About us

Over 140 years of producing high-quality dog and cat food

Our mission

Only the very best is good enough

Puro has been a producer of dog and cat food for decades. Natural food with delicious taste and ingredients of the best quality without artificial aromas, colours and flavours. We apply a very strict selection for our raw materials in order to always deliver products of the highest quality.

Every pet has different tastes and needs, which is why we formulate our products with your specific pet in mind. Whatever your dog or cat’s age, life stage, weight, allergies, health issues, energy levels or breed, we have exactly what they need. Everything at Puro is carried out in accordance with GMP+ and HACCP standards for food safety.

View our product range

The birth of Puro

The Coolen family founded Puro and still plays a key role in running the company today. As early as 1887, the Coolen family laid the foundations for the current business. At the time, the windmill in Wintelre was used, amongst other things, to grind animal feed. This proved to be a success, so the family invested in an electric hammer mill, and in 1936 the windmill was replaced by the hammer mill.

windmill of the coolen family in wintelre

The windmill in Wintelre

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The manual bagging plant in Wintelre

The first dog food officially rolled out of the Wintelre factory in 1970. Over fifteen years later, the Wintelre organisation outgrew its premises, production and the office moved to Steensel in 1988 and cat food was added to the range. Innovation, growth and new insights have always led to improvements in pet food at Puro. Your pet always comes first with us.

The current Puro

Meanwhile, the Coolen family still has someone from the family in charge, but the management has expanded to include a co-owner. Both having their own speciality, together they form a solid foundation for the entire team. A dozen colleagues, all possessing a no-nonsense mentality, now provide fresh food of the best quality for your dog and cat every day. Regardless of the employee's position, everyone contributes to the beautiful, honest products. This results in food for dogs and cats with natural ingredients that we constantly monitor. No tie, but professionalism. No selection menu, but an employee with knowledge directly on the line.

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Nutritionist and owner René Coolen

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The automated bagging plant in Steensel

Puro foods are available throughout Europe through our webshop. Besides our own Puro range of more than 50 different products, we also produce private label products that are specially formulated for you, the customer, on request.