Royal Canin Worldwide

Looking Back to Move Forward

As Royal Canin USA enters a new century and a new millennium with a new name, new pledge and new direction, it is important for the company to take time to reflect on its humble beginning and the journey that brought the company to what it is today.

The American Connection

Pet Products Plus became the Royal Canin United States subsidiary in 1987-88 with the buyout of the brands Kasco and Wayne, but the stage was set years before.  Pet Products Plus began in 1980 as Farmer's Energy.  At that time, the US was very interested in alternate fuels to reduce the dependence on imported, OPEC controlled oil.  Farmer's Energy had a charter to produce ethanol alcohol from corn.  Dry dog food was a secondary product of the process, created from the protein side of the distillate grains.  When the alcohol product did not materialize, Farmer's Energy became a full time manufacturer of dry dog food.  After some success in private label, Farmer's Energy acquired the pet food assets of Con Agra and became a branded producer to both the supermarket and non-supermarket trade with the brands Bow Wow and Kasco.  In 1987, Royal Canin Group of France acquired a majority interest in Pet Products Plus and added Wayne Pet Foods in 1988.

With this expansion to the United States and the establishment of Pet Products Plus, Inc. came the development of a second research center and an additional manufacturing site, both located in Rolla, MO.  A number of exciting new products were introduced in the 1980's, including the first cynotechnical line of food designed to meet the nutritional quality requirements of pets.  The product represented considerable scientific advancements in the field of dog nutrition.

Today, Royal Canin USA manufactures and sells a variety of premium pet food products to meet consumers needs.  Brands including Royal Canin Size Nutrition for dogs, Royal Canin Feline Nutrition, Sensible Choice, Kasco, and Natural Blend holistic food for dogs each address a specific area of pet nutrition.  For example, Royal Canin Size Nutrition is the first complete line of ultra-premium dog food formulated to address the unique characteristics of small, medium and large breed dogs across all life stages and activity levels.  The new Royal Canin Feline Nutrition line for cats, the largest line of nutritional cat food on the market, is recognized by breeders as the best in the world.  Royal Canin Feline Nutrition includes Persian 30, the world's first cat food specifically adapted for Persian cats.

 Royal Canin was the first publisher of a number of books and professional guides developed to improve knowledge of cats and dogs and their environment.  Royal Canin books include: "The Royal Canin Dog Encyclopedia", "The Royal Canin Cat Encyclopedia", "The Practical Guide of the Sports Dog", "The Practical Guide of Dog Breeding", and "The Practical Guide of Cat Breeding".  Royal Canin plans to publish additional books this year, including a second practical guide for cat breeding, a guide for rescue dogs, and two nutritional reference guides for cats and dogs dedicated to veterinary students.  Royal Canin believes that knowledge of dogs and cats can help the company create quality products and achieve global success in the pet food industry while maintaining respect for animals.  In addition, Royal Canin USA offers pet owners a number of special pet product programs.

These programs include The Royal Canin Cat Breeders Club, The Sensible Choice Breeders Partnership, The Kasco Pointing Bird Dog Club, The Kasco Fox Hound Club, The Kasco Beagle Field Trial Club, The Kasco Point and Retrieve Club, The Kasco Working Dog Club, and The Royal Canin USA Hunt Test Club.  Programs offer pet owners and breeders the opportunity to earn special rewards and to receive important information on pet nutrition through product purchase as a program member.

Royal Canin USA also supports pet programs and competitions.  For example, Royal Canin USA is proud to be part of Doug Swingley's winning dog sled team.  Swingley is a two-time Iditarod winner and record holder.  He feeds his winning team Excel, the exclusive dog food for the team.  Winner of the 1999 Alaskan Iditarod, he also received several other awards for his performance.  Doug is continuing to feed Excel to his team as he prepares for the 2000 Iditarod race.

A Simple Beginning for a Future International Company - 1960's

Royal Canin Group, the international parent company, is headquartered in Lunel, in Southern France, near Montpellier.  Royal Canin is a limited liability company established under French company law.  Royal Canin is a company listed on the First Market (Monthly Settlement) of the Paris Stock Exchange and is part of the SBF 120 Index.  The Royal Canin Group is the leader in dry foods in Europe and one of the main world producers of top-of-the-line nutritional dog and cat foods.

Royal Canin got its start first as a pet food product, when in 1967, French veterinary surgeon Jean Cathary developed the royal Canin brand of pet food.  In 1970, the company got its official start with the creation of Royal Canin, SA and the establishment of the first manufacturing plant in Aimargues, near Montpellier, in Languedoc, Southern France.  In this same year, distribution throughout Europe took off and Royal Canin Iberica, SA was established by an importer in Spain.

Global Expansion - 1970's

Growth and expansion continued throughout the 1970's with a buyout of Royal Canin by the Guyomarch Group, adoption of a true science-based research and development company culture, and introduction of a large-scale industrial strategy.  Other notable events of this decade include appointment of Dr. Daniel Cloche, a well-known specialist in bone diseases affecting dogs, especially older large breed dogs, as Director of the Research Center in Saint Nolff, buyout of the Cambrai plant in Northern France, establishment of Royal Canin Belgium and Royal Canin Germany and the launch of the first range (CLUB) developed especially for dog breeders.

Continued Growth and New Technology - 1980's

The 1980's were an equally exciting time for Royal Canin, SA.  In 1977, the company's research and development department highlighted the connection between inadequate diet in large breed puppies and subsequent bone disorders in adult large breed dogs.  From this discovery came the 1980 introduction of the world's first puppy food created for large breed dogs.  A second important new product offering included the launch of Canistar Felistar, a line co-developed with Rhône-Mèñieux and Dr. Grandjean, a professor at ENVA.

The product was introduced and marketed exclusively to veterinarians.  Through involvement with the sled dog races in Pyrenean mountains and Alaska, research and development created and introduced a line of high energy foods as well as a system of protocols concerning illnesses and ailments associated with competitive dogs.  During this decade, Royal Canin continued to grow with the establishment of Royal Canin Italy, and Royal Canin Sweden.

Moving to a New Millennium - 1990's

The last decade of the century has also been a decade of exciting growth and great change for the Royal Canin family.  New products introduced in the 1990's included the RCCI high nutrition dietary program intended for "general public" consumers.  These products were designed to specifically address the unique needs of dogs at various ages, activity levels and physiological states, with specific products for small and large breed dogs for puppies and adults.  Small breed dog food, Sensible Choice, Excel and Natural Blend products (the group's top-of-the-line high nutrition brands) were introduced through the US subsidiary, Pet Products Plus.  In addition, the 1990's marked the launch of the Royal Canin product in the US.  Expansion continued with the establishment of Royal Canin Netherlands through purchase from the local importer/distributor, Royal Canin Brazil in Descalvado and Royal Canin Argentina.

Notable achievements during the 1990's included adoption of the Service Alliance Charter which formalized the partnership with distributors and importers, adoption of the Breeding Agreement expressing the special relationship between Royal Canin and breeders, modernization of the three European industrial sites, modernization and doubling of the plant site in Brazil, flotation of Royal Canin on the Paris Stock Exchange and publication of the Royal Canin Dog Encyclopedia and the Royal Canin Cat Encyclopedia.

Today, with more than 36% of the market share in France and 18% in Europe, Royal Canin is by far the leader in the dog dry food market.  Since the 1970's, Royal Canin is also the traditional leader within the European breeder market.  Royal Canin USA is a leading premium pet food manufacturer in the US.  Royal Canin distributes its products primarily through specialized retail outlets such as pet shops, breeders, veterinarians, garden centers, do-it-yourself centers and agricultural stores.  The company selected this method of distribution because it provides consumers with the level of service and advice which distinguishes Royal Canin in the pet food market.  The company has developed a very distinctive brand and marketing image, symbolized by a German Shepherd dog.

Year 2000 and Beyond

January of 2000 marked an exciting time for Royal Canin USA.  As employees and company leaders from around the world gathered in St. Louis, Missouri at the annual company meeting, they came prepared to meet the new millennium with a new name, new focus and new direction.  The new name is Royal Canin USA.  The new focus includes enhancement of global partnerships with Royal Canin International subsidiaries to tap the available science and technology resources to continue developing quality pet food products.  The new direction includes embracing global partners and pushing further into the global marketplace to expand existing sales and distribution.