#523 - Michael Landa on Making Olympic-Level Pet Food

Michael Landa is founder & CEO of Austin-based Nulo Pet Food, the top specialty pet food brand on the market. He chats with Trey Elling about building Nulo into what it currently is, how a swimming background helps him in business, and benefitting from the endorsements of Simone Biles, Caeleb Dressel, and other Olympians during the 2024 Paris Games. Other topics include:Starting Nulo (0:00)The pet food industry (4:48)The science (7:31)The high-quality ingredients (11:07)Michael's competitive nature (15:00)Michael's entrepreneurial spirit (18:40)Swimming helping in business (20:17)Nulo's current goals (22:34)Failure & the lesson learned (25:43)Endorsed by Olympians! (27:48)"Integrity is the new transparency" (30:19)