There are over 400 dog breeds in the world.

So why is most pet food still made based on size?

Entrepreneur Victor Mortreu, Co-Founder of Just Russel, asked that same question, and built one of the fastest-growing pet food companies in Europe in response.

By using AI to create custom-tailored nutrition plans, Just Russel is helping pets live longer, healthier lives.

The company is now doing over $30 million in annual revenue.

Victor is a firm believer in failing and testing cheaply. He did that a few times until co-founding Just Russel.

What changed?

His mindset, his process, and his ability to spot a rising cultural shift: pets becoming the new children.

Success is all about testing and keep trying.

In this conversation with Alberto, Victor reveals:

• ​How to test and validate business ideas quickly, with minimal capital
• ​The advantages of scaling from a smaller market like Belgium
• ​What most founders get wrong about building trust with modern consumers
• ​The entrepreneurial lessons behind turning trends into businesses

This is not just a story about pet food. It’s about timing, psychology, and building a product that actually matters.

If you’re thinking about launching something new, or pivoting something old, this is the episode you’ll want to study.

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