South African pet treat manufacturer Maneli Pets’ first customer was a buyer in the United States. At its Johannesburg facility, the company produces a range of innovative pet treats for both international and domestic markets, including treats made from unique protein sources such as ostrich, venison, crocodile and fish.
The company’s founder, Nhlanhla Dlamini, explains that these unique proteins help international brands differentiate in a crowded market: “It’s ultimately a competition for consumer attention and if you can stand out and be a little bit different to everyone else in the market, that’s an advantage.” The cost advantage of sourcing from South Africa is another plus.
Dlamini purposefully focused on pet treats rather than pet food in general because when it comes to treats, customers tend to have less brand loyalty. “It’s like the chocolate aisle… you’re in a store and you’re about to check out. If there’s a new chocolate there or a new brand of nuts, you’re more likely to try it if it’s the right price and you like it. But when it comes to food, you’ve probably bought the same type of bread or the same type of meat for a long time, and if a completely new product comes into the category, you’re going to be reluctant to try something new. It’s the same with treats – it’s an impulse buy, a treat for your pet. So a lot of pet owners want to try new treats, which is important for us as new entrants into a market that’s been around for over 50 years,” he points out.
Read the full interview with Nhlanhla Dlamini, the South African entrepreneur competing in the multi-billion dollar pet food industry