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Start Your Business Entrepreneurs

Small Business Snapshot: Nulo

Small Business Snapshot: Nulo Credit: Nulo

Our Small Business Snapshot series features photos that represent, in just one image, what the small businesses we feature are all about. Michael Landa, CEO of Nulo, explains how this image represents his business.

Being a former All-American swimmer and athlete, I know how valuable quality nutrition and a healthy lifestyle can be, not only for myself but my dog as well. I built Nulo to inspire people to think differently about pet food.

Nulo, a portmanteau for nutrition and love, approaches pet nutrition as fuel for your pet's inner athlete. One of our many athlete ambassadors, Noah Ohlsen, and his golden retriever Maximus (pictured), embody Nulo's mission to be healthier together. As a CrossFit professional, Noah is consistently early to the gym and last to leave, with Maximus always by his side. Noah understands that the right protein levels and ingredients can help his performance and has seen the difference it makes in how Max looks and feels, too.

Cats and dogs are natural athletes that are meant to run, jump, chase and play. They require rich protein and amino acids that they can only get from real meat. Alongside leading scientists and industry experts, we created Nulo's nutritional platform and grain-free recipes all with high animal-based protein, low glycemic carbohydrates and a patented probiotic. Each flavor is made with slowly-digesting ingredients like lentils, sweet potatoes and chickpeas to give pets a meal they love and the steady energy levels they need to live long, active, and happy lives.

My altruistic goal has always been to help as many dogs and cats as I can by ensuring they have a healthy decision that ends up in their bowl. The challenge, however, is changing people's perception of pet nutrition altogether.

We believe fitness and nutrition go hand and hand for both humans and pets. Once someone starts to care about fitness they begin to pay attention to nutrition too —for themselves, their family and their pets. By relating pet nutrition to their own active lifestyles, we want people to make the connection of food as fuel for their dogs and cats, who are the ultimate athletes.

Edited for brevity and clarity by Nicole Taylor.