MFD: Protecting pet health and well-being in the name of lov

MFD is the core pet food brand under the GuaiBao Pet Food Group, holding an important position in the pet supplies market.

Founded by Qin Hua in 2006, GuaiBao Group initially provided OEM services for overseas brands in the pet food industry. In 2013, facing changes in the foreign trade situation, GuaiBao Group adopted a branding strategy, launching the main brand "MFD" and achieved rapid growth through e-commerce channels.

MFD's brand philosophy is to provide pets with natural, healthy, and delicious food. Leveraging GuaiBao Group's strong R&D and production capabilities, MFD continuously offers high-quality products for pets. GuaiBao Group has established an international-level independent R&D platform, recruiting researchers to conduct basic research on dog and cat food. For example, different dog breeds have varying requirements for the shape, density, toughness, and crispness of dog food based on their jaw shape and dental arrangement. Taking this as a foundation, many innovations have been achieved in formulations and processes, such as the WENGER high-fresh meat equipment in the puffed food category, aviation-level freeze-drying technology in the staple freeze-dried food category, and the three-stage mild baking process in the baked food category, leading the industry in innovation.

GuaiBao Group has robust production capabilities, with a large-scale pet food production and research cluster. Their super factory integrates high-quality ingredients from around the world, including beef from Argentina, venison and rabbit meat from New Zealand, tuna from Thailand, salmon from Denmark, and fresh poultry from the local region. The group uses advanced production technologies such as FreezeDrying freeze-drying technology, American Wenger fresh meat high-addition technology, original probiotic strains and cold spray coating technology, and electronic beam high-energy physical sterilization and preservation technology to ensure product quality. In addition, the group has established and implemented the HACCP food safety control system and ISO9001 quality management system, and obtained certifications from authoritative institutions.

In sales and marketing, MFD focuses on online channels, covering a broad consumer base through online direct sales and distribution, while also emphasizing brand promotion and reputation building through offline channels. During the 2022 Double 11 shopping festival, MFD became the only pet brand on Tmall to break the billion sales mark, topping Tmall, Douyin, Pinduoduo, and other platforms. In the first three quarters of 2024, GuaiBao Pet's revenue reached 3.67 billion yuan, a year-on-year increase of 17.9%, and net profit attributable to the parent company was 470 million yuan, exceeding the previous year's full-year performance.

MFD's product categories include:

- Main Food Series: Based on natural ingredients, carefully selected raw materials. For example, beef double mix food with high-quality beef, grains, and vegetables for balanced nutrition. Customized products for pets of different ages, breeds, and health conditions, with puppy main food focusing on bone development and immune enhancement, while senior dog main food emphasizes digestibility and joint protection.
- Snacks Series: Meat snacks such as chicken breast jerky and beef cubes use fresh meat, preserving the original flavor, nutrition, and rewarding pets while promoting dental health. Functional snacks, such as canned food containing probiotics, help regulate pets' intestinal flora.

Throughout its development, MFD has received numerous awards, such as the "Annual China Quality Manufacturing Award" at the 2019 and 2020 Asian Pet Expo, and the first place in the 2021-2022 Tmall TOP Brand Power List (Pet category).

MFD also actively fulfills its social responsibilities, sponsoring the 38th Beijing Adoption Day, advocating for "adoption instead of purchase," and addressing the issue of stray cats and dogs' well-being. During the 2021 Henan flood disaster, MFD donated ten tons of food to the affected areas through the "Capital Animal Care Association."