How IMC Krems alumni and HelloBello founders Wolfgang Maurer and Patrick Etz revolutionised the pet food industry
Story
Revolution in Dog Nutrition
From university to entrepreneurship
Wolfgang Maurer and Patrick Etz, graduates of IMC Krems’ Export-oriented Management bachelor degree programme in 2003 (now: International Business Management), have shaken up the German-speaking dog food market with their company HelloBello. What started as an idea to improve dog nutrition has grown, thanks to their entrepreneurial expertise and innovative thinking, into a pioneering business. Together, they founded HelloBello, the first company in the German-speaking region to offer freshly cooked dog food – tailored to each dog’s needs and conveniently delivered to the customer’s doorstep.
Breakthrough with "2 Minuten 2 Millionen"
HelloBello experienced early success, particularly following an appearance on the Austrian TV show 2 Minuten 2 Millionen. "That was a major milestone for us," says Patrick. "We received a lot of attention and managed to secure four investors right away." The TV appearance not only brought media attention but also helped the company introduce its concept of fresh dog food to a wide audience.
Wolfgang and Patrick emphasise that HelloBello’s journey has been shaped by a strong sense of teamwork. "We couldn’t have done it without a great team," says Wolfgang. "Starting a business requires relentless effort, and it’s the team that makes all the difference." Patrick agrees: “From the very beginning, we placed a strong focus on creating a solid company culture where everyone contributes, and we succeed as a collective.”
And who came up with the name HelloBello? - "That was my lovely wife; she’s a neurologist," Wolfgang laughs.
A solution for healthier dog nutrition
The idea to launch HelloBello stemmed from Wolfgang and Patrick’s personal experiences as dog owners. "We noticed that many dog owners were feeding their pets cheap dry food, which might be convenient but isn’t necessarily healthy," Wolfgang explains. This also bothered Patrick, who, like Wolfgang, believed that pets deserve better nutrition. "I was particularly shocked when I found out how industrial pet food is produced and what goes into it," adds Patrick. This inspired the two founders to develop a high-quality fresh food option, made with human-grade ingredients, that provides dogs with all the essential nutrients they need.
A shared academic foundation as a success factor
Wolfgang and Patrick met during their export management studies at IMC Krems, where they built the foundation for their future entrepreneurial careers. IMC Krems placed great emphasis on practical learning, and the knowledge they gained in business analysis and management proved instrumental in building HelloBello. "At university, we learned how to quickly identify market opportunities and turn a product idea into a viable business model – that knowledge helped us spot the market gap for healthy dog food and assess our chances," Wolfgang explains.
While both founders spent significant time abroad (Wolfgang in China and the Middle East, Patrick in Russia and Ukraine), they are now fully focused on establishing HelloBello as the number one brand in their home markets.
Patrick adds: "Another crucial factor was agile management, which we studied at IMC. Flexibility is key in a startup, and during the early stages, we had to adapt processes frequently and respond to demand." Both founders credit their university experience not only with providing the fundamentals but also with fostering the innovation and adaptability that define HelloBello today.
The launch of HelloBello – High standards for freshness and quality
The decision to establish HelloBello came after Wolfgang and Patrick recognised the growing demand among dog owners for higher-quality, healthier pet food. "We saw that many people were willing to invest more in their dogs’ health, but they often lacked the time to cook fresh meals themselves," Patrick recalls. They identified this gap and filled it with HelloBello.
However, the road to success was not without challenges. "Producing fresh food in a scalable yet high-quality way was far more complex than we initially thought," admits Wolfgang. Patrick adds: “We adjusted the production processes countless times before achieving the optimal product. Our high standards for quality and freshness made implementation particularly demanding.”
Dogs as family members: A growing trend
HelloBello’s founders benefit from a rising trend: Dogs are increasingly being treated as full-fledged family members, and their health is a top priority for many owners. "People care for their dogs’ nutrition as they would for their children," Patrick explains. "And that’s where HelloBello comes in: we offer healthy, freshly cooked meals tailored to each individual dog."
Technology and vision: The online food advisor
With HelloBello, Wolfgang and Patrick have taken canine nutrition to the next level. By combining technological innovation – such as an online food advisor – with a clear vision for healthy pet nutrition, they’ve developed a business model that is both innovative and future-proof. "Our goal is for every dog owner to see the difference and choose healthier food for their pets," Patrick summarises. HelloBello now employs 20 staff members and has cooked over two million fresh meals to date.
From university to the top of the business world
The story of Wolfgang and Patrick illustrates how academic knowledge, combined with practical experience and a strong sense of teamwork, can pave the way to entrepreneurial success. Both founders were able to apply the skills they gained at IMC Krems directly to the creation of HelloBello. They have built a strong brand that not only revolutionises the dog food market but also puts animal welfare at its core.
Today, HelloBello is more than just a company – it’s a movement offering dogs and their owners a better future. With their passion and entrepreneurial savvy, Wolfgang and Patrick have proven that success and responsibility can go hand in hand – for the benefit of dogs and their families.
