PetPlate, the gently cooked, vet-designed, 100% human-grade dog food brand, announced pet industry advisor and consultant, Stephanie Arnold, has been appointed as the company’s newest board member. This addition to the executive board comes at a strategic time in PetPlate’s growth and expansion into new retail channels and the development of new food products. Her experience rounds out the board’s retail skill set and will help a brand that was initially DTC supercharge its in-store growth this year.
PetPlate is a leading provider of 100% human-grade, subscription-based pet food made with high-quality, real ingredients designed specifically for a dog's complete and balanced dietary needs. On its website, the company uses a proprietary algorithmic approach to customize meal plans based on criteria specific to each individual dog profile, such as lifestyle, age, weight, and breed, combining it with collected and historical breed data. To date, PetPlate has delivered millions of vet-designed entrées, treats and supplements to dogs across the country. In 2021, PetPlate launched in independent pet stores through partnerships with Pet Supplies Plus and Independent Pet Partners. It has sold thousands of products in a number of independent pet retailers, and it continues to grow its brick-and-mortar retail presence at a near triple-digit growth rate.
As the company sets its sights on continued growth and expansion across the retail sector and with new products on the market, the company will lean on Arnold’s background as chief growth officer of Nature's Variety. PetPlate will leverage her experience growing the brand into thousands of independent pet specialty stores, Petco and PetSmart, and e-commerce with Amazon and Chewy.
“While PetPlate began as a DTC brand in 2016, both the brand and the retail industry have evolved so much,” said PetPlate Founder Renaldo Webb. “Brands understand that even with an online presence, consumers will always love physical touchpoints with brick and mortar. We understand our customers and know the path forward includes further investment into retail. Stephanie’s background and experience directly support this goal.”
Prior to her time in the premium pet industry, Arnold led the U.S. business for the global licensee of Victorinox Swiss Army Travel Gear, driving retail optimization for the brand with strategic retail partners such as Macy's, Bloomingdales, Nordstrom and REI, among other independent retailers.
Arnold’s combined expertise within the pet and retail industries will support PetPlate’s strategic growth over the next few years, as the company positions itself to serve more customers and their dogs fresh-cooked entrées, supplements, and treats through additional sales channels.
“Working with both larger brands and smaller startups to develop a retail growth strategy has been my main area of expertise for the past few decades,” said Arnold. “I’ve connected with both Renaldo and CEO Gertrude Allen in the past and I’m thrilled to be joining their diverse board of directors as we help propel PetPlate and the industry forward.”
Arnold joins the brand in time for its first significant appearance at Global Pet Expo 2023 in Orlando. The brand will be holding two events at Global Pet Expo at booth #3872, one on Wednesday, March 22nd highlighting black-founded businesses in the pet industry and another on Thursday, March 23rd, pairing beer and wine with its human-grade gently-cooked food.