Mid America Pet Food Names Alice Flath as New Vice President of Sales

Mid America Pet Food Appoints a New VP of Sales

Mid America Pet Food, a notable player in the premium pet food market and parent company to renowned brands including VICTOR Super Premium Pet Food, has ushered in Alice Flath as the new Vice President of Sales, effective December 2, 2025. This strategic appointment aligns with the company’s ambition to enhance its growth and presence in the competitive pet food industry.

Alice Flath brings with her over 15 years of progressive experience in sales, with more than a decade specifically in the pet food sector. Before joining Mid America Pet Food, she held the position of Senior Vice President of Sales and Marketing at Wet Noses Natural Dog Treat Company. Additionally, her previous role as Vice President of Sales for North America at Instinct has equipped her with deep insights into sales leadership and marketing strategies that resonate well within the pet industry. Notably, she possesses an MBA from the Olin Business School of Washington University in St. Louis, adding to her strategic capabilities and business acumen.

In her new role, Flath will report directly to CEO Jeff Caswell and will be tasked with leading the sales team to refine and implement MAPF's sales strategy, aimed at achieving sustainable growth, increasing profitability, and enhancing the reach of the company's brand. CEO Caswell expressed confidence in Flath’s ability to drive growth, stating, "Alice's extensive experience in pet food, combined with her proven track record in sales leadership, will be instrumental as we continue to grow our market presence."

The appointment of Flath comes at a crucial time for Mid America Pet Food, which operates in a landscape where innovation and quality are paramount. The company is known for pushing the envelope in healthy pet nutrition, with recent product launches like VICTOR's Bully Fuel and Sensitive Skin & Stomach formulas being a testament to their commitment to quality and transparency in ingredients used. These innovative offerings are designed to meet the unique needs of pet families while ensuring that high-quality ingredients are at the forefront of their products.

Flath expressed enthusiasm about her new role, citing the potential for further advancing MAPF's sales strategy and generating results that align with the company's mission of providing super-premium pet nutrition. She stated, "The strength of MAPF's brand portfolio, combined with its commitment to sourcing high-quality ingredients, presents tremendous opportunities. I look forward to leading the sales team to advance MAPF's sales strategy while driving results and long-term growth."

Founded in 2007, VICTOR Super Premium Pet Food is distinguished not just by its quality, but also by its affordability and reliability, catering to the needs of loyal companions alongside their pet parents. Positioned as a trusted source of nutrition for various segments of dog owners, from outdoor enthusiasts to breeders, VICTOR’s products are nationally recognized, reflecting the brand's credibility in the pet food market.

The transition to Flath in the executive role is seen as a strategic move that is likely to invigorate the company’s sales approach. As Mid America Pet Food continues to innovate and expand its product offerings, the leadership team is confident that Flath's experience will play a crucial role in driving further success and branding initiatives for the company.

For additional information about Mid America Pet Food and its range of products, please visit Mid America Pet Food. Further inquiries regarding VICTOR Super Premium Pet Food can be directed to VICTOR Pet Food.