Pure Pet Food has appointed former Wagamama chief executive Emma Woods as a non-executive director.
Woods brings more than 30 years of experience scaling consumer brands, including a non-exec role at Huel. She currently chairs wellness brand Ancient + Brave, is a non-executive director of Great Portland Estates plc and Saga plc and previously held senior marketing roles at Merlin Entertainments, Pizza Express and Unilever.
Founded in 2012 by Daniel Eha and Mathew Cockroft, Pure Pet Food is a subscription-based pet nutrition brand that gained national attention after appearing on BBC’s Dragons’ Den. Felix Capital and Mercia Ventures are investors in the company.
Commenting on her appointment, Emma Woods said: “It’s exciting to be joining the team. I’ve followed Pure Pet Food’s progress for a while and have admired both the growth of the business and the team behind it. The pet sector is going through the same shift we’ve seen in human food, with owners treating their pets as family and paying closer attention to what goes in the bowl. I’m looking forward to supporting the team and business.’’
Roz Cuschieri, chief executive officer of Pure Pet Food, added: “We’re thrilled that Emma is joining us. Her experience of scaling direct-to-consumer brands, both in the UK and internationally, is hugely relevant as we continue to build out Pure Pet Food and introduce the brand to even more dogs and their owners. We are a people-centred business, and we’re all looking forward to working with Emma to further build our unique culture.”
