MPM taps Samantha Greenwood to lead North America
Bottom line
MPM Products, the parent company behind Applaws, has named Samantha Greenwood president of its North America business, elevating its former global chief marketing officer as the company pushes deeper into the U.S. and Canada. The appointment was announced October 2, 2026, with CEO Julian Bambridge saying Greenwood helped steer MPM through its 2025 sale from 3i Group to Partners Group and has been central to the growth of Applaws, Reveal, and Encore. MPM says the U.S. now accounts for more than 40% of revenue, underscoring how important North America has become to the company’s premium cat food strategy. (prnewswire.com)
Why it matters: For veterinary professionals, the leadership change signals continued investment in premium feline nutrition brands that are already expanding across specialty retail, e-commerce, and mass channels. MPM has positioned itself as a cat-focused company, and its recent reporting points to growth in life-stage products, hydration formats like broths, and broader premium nutrition offerings, all categories that can shape client questions, feeding trends, and product visibility in practice. (prnewswire.com)
What to watch: Watch for whether Greenwood’s promotion translates into faster North American product launches, stronger retail distribution, and more emphasis on senior-cat and healthy-aging nutrition in 2027. (prnewswire.com)
MPM Products has promoted Samantha Greenwood to president of North America, putting a longtime brand and marketing executive in charge of one of the company’s most important growth regions. The October 2, 2026 announcement formalizes a leadership shift at the U.K.-based pet food group as it looks to accelerate U.S. and Canadian growth for Applaws, Reveal, and Encore. (prnewswire.com)
The move comes after several years of heavier North American investment. MPM says it built out its U.S. team in 2021 and expanded its footprint through Chewy, Amazon, PetSmart, and other omnichannel and specialty retailers. That growth helped make the U.S. its single largest market, with North America now contributing more than 40% of company revenue, according to both the company announcement and prior investor materials tied to MPM’s ownership transition. (prnewswire.com)
Greenwood is not an outside hire. She previously served as MPM’s global chief marketing officer for more than four years, and the company credits her with helping lead the business through its 2025 private equity sale from 3i Group to Partners Group. In its announcement, CEO Julian Bambridge said Greenwood’s consumer insight and commercial track record made her well suited to lead the U.S. business. Partners Group announced the acquisition in June 2025, describing MPM as a premium cat food platform with room for further international expansion. (prnewswire.com)
The broader backdrop is a company leaning hard into feline-focused premium nutrition. MPM’s brand portfolio is centered on cats, and its recent impact reporting highlights expansion into life-stage products, cat hydration, broth formats, and treats, alongside an Applaws rebrand rolled out across markets in 2024. Greenwood has also publicly linked the company’s innovation strategy to an aging cat population, pointing to “healthy ageing” as an area of focus under Applaws. That suggests her North America brief may extend beyond commercial growth to category development in segments that overlap with veterinary conversations about senior-cat care and nutrition support. (publications.mpmproducts.co.uk)
Industry reaction appears to be framed less around disruption and more around continuity. The appointment keeps leadership in the hands of an executive already closely associated with MPM’s global brand development, and it lands just as the company is emphasizing its corporate identity as a Certified B Corporation. MPM said this week that it had renewed its B Corp certification under B Lab’s newer standards, a message that may resonate with retail partners and some pet parents, even if clinicians are more likely to focus on formulation, quality, and evidence behind product claims. (prnewswire.com)
Why it matters: For veterinary professionals, this is a business story with practical downstream implications. When a cat-focused manufacturer strengthens North American leadership, it often means more visibility for its diets, more marketing around life-stage feeding, and more client awareness of premium nutrition categories. Practices may see more questions from pet parents about broths, complementary feeding, senior-cat support, and how retail-forward premium products fit into a complete nutritional plan. It also reinforces how strongly feline nutrition is competing for shelf space and attention in the broader pet food market. (publications.mpmproducts.co.uk)
There’s also a competitive angle. MPM’s North American push has been built through specialty and e-commerce channels rather than a traditional veterinary therapeutic model, which means its growth can influence the products clients encounter before they ever ask a veterinarian for guidance. As these brands scale, veterinary teams may need to be ready with clear, evidence-based counseling on complete and complementary diets, hydration products, and age-targeted nutrition claims. That’s especially relevant in cats, where appetite, hydration, body condition, and chronic disease management often intersect. This last point is an inference based on MPM’s channel strategy and product expansion, rather than a stated company claim. (prnewswire.com)
What to watch: The next signals will likely be new North American launches, retailer expansion, and whether MPM puts more resources behind senior-cat and healthy-aging products under Applaws, Reveal, or Encore over the next 12 months. (prnewswire.com)