AFRICA’S PET CAREPioneers
AFRICA’S PET CARE
Pioneers
A well-loved and innovative South African pet care brand committed to establishing Africa as an important player in the global industry, Montego Pet Nutrition has placed a genuine love of pets at the heart of its business for 26 years. Johan van Jaarsveld, Managing Director, tells us about the family business and its promise of ‘Better Every Day’
Writer: Lauren Kania | Project Manager: Harry Thurlow
The international pet food industry is one of the most exciting growth categories in consumer goods right now, and South Africa (SA) is very much part of that story. In fact, we are living proof that emerging markets can lead, not simply follow.”
This confidence, as voiced by Johan van Jaarsveld, Managing Director at Montego Pet Nutrition (Montego), reflects the growing prominence of premium pet nutrition in recent years, as pets steadily become more
integrated into family settings.
Across North America, Europe, Africa, and Asia, the humanisation of pets is reshaping the home, with owners demanding premium nutrition, ingredient transparency, and purpose-driven brands. Specifically, in SA, urbanisation and a fundamental shift in how people view their furry companions as family members are accelerating this transformation.
“What makes our market particularly compelling is the dynamic between global players
and established local manufacturers, which drives innovation and lifts quality standards across the board. Local producers are uniquely positioned to combine global best practices with deep regional insight, building products that resonate both at home and across continents,” expands Van Jaarsveld.
Montego, a proudly South African, family-founded business, sits right at the centre of this emerging market, dedicated to establishing Africa as an important player in the global pet industry.
“WHAT TRULY ENERGISES ME IS TAKING AFRICA’S STORY TO THE WORLD. I APPROACH EVERY PRODUCT DEVELOPMENT SESSION LIKE A SCHOOLCHILD LOOKING FORWARD TO ART CLASS; THERE IS ENORMOUS FREEDOM TO CHALLENGE IDEAS, AND THAT FREEDOM KEEPS BEARING FRUIT”
–
JOHAN VAN JAARSVELD, MANAGING DIRECTOR, MONTEGO PET NUTRITION
Founded in 2000 by Hannes van Jaarsveld, Montego’s passion for pets has driven the company’s commitment to premium pet nutrition. What began as a small, family business producing dry dog food has grown into a leading pet care brand producing more than 350 nutritional and complementary products across economy, premium, and super-premium categories.
With over 800 employees across 10 facilities and a production capacity approaching 100,000 tonnes (t) annually, the company’s portfolio spans nine brands: Monty & Me,
WUMA!, Karoo, Karoo Wild, Classic, Bags O’ Wags, Packs O’ Purrs, XenPet, and licensed brand PAW Patrol.
“We export to over 35 countries and distribute across North America, Europe, the Middle East, and Africa. Ranked 62nd amongst the world’s top pet food companies by Petfood Industry, our growth trajectory is one we are incredibly proud of,” Van Jaarsveld states.
FROM THE HEART OF AFRICA
Having grown up in the business, Van Jaarsveld notes that his positive outlook has been shaped by his
involvement in a forward-looking family business. As he witnessed firsthand his father’s discipline, ambition, and belief that anything is possible with hard work, Van Jaarsveld’s growth to Managing Director was a natural progression.
“I have always believed that Montego’s success exists to support others. Together with my brothers, we have the privilege to run this company for the betterment of all,” he prides.
in South Africa. Validated at enterprise scale.
8-16% cost saving in year one
1,450+ vetted transporters
35,000+ trucks in network 98%+ truck availability including peak periods
CAN
YOU TELL US ABOUT YOUR INVESTMENT IN THE COMPANY’S TREATS FACTORY TO BUILD MORE AUTOMATED PACKAGING SYSTEMS?
JOHAN VAN JAARSVELD, MANAGING DIRECTOR:
“The investment in our treats facility represents the kind of infrastructure decision that separates aspirational exporters from committed ones. We have installed two fully automated packing lines designed to handle the breadth of our treat range with precision and consistency.
“The first manages small-format pouches from 80 grams (g) to 120 g, combining a multiweight® multi-head weigher, an SN Form-Fill-Seal pouch filler, and an inline metal detector. The second handles larger tub formats from 200 g to 1.5 kg, running through a Grundwald tub filler and a Robopac automated heat shrink tunnel.
“Multi-head weighing is widely regarded as a gold standard in food packaging: capable of increasing throughput by up to 50 percent whilst reducing product giveaway by seven to 15 percent through precision combination weighing. Together, these lines give us the flexibility and foundation to scale our treats business without ever compromising on the quality our customers expect.”
“What truly energises me is taking Africa’s story to the world. I approach every product development session like a schoolchild looking forward to art class; there is enormous freedom to challenge ideas, and that freedom keeps bearing fruit.”
This daily enthusiasm is just one of the traits that differentiates Montego. What also continues to set the company apart is its identity: a proud African business with a passion for pets and an unshakeable belief that
Africa can produce the world’s finest pet nutrition. Montego’s purpose, ‘To Better Our Own, Our Society, and Our Industry Every Day’, is not just a positioning statement; it’s how every decision is made.
The company combines worldclass nutritional standards with a deep understanding of the markets it serves, allowing it to develop products that are relevant, accessible, and tailored to the realities of pet owners.
“We are also, at our core, innovators. Our novel African proteins and agile formulation capability have earned us a reputation that opens doors. People want to partner with Montego, not just because our products are exceptional, but because they trust who we are,” Van Jaarsveld explains.
Equally, the company’s commitment to superior quality and food safety cements its position as an industry leader. For Montego, these are non-negotiable traits.
Linebooker: Proven at Scale.
How Africa’s largest freight platform delivers consistent cost savings and supply reliability for the world’s most recognised brands.
These are not reference sites or pilot programmes. They are active Linebooker clients, moving freight at volume across multi-year contracts with independently verified savings and supply reliability that holds above 99% on every account. Linebooker is Africa’s largest freight platform, built over more than a decade serving large businesses with complex, highvolume supply chains.
What started as a South African solution to a South African problem, fragmented transport markets, inflated rates, and unreliable capacity have become the logistics infrastructure behind some of the most demanding supply chains on the continent.
Montego Pet Nutrition
As one of South Africa's fastest-growing pet nutrition manufacturers, Montego runs a high-volume, national, and cross-border distributed supply chain where freight reliability directly affects production continuity and retailer commitments.
Linebooker manages their transport procurement and execution, delivering the cost discipline and truck availability that a business at Montego's growth trajectory demands.
Recognised by the brands that know supply chain best.
Linebooker ranked in PepsiCo’s Top 15 Global Suppliers for 2025, one of a handful of logistics providers globally to achieve this recognition from a company of PepsiCo’s scale and supply chain sophistication.
Linebooker was recognised as a key Procter & Gamble supplier in the AMESA region – an acknowledgement of the service consistency delivered through the South African operation.
The results, across the network
Across a growing base of large enterprise clients, including SAB, Lucky Star, Montego Pet Nutrition, Namaqua Wines, Dutoit Group, Newmantle Group, Corobrik, Manganese Metal Company, and many others, Linebooker delivers two outcomes consistently: lower transport costs and higher truck availability. Those outcomes do not belong to a single account or a single industry. They hold across food, beverage, consumer goods, industrial, and mining supply chains, and they compound over time rather than eroding.
Large enterprise clients across multiple industries
From globally recognised consumer brands to high-volume industrial and mining operations.
98.7% – 99.9% supply reliability
Delivered consistently across all active enterprise accounts, including during demand peaks.
8%-16% cost saving in year one
Sustained reductions across multi-year contracts, compounding over time not eroding.
The savings achieved on a flagship retail account now sustained across five consecutive contract years illustrate the point, or the beverage client that achieved double-digit reductions in year one and continued delivering meaningful savings through year two and three. Savings are not a launch discount- they are a structural outcome of network depth and procurement reach.
Industrial and Mining: The same model, at bulk scale
Linebooker’s results in food and beverage are mirrored in industrial and mining supply chain environments where volumes are larger, loads are heavier, and the cost of a missed truck is measured in halted production or a missed vessel.
The same network depth that keeps a food manufacturer’s production line running is what keeps mining and industrial customers’ bulk trucks moving on schedule. The model does not change. The scale does.
Why the model holds at scale
Network depth and procurement reach create pricing discipline
Most large customers tender freight to a narrow pool of familiar transporters. When the pool is small, pricing tension disappears and rates drift above market.
Linebooker opens the tender process to a vetted network of 35,000+ trucks across 1,450+ transport companies, increasing backhaul opportunities and keeping rates structurally competitive. Post-tender selection is done in collaboration with the customer, and Linebooker manages full operational execution and service level adherence.
Availability holds when it matters most
Capacity failure does not happen in quiet periods. It happens when promotional volumes peak, production ramps across multiple facilities, and bulk export schedules compress simultaneously.
A shallow transporter pool exposes itself under that pressure. Network depth - 35,000+ trucks across 1,450+ transport companies - is what keeps product moving without emergency spend or service failure.
Built in South Africa. Proven under pressure.
Linebooker has operated for over a decade in one of the world’s most demanding freight markets. The results across PepsiCo, Coca-Cola, P&G, Shoprite, RCL Foods, Montego Pet Nutrition, Corobrik, Manganese Metal Co, and a growing base of large-volume clients are not theoretical. They are sustained through competition, network depth, and a platform built to hold under pressure.
Beyond the rate: Operational advantages that scale
The cost saving is measurable from day one. The operational advantages that come with consolidating transport through a single platform are what large businesses typically find most significant over time.
One vendor, all PODs
A single point of contact to retrieve proof of delivery across every transporter in your network. No more chasing multiple carriers for documentation.
One payment, many transporters
A single consolidated payment process regardless of how many transport companies are executing your loads. Simplified reconciliation, reduced admin overhead.
Extended payment terms
Access extended payment terms across your full transporter base - a structural cash flow advantage that a direct multi-transporter relationship cannot replicate.
Live load tracking
Real-time status updates on every active load. Full visibility across your supply chain without requiring integrations with multiple transport providers.
Its production facilities are Food Safety System Certification (FSSC) 22000-accredited, and every product is formulated using A-grade ingredients underpinned by rigorous science.
Ingredient decisions are deliberate. For instance, the company distinguishes between South African and UK-sourced poultry for its dry food and treat ranges, respectively, ensuring each format meets its specific quality requirements.
“Knowing where every ingredient comes from, how it was sourced, and how it was processed is not just good practice - it is a promise to every pet owner who chooses Montego,” asserts Van Jaarsveld.
BEING BETTER EVERY DAY
Recently, Montego reached two defining milestones. The first being Karoo Wild, a product born from the vast landscape of the South African Karoo and created with free-roaming
HOW DOES MONTEGO UTILISE RESILIENCE, RESOURCEFULNESS, AND A DEEP COMMITMENT TO YOUR CRAFT TO PROVIDE THE BEST IN PET NUTRITION?
JOHAN VAN JAARSVELD, MANAGING DIRECTOR: “Our guiding philosophy, ‘Better Every Day’, is not just a marketing slogan; it is how we approach every decision. When my father started Montego in a small Karoo town, the idea that we would one day compete on the global stage seemed improbable.
“Yet, through resilience, resourcefulness, and an unwavering commitment, we have grown from producing 65 t per month in 2000 to over 300 t per day today. We see ourselves as pioneers, positioning Africa not simply as a supplier to more established markets, but as a significant and respected force in the global pet industry.
“Looking ahead, our focus will deepen around functional ingredients, diverse product formats, and sustainability-driven innovation. We do not chase trends. We study what pets truly need and what owners value, and we build on that with everything we have.”
“THE INTERNATIONAL PET FOOD INDUSTRY IS ONE OF THE MOST EXCITING GROWTH CATEGORIES IN CONSUMER GOODS RIGHT NOW, AND SA IS VERY MUCH PART OF THAT STORY. IN FACT, WE ARE LIVING PROOF THAT EMERGING MARKETS CAN LEAD, NOT SIMPLY FOLLOW”
– JOHAN VAN JAARSVELD, MANAGING DIRECTOR, MONTEGO PET NUTRITION
African antelope, which is ethically sourced from game ranches in a way that balances ecological stability and preserves biodiversity whilst creating a sustainable income stream for regional suppliers.
The second milestone is the company’s pioneering work to unlock the Gulf Cooperation Council (GCC) market.
“This was a complex regulatory undertaking that made South African pet food accessible to the GCC for the first time - a trade route opened, not merely a market entered. The region represents a high-growth, premium-oriented opportunity, and our early entry positions Montego exceptionally well for the next chapter of international growth,” notes Van Jaarsveld.
Additionally, the company has expanded into the US and EU markets with its dog treats, validating years of investment in world-class manufacturing and product innovation.
In 2024, Montego entered the US market with its Karoo Wild dog treat range, listing on the world’s largest online pet retailer, Chewy.com, in April 2025. The company’s European footprint was established through the Netherlands, where Karoo Wild has resonated strongly with healthconscious pet owners, and is now stocked in over 500 stores across the continent.
“The success of these launches reflects both the quality of our products and the growing global appetite for premium, purposedriven pet treats. This is not a new chapter; it is the culmination of two decades of global ambition,” highlights Van Jaarsveld.
Alongside these milestones exist other exciting developments for Montego. Specifically, in partnership with leading South African specialist pet retailer Petshop Science, the company recently earned the Guinness World Records™ title for
the largest donation of pet food in 24 hours, with 67,200 kilograms (kg) of Monty & Me dog food donated to eight worthy animal welfare organisations at Bloem Skou in Bloemfontein in May.
With SA’s shelters receiving minimal government support, this initiative is only one of Montego’s responses to the growing challenges of pet food supply.
“We also secured the rights to produce and distribute PAW Patrolbranded treats across Africa, Europe, and the GCC, a significant licensing feat that opens our products to an entirely new audience,” Van Jaarsveld adds.
FORGING A SUSTAINABLE FUTURE
For Montego, giving back is as natural as the Karoo landscape it calls home. Montego Cares, its registered non-profit programme, is focused on people and the environment
via community feeding schemes, vegetable gardens, gender-based violence support, education, and youth development.
One special project the company is working on is the waste-to-worth initiative that keeps plastic out of landfill, with over 4.6 t collected in 2025.
Additionally, Montego made a ZAR22 million solar investment in 2019, which now covers 95 percent of its office roof in Robert Sobukwe and cuts nearly 3,000 t of carbon dioxide. Since the company is based in an arid region, it draws water from boreholes, running it through reverse osmosis and effectively producing dog food with mineral water.
“For animal welfare, we donate over 28 t of dog food and 1.7 t of cat food to rescue organisations annually. Through the Montego Power Store, members of the public can purchase food for shelters at a subsidised rate. In the past year, this amounted to 55
The CTP Packaging Group offers a full service offering into all FMCG categories providing flexible, label, corrugated and folding carton solutions.
CTP Cartons and Labels is a leading supplier of litho printed, sheet fed, folding carton packaging. As a proud supplier into Montego Foods, we offer them a full suite of packaging services. This includes initial graphic design, structural carton design, before proceeding through production into the highest quality printing, die cutting and finishing. We strive to optimise all Montego’s products shelf presence, keeping consumer friendly design in mind to ensure that the packaging we supply does the best job to protect and sell their products. A great product is nothing without great packaging!
t of dog food and almost five t of cat food,” says Van Jaarsveld.
Finally, 80 percent of the company’s packaging is recyclable, with its Bags O’ Wags tubs having earned a silver medal at the 2024 Gold Pack Awards, making Montego eligible for the global WorldStar Awards.
As the company continues to look ahead, its focus is on building momentum whilst staying true to its foundations. Locally, the priority is to keep strengthening its position in the country, deepening relationships and ensuring the consistent delivery of high-quality, accessible nutrition.
“In Europe, Karoo Wild is gaining strong traction. In the GCC, we are building on the regulatory groundwork already in place to establish a sustainable presence in one of the world’s fastest-growing premium pet care markets,” concludes Van Jaarsveld.
“Underpinning all of it is the same entrepreneurial spirit that built this
company from 11 people in a small town. The next chapter for Montego is ambitious, but the foundations have never been stronger.”
Tel: +27 49 891 0825 connect@montegopetnutrition.com www. montegopetnutrition.com
