Genesis Group merges with Proudi in deal set to double revenue
What's the deal? Queensland algae producer Genesis GroupDealroom has a profile for this one. Try Dealroom → has merged with premium pet nutrition company ProudiDealroom has a profile for this one. Try Dealroom →, adding Proudi's consumer brands and retail channels to its operations across human supplements, livestock feed, agricultural products and environmental technologies. Genesis said the deal is expected to double group revenue.
Why now? Proudi brings distribution through ColesDealroom has a profile for this one. Try Dealroom →, PetbarnDealroom has a profile for this one. Try Dealroom →, and Pet Circle, plus growing international sales. Its YumGuardDealroom has a profile for this one. Try Dealroom → brand — which uses Australian-grown Chlorella algae as a functional ingredient — has recorded sales growth of more than 300% year on year, with rising demand across Asian markets.
What's the endgame? The merger pairs Genesis' research and manufacturing with Proudi's brands and retail presence, supporting expansion across agriculture, animal nutrition, and human health. Genesis plans to progressively integrate Chlorella into new and updated Proudi formulations.
"The opportunity isn't simply to sell more Chlorella — it's to build a portfolio of premium nutrition businesses that leverage the same science, manufacturing capability and intellectual property across multiple markets," said Genesis chief executive officer Eric Chen.
Proudi founder Dennis King framed the deal around shifting buyer habits. "Consumers increasingly expect the same nutritional standards for their pets as they do for themselves," King said.
What changes? Under the new structure, King joins the Genesis Group board as a director, while Chen continues as chief executive officer, overseeing operations across agriculture, animal health, human health, and environmental sustainability.
The signal: The tie-up reflects a bet that premium pet nutrition — where owners apply human-grade standards to their animals — offers a fast route to scale for an ingredient business. By building a multi-market portfolio around one algae platform, Genesis is wagering that its science travels further inside consumer brands than as a raw ingredient.
Read more: foodmag.com.au
Image credit: Generated with Gemini
