Leading the Fresh Food Revolution: An Exclusive Interview with JustFoodForDogs CEO Michael Meyer

Main Facts

The landscape of the pet care industry is undergoing a profound transformation, shifting away from heavily processed kibble toward fresh, transparent, and nutritionally dense diets. At the forefront of this movement is JustFoodForDogs, a pioneer in the fresh, human-grade pet food sector. Following a strategic leadership appointment, the company is doubling down on its mission to redefine canine nutrition under the guidance of industry veteran Michael Meyer.

Meyer assumed the role of Chief Executive Officer (CEO) earlier this year, taking the reins of a brand known for its uncompromising commitment to whole-food ingredients. Bringing a wealth of experience from across the branded consumer goods and pet care landscapes, Meyer is uniquely positioned to steer JustFoodForDogs into its next era of growth. In a recent, wide-ranging interview with Pet Age, Meyer discussed his vision for the brand, the heavy hitters who shaped his career, his predictions for the future of pet wellness, and the beloved animals that keep him grounded both personally and professionally.

Chronology: A Proven Track Record in Consumer and Pet Leadership

To understand Michael Meyer’s vision for JustFoodForDogs, one must look at the trajectory of his career within the consumer packaged goods (CPG) and pet industries. Meyer is not a newcomer to scaling mission-driven brands; rather, he has spent decades working alongside some of the most visionary founders in the natural products space.

Before taking over as CEO of JustFoodForDogs, Meyer served as the Chief Executive Officer of "I and love and you," a prominent natural pet food brand based out of Boulder, Colorado. His leadership within the pet sector runs deep, having previously held pivotal leadership and board roles across multiple portfolio companies managed by L Catterton, the world’s largest global consumer-focused private equity firm.

His extensive resume includes strategic positions within major pet care enterprises such as Wellness Pet Company and Lily’s Kitchen. Furthermore, Meyer’s expertise extends beyond the pet aisle into the broader branded-consumer landscape, having contributed his leadership talents to high-profile companies including Restoration Hardware and Plum Organics.

When L Catterton and the leadership team at JustFoodForDogs sought a visionary leader capable of scaling open-kitchen concepts, direct-to-consumer (DTC) supply chains, and retail partnerships, Meyer’s name rose to the top. His appointment marks a continuation of his life’s work: elevating the standards of what we feed our companion animals.

Supporting Data & Industry Context: The Humanization of Pets

The pet industry is currently experiencing an unprecedented economic and cultural boom, largely driven by what sociologists and economists term the "humanization of pets." Dogs and cats are no longer viewed merely as property or working animals; they are firmly established as beloved family members. This cultural shift has fundamentally altered purchasing behavior, with pet parents demanding the same quality, transparency, and nutritional integrity from pet food as they do from their own groceries.

According to industry metrics, the demand for fresh and human-grade pet food has grown exponentially over the last decade. Consumers are increasingly scrutinizing ingredient labels, moving away from unnamed meat meals and artificial preservatives in favor of recognizable proteins, fresh vegetables, and whole grains.

JustFoodForDogs has capitalized on this trend by building an innovative business model. Unlike traditional pet food brands that rely on co-packers and long-shelf-life manufacturing processes, JustFoodForDogs pioneered open-to-the-public kitchens where consumers can literally watch fresh meals being prepared. Their product ecosystem addresses a wide spectrum of canine needs, categorized into:

• Everyday Core Recipes: Balanced whole-food meals designed for general canine health.
• Targeted Nutrition: Diets formulated to support specific life stages or wellness goals.
• Vet-Prescribed Support Diets: Therapeutic meals developed in collaboration with veterinarians to manage distinct medical conditions.

This multifaceted approach ensures that a dog can enjoy a fresh food lifestyle across its entire life journey, from puppyhood to its senior years.

Official Responses: Insights From the CEO

During his conversation with Pet Age, Meyer offered candid insights into what drew him to JustFoodForDogs, the mentors who shaped his career philosophy, and the essential attributes required to lead a modern consumer brand.

Attraction to the Brand

When asked what initially drew him to JustFoodForDogs, Meyer recalled his visceral first reaction to the company’s operations: "The first time I saw one of our open-to-the-public kitchens in action, I wanted to hug it! I knew immediately this was the best in the category. The ultimate expression of pet life; human grade, always fresh, and observably nutritious."

He emphasized that what truly sets the company apart is its comprehensive scope. "What I also love is that we offer fresh foods for a dog’s entire life journey, from everyday core recipes to targeted nutrition to vet-prescribed support diets."

Mentors and Industry Icons

Meyer credits his success to the extraordinary privilege of partnering with the founders of five progressively forward-thinking pet brands. He reflected on the trailblazers who built the modern natural pet category:

• Jim Scott (Wellness Pet Food): Recognized as the founder of one of the first natural pet food brands in the United States in the early 2000s. Scott famously cooked real meat, fruits, and vegetables on a stovetop for his yellow Labrador, Boomer, before commercializing the recipe one bag at a time in his family’s bakery. He is also credited with creating the iconic Wellness trademark.
• Henrietta Morrison (Lily’s Kitchen): Founded the first natural pet food brand in the UK and Europe in 2008 after her Border Terrier, Lily, developed skin issues that the mainstream industry ignored. Morrison pioneered "proper food" in the UK market, established Europe’s first certified B Corp in the pet sector, and earned a Royal Warrant of Appointment in 2019.
• The Founding Team at "I and love and you": A group of passionate individuals from a local Boulder pet store who believed natural dog and cat food belonged in grocery stores right alongside human food. They introduced a revolutionary raw freeze-dried and dehydrated offering early on with their Stir & Boom product line.
• Bobby Flay (Made by Nacho): Brought his culinary expertise to the feline world for his Maine Coon cats, Nacho, Stella, and Canelo. Flay recognized that cats had historically been overlooked regarding natural nutrition, crafting recipes focused intently on taste, texture, and hydration.
• Shawn Buckley (JustFoodForDogs): Described by Meyer as a visionary with "limitless drive and unwavering commitment to fresh, human-grade food." Buckley built the unprecedented retail kitchens and pantries across the country, alongside a comprehensive DTC supply chain, remaining entirely uncompromising on the brand’s mission.

The Anatomy of a Successful CEO

Refining his leadership philosophy, Meyer outlined three core skills he believes are mandatory for any modern chief executive to succeed:

1. Full Product Belief: "It starts with a natural belief in your offering and with that an obsessive focus on the consumer and how to make the offering better, stronger, easier or faster."
2. Team Leadership: The ability to build a team that shares the driving mission, ensuring that each member contributes essential skill sets and vital experience to the enterprise.
3. Coordinated Collaboration: Ensuring the entire organization operates as a single, cohesive brand, working respectfully and synchronously to deliver exceptional value to both retailers and consumers.

Implications: The Future of Pet Nutrition and Wellness

Looking toward the horizon, Meyer articulated a bold and optimistic vision for the future of the pet care industry. Because pets are now firmly integrated into the modern family fabric, they are no longer relegated to the proverbial doghouse.

According to Meyer, the evolution of pet nutrition will continue to mirror advancements in human health science. As researchers uncover breakthroughs in human longevity, gut biome health, periodontal care, and targeted supplementation, our four-legged family members stand to reap the exact same rewards. The integration of science-backed, fresh nutrition will increasingly become the baseline expectation for pet parents rather than a luxury alternative.

Personal Reflections: The Pets Behind the Professional

Behind the corporate strategy and executive leadership lies a genuine, lifelong passion for animals. Meyer shared fond memories of the pets that have anchored his personal life, highlighting how they taught him early lessons about love and nutrition.

His first pet journey began with Junior, a grey short-hair rescue cat who shared a tiny New York City apartment with Meyer post-college. Junior not only demonstrated the profound impact pets have on daily life, but also inadvertently taught early lessons in pet nutrition by regularly pouncing on picnic blankets to steal chicken and eggs.

Today, Meyer’s household is managed by Cola, a six-year-old black pug who serves as his steadfast pal, travel companion, and resident cuddler. Whether she is joining him on car rides, exploring neighborhood shops, or visiting pet-friendly restaurants, Cola embodies the modern companion animal lifestyle. With a penchant for variety—often enjoying fresh blueberries alongside her whole-food meals—Cola brings laughter to the household and frequently commands her own spotlight on Meyer’s Instagram page.

As Michael Meyer steers JustFoodForDogs into its next chapter, his unique blend of operational expertise, deep respect for industry pioneers, and personal devotion to animal welfare ensures that the brand will remain a dominant and trusted force in the fresh pet food movement for years to come.