Prague, 30 September 2023 – In September, the Czech pet food producer VAFO won yet another important award. The company’s popular flagship brand Brit has received its eighth Czech Superbrands title, which it has won every year since 2016. In addition to the award, the company also successfully defended the “Seal of Quality”, which reflects strength, responsibility, perseverance, and the ability to push boundaries and consistently develop new solutions. Brit is the only Czech pet food brand to hold the Superbrands label.

The award ceremony for this year’s 11th annual Czech Superbrands competition was held in Prague on 14 September 2023 at Slovanské dům. A total of 45 brands were awarded in the Superbrands category, with 18 earning the title of Business Superbrand. The prestigious award is only given to companies chosen based on their prestige, innovation, and brand awareness within the Czech market. In order to join the elite Superbrands club, brands must not only maintain high quality and an excellent reputation but also have a strong story. The winners, who also appear in the competition’s yearbook alongside other leading Czech companies, are decided by a jury comprising respected domestic experts.

According to Tomáš Prouza, president of the Union of Trade and Tourism of the Czech Republic and vice-president of the Czech Chamber of Commerce, only brands with excellent reputations and with which customers associate important values and have a personal relationship receive the Superbrands seal. These are companies that cannot be derailed by financial crises, pandemics, or military aggression near the Czech border.

The Czech Superbrands award is a great honour for us, because it shows that experts are keeping up on our pursuit of progress in the pet food industry. It’s no secret that our products are based on many years of experience and expertise in pet nutrition and are made using only high-quality ingredients to ensure their outstanding nutritional profile and palatability. But we also think of others. For instance, we’ve already donated more than 800 tons of pet food to Czech animal shelters, and we organize educational programs designed to teach children and adults about pet ownership. After all, getting a pet is a major responsibility. We also supply food for dogs and cats that have been impacted by the war in Ukraine. Moreover, we’re committed to reducing the impact of the pet industry on the planet. In order to fulfil VAFO’s overall concept of sustainability, we’ve introduced packaging made from 100% recyclable materials and a line of foods called Brit Sustainable, which uses a unique combination of insect and animal protein. In short, we’re constantly moving ahead,” says Juraj Juhász from the marketing department of VAFO PRAHA, who attended the ceremony to accept the award on behalf of the company.