Kitty Up

?? Welcome to 2025: The Year of the Cat! ??? I couldn’t be more excited about what’s ahead as we step into what I’m calling the Cat Collective Era, a time where collaboration and innovation for all things feline are truly taking off. There’s a tremendous opportunity (and need) to prepare the greater feline ecosystem to better support cats and their caregivers by fostering a deeper understanding of their unique needs and care. This includes increasing awareness of regular wellness veterinary visits, the importance of environmental enrichment, and essential wellness care … all key to healthier, happier cats and stronger bonds with their caregivers. This is the year for all industries, including veterinary care and its related sectors like pharma, diagnostics, and tech, as well as pet care and consumer products, to come together and push the boundaries of what’s possible for cats and their caregivers. By working across these sectors, we can elevate the understanding of cats’ needs, increase medicalization, and create an ecosystem where feline lives and those who care for them are better supported than ever. Let’s make 2025 a strong #CatCollectiveEra, where we work together to transform how the world understands and cares for cats and the people who love them. What are you most excited about for cats and their caregivers this year? ??? Moggie sylvester.ai BistroCat Healthy Pet Connect Smalls Kitty Up CEVA SANTE ANIMALE Zoetis Elanco MI:RNA Diagnostics Feline Veterinary Medical Association Ellen Carozza LVT, VTS(CP-Feline)Jon Ayers David Dieffenbach Ken Lambrecht CATalyst Council Jane Brunt Natalie Marks (Schneiderman), DVM, CVJ, CCFP, Elite FFCP-V Surell Levine Matthew McGlasson, DVM, CVPM Tanya Cooper, MBA, Elite FFCP Scott Maloney Joey Goldthorpe Amanda Landis-Hanna, DVM (she/her/hers) Candise Goodwin Ashlie Saffire, DVM, Diplomate ABVP (Feline Practice) Craig S. Wallace Stacey Rhee International Cat Care Brad McCollum Susan Groeneveld Eve Hanks Antelligence Meowtel Mission Meow

I spent over a decade in the human food and beverage CPG industry, deeply immersed in nutrition and functional ingredients. But I knew little about cats—until my mom rescued a pregnant stray that wandered into her backyard. That moment sent me down a rabbit hole of feline nutrition, an area I was already so dedicated to in the human space. Since then, I've fostered neonatal kittens from 24 hours old to six weeks, learning and researching firsthand about cat nutrition, behavior, and disease. I’ve been through it all—FeLV, FIV, UTI, CKD, megacolon, FOU—you name it. And now, I'm channeling all of that knowledge and experience into Kitty Up, creating functional, science-backed nutrition for cats. The startup journey? NOT EASY. Not at all. But I'm driven by the mission to change the way we nourish our cats, and I wouldn’t trade this experience (okay, maybe I’d take fewer bumps in the road ??). In the end, I know it will be worth it. Here’s to pushing the pet industry forward—one breakthrough at a time. ???? And nothing represents that journey more than my foster fail, Atticus, who is now our brand logo. From my foster kitten to the face of Kitty Up—he embodies why I do this. #FelineHealth #CatNutrition #FunctionalIngredients #CPG #StartupLife