Archway positions for AI-powered growth

After winning a $25,000 Lenovo grant, the insect-based treat company plans to leverage artificial intelligence for customer service, retail education and content marketing.

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Archway, an emerging pet food brand specializing in insect-based and invasive fish protein treats, has been selected as a recipient of Lenovo's Evolve Small grant program. The initiative provides $25,000 in funding plus AI-powered technology and mentorship to support diverse-owned small businesses, particularly those owned by minorities and women.

The grant positions Archway to bring technological innovation in-house, with plans to implement AI-powered solutions for customer service, retail partner education and content marketing as the company prepares for significant growth.

Adam Mutschler, co-founder and chief strategy officer at Archway.Adam Mutschler, co-founder and chief strategy officer at Archway.ArchwayArchway's journey began in 2022 in Chicago when co-founders Gabriel Huertas del Pino and Adam Mutschler were fostering a dog with severe food sensitivities and discovered insect protein as a hypoallergenic solution. The experience sparked the creation of a brand focused on sustainable, nutrient-rich alternatives to traditional livestock-based pet foods, said Mutschler, chief strategy officer at Archway.

"Archway is constantly on the hunt for nutrient-dense and allergen-friendly proteins that are also incredibly sustainable," said Mutschler. "We've achieved that with our insect-based products and are excited about how our invasive fish products match these priorities as well."

AI-powered growth strategy

Archway is positioning itself at the forefront of technological integration, said Mutschler. The company currently uses AI tools for content creation, contract templates and research, but plans to expand into more sophisticated applications.

"While AI isn't yet widely adopted in the CPG or pet food space, we see it as an opportunity to lead with intentional, targeted use," Mutschler explained. "Looking ahead, we're exploring AI-powered chatbots and sentiment analysis to enhance customer service and streamline support."

For retail partners, the company is developing AI-driven educational tools including custom microlearning modules and smart FAQs to simplify how retailers understand and communicate the brand story.

"Our goal isn't to automate for the sake of it, but to free up human creativity and connection," Mutschler said. "With support from Lenovo's Evolve Small initiative, we're leveraging AI and tech innovation to scale smarter, stay agile, and deepen our impact across the pet care ecosystem."

Sustainable protein portfolio expansion

Archway's product line features crickets and invasive fish species as climate-friendly protein sources. The company noted cricket flour provides protein, fiber, calcium and omega fatty acids while requiring 99% less water per pound compared to beef production.

The company's silver carp products address environmental concerns while delivering nutritional benefits. "As a top feeding fish, they're clean and safe for pets and it's a major priority to remove them from the riverways in the Midwest as they're crowding out native species," Mutschler noted.

Despite the established success of insect-based protein in European pet food markets, North American adoption has been slower than anticipated. Archway is adapting its strategy accordingly.

"We believe in the long-term potential of the ingredient but have found adoption to be slower than expected," Mutschler said. "Currently our primary focus is our invasive fish products which accomplish our primary goal of creating highly nutritious allergen-friendly products for our pets that are also very sustainable."

The company plans to launch its silver carp protein dog food in summer 2025, followed by an insect-based protein dog food in late 2025 or early 2026. Additional invasive species proteins are also in development.

"We typically find a novel protein that's solving an environmental issue and dig deeper into the efficacy of the protein in a pet's diet," Mutschler explained. "We have our eyes on several other invasive species both on land and in the water that we're excited to get into the market over the next couple of years."

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