Episode 16: How might a company in the human CPG space branch out into the pet food world?

August 30, 2022
Sound Cloud Cover Art 800x800 Matt Mc Dermott

Harvey Agency President Matt McDermott and I spoke about the similarities and differences between the human consumer packaged goods space and the pet food space, how one influences the other, and how a company in the human food space might succeed in adding pet to their portfolio. Tune in for a deep dive into all the CPG-to-pet-food business strategy insights!

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Pet Food Company Profiles
Raised Right: A premium pet food company grown from family roots
This human-grade, gently cooked pet food business has top quality and customer satisfaction in mind every step of the way.
Raised Right is truly a family affair dedicated to feeding pets the best food possible. Pictured: Braeden Ruud (co-Founder/CEO), Camila and Ava Ruud (Braeden's wife and daughter), Mary Ann Ruud (co-founder/chief nutrition officer) and Larry Ruud (co-founder /CFO)
Adventures in Pet Food
Pet food sustainability starts with ingredient carbon footprint data
Ingredients comprise the largest share of pet food companies’ carbon footprints, yet data on them can be difficult to find. New databases promise to help soon.
Pet Food Ingredient Database
Petfood Forum News
What is the state of US pet food ingredient approvals?
A closing panel discussion at Petfood Forum 2025 will tackle this issue with key industry players answering your questions.
The expiration of a key AAFCO-FDA agreement on Oct. 1, 2024, eliminated a major regulatory pathway for pet food ingredient approvals, which could impact innovation in the industry.
Ingredient Issues
Quality is…?
Various business strategies may give ‘quality’ different meanings, but it should be a bedrock of every company.
Quality should be part of every business strategy and is, in fact, core to a company’s success, no matter what form it takes.
Pet Food Ingredients
Sustainability, pet health and wellness key topics for novel proteins
As the options for novel proteins expand, pet owners are looking for them to do more.
Novel proteins continue to expand in availability as science-backed solutions become more prominent and pet owners become more educated on their existence and what they can provide.
Avian Influenza
24 avian influenza cases in cats detected in February 2025
In February, federal officials confirmed cases of bird flu affecting domestic cats in Washington, New Jersey, Colorado, California, Kansas, New Mexico, Montana and South Dakota.
Dall·e 2025 03 20 06 08 16 A Landscape Oriented Illustration Showing A Stylized Map Of The United States With Flocks Of Migratory Birds Flying Overhead The Birds Should Appear
Pet Obesity
Obesity continues to be a problem for pets
Global pet obesity in mature pet ownership markets continues to grow as a top challenge to overall pet health.
Dogs and cats are bearing the brunt of the pet obesity epidemic, with numbers going up in spite of significant options in the pet food space to help mitigate the issue.
Safety & Quality
Navigating pet nutrition myths in the social media age
Misinformation spreads quickly online — pet food professionals must step up to educate consumers.
Pet owners need to research to ensure their decisions are based on science and appropriate for their specific pet before making nutritional decisions.
Pet Food Market
Russian pet food market braces for new price hike
Russian pet food prices continue to climb in 2025, with premium and super premium products seeing the steepest increases due to import restrictions, labeling requirements and taxation.
A new excise duty on dry pet food could help fuel a price increase in the Russian pet food market.
Pet Food Recalls
Savage Cat Food recalled for avian influenza risk
In February, Savage Pet was made aware of one cat in Colorado who contracted H5N1, got sick and recovered.
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Petfood Forum News
High-moisture extrusion unlocks new possibilities for wet pet food innovation
During Petfood Forum next month, Jenni Harrington with Bühler Group will explore how this advanced processing technology can enhance texture, nutrition and sustainability.
With its ability to improve texture, optimize ingredient use, and expand raw material options, high-moisture extrusion is set to play a crucial role in shaping the future of wet pet food manufacturing.
Pet Food Insights
A greener future for pets
The popularity of plant-based pet foods continues to grow, even while customers also have questions.
Those in the plant-based pet food space must ensure that their formulations are nutritionally complete for pets and appealing to pet owners.
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