Imagine a world where fish feed isn’t just a commodity but a precision-engineered nutritional and tailored package for life below water.
This visionary approach was designed and brought into reality and is today at the heart of World Feeds, a pioneering aquarium feed producing company nestled in Thorne, Doncaster, UK.
International Aquafeed had an opportunity in late autumn to visit the company and understand its unique approach to aquafeed production.
Welcomed by Peter Kersh the CEO, Mark Wilson founder and technical director and Tom Noble, the sales director, our experience began with an introduction to the company’s ethos and its flagship brands – VAF and Vitalis.
Vitalis, the jewel in the crown of World Feeds, and caters to the diverse dietary needs of aquarium fish. Peter explained that Vitalis feeds are used by leading public aquariums worldwide.
Some of the largest exhibits worldwide have been reaping the many nutritional and practical benefits of the company’s feeds over many years.
For example, Sea Sentosa of Singapore features a 45 million litre tank, which is home to over 100,000 marine animals of 1000 different species is one such aquarium and another is the 11 million litre multi-species exhibit at the Dubai Aquarium and Underwater Zoo that trust the feeds this company produces.
The secret behind the company’s success lies not just in using high-quality ingredients but also in employing scientifically precise formulas and utilising proprietary machinery. And herein lies the crux of its innovation — crafting feeds that are malleable, stable and highly digestible, aligning perfectly with the natural feeding habits of the fish in question.
The market scope of these remarkable feeds extends far and wide. While VAF dominates markets in Scotland and Norway, Vitalis enjoys global distribution.
The Genesis
Founded in 2004 by Technical Director Mark Wilson, World Feeds is a South Yorkshire-based company built on the simple premise of improving the way fish are fed.
Mark’s history in ornamental aquaculture, including conservation and breeding programmes, steered him into forming the world’s first commercial clownfish hatchery. His research led to a discovery that deeply concerned him – the food on the market at the time simply did not fulfil the nutritional requirements of the ever-growing diverse range of fish.
Species representative of the different regions from around the globe each have an equally diverse range of dietary needs. These were certainly not being met with the catch-all approach of products available in the market at that time. Change was necessary.
Coming together with Managing Director Peter Kersh in 2005, together formed a team of fish experts, scientists and engineers to bring about their vision of creating the best fish food in the world to fruition.
Vitalis Aquatic Nutrition is exported to over 40 countries, supplying retailers and public aquariums around the world.
“Our innovative formulation and engineering developments with VAF (Vita Aqua Feeds) are embraced by international aquaculture operations – all formulated, manufactured, packaged and distributed from one location in Thorne, just outside Doncaster, UK,” says Tom, who has a background in Zoology and a prior association with Mark, who was later to join the team. Additionally, John Adron, a Biochemist specialising in aquaculture and marine nutrition, has continuously supported World Feeds as a consultant since its inception. He has worked for the Natural Environment Research Council and has been the author of 75 published scientific papers in the field of marine biochemistry.
The crux of their innovation lies in a fundamental paradigm shift.
Unlike conventional companies that tailor feed to fit machines, World Feed alters and ‘tailors’ its machinery to make fish feeds that meets the needs of the fish. World Feeds engineers its machinery constantly to craft feed that aligns with the feeding characteristics and dietary needs of the fish.
The feeds
The company primarily produces its fish feeds in either flakes, soft pellets or blocks.
The ingredients used are sustainably sourced and meet the highest specifications.
The company also has a unique way of manufacturing its flakes, which are produce as sheets with less than one percent moisture and later broken down into smaller flakes.
Our journey through the hallowed halls of the factory was a further revelation.
Witnessing the intricately designed machines that craft flakes, pellets and elongated feed blocks was akin to peeking behind the curtain of innovation.
World Feeds’ custom-made extruders are at the very heart of its process to produce fish feeds that aligned with the nutritional needs of fish. They even make their own wear parts on 3D prints inhouse which includes their own cutters.
The machines have a production capacity of 120kg per batch, and the packaging is done manually but gradually moving to automation as demand dictates.
World Feeds’ unwavering dedication to designing feeds tailored for aquatic residents stands as a beacon of innovation in the industry.
In essence, World Feeds isn’t merely a company — it’s a testament to visionary leadership, unyielding passion and an unwavering commitment to transforming the way we nourish aquatic life.
With every flake meticulously crafted and every pellet scientifically formulated, World Feeds continues to be the epitome of excellence in aquatic nutrition — a beacon guiding the industry toward a future where fish thrive on tailored nutrition.
