Michael Landa is founder & CEO of Austin-based Nulo Pet Food, the top specialty pet food brand on the market. He chats with Trey Elling about building Nulo into what it currently is, how a swimming background helps him in business, and benefitting from the endorsements of Simone Biles, Caeleb Dressel, and other Olympians during the 2024 Paris Games. Other topics include:

• Starting Nulo (0:00)

• The pet food industry (4:48)
• The science (7:31)
• The high-quality ingredients (11:07)
• Michael's competitive nature (15:00)
• Michael's entrepreneurial spirit (18:40)
• Swimming helping in business (20:17)
• Nulo's current goals (22:34)
• Failure & the lesson learned (25:43)
• Endorsed by Olympians! (27:48)
• "Integrity is the new transparency" (30:19)