GOOD !D, GOOD ID bvba
Day in and day out, our 'Chefs' produce semi-moist dog biscuits and food at our location in Brecht (Antwerp). About 1.5 million dog treats roll off the production line every day.
The production of semi-moist reward treats and kibble is a unique process that we have developed ourselves. Thanks to this special preparation method, the products are not baked, as to optimally preserve all healthy nutrients. This way we can be sure that we not only produce delicious, but also high-quality products, made from top class raw materials.
These treats and kibble drive, fly and sail all over the world. Because creating a wonderful dog life for dogs and owners worldwide: that is our drive!
hupple was founded by the young entrepreneur Manuel Goossens. At the request of luxury chain HILTON HOTELS, twenty-three-year-old Goossens designed a unique product for hotel guests and their four-legged friends. He came up with a tasty, top-quality biscuit that was individually wrapped like the biscuits with coffee. This concept hit like a bomb and quickly became an item in the best hotels in Europe. This was thought provoking... What if all dogs could taste a luxuriously packaged snack? GOOD !D got the license to start hupple and 'a star was born!'
The mission of GOOD !D then and now is still the same: Creating a fantastic dog life, from the start, and this for both dog and owner, because a happy dog means happy ‘pawrents’!
hupple is more than a dog biscuit, this healthy, natural and frivolously packaged snack range is the ultimate connector between dog and owner. After all, with a snack you can train, reward, communicate and give love. Even with dogs, love goes through the stomach.
Goossens started a student job at one of the first pet supermarkets in Belgium where he soon noticed the needs of his customers and devised an automatic feeding system that saved rodent owners a lot of misery: the 'Feed-o-matic'. Years of dedication were rewarded with a distribution of his invention to all Tom&Co stores in Belgium. The product also caught on in the rest of Europe and before he knew it, Goossens was known as 'the personal butler' for all your animals. After finishing his studies, he immersed himself more in pet food & snacks and supervised various private labels at home and abroad.
In 2006, Goossens took an important strategic decision with his company GOOD !D. Feed-o-Matic disappeared from the range and the frivolous and original hupple took its place. The private label activities also got a separate division 'Your Pet Label' with a new vision and service.
In the meantime, GOOD !D supplies all major players at home and abroad with its 'Your Pet Label', and hupple has become a worthy player as the only snack brand produced in Belgium.
In October 2013, GOOD !D opened its first fully own production on Belgian soil in Brecht. In addition to catering dogs, they developed a treat range for cats as well. The start of yet another fantastic hupple chapter.
After years of R&D, GOOD !D added their brand ‘pharma.pet’ to the family, where they pack years of scientific knowledge in a tasty bite-sized solution. The dietary supplements are enriched with concentrate from natural resources that contribute to supporting health. Both the ‘Supplements’ and ‘Supports’ provide additional health support for ailments, and are supported by ‘Multivitamin’, a general complex packed with vitamins and minerals, and the ‘Transporter’ to easily administer medication from the vet.
As their newest innovation, the hupple brand developed their ‘hupple food’, a tasty basic range with both semi-moist and crunchy kibble, expanded with their unique ‘Tasty Toppings’, to bring extra flavour and variety to the dog’s daily diet. On top of that, their packaging is ultra-convenient thanks to the serving spout, and 100% recyclable due to the mono-material they are made of. The food is fully developed and produced in Belgium.