Interview with Celia Emily Casey (CEO) and Mesut Akçin (COO). Founders Kuro & Kai

Celia, the daughter of Irish and Spanish parents, and Mesut, a Turkish entrepreneur from Istanbul, form an international team that combines a global vision with Mediterranean roots. This is their first year exhibiting at IberzooPropet, the first official stop on an international tour where they will present pioneering products and a groundbreaking project they have been working on for over two years. Spain is a strategic market for them and a starting point for their expansion.

Had you visited IberzoPropet before, or is this your first time attending the fair?

Propet was the initial impetus for this whole journey. As two young entrepreneurs living in Málaga, we saw an advertisement for the fair on the second night of the event last year and made a completely spontaneous decision. Something told us, "We have to go." That same night, we got in the car and headed to Madrid.

At that time, Kuro&Kai was just an idea in development. But the conversations we had, the initial contacts we made, and the energy we felt at the trade fair showed us that this idea could become a real brand.

Returning a year later as exhibitors is not just a business step; it's a symbolic moment. IberzooPropet was our starting point, and now it's the stage for our official launch.

What motivated you to rent a stand and participate as exhibitors in this edition?

If you're in the industry, you have to be there. We have experience at trade fairs in other sectors and we know the impact a unique offering can have. After visiting IberzooPropet last year, we knew this was the place where we wanted to launch our brand. We've worked hard to make IberzooPropet the official starting point for Kuro&Kai.

What other international petcare trade shows do you usually visit or exhibit at?

This is our first trade show as exhibitors, but we have a clear roadmap: we'll be at Interzoo (Nuremberg) this May and Petzoo Eurasia (Turkey) in October. Our goal for next year is to also be at Global Pet Expo (Orlando).

Will you be presenting any new products or specific launches during Iberzoo Propet?

Yes. At Iberzoo Propet, we are officially launching our clumping cat litter made from upcycled Mediterranean olive pits. We've given new value to a byproduct of the olive oil industry and transformed it into a high-performance, low-dust hygiene solution with excellent clumping properties.

This product is a perfect example of our circular economy approach: transforming what was once considered waste into a sustainable, high-value alternative.

Furthermore, its Mediterranean origin reinforces the Spain-Turkey connection that defines our founding team and our vision for regional production. In addition to olive pits, we will soon be marketing other sands that add value to corn, cassava, and tofu.

We are also delighted to announce our strategic partnership with RANOVA, a world leader in freeze-drying, the technology they use for astronaut food. This technology allows us to preserve up to 98% of the nutrients, extending the shelf life to 36 months without the need for refrigeration.

We bring you RANOVA products that are as fun as they are healthy: lollipops, waffles, cheese bites, and single-ingredient cubes (chicken, duck, salmon, and more)

What are your main objectives in participating in the fair?

Our primary objective is clear: to improve the lives of pets. We believe that animal welfare begins with simpler, more transparent, and more conscious decisions, both in terms of nutrition and hygiene. We have seen real cases of pets with severe allergies or digestive sensitivities that perfectly tolerate our products, and this reinforces our mission: to offer solutions that make a difference in their daily lives.

At the same time, we want to build a solid distribution network that will allow us to bring this product to as many homes as possible. We are looking to connect with distributors, specialty stores, veterinary clinics, and large chains that share our vision and want to invest in differentiated products with high added value and strong sales potential at the point of sale.

Our goal is not just to have a presence, but to grow alongside strategic partners and make this innovation a relevant category within the pet market in Spain

Are you currently working in the Spanish market?

We officially launched at IberzooPropet and are already in advanced talks with major retail chains to begin selling our clumping olive pit litter starting in April.

Our goal is to introduce an upcycled, efficient solution to the market, aligned with the real well-being of cats from the first year, with a solid and sustainable growth strategy.

We are especially excited that our first product originates from the Mediterranean. We transform olive pits, through a value-added approach, into an innovative feline hygiene solution. As a founding team with roots in both Spain and Turkey, we embody the Mediterranean in our way of life and our business practices. Our company, as Serrat sang, “was born in the Mediterranean.

We're not in a hurry, but we're not pausing either. We want to build solid foundations by carefully choosing each partnership. Our next natural step is to consolidate that connection by opening a processing plant in Andalusia, the land of olive groves and our home today.

In which international markets do you currently operate?

We have operational bases in Spain and the United States, with strategic alliances in Turkey and China. Starting next year, our expansion will include France, Germany, and the United Kingdom

What product categories do you market and what is your positioning within the sector?

We operate in two main categories: premium food (freeze-dried snacks with high nutritional density) and sustainable solutions for feline hygiene (clumping litter of plant origin).

Our positioning is clear: structural innovation in process, format, design, and sustainability. We don't compete on price; we compete on differentiation, transparency, and value proposition.

What kind of agreements or collaborations do you hope to reach during the fair?

We are looking for national and international distribution agreements, especially strategic collaborations with retail chains, as well as logistics partners and potential industrial alliances.

As a company with strong ties to Turkey and China and an international presence, how do you value the opportunity to connect with the Iberian market through Iberzoo Propet?

For us, it's a strategic and very exciting opportunity to be launched at this trade fair. We represent a giant like RANOVA in Spain and work closely with our producer partners in Turkey, and we have no doubt that Iberzoo Propet is the key platform to connect, strengthen relationships, and position ourselves nationally, while also allowing us to make connections beyond the Iberian Peninsula.

Having come as visitors last year and returning this year with a solid proposal based on freeze-drying and circular economy is a dream we have built with a lot of work, vision and with opportunities for collaboration that arise from spaces like this.

Fuente: Pets2B Consulting.