Schulze Heimtierbedarf is a family business based in the small German town of Porta Westfalica. The company is managed by Dirk Schulze, the second generation of the family, since 2021 supported by Jesper Bach Sørensen as CEO. Schulze offers a wide range of innovative products they've developed in-house. The company seeks to not only be on trend with the best equipment as well as formulas that have novel or unique ingredients, but also to provide a balanced and complete diet for dogs and cats. Its motto is ‘Feed healthily instead of just feeding full’. For example, super premium brand PORTA21 has become a favorite among pet owners and dealers across Europe, with 5-star reviews on online channels. The name is synonymous with tradition, quality and health. Besides creating its own products, Schulze is an exclusive distributor in Europe of the American brands Starmark (dog toys) and Pioneer Pet (drinking fountains). The Schulze Heimtierbedarf company is characterized by its pioneering innovation in eco-friendly products, such as its patented line of environmentally friendly cat litter SoftCat. This product is made from grass and corn fibers and is produced with green energy. The company also places great emphasis on its waste reduction policy. The manufacturer has an ambitious long-term plan for making its packaging sustainable, recyclable and low waste to help reduce ist carbon footprint.