Portland Pet Food Company
Elevating a pet food brand rooted in love and local sourcing
About the Company
Portland Pet Food Company (PPFC) began with a beloved poodle named Rosie and a mission: feed our pets as well as we feed ourselves. Founder Katie McCarron created the company after discovering how many pet foods relied on fillers and synthetic ingredients. She began cooking for Rosie using simple, locally sourced ingredients – and never looked back.
With a compelling founder story, best-in-class ingredients and bold retail ambitions, PPFC was poised for national growth. That’s where Weinstein PR came in.
The Challenge
PPFC engaged WPR to elevate brand awareness during a key growth phase – one that included national launches with REI and Whole Foods, expansion into the cat food category, and a broader ambition to be recognized as a pioneering voice in the natural pet food movement. They needed a PR partner who could cut through a crowded marketplace, help position Katie as a thought leader, and secure earned media with lasting impact.
The Goal and Strategy
Weinstein PR developed a values-driven storytelling strategy focused on PPFC’s differentiators: its human-grade ingredients, upcycled local sourcing, sustainable packaging and deep Pacific Northwest roots. We mined stories around the McCarron family, regional partnerships with Bob’s Red Mill and Hopworks Urban Brewery, and seasonal opportunities tied to product use and pet trends.
We paired that with a national product seeding program, proactive pitching calendar, and even a review of media members who list “dog owner” in their social media bios. We also helped optimize internal communications by building systems to share wins with suppliers, employees and retail partners – turning media buzz into a full-circle growth engine.
The Results:
Our work with Portland Pet Food Company has garnered national and regional media coverage in Vogue, Business Insider, Better Homes & Gardens, Good Housekeeping and more, spotlighting both product innovation and founder Katie McCarron’s inspiring story. We’ve secured robust business and trade press across outlets like Portland Business Journal, Pet Food Processing and Oregon Business, elevating key narratives around growth, sustainability and leadership. Media wins were leveraged across sales, digital and marketing channels, and helped PPFC earn industry recognition and innovation awards.
Key media over the years:
Portland Pet Food Company products have also been featured and syndicated across newspapers nationwide, including SF Gate and the Houston Chronicle. In addition, WPR garnered coverage focused on:
Compelling founder stories featuring Katie McCarron, including:
- American Heart Association: “A stroke paralyzed her left side. She’s since run the New York City Marathon 3 times”
- KOIN News: “Survivor raises awareness during Stroke Awareness Month”
Strong regional business coverage, including:
- Portland Business Journal: “Why Portland Pet Food Company continues to boom”
- Oregon Business: “Portland Pet Food Company founder Katie McCarron’s retirement project is now a global brand”
- KGW-TV
Multiple product launches and trade visibility, such as:
- Pets+ Magazine: “New grain- and gluten-free dog biscuit flavor”
- Pet Food Processing: “Women in the Pet Industry — Meet Katie McCarron”
Sustainability, expansion and business growth, including:
- Pet Food Processing: “PPFC expands distribution”
- Pet Food Processing: “PPFC commits to upcycling”
- Pet Business: “PPFC expands with PetMeds partnership”
Working with Weinstein PR has been an absolute pleasure! Their team is professional and creative. They really took the time to understand our brand and company. I highly recommend them to anyone looking for top-notch PR services!”
Katie McCarren, Top Dog, Portland Pet Food Company