MPM Products Appoints Samantha Greenwood as North America President to Spearhead Cat-Centric Growth in Booming U.S. Market

NEW YORK — MPM Products, a globally recognized Certified B Corporation renowned for its high-protein, premium pet nutrition, has officially announced the appointment of Samantha Greenwood as President of its North America division.

Greenwood, an industry veteran with more than 25 years of international brand-building expertise, steps into the role following a highly successful four-year tenure as the company’s Global Chief Marketing Officer. During her time as CMO, Greenwood was a central figure in navigating MPM through a major private equity transition, which saw Partners Group acquire the company from 3i Group in 2025. Her promotion to the U.S.-based leadership position became effective in July, placing her at the helm of MPM’s most lucrative and rapidly expanding international market.

1. Main Facts

The leadership transition places one of MPM’s most proven corporate strategists at the center of its operations in the United States, which currently accounts for more than 40 percent of the company’s total global revenue.

MPM Products—an acronym for "Making Pet Food Matters"—was founded in the United Kingdom in 2002 with a distinct differentiator: an unwavering, specialized focus on cats. While the broader pet care market often divides its attention equally between canines and felines, MPM has carved out a commanding global niche through its premier portfolio of cat-focused brands, which includes Applaws, Reveal, and Encore.

Operating across more than 50 international markets with regional offices in the U.K., U.S., Australia, China, and Thailand, the company is built on a limited-ingredients philosophy. MPM products utilize high-quality cuts of poultry and fish, favoring grain-free recipes completely devoid of artificial colors, flavors, and preservatives.

As President of North America, Greenwood is tasked with scaling this philosophy across a U.S. market experiencing historic spending heights, driven by cultural shifts toward pet humanization and a surge in feline ownership among younger demographics.

2. Chronology of Leadership and Corporate Expansion

To understand the strategic significance of Greenwood’s appointment, industry analysts look back at a carefully orchestrated timeline of corporate milestones that have transformed MPM from a U.K.-centric challenger into a global pet food powerhouse:

• 2002: MPM Products is founded in the United Kingdom, establishing its foundational commitment to premium, natural, limited-ingredient cat nutrition centered around the Applaws brand.
• 2018–2021: The company builds out an international footprint, scaling distribution across Europe, Asia, and Australasia while laying the groundwork for a major North American entry.
• 2021: MPM makes its decisive operational shift into the United States, deploying a dedicated domestic team and establishing robust omnichannel distribution partnerships with e-commerce giants and specialty retailers like Chewy, Amazon, and PetSmart.
• 2022: Samantha Greenwood joins MPM Products as Global Chief Marketing Officer, bringing nearly three decades of consumer goods experience honed at multinational giants like Mondelēz International and Kraft Heinz.
• 2025: Partners Group acquires MPM Products from 3i Group in a high-profile private equity transaction. Greenwood plays a pivotal leadership role in steering the brand through the acquisition.
• July 2025: Following the successful transition, MPM promotes Greenwood to President of its North America business, tasking her with accelerating the brand’s upward trajectory in the world’s largest pet economy.

3. Supporting Data: The U.S. Pet Economy and Demographic Shifts

Greenwood inherits a North American market characterized by unprecedented financial investment and evolving consumer habits. According to data compiled by the American Pet Products Association (APPA), total pet expenditures in the United States reached a staggering $158 billion in 2025, with projections indicating an increase to $165 billion.

Additional demographic metrics from the APPA underscore the fertile ground upon which MPM is building its U.S. strategy:

• Household Penetration: A massive 95 million U.S. households (roughly 73% of the country) own at least one pet.
• Species Breakdown: Recent tracking reveals that 53% of U.S. households own dogs, while 39% own cats, establishing a vast, highly engaged baseline of feline enthusiasts.
• Revenue Impact: The United States alone now represents over 40% of MPM’s aggregate global revenues, making it the single most critical region for the company’s future valuation and market share expansion.

Beyond sheer economic volume, demographic shifts are fundamentally altering what pet parents expect from brands. The legacy boom in pet ownership catalyzed by the COVID-19 pandemic has created a demographic wave.

"There is a growing cohort of cats who are entering their ‘senior’ phase of life," Greenwood noted in a recent interview with trade publication Business Chief’s Insights. To capture this aging demographic, MPM is actively innovating under its Applaws platform, launching targeted "Healthy Ageing" product lines designed to support older felines.

Simultaneously, generational preferences are shifting. Gen Z pet owners are demonstrating a distinct statistical preference for adopting cats over dogs. Crucially, these younger consumers demand brands that align with their personal values, prioritizing health, transparency, and environmental sustainability.

4. Official Responses and Leadership Vision

Corporate leadership has expressed immense confidence in Greenwood’s ability to navigate these complex demographic currents while maintaining the brand’s uncompromising quality standards.

Julian Bambridge, Chief Executive Officer of MPM Products, praised Greenwood’s historic contributions to the company and her readiness for the U.S. helm:

"Sam has been instrumental in shaping the growth and success of our brands globally through her role as Chief Marketing Officer," Bambridge stated. "Her deep understanding of our consumers, strong connection to our brands, and proven ability to translate insight into commercial success make her uniquely qualified to lead our U.S. business."

Bambridge further emphasized the strategic weight of the American division:

"As we continue to invest in our brands, innovation, and capabilities across this strategically important market, I am confident that Sam’s leadership will drive the next phase of growth while ensuring we continue to deliver the quality and standards our consumers expect from MPM."

Greenwood’s transition from human-centric consumer goods—such as her eight-year tenure working across premium coffee and chocolate categories for Mondelēz International and Kraft Heinz in New Jersey—to the pet care sector is viewed by analysts as a natural evolution. Her background in high-end fast-moving consumer goods (FMCG) has equipped her with the branding sophistication required to capture modern pet parents.

Discussing her corporate philosophy, Greenwood highlighted the integration of MPM’s corporate mission with everyday business operations:

"We take total responsibility for the impact we have on our people, our communities, and our planet, actively working towards a positive effect on the world," Greenwood said. "Every employee has at least one business objective tied directly to an action that positively contributes to advancing our B Corp agenda."

5. Implications: Purpose-Driven Business and Product Innovation

As MPM Products looks toward the remainder of the decade, Greenwood’s leadership will be defined by two intersecting vectors: commercial innovation and uncompromising adherence to corporate social responsibility.

The B Corp Imperative

MPM’s identity is deeply rooted in its status as a Certified B Corporation—a distinction it has maintained for five consecutive years by meeting rigorous standards of social and environmental performance, accountability, and transparency.

For a company that derives its name from the ethos of Making Pet Food Matters, this certification is not merely a marketing badge; it is an operational framework. Key highlights underpinning MPM’s recent B Corp recertification include:

• The donation of more than 7.7 million meals to shelter and rescue animals since 2021.
• The rollout of a comprehensive, enterprise-wide climate action plan.
• Rigorous, continuous monitoring of ethical labor, food safety, and environmental standards across the company’s global supply chain.

Elevating the Human-Feline Bond

On the consumer-facing front, MPM recognizes a fundamental behavioral truth about feline ownership: cats can often be aloof or finicky, meaning that daily mealtime frequently serves as the primary point of emotional connection and interaction between a cat and its human companion.

To turn routine feeding into a special bonding moment, MPM’s brands—Applaws, Reveal, and Encore—offer an expansive array of choices designed to cater to every feline craving. This includes complete and balanced entrées, smooth pâtés, dry foods, high-protein complementary dishes served in natural broths, and popular lickable treats.

By combining premium, human-grade ingredient sourcing with a transparent corporate ethos, Greenwood aims to strip away the complexity of pet ownership.

"We want to make cat ownership and choosing the right food for their cat’s enjoyment and health as straightforward as possible," Greenwood concluded. "So we will continue to innovate to make sure we provide the right variety and options for them."

With Samantha Greenwood steering its North American operations, MPM Products is uniquely positioned to capitalize on the multi-billion-dollar pet care boom—proving that commercial success and a strict dedication to corporate purpose can successfully walk paw-in-paw.