ABOUT TECHNI-CAL
The heritage
To find the roots of the Techni-Cal super premium pet food brand one needs to travel to Canada. Indeed, almost 40 years ago , the Martin family founded the brand, after extensive research on the true nutritional needs of dogs and cats.
Experience, knowledge and expertise, not the least in researching the finest ingredients suitable to feed dogs and cats in a most natural way, resulted in a product praised by many for its high palatability and digestibility.
The diets for dogs were quickly introduced and adopted by breeders, professional sled dog mushers and sport dog enthusiasts. It is with this community of very demanding experts that the product received the recognition and fame this exquisite brand deserved. And from then on the word was spread about the benefits of the Techni-Cal brand and the great results the products delivered, even in the most strenuous circumstances.
With this professional endorsement as solid foundation, the brand started its conquest of the Canadian specialty retail market. Techni-Cal enjoyed a rapid rise in market share by providing pet owners with superior quality and nutrition, often exceeding customers expectations. The Martin family philosophy was to build the Techni-Cal brand one customer at a time, a strategy that proved to be very successful in Canada.
Global expansion
With great success throughout the early 80’s in Canada the Martin family embarked upon an expansion into new horizons and international expansion materialized. First it was across the Pacific Ocean to pursue the market in Japan, then across the Atlantic Ocean to open up the opportunities in Europe and the UK. Not surprisingly, all markets they entered were very receptive for the quality and the value for money of the product. Despite fierce competition the international expansion became a success: the company had to organize for this expansion by establishing international sales and service organisations in various regions across the globe.
Amazingly the last market entered by the Martin family was closest to their home base: in the late 80’s they entered the USA. This was certainly the most mature and competitive market for them to deal with. But here as well they managed to put a solid stake in the ground and from then on the reputation of the brand was established throughout the globe.
The brand was there ... and was there to stay ... and would never disappear anymore ...
The transition:
As of 1996 Techni-Cal had reached such a success that it was envied by many companies. After long hesitations the Martin family decided the time was right for allowing the brand to reach other dimensions.
In the fall of 1996 the brand was acquired by the HJ Heinz Company who continued the geographical expansion.
In 2004 the Koning family bought the Techni-Cal brand and soon decided that the brand deserved a specialised attention and a more tailor made approach. In order to achieve this Techni-Cal International, with headquarters near Zwolle in the Netherlands, was founded.
Present and Future
Today, the Koning family works seamlessly with a dedicated team of experienced specialist who share a common passion: enhancing the well being of the dogs and cats they feed .
Currently Techni-Cal International services and delivers its quality products in more than 30 countries but the expansion goes on at an ever increasing pace.
The focus is on establishing the solid base for growth by going back to the core principles on which the Martin family have built the brand. Overarching all we do, but also the guiding principle for what we will not do, is our Mission Statement:
" Our mission is to provide state of the art products with superior consumer value. Our products will satisfy the true nutritional needs of dogs and cats across life stages, life styles and special needs. By doing so we contribute to an enriching, mutually enjoyable and beneficial relation between pets and humans"
Our promise to you and your pet
We will make no concessions to quality. It is the cornerstone of our business and the number one priority of all our employees. The quality of all we do will mirror the quality of the product.
We will do what is right and in our power in order to safeguard the health and wellbeing of the dogs and cats we feed. We will seek to constantly increase our knowledge, offering optimum nutrition.
Techni-Cal is the ultimate choice for all concerned pet owners who seek value for money... For pet owners who understand and live by the principle that a dog and a cat should be respected for what they are. We respect the true nature and the uniqueness of dogs and cats. We will always strive to satisfy the true nutritional needs of the dogs and cats we feed.
Therefore, Techni-Cal is the brand which through its consistent quality and rational approach of nutrition, safeguards the health and wellbeing of dogs and cats in the most natural, straight forward, transparent en effective ways possible.
Techni-Cal is the brand that delivers on the promises made and proves it with visible results.
