THE FUTURE STARTS NOW
2026: growth, innovation, and partnership
Vision 2026
Data and Indicators Distributors at the heart of the strategy
Vision 2026: Preparing Today for Tomorrow’s Growth
The pet food sector continues to evolve at a rapid and demanding pace. Markets are more informed, consumers more discerning, and partners are seeking brands that offer not only quality products, but also trust, consistency, and a long-term vision.
For petMaxi, 2025 was a year of consolidation. We strengthened our production capacity, invested in operational efficiency, continued our environmental commitment, and reinforced the foundations that support the company’s growth.
We enter 2026 with a clear vision: to grow in a solid, sustainable, and responsible way. We continue to invest ahead of market demands, to develop solutions that respond to the real needs of different markets, and to place our partners at the heart of our strategy.
We believe that the future is built through planning, proximity, and long-lasting relationships. It is with this conviction that we begin another year, ready to continue growing side by side with those who trust petMaxi.
Best regards,
Luís Guilherme CEO
ABOUT THE LAST FOUR MONTHS
SEPTEMBER
Support for Dog Breeding in Aveiro
The 17th Canine and Feline Exhibition of Aveiro once again counted on the sponsorship of the happyOne Premium and happyOne Mediterraneum brands. As usual, the brands’ presence was ensured by Future Dogs, reinforcing its role in supporting the breeder market and in driving the development of the sector.
OCTOBER
Renewal of IFS FOOD Certification
petMaxi renewed, for the 9th consecutive year, the international IFS Food certification, recognized as one of the most demanding quality and food safety standards worldwide. This certification is the result of our team’s daily commitment and our ongoing focus on quality. The trust of our customers and partners is our greatest motivation.
Celebration of Animal Day
As part of an initiative promoted by IACA – the Portuguese Association of Compound Animal Feed Manufacturers, we donated 750 kg of pet food to ASPA – Associação Scalabitana de Proteção Animal, in Santarém.
At the same time, we took part in an awareness-raising activity at the Salgueiro Maia School Centre, reaching 260 children. The initiative highlighted the importance of nutrition, animal welfare, and the therapeutic and emotional role of animals.
NOVEMBER petMaxi 10th Anniversary Event
On November 21, we brought together customers, employees, partners, and guests to celebrate a decade dedicated to “feeding happiness.”
It was a special moment in which we also presented our new automated warehouse, an investment that enhances our efficiency and strengthens our ambition to continue growing both in Portugal and internationally.
DECEMBER Christmas Dinner
As usual, we joined Rações Zêzere to celebrate this special season with a Christmas dinner filled with fun, music, caricatures, and plenty of joy. It was an evening of togetherness, smiles, and good cheer, marked by unforgettable moments and the true Christmas spirit.
QUALITY IN FOCUS
Excellence in pet food manufacturing
LEARNING FROM EVERY ASSESSMENT: WELCOME TO 2026
At the start of this year, we bring forward a topic that is particularly meaningful to us and that inspires the path we have defined for 2026. It will be a year marked by new challenges, evaluation moments, and several audits that reflect our commitment to quality, transparency, and continuous improvement. When we talk about audits, we are talking about much more than formal assessments. Audits reveal the level of maturity of an organization, as they allow us to see how the company operates on a day-to-day basis, how teams carry out processes, and how quality is integrated into operations. Weaknesses and opportunities for improvement are identified, acknowledged, analyzed, and transformed into concrete actions. Detecting them in a timely manner is a key advantage that an external perspective can provide. It is in this attention to detail that a living, consistent, and reliable system truly stands out.
Audits help us question routines, reinforce best practices, and continuously evolve. More than preparing for audits, our focus is on always being prepared, because quality is built every single day.
In an increasingly demanding and regulated sector, a culture of continuous evaluation is also essential for our distributor partners, who may be subject to inspections by the competent authorities, such as DGAV, where organization, traceability, and compliance with good practices make all the difference.
It is with this vision that we begin 2026: with rigor, openness, and confidence in our system, certain that continuous improvement is a shared journey with all our partners, always supported by the close cooperation and availability of petMaxi’s Quality Department.
ENG.ª JOANA PEREIRA QUALITY AND FOOD SAFETY MANAGER
See the Event Photo Gallery on petMaxi’s Facebook page
BRANDS IN FOCUS
Each brand responds to specific consumer needs and represents a real business opportunity. In this section, we bring together practical information to support the activation, positioning, and performance of each brand at the point of sale.
In this issue, we highlight the happyOne Mediterraneum and Campeão brands.
NEW
From 2026 onwards, this seal will become part of the identity of all brands, as packaging is progressively renewed.
This visual element allows consumers to more clearly identify the brands that belong to the petMaxi universe, reinforcing trust, consistency, and the shared values that underpin their development, production, and quality control.
Nutrition inspired by the Mediterranean diet.
A brand developed for pet owners who value fresh ingredients and a grain-free diet. It stands out for its distinctive approach and trusted positioning, making it ideal for markets seeking added value and differentiation.
Available for sale in the professional and specialized channel.
A signature that brings together distinct brands under a single commitment to reliability and partnership
TESTIMONIAL CATARINA CUNHA
I’ve already received several messages asking what food I give Zuki to keep her coat so beautiful. In 2024, I @happyOnemediterraneumdiscovered at Fatacil and I was completely won over! If my dog is happy, then I’m happy too!!
Recognized in several markets, Campeão is a brand designed for everyday consumption, offering a highly competitive quality–price ratio.
A solid solution for volume, customer loyalty, and sustainable category growth.
Fresh Egg
Regional Olive Oil
Fresh Lamb
Fresh Poultry Meat
Fresh Sardine
We thank all our customers for helping us get closer to consumers.
MANIFESTO 2026
We enter 2026 with the same conviction that has brought us this far: success is built together. We remain committed to strengthening our partnerships, investing responsibly, and creating sustainable value for everyone who walks this path with us.
Thank you for being part of this journey. The future of pet food starts today!
1 ST SUSTAINABILITY REPORT
Sustainability is often associated solely with the environ mental dimension; however, it also encompasses the so cial and governance dimensions, promoting in an inte grated way the preservation of natural resources, respect for human rights and gender equality, as well as transpa rency and business ethics.
At petMaxi, this framework has driven the development of a set of actions focused on more responsible mana gement. This journey culminated in the launch of the 1st Sustainability Report, which clearly and transparently communicates the actions carried out, the impacts identified, and the priorities defined, reflecting both the path already taken and future challenges. More than a communication document, this report represents pet Maxi’s public commitment to contributing to a more sustainable future.
For 2026, the focus will be on consolidating and deepe ning the work already underway, strengthening internal capabilities and increasingly integrating sustainability into petMaxi’s growth.
GROWING PARTNERSHIPS
DISCOVER
OUR COMMITMENT TO SUSTAINABILITY
We share success stories and the impact of collaborations with our customers and partners.
CLEVER DYNAMIC
www.ambos73.es
In this issue, we spoke with our distributor
PAW WHAT WAS THE ORIGIN OF THE COMPANY?
The company was founded in 2022 with the aim of getting closer to suppliers, ensuring full control over export and import processes, and promoting more efficient, direct, and reliable logistics management.
PAW WHAT ARE YOUR AREAS OF OPERATION AND THE MARKET NEEDS YOU ADDRESS?
We operate throughout the entire territory of Morocco, with a primary focus on the wholesale sector.
PAW HOW HAS THE COMPANY EVOLVED?
The company has evolved consistently, maintaining a small but highly efficient team supported by optimized processes in logistics, sales, and internal management. Growth has been sustained, with well-defined roles, a strong focus on efficiency, and strategic reinforcement of the team—such as the recent integration of a Back Office profile—ensuring productivity, quality, and excellence in service.
I would like to express special thanks to all team members, whose dedication has been fundamental to our progress, as well as to acknowledge, with deep appreciation, our first employee, who has been with us since the beginning and provided invaluable guidance.
PAW HOW HAS THE MARKET RECEIVED THE PRODUCTS YOU DISTRIBUTE?
The acceptance of the products we distribute has been very positive from the outset. The market has responded with confidence and continuity, particularly valuing quality, supply consistency, and seriousness in management.
PAW COULD YOU SHARE A MEMORABLE STORY FROM THESE YEARS OF COLLABORATION WITH PETMAXI?
There is one moment that I still recall with special emotion. I truly discovered the spirit of petMaxi during a dinner in Lisbon, accompanied by fado music, in a very Portuguese atmosphere. Several distributors and petMaxi employees were seated at the table when Mr. Luís, with a generosity I will never forget, publicly expressed his trust in me: “This young man will go far”. At the time, I was only 26 years old, full of dreams, with little experience and limited resources. His words were a huge encouragement and deeply marked my professional journey. Since then, I have felt a sincere commitment and lasting gratitude towards him and towards petMaxi. That initial gesture of trust was one of the driving forces behind our collaboration and continues to inspire the way we work today.
Our growth strategy for the coming years is based first and foremost on consolidating and strengthening everything that has been built over recent years. We believe that reinforcing what has already been achieved is essential to ensure sustainable and well-structured growth. From this solid base, our goal is to expand our market presence, both by opening new distribution channels and by broadening our product ranges. This evolution will allow us to reach new segments and customers, diversify our business lines, and strengthen our competitive position..
PAW WHAT ARE THE MAIN CHALLENGES TODAY?
One of the greatest challenges we faced was consolidating a way of working based on seriousness, transparency, and quality, above any merely occasional or opportunistic approach. For us, trust is non-negotiable—it is the pillar on which all our relationships are built. In the end, we are people working with people, which implies a double responsibility.
On the one hand, we must ensure our suppliers that we will take care of their products, reputation, and brands with the utmost rigor. On the other, we must guarantee our customers consistent quality, fair pricing, and a stable service.
Overcoming this challenge required coherence, consistency, and honest communication. Through actions and results, we demonstrated that we are here to grow together. Our model is based on long-term relationships, and maintaining this mutual trust is—and will continue to be—a fundamental aspect of our company.
PAW WHAT DIFFERENTIATES CLEVER DYNAMIC FROM OTHER DISTRIBUTORS IN THE MARKET?
We have a very clear work philosophy, embedded even in our name, Clever Dynamic. It represents continuity, effort, sincerity, and constant process optimization. These values guide every decision and every operation we carry out.
PAW A CURIOUS FACT: UNLIKE EUROPE, IN MOROCCO MORE CAT FOOD IS SOLD THAN DOG FOOD. WHY?
Traditionally, cats hold a very special place in Moroccan society. They are considered clean animals, easy to live with, independent, and deeply integrated into everyday life, both in households and in public spaces.
We warmly acknowledge this partnership and extend our best wishes for continued success for many years to come.
Oussama Said Bellouch - Morocco.
The Future starts NOW!
The future is not a distant moment. It is the result of the decisions we make today.
At petMaxi, we believe that anticipating is just as important as responding. That is why every investment, every process improvement, and every partnership is designed with a long-term perspective. Preparing for the future means ensuring capacity, efficiency, and flexibility to keep pace with increasingly demanding and dynamic markets.
A cycle built on consistent growth, responsible innovation, and close relationships with the distributors who are part of our journey. We remain focused on what sets us apart: quality, reliability, sustainability, and commitment to those who grow with us.
marks the beginning of a new cycle.
Because the future of pet food is not something to wait for. It is built today, every day “ “
DATA AND INDICATORS
What the market is asking for and how we are preparing.
Market signals are clear. The evolution of the sector requires brands that are prepared, consistent, and aligned with the new priorities of consumers and business partners.
GREATER DEMAND FOR RELIABILITY
Consistency of supply, responsiveness, and operational predictability are now decisive factors in the choice of business partners.
DEMAND FOR SPECIALIZED NUTRITION
Nutritional solutions tailored to different needs continue to gain relevance, reinforcing the importance of innovation and quality in formulation.
SUSTAINABILITY AS A DECISION CRITERION
Good environmental and energy practices are no longer a differentiator, but an increasingly valued requirement across markets.
LONG-TERM PARTNERSHIPS IN THE SPOTLIGHT
The market favors brands that invest in close, transparent, and future-oriented relationships.
Vision 2026
The future of petMaxi is built on clear pillars, designed to ensure sustainable growth and long-term value.
Maintaining investment in technology, processes, and infrastructure to respond swiftly to market demands.
Capacity & Efficiency
Ensuring the continuous implementation of environmental and energy practices as a factor of competitiveness and responsibility.
Sustainability with Impact
Continuing to work side by side with distributors, building long-lasting and trust-based relationships.
Anticipating consumer trends and adapting the offering to the real needs of different markets.
