Pure Pet Food, the Yorkshire-based pet nutrition brand, has announced the appointment of former Wagamama CEO Emma Woods as non-executive director, strengthening its board as the business continues to grow in the UK and Europe.
The appointment comes after three and a half years of consistent growth, in which the business has delivered significant revenue growth and achieved profitability in the UK.
Woods brings over 30 years of experience building and scaling consumer brands, having held senior leadership and board-level roles across the sector. She was previously CEO of Wagamama, where she steered the business through its acquisition by The Restaurant Group, a US joint venture and a pivot to delivery during lockdown. Earlier in her career she held senior marketing roles at Merlin Entertainments, PizzaExpress and Unilever.
She served as a non-executive director at Huel, working closely with senior leaders to help the B Corp nutrition brand build its leadership team and manufacturing capability as it scaled internationally. Woods currently chairs B Corp wellness brand Ancient + Brave, is a non-executive director of Great Portland Estates plc and Saga plc and is a trustee of Breast Cancer Now.
Her non-executive work with direct-to-consumer brands is particularly relevant as Pure Pet Food builds on its growth in the UK and Europe.
Woods said: “It’s exciting to be joining the team. I’ve followed Pure Pet Food’s progress for a while and have admired both the growth of the business and the team behind it. The pet sector is going through the same shift we’ve seen in human food, with owners treating their pets as family and paying closer attention to what goes in the bowl. As a dog owner, I understand how important excellent nutrition is, and as a proud Yorkshirewoman, with my dog Rosie already a convert, I’m looking forward to supporting the team and business.’’
Roz Cuschieri, Chief Executive Officer of Pure Pet Food, added: “We’re thrilled that Emma is joining us. Her experience of scaling direct-to-consumer brands, both in the UK and internationally, is hugely relevant as we continue to build out Pure Pet Food and introduce the brand to even more dogs and their owners. We are a people-centred business, and we’re all looking forward to working with Emma to further build our unique culture.”
Miles Hill, Non-Executive Chair of Pure Pet Food, added: “I’m delighted to welcome Emma to the board. A strong board needs people who will challenge as well as support, and Emma’s track record of scaling consumer brands, both as a CEO and Non Exec, gives us exactly the perspective we need as Pure Pet Food continues to grow. I’m looking forward to working closely with her.”
Pure Pet Food remains focused on nutritious recipes that dogs love and owners’ trust. Health, convenience and the joy of mealtimes are why the brand resonates with its customers, and with customer care at its core, the ambition is to reach many more households in the UK and internationally.
To find out more about Pure Pet Food and its products, please visit: www.purepetfood.com.
