Building up and Coordination of Sales for BEWITAL in China as well as Investment in the joint Production Company in Weihai
The BEWITAL Group, headquartered in Südlohn, North Rhine-Westphalia, generated annual sales of €280 million in 2025 with 620 employees. The largest division is pet food, managed by BEWITAL petfood GmbH & Co. KG. Its most well-known brands are BELCANDO for dogs and LEONARDO for cats.
In 2018, FE Beteiligungsgesellschaft Shanghai Co. Ltd. (FE) was initially commissioned by BEWITAL to select several suitable sales partners in China. Following initial test orders, the company Megapet, Shenzhen, was granted exclusive distribution rights for the Chinese market in 2019.
In the same year, an FE Shanghai employee completed a training program at BEWITAL in Südlohn. To this day, FE utilizes this specially trained employee to coordinate BEWITAL’s sales and marketing activities in China. Following steady growth, BEWITAL has become one of the leading international pet food suppliers in China. In both 2024 and 2025, the LEONARDO and BELCANDO brands were each awarded as China’s best import brand.
To secure the China business long-term, BEWITAL, FE, and Megapet decided in 2023 to establish a modern moist food production facility in China. FE was tasked with selecting and evaluating suitable manufacturing locations. From then on, BEWITAL took charge of the technical setup of the production facility in Weihai, working alongside a production manager hired specifically for this purpose. FE primarily handled the formal incorporation of BEWITAL Pet Food Shandong Co. Ltd. Following the receipt of the business license, the three shareholders paid in the share capital in 2025, and modern manufacturing equipment was purchased and installed.
As a 20% shareholder, FE assumed local entrepreneurial responsibility throughout the entire setup phase of the local production facility. Together with the successful production start in 2026 FE sold its shares to BEWITAL. Still FE is supporting and co-ordinating the important export business with BEWITAL premium products in China as well as the related marketing for the awarded brands BELCANDO and LEONARDO.
