Petworking

With Global Pet Expo right around the corner, I sat down with Jessica McCarthy, Founder & CEO of Brand Energy, to talk about something that should be on every pet brand's radar: the untapped power of LinkedIn as a marketing and relationship-building platform. Jessica brings serious pet industry credibility to the conversation, having spent nearly seven years at Mars — including a five-year run leading their national customer marketing program.
In this episode, we explore:
Why 99% of LinkedIn users are "lurkers" — and why that matters more than you think
How B2B sales and marketing in pet has evolved from boots on the ground to digital relationship building
The future of independent pet specialty in a convenience-driven, at-home delivery world
Why brands questioning trade show ROI are often the ones not doing the digital work before, during, and after the show
The execution gap between knowing the LinkedIn playbook and actually running it
What Jessica covers in her forthcoming book, Marketing Magic, and her upcoming talk at Global Pet Expo
Jessica is a fractional CMO and CRO who works with pet brands and businesses of all sizes to build marketing strategies that drive real results. Her perspective on why independent pet retailers have been slow to adopt digital marketing — and what that means for the channel's future — is a must-listen for anyone in the pet industry.
About Petworking:Petworking is the podcast for pet care and animal health professionals. Hosted by Peter Kenseth, VP & Partner at Maia Strategy Group, Petworking features interviews with founders, executives, and veterinarians driving innovation across the pet industry.

Is the middle class getting priced out of pet ownership?
With headlines warning of rising pet debt and skyrocketing veterinary costs, I sat down with Lane Kent, former CEO of Independence Pet Group, to discuss the affordability crisis in pet care and the role pet insurance can play in addressing it.
Lane shares why pet insurance adoption remains stuck at 4% despite over 90% of Americans considering pets family members, what's fundamentally broken about current product designs, and why he believes we're approaching a tipping point that could see adoption reach 10% within the next decade.
We also discuss the 43% increase in veterinary costs since COVID, how employer-sponsored benefits could drive adoption, the promise of telemedicine and wearable technology, and why the current reimbursement model needs to evolve.
Key topics:→ Why buying pet insurance is like buying homeowner's insurance after a fire starts→ The structural flaw of underwriting health insurance as property & casualty→ Signs of change: major insurers entering the market→ Lane's prediction for pet insurance adoption→ The PAWS Act and tax-deductible pet expenses
About the Guest:Lane Kent is the former CEO of Independence Pet Group, one of the largest holding companies of pet insurance brands in the United States, encompassing approximately 25 brands including Pumpkin and Pets Best Insurance Services, LLC.
About Peter Kenseth & Petworking:Peter Kenseth is the host of the Petworking podcast and Vice President & Partner at Maia Strategy Group, where he leads the Pet Care & Animal Health practice. He is also the founder of the Petworking Angel Fund, which provides financial assistance to families facing economic euthanasia decisions for treatable conditions.
📌 CONNECT WITH USPetworking Newsletter: https://www.linkedin.com/newsletters/petworking-7052038911409160192
Peter Kenseth on LinkedIn: https://www.linkedin.com/in/pkenseth

From cooking fresh meals for his dog Jack in a NYC studio apartment to running a nine-figure pet food company, Russell Breuer's entrepreneurial journey is one for the books.
In this episode, the CEO & Founder of Spot & Tango joins Peter Kenseth to discuss how his company is disrupting the fresh pet food market by making minimally processed nutrition affordable and accessible. With industry giants like Hill's, Royal Canin, and Blue Buffalo all piling into the fresh food space, Russell explains how Spot & Tango carved out a unique position through their proprietary "fresh dry" process—delivering the benefits of fresh frozen at 30-40% lower cost.
We cover:
The origin story behind Spot & Tango and UnKibble
Why Russell made the contrarian decision to build his own factory
How they've maintained prices despite industry-wide inflation
The difference between freeze-dried, air-dried, and dehydrated pet food
Pup Gum: rethinking dental care for dogs
The future of personalization in pet nutrition
What it really takes to scale a startup through a pandemic
Whether you're a pet parent curious about fresh food options, an entrepreneur navigating the pet industry, or just love a good founder story, this conversation delivers.
🔗 Learn more about Spot & Tango: spotandtango.com🔗 Check out Pup Gum: pupgum.com
—
Petworking is hosted by Peter Kenseth, VP & Partner at Maia Strategy Group, covering the people, brands, and trends shaping the future of pet care and animal health.
#PetFood #FreshPetFood #Entrepreneurship #PetIndustry #DogFood #Petworking

In this episode, Peter Kenseth sits down with Jeff Mard, founder of Channel M, to discuss his unique business model in the pet industry. As someone who attends nearly every major pet conference—from SuperZoo to VMX to Pet Connect—Jeff has built a consulting practice focused on connecting brands, agencies, and service providers while also investing his expertise in exchange for equity stakes.
In this conversation, we explore:
How Channel M facilitates connections across the pet industry ecosystem
Jeff's approach to investing in innovative pet startups
The evolving landscape of pet health technology, from at-home diagnostics to smart collars
Why the pet industry remains recession-proof and ripe for innovation
What makes a pet company worth investing in

Whether you're a pet industry professional, entrepreneur, or investor, Jeff's insights on building relationships and identifying opportunities in this growing market are invaluable.

📧 Subscribe to Petworking to stay updated on the latest pet industry trends and conversations!

Rising veterinary costs are forcing families into impossible choices—and it's not just hurting pets. Veterinarians face mounting moral distress when they know they could help an animal, but financial barriers prevent proper care. This crisis contributes to the veterinary profession's alarmingly high suicide rate.
In this episode, I sit down with Heather Schmid Moore, CEO and founder of PetCentric Health, to explore an innovative solution: subscription-based veterinary care plans for independent practices.
What We Discuss:
Why 70% of families can't afford a $400 unexpected expense—and how that translates to delayed or avoided veterinary care
The problems with traditional a la carte veterinary pricing and why pet insurance alone isn't enough
How PetCentric Health's subscription model works: combining preventive care with flexible spending for sick visits and minor issues
Why subscription plans allow pet owners to access more care on day one than they've paid in—and how this benefits both families and veterinarians
The role of subscription plans alongside pet insurance, telehealth, and emergency assistance funds like the Petworking Angel Fund
Real data on how subscription models improve compliance, reduce veterinary stress, and catch health problems earlier

Key Takeaways:
The way we've paid for veterinary care for the past 50 years isn't working anymore. Pet owners want bundled, predictable pricing—not line-item bills that create sticker shock. Subscription care plans address the gap between routine wellness and major medical emergencies, covering the primary care needs that often get delayed or skipped entirely.
For veterinarians, these plans reduce the pressure to discount services, improve cash flow, and allow them to focus on medicine rather than difficult financial conversations. For pet owners, monthly subscriptions eliminate the barrier of walking in the door, encouraging the regular visits that lead to early detection and better outcomes.
About Our Guest:
Heather Schmid Moore is the CEO and founder of PetCentric Health, which currently supports nearly 40 veterinary hospitals across 10 states. Her company helps independent practices build customized subscription care plans that work for their specific client base and clinical focus.
Resources Mentioned:
Pet Centric Health: petcentrichealth.com
Petworking Angel Fund (November cocktail party launch - details coming soon)
ASPCA Poison Control (included with Pet Centric subscriptions)

About Petworking:
Petworking explores innovations in pet health, nutrition, and care through conversations with industry leaders. Recent episodes have focused on improving access to veterinary care and preventing economic euthanasia—the heartbreaking reality of pets being euthanized or surrendered solely due to cost.
Timestamps:0:00 - Introduction: Why access to care matters3:38 - The hidden crisis in veterinary medicine7:12 - Why the a la carte payment model is broken12:27 - How Pet Centric Health's subscription model works22:56 - Can you really use your subscription on day one?31:19 - Unlimited visits vs. flexible spending: what works?35:02 - Partnerships: insurance, telehealth, and poison control40:44 - Impact on economic euthanasia and veterinary burnout45:41 - Update on the Petworking Angel Fund
Subscribe to Petworking for more conversations about innovations in pet health and care.
Questions? Comments? Share your thoughts below—especially if you're a veterinarian considering subscription models or a pet owner with experience using these plans.