Revolutionizing Pet Food: The Case of José Vasconcellos and Brazilian Pet Food’s Growth

The pet food market is undergoing a significant transformation, driven by changes in consumer behavior and technological advances. One key figure driving this change is José Vasconcellos Júnior, entrepreneur and former CEO of FVO Petfood. Vasconcellos transformed FVO into one of Brazil’s leading companies in the sector before selling it to an American investment fund. His vision focuses on leveraging innovation as a key driver for growth in this market. This article explores how his leadership has fueled innovation within the pet food industry, particularly in Brazil, and its impact on competitiveness.