From the Karoo to feeding pets around the world

With a commitment to innovation, consistency and customer value, Montego, a family-owned pet food company, has grown from a small factory in Graaff-Reinet with just 11 employees to reaching customers in 20 countries across five continents in just 25 years.

In 2000, when founder Hannes van Jaarsveld started the company, it initially offered only Classic Adult dog food.

However, within just two years, it expanded its product line to include cat food and life stage-specific diets, demonstrating its commitment to innovation from the very beginning.

His son, Johan, who now runs the company, said the driving trends in the "humanisation" of pet food (the trend of creating pets’ meals that mirror people's food preferences) now contributed to the expansion of diverse products.

“Our market research has shown humanisation ... continues to drive industry innovation alongside a growing focus on health, functional ingredients, novel/alternative proteins and sustainability in ingredients, processing and packaging

“The health-conscious pet food category is rapidly evolving, with growing demand for minimally processed, wholesome ingredients, cleaner labels and sustainable practices, especially in premium segments.

“The future will likely see more products combining sustainability with added health benefits, driven by functional and innovative ingredients and pet food formats,” he said.

In customers being more mindful of their wallets in the last two years, he said their diverse products including wet food had allowed them to keep their customers.

“The category that is probably impacted most is grooming and supplements, especially as more foods are becoming available that often address supplementary needs.”

In 2012, the super-premium Karoo range was launched, followed by the Monty & Me economy range in 2013.

Since 2015, the company has continually added complementary products and has a total 240 items across nine different brands — Monty & Me, WUMA!, Classic, Karoo, Karoo Wild, Bags O’ Wags, Packs O’ Purrs, Sauce and XenPet.

Despite its growth to now operating 11 facilities across the country and employing 800 people, Montego’s commitment to its community in Graaff-Reinet remains, where it still makes dry food and treats.

“As a family-owned and operated business proudly founded in the Eastern Cape, we champion the entrepreneurial spirit with continuing education and training opportunities for our employees.

“It’s their engagement and ambition that enable us to lead the way in innovation for the community of people and pets that use our products.

“We also understand that people buy from people.

“During the last 25 years, we have been a part of homes across the African continent, but we have also been a partner at the start of many businesses and communities, and that has greatly contributed to our success.”

Looking forward to the next two decades, he said their slogan “Better Every Day”, still inspired their passion for bettering pets, people and the planet.

“My father provided an excellent foundation for Montego’s continued success.

“It is this strong foundation that has allowed us to grow the business further in two areas I am particularly passionate about — international expansion and the ever-growing, ever-innovating treats market.

“We take a holistic approach to pet nutrition, focusing on formulating products that are not only affordable and palatable but are also supportive of pets’ overall wellbeing,” he said.