About
I’m a pet person.
Since my childhood, dogs and cats have played a central role in my life, and my passion for these wonderful animals ultimately led me to my profession. When, during a certain phase of my life, I couldn't have a dog myself, I volunteered as a dog walker at the animal shelter. My two cats were not always thrilled by the shelter visitors.
My first own dog was a Rhodesian Ridgeback, who provided me with many valuable experiences and unforgettable moments. The time with him deepened my passion for dogs and inspired me to pursue a career in the pet business.
Today, I live in Bavaria with my wife, our child, and our German Shorthaired Pointer, Lucy. The love and understanding for our four-legged friends that I have developed since my childhood have fulfilled me both personally and professionally.
I’m an industry professional.
With 23 years of experience in the pet business, I bring extensive expertise and passion for the pet food industry. My professional career includes significant positions at renowned brand manufacturers as well as with the market leader in online pet food retail.
During my time at major brand manufacturers, including Royal Canin, Terra Canis, and Nestlé Purina Pet Care, I gained valuable insights into the development and marketing of pet food products. On the retail side, with the leading online retailer for pet food, I experienced firsthand the challenges and opportunities of e-commerce and developed tailored solutions that meet both customer and market demands.
This diverse experience has provided me with a solid understanding of the entire value chain, from product idea to final product. Thanks to my extensive network and expertise, I support you in successfully realizing and bringing your product ideas to market.
I look forward to using my expertise and commitment to promote the well-being and quality of life of our four-legged friends together with you.
„With the right concept, every private label pet food can compete with the best in all dimensions: attractiveness, profitability and – most importantly – respectful recipes for our beloved dogs and cats.“
– Sebastian Hetmann, Founder