Joyride Dogs crossed $300,000 in rescue donations with a customer base over one millioneTailPet survey finds 60% of independents added foot traffic with in-store servicesWuffes rebuilt its brand identity after landing 4,000 retail doors and serving 1.3 million dogsMPM Products promotes Samantha Greenwood to North America presidentRosewood launches nine-SKU Mr Men dog toy line ahead of 2028 feature filmSkiptown signs five-unit franchise deal covering greater AustinPet Food Experts adds Finfare seafood line to national distribution rosterJollyes opened its first store inside an Asda supermarket in SheffieldJoyride Dogs crossed $300,000 in rescue donations with a customer base over one millioneTailPet survey finds 60% of independents added foot traffic with in-store servicesWuffes rebuilt its brand identity after landing 4,000 retail doors and serving 1.3 million dogsMPM Products promotes Samantha Greenwood to North America presidentRosewood launches nine-SKU Mr Men dog toy line ahead of 2028 feature filmSkiptown signs five-unit franchise deal covering greater AustinPet Food Experts adds Finfare seafood line to national distribution rosterJollyes opened its first store inside an Asda supermarket in Sheffield
On the ShelfBy The PetRetailNews Desk3 min readOctober 6, 2026
MPM Products promotes Samantha Greenwood to North America president
Greenwood spent four years as global chief marketing officer and helped steer the company through a private equity sale to Partners Group before taking the U.S.-based role in July.
MPM Products, the B Corp behind Applaws, Reveal, and Encore cat food brands, promoted Samantha Greenwood to president of its North America business in July. Greenwood spent the previous four years as MPM's global chief marketing officer and helped guide the company through its sale to Partners Group from 3i Group in 2025.
The U.S. market now represents over 40 percent of MPM's total revenue, the company said. MPM established a U.S. team in 2021 and expanded its presence through Chewy, Amazon, PetSmart, plus a range of omnichannel, e-commerce, and specialty retail partners.
The timing and what it signals
MPM made the appointment after Greenwood demonstrated she could turn consumer insight into commercial results, CEO Julian Bambridge said. She brings more than 25 years of experience building international brands, including eight years in the New Jersey area working on premium coffee and chocolate at Mondelēz International and Kraft Heinz before joining MPM in 2022.
The promotion arrives as the U.S. pet market continues its climb. Spending on pets in the U.S. reached $158 billion in 2025 and is forecast to hit $165 billion this year, the American Pet Products Association reported. The APPA's latest data shows 53 percent of U.S. households own dogs and 39 percent own cats, with 95 million households keeping at least one pet.
MPM operates a global portfolio of premium cat food brands across more than 50 markets, maintaining offices in the U.K. U.S. Australia, China, and Thailand. The company has maintained B Corp certification for five consecutive years.
The cat-only focus and where it's headed
MPM concentrates solely on feline nutrition. The company produces limited-ingredient recipes featuring premium poultry or fish cuts, grain-free formulas, and no artificial colors, flavors, or preservatives. The product line spans complete and balanced entrées, patés, dry food, complementary dishes with high-quality proteins in broth, and lickable treats.
Greenwood told trade publication Business Chief's Insights that the surge in pet ownership during the Covid pandemic has created a wave of cats now reaching their senior years. MPM is developing its Applaws "Healthy Ageing" platform to introduce products that help older cats thrive.
She also highlighted Gen Z pet owners gravitating toward cats instead of dogs while seeking healthy, sustainable brands aligned with their principles. "We want to make cat ownership and choosing the right food for their cat's enjoyment and health as straightforward as possible," Greenwood said.
Promoting from within after a private equity sale usually means continuity, not a reset. Greenwood already knows the brands, the distribution footprint, and the margin structure. The risk for specialty retailers: a CMO moving to president often means the next phase tilts toward national accounts and away from the independent channel, because that's where the volume works fastest when a new PE owner wants growth.
The senior cat platform and the Gen Z positioning are both real opportunities, but they're also the same opportunities every premium cat brand is chasing right now. A buyer needs to know whether MPM will support the shelf with enough velocity data and promotional dollars to hold space in a category where private label is climbing and shelf resets are tighter than they were two years ago.
We'd watch for changes in the rep structure or the program terms over the next six months. A new president inherits the P&L, and the P&L often inherits a margin problem the previous leadership couldn't solve. If MPM starts rationalizing SKUs or renegotiating terms, that will be a sign of where the pressure is.
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