Company History
Jonathan Sage, founder of Animals First, gives an insight to how Animals First developed…
In 1999, we acquired a smallholding and began raising rare and traditional breeds of poultry, turkeys, pigs, sheep, and cattle. Over the next three years, we experimented with various feed companies, but none improved the breeding outcomes or overall health of our animals. In 2002, I noticed an advertisement for Garvo feeds. Sceptical yet hopeful, we decided to try their products in 2004. The Garretsen family’s genuine interest led us to purchase a mixed pallet of their feeds.
The results were remarkable. Our three Gloucestershire Old Spot sows, which previously had litters of 3 to 7 piglets, produced 9, 11, and 13 piglets, respectively, after switching to Garvo. One sow even had a litter of 19 piglets. This transformation was a testament to the quality and effectiveness of Garvo’s feeds in enhancing the health and productivity of our livestock.
Our experience with Garvo feeds has been transformative, leading to significant improvements in the health and performance of our animals. We observed a remarkable increase in our poultry’s hatching and survival rates, rising from 75-80% to 93-96%. Venturing into racing pigeons, our first year using Garvo’s G-Spirit range resulted in winning every club young bird race except one. Overall, all our animals appeared happier and healthier.
As demand for our products grew, we expanded our customer base beyond the local community. Through our discussions with Herman and Janine Garretsen, the owners of Garvo, we secured the rights to distribute Garvo products throughout the UK and Ireland. Within five years, our annual sales exceeded 650 tons.
Garvo’s commitment to quality is evident in their use of pure and natural vitamins and minerals sourced from deep mines, ensuring high bioavailability for animals. Additionally, the natural oils in Garvo feeds supports the immune system of animals. The manufacturing process employs steam to moisten the milled feed, resulting in pellets with significantly lower residual water content, offering better value by eliminating hidden water weight often used by other manufacturers to increase weight and reduce costs.
Garvo maintains stringent quality control measures, ensuring that all ingredients meet their high standards before acceptance. They implement a quality management system based on Good Manufacturing Practice (GMP) and Hazard Analysis of Critical Control Points (HACCP), along with additional internal product requirements.
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Their feeds have a shelf life of 9 to 12 months, attributed to their purity and low moisture content. While Garvo products may not be the cheapest, many customers find that the benefits are immense. A notable advantage reported by users is the reduced feeding rate, with many feeding 10-15% less compared to other feeds, leading to cost savings over time.
Equine Range
In addition to our successful partnership with Garvo, we expanded our range by introducing Pavo horse feeds to the UK market. After a meeting in the Netherlands, we began distributing Pavo products, which complemented our existing range and contributed to our growth alongside Garvo.
Subsequently, Pavo introduced us to Hartog, Europe’s largest grower and supplier of Lucerne and grasses. Hartog produces their own feeds using natural ingredients, ensuring high quality and nutritional value. This partnership allowed us to import and stock Hartog feeds, further enhancing our commitment to support and enhance animal nutrition and health.
Hartog’s product range includes healthy roughage and concentrate feeds based on the unique qualities of grasses, particularly Lucerne (alfalfa), to provide a fibre-rich diet that supports digestion and overall health.
Hartog’s dedication to quality and natural ingredients aligns with our mission to offer products that promote the health and well-being of animals. Their feeds have gained recognition among customers, with positive feedback highlighting their effectiveness in maintaining weight and supporting overall health.
In 2023, after conducting trials with Van Gorp feeds, we were impressed with their quality and performance. Van Gorp, a family-owned company with over a century of experience, offers a diverse range of animal feeds, including horse feeds, hobby feeds, and livestock feeds, all crafted with a focus on taste, health, and purity.
Consequently, we decided to stock their products, aiming to provide our customers with an even greater choice of high-quality feed options.
A Growing Family Business
In 2016, we relocated to Little Saxham in Suffolk. Two years later, in 2018, Naomi and Jonathan Sr. ventured into the hospitality industry by purchasing and operating a vegetarian and vegan pub, with assistance from Naomi’s sons, Joseph and Christian, and family friend Ellie.
Anticipating the challenges posed by Brexit and coinciding with Jonathan Jr.’s university graduation, we identified an opportunity to expand our reach. We established a dedicated website to offer a broader range of products directly to consumers, aligning with the growing trend of e-commerce in the pet food sector. Prior to the COVID-19 pandemic, pet food e-commerce experienced a 53% year-over-year growth, significantly outpacing the 0.7% growth of traditional brick-and-mortar sales.
This strategic move positioned us to better serve our customers and adapt to the evolving market dynamics influenced by both Brexit and technology.
Our business has experienced significant growth over the years, leading to several key developments:
These developments reflect our commitment to meeting the evolving needs of our customers and supporting the well-being of animals through high-quality products and services.
Download our brochure for more information about Animals First & our brands.
