MHP opens Croatia’s first wet pet food plant as feed-to-pet strategy expands

CROATIA – MHP SE, a leading international food and agri-business group, has opened Croatia’s first wet pet food production facility, expanding its feed-to-food strategy into the fast-growing European pet nutrition sector.

The new facility, located in Zlatar Bistrica, represents an investment of more than €43 million (US$50 million) and will produce MHP’s new premium pet food brand, Proof.

According to the company, the plant is part of a broader circular-economy strategy to create higher-value products from integrated poultry and meat production systems.

Yuriy Kosyuk said the move marks MHP’s official entry into the pet food market.

“I believe that the entrepreneurial mindset, commitment to innovation, and operational excellence that have driven our international growth will also support our success in this industry,” Kosyuk said.

The Proof brand was developed in response to growing demand for premium pet nutrition products featuring high meat inclusion, grain-free formulations and traceable raw materials.

Integrated poultry and feed systems support pet food expansion

MHP said its vertically integrated production model gives the company greater control over raw material supply, product quality and manufacturing efficiency.

Oleksii Bezuglyi said the company is leveraging expertise developed through decades of poultry and food production.

“Our competitive advantages include full control over the supply of raw materials, world-class production standards, and a strong focus on product quality,” Bezuglyi said.

Industry analysts say major poultry and feed companies are increasingly expanding into pet food as demand rises for protein-rich formulations and value-added animal nutrition products.

The new plant also strengthens Perutnina Ptuj’s regional role, which MHP acquired in 2019 as part of its broader European expansion strategy.

Since the acquisition, Perutnina Ptuj has nearly doubled production and significantly expanded exports across Western Europe and the Iberian market, supported by investments exceeding €241 million and a network of more than 400 contracted poultry breeders.

MHP added that the Zlatar Bistrica facility is expected to support local economic activity by creating new employment opportunities and fostering supplier partnerships.

Željko Kolar said the investment strengthens the region’s position as a destination for international agrifood investment.

The opening comes as global feed, poultry, and meat companies increasingly diversify into pet nutrition, seeking new revenue streams amid growing consumer demand for premium pet food products.

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