The company pet-earth GmbH was founded in 2003. In the early days, the company sold imported prepackaged litter, but it soon began manufacturing operations in Germany. It uses only naturally sourced raw materials for all its GOLDEN products.
The company has since made a name for itself – both at home and internationally – for focusing on the production of high-quality cat litter. After more than 20 years, the GOLDEN brand has become one of the most popular premium cat litters on the European market, trusted and preferred by many pet owners, cat breeders and veterinarians. Although already present in many countries, pet-earth continues to expand its horizons as it ventures into new markets and engages with the next generation of pet parents.
Over the years, the original bentonite-based brand GOLDEN grey - Original was joined by GOLDEN grey - Master, GOLDEN odour and GOLDEN white - Hygienic. In 2024, the line was expanded to include the natural products GOLDEN cassava - Nature 9 l, Golden pine Nature 18 l and GOLDEN wheat - Nature 18 l, an ecological litter with innovative, ecological, biodegradable and environmentally friendly ingredients. The range is also currently being expanded to include GOLDEN light litter with 400% absorbency, which impresses with its natural odour-binding properties, anti-tracking formula, convenient and easy cleaning and very economical consumption. In addition to the product launches, the company is currently working on a branding update. This includes a completely new corporate identity, website and logo.
Apart from the premium quality of its products, pet-earth also strives to be the right business partner for its customers, providing extensive services. Throughout the manufacturing chain, the latest technology and staff expertise combine to guarantee a smooth workflow – from raw material processing to product delivery. Meeting all individual requirements and customer wishes, with private labels or packaging sizes for example, is all part of the pet-earth service.
In October 2023, Jesper Bach Sørensen took on the role of CEO at pet-earth. Bringing a wealth of experience from both the pet industry and international trade, Sørensen is poised to enhance the visibility of the GOLDEN brand and extend its market reach through new distribution channels. His expertise in retail and strategic vision are anticipated to drive the successful implementation of the company’s ambitious projects.
Under Sørensen’s leadership, Pet-earth aims to strengthen its position in the market, attracting more buyers without compromising the loyalty of its established customer base.