DLG takes over the distribution of PAVO products in Denmark

From February 1, 2025, DLG will take over the distribution of PAVO horse feed in Denmark. DLG will be responsible for sales to PAVO's customers and dealers in Denmark, and it will continue to be available in DLG's nationwide retail chain, Land & Fritid.
The PAVO brand is owned by the Dutch company ForFarmers. Since 1968, PAVO has produced feed specifically for horses and is known for leading the development of innovative quality products for horses across Europe. In Denmark, there are approximately 100 dealers of PAVO, 38 of which are Land & Fritid stores. Many of these are already trading with DLG. In the new setup, it will be more efficient and attractive to be a PAVO dealer, as a large central warehouse can offer more and faster solutions. For dealers and larger B2B customers, DLG can now offer total solutions that were not previously possible. "We are proud to include a strong brand like PAVO in our already extensive range. PAVO is one of the leading European horse feed brands, especially in delivering feed solutions for sport and breeding horses. At the same time, the brand has more than 25 years of history in Denmark, so we are also taking over the distribution of some well-known products," says Jacob Helt Jessen, Market Manager at DLG.
The PAVO brand will be an addition to DLG's existing range, which also includes Equsana.
A more efficient and professional setup By incorporating the PAVO brand, DLG also strengthens its position in the market, which is currently experiencing a natural consolidation. In the future setup, DLG will serve customers and dealers of horse feed through five skilled and dedicated sales consultants. Additionally, DLG will also incorporate Morten Dueholm Larsen, who has worked with PAVO in Denmark for the past 18 years.
"With higher interest rates, inflation, and generally challenging market conditions combined with increasing reporting requirements, there is a growing need to build and operate larger entities across all industries - and the equine industry is no exception. With DLG behind us, we have a strong focus on costs and efficiency, which in the long run should strengthen our competitiveness for the benefit of our customers," says Jacob Helt Jessen. In 2024, ForFarmers and the DLG Group presented a collaboration that will combine forces in the German feed market. Therefore, DLG has entered into an agreement with a known partner.
Contact for further information:
Market Manager for the equine sector at DLG Service A/S
Jacob Helt Jessen
+45 51 74 36 65