maconda supports EMERAM in its investment in Provital, a direct marketer of high-quality pet food
maconda News July 2024
Provital, the fast-growing direct sales business for high-quality dog and cat food, has a new shareholder: funds advised by the private equity firm EMERAM have acquired a stake in the leading German specialist. Provital sells its “Anifit” brand nationwide through more than 2,000 specialist advisors. The Cologne consulting boutique maconda supported the transaction with an in-depth, detailed Commercial Due Diligence.
maconda is a leading provider of Commercial Due Diligence in the food segment. In particular, the Cologne-based consultants have extensive experience in pet food across the entire value chain—from raw materials and production, including contract manufacturing common in the industry, through to sales and the operation of various sales channels. For the Commercial Due Diligence on Provital, the primary focus was assessing future demand, especially in the premium wet food segment in which Provital operates successfully.
In recent years, Provital has already grown faster than the market and has significantly expanded its market share in Germany and Austria—driven by high quality, its species-appropriate pet food concept, and above all its highly motivated specialist advisors—almost all of whom are dog and cat lovers, just like their customers. These specialist advisors support customers professionally and maintain close relationships with them.
For the Commercial Due Diligence, maconda used a range of smart analytical tools to identify Provital’s further growth potential. This included detailed micro-geographic analyses that can, for example, reveal untapped sales potential. This method has long been part of maconda’s standard toolkit for consumer goods analyses, including clear cartographic visualization.
About Provital
Based in Taufkirchen near Munich, Provital is a leading, fast-growing provider of premium dog and cat food. It uses an exclusive network of specialist advisors to approach customers personally, provide professional advice, and build long-term loyalty. Provital’s specialist advisors are independent but work exclusively for Provital and receive ongoing training on the products they sell. Provital’s product portfolio mainly comprises premium wet food for dogs and cats, addressing the growing trend among quality-conscious pet owners.
maconda continues to expand its expertise in pet food and pet supplies
In recent years, the maconda team has worked repeatedly across a wide range of food categories and pet food and is undoubtedly among the most experienced consultants in the German-speaking region. This has included many Commercial Due Diligence projects, as well as engagements for strategic realignment and business model optimization.
Overall, maconda is one of the most active specialists for Commercial Due Diligence reviews in the German-speaking region. Many projects relate to consumer goods and all types of retail—brick-and-mortar retail, wholesale, eCommerce.
Extensive industry experience: Dog food | Cat food | Wet and dry food | Snacks | BARF | Veterinary | Contract manufacturing | Pet supplies | Brands | Private label | Premium products | Omnichannel | Specialist retail | Direct sales | Wholesale | a wide range of food categories | Consumer goods of all kinds
About maconda
For more than 20 years, maconda has been supporting companies with acquisitions, performance optimization, and restructuring. With over 800 consulting and implementation projects and more than 450 transaction-related engagements, maconda has extensive experience to pragmatically support even demanding projects. Clients include mid-sized companies, business units of large corporations, as well as international Private Equity investors and family offices.
maconda industry expertise: Consumer goods | Food | Retail & eCommerce | Packaging | Manufacturing industry | Future technologies & software | B2B services (incl. business process outsourcing) | B2C services | Healthcare & MedTech
maconda core topics: Commercial Transaction Services | performance management | Business model optimization