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pawTree LLC

Location: Southlake, TX

Sector: Pet Nutrition

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PawTree is a very exciting and fast-growing company in the attractive $80+ billion pet industry that many investors are trying to find an entry into: premium, holistic pet nutrition. pawTree is an early-stage, five-year-old company— the first company to successfully combine two powerful trends: Social Selling and Customized Pet Nutrition.


The company currently offers premium dog and cat food, freeze-dried and dry-roasted treats, efficacious supplements, and other pet products including an innovative and fast-growing line of pet-food seasonings. Most of the products are consumable with over 80% of monthly sales coming from subscription purchases.



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First mover opportunity combining two channels

Nobody is doing anything like this in the pet space. pawTree is the first company to successfully combine two powerful trends: Social Selling and Customized Pet Nutrition.


First mover opportunity with pet food seasonings product category

pawTree is the first company to develop a line of pet food seasonings. This will be a $1 billion category within 10 years and pawTree is first to market with a novel product


No other company like this in the pet industry

Uniquely positioned in the value chain building direct and intimate relationships with consumers with proprietary products

Unique and proprietary pet nutrition product line. First to market with pet food seasonings, which will be a $1 billion category

We have a first mover advantage in the pet food seasoning category and a product efficacy advantage with our entire range of nutrition products.


Loyal customer base and strong life time value

Pet food is among the most brand loyal of all consumer products. Once we get a customer the re-order rate is almost every month and the loyalty is often for the life of their pet (and even next pet).


Unique selling model combining two mature industries that have never been combined before

pawTree is the first company to successfully combine two powerful trends in a compelling way: Social Selling and Customized Pet Nutrition.


Customized and personalized pet food

Customers complete a pet profile on our website. We then have our algorithm compute the right pet food recommendation along with recommendation for other supplements and products. Then the customer can upload a photo of their pet to be included on the bag of food with their pet’s name “Bella’s Delight” or “Jack’s Munchies” etc.

Roger Morgan, Founder & CEO

Roger is the Founder & CEO of PawTree, a novel company he launched in 2014 that now has over 1,000 sales reps providing customized nutrition for dogs and cats, delivered right to the door.


Roger served as President and CEO of The Retail Products Group (RPG), a division of NCH Corporation that sells pet products.  He joined RPG in February, 2004.  After managing all of sales, marketing, finance, and business development as Senior Vice President, he was promoted to President and CEO in September, 2005.  During his 7 year tenure as CEO he led the company through significant growth, achieving 10% CAGR and more than doubling the business from $40 million to $130 million.


Before joining RPG, Roger gained business strategy experience with the Boston Consulting Group (BCG). During his tenure at BCG, he optimized growth strategies for multi-national consumer goods and retail organizations, including two years working abroad in Paris, France. Prior work experience also includes positions at Walt Disney Imagineering in business strategy and development and KPMG LLP where he obtained his CPA.


He recently served as the Chairman of the American Pet Products Association (APPA).  He has formerly served on the boards of directors of PetSmart Charities and the Pet Industry Joint Advisory Council (PIJAC).


Roger holds an MBA from Harvard Business School, and a B.S. in accounting with a minor in music from Brigham Young University, graduating summa cum laude.


Melissa Davis, Director of Sales

Melissa has over 25 years of experience in direct sales/network marketing with a unique blend of highly successful field as well as corporate experience. She has held management positions with major DSA companies including Arbonne International, Immunotec and Excel Communications.


As an independent representative in the field, she was a top-ten money earner every year and was recognized as the top field trainer for the company. Melissa has also trained for premier motivational speakers, and is an excellent public speaker with a passion for helping others succeed.


She holds an M.S.S.W. from the University of Louisville and a B.A. in psychology with a minor in human services from Western Kentucky University. Melissa is also a certified Direct Sales Coach with the Direct Sales World Alliance.


Brooke Sloate, Director of Product Development

Brooke has over 20 years of experience developing a wide range of innovative pet products including pet food and treats as well as pet accessories.


She learned from some of the best in the pet industry as she worked for a variety of pet companies including Nature’s Variety, Hill’s, Mars, Petmate, Applica and Sergeant’s. She also worked for Tupperware early in her career where she was first introduced to the powerful model of direct selling. She is an accomplished marketing executive with diversified experience in marketing, advertising and sales and has worked on both the corporate side with leading Fortune 500 companies, as well as the agency side of marketing.


She earned a Bachelor of Science in Business Administration with a Major in Marketing from the University of Southern California, Los Angeles, CA.


Eric Uhtenwoldt, Director of Operations

Eric has more than 20 years of experience in operations with a majority of those in the pet industry. He is a results-driven leader with experience in shipping and distribution, logistics, sourcing, procurement, IT, plant management, warehouse management and project management.


His background includes consumer products, contract packaging, converting and manufacturing for a variety of different industry segments. Eric has extensive experience in change management and ERP implementation and develops and implements objectives to drive performance excellence, consistently saving costs and exceeding goals and targets in diverse manufacturing/distributing environments.


Eric did his graduate studies in chemistry at the University of Tennessee, Knoxville and has a B.S. in chemistry from Hampden-Sydney College.


Tami VanHoy, Director of Field Development

Tami has over 25 years of experience in the social selling / direct selling industry and brings a wealth of knowledge and capability to pawTree. She founded Homemade Gourmet Inc., a party plan company, and built it from the ground up, where she served as CEO.


She is skilled in public speaking and training, with 30+ years of experience in front of both large and intimate audiences. She has given training presentations at the Direct Selling Association’s annual conferences and was featured on a CEO panel during general session.


She majored in music and theater performance and worked over 10 years in the entertainment industry as a featured singer / performer in musical theater, theme park musical productions and on cruise ships.


Joe Trevino, Director of Customer Support & Events

Joe grew up in the Direct Sales industry serving in many different capacities including Sales Promotion, Training, Web Master, Social Media Manager, Graphic Artist, DSA Contact from 1994 to 2016 all for one direct sales organization. In this role, he was also the Senior Director over the customer service department and also produced the international conventions and national rallies.


Studied music, art and stage production at TCC where I earned and associates in Fine Arts. Participated in project management programs with an emphasis on the Kaizen process improvement system.


Jana Gilmore, Director of Information Technology

Jana brings more than 10 years of hands-on experience in information systems, information technologies, and project management. She has proven experience working in multiple areas of IT from infrastructure to business intelligence, engineering and application development. Her broad technical knowledge coupled with a strong background in solutions implementation has resulted in progressive solutions for Nerium International, Blue Cross Blue Shield of Texas, AT&T and IBM.


She has played a critical role in international business technology expansion. With advanced troubleshooting and creative solution skills her passion for innovation advances projects to completion.


Jana attended Midwestern State University where she majored in music. She attended Vernon College and majored in Information Technology. She is a member of the Forbes Technology Council, Dallas Chapter of PMI, and has a Lean Six Sigma Black Belt Professional Certification as well as other various technical certifications.


Tammy Roseborough, Director of Consumer Marketing

A creative problem solver and strategic thinker, Tammy has over 20 years of marketing and advertising experience. She has spent time at notable agencies such as Goodby Silverstein and Partners, TBWA Chiat Day, TM Advertising and Zimmerman Advertising working with some of the top creative minds in the industry.


She has managed multidisciplinary teams, planning and coordinating several strategic projects and multi region campaigns for clients such as Raising Cane’s, Frito-Lay, Nissan, General Motors, American Airlines, Zale’s, Lennar Homes and Alamo Title. She is passionate about bridging the gap between marketing and technology as well as embracing life with curiosity and purpose.


Tammy attended the University of Oklahoma with a Public Affairs and Administration major and minor in Marketing.