Turning Frustration into Innovation, and Other Founder Stories from Interzoo 2026
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What is the story behind Angela Lanotte’s family‑owned Italian dog‑treat brand?
Products are only half the story at massive trade shows like Inner Zoo 2026. Behind every booth is a founder, a family business, or somebody that saw a problem and decided to create the solution. If you missed our first episode from InnerZoo 2026, a little recap. We went to Nuremberg in May for the world's largest pet show, where event management company Kelman Worldwide, who also sponsored the booth and our episode today, built a recording booth right into the exhibit on the show floor. Over four days of the show, we conducted 34 interviews and gathered 12 plus hours of content. Today we'll share part two, which will focus less on InnerZoo and the European pet market as a whole and dive deeper into the origin stories, philosophies, and insights behind passionate entrepreneurs across the world.
Welcome to Barking Mad, a podcast by BSM Partners. I'm your host, Jordan Tyler. Now, as you would imagine, Interzoo would pack to the brim with a wide variety of pet care products. But the conversations we had in the booth centered around a few common themes, humanization, help and wellness, and accessibility. And don't get me wrong, doing 34 interviews for four days was a lot. But I'd be lying if I said I didn't have fun. One of the most fun conversations I had was with Angela Lenote, whose family's been making dog treats in Italy for decades. In our conversation, Angela touched on everything from traditional baking to changing consumer sentiments around pet traits. Let's hear it.
Thank you for inviting me. I'm so excited for this because this is the first time that we have a podcast box like this. So wow well done. Thank you. So I'm Italian, so this it means that I have something not in common with you. But my father owns a company that was since nineteen eighty-four, we produce and manufacture biscuit cookies or dogs. Yes. Italian style. And I know that you know because everybody that comes here told you told you about my booth. We have a a huge booth with a special floor where you can see display all the cookies that we have.
Andrew described many of Rolls and Rocky's treat options are designed around specific occasions or experiences. And that reflects just how much we as pet owners want to feed our pets in ways that mirror our own eating habits.
We produce everything in Italy. And this I think uh when you're talking about food is kind of a plus. People is loves Italian food. So we do these uh cookies uh that of course they smell like cookies, especially the vanilla one, the carob one, the tomato one. They are really the milk one they smell like the cookie that you had when you were a kid. Then we have also the chamomile one, the chamomile and valyrian. And the dog loves it because they relax themselves. Yeah, it's functional too. Yes. Then we have uh the Parma Ham. Do you know Italiano? Il prosciutto italiano is the red one, the very tasty. We have the ham bone vacuum packaging, and we sell to the dog. And that's this one is another great bestseller idea that my dad had a long, long time ago.
I'm talking about 42 years ago. And then we have a Christmas section. That everybody stop by because let ladies and gentlemen, listen this. However, cookies can be hang on on the Christmas tree as a decoration. No. So then of course depends on your dog. If you have a very, you know, energetic dump, don't do it. Or do another separate Christmas, uh Christmas tree for him or for her. But like this is the idea. And so we love also the Christmas because You you know, you want to celebrate now with your dog. The dog is no more just uh someone in the family, is really a part of the family. And this industry I think that you can see all around. We are a lot of things. Sometimes you feel really, this is for dog? I thought I thought was the same of the human.
Sometimes you have that kind of feeling, but it's important especially when you want to feed them, even for the biscotti, because we do like the the human biscotti. But the point is that don't feed them with the human biscotti because that that one they have too much sugar.
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Chapters
8 chapters
1
What is the story behind Angela Lanotte’s family‑owned Italian dog‑treat brand?
0:08–5:05
2
How did the founders of Marleybones turn a pet‑food frustration into a shelf‑stable fresh‑food subscription?
5:05–10:16
3
What scientific research is driving Anja Skodda’s pet‑longevity platform HappyBond?
10:16–17:32
4
How did Dr. Sam become Europe’s first online veterinary tele‑health service?
17:32–23:43
5
What inspired King’s Choice to create the world’s first dog‑juice and how is it positioned?
23:43–30:34
6
Why does the Kika Group focus on niche breed‑specific products and retail expansion?
30:34–36:23
7
What trends are founders seeing in humanisation, hydration and functional treats for pets?
36:23–39:52
8
How are these innovators connecting passion, patience and purpose to improve pet health?
39:52–41:05
Speakers
8 identifiedMore from Barking Mad Podcast
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The 'European Pet Market' Doesn't Exist, and Other Lessons from Interzoo 2026
May Zoomies: Growing Meat, Recalls, and Pet Food Goes to Court