South Africa-based Montego Pet Nutrition’s brand promise is “Better Every Day,” and the company has held true to that statement since its 2000 inception.
Montego’s brand line, “Better Every Day,” focuses on premium nutrition that stays on top of the latest global trends, be it functional ingredients or novel proteins. | Courtesy Montego Pet Nutrition
“Montego Pet Nutrition has always been passionate about bettering people, the planet and pets,” says Managing Director Johan van Jaarsveld. “We are the leading independent pet food manufacturer in the African market and a proud Advocate member of the U.S.-based Pet Sustainability Coalition (joined in 2024). Our commitment to using sustainably sourced ingredients means we take a holistic approach to pet nutrition, focusing on formulating products that are not only cost-effective and palatable but also supportive of pets’ overall well-being.”
That commitment has been largely supported by Montego’s people, a diverse pool of experts all heading toward the same goal of excellence, and the company’s commitment to making itself known globally.
“We have a dedicated product development team that includes nutritionists, a veterinarian, regulatory, marketing and sales experts,” says van Jaarsveld. “We trust our people at Montego, many of whom have been with us for more than a decade. With this longevity comes shareable institutional knowledge, along with highly skilled and experienced employees who focus on improving our current processes.
“Our approach involves utilizing consumer feedback, leveraging new technologies and incorporating novel, science-backed ingredients,” he says. “Recently, we upgraded our facility in South Africa with a new meat processing section, allowing us to incorporate fresh frozen meat into our treat production. At present, we specialize in processing game and ostrich as novel meat proteins. Additionally, we attend and exhibit at global events to ensure we are innovating and developing in the right space, staying aligned with industry trends and consumer needs.”
2024: A year of significant wins
Joining the Pet Sustainability Coalition wasn’t the only win for Montego in 2024.
“[Montego launched] 49 new products in existing markets and introduced our Karoo Wild and Bags O’ Wags dog treat ranges to the U.S.,” says van Jaarsveld. “Our dry food plants are FSSC 22 000 and ISO 45001 certified, while our treat plant holds SMETA (Sedex Members Ethical Trade Audit) accreditation, FDA (U.S. Food and Drug Administration) certification, EU approval and FSA (Feed Safety Assurance) certification, with FSSC certification in progress.”
The company also gained some packaging wins.
“Montego’s Bags O’ Wags tubs won a silver medal in the prestigious South African Gold Pack Awards in 2024, making the packaging eligible for entry into the World Packaging Organization’s WorldStar Awards,” says van Jaarsveld. “Our goal was to create a packaging solution that not only meets the needs of our consumers but also aligns with our commitment to sustainability. The stackable design and use of 100% recyclable materials were key considerations in our design process.”
Montego’s numbers align with the hard work the company put in in 2024, making for a successful year.
“Overall, sales have been stable during the last year,” says van Jaarsveld. “With our new product development process being so robust, most of our new products show positive results quite quickly. Of note, our superpremium category has also seen great growth, specifically as many of the products in this category are imported in South Africa.”
Global expansion challenges and market opportunities
Global expansion is no joke, as any company can attest to, but Montego is determined to be just as well-known beyond Africa’s borders as it is within them.
“Our biggest challenges are export/import regulations, currency and exchange volatility, and consumer education in new markets,” says van Jaarsveld. “While these challenges exist, they also allow us to learn a tremendous amount of what each country requires and ensure that we bring the best products to each market based on what consumers are looking for. We often find that Africa is not spoken about enough within the pet food media and key markets. It takes a lot of core consumer education to not only share the story of our deep history and heritage, but also our quality and uniqueness with products like Karoo Wild.”
Karoo Wild is a product worth discussing, with a sustainable, novel protein as its main ingredient, hitting several top trends in the developed U.S. market where it made its way in 2024.
Montego’s Karoo Wild superpremium treats line offers antelope as the top ingredient and made its way to the U.S. market in 2024. | Courtesy Montego Pet Nutrition
“This grain-free recipe highlights African antelope meat as the primary ingredient, offering a novel protein source ideal for pets with sensitivities,” says van Jaarsveld. “African antelope meat is a lean, high-quality protein, naturally lower in fat than many other traditional meats, making it a healthier choice. It is also rich in essential nutrients like amino acids, polyunsaturated fatty acids and iron, supporting pets’ overall health. The formula also includes premium ingredients like whole egg powder and sweet potato, which contribute to its nutritional value. Natural flavors such as rosemary, oregano and thyme are incorporated, not only for their culinary appeal but also for their antioxidant properties.
“The range supports regenerative farming as these free-roaming animals are not confined to industrial/intensive agriculture settings, which can be resource-intensive and highly engineered for convenience in South Africa,” he says. “It embodies our commitment to sustainable, ethical sourcing by using underutilized antelope meat offcuts/trimmings. This approach supports biodiversity and promotes sustainable farming. It also strengthens South Africa’s growing game meat industry and encapsulates Karoo Wild’s mission to ‘Reward, Revive and Rewild.’ We believe this to be especially important as pet parents are not only treating smarter with a new and exciting novel protein, but also helping to sustain ecosystems where the product is sourced.”
The future of Montego Pet Nutrition
Twenty-five years in, Montego still has plenty of plans, both inside the borders of Africa and expanding to other continents.
“Over the next five years, our goal is to have at least 50% of our business outside of our local markets,” says van Jaarsveld. “Entering the U.S. market in August of 2024, selling into more than 15 countries on the African continent and receiving our export certification for the EU and UK in January 2025 are all steps toward that goal. We are busy building a network across the globe as we have onboarded agents in the U.S., Western Europe, Eastern Europe, Asia and the Gulf Cooperative Council countries, and will participate in various expos in these areas in the next two years. We believe that the future for pet food produced on the African continent is bright.”
Staying on top of the trends of developing and developed markets will be key to the company’s success.
“Our market research has shown humanization in pet food continues to drive industry innovation alongside a growing focus on health, functional ingredients, novel/alternative proteins, and sustainability in ingredients, processing, and packaging,” says van Jaarsveld. “These trends also contribute to fuel the expansion of diverse pet food and treat formats. The health-conscious pet food category is rapidly evolving, with growing demand for minimally processed, wholesome ingredients, cleaner labels and sustainable practices, especially in premium segments. The future will likely see more products combining sustainability with added health benefits, driven by functional and innovative ingredients and pet food formats.
“We continuously monitor and incorporate emerging nutrition trends into our product development and innovations,” he says. “Our primary focus is on integrating more functional ingredients, novel proteins and grain-free options into both dry food and treat product lines to provide added health benefits for pets. Additionally, we are exploring new and innovative pet food formats.”
As for how the company has changed in the last quarter of a century of business, van Jaarsveld says the important things have stayed the same.
“At our core, we have remained who we are, focusing on bettering our own, our society and our industry, and on providing quality products at affordable prices,” he says. “How we achieve this has changed, though, as we continuously improve our systems and capabilities to keep up with growth. The most significant period of change for Montego Pet Nutrition was when we integrated our distribution network by onboarding eight facilities and more than 300 staff over a three-year period.”
Montego has come a long way.
“When we started 25 years ago, we only had 11 employees who were focused on producing products and selling to home agents,” says van Jaarsveld. “Today, we employ more than 800 people, operate across more than 20 countries and produce more than 250 products. While 2024 was a great year, we’re even more excited about 2025. We are exploring new and innovative pet food formats, expanding our presence in the U.S. market with new retail and distribution partners, and celebrating our 25-year anniversary. Exciting things are on the way in 2025!”
Fast Facts
Headquarters: Graaff-Reinet, South Africa
Officers: Johan van Jaarsveld, managing director; Morné van Jaarsveld, corporate services director; Marco van Jaarsveld, technical director; John Preston, financial director; Wilfred Cawood, marketing executive; Johann Kotze, supply chain executive; Gavin Vermeulen, sales executive
Brands: Africa: Monty & Me, WUMA, Classic, Karoo, Bags O’ Wags, Packs O’ Purrs, Sauce, Karoo Wild, XenPet
European Union/United Kingdom: Karoo Wild, Bags ‘O Wags, Classic bars
GCC region: Classic, Karoo, Karoo Wild, Bags ‘O Wags, Packs O’ Purrs
United States: Karoo Wild, Bags ‘O Wags
Website: www.montegopetnutrition.com
Notable: Montego Pet Nutrition is a family-founded business. Established in 2000 by Hannes van Jaarsveld, his sons joined the company in 2002, 2004 and 2005 respectively, culminating in a combined 88 years dedicated to ensuring Montego’s success.