Wellness Pet Company, a stalwart in the premium pet food industry with a heritage spanning a century, has announced a significant addition to its executive leadership team. Kevin Penwell, a seasoned leader with more than two decades of experience in consumer packaged goods, has been appointed as Chief Customer Officer, effective January 2026. This newly created role signals the company’s intent to strengthen its North American sales operations and deepen its partnerships with retail customers, all while setting the stage for sustainable and profitable growth across both established and emerging channels.
According to both citybiz and Petfood Industry, Penwell’s appointment marks a strategic step for Wellness Pet Company as it seeks to accelerate its next phase of growth. As Chief Customer Officer, Penwell will oversee the company’s North America sales function across all categories and channels. This includes leading sales and customer strategy, sales execution, sales planning and operations, category management, and customer penetration. In short, he’s tasked with ensuring that Wellness Pet Company not only maintains its legacy but also adapts to the rapidly evolving landscape of pet nutrition and retail.
Penwell’s pedigree in the world of consumer goods is nothing short of impressive. Most recently, he served as Senior Vice President of North American Sales and Go-to-Market at McCain Foods. There, he was responsible for all North American selling units and channels, spanning foodservice, quick service restaurants, and retail. His portfolio covered a vast array of responsibilities, from overseeing complex sales strategies to managing relationships with some of the continent’s largest food retailers and service providers.
But Penwell’s expertise doesn’t end with McCain Foods. He previously held several senior leadership roles at Ocean Spray Cranberries, Inc., where he served as Senior Vice President of Sales and Sales Strategy. His experience also includes a stint as Director of Category Development at Energizer Personal Care, various sales and marketing leadership roles at The Gillette Company, and work in global business development at Procter & Gamble. This breadth of experience gives Penwell a unique perspective on both the operational and strategic aspects of large-scale consumer goods organizations—a perspective that Wellness Pet Company is clearly eager to leverage.
Reed Howlett, CEO of Wellness Pet Company, expressed strong confidence in Penwell’s capabilities. “Kevin is a proven customer-centric leader with deep expertise in sales strategy, revenue management, and category leadership,” Howlett said, as reported by citybiz. “His experience leading complex organizations and creating positive partnerships with customers makes him exceptionally well-suited to help Wellness Pet accelerate its next phase of growth.”
For Penwell, the move to Wellness Pet Company represents more than just a career milestone—it’s a chance to align his professional expertise with his personal passions. “I’m excited to join Wellness Pet Company and contribute to a mission that aligns so closely with my passion for health, wellness, and purpose-driven growth,” Penwell stated, as quoted by both citybiz and Petfood Industry. “The pet food category represents a tremendous opportunity to create value for pet parents and pet retailers, and I look forward to partnering with the team to build the next chapter of growth.”
Wellness Pet Company, founded on a commitment to premium nutrition, has spent the past century crafting healthy pet food, treat, and topper recipes, as well as daily supplements. The company prides itself on carefully sourcing and thoughtfully preparing its products, never taking shortcuts when it comes to quality. Its mission, as articulated by company representatives, is to “fulfill a shared life of wellbeing between pets and the next generation of pet parents with a foundation of premium nutrition.” This focus on doing things “the right way, never the easy way” has earned Wellness Pet Company a loyal following among pet owners and retailers alike.
As Chief Customer Officer, Penwell will be responsible for translating this mission into tangible results on the ground. That means not only driving sales and expanding the company’s reach, but also ensuring that Wellness Pet Company’s values are reflected in every customer interaction and partnership. The company’s emphasis on category management and customer penetration suggests a strategy that’s as much about deepening relationships as it is about finding new ones.
Penwell’s educational background further underscores his credentials. He earned both his bachelor’s and master’s degrees from Boston College—a testament to his commitment to continuous learning and professional development. On a more personal note, Penwell resides in Duxbury, Massachusetts, with his wife, four children, and their Cavapoo, Riggs. It’s a detail that, while small, speaks to his connection to the very community of pet owners that Wellness Pet Company serves.
Industry observers are watching Penwell’s appointment with considerable interest. With the North American pet food market continuing to grow—driven by trends in pet humanization, premiumization, and a focus on health and wellness—having a leader with Penwell’s experience could be a game-changer for Wellness Pet Company. The company’s 100-year legacy provides a strong foundation, but as competition intensifies and consumer preferences evolve, the ability to innovate and adapt will be crucial.
According to Petfood Industry, Wellness Pet Company is consistently ranked among the top pet food companies in North America, a position it has maintained through its steadfast commitment to quality and customer satisfaction. The addition of Penwell to the executive team is seen as a move to not only consolidate this position but also to push the company into new areas of growth and customer engagement.
The timing of this leadership change is noteworthy. As pet ownership continues to rise and consumers become more discerning about what they feed their pets, companies like Wellness Pet are under increasing pressure to deliver on both quality and value. Penwell’s track record—spanning sales strategy, category leadership, and revenue management—suggests he is well-equipped to navigate these challenges. His experience with large, complex organizations means he understands the importance of agility and customer focus in a rapidly changing market.
For retailers and pet parents alike, Penwell’s arrival at Wellness Pet Company could mean even greater access to high-quality products and a renewed emphasis on customer service. His stated commitment to “purpose-driven growth” aligns with broader industry trends, where consumers are looking for brands that share their values and contribute positively to their communities.
As the company looks to the future, all eyes will be on how Penwell and the Wellness Pet team translate their ambitious vision into action. With a blend of tradition and innovation, and a new leader at the sales helm, Wellness Pet Company appears poised for an exciting new chapter—one that promises to benefit pets, their owners, and the broader pet care industry.
With a century of experience and a fresh perspective at the top, Wellness Pet Company is making it clear: the future of pet nutrition is in good hands.
