Smalls

In 2017, Veronica del Rosario and her co-founder Matt Michaelson started with a simple, high-stakes mission in a tiny NYC kitchen: to stop feeding cats "mystery meat." Today, Smalls has transformed from a home-cooked experiment into a full-scale movement, redefining what it means to care for a cat in the modern world. As Co-founder and Chief Brand Officer, Veronica has been the visionary behind a brand that refuses to compromise on quality, whether it’s in the bowl or the home.

Smalls is built on the belief that cats deserve human-grade nutrition and humans deserve a home that reflects their style. From high-protein, fresh meals developed with animal nutritionists to ergonomically designed accessories, Veronica is proving that pet care can be both intentional and beautiful. In this episode, she shares how they scaled a "fresh-first" philosophy and why they are expanding beyond the plate to enhance the shared spaces between cats and their people.

Inside the Episode:

• The science and strategy behind creating high-protein, complete, and balanced meals that ditch the fillers for ingredients you can actually recognize.

• How to cultivate a loyal community of cat lovers by leading with style, intention, and a deep understanding of the modern feline ritual.

• Veronica’s perspective on how the pet industry is shifting toward longevity and higher standards for our "roommates."

This podcast episode was made possible by glimpse

Glimpse is an AI-powered deduction management tool helping CPG brands recover lost revenue from invalid retail deductions. With in-house experts and custom-built AI, Glimpse saves founders time, money, and countless hours so they can focus on scaling. Try it free for 30 days at tryglimpse.com/trial.