Making Food Waste Into Sales

NielsenIQ’s Founders Series shares stories from entrepreneurs who launched successful CPG brands and the lessons we can learn from their journeys. In this video, NielsenIQ’s Andrew Criezis talks with James Bello, co-founder of Shameless Pets, an innovative pet care brand with a focus on healthy foods and eliminating food waste.

James Bello went from working as a retail buyer for a major corporation to the co-founder of a pet care brand. Why? Because he saw all the food waste being produced and wanted to make a difference. With eliminating food waste in mind, James and his co-founder Alex Waite built Shameless Pets from the ground up. Today, Shameless Pets provides multiple, healthy pet product lines made from upcycled, unwanted human food.

Learn how Shameless Pets used velocity data to highlight its brand story and product value to achieve incremental growth.