Mid America Pet Food (MAPF), the parent business of premium pet nutrition brands including VICTOR Super Premium Pet Food, has announced the appointment of Alice Flath as its new vice president of sales.
Flath has over 15 years of experience in sales leadership, with over ten of those years spent in the pet food industry. She formerly served as Senior Vice President of Sales and Marketing at Wet Noses Natural Dog Treat Company and held the job of Vice President of Sales – North America at Instinct. She holds an MBA from the Olin Business School at Washington University in St. Louis.
Flath will be directly accountable to CEO Jeff Caswell in her new position, where she will oversee MAPF’s sales team and advance the company’s plan to promote sustainable growth, boost profitability, and raise brand awareness in the cutthroat pet food industry.
“Alice’s extensive experience in pet food, combined with her proven track record in sales leadership, will be instrumental as we continue to grow our market presence,” said Caswell. “Her strategic vision and deep understanding of our industry will help us get our products into the hands of more pet parents and deliver on our mission to provide super premium pet nutrition.”
MAPF continues to make advancements in product innovation and quality, with recent launches like as VICTOR’s Bully Fuel and Sensitive Skin & Stomach formulations highlighting its continuous dedication to intentional, high-quality pet nutrition. The company’s focus on premium ingredients and transparent sourcing remains key to its brand values.
During a time of great momentum, Flath expressed excitement about joining the group. “The strength of MAPF’s brand portfolio, combined with its commitment to sourcing high-quality ingredients with high values of quality and real meat protein, presents tremendous opportunities,” she said. “I look forward to leading the sales team to advance MAPF’s sales strategy while driving results and long-term growth.”
