Edgard & Cooper

Edgard & Cooper, a Belgian-based company, has carved out a significant niche in the premium pet food market across Europe. The company was founded in 2016 by Koen Bostoen, Louis Chalabi, and Jürgen Degrande. The idea originated from a personal need, as the founders' own dogs, Edgard and Cooper, were experiencing health issues likely caused by their diet. This prompted the university friends to develop their own recipes, focusing on fresh meat, fruits, and vegetables, a departure from the industry standard of using over-processed meat meal. After two and a half years of development with university experts, they launched the brand.

The company operates in the premium cat and dog food sector, serving pet owners who are increasingly conscious of their pets' nutrition and the environmental impact of their purchases. Edgard & Cooper's business model is omnichannel, with products available in over 15,000 stores across 13 countries as well as through a direct-to-consumer e-commerce platform. Revenue is generated from the sale of its wide range of products, which includes dry food, wet food, and treats for dogs and cats at various life stages, from puppies and kittens to seniors. A key component of their strategy is a customer loyalty program, which accounts for a substantial portion of their revenue by encouraging repeat business.

The product line is characterized by its use of fresh, natural ingredients, and a commitment to sustainability. Recipes feature high quantities of fresh meat and nutritious offal, combined with fruits, vegetables, and herbs. A significant differentiator is the company's focus on environmentally friendly practices. This includes using biodegradable or recyclable packaging and a public commitment to ambitious sustainability goals through its 'Zero Pawprint Plan', which aims for zero carbon emissions, fully sustainable packaging, and 100% ethical sourcing by 2025. The company also donates 1% of its sales to the Edgard & Cooper Foundation, a charity dedicated to improving the lives of dogs and cats worldwide. In May 2022, the company achieved B Corp certification, recognizing its high standards of social and environmental performance. This focus on ethical and sustainable practices resonates with its target consumer base.

Financially, Edgard & Cooper demonstrated rapid growth, achieving estimated retail sales of over €100 million in 2023. The company attracted significant investment to fuel its expansion, including a Series B round of $22 million in 2020 and a €20 million round in 2023. This growth culminated in its acquisition by American food giant General Mills in April 2024. Despite the acquisition, Edgard & Cooper operates as a separate unit led by its original founders, who remain with the company to continue driving its mission.

Keywords: pet food, natural ingredients, sustainable packaging, direct-to-consumer, ethical sourcing, omnichannel retail, B Corp, animal welfare, premium pet products, dog nutrition