Birgitta Ornau, CEO and founder of Munich-based premium food range Terra Canis, talks to pbwnews editor Justine Thompson
1. Can you tell us the company’s background and heritage?
The idea behind Terra Canis was down to my first dog Sueno, who I rescued from being put down in Spain. He was very ill and could not tolerate any food that I bought from shops. So I researched the healthy, species-appropriate nutrition of dogs in depth and started to cook for him myself. He really loved it and quickly started to feel better. I used the same ingredients that I use when I cook for myself, as in the same quality, but obviously in a composition that was appropriate for a dog. Every meal smelled delicious. And that was the point where it all started. Why does pet food always smell unpleasant, somewhat unappetising and not like home-cooked meals? I did a lot of research into the pet food industry and thought to myself: ‘The quality could be a lot better’. I found a Munich-based butcher that was willing to fill the tins for me. As we used only human-grade quality ingredients right from the very first day, we got a special permit from the government of Upper Bavaria to manufacture pet food in this butcher’s shop. It was unusual at the time! Due to quality differences, it is normally prohibited to manufacture pet food in establishments where food for humans is also being made because of the difference in quality. This is in complete contrast to what happens at Terra Canis.
2. What is the firm best known for and why?
The special thing about Terra Canis, and something that was unique about it for a long time, is the genuine human-grade quality of all ingredients. And this means every single ingredient, from the meat, vegetables, fruit and herbs to additives such as eggshell, seaweed and brewer’s yeast, is of proven human-grade quality. Human-grade quality means the kind of quality that is required of products intended for human consumption. The quality parameters in this respect include, for example, freshness, upper limits on bacterial counts for meat that cannot be exceeded, no interruptions in the cold chain, best before dates that have not expired etc.
3. Where do you source your ingredients?
We procure the majority of our ingredients from Germany. But there are of course some sources of protein that we use, for example in our ‘Hypoallergenic’ line that are not available in Germany, such as water buffalo and camel.
4. How do you support retailers and customers?
We like to work with retailers as partners, so we guide them on how to best launch our products and collaborate in achieving the best business results. Additionally, we make a great use of sampling as it is our best marketing tool for consumers to try for themselves the superior quality of Terra Canis. See and smell to believe!
5. Has the company been affected by the coronavirus pandemic?
This pandemic has made consumers think more carefully about the way they feed their pets. Healthier and more natural products are even more on the rise than before, so our sales accelerated last year and have kept growing during the start of 2021.
6. And has Brexit thrown up any additional challenges?
No. We are now starting our initial development in the UK, so Brexit has not had any impact for us.
7. Sustainability is a key issue across the globe…what is the company stance on it?
For some time now, we have been running a project called ‘Terra Canis Goes Green’. As part of this project, we are trying to realise everything that we can do within the company to make the world a bit of a better place, step by step. Our packaging, outer cartons and also our brochures are manufactured from recycled paper, making them carbon neutral. Our new dedicated production facility was constructed to be highly energy-efficient and we planted a 5000m2 natural meadow on the roof so as to renaturalise that particular area and give the bees and birds their natural habitat back. In 2022, we’re also planning to put some bee hives in the outdoor area of the factory.
By the end of 2021, our factory will be run entirely on green electricity. With the menus ‘Tree Lover’, ‘Sun Keeper’ and ‘Ocean Saver’ from our wet food line ‘Save the Planet’, we make our dogs guardians of the environment. With every tin we sell, money is donated to projects that support reforestation, bring light to the villages and schools of Africa or clean up waste in the sea. And we have lots more ideas for the future….
8. What are thoughts on design and packaging?
Right from the very first day, we’ve tried to make our products stand out from the competition as far as design is concerned. The aim is to present a very attractive and individual design but also to convey the uncompromising and special product quality.
9. Are there any new product launches on the horizon?
Early this summer, we’re planning to launch our new wet food line ‘Market Ragout’ on to the market. In contrast to our other wet food menus where the meat is minced and then mixed with the vegetables, fruit and herbs, whole chunks of muscle meat or larger pieces of chicken or turkey breast or sometimes whole poultry hearts can be found in these menus, e.g. in a goulash. These pieces of meat are combined with lots of fresh, healthy vegetables, fruit and herbs. When you pour the ragout into a bowl, you can see every single ingredient. The muscle meat almost falls apart in your fingers and you can identify almost every type of vegetable. Just like what happens with a meat and vegetable casserole when you cook the meat and vegetables together for a long time. The smell is mouth-watering. It actually smells like you’ve cooked it yourself in your own kitchen.
10. Are there any company (or personal) pets who get to test the product?
Of course, all of them. We have 12 dogs in the office at the moment, all of whom are very welcome and are allowed to accompany their owners to the office every day.
Our office in Munich is just a few minutes’ walk away from the gorgeous 420 hectare English Garden, which is one of the largest natural city parks and is said to be bigger even than Central Park and Hyde Park.
