Laroy Group and Group Depre form strategic partnership!
in CorporateLaroy Group and Group Depre – two Belgian family businesses from Ghent and Beernem, respectively, active in the pet sector – are entering into a far-reaching, long-term partnership for the production of bird, rodent, and hobby animal food for the brands duvoplus, Witte Molen, and CéDé.
Laroy Group, whose core activity is the creation and distribution of brands in various pet products, sought a strategic partner for its successful bird and rodent food brands.
Despite the strength of these brands, the lack of scale and modern automation at the production sites of Witte Molen and CéDé presented an ongoing challenge in a dynamic and competitive landscape.
The solution was found in a new strategic partnership with Group Depre.
Group Depre, a Belgian family business active in animal feed and known in the pet sector for brands such as Beyers, Deli Nature, Euro Premium, and Voskes, specializes in feed for a wide range of pets, with production facilities in Schoten and Dordrecht. The company guarantees craftsmanship and quality. With years of focus and expertise in production, Group Depre is a strong and complementary partner for Laroy Group in pet food.
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Group Depre will be the long-term partner for the production of bird, rodent, and hobby animal food for Laroy Group. Laroy Group will continue to develop and commercialize the food products of duvoplus, the Witte Molen brand, and its product lines such as PUUR, Expert, and Country.
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As part of the partnership, Group Depre is acquiring CéDé NV, the Evergem-based company known for its premium egg food and its own bakery and production facility. This expands Group Depre’s portfolio of production facilities. Both Group Depre and Laroy Group will distribute the CéDé brand.
Thomas Van Nielandt, CEO Laroy Group:
"Our new partnership brings together the strengths of both family businesses. This allows Laroy Group to focus further on the commercialization and distribution of brands, and to accelerate its ambitious organic and external growth plans, supported by the production expertise of Group Depre."
Caroline & Edward Depré, CEO Group Depre:
"This partnership perfectly aligns with our long-term vision as a family business. By joining forces, we strengthen our production capacities and continue building on sustainable quality and local craftsmanship. We are also particularly proud to welcome CéDé into Group Depre. The brand fits perfectly with our portfolio of premium brands such as Beyers, Deli Nature, Euro Premium, and Voskes."
About Laroy Group
Laroy Group, headquartered in Ghent, has grown into a strong international supplier of food and supplies for a wide range of pet categories. Laroy Group and its 200 employees are active in over 80 countries worldwide.
With years of experience, expertise, and a comprehensive product range of over 9,000 items, Laroy Group is a trusted partner for retailers, professionals, and wholesalers in the pet sector. Partners can find a wide selection of exclusive private labels, strong partner brands, and international A-brands that aim to create an optimal relationship between pet and owner.
About Group Depre
Group Depre is a Belgian family business with a rich history dating back to 1847 and a strong passion for food. From five water-based production sites in Belgium and the Netherlands, the group produces and distributes high-quality animal feed, pet food, ingredients, and offers storage & handling services for plant-based raw materials.
The group employs 250 people and combines family values with a strong focus on quality, sustainability, and innovation. Together with customers and partners, Group Depre builds long-term, reliable relationships, driven by craftsmanship and a forward-thinking vision.
About CéDé
CéDé started in 1954 in Tilburg, the Netherlands, as a family business with a passion for ornamental birds. In 1986, CéDé joined Laroy Group and, in 2000, a new production facility was established in Evergem, where CéDé products are still made today using a unique production process.
CéDé specializes in processing chicken eggs into a nutritious and tasty egg biscuit, which forms the basis of all CéDé egg foods. The entire preparation process, from a fluffy batter to baking, drying, and crumbling into the one and only CéDé egg crumb, takes place in the CéDé bakery. The bakers' expertise ensures consistent quality of this very special egg cake.
About Witte Molen
The history of Witte Molen began in 1740 in Meeuwen (the Netherlands), when the millers in the village started trading seeds and grains. Although the company's focus shifted over the years, the knowledge and attention to quality and variety in raw materials has been preserved.
In 2013, Witte Molen became part of Laroy Group, and today, under the Witte Molen brand, you will find food products for birds, rodents, pigeons, and poultry in the PUUR, Expert, and Country product lines. By collaborating with professional breeders, Witte Molen is one of the leading European brands for bird and rodent food, with, among others, the world-renowned Witte Molen crumbled egg food.