What does the co-founder of a global premium pet food company do once he’s sold the business? He teaches dogs to surf, of course.
During the 25 years he was President of Natural Balance Pet Foods Inc., Joey Herrick donated millions of pounds of pet food to Animal Rescue groups. He was particularly incensed by the overbreeding of pets that leads to 80,000 being put down each week in the USA alone. As soon as he had a bit more time on his hands, he set up the Lucy Pet Foundation to tackle the problem.
And, he needed a novel way to get his message out there.