Smalls

In 2017, Veronica del Rosario and her co-founder Matt Michaelson started with a simple, high-stakes mission in a tiny NYC kitchen: to stop feeding cats "mystery meat." Today, Smalls has transformed from a home-cooked experiment into a full-scale movement, redefining what it means to care for a cat in the modern world. As Co-founder and Chief Brand Officer, Veronica has been the visionary behind a brand that refuses to compromise on quality, whether it's in the bowl or the home. Smalls is built on the belief that cats deserve human-grade nutrition and humans deserve a home that reflects their style. From high-protein, fresh meals developed with animal nutritionists to ergonomically designed accessories, Veronica is proving that pet care can be both intentional and beautiful. In this episode, she shares how they scaled a "fresh-first" philosophy and why they are expanding beyond the plate to enhance the shared spaces between cats and their people. Inside the Episode: The science and strategy behind creating high-protein, complete, and balanced meals that ditch the fillers for ingredients you can actually recognize. How to cultivate a loyal community of cat lovers by leading with style, intention, and a deep understanding of the modern feline ritual. Veronica's perspective on how the pet industry is shifting toward longevity and higher standards for our "roommates." Shop here! This podcast episode was made possible by Glimpse — the AI-powered deduction management tool helping CPG brands recover lost revenue from invalid retail deductions. With in-house experts and custom-built AI, Glimpse saves founders time, money, and countless hours so they can focus on scaling. Try it free for 30 days at tryglimpse.com/trial.