Kent Pet Group Acquires FibreCycle Recycled-Paper Pet Litters
Kent Pet Group, Inc., a subsidiary of Kent Corporation, and the maker of World’s Best Cat Litter, has acquired FibreCycle Pty Ltd, an Australian manufacturer of recycled-paper cat litters and small-pet bedding brands, in a move that further concentrates the market leadership of Kent Pet Group for high-performance sustainable litter, said company officials. This Kent acquisition will add cat litter brands Breeders Choice and BreederCelect and small-animal bedding brand Back-2-Nature into the Kent Pet Group family.
“The acquisition of FibreCycle illustrates Kent Pet Group’s commitment for meeting the increasing demand for using sustainable ingredients for innovative litter products that
deliver superior performance,” said Gage Kent, CEO and chairman for Kent Corporation in Muscatine, Iowa. “World’s Best Cat Litter is the No. 1 selling natural litter in the U.S., and we know customers worldwide want sustainable choices. The addition of FibreCycle delivers this by meeting our high standards for pet, people and planet-friendly products that truly work.”
FibreCycle—an Australian company with distribution in 15 countries—is a pioneer in the sustainable litter and bedding space, officials added. FibreCycle operates two manufacturing facilities in Australia and one in the United Kingdom. The company uses proprietary processes to harness the absorbent cellulose in recycled paper and create high-performance litter products.
FibreCycle produces Australia’s top-selling Breeders Choice cat litter and offers BreederCelect—a similar litter throughout Europe and Asia, according to company officials. It also produces Back-2-Nature small animal bedding and litter. All FibreCycle products are made from recycled paper with no additives or chemicals.
The acquisition joins pet litter brands that leverage proprietary technologies to enable the absorbent properties of sustainable ingredients. Where FibreCycle harnesses the wood fibers in recycled paper for absorbency and odor control, World’s Best Cat Litter is the only litter that uses the concentrated power of corn to deliver a cleaner litter box with less litter, said company officials.
“Kent Pet Group isn’t just committed to using natural ingredients. We are dedicated to finding sciences and technologies that transform those ingredients to deliver products that raise the bar for cat litter. FibreCycle and World’s Best Cat Litter deliver on that expectation and we will continue to innovate on both platforms to meet consumer demand,” said Mike Eversmeyer, president of Kent Pet Group.
The move to acquire FibreCycle comes at a time when Kent Pet Group, Inc. is nearing completion of a $17.3 million expansion of its litter-producing plant in Muscatine, Iowa.
This expansion project will help Kent Pet Group meet growing global demand for World’s Best Cat Litter, according to officials. The acquisition of FibreCycle is consistent with Kent Pet Group’s manufacturing operations; capitalizing on highly efficient, small-footprint facilities that are in close proximity to the sustainable ingredients that are used to make its products.
Eversmeyer said Kent Pet Group intends to build the FibreCycle brand presence in existing markets and explore new market opportunities.