Amy Zalneraitis never planned on entering the pet food business. She was a fashion creative director until her sister Alissa, who ran a thriving raw dog food company, passed away. Stepping in to continue production, Amy grew We Feed Raw into a leading disruptor in the $45 billion U.S. pet food market, where fresh and raw foods are the fastest-growing segment. In this episode, she shares her journey from reluctant entrepreneur to passionate advocate for better pet nutrition, discussing the current problem with dog food, challenging conventional wisdom carefully, and tips for building brand identity.