Amy Zalneraitis | Co-Founder & Chief Brand Officer of We Feed Raw

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.

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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?

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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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With many pet owners accustomed to traditional kibble, what strategies have you employed to educate them about the advantages of raw feeding? How do you address common misconceptions and concerns regarding raw diets for dogs?

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We’ve always led with education because raw feeding can feel intimidating if you’re new to it. We use a mix of science-backed content, customer stories, and social media to make it easy to understand. We’re not shy about addressing misconceptions, like the idea that raw is pseudoscience or not evidence-based.

We work with credible experts (vets, PhD nutritionists, and other experienced pet food professionals) to ensure our information is accurate and trustworthy.

We also highlight our strict safety measures, including High-Pressure Processing (HPP), which helps make our food safe without sacrificing nutritional integrity. But beyond safety, we focus on what really matters: the incredible health benefits our customers see in their dogs—better digestion, shinier coats, more energy, and even relief from allergies.

Our approach is always about empowering pet owners to make informed decisions.

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The fresh and raw pet food segment is rapidly growing. What trends do you foresee in the pet food industry over the next five years, and how is We Feed Raw positioning itself to stay ahead?

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I see a continued shift toward transparency and ingredient integrity, with pet owners becoming even more educated and discerning about what they feed their dogs. Health-conscious consumers want to see real, recognizable ingredients, and they’re questioning the high-carb, ultra-processed options that have dominated the market for decades.

We’re doubling down on education, ensuring our customers not only understand the benefits of raw feeding but also trust the safety and quality of our products.

Our focus on both frozen and freeze-dried raw options means we can meet people where they are, whether they want the convenience of shelf-stable or something that more closely mimics what dogs do in the wild with raw frozen.

And as the market grows, our quality and commitment to species-appropriate nutrition, backed by science, will continue to set us apart.

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What customer insights or data points have most significantly influenced recent brand or product decisions?

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Customer feedback is our north star. We’re always listening, whether it’s through direct messages, social media comments, or post-purchase surveys. We had been hearing that people loved the benefits of raw but also wanted something more convenient, so we listened, and that’s how we launched our Freeze-Dried Raw.

We also know transparency is everything, and our customers want to understand what they’re feeding their dogs, which is why we prioritize clear, honest messaging.

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You’ve been instrumental in shaping We Feed Raw’s brand, yet you chose to step into the Chief Brand Officer role rather than CEO. What led to that decision, and how does the CBO title align with your strengths and vision for the company?

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I chose the Chief Brand Officer role because it’s where my strengths are. I’m passionate about storytelling, creative strategy, and building a brand that truly connects with people. The CBO role lets me focus on that—on shaping our voice, refining our message, and making sure we stay true to our values.

It’s about knowing where I can have the most impact while letting our CEO lead on scaling and operations.

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What are the must-have tools or platforms you rely on daily, whether for marketing, logistics, customer retention, or analytics, to keep We Feed Raw running smoothly?

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We have a custom-built website for e-commerce and use Klaviyo for email marketing and customer retention. Our customer support team is powered by Gorgias, and we rely on data analytics to understand performance and customer behavior. Every tool we use is carefully chosen to help us serve our customers better and keep our operations running smoothly.

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Which marketing channels have proven to be the most effective for driving customer acquisition and education - paid ads, organic content, affiliate, retail partnerships, or something else?

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Our strongest channels are paid social and search (Meta, Google), organic social, influencer partnerships, and email marketing. We’ve built a passionate community by leaning into education, user-generated content, and partnerships with credible voices (like dog trainers and forward-thinking vets) who help us reach more pet owners and build trust.

But it’s not just about the quick wins. We’ve also focused heavily on platforms that take longer to build but deliver long-term results, like SEO, podcasts, and email. Our SEO strategy ensures that people searching for information on raw feeding or dog health can easily find us, while our podcast appearances allow us to have deeper, meaningful conversations with a highly engaged audience.

These channels can be slower to scale but are invaluable for building credibility, trust, and brand awareness over time.

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Frozen raw food comes with unique logistical challenges - limited shelf space, cold storage, and retailer hesitancy. What’s your strategy for winning freezer space, or is your focus more DTC?

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Actually, We Feed Raw is a direct-to-consumer brand, so we don’t rely on traditional retail shelf space. This allows us to control the customer experience from start to finish and ensures our product is delivered fresh, direct to their door. By staying DTC, we’re able to maintain quality control, educate our customers directly, and avoid the challenges of negotiating for freezer space.

Our strategy is to keep innovating within the DTC model, whether through frozen or freeze-dried formats, and to continue building trust and loyalty with our customers by delivering the highest quality raw nutrition without retail intermediaries.

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Earlier this year, We Feed Raw introduced its first Freeze-Dried Raw Food for Dogs. What drove the decision to expand into this category, and how does it fit into your broader product and growth strategy?

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We launched Freeze-Dried Raw because we listened to what people wanted. They love the benefits of raw feeding, but some of them wanted an easier format, something they could take on the go or store without a freezer.

Freeze-Dried Raw gives them all the nutritional benefits of raw without the hassle. It’s perfect for travel, picky eaters, or anyone who wants to make raw feeding part of their dog’s routine without worrying about storage or prep.

At the end of the day, it all ties back to our mission to help more dogs live happier, healthier lives with a biologically appropriate diet.

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