Norbert Holthenrich (born 1958) has owned a pet shop in Osnabrück, Germany, since 1982. He joined the ZZF – The German Pet Trade and Industry Association in 1991 and was elected to the Executive Board in 1999. He has been president of the ZZF since 2011. He is also Treasurer of the EPO (European Pet Organisation), having been involved with the organisation since 2008. He also sits on the examination board of the Chamber of Industry and Commerce in Osnabrück/Germany.
What initially drew you to the pet industry, and what encouraged you to build a long-term career in it?
I wanted to turn my love of animals into a career. After spending my first few years working as a wholesale and foreign trade clerk, I switched to the pet industry in 1978. In 1982, I opened my first pet shop, Tierisch Zoo-Shop, in Osnabrück, and set up my own business. Further retail outlets followed.
What key milestones have defined your career and the industry’s evolution?
The development of the pet industry in Germany has always been close to my heart. That is why I have been actively supporting the German Pet Trade and Industry Association since the late 1990s. In 2011, the association’s delegates elected me as their president. I have also been treasurer of the European Pet Organisation (EPO) since 2008. From the very beginning of my political work, I have advocated for a strong presence in the political arenas of Berlin and Brussels in order to promote species-appropriate pet care and create favourable conditions for businesses in the pet industry. For this reason, we have significantly expanded our science communication efforts during my presidency and opened an office in the capital, Berlin. Our subsidiary WZF – Pet Industry Services, founded in 1966, builds on the objectives of the ZZF and, through its services, contributes to the economic development and profile of the entire pet industry. Alongside our events and media work, we offer training programmes for pet shop retailers and dog groomers. Our most important project is Interzoo, the world’s leading trade fair. Starting out as a small exhibition at association conferences, Interzoo became increasingly international in the 1960s and is now the world’s largest trade fair for pet supplies.
ZZF plays a key institutional role as sponsor of Interzoo. How important is Interzoo in shaping global innovation and collaboration in the pet industry?
As the world’s leading trade fair for the pet industry, Interzoo is a barometer of trends and a testing ground for new ideas and concepts. For four days, industry and retail experts from around the globe, as well as start-ups, come together to discuss ideas and visions, expand their networks and develop business partnerships, of course. Companies have a wide range of opportunities to showcase their brands and new products in an eye-catching way – whether as part of our Product Showcase, on the Fresh Ideas Stage or through prize competitions. Alongside the Petfood Forum Europe, we are organising the inaugural Interzoo Sustainability Conference this year, which will open with a keynote speech from Elliott Harris of the United Nations. There will also be a sourcing stage focusing on successful cross-border supply chain management, as well as numerous academy sessions. The atmosphere is stimulating and productive. Whether you attend as a visitor or an exhibitor, you will leave Nuremberg feeling inspired and full of new insights.
Which current trends do you believe will most influence the future of petfood?
In many countries, pets are considered to be part of the family. As a result, animal lovers care just as deeply about their pets’ wellbeing as they do about their children’s. Many pet owners are health conscious and want to take preventive measures to keep their pets healthy and ensure they enjoy a long life. Therefore, premium food, functional snacks and supplements for dogs and cats, as well as health monitoring, are key areas for innovation. Sustainability will also be a key factor in the future of petfood. For petfood manufacturers, it is increasingly influencing product development, raw material sourcing, packaging and brand positioning. Stricter legal requirements, such as the EU Supply Chain Act as well as anti-greenwashing initiatives, are forcing manufacturers to produce more sustainably. Another factor is the changing expectations of many pet owners, who want to feed their pets sustainably. In Germany, for example, almost 50 per cent of pet owners want sustainable food, whilst in the USA, the figure is as high as 62 per cent! Alternative dietary options for pets are another trend: at Interzoo, we will see vegetarian petfood and the use of sustainable and alternative protein sources – such as insects, cultured protein or protein derived from animal by-products – in many petfoods.
What is your outlook for the future of the global petfood industry?
In my view, the global pet industry is set to grow moderately in the coming years. This growth will be driven by a growing interest in pet ownership across many countries, the high value people place on pets, and new innovations and technologies. Personally, I am convinced that our relationship with animals as living beings — and the joy we derive from interacting with them — will serve as a counterbalance to the continuing digitalisation of our daily lives.
