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How Women Lead in Pet Nutrition Innovation
- Kristina Voltin
- Jun 13
- 16 min read
Women are transforming the pet nutrition industry by driving innovation, breaking barriers, and meeting the shifting demands of pet owners. Here's what you need to know:
- Diverse Leadership Boosts Growth: Companies with diverse teams see 19% higher growth. Women leaders are reshaping the industry with fresh perspectives and empathy-driven insights.
- Consumer Trends in Focus: Pet parents treat their pets like family, demanding human-grade, sustainable, and science-backed nutrition. Women are leading the charge in these areas.
- Challenges Persist: Despite progress, women face systemic barriers like funding gaps (only 2% of investment funding goes to women-led businesses) and unconscious biases in hiring and promotions.
- Mentorship and Community: Programs like Women in Petfood Leadership and mentorship initiatives are creating opportunities for women to thrive and build connections.
Women leaders are blending science, collaboration, and empathy to meet consumer needs and create innovative solutions. Their work is shaping the future of pet nutrition and driving meaningful change in the industry.
Roundtable: Women in Pet Food
Challenges Women Face in Pet Nutrition Leadership
Despite evidence that diverse leadership teams can achieve 19% higher growth [2], women in the pet nutrition industry continue to face significant hurdles. These challenges are deeply rooted in systemic issues and societal biases, making the path to leadership both complex and demanding. Understanding these obstacles sheds light on the systemic barriers and personal struggles women must navigate.
Gail Kuhlman, a retired technical fellow in research and development at Mars Petcare North America and a board member for Women in Petfood Leadership, highlights the persistent underrepresentation of women in leadership:
While women-owned businesses account for 42% of all companies in the U.S. [5], only 2% of total investment funding goes to women-led businesses [5]. This glaring funding gap adds another layer of difficulty for women striving to establish themselves as leaders in the pet nutrition sector.
Breaking Through Traditional Barriers
Women in the field often face unconscious biases that influence hiring, promotions, and funding opportunities. Vicki Wagner of Kennelmaster Foods shared her own experience with gender bias:
"In the end he confessed that he didn't think I could handle the business because I'm a 'girl.'... I do believe that unconscious biases toward women executives do exist; however, I don't see gender when doing business… I see businesspeople." [5]
A 2018 BVA study revealed that even when resumes were identical, gender bias favored men in hiring decisions and salary offers [8]. This bias extends into everyday business dealings, where women frequently find themselves working harder to gain recognition and respect.
Kelly Ison of Einstein Pets pointed out the networking challenges women face:
"I do believe as a woman, things can be harder because men have a network that as women we have yet to tap into – and so many women that have 'made it' are not willing to share like some of the male individuals I've connected with in my tenure with Einstein Pets." [5]
To succeed, women leaders often emphasize the importance of confidence, preparation, and persistence. Wagner offers straightforward advice:
"When people tell me I can't do something, my first question is, Why not? Why can't we? So be confident, have facts and run your own race. Keep looking forward." [6]
Other women, like Amber Cordero of NZ Natural Pet Food and Jennifer Neufeld of Distinctly Himalayan, advocate for creating entirely new paths rather than conforming to outdated systems. They stress the importance of forging independent routes to success.
Beyond overcoming biases, building strong networks and fostering mentorship are critical to advancing in this competitive field.
The Role of Mentorship and Community
Mentorship - or the lack thereof - remains a significant barrier to women's advancement in leadership roles. In fact, 48% of female founders report that limited access to advisors and mentors hinders their professional growth [5].
Organizations like Women in Petfood Leadership have stepped in to fill this gap. They host networking events at major industry conferences, including Petfood Forum, SuperZoo in Las Vegas, the International Production & Processing Expo (IPPE) in Atlanta, and Global Pet Expo in Orlando by 2025 [7]. These initiatives aim to connect women with the tools, training, and mentorship needed to thrive.
Gail Kuhlman underscores the importance of these communities:
"Groups like the Women in Petfood Leadership provide the leadership, training, mentorship, networking and tools needed for women as they grow and develop into our next leaders in pet food." [3]
The demand for mentorship is clear. The Women in Food & Agriculture (WFA) Mentorship Program received 3,051 applications from mentees and 1,691 offers from mentors, resulting in over 562 successful pairings [9]. This illustrates both the need for and willingness to provide mentorship within the industry.
Karen Jones, vice president of learning and partner solutions for NextUp, explains why these connections are vital:
"I believe connectivity among women to be a survival strategy in today's workplace. Regardless of how we feel about ourselves personally, there are societal perceptions about women in the workplace that may be sometimes presumptuous and unfavorable. Having each other in a connective community can help us to know that we are not alone in our challenges." [10]
Mentorship programs like Women in Petfood Leadership and WFA have proven effective in connecting emerging leaders with opportunities, funding, and role models.
Alina Smith of Pet Releaf highlights the importance of giving back through mentorship:
"My advice to women is to always challenge yourself to continue growing, and as you make those achievements in your life, mentor other women and promote their successes at the same time." [6]
Breaking through these barriers requires both individual resilience and systemic change. As Jones notes:
"Representation is a sign of what is possible for underrepresented groups. Executive levels in the pet food industry should look to sponsor women so that there is equitable advancement." [10]
Women who succeed in this field often develop financial skills, such as expertise in P&L management and financial statement analysis [10], while also building the confidence to advocate for themselves and others. Through determination, strategic networking, and community support, women are paving the way for a more inclusive future in pet nutrition leadership.
Leadership Strategies That Drive Innovation
Women leaders in pet nutrition are spearheading strategies that are reshaping the industry. Their methods revolve around in-depth scientific research and fostering diverse, collaborative teams that grasp both the health needs of pets and the expectations of consumers.
The most impactful women in this field pair empathy-driven insights with data-informed decision-making to develop products that align with market demands. This dual focus not only uncovers opportunities but ensures that their innovations are rooted in strong scientific principles. Two key strategies stand out: leveraging science to drive innovation and creating diverse teams.
Using Science to Lead Innovation
Women leaders in pet nutrition consistently emphasize science-backed approaches to meet growing consumer demands for quality and safety. This requires a sharp eye for market trends, meticulous attention to detail, effective use of resources, and collaboration across teams and stakeholders [11].
Jennifer Mitchell, Global Marketing and Innovation Manager at Hill's Pet Nutrition, highlights the role of empathy in fueling scientific breakthroughs:
"As women in innovation, we need to embrace empathy. Insights from empathy help uncover areas of opportunity and make the solutions you provide more likely to succeed." [12]
This empathetic approach has led to advancements in human-grade and freeze-dried pet food products, tapping into the rising interest in raw, fresh, and minimally processed options like freeze-dried or air-dried foods [11]. By focusing on evolving consumer preferences, women leaders are redefining the standards of pet nutrition.
For instance, Lucy Postins, founder of The Honest Kitchen, introduced the first FDA-verified human-grade pet food in 2002 [13]. Her groundbreaking work required extensive research and navigating regulatory hurdles to set new benchmarks in the industry.
Similarly, Pamela Bosco, founder of Pet King Brands Inc., brought scientific rigor to pet care with ZYMOX, an enzyme-based solution that addressed real health challenges in pets [13]. Her work combined veterinary science with practical application, offering innovative solutions to common issues.
Emerging research, such as studies on gut health and its connection to overall wellness, is opening new doors for pet nutrition [11]. Women leaders are harnessing this knowledge to create products that go beyond basic nutrition, supporting pets' overall health.
Brands like Loyal Saints exemplify this scientific approach by offering premium freeze-dried raw dog food made with human-grade, all-natural ingredients in the U.S. Their products meet AAFCO standards for balanced nutrition and are designed to promote vitality across all life stages.
Heather Mendoza, Ph.D., director of research and development at Nulo, encourages women to take bold steps in their careers:
"If you feel stagnant in your career, there's no better time than the present to take a risk." [11]
This willingness to embrace calculated risks, grounded in scientific evidence, has enabled women leaders to push boundaries and pursue transformative opportunities. Alongside their scientific rigor, their ability to build diverse teams plays a crucial role in their success.
Building Diverse Teams
Women leaders recognize the value of diverse teams in developing consumer-focused pet nutrition solutions [10]. They actively assemble groups with varied perspectives, experiences, and expertise to tackle challenges and drive innovation.
Leah Lambrakis, vice president of R&D, nutrition, and scientific affairs at Simmons Pet Food, underscores the importance of collaboration:
"Women in Petfood Leadership is essential to our industry because it creates a space for knowledge-sharing, professional development, collaboration, and continuous learning opportunities. These forums empower women not only to elevate their voices but also to contribute diverse perspectives, experiences, and ideas while collectively addressing challenges." [2]
The benefits of diverse leadership are clear: companies with at least 30% women in leadership roles are 12 times more likely to rank in the top 20% for financial performance [14]. This statistic highlights the tangible impact of diverse perspectives on both innovation and business outcomes.
Alanna McDonald of Mars Pet Nutrition North America emphasizes the importance of authenticity in leadership:
"When we show up as who we are - unafraid to use our strengths, personality and creativity - we not only perform better, but we encourage others to do the same." [1]
Authentic leadership fosters environments where creativity and originality thrive, leading to better performance and innovative results [1]. Diverse teams are well-equipped to address complex challenges, as seen in the work of Jennifer Brickley, director of product safety and quality at Instinct Pet Food. Under her leadership, her team achieved an excellent rating on their first SQF Food Safety and Quality audits in 2019 [15]. Brickley credits her success to applying food safety practices from human food processing to raw pet food safety:
"I took many of the food safety programs I used in human food ready-to-eat processing and have applied them into our raw pet food safety programs." [15]
Women leaders also understand that women drive 80% of consumer spending [13]. This insight underscores the importance of diverse teams in interpreting consumer needs and translating them into innovative products.
Collaboration extends beyond internal teams to include external partners and cross-functional coordination [11]. This holistic approach ensures that innovations meet real market needs while maintaining scientific rigor and compliance with industry standards.
How Women Leaders Respond to Industry Trends
Women leaders in pet nutrition are skillfully navigating shifts in the industry by using consumer insights and market data to shape their strategies. By combining an understanding of pet owner behavior with innovative product development, they’re addressing trends such as all-natural ingredients, freeze-dried options, and human-grade formulations.
The premium pet food market, which includes freeze-dried, raw, and fresh products, has grown twice as fast as the overall pet food market over the past decade [19]. This growth reflects a major change in how pet owners view their pets' diets, and women leaders are leading the charge in adapting to these changes.
Using Consumer Insights
Women leaders are using consumer insights to guide their decisions, recognizing that today’s pet owners are more informed and engaged than ever. For example, 46% of pet owners research products online [19], and 39% reported spending more on their pets in 2022 compared to prior years [18].
Staying closely connected to consumers allows these leaders to spot trends early. This approach has led to noteworthy innovations, like the limited-edition dog ice cream launched by Nicole Sumner, Brand Director at Ollie, in collaboration with Van Leeuwen. The product idea came directly from customer feedback and featured high-quality, whole ingredients, earning positive reviews and media attention [20].
Transparency is also a key priority. Sumner highlights Ollie’s commitment to open communication:
"We care about communicating transparently with our members about our quality standards, the rigorous safety protocols we adhere to, and tracking the real experiences that dogs have over time on our food." [20]
The data supports this focus on premium, high-quality products. For instance, raw frozen pet foods have seen 36% year-over-year growth [19], while freeze-dried options grew 62.7% year-over-year in 2015, generating $195.4 million [19]. Even kibble with freeze-dried pieces added another $112.5 million to the segment [19].
Lindsay Meyers, vice president of Quality, Nutrition and Compliance at Primal Pet Foods, acknowledges the challenge of balancing regulatory requirements with consumer demands:
"There's a balance between doing what's right from a regulatory perspective and what's right from a food safety and compliance perspective. And then combining that with what a consumer wants is a huge challenge." [16]
Women leaders are also responding to the growing trend of “humanization,” where pet owners apply their own values to their pets' diets. With a third of pet owners saying their pet is the most important thing in their life [1], and this sentiment even stronger among Gen Z and Millennials, the demand for products that mirror human food trends is rising.
E-commerce is another area where women leaders are adapting quickly. In 2022, over 30% of pet parents bought products online with direct shipping [18], and Millennials, who make up 33% of U.S. pet owners, are particularly drawn to convenience, quality, and transparency [18].
Sue McCarthy, director of strategic accounts at Vital Essentials, highlights the importance of education in responding to these trends:
"As salespeople in the industry, our responsibility goes beyond simply selling products. We play a crucial role in educating our retailers and their associates about different pet food options' unique qualities and benefits." [17]
Case Study: Loyal Saints
Women-led brands like Loyal Saints are reshaping the pet nutrition landscape by aligning product development with consumer insights. Loyal Saints, founded by Kristina, is a prime example of how women leaders are responding to market demands with thoughtful innovation.
The brand’s premium freeze-dried raw dog food directly addresses the explosive growth in the freeze-dried segment. By focusing on human-grade, all-natural ingredients, Loyal Saints taps into the humanization trend that resonates with modern pet owners.
Kristina’s strategy also reflects consumer priorities for science-backed nutrition. The brand emphasizes veterinarian-approved formulations and avoids additives or fillers, addressing the demand for transparency and clean ingredients.
Loyal Saints has also honed in on digestive health, a growing concern among pet owners. Digestive health ranks as the second biggest concern for 34% of dog and cat owners [21], and the market for products with prebiotics or probiotics has seen a 22% compound annual growth rate from 2019 to 2023 [21]. Additionally, 31% of cat owners and 30% of dog owners provide gut health supplements to their pets [22].
The brand’s focus on balanced nutrition for all life stages appeals to owners looking for comprehensive solutions. This approach aligns with the 85% of pet owners who believe proper nutrition and supplements are as important for their pets as for themselves [23].
Evelia Davis, PetSmart Vice President of Dog and Cat Consumables, sums up the mindset that Loyal Saints addresses:
"We have highly engaged and informed customers, and that requires us to be engaged and committed to understanding our pets' and pet parents' needs." [19]
Loyal Saints also positions itself in the premium market, aligning with data showing that 77% of U.S. pet owners are willing to pay more for healthier pet food options [23]. Their Made in USA manufacturing approach appeals to consumers concerned with ethical sourcing and sustainability [17].
Future Opportunities for Women in Pet Nutrition
The pet nutrition industry is opening up fresh leadership opportunities for women, with diverse teams showing 19% higher growth rates. By building on these strategies, new mentorship and leadership programs are helping to shape the next wave of leaders in the field.
Supporting the Next Generation
For women aiming to carve out a career in pet nutrition, mentorship programs and professional development initiatives are expanding rapidly. The Women in Petfood Leadership initiative, for example, has grown significantly. Beyond its presence at the Petfood Forum, it now hosts networking events at major venues like SuperZoo in Las Vegas, the International Production & Processing Expo (IPPE) in Atlanta, and the Global Pet Expo in Orlando, with plans to expand further by 2025 [2].
These programs are not just about networking - they're driving real career growth. The Women in Food & Agriculture (WFA) Mentorship Program is a prime example, offering opportunities that go beyond traditional professional connections. For aspiring leaders, developing financial skills, particularly in profit and loss (P&L) management, is crucial, as women remain underrepresented in these roles across food production [10]. Additionally, finding mentors who embody the qualities they admire and connecting with professionals from various industries can broaden leadership perspectives [8].
Take Kira Best, Vice President of Sales at Royal Canin North America, as an example. She has participated in numerous leadership programs, including the McKinsey Black Leadership Academy in 2021, Mars' Women Leading Purposefully program in 2020, and Women Leaders Influencing and Navigating the Future of Mars in 2023. Her leadership extends beyond these programs - she also co-led Royal Canin's Black Advisory Council Associate Resource Group. Her journey highlights how being actively involved in development programs can significantly accelerate career growth.
The industry is also embracing creative mentorship models. In 2023, Drools, an Indian pet food brand, introduced a mentorship program aimed at supporting emerging companies in the pet industry. Winners included Fairy Tails, FluffCrew, and Licks & Crunch [24]. These efforts complement the science-driven innovations and collaborative approaches shaping the industry.
Creating Long-Term Impact
As mentorship and networking initiatives lay the groundwork, women leaders are stepping up to create lasting change through advocacy and strategic career ownership. Kira Best offers this advice to those just starting out:
"Be authentic and be bold. Know that you are good enough and more than deserving of a seat at the table. Lastly, make decisions that align with your values. Regardless of the outcome, you will know you remained true to yourself." [25]
Lashonda Geffrard, Founder of ELEVATE, echoes this sentiment, encouraging women to take charge of their professional journeys:
"Don't wait for permission. Your voice, your perspective, your experience MATTERS! There's room for you here. Find your tribe, stay curious, and don't be afraid to take up space." [4]
The veterinary sector within pet nutrition holds particular promise. While women make up about 85% of veterinarians, they are underrepresented in leadership and academic roles [26]. This gap presents a significant opportunity for women to step into executive positions, influencing product development and shaping industry standards.
Organizations are also recognizing the need for deliberate action. Dr. Mark Lyons, president and CEO of Alltech, views mentorship as a critical investment:
"Our partnership with the Women in Food & Agriculture mentorship program is an investment not only in the lives of women, but in the future of agriculture as the industry most integral to the nourishment and vitality of our planet." [9]
The Veterinary Women in Leadership program has been proactive in fostering growth, launching structured mentoring initiatives with events like their inaugural gathering in September 2020 and the "Dare to Lead" event in April 2021 [28]. Women leaders are also working to create inclusive workplaces through intentional hiring practices and robust diversity policies. By encouraging women to pursue leadership roles and offering clear paths for advancement, they’re laying the foundation for meaningful change in the industry [27].
Advocacy remains a key focus, with women leaders championing both pet health and welfare [26]. This aligns with the growing trend of humanizing pet nutrition, positioning women as powerful advocates for both pets and the evolution of the industry.
Conclusion: Women as Leaders in Pet Nutrition
Women are reshaping the pet nutrition industry through forward-thinking leadership, breaking down long-standing barriers, and driving meaningful progress. Companies with diverse leadership teams often see greater innovation and measurable growth, with women's leadership playing a key role in these achievements.
The numbers tell the story: women now make up 67.3% of veterinarians, 86% of pet groomers, and 61.1% of dog trainers [13]. Beyond their roles as professionals, women also influence 80% of consumer spending, making them both industry leaders and primary decision-makers in the marketplace.
Trailblazing women are setting new benchmarks across the sector. Lucy Postins, for instance, founded The Honest Kitchen, the first FDA-verified human-grade pet food brand. Similarly, Anne Carlson introduced Jiminy's, a company pioneering insect protein–based dog food [13]. These leaders didn’t just enter the industry - they reimagined its possibilities.
The leadership style women bring to the table is transforming the industry's culture. By blending personal strengths, creativity, and authenticity, they foster an environment where innovation thrives. This approach resonates particularly well in a field where emotional bonds between pets and their owners play a central role in buying decisions. Women leaders understand these connections and design products that genuinely address the needs of pets and their families.
Mentorship and community-building are also driving long-term industry growth. Initiatives like Women in Petfood Leadership don’t just advance individual careers - they cultivate the next wave of leaders who will continue to challenge norms and spark new ideas. These efforts create a ripple effect of innovation that touches every corner of the industry.
Women-owned businesses, which account for 42% of U.S. companies and are growing 22% faster than those led by men, are fueling this evolution [29]. Their entrepreneurial spirit and fresh perspectives are propelling the pet nutrition industry to new heights.
With strong mentorship programs and innovative strategies in place, the future of pet nutrition is in good hands. Women leaders, with their focus on sustainability, ethical practices, and consumer needs, are steering the industry toward smarter, more responsible, and profitable solutions. By continuing to champion women in leadership roles, the pet nutrition industry can ensure its growth while meeting the ever-changing needs of today’s pet parents. Through a mix of science-driven advancements and a commitment to community, women are shaping a resilient and forward-looking future for pet nutrition.
FAQs
What challenges do women face as leaders in the pet nutrition industry, and how are they making an impact?
Women in leadership positions within the pet nutrition industry face hurdles like underrepresentation and gender bias, which can make career advancement more challenging. However, many are actively working to change the narrative by promoting mentorship programs, creating strong professional networks, and pushing for greater gender diversity across the field.
Their determination and fresh perspectives are not just breaking down barriers - they’re redefining the future of pet nutrition. By prioritizing collaboration and inclusivity, these leaders are driving progress to meet the industry’s changing needs while paving the way for future generations to thrive.
How are women leaders driving innovation in pet nutrition, and how does their work influence consumer preferences?
Women in leadership are making waves in the pet nutrition industry by leveraging scientific research to craft healthier and environmentally conscious products. They're driving innovation by focusing on transparent, high-quality, and eco-friendly solutions that meet the rising demand for improved pet care.
This progressive mindset is enhancing pets' health and vitality while fostering a more informed and health-aware consumer base. By emphasizing sustainability and advanced research, these women are redefining industry standards and encouraging meaningful change throughout the field of pet nutrition.
How does mentorship help women succeed in the pet nutrition industry, and what programs are driving this progress?
Mentorship plays a crucial role in helping women progress within the pet nutrition industry. It opens doors to professional development, strengthens leadership abilities, and helps build meaningful connections - all of which contribute to narrowing gender gaps and supporting success.
There are several initiatives designed to encourage this growth. Programs focused on mentorship, leadership workshops, and networking events offer women the tools and support they need to excel. These efforts cultivate an environment where women can hone their skills, step into leadership positions, and bring fresh ideas to the industry.
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