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The Fressnapf specialty chain honoured companies Mera-Tiernahrung and Erdtmann as “Supplier of the Year” at their in-house trade fair “EXPERIENCE 2010”. The title "Supplier of the Year" has been awarded since 2008 to companies that have developed forward-looking ideas and concepts in logistics and innovation. Alongside Mera and Erdtmann, this was also the first year that an in-house department, Private Label Non-Food, received this award. The cup was presented to the winners by Managing Director Michael Brackmann and Head of Category Management, Arnd Wiegler.

The company Mera-Tiernahrung, with headquarters in Kevelaer, Lower Rhine region, became "Supplier of the Year" in the innovation category. The innovative product: premium cat food “Wahre Liebe” (true love), which turned out to be a first-class sales development in Fressnapf stores just shortly after its introduction onto the market. “At Fressnapf, we did wonder who could possibly need another cat food. No-one could. But what cats need is love - ‘True Love’”, says Arnd Wiegler in praise of the innovative product concept. According to Wiegler, the high quality food is very well accepted and, with its emotive product name and striking packaging design, particularly successful in appealing to Fressnapf's female clientele.

Lauenburg bird feed manufacturer, Erdtmann, was nominated as “Supplier of the Year” for logistics. The wild bird feed segment has been recording strong growth in turnover for years, because Erdtmann purposefully accelerated the trend of feeding wild birds all year round. Michael Brackmann explains that “despite the long, hard winter, there were no goods shortages in the stores. The company Erdtmann and its logistics department stand for a very high level of stock availability and very short stock replacement times”. Fressnapf were able to achieve a maximum increase in turnover from the extreme weather conditions, thanks to Erdtmann.

Fressnapf’s own Private Label Non-Food department was also named "Supplier of the Year" this year. The title was awarded for a cat litter tray, printed using a special technique, from the Fressnapf private label AniOne. The littler trays are produced using a globally unique manufacturing process - The designs are completely scratch-proof and wipe-clean, making them particularly long-lasting. Eight different design models are now available from Fressnapf. According to Michael Brackmann “the printed litter trays help us to stand out from our competitors. We are expecting sales in this product category to increase further in the future, after the last distinct increase in turnover”.


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Supplier of the Year – Mera-Tiernahrung RGB – JPG For the innovative product “Wahre Liebe” (true love), Mera-Tiernahrung was awarded “Supplier of the Year”. From left: Arnd Wiegler, Head of Category Management Fressnapf, Bernd Vos, Proprietor Mera-Tiernahrung, Günter Kalf, Company Officer Mera-Tiernahrung and Fressnapf Managing Director Michael Brackmann. (14.10.2010) Download (382KB)

Supplier of the Year – Logistics RGB – JPG The company Erdtmann was honoured “Supplier of the Year” for logistics. Christoph Erdtmann (center) received the award from Arnd Wiegler (left) and Michael Brackmann. (14.10.2010) Download (372KB)

Supplier of the Year – Private Label Non-Food RGB – JPG For the first time, Fressnapf also nominated an in-house department this year. The department Private Label Non-Food is “Supplier of the Year”. Nina Dellemann, Maike Dohrs and Sylvia Marotta (from left) accepted the award for the department. (14.10.2010) Download (420KB)