21st Pet Street. Home of Change Stranamics

Welcome to . An internationally oriented consulting company for the pet industry. In order to fully service your company, we created 21st Pet Street. The street where changes are being made. In the various buildings, you find all the activities that and owner Marcel Blok are involved in.

Why change?
Change is the only constant in life. Our business-environment is dynamic and adapts itself to new circumstances. Sometimes, unbiased outsiders are needed to help companies set out new ways forward.

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Why ?
  • We bring nearly 30 years of experience in the industry with us
  • In senior and top management positions with the responsibility to guide the company into a healthy and sustainable future
  • As consultants to a broad variety of companies in the last 16 years we continue to widen and deepen our know how and insights
  • We focus on one industry: yours! So that we do not have to spend valuable time (and money) to understand your business-environment
  • We stick to our promises and deliver what is agreed (and most of the time even more than that)
All of our services are based on the thought that we want to enable your business to adapt to the constant and rapid changes in the pet industry. Want to know more? Get in touch. We’re only a click or a phone call away.



In an interesting article written by Maria Lange of GfK and recently (Nov. 2017) published in Petfood Industry she mentioned an intriguing development: regraining! The hype about no grain has not yet come to its full potential and we already start to see a counter-movement. Back to grain. Whereas, for starters, the bulk of the market has never left grain anyhow. But, there is a new element to be considered: we’re not going back to just any other grain. No, we start to use ancient grains. To make the difference and to imply that these were part of the historical diets of our beloved pets’ ancestors. And ancient of course also has this aura of not being tampered with. It is authentic, it applies to our need for ingredient integrity.
And yet, as I understand it, ancient grains have grosso modo the same genetic make-up as their more modern offspring; so I reckon that the desired and implied effect of using ancient grains is open for debate.

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What about no grain? Is it maybe max 5% of our pets or rather dogs that suffer from grain-intolerance (I understand that only a limited number of breeds are prone to this intolerance anyway)?; and if this is the case, why is no grain so popular across the board? Because we instill fear! Because we do not tell the whole story. We imply; we do not claim, because we cannot claim. We use self-appointed experts, sometimes called celebrities, to tell our story. We jump on the bandwagon without checking the tune that is being played. We are following the Pied Piper.

And in doing so we establish a new segment or category in the market that becomes noticeable and is worthy of further investigation and monitoring. Which will prove beyond any doubt that the segment is a very interesting one. A self-fulfilling prophesy maybe?
However, in a flat market, where does the glorified and new segment steal from? Is it all about upgrading or does the growth of one lead to the decline of a segment in a comparable quality/price position. Most likely the latter is the case which means that market-shift has been achieved and not market-growth; other than maybe some value. From a macro point-of-view this can be considered a futile excercise if you take strategic relevance into account.

When do we see the true boost? The initiative that grows and changes the market, that leads us into the next stage of development? Holistic, no grain, low grain, ancient grain create some micro-waves in the pond, but the boat is still not truly rocked.

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