“It’s a very exciting time to be in ingredient innovation”

June 17 2025 - Blog

Since joining IQI in January as Sales Manager North America, Anna Macht has fully immersed herself in the company’s global ingredient business. With more than 18 years of experience in the Canadian pet food industry, she brings a wealth of knowledge in pet nutrition and a deep understanding of the North American market. In this blog, Anna shares her insights from her first six months at IQI—and her ambitions for the road ahead.

Even before her first day at IQI, Anna had already experienced something unique about the company’s culture.  “The recruitment process was quite intensive, but in a good way,” she reflects. “Our Global Sales Director Arjan van Waes insisted that I spoke to everyone before reaching a decision. I’m glad he did—those conversations made me feel incredibly welcome from the start.”

A lot to learn

Anna also recalls being surprised by the technical depth of the ingredient field. “I underestimated how deep you can dive into the science behind each ingredient. Normally, I feel settled in a new role after about three months—but here, I think it’s going to take me about a year. There’s just so much to learn, and I really want to become an expert.”

Shifting needs in a strong market

Looking at recent developments in the North American market, Anna sees both steady demand and shifting consumer needs. “We are seeing more small dog and cat ownership than ever, which opens opportunities in these areas,” she explains.  According to Anna, cost of living is also playing a huge role in consumer demand. “The innovation coming from leading brands—with more value products hitting the shelves—reflects that.” 

Despite these shifting needs, Anna notes a slowdown in groundbreaking innovation. “My impression from the last few tradeshows has been that many brands are simply expanding into existing categories, rather than creating new concepts,” she says. Still, she is optimistic. “There are so many brilliant minds in the industry, and I hope to see some great innovations in the near future—and I’m sure IQI can be a part of that.” 

Meeting the industry’s top professionals

That sense of anticipation made Petfood Forum Kansas 2025 an especially valuable experience. “This was my first time attending PFF in a sales role, and I had so much fun!” Anna says. “What stood out most to me was the opportunity to speak with people from across the industry, not just brands, but also procurement teams, product developers, R&D specialists and support roles.” The event also gave Anna a deeper appreciation of how connected the industry truly is. “Seemingly small and unrelated events ultimately affect global availability and innovation. One outbreak of avian influenza hurts every layer of the chain.”  

At the same time, this global interconnectedness also creates opportunities. “IQI’s international partnerships allow us to spot upcoming trends early—like the use of eggshell membrane, once exclusive to human health, now making its way into pet food.”

Food truly is medicine

One topic that came up time and again during PFF was the growing interest in functional ingredients. “Brands are looking for ways to stand out. With increasing pressure to differentiate and deliver real health benefits, many companies are rethinking not just how they formulate—but what they formulate with. “It is a very exciting time to be in ingredient innovation because people are looking to us for ideas.” 

Anna sees plenty of opportunity for progress—especially in areas like gut health. “Food truly is medicine, and I believe there are many more unique ingredients that can be introduced to better support the health and wellbeing of pets. We’ve only scratched the surface when it comes to things like prebiotics, probiotics and digestive enzymes.”

Looking ahead

As IQI continues to establish itself as an industry leader in ingredient innovation, it naturally attracts companies that want to try new things and break the mold. “I’d love to grow our presence in Canada,” she says. “I’ve been fortunate to work with some of the country’s top producers—and I’d love for IQI to be part of what they’re creating. There’s so much happening north of the border, and with current tariff challenges, having a stronger presence in Canada only seems natural.”

A sense of purpose

For Anna, the most rewarding moments are often the most technical. “Every time I have conversations with R&D teams, I’m reminded of why I do this,” she says. “When I worked in R&D myself, I was involved in many different aspects—from formulations to product development. I will always remember how fascinating it is, how much knowledge is packed into every single ingredient.” 

Her motivation is clear: “I work from a place of passion and want to make an impact and share knowledge.” She smiles, then adds: “To be honest, I hadn’t really learned anything new in quite a while. But now, at IQI, I’m learning every day—and I love that.” 

Scratching your head over innovation?

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