Amy Zalneraitis | Co-Founder & Chief Brand Officer of We Feed Raw
Amy Zalneraitis, co-founder and Chief Brand Officer of We Feed Raw, discusses how she translated fashion-world branding and storytelling into a fast-growing raw pet food brand—educating kibble-fed pet parents, expanding into freeze-dried raw, and using trust and transparency as the company’s core growth lever
We speak with Amy Zalneraitis, the co-founder and Chief Brand Officer of We Feed Raw.
A former fashion creative director, she brought her storytelling and branding expertise to We Feed Raw, transforming it into a standout player in the growing raw pet food space. Motivated in part by a desire to carry on her late sister’s mission, she’s now focused on educating pet parents and building a brand rooted in trust, transparency, and long-term health benefits for dogs.
You transitioned from a successful career as a creative director in the fashion industry to leading a raw pet food company after your sister Alissa's untimely passing. Can you share how this personal tragedy influenced your decision to take over We Feed Raw and how your background in fashion has informed your approach to branding and leadership in the pet food sector?
At first, stepping in felt like a duty. I was really trying to protect something my sister had built with so much love. It was also a way for my family and me to channel our grief into something meaningful. But over time, it became more than just keeping her dream alive (although of course that’s still a part of it).
I found myself connecting deeply with the mission and realizing the impact we could have. In many ways, it gave me a renewed sense of purpose.
My background is in creative strategy, specializing in writing, storytelling, and branding. Those skills helped me take what Alissa started and build it into something that stands out, not just because of the quality of our food, but because of the story we tell and the values we stand for.
We’re not just a pet food company; we’re on a mission to help dogs live healthier, better lives…for longer.
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