Pet food firm predicts 500% sales increase following Japanese deal
Hunger for high-quality pet food in Japan has resulted in 400% sales growth this year and a predicted 500% increase over five years for Manchester business MPM Products.
Founded in 2002 by passionate pet owners, Making Pet Food Matters (MPM) provides an alternative to additive-filled food on the market.
Made using 100% natural ingredients, MPM’s range of brands, including Applaws and Encore, are trusted by welfare-conscious owners in 49 countries.
After launching in Japan in 2019 through distributor AEONPet, MPM has generated £1m in sales so far this year, leading to a five-year projection of £5m.
The company has been supported by the Department for International Trade (DIT) since 2014 and has worked extensively with DIT’s overseas advisers to establish itself in new markets, including the US, where sales have doubled year-on-year.
MPM Products’ chief operating officer, James Bracewell, said: “We previously found Japan a difficult market to obtain new business in due to the strict legislative framework and high expectations on quality.
“However, with the help of the Department for International Trade and others, we have recently won new business with our Applaws brand.
“Applaws’ premium cat and dog food provide real health benefits for pets and strong growth is anticipated as the roll-out across Japan continues.”
Other significant markets for MPM brands include Brazil, Peru, Mexico, Taiwan, and China.
In April, at the height of lockdown measures, the company noted a spike in e-commerce orders which has helped sustain growth, despite the pandemic.
On Friday, October 23, the UK-Japan Comprehensive Economic Partnership Agreement was signed by Trade Secretary Liz Truss and Japan’s Foreign Minister Motegi Toshimitsu in Tokyo.
Exports Minister, Graham Stuart, said: “MPM Products’ heart-warming success illustrates the export opportunities on offer for small businesses all across the UK as a result of the UK-Japan Free Trade Agreement.
“There is strong demand in Japan for our high-quality goods and services, and North West businesses like MPM are well placed to benefit from the deal’s tariff reductions and enhancements in areas such as digital and data.”
