Recently, we sat down with Will Lisman, the CEO of The Honest Kitchen, to discuss his transition from the better-for-you human food sector to premium pet food. Will discusses how his background in consumer packaged goods benefits him as a leader in the pet industry, provides insights into current trends, and shares advice for founders and executives aiming to expand their pet brand companies. 

The Transition from Human Food to Pet Food

ForceBrands: Tell me a little bit about the transition from human food to pet food. How has the pivot been so far?

Will Lisman: The transition has been exciting for me personally, and I’m grateful for the opportunity to lead The Honest Kitchen in its next growth chapter alongside our Founder, Lucy Postins, and our incredible team. I’ve been in the role for more than a year now, and it’s been non-stop learning and discovery. With a deep background in CPG at companies including Hershey, Amplify, and HumanCo, I was able to dive right in and hit the ground running. That said, the pet food industry has unique dynamics that are critical to understand.

One of the biggest differences is the role of pet parents and how they make purchasing decisions — it’s a much more emotional and sticky category than something like candy or popcorn!

Plus, the supply chain, quality standards, and regulatory requirements in pet food are distinct from what I’ve encountered before. From a channel perspective, E-commerce has been a game-changer in this space, playing a much larger role than in my previous experiences. Understanding the critical role of the independent pet channel and larger, national pet specialty retailers has also been crucial to navigating this exciting new landscape. Overall, it’s been a rewarding journey, and I’m looking forward to what’s next.

Trends and Growth in the Better-for-You Ingredients Pet Food Space

ForceBrands: The 2024 economy has been challenging. Has consumer demand for healthier ingredients remained resilient? With the trend of viewing pets as family members, it seems that the priority is on the quality of ingredients rather than the cost. What’s your take?

Will Lisman: 2024 had been a challenging year for the pet food industry as a whole as growth has slowed after several years of strong double-digit gains. Looking ahead, I’m optimistic that the category will bounce back in the coming year as pet parents continue to adapt to higher prices and the premiumization trend continues to propel the category higher. Interestingly, we’re seeing a “barbell effect” in the market: super-premium brands focused on health are outperforming, while budget-friendly options are also doing well. Meanwhile, mainstream brands are finding it tougher to compete.

On the premium trend specifically, pets are increasingly seen as family members. Pet parents are investing in premium products that support their pet’s health and wellness. At The Honest Kitchen, we’ve built our brand around this idea as the original human-grade pet food company, and our commitment to quality sets us apart in a cluttered and competitive category.

Further, the demographic trend provides a strong tailwind, as younger consumers are more health-conscious and informed about ingredient quality. This trend is fueling demand for premium brands like ours. 

Overall, I believe the industry is poised for growth, benefiting everyone as consumers continue to prioritize quality for their beloved pets.

Recruiting Pet Brand Talent from Adjacent Categories

ForceBrands: What advice would you give to a founder or another CEO who’s looking to build their talent bench and considering talent outside of the pet industry?

Will Lisman: I’m a bit biased, but I truly believe that bringing in talent with consumer packaged goods experience — even if it’s not directly in pet — can be a game-changer. These individuals come with a solid understanding of CPG fundamentals and a fresh perspective, which is invaluable. Their beginner’s mindset allows them to introduce innovative ideas that have proven successful in other categories. That said, it’s essential to strike a balance. Certain roles, like quality assurance, benefit from deep pet industry experience. On the other hand, positions in marketing, branding, and sales can thrive with an outsider’s viewpoint.

For example, we recently hired a new Chief Operating Officer who has extensive food CPG experience but hadn’t worked in pet before. His expertise in supply chain management has been incredibly valuable. Our CMO also came from a background in nutrition and supplements, while our CFO brings a wealth of pet industry knowledge. This mix of fresh thinking and industry expertise creates a dynamic environment, fostering innovation while keeping us grounded in what’s feasible.

Preparing for Pet Brand Leadership Transitions

ForceBrands: What advice would you give to a founder reading this who might think it’s time to pick a CEO for their brand’s next growth stage?

Will Lisman: First and foremost, get crystal clear on what you’re looking for in your new CEO and the strategic role they’ll play in the business.

The cultural fit is just as important, especially in a mission-driven company like ours. It’s essential to balance a focus on performance with a commitment to your company’s mission. As we scale, we must ensure that our impact grows while staying true to our core values.

Additionally, it’s vital for the founder and CEO to align on their operating model. If you plan to step into a different role after hiring a CEO, clearly define your responsibilities and those of the new CEO. This helps eliminate any ambiguity. I was fortunate to experience a smooth transition where our founder remained actively involved, and we had clear expectations set from the start. This clarity can make all the difference in a successful growth phase!

Future Growth Areas and Talent Needs in the Pet Sector

ForceBrands: Looking ahead over the next few years, what talent and functional areas will be pivotal for your company’s growth?

Will Lisman: Over the past year, we’ve focused heavily on brand building and strengthening our commercial team. Going forward, advancing our analytics and insights capabilities is also a top priority, which we see as a big opportunity given the pet industry is less developed in this regard compared to CPG. We plan to harness data across various functions—from consumer insights to supply chain to finance. Our goal is to lead the way in driving growth through smarter data and technology utilization. By investing in these areas, we aim to not only elevate our brand but also build avantaged capabilities across the company.

The Importance of Specialized Pet Talent Partners

ForceBrands: Why is it essential to have a talent partner who’s a consumer brand specialist like Force Brands when building out your team?

Will Lisman: Having a talent partner like ForceBrands, who truly understands the pet industry, is incredibly valuable. They know exactly what brands and hiring managers, like me, are looking for in talent. Their familiarity with the broader CPG landscape also enables them to effectively highlight how a candidate’s skills can transfer across different categories.

It’s all about engaging top talent and making a strong case for why they should choose our brand. We need partners who feel like extensions of our team, acting as ambassadors who excite potential candidates about the opportunities we offer. In today’s competitive landscape, attracting the best talent is crucial — because talent is what ultimately drives success.

High-growth Pet Brands Are Hiring

This is an exciting period of opportunity for vision-driven brands and skilled professionals in the pet industry. If you’re curious about which areas are actively expanding their teams or need help developing a talent strategy for your pet brand, reach out to us today.