AlphaPet Ventures appoints two to advisory board
Since January 2025, Ritter and Pfannmöller have actively joined AlphaPet’s strategic advisory board, guiding the company in its next phase of growth and international expansion
AlphaPet Ventures, Europe’s digital brand platform for pet food, has expanded its advisory board by appointing two experienced industry experts: Dr. Mischa Ritter and Stefan Pfannmöller.
The news comes after it acquired JR Pet Products, the premium brand of natural chews and treats for dogs in the UK.
AlphaPet’s portfolio includes well-known brands such as Wolfsblut, Wildes Land, Arden Grange and Herrmann’s Manufaktur.
AlphaPet’s multi-channel strategy integrates a strong direct-to-consumer (D2C) presence with a customer-centric approach through proprietary platforms and partnerships with leading B2B retail partners.
Since January 2025, Ritter and Pfannmöller have actively joined AlphaPet’s strategic advisory board, guiding the company in its next phase of growth and international expansion.
Ritter served as COO at Zooplus, the online pet food retailer, for over a decade. He played a pivotal role in scaling the company to over €2bn (£1.67bn) in revenue and expanding operations to 24 countries.
His expertise lies in operations, supply chain management, logistics and internationalisation. At Alphapet, Ritter will focus on further optimising efficiency across the entire value chain, supporting the final implementation of the new Single-Hub-Own-Warehouse strategy, and further driving international growth.
Meanwhile, Pfannmöller, founder of Venture Stars and co-founder and former co-CEO of AlphaPet, is an experienced entrepreneur with expertise in business model development, digital marketing, and innovation.
After his tenure as co-CEO, he continued to support AlphaPet in an advisory role. His formal appointment to the advisory board solidifies his role, where he will continue to drive business strategy, foster innovation, and support acquisitions.
The advisory board now consists of Fritjof Franz (Capiton), Hans-Christian Perle (Reimann Investors), Martin Junker (Venture Stars), Ritter and Pfannmöller. Together with the management team, they support AlphaPet’s ongoing organic scaling and the execution of its Buy-and-Build strategy.
Marco Hierling, CEO and founder of AlphaPet Ventures, said: “We are thrilled to have Mischa and Stefan on board. Their expertise will provide strong, sustainable support for our growth and strategy on multiple levels.”
