The Pet Expert & Entrepreneur - The Huge Market of Pets, Money to Be Made, and Lessons to Be Learned
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The Pet Expert & Entrepreneur - The Huge Market of Pets, Money to Be Made, and Lessons to Be Learned
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There are over 400 dog breeds in the world.
So why is most pet food still made based on size?
Entrepreneur Victor Mortreu, Co-Founder of Just Russel, asked that same question, and built one of the fastest-growing pet food companies in Europe in response.
By using AI to create custom-tailored nutrition plans, Just Russel is helping pets live longer, healthier lives.
The company is now doing over $30 million in annual revenue.
Victor is a firm believer in failing and testing cheaply. He did that a few times until co-founding Just Russel.
What changed?
His mindset, his process, and his ability to spot a rising cultural shift: pets becoming the new children.
Success is all about testing and keep trying.
In this conversation with Alberto, Victor reveals:
- How to test and validate business ideas quickly, with minimal capital
- The advantages of scaling from a smaller market like Belgium
- What most founders get wrong about building trust with modern consumers
- The entrepreneurial lessons behind turning trends into businesses
This is not just a story about pet food. It’s about timing, psychology, and building a product that actually matters.
If you’re thinking about launching something new, or pivoting something old, this is the episode you’ll want to study.
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