VAFO, a leading European pet food producer, proudly announces the official launch of VAFO Digital, its new e-commerce and digital innovation division. This transformative initiative was kicked off during a milestone session in Athens, where e-commerce teams from across the entire VAFO Group Family came together.

The Athens meeting marked a significant moment for the organization, sparking collaboration, sharing digital ambitions, and laying the foundation for a new era in VAFO D2C segment. It served as a launchpad for VAFO Digital, a strategic platform aimed at unifying digital strategies, enhancing synergies, data first transformational thinking and leveraging shared expertise across the group.

VAFO Digital will be led by James Collingham, ex Director of eCommerce at UK-based brand Pooch & Mutt. With extensive experience in digital commerce and brand growth, Collingham will lead the effort to drive the company’s digital transformation and build a robust, scalable online infrastructure.

Why VAFO Digital?

The pet industry continues to evolve rapidly, with digital transformation central to consumer engagement, brand differentiation, and operational efficiency. VAFO Digital has been established to address key challenges and capitalize on digital opportunities with a focus on:

  • Technology Infrastructure:
  • Data Accuracy & Accessibility
  • Innovative Online Propositions
  • Digital Marketing & Growth
  • Data-Driven Decision-Making
  • Loyalty & Subscription Models
  • Brand Collaboration & Alignment

A Vision for the Future

With VAFO Digital, the company is poised to take pet care e-commerce to the next level, ensuring it remains at the forefront of innovation. By combining data intelligence, cutting-edge technology, and strategic expertise, VAFO Group is committed to delivering enhanced digital experiences for pet owners and strengthening its global market presence.

“As the pet industry becomes increasingly digital, it is essential to have a dedicated team that not only understands the nuances of e-commerce but also embraces agility and innovation,” said James Collingham. “VAFO Digital will enable us to scale faster, make smarter data-driven decisions, and create better experiences for our customers and their pets.”

VAFO Digital’s launch underscores VAFO Group’s commitment to shaping the future of pet care through digital excellence.