About us

Over 50 years of quality production of 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.

Tastes and needs differ from pet to pet, which is why we put together our products by focusing on your specific four-legged friend. Regardless of age, life stage, weight, allergies, complaints, energy level and breed, we have what your dog or cat needs. Everything within Puro follows GMP and HACCP standards for food safety.

View our product range

The birth of Puro

The Coolen family is at the beginning of Puro and still this name is partly at the helm. Back in 1877, the Coolen family laid the foundations for the current company. At the time, the windmill in Wintelre ground animal feed, among other things. This proved a success so the family invested in an electric hammer mill and the windmill was exchanged for the hammer mill in 1936.

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.