Manufacturing & Brands/Pet Food & Treats

SECONDARYCRADAFAC

Fresh & Refrigerated Pet Food

Consumer Products & Retail/Consumer Packaged Goods (CPG) Manufacturing & Brands/Pet Food & Treats

SECONDARYCRADAFAA

Dry Kibble (Dog & Cat)

Consumer Products & Retail/Consumer Packaged Goods (CPG) Manufacturing & Brands/Pet Food & Treats

SECONDARYAFADAFAO

Custom & Private-Label Pet Food Manufacturing

Agriculture & Food Production/Animal Feed Manufacturing/Pet Food & Specialty Companion Animal Feed

Keywords

• Natural pet food
• Dog and cat food
• Pet supplements
• Private label manufacturing
• Natural pet snacks

Headquarters

HQ city

Veldhoven

HQ country

Netherlands

HQ region

Europe

Offices2 records

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Direct Retail Sales: Kivo operates a factory retail store selling the full product assortment directly to consumers in Veldhoven. Products are sold over-the-counter and via point-of-sale locations.
2. Wholesale Distribution: Kivo supplies pet shops, veterinarians, and other retail outlets across the Netherlands through their authorized reseller network. Resellers purchase at wholesale rates and resell to end consumers.
3. Private Label Manufacturing: KIVO Manufacturing offers contract manufacturing services to brand partners across the pet food industry, producing custom recipes in their facility.

Pricing tiers

Go-to-market motion2 records

Distribution channels3 records

Marketing channels4 records

Core offering

Kivo Natural Petfood manufactures and sells natural dog and cat food from its own factory in Veldhoven, Netherlands. Its core offering comprises fresh frozen meat meals, steamed meat sausages, grain-free kibble, liquid supplements, natural snacks, vegetable sausages, and pet care products — all built around 100% natural ingredients with no artificial additives and full ingredient transparency. The company also offers private-label (OEM) pet food manufacturing services to brand partners.

Product overview

Kivo Natural Petfood is a family-owned Dutch company (since 1972) operating from their own factory in Veldhoven. Their product portfolio is organized around a core offering of natural pet food with the tagline '100% vers, 0% fratsen' (100% fresh, 0% frills). The product range includes: fresh frozen meat meals (Vers Vlees) in portion packs and sausages; steamed meat sausages (Gestoomd Vlees); grain-free dog kibble (Hondenbrokjes) enriched with botanicals and probiotics; liquid supplements (Supplementen) including fish oils and fat supplements; vegetable sausages (Groenteworst); natural snacks; and pet care products (Verzorging) including grooming sprays and natural tick remedies. For cats, they offer dry kibble (Kattenbrokjes) and fresh frozen meals. The company also provides private label manufacturing services (KIVO Manufacturing) for the pet food industry. All products emphasize natural ingredients, transparency about contents, and are manufactured in-house with HACCP-compliant processes.

Differentiator

Problem solved

Functional benefit

Brands

• KIVO Manufacturing: Private-label manufacturing division of Kivo Petfood specializing in high-quality pet food recipes for partners across the industry, offering tailor-made solutions from concept development to large-scale production.

Products and services

• Vers Vlees (Fresh Meat) Fresh, frozen meals with 100% fresh meat and 0% frills, available in portion packs and sausages for dogs and cats
• Gestoomd Vlees (Steamed Meat) Long-life steamed meat sausages with at least 78% meat content, combined with plant-based ingredients, gluten-free options available
• Hondenbrokjes (Dog Dry Food) Gluten-free meat-based kibble enriched with nutritious botanicals, probiotics and salmon oil for dogs
• Supplementen (Supplements) Liquid supplements packed with omega 3, superfoods and oils for additional health needs in dogs
• Groenteworst (Vegetable Sausage) Pureed and steamed vegetables packaged as a tasty sausage, highly digestible for carnivores
• Natuurlijke Snacks (Natural Snacks) Natural snacks without artificial additives for dogs, including meat strips, rabbit ears, and training treats
• Verzorging (Pet Care) Care products for skin, coat and paws including dogsprays, shampoobars, and natural tick remedies
• Kattenbrokjes (Cat Dry Food) Complete dry food meals for cats including grain-free options with salmon, chicken and rice formulas
• Vers Vlees Kat (Fresh Meat Cat) Fresh frozen meals specifically formulated for cats, including MIAUWMIX with beef heart, chicken and salmon
• Sardineolie Wildvang (Wild-caught Sardine Oil) Wild-caught sardine oil supplement containing four times more omega 3 fatty acids than salmon oil, free from artificial additives
• Verse Eend Graanvrij (Fresh Duck Grain-Free) Hypoallergenic grain-free kibble with 32.5% fresh duck, 6 vegetables, 4 fruits, 3 herbs, 2 superfoods, with glucosamine & chondroitin for joint support
• Verse Zalm Graanvrij (Fresh Salmon Grain-Free) Hypoallergenic grain-free dog kibble with fresh salmon as the number 1 ingredient, enriched with salmon oil and inulin prebiotics
• KIVO Manufacturing (Private Label Manufacturing) Private label manufacturing services for pet food, offering tailor-made solutions from concept development to large-scale production with 50 years of experience

Quantifiable outcome

• Sardine oil contains four times more omega-3 fatty acids than salmon oil
• +4 more outcomes

Named customers1 record

Segments3 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Scale indicators5 records

Recent moves6 records

Expansion highlights5 records

Broad incumbents

• Royal Canin: Global premium pet food brand owned by Mars Petcare, offering breed- and life-stage-specific nutrition across dry, wet, and veterinary lines. Comparable to Kivo as a premium pet food manufacturer with extensive product breadth, though at vastly larger scale and broader category coverage.
• Hill's Pet Nutrition: Global science-led pet food brand owned by Colgate-Palmolive, offering nutrition-focused dry and wet foods plus veterinary prescription diets. Comparable to Kivo as an established premium/health-positioned pet food manufacturer, though serving a much broader global market.

Direct peers

• Edgard & Cooper: Belgian premium natural pet food brand offering fresh, dry, and wet foods for dogs and cats with high meat content. Comparable to Kivo as a European natural pet food challenger with similar transparency and natural-ingredient positioning, though operating at larger international scale.
• Acana: Premium natural pet food brand owned by Champion Petfoods, positioned around biologically appropriate, fresh regional ingredients and high meat inclusion. Comparable to Kivo on natural/premium positioning and whole-prey formulations, though at significantly larger international scale.
• Carnivoer: Dutch natural pet food company specializing in fresh, raw meat-based diets for dogs and cats. Closely comparable to Kivo on the fresh/raw meat positioning and Dutch market focus, with a similar carnivore-biologically-appropriate value proposition.
• Prins Petfoods: Dutch family-owned pet food manufacturer producing premium dry and wet foods plus supplements, also offering private label manufacturing. Highly comparable to Kivo as a Netherlands-based manufacturer with both branded products and B2B contract manufacturing.
• Yarrah Organic Petfood: Dutch organic pet food manufacturer producing natural dog and cat food with a focus on certified organic ingredients. Directly comparable to Kivo as a Netherlands-based natural pet food brand with overlapping distribution and similar premium positioning.
• Renske Petfood: Dutch natural and raw pet food brand offering fresh, frozen, and dry foods with natural ingredients. Directly comparable to Kivo as a Netherlands-headquartered natural pet food company serving similar customer segments with overlapping product categories.
• Orijen: Premium natural pet food brand from Champion Petfoods featuring whole-prey, biologically appropriate formulas with high fresh meat inclusion. Comparable to Kivo on premium natural positioning and biologically appropriate formulations with meat-first recipes.

Regional players

• Natures Menu: UK natural pet food brand specializing in raw and natural complete meals for dogs and cats. Comparable to Kivo on natural, fresh-meat-first positioning and premium target customer, but operates primarily in the UK rather than continental Europe.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• Instagraminstagram.com/kivopetfood
• LinkedInlinkedin.com/company/kivo-petfood

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 Kivo Natural Petfood