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Edgard & Cooper
Product typeHealthy pet food
CountryBelgium
Introduced2016
MarketsInternational
WebsiteOfficial website

Edgard & Cooper is a Belgian premium pet food brand. Founded in 2014 by Louis Chalabi and Jürgen Degrande, Edgard & Cooper was positioned as a challenger to traditional pet food, creating a healthy and sustainable alternative pet food that used natural ingredients and no additives.

Edgard & Cooper's products are available in in over 20 countries, including the United States, the United Kingdom, France, Germany, and Spain, and are sold both direct-to-consumer and in brick and mortar retail. The company is a B Corp, and donates 1% of its sales to the Edgard & Cooper Foundation.

History

“Consumers are on autopilot,” “They trust big brands they’ve known for 20 years, and their parents told them it was good. They go to the shop and buy a pet food brand and they don’t question themselves. But some consumers are really asking for more transparency."

Chalabi speaking to Adweek

Edgard & Cooper was founded in 2016 by Louis Chalabi, Koen Bostoen and Jürgen Degrande with the aim of seeking to provide a healthy and sustainable alternative pet food, challenging low-quality ingredients in the pet food industry.[1][2][3][4] Chalabi and Bostoen had first had the idea in 2014, and named the brand after their dogs, Edgard and Cooper.[5][6] Positioning itself as a challenger sustainable alternative to traditional highly processed pet food, the business was incorporated in 2016 with Degrande, who had been working in the retail sector.[7][8][5][9][10][11]

Known for its guerilla marketing campaigns, Edgard & Cooper has also published research critical of main ingredients in traditional mass market pet food, as part of an awareness campaign in 2023.[12][13][14][15]

In 2022, the company was made a B Corp.[10][16][15][17] The company was noted for being the first major pet food brand with fully biodegradable packaging.[18][19][20] They also donate 1% of their revenues to the Edgard & Cooper Foundation, which supports animal welfare organisations.[21][18][7][22][23][15][24]

Expansion and markets

Edgard & Cooper started selling their dog food domestically in March 2016, before expanding to France and the Netherlands.[24] As of 2020, they were sold direct-to-consumer in Belgium as well as through 'Aveve, Tom&Co, Carrefour and Bio-Planet'.[7] They were launched the UK in 2018, before unveiling their first product for cats in 2019.[25][24] The brand moved into brick and mortar with Sainsburys in 2020. Listing with Fressnapf in early 2020 brought the brand to Germany, Austria, Switzerland, Luxembourg and the Republic of Ireland.[26][27] By late 2020, they were active in 14 countries in Europe with offices in Kortrijk alongside London, Paris, Madrid, Milan, Rotterdam and Düsseldorf.[26][18][5][28] By 2020, the brand was selling 200,000 meals per day, and by 2022 had scaled to 185 employees.[18][24]

Products

Edgard & Cooper started with products for dogs, before expanding to cats in 2019; current products include dry and wet dog and cat food, as well as various treats.[23][7][25][10] By 2022, the range included 136 different products, with wet food, dry food, snacks and 'dentals'.[24][18][29]

In 2021, after surveying their consumers, the company launched two plant-based dog food lines.[30] In 2022, they launched a 'junk-free' cat food line.[10]

Funding and revenue

In 2020, the brand received £16.5 from The Craftory, a consumer-packaged goods investment fund, and DLF Ventures, an investment fund of AB InBev member François-Xavier de Mévius, seeking to grow further across Europe.[7][18][6][31] They closed a second round of €20 million in 2023.[32][20] The funds were used to 'accelerate product development and continue its growth in the Pan-European pet food market.'[10]

Edgard & Cooper was featured prominently in the third episode of Netflix series Emily in Paris.[33][34][35][20]

References

  1. ^ "Edgard & Cooper "They are what they eat" by We Are Pi". www.campaignlive.co.uk. Retrieved 2023-07-07.
  2. ^ "Advertisement feature: Health-conscious food choices your pet will love". The Telegraph. 2023-04-06. ISSN 0307-1235. Retrieved 2023-07-07.
  3. ^ "Edgard & Cooper Launches Provocative Campaign Championing Junk Free Pet Food | LBBOnline". www.lbbonline.com. Retrieved 2023-07-07.
  4. ^ Periódico, El (2023-06-28). "La marca de comida natural para perros que utiliza solo carne y pescado frescos, frutas y verduras". elperiodico (in Spanish). Retrieved 2023-07-07.
  5. ^ a b c "This Challenger Brand Aims to Shake Up the Pet Food Category". web.archive.org. 2023-04-26. Retrieved 2023-07-07.
  6. ^ a b Hall, Christine (2020-11-06). "Exclusive: Edgard & Cooper Bags $26M To Expand Fresh Pet Food Business". Crunchbase News. Retrieved 2023-07-07.
  7. ^ a b c d e De Roo, Marc (2020). "Edgard & Cooper expands dog kibble range". De Tijd.
  8. ^ "Le Love derrière l'esprit d'entreprise de Koen Bostoen". Belfius (in French). Retrieved 2023-07-07.
  9. ^ "Power up your pup with the right dog food". The Independent. 2023-05-12. Retrieved 2023-07-07.
  10. ^ a b c d e "Edgard & Cooper raises €20 million in latest funding round | Pet Food Processing". www.petfoodprocessing.net. Retrieved 2023-07-07.
  11. ^ "Geen kat in een zak". Sterck Magazine (in Flemish). Retrieved 2023-07-07.
  12. ^ Publicista, El (2023-06-27). "Edgard & Cooper presenta su 'comida de verdad para amigos de verdad'". elpublicista.es (in Spanish). Retrieved 2023-07-07.
  13. ^ "Doing Anything for Love - Ad Shows What Pet Owners Endure". web.archive.org. 2023-04-26. Retrieved 2023-07-07.
  14. ^ "Thursday Stir". www.adweek.com. 2023-04-27. Retrieved 2023-07-07.
  15. ^ a b c España, El Periódico de (2023-06-28). "La marca de comida natural para perros que utiliza solo carne y pescado frescos, frutas y verduras". elperiodicodeespana (in Spanish). Retrieved 2023-07-07.
  16. ^ "Esta es la mejor comida para tus mascotas". hola.com (in Spanish). 2023-06-26. Retrieved 2023-07-07.
  17. ^ "THE CRAFTORY LEADS EDGARD & COOPER €20 MILLION ROUND". Yahoo Finance. 2023-01-23. Retrieved 2023-07-07.
  18. ^ a b c d e f Mattinson, Alec. "Premium dog food brand Edgard & Cooper secures £16.5m to back European growth". The Grocer. Archived from the original on 7 Jul 2023. Retrieved 2023-07-07.
  19. ^ Selwood, Daniel. "Edgard & Cooper lands Sainsbury's listing for grain-free dogfood". The Grocer. Archived from the original on 7 Jul 2023. Retrieved 2023-07-07.
  20. ^ a b c Mouse, Simon (2023). "Emily in Paris dog and cat food box raises 20 million euros". L'Echo.
  21. ^ "This Challenger Brand Aims to Shake Up the Pet Food Category". web.archive.org. 2023-04-26. Retrieved 2023-07-07.
  22. ^ "Edgard & Cooper supports street dogs". Het Laatste Nieuws.
  23. ^ a b "Honden spelen hoofdrol in televisiespot Edgard & Cooper". www.gondola.be (in Dutch). Retrieved 2023-07-07.
  24. ^ a b c d e "Geen kat in een zak". Sterck Magazine (in Flemish). Retrieved 2023-07-07.
  25. ^ a b Selwood, Daniel. "Edgard & Cooper debuts wet and dry catfood options". The Grocer. Archived from the original on 7 Jul 2023. Retrieved 2023-07-07.
  26. ^ a b Cooper, Edgard &. "Edgard & Cooper Fuels Expansion With Major Listing Across 5 European Territories". www.prnewswire.com. Retrieved 2023-07-07.
  27. ^ "Premium pet food brand expands across Europe | 2020-09-16 | Pet Food Processing". www.petfoodprocessing.net. Retrieved 2023-07-07.
  28. ^ "Edgard & Cooper unleashes first UK ad campaign". The Drum. Retrieved 2023-07-07.
  29. ^ Cortés, Marina Ortiz (2023-06-27). "Los chefs Joaquín Serrano y Jorge Velasco, sobre la tendencia gastro vegana: "Bendita moda si incluye la buena cocina"". El Independiente (in Spanish). Retrieved 2023-07-07.
  30. ^ "Edgard & Cooper debuts plant-powered dog foods | Pet Food Processing". www.petfoodprocessing.net. Retrieved 2023-07-07.
  31. ^ BASEKIN, ERTAN (16 Nov 2020). "Miljoenendeal na bezoek in supermarkt". De Telegraaf. Archived from the original on 7 Jul 2023.
  32. ^ "Edgard & Cooper raises €20 million in latest funding round | Pet Food Processing". www.petfoodprocessing.net. Retrieved 2023-07-07. Edgard & Cooper, a manufacturer of premium dog and cat food, recently closed its funding round with €20 million ($21.71 million USD) in investments. The round was led by The Craftory, a consumer-packaged goods investment fund, and received participation from DLF Venture.
  33. ^ Seguso, Laura (2023-03-16). "Edgard & Cooper petfood punta all'espansione del brand in Europa". Pet Trend (in Italian). Retrieved 2023-07-07.
  34. ^ "Wat doet een Kortrijks dierenvoedingsmerk plots in Netflix-serie 'Emily in Paris'? "We vielen van onze stoel"". Het Nieuwsblad (in Flemish). 2022-12-22. Retrieved 2023-07-07.
  35. ^ "Wat doet een Vlaams dierenvoedingsmerk plots in Netflix-serie 'Emily in Paris'? "We vielen van onze stoel"". Gazet van Antwerpen (in Flemish). 2022-12-23. Retrieved 2023-07-07.
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