FAIRFIELD, CALIF. — Primal Pet Group, a premium producer of raw pet foods, treats and chews for cats and dogs, appointed Luke Mullins as chief customer officer, effective Jan. 6. In the newly created role, Mullins will lead the company’s sales organization to support the next phase of growth for the company’s brands, which includes Primal Pet Foods.

Mullins brings more than 20 years of experience in the pet industry with a background in sales strategy, team leadership and customer engagement. He also has experience in driving sustainable growth and expanding market share for leading consumer brands, according to Primal. 

Primal Pet Group Chief Customer Officer Luke Mullins with his dog Finley.

| Source: Primal Pet Group

“Luke is a dynamic leader with a proven record of driving results for high-growth brands in the pet industry and beyond as well as building highly capable and engaged teams,” said Jon Balousek, chief executive officer of Primal Pet Group. “His deep understanding of our industry and dedication to customer relationships will be invaluable as we continue to focus on our mission to bring the benefits of raw nutrition to more dogs and cats.”

Mullins will leverage his strategic vision and ability to foster strong relationships in the neighborhood pet channel to support the company. He will collaborate with Primal’s Chief Marketing Officer Courtney Louch. 

“Primal has built such a strong foundation in the neighborhood pet channel with its clear mission, innovative products, and focus on educating retailers and consumers,” Mullins said. “I am excited to work with the team to further strengthen customer partnerships and drive long-term growth for the brand.”

With Mullins’ appointment, Matt Pirz, president of Primal, will step back from daily business operations to focus on strategic oversight and counsel as a member of the company’s board of directors. 

“Matt has been instrumental in the growth and success of Primal Pet Foods over the last 20 years and clearly leaves a lasting impact on our team and business,” Balousek said. “Primal is incredibly lucky to have had his leadership, and, while I will personally miss his day-to-day partnership, I’m excited he’ll still be serving as a director.”

Read more about personnel changes throughout the industry.