In this episode of Rooted Tales, host Jeffrey Mendelson sits down with Bruce Truman, a seasoned pet tech executive and advisor to Fear Free, to explore how animal health startups can scale smarter. From his roots on an Illinois pig farm to advising startups and industry leaders, Bruce shares how his career in veterinary innovation began with a chance encounter—and evolved into a 20+ year journey supporting pet wellness through business strategy and innovation.

Together, they unpack the power of strategic partnerships, thought leadership, and influencer alignment in the veterinary space. Bruce also offers tailored insights for brands like Rooted Owl, emphasizing the importance of science-backed data, wearable tech, and storytelling in bringing new products to market.

Plus, Bruce highlights his advisory work with Fear Free, a movement transforming how pets experience care by reducing fear, anxiety, and stress in veterinary environments. The episode wraps with a candid conversation about Jazz Fest, CBD for anxiety in pets, and a shared vision for healthier, happier animals through innovation and compassion.

Key Lessons Covered in This Episode:

From Farm Boy to Pet Tech Visionary:

Bruce shares how his humble Midwest beginnings gave him a deep respect for animals—and how a chance encounter launched his decades-long career in veterinary business consulting.

How Startups Can Scale Smarter:

The keys to success? Channel strategy, product-market fit, and the right mix of influencer and thought leadership—not just flashy marketing.

The Science Behind the Story:

Bruce explains why brands must back up wellness claims with real veterinary data—and how Rooted Owl is already making an impact with its joint and CBD formulations.

Fear Free and the Future of Pet Care:

As an advisor to Fear Free, Bruce offers an insider look at how reducing fear, anxiety, and stress in vet settings is reshaping clinical standards.

From Jazz Fest to Joint Support:

Bruce and Jeffrey bond over shared passions—from live music to holistic health—and discuss how Rooted Owl is helping real pets live with less pain and more joy.

Collaboration Over Competition:

Bruce shares why innovation in animal health requires cooperation across brands, educators, and tech partners—and how he's championing those bridges.

Key Takeaways:

✅ Pet wellness must be backed by both science and compassion

✅ Not all influencers are created equal—vets and experts matter

✅ Fear Free principles are the future of ethical, effective pet care

✅ Wearables, CBD, and joint supplements are shaping a new frontier

✅ Collaboration across disciplines drives real change for animals

Listen Now:

If you’re building in pet tech—or just want to understand how veterinary innovation really works this episode is packed with wisdom, warmth, and insight. Bruce Truman brings clarity, strategy, and heart to the pet wellness space.

Spotify | Apple Podcasts

Connect with Bruce Truman:

• Bruce L.’s Profile: linkedin.com/in/bruce-l-truman-mba-pet-industry-expert
• Website: bltconsulting.com/ (Company)