Can pet food be allergy-friendly and planet-friendly?

This female-founded start-up is transforming how we feed our pets — with novel ingredients like insect protein and microalgae that are better for pets, people, and the planet.

The Opportunity

In North America, 25% of all meat is produced for pet food — a staggering stat with real environmental implications. At the same time, 35% of pet parents believe their dog has a food allergy, and the top culprits are traditional animal proteins. Consumers are increasingly looking for cleaner, cruelty-free options that support their pet’s health without compromising sustainability. ALT-PRO Advantage (formerly HOPE Pet Food) is at the forefront of this shift, with meat- and fish-free products already on shelves and a powerful new innovation on the way: a novel microalgae ingredient that naturally provides key nutrients pets need.

The Challenge

ALT-PRO saw a clear gap in the market: most natural, animal-free pet foods lacked essential nutrients like taurine, ARA, and EPA. While synthetic supplements exist, they’re often petroleum-derived and unsustainable — not a long-term solution. ALT-PRO’s goal is to bring to market a proprietary, nutrient-rich microalgae ingredient. But growing the company’s retail footprint and advancing a new ingredient development program at the same time required added capacity — specifically, an experienced growth leader who could unlock new markets and drive national distribution.

NPC’s Solution

NPC provided invaluable advice and connections and supported the creation of a new Director of Growth role to accelerate market expansion across the specialty pet, grocery, and veterinary sectors. This senior hire is now leading business development and sales, building retail and distribution partnerships, and ensuring that ALT-PRO’s innovative ingredient pipeline is paired with a strong go-to-market strategy. The company is now positioned to scale more rapidly while continuing to lead in science-based, natural pet food innovation.