New generation to take the lead at Prins |

Lies Verkade and Wil Mulders will step down as board members of Prins Petfoods as of February 1st, 2021 to make way for a new generation of business leadership. They will remain closely associated with the family business as shareholders and advisers. Business management will be transferred to Mariska van Gelder, Marlou Mulders and Gertjan Willems.

Belonging to the new generation of business leadership, Marlou Mulders has final commercial responsibility. Mariska van Gelder has final responsibility for experience concepts such as the Prins Plaza animal welfare center and the Prins Visitor Center and Gertjan Willems for operations, development and education.

Brand pillars

Prins is developing rapidly and fully focused on the expansion of the three brand pillars: Products, Education and Experience. The new management will also be responsible for the educational labels which Prins Petfoods has launched in recent years, such as EduPet Education, the Martin Gaus Academy, the Cat Academy and the Rabbit Academy. This year the Herp Academy and Horse Academy will be added.

Third generation

Dirk Johannes Verkade, founder of Prins Petfoods in 1963, together with the current management laid a solid foundation for the core values that the company propagates every day: increasing the well-being of pets by sharing knowledge, producing high-quality 100% natural dog and cat food and providing inspiring meeting places for both pet owners and professionals. His granddaughter Mariska van Gelder is the third generation who will be at the helm of the company.

With great pride

Lies Verkade and Wil Mulders have led Prins for more than twenty years. ‘It is time to hand over the baton’, they say. ‘In recent decades, we have contributed with great pride to the growth of the brand and putting the pillars nutrition, education and experience on the map. It is a well-considered decision to take this new step. Together with the family, we have every confidence that the new management can take Prins to an even higher level.’