A reliable and affordable partner for retailers, co-packers, and traders. Moreover, using as many sustainable raw materials as possible. As a private label producer, Nutripet sets high standards, resulting in an annual growth of 10 percent. The family business is therefore looking for a New Business Account Manager.
In 2003, Ruud Oostrom, Sabine's father, started selling dog snacks along with a partner who had experience in pet food. He himself was familiar with the private label world. After a few years, the company moved from Hoogerheide in Brabant to Kapelle in Zeeland, where Oostrom established his own factory. The facilities for the employees are unique in the industry: there is natural light, LED lighting, and underfloor heating in the factory.
How did the company grow from two people to around fifty permanent employees in 23 years?
Sabine: "In the beginning, Ruud and his partner did everything themselves: sales and administration in the morning, production and packaging after lunch, and updating the mailbox in the evenings. It wasn't easy to break into the retail world. Until a supplier of a supermarket chain collapsed, and the retailer asked: how quickly can you deliver? Within three weeks, Nutripet products were on the shelves. Then things started rolling: other supermarkets and pet stores also approached them."
"Now we supply retail throughout Europe. From Scandinavia, the Czech Republic, Greece, Spain, and everything in between. For this, we have fifty people permanently employed, plus a flexible workforce."
Is fast delivery your secret?
Sabine: "Our philosophy is simple: we deliver a high-quality product efficiently. Additionally, we maintain a high level of service. Our delivery performance is over 95 percent. The customer is our top priority. This makes us a reliable partner for retailers. Add to that our competitive prices, and you have the recipe for growth."
Tell us about your product: dog snacks.
Sabine: "We develop, produce, and package dog cookies in various shapes and sizes. We started with biscuit production. Over the years, we have significantly expanded our product portfolio. In addition to biscuits with one type of dough, we have biscuits with two types of dough, in a sandwich form.
Ten years ago, we purchased a new machine that allows us to make dental snacks for the care of dogs' teeth. Last year, we started making snacks for cats. In this area, we can also continue to grow in product development."
Your name is never on the packaging. How do you feel about that?
Hans: "Indeed, we always work under the client's brand. The advantage is that we can provide customized solutions. Whatever packaging the client wants: almost anything is possible. We can even customize the product. Sometimes we develop a specific product for a client."
Sabine: "The downside of private label is that as a production company, you are a relatively unknown player, for example, in the labor market. This makes it more challenging to recruit people. Brand companies are more appealing."
'From the work floor to management: everyone here wants to contribute something.'
How do you distinguish yourself in the world of pet snacks?
Hans: "There is a lot of competition in this market. We distinguish ourselves through customization and service. We are a medium-sized company. Other players in the market are much larger. They are not as flexible organizationally and in terms of volume. Our lines are short. We have a flat organization. It works very well."
Sabine: "We work in the office as mixed as possible. Procurement, quality, and sales are not separate islands. This leads to cross-pollination: together you achieve more."
Hans: "Our people are direct and open. We work as a team. You can always walk into the factory here and ask the operator: how does this work? People are open to sharing their knowledge. No matter which department you work in, we all have the same goal: to sell a high-quality snack at good margins."
How would you describe the mentality at Nutripet?
Hans: "I come from the bakery sector. I thought: the quality requirements here must be a bit more relaxed. But that's not the case. It may even be sharper here. Our snacks are certified at the highest level: the International Food Standard (IFS Food), higher level. This is sacred within the company; we closely monitor quality together."
"What I also find pleasant is the freedom that every employee gets here. There is flexibility in how you approach your work. I see myself as a coach who provides guidelines. And outside the guidelines, there is always room for discussion."
Sabine adds: "Personal responsibility is the foundation in all aspects of our company. Our bakers do not receive a specific oven setting. They know which cookie to make, with what moisture content. How they get there is their responsibility. This way, people experience space and freedom. We give our people the opportunity to grow. It often turns out that they can achieve more than they expected. That drive for development is characteristic of our people. From the work floor to management: everyone here wants to contribute something."
What are the challenges and opportunities for Nutripet?
Sabine: "We see plenty of opportunities in Europe. We have just started with cat snacks, so there is a world to conquer here. We can also expand our range of dog products further."
Hans: "In addition, our focus is on Eastern Europe. Guard dogs are increasingly becoming pets. We expect the market to grow there, so we are focusing on that area now."
Sabine: "Our internal challenge is the step we are taking from a small company to a medium-sized company. This means that we have quite a few vacancies. Recruiting good staff is a challenge."
You are looking for an Account Manager New Business. What should this person bring to the table?
Hans: "We need a commercial and entrepreneurial man or woman. The focus for this position is truly on developing new business. You must enjoy going out: to trade shows and actively seeking new customers."
"Furthermore, a certain level of knowledge is important. Especially that you speak the language of the customer. Experience with retail and private label is a plus. And of course, you are willing to learn. We coach our new people and have a good training program in place."
