MEET THE ADVISORY BOARD

BILL BOOKOUT

Founding Member, National Animal Supplement Council,

Bill Bookout is a founding member of the National Animal Supplement Council, serving as President and Chair of the Board of Directors of the nonprofit organization and has been in the Pet Industry for over 20 years. He is widely regarded as one of the leading experts in the supplement industry for companion animals.
 
Mr. Bookout was President of Genesis Limited, a company he founded in 1999 that provides both feed and health supplements for companion animals. In March of 2012, Genesis was acquired by Kemin Industries Inc., a privately held, family-owned company that has nearly 1500 employees and operates in more than 90 countries. He was Vice President of Global Sales at Kemin before reassuming the role of NASC President. 
 
Mr. Bookout was selected by Health Canada to serve on the Expert Advisory Committee for Veterinary Natural Health Products.  Prior to founding Genesis, he spent 15 years in the human medical device and animal health industries, including executive positions with Medex Medical, the All-Care Animal Referral Center (a specialty referral veterinary hospital) and AnaMed International, and was Director of Sales & Marketing for Marquest Medical Products.
 
Mr. Bookout received his bachelor’s degree in physical sciences from the University of Wyoming and an MBA from Pepperdine University, Presidents and Key Executive Program.

MARCOS CAETANO

Partner, Woof Gang Bakery

Marcos Caetano has extensive experience in corporate communications, marketing, corporate culture, HR and sustainability in the financial, internet and food industries. Marcos is also an entrepreneur, a columnist and a TV sports commentator.

Marcos Caetano joined Woof Gang Bakery from Brunswick in 2017, where he was a global partner. Prior to that he was Global Director of Culture, Corporate Communications and Corporate Marketing of BRF 2013-2015), Director of Corporate Communications at investment bank Itaú BBA (2010 -2013), Director of Retail Marketing at Itaú Unibanco (2009-2010), Director of People, Communications and Sustainability at Unibanco (2004 -2009), Vice-President of Marketing for Latin America at Terra Lycos (2001 - 2004) and was a founding partner of Lokau.com, a Brazilian e-commerce platform (1999 – 2001). Marcos also worked at Banco Supervielle in Buenos Aires, Grupo Icatu, Banco Nacional, BAT Group and PriceWaterhouseCoopers.

He graduated in Business Administration and Finance from the State University of Rio de Janeiro, with post-graduate degrees in Marketing from ESPM, Sustainability from Fundação Dom Cabral and an MBA in Finance from IBMEC. Prior to that, Marcos studied at the University of California – Berkeley. He also works as a columnist for Brazilian publications O Estado de São Paulo, Jornal do Brasil Piauí, Placar, Bravo and Trip and has covered five football World Cups as a sports commentator for ESPN, RedeTV and Sportv.

CANDACE D'AGNOLO

Founder, Pet Boss Nation

Candace D'Agnolo has been in the pet industry for over 16 years (retail, wholesale, doggy daycare, grooming, training, dog walking) and has successfully translated her passion for pets into multiple million-dollar businesses (including a retail store she sold to Marcus Lemonis and Bentley’s Pet Stuff). She's conquered cash flow, tackled team issues, traveled the world while her business ran like clockwork, and created a freedom lifestyle instead of working like a dog in her business. But it wasn’t always that way. She's turned obstacles into opportunities and created step by-step systems for every facet of pet businesses unique challenges. 

 

Her latest business, Pet Boss Nation, is a coaching and consulting community helping bring profits to pet businesses through inventory planning, cash flow road maps, marketing, goal setting and more via her signature program the Pet Boss Club.

 

Candace was also recently honored with the Women in the Pet Industries - 2017 Woman of the Year Award in the Entrepreneur category and a 2018 Pet Age Woman of Influence.

 

In addition to being the CEO of Dogaholics, her doggy daycare in Chicago, Candace is a business consultant, Pets+ Magazine Columnist, Conference Speaker, on the Board of Directors for both the Lakeview Chamber of Commerce and Chicago Canine Rescue, and most importantly a dog mom to Guinness, Clover and Dory. 

NANCY HASSEL

Founder & President, American Pet Professionals,

Nancy Hassel is the founder and President of American Pet Professionals, an award winning business networking, educational and multimedia organization for the pet industry since 2009.  Leading over 100 in-person educational networking events, seminars, fundraisers and online events for pet industry professionals. A Public Relations specialist for the pet industry, Nancy works with pet companies in many aspects of PR, event planning, media relations and training for pet professionals.  Nancy also co-hosts the boutique B2B trade-show, NYC Re-Tails & Sales Pet Expo, with Dana Humphrey every spring.  Also, Nancy is a speaker at various pet industry conferences, a writer for pet trade and consumer magazines, blogger, avid photographer, and was a TV producer and production coordinator for 10+ years. Nancy created a Responsible Dog Ownership program and taught over 2,500 pet parents in a 5-year period. Recently awarded the 2018 Women of Influence by Pet Age Magazine and her organization was voted Best Networking organization three years in a row by LI Press newspaper.  Nancy resides on Long Island, NY and is the proud pet parent of Cody, a rescued American Pit Bull Terrier. 

BRAD KRISER

Founder and CEO, Kriser’s Natural Pet  

In 1998, Brad Kriser was introduced to all natural pet food by a cousin in Boulder, CO. He soon saw the difference it made in his own pets, making them happier and healthier. So Brad decided to open a store dedicated to providing the best in natural pet food, treats, and supplies.

Since opening in Chicago in 2006, Kriser’s has grown and now has 45 locations spanning across Chicagoland, Southern California, Denver, Fort Collins, Houston, San Antonio, Austin, and with the acquisition of Wylie Wagg stores has moved into Washington D.C. and Virginia!

Our pets are a part of our family, and they deserve to live long, healthy, and happy lives. We offer natural pet products and services that are of the highest quality and standards, and mark these “Kriser’s Approved”.  We hire and train individuals who are pet lovers at heart, and they become our “Pack Members”. In stores, our Pack Members provide customers with exceptional pet and product education as well as outstanding customer service that you simply don’t find anywhere else.

VICKI LYNNE MORGAN

President, Califon Connection LLC, dba Animal Brands® Consulting Agency and Russmor Mentoring Group.

Vicki Lynne Morgan has a passion for mentoring entrepreneurs and small business owners on achieving their goals for sustaining growth and profitability. 

 

Engaged in the pet industry for 40 years, Vicki Lynne Morgan is the first woman to own a pet industry manufacturers’ rep agency.  A marketing and sales professional, she is credited for initiating and sustaining programs that have enabled select pet product manufacturers to achieve brand recognition and sales through independent distribution channels.  Ms. Morgan was selected and recognized as a Pet Age Woman of Influence in 2016.  She was also nominated for Pet Industry Woman of the Year sponsored by Women in the Pet Industry Network.

 

She has been a counselor and instructor for the New Jersey Small Business Development Centers since 2001 for which she writes programs and teaches professional education programs at many centers, including: William Paterson University, Raritan Valley and Bergen Community Colleges, and The College of New Jersey.  She serves on advisory boards for the Academic Marketing Department and SBDC at Raritan Valley Community College.  Ms. Morgan served on the Board of Directors of the Gateway Regional Chamber of Commerce (NJ) and is past president of their affiliate, Somerset Hills Business Network. 

 

Ms.  Morgan is President of Califon Connection LLC, dba Animal Brands® Consulting Agency and Russmor Mentoring Group.  

LINDSAY MUTSCHLER

Chief Financial Officer, Concord Pet Foods

Lindsay Mutschler is the CFO of Concord Pet Foods and Supplies, a successful chain of pet supply stores based out of Delaware.  She received her degree in Business from Cabrini, and started helping run the family company when she was 23 years old.  Together with her father and brother she has helped grow the business past their home state of Delaware and has expanded into Maryland, Pennsylvania, and New Jersey.  With the Mutschlers at the helm, Concord Pet Foods and Supplies has successfully been able to thrive despite increasing competition from both online and mass channels, and focuses on a hands-on approach to pet retail.

Lindsay has been rescued by her three wonderful lab mixes (Roxy, Bailey, and Misty) and three cats (Val, Flyer, and Ottis).  She spends much of her recreational time training and showing her horses (Mikey, Rylea, and Star).

DAVE RATNER

Owner, Dave’s Soda and Pet City and Dave’s Pet Food

Dave is a smart business owner and a genius marketer who is fighting big box corporations on their turf and winning the war.  Despite his humble retail beginning over 43 years ago in an abandoned 3-bay gas station, Dave Ratner has managed to build a powerful 7-store chain.  He sits on the Board of Directors of the  National Retail Federation alongside the CEOs of Petco, Macy's, QVC and other national chains.

SHAWNA SCHUH

President and Chief Pet Wrangler, Women in the Pet Industry (WIPIN)

Shawna has 25+ years as a business owner/entrepreneur that provides perspective and insights to help make WIPIN work. Shawna spends the time she isn’t feeding, cleaning and vacuuming pet hair working with professionals as an executive coach and facilitator. She is a Master Practitioner in Neuro Linguistic Programming (NLP) as well as holds the prestigious Certified Speaking Professional (CSP) designation from the National Speakers Association – held by less than 8 % of speakers worldwide.

She is an author, media personality and content provider who runs multiple enterprises from her 20 acres in rural Western Oregon. She shares her life with a horse, dogs, a cat, a house rabbit and mini pig as well as one confused goat.

LISA SENAFE

President and Co-Founder, Bentley’s Pet Stuff

As a child, Lisa quickly realized her parents were more likely to let her keep the stray and injured animals she always seemed to find if she just brought them home, instead of asking permission first.

 

Her career began in finance, but it didn’t take long before things went to the dogs… and cats.

 

In 2008, after losing two precious cats to illness, Lisa took a closer look at what was in the food she was feeding her pets day in and day out. “I was shocked. The ingredient lists were filled with items I couldn’t pronounce and things I certainly wouldn’t eat myself. I knew immediately that I wanted to do something about it.” says Lisa Senafe who to this day analyzes every brand of food and treats that enter her stores so that the consumer knows they can walk into Bentley’s Pet Stuff or shop online and the food promise is there.  

 

Bentley, a Belgian malinois/chow mix is the namesake of the Bentley’s Pet Stuff locations and a big inspiration along with their two cats Oregano and Spice.

 

The company expanded and Senafe’s husband, Giovanni joined her to focus on Bentley’s.

 

Growth wasn’t always easy. The couple moved eight times in nine years so they could afford to maintain the business. After opening store number eight, they were fortunate to woo investor Marcus Lemonis aka The Profit, a valued ally and mentor.

 

As the company blossomed so did her family.  Lisa and Giovanni were delighted to adopt two sons, first Sebastian, then Miles. Truly a family business, the boys now accompany mom and dad to Bentley’s stores around the country whenever possible.

 

Running a business that does good as it does well is essential to Lisa, so Bentley’s provides all full-time employees with 16 paid hours per year to volunteer with the local charity of their choosing (eight hours for part-time employees). Bentley’s has donated several thousands in monetary and in-kind donations to children’s and animal welfare organizations in the communities Bentley’s serves, and that number continues to grow every month.

 

Today, the company has expanded to 92 stores in 10 states and an e-commerce website. In 2018, it received commendation as the Best Overall Pet Retailer 2018 in the U.S. by Pet Business Magazine at the Global Pet Expo. The core values and commitment to quality remain the same as when Lisa founded Bentley’s 10 years ago.

GREG TILFORD

CEO, Animal Essentials, Inc.

Tilford is a leading force and early pioneer of the pet supplements industry. He is co-founder, formulating herbalist and CEO for Animal Essentials Inc., a company that has been producing a full range of animal supplements for over 20 years.  

A charter member of the Scientific Advisory Committee of the National Animal Supplements Council (NASC), Greg is a world renowned expert in the field of veterinary botanical medicine.  An international lecturer, he has taught courses at several veterinary medicine institutions throughout the world, including Colorado State University Teaching Hospital; the Cummings School of Veterinary Medicine at Tufts University; University of Wisconsin School of Veterinary Medicine and the nationally accredited Healing Oasis Wellness Center in Sturtevant, Wisconsin. 

In Asia, he is an honorary advisor to the Japan Animal Wellness Association, a model educational institution training international pet care professionals on the science and philosophy behind natural veterinary medicine.

Greg is the author of five books, including the acclaimed Herbs for Pets, the Natural Way to Enhance your Pet’s Life (i-5 Publications, second ed. 2009). Other books include Edible & Medicinal Plants of the West, From Earth to Herbalist, and The EcoHerbalist’s Fieldbook. He’s also published numerous articles on herbs in consumer and trade magazines.

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