Manna Pro rebrands to serve pets of all sizes

ST. LOUIS — Manna Pro® Products announced a rebrand of the company on March 1. The company will now be known as Compana™ Pet Brands to better represent the variety of companion animal brands the company owns.

The rebrand includes a new logo and tagline, “We nurture what you love.” The Compana logo features a horse, dog, cat and chicken to symbolize the diverse number of pets the company serves. The tagline shows a commitment to pets of all sizes and signifies Compana’s dedication to the community and environment. Currently, the company’s sustainability efforts involve responsible sourcing and supplier practices, recyclable packaging and greener operations.

John Howe, CEO of CompanyJohn Howe, chief executive officer, Company. (Photo courtesy of Compana)

An increase in pet ownership brought on by COVID-19 and the expansion of animals in the pet category prompted the creation of Compana. According to the American Pet Products Association’s (APPA) 2021-2022 National Pet Owners Survey, more than 90.5 million households in the United States own a pet or companion animal, and of those, 25.7 million (about 28.4%) own a pet other than a dog or cat.

“No other pet company serves the broad spectrum of pets in the way that Compana does,” said John Howe, chief executive officer, Compana. “We have built an ever-growing portfolio of unique brands that consumers love and trust through quality products, innovation and acquisition, and our ability to provide distinct care and wellness experiences for pets from the backyard to the barnyard throughout their lifespans plays a role in our industry far beyond our successful Manna Pro brand.”

Rapid growth also played apart in the rebrand. According to Compana, innovation, retail and e-commerce expansions and numerous acquisitions have contributed to its growth. In the past five years, the company has acquired 15 brands and expanded its employee base to about 700 people worldwide.

“Acquisitions account for nearly half of Compana’s growth and demonstrate our ability to quickly and successfully integrate new brands and talent into our portfolio while organically growing our customer base and expanding our international footprint,” Howe said. “Despite this rapid growth in scale, Compana has continued to stay nimble with a small company feel supported by a culture of collaboration, transparency and winning.”

Compana's diverse pet portfolio of productsCompana’s diverse portfolio of products and pet foods and treats. (Photo courtesy of Compana)

The company focused on expanding its dog and cat products by acquiring Nutri-Vet®, Vet’s Best® and Natural Care®, Fruitables® treats, grooming brand Espree®, and cleanup brands Simple Solution® and Bags on Board®. Recently, Compana refocused on e-commerce by acquiring direct-to-consumer brands Doggie Dailies®, Dinovite® and Bullymake®.

Compana maintains a diverse portfolio, of which roughly half consists of dog and cat brands with the remaining consisting of small animal, backyard chicken, indoor bird and equine brands. It’s latest acquisition of Oxbow Animal Health in January 2022, made the company one of the largest small animal food manufacturers.

“I’m excited for this next step in our journey under the Compana banner as we look to enhance the lives of more pets than ever,” said Lora Van Velsor, chief marketing officer, Compana. “Pets are good for people, and they are good for families. The work we’re doing as a team is enabling millions of pet owners to express their love for their furry and feathered family members.”

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