The Pet Expert & Entrepreneur - The Huge Market of Pets, Money to Be Made, and Lessons to Be Learned

There are over 400 dog breeds in the world.

So why is most pet food still made based on size?

Entrepreneur Victor Mortreu, Co-Founder of Just Russel, asked that same question, and built one of the fastest-growing pet food companies in Europe in response.

By using AI to create custom-tailored nutrition plans, Just Russel is helping pets live longer, healthier lives.

The company is now doing over $30 million in annual revenue.

Victor is a firm believer in failing and testing cheaply. He did that a few times until co-founding Just Russel.

What changed?

His mindset, his process, and his ability to spot a rising cultural shift: pets becoming the new children.

Success is all about testing and keep trying.

In this conversation with Alberto, Victor reveals:

• ​How to test and validate business ideas quickly, with minimal capital
• ​The advantages of scaling from a smaller market like Belgium
• ​What most founders get wrong about building trust with modern consumers
• ​The entrepreneurial lessons behind turning trends into businesses

This is not just a story about pet food. It’s about timing, psychology, and building a product that actually matters.

If you’re thinking about launching something new, or pivoting something old, this is the episode you’ll want to study.

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