One manufacturer, two audiences, two platforms: building Top Pet Food’s digital presence
A Hungarian online store and, years later, an English-language B2B website for an IFS-certified pet food manufacturer. Customers learn about products, partners about production, each on their own platform.
Top Pet Food manufactures its own brand, produces private label pet food for European partners and also sells directly to customers in Hungary. Its online store had been running for years, but its digital presence did not reflect the weight of its manufacturing operation, and putting the B2B message into the store would easily have blurred the messages for these three audiences.
02
Solution
We first built the toppetfood.hu online store for pet owners in Hungary, and years later added toppetfood.eu, an English-language B2B website for distributors and private label partners. A “Gyártás” (Manufacturing) item in the store’s main menu links the two.
03
Result
International partners reach the product catalogue and the right decision-maker in a few clicks, and domestic customers shop without B2B content getting in their way. The certified manufacturing background builds trust on both platforms.
For more than 15 years, Top Pet Food has been developing and manufacturing dog and cat food in Pécs, Hungary. Its IFS-certified facility produces the company’s own Canoro brand alongside private label products for European partners.
The company works with distributors, retail partners and businesses that want to bring pet food to market under their own brand name. Everything from recipe development to packaging is handled in-house. Alongside its manufacturing business, Top Pet Food runs its own online store for customers in Hungary, offering the Canoro range together with other premium brands.
The foundation: an online store for pet owners in Hungary
Chronologically, the online store came first: it launched years before the B2B site. It is organised around two main categories, dogs and cats, with subcategories that follow how people actually shop: dry and wet food, natural treats, supplements, parasite protection, toys and accessories. Canoro products are given prominent placement. Sale items, new arrivals and a Top 100 collection give returning customers quick entry points.
01 Home page
02 Product list
03 Product page
The checkout follows what Hungarian shoppers expect
Card payment through SimplePay
Free shipping above a set order value
Delivery within 1–3 working days
14-day returns
Registered customers can keep a favourites list, saved billing and delivery addresses and their order history, while the newsletter keeps them up to date on promotions and new products. Product pages have structured, search-friendly descriptions that both traditional and AI-powered search engines can easily process.
The store runs on W5labs’ own e-commerce platform, so new product lines, additional languages or a B2B partner portal can be added later on the existing foundation rather than as a new project.
Looks for production capacity, certifications and export experience.
02
Private label partner
Wants to know how flexible the recipes, packaging and production volumes are.
03
Pet owner
Cares about ingredients, price and delivery time.
When these three needs compete on one website, every visitor finds less of what they came for.
So manufacturing communication did not go into the online store but got a platform of its own, with a consistent brand identity. One principle guided both: Top Pet Food is first and foremost a manufacturer, and the online store is its direct sales channel.
toppetfood.eu
Years later: a B2B website in three days
The English-language site presents the two ways to work with Top Pet Food on a single, clearly structured page. One route is the Canoro product range for distributors and retailers, the other is private label manufacturing for partners building their own brand. Each comes with a downloadable document, the Canoro product catalogue and the manufacturing brochure, so a prospective partner gets everything they need to share internally on their very first visit.
Canoro product rangedistributors, retailers
Private label manufacturingprivate label partners
The downloadable Canoro catalogue: something a partner can forward for internal discussion.
Trust signals in the main content
The trust signals, including IFS certification, more than 15 years of manufacturing experience and exports across Europe, are built into the main content. A buyer uses exactly these to decide whether to get in touch at all, so they could not be tucked away on an About page. An FAQ section at the end answers the questions partners ask most often, in a format that both search engines and AI-powered search can easily interpret.
IFS certification
15+ years of manufacturing
Exports across Europe
Direct contact instead of a form
For the contact section, we deliberately left out the form. Two contacts are listed by name, role and direct details: the Managing Director for partnerships and the Export Manager for international enquiries, who can be reached on both an Italian and a UK number. For a B2B decision-maker this is the quicker route, and it signals from the first step that they can expect a personal working relationship.
Three days, with AI support
We delivered the site in three days. First versions of the visual direction, layouts and copy were produced with AI support, which significantly shortened the design phase. Decisions on separating the audiences, placing the trust signals, the contact approach and the final tone of the messaging were made by our team.
Top Pet Food is first and foremost a manufacturer, and the online store is its direct sales channel. We had to keep that order on both platforms.
The bridge
How the two work together
The manufacturing site was built years after the online store, but on top of it: the “Gyártás” (Manufacturing) item in the store’s main menu connects the two platforms. A visitor browsing the Hungarian store who is interested as a reseller or private label partner reaches the B2B site in a single click. International partners, on the other hand, see only what they need for their decision, without the consumer range competing for their attention.
How the two platforms connect
Top Pet FoodIFS-certified manufacturing · Canoro
Pet owner in Hungary↓toppetfood.hu
dog and cat categories
card payment
1–3 day delivery
⇄ “Gyártás” (Manufacturing) menu item
Distributor and private label partner↓toppetfood.eu
Canoro catalogue
manufacturing brochure
direct contacts
The result
A digital presence that matches the manufacturing operation
Top Pet Food’s digital presence now matches the reality of its manufacturing operation. On their first visit, international partners get a credible picture of the certified production, the two ways to work together and who to talk to. Customers in Hungary order from a clear, easy-to-use online store, and the Canoro brand stands out in both settings.
The split pays off in the long run as well. A new export market, an additional language or a partner portal can be added to the existing structure, and communication for each audience can evolve independently.
toppetfood.eu · toppetfood.hu
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International B2B partners and domestic customers look for different things. toppetfood.eu presents manufacturing and partnership options in English, while toppetfood.hu serves shoppers in Hungary. The “Gyártás” (Manufacturing) item in the store’s main menu links the two.
toppetfood.eu was delivered in three days. First versions of the visual direction and copy were created with AI support, and the strategic decisions were made by the W5labs team.
Directly, without a form. The site lists two named contacts with direct details, one responsible for partnerships and one for exports.
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