Pet advocate, founder and CEO of Australia’s most awarded pet care brand, Rufus & Coco, Anneke van den Broek has built a highly successful, global brand that supports pet owners and gives back to animal charities and not-for-profits.
Growing up, Anneke always knew she wanted to have a positive impact in the world. Her Dutch father taught her from a very young age that she ‘could do anything if she tried,’ and that she did. An early entrepreneur, at eight years old she was breeding and selling mice to her local pet store for 40c each.
A successful career in marketing and management followed and at 23, she was single-handedly running 300 David Jones fashion shows across Australia each year. She went on to become the Marketing Director for Blackmores and held senior positions at Apparel Group and Bonds. During these years in corporate, she went back to study to complete an MBA, knowing that ultimately, she wanted to start her own business.
Anneke grew up in a house where if you didn’t get to the couch first the dog would take your spot and quickly recognised the growing trend of people treating their pets as part of the family. Having owned more than 40 pets in her life, when the opportunity presented itself to launch a business, she chose an industry she knew she could remain passionate about for years to come.
In 2008, pregnant with her first child, she launched Rufus & Coco, a ‘best of breed’ pet care brand offering fashionable, affordable, natural and quality pet care products unlike anything that was available at the time.
With great passion and persistence, she has taken Rufus & Coco from a startup to the largest privately-owned pet business in the pet accessories category selling into grocery in Australia. Having just celebrated their 12th anniversary, Rufus & Coco are Australia’s most awarded pet care brand, receiving seven business awards for innovation. Rufus & Coco also partners with the Australian Pet Welfare Foundation and strongly supports their mission towards zero euthanasia of pets in shelters by donating a percentage of all sales within their I Give A Wag toy range, as well as being strong advocates for the right for pets in rental and tenanted properties.
Running a ‘Women of EO’ (The Sydney faction of the global Entrepreneur’s Organisation) forum, she is also passionate about giving back and mentors four high growth startups, helping them to build their own multi-million-dollar businesses.
Visit https://rufusandcoco.com.au/
Nominee’s three achievements
1/ Rufus & Coco have just celebrated their 12th birthday, which is a huge personal and professional milestone for Anneke. Through Anneke’s leadership Rufus & Coco have elevated their vision from Australasian Pet Care Brand to being global, becoming in that short time a formidable player in the Pet industry – including being represented in the two largest national grocery chains in Australia. Rufus & Coco is now a trusted household brand, available in nine countries, selling an average of 4,300 products per day. It is currently the no.1 Australian brand in the pet accessories grocery category.
2/ Anneke has been recognised as one of Australia’s 50 most influential women entrepreneurs by Rare Birds, is the recipient of the 2012 Anita Prabhu Women in Business Award, was inducted into the Business Woman’s Hall of Fame in 2016 and eariler this year was awarded the 2020 NSW Business Women of the Year Award by Women NSW.
3/ Anneke consistently uses her public voice to advocate for pet welfare and animal rights. Due to her continued passion and support, along with partners Australian Pet Welfare Foundation, she has contributed to the saving of over 30,000 dogs lives. In FY20 Rufus & Coco donated $50,000 to the foundation.
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