CRAFTORY EXITS EDGARD AND COOPER

WHO LET THE DOGS OUT?!

The Craftory inks major exit as edgard and cooper gears up for INCREASED internationalisation

The acquisition of Edgard and Cooper by General Mills marks the completion of a successful exit for The Craftory, with the pet food brand having grown its retail sales fivefold since the fund’s first investment in 2020. It’s a deal that demonstrates the power of responsible consumer capital and is the clearest sign yet that The Craftory is onto a winning strategy – one that works in even the most challenging of investment environments.

Founded in 2018, The Craftory was the first consumer fund to apply a determinedly sustainable capitalist approach across its portfolio of responsible CPG brands, and the first to be a certified B Corp.

In Edgard and Cooper’s founders – Louis, Koen and Jurgen – The Craftory team found fellow visionary mavericks eager to change the world for the better. Since 2020, The Craftory has been Edgard and Cooper’s responsible consumer capital partner, leading the business through its $26m Series B and $22m Series C fundraising rounds. 

The Edgard & Cooper food philosophy

Edgard and Cooper has captured the hearts of pet parents across the continent by offering dog and cat foods that deliver happier, healthier lives for their companions. All their food is rich in fresh meats and packed with fruit, vegetables, vitamins, minerals and even prebiotics – wholly absent of highly-processed ingredients such as nutritionally-poor meat meals. 

Why now?

But now it’s time for a new home. In 2023, Edgard and Cooper posted estimated retail sales of more than €100 million across 13 markets. The business is primed for growth and ready to run wild in new markets across the globe, supported by General Mills – one of the world’s largest consumer food companies and home to some of the most iconic global brands.

Elio Leoni Sceti, Co-Founder and Chief-Crafter at The Craftory:

“Edgard and Cooper’s journey is the perfect substantiation of The Craftory’s belief in the power of brands, cause-driven business culture, and exceptional founders.”

“Koen, Louis and Jurgen combine vision, energy and determination with a focus on excellent execution. They’ve been a perfect fit for The Craftory’s operating model – partnering and working closely with the brands we invest in – which has supported Edgard and Cooper’s move to profitability and fivefold growth during their time in our portfolio.”

“We are thrilled that these results, and the strength of the business, have attracted General Mills and wish all the best for Koen, Louis, Jurgen and the whole Edgard and Cooper team in their next, no doubt successful, chapter.”

Koen Bostoen, Co-Founder of Edgard AND Cooper:

“We are hugely grateful for the support we have received from the team at The Craftory in recent years. Capital that is invested in sustainable growth and wider social ambitions, and not solely interested in profit, is hard to come by – it has been instrumental in the growth and success of the Edgard and Cooper brand and its story.” 

“We are excited for the next chapter and look forward to working with the team at General Mills.”

Jon Nudi, group president, Pet, International and north America foodservice, General Mills:

“Edgard and Cooper is at the intersection of our Accelerate strategy's core markets and global platforms, We’re thrilled to welcome the Edgard and Cooper team to the General Mills family, and we look forward to partnering together to advance their mission to revolutionize premium, natural pet food.”

Read the General Mills press release via businesswire.com