MPM Products Promotes Samantha Greenwood to President of North America as U.S. Cats Carry 40 Percent of Revenue

The U.K. premium cat food group put its former Global CMO in charge of the market that now drives more than 40 percent of its revenue, signaling a bigger bet on American cats.

By Good Company Editorial Desk

The News

MPM Products has named Samantha Greenwood President of its North America business, promoting the executive who served as the company's Global Chief Marketing Officer for more than four years, the company announced on October 2.

Greenwood, who was promoted into the U.S.-based leadership role in July, helped steer MPM through what the company describes as a successful private equity sale to Partners Group from 3i Group in 2025. Before joining MPM in 2022, she built a career in consumer goods at Mondelez International and Kraft Heinz, working across categories including premium coffee and chocolate, and was based in the New Jersey area for eight years. In total, she brings more than 25 years of experience in developing international brands, according to the company.

"Sam has been instrumental in shaping the growth and success of our brands globally through her role as Chief Marketing Officer," said MPM Chief Executive Officer Julian Bambridge. "Her deep understanding of our consumers, strong connection to our brands, and proven ability to translate insight into commercial success make her uniquely qualified to lead our U.S. business."

MPM, headquartered in the U.K., is a global Certified B Corporation devoted to premium cat food. Its flagship brands, Applaws, Reveal, and Encore, are built on a limited-ingredients philosophy: cat food made with premium cuts of poultry or fish, grain-free recipes, and no artificial colors, flavors, or preservatives. The company says MPM stands for "Making Pet Food Matters"; founded in 2002, it now sells in more than 50 markets, with offices in the U.K., U.S., Australia, China, and Thailand.

The promotion underscores how central the United States has become to the business. MPM made what it calls a significant shift to the U.S. in 2021, building out a team across the country and broadening its store and online footprint, with strong sales through Chewy, Amazon, and PetSmart as well as omnichannel, e-commerce, and specialty retailers. The United States now accounts for more than 40 percent of MPM revenue, the company says.

Why It Matters

The appointment is a window into where growth is expected to come from in premium pet food: cats, and specifically American cats. The United States is the largest pet food market in the world with among the highest rates of pet ownership, and the cat side of the ledger is moving faster than many executives expected. The American Pet Products Association reports that $158 billion was spent on pets in the U.S. in 2025, projected to reach $165 billion this year, with 95 million households owning at least one pet last year: 53 percent with dogs and 39 percent with cats.

For MPM, the bet is that its unwavering focus on cats sets it apart in a market where most major pet food companies split attention between dogs and cats. The company's Applaws "Healthy Ageing" platform, which develops products to help senior cats thrive, speaks to a demographic tailwind Greenwood herself has flagged: the pandemic-era boom in cat adoption created a growing cohort of cats entering their senior years, along with younger owners. Greenwood has pointed to Gen Z pet owners as disproportionately choosing cats over dogs and looking for healthy, sustainable brands that reflect their values, telling trade publication Business Chief's Insights: "We want to make cat ownership and choosing the right food for their cat's enjoyment and health as straightforward as possible so we will continue to innovate to make sure we provide the right variety and options for them."

The move also signals continuity after an ownership transition. Greenwood shepherded the brand story through the sale from 3i Group to Partners Group in 2025, a deal that put a major Swiss private equity backer behind the cat food business. Handing the biggest growth market to the executive who helped close that chapter suggests the new owners want the same growth narrative carried forward, not rewritten.

The Numbers

More than 40 percent: MPM's share of revenue now coming from the United States, up from a business that only began building a serious American presence in 2021.

$158 billion: U.S. pet spending in 2025, projected to reach $165 billion this year, according to the American Pet Products Association.

95 million: U.S. households that owned at least one pet last year, with 53 percent of households having dogs and 39 percent having cats, per the APPA.

Over 50: markets where MPM sells its Applaws, Reveal, and Encore brands, backed by offices in the U.K., U.S., Australia, China, and Thailand.

More than 7.7 million: pet meals MPM says it has donated since 2021, one of the highlights that earned the company its B Corp recertification this year, alongside a new climate action plan and monitoring of ethical, safety, and quality standards across suppliers.

What To Watch

Watch whether Greenwood accelerates retail expansion beyond the current omnichannel footprint. MPM already has what it describes as strong sales through Chewy, Amazon, and PetSmart; the next chapter of the 40-percent-plus revenue market is likely to be about shelf space in grocery and mass retail, where premium cat food is still underrepresented compared with dog food.

Watch the senior cat platform. Greenwood tied innovation directly to the Applaws "Healthy Ageing" line aimed at the pandemic adoption cohort now entering seniority, a demographic bet that could differentiate MPM from competitors still focused on kitten and adult life stages.

And watch the B Corp story, which Greenwood has made a management principle. "We take total responsibility for the impact we have on our people, our communities and our planet, actively working towards a positive effect on the world," she told Business Chief's Insights, adding that every MPM employee has at least one business objective tied directly to advancing the company's B Corp agenda. In a premium category where shoppers pay for values as much as nutrition, that accountability framework is both a brand asset and a performance commitment investors will hold her to.

Sources

"MPM Products Names Samantha Greenwood President for North America" (PRNewswire, October 2, 2026; MPM Products USA, Inc.) — https://www.prnewswire.com/news-releases/mpm-products-names-samantha-greenwood-president-for-north-america-302897419.html

Business Chief's Insights interview with Samantha Greenwood, quoted in the MPM announcement