“IQI is a partner that brings not just products, but solutions”

December 03 2025 - Blog

Having joined IQI in July, 2025, Brooke is happy to contribute to IQI’s continued commercial success with the help of both her expertise in the ingredient space and her experience in a dynamic international market. In this blog, she reflects on her first 100 days at IQI and how they have shaped her ambitions.

Brooke describes her first months as a warm welcome and a fast-paced learning experience. She quickly became deeply immersed in IQI’s world, working closely with customers and colleagues across North America and Europe. “I’m so glad to be fully back in the pet food industry. It’s such a collaborative world, and the IQI team embodies that. They’re supportive, fun and constantly innovating. People share the same goal here: supporting pet companies to foster health through nutrition. On top of that, it’s refreshing to work with such a wide range of products.”

Expertise in palatability and international perspective

Before joining IQI, Brooke spent over fifteen years in the food ingredients industry: from palatability expertise at AFB International to natural colors at Oterra. Having also lived and worked in Europe, she brings an international perspective to IQI. “Something I’m happy to bring because I see a company that is ambitious, collaborative and full of potential.”

Potential all across the board – from unique products to ‘white spaces’

The breadth of IQI’s portfolio and partnerships is where the potential lies. “It’s really exciting how wide our range of products is and how many solutions we can offer.” Many customers have told Brooke they were just as excited: “They’re often happy to see how broad our portfolio is, from plasma and broth-type products to upcycled ingredients like green banana powder or our complete salmon range. Clients are constantly looking for ways to differentiate themselves and our portfolio gives them options to do so.”

Brooke’s main ambition is to give clients even more options. “I want to discover ‘white spaces’ where innovations in human nutrition translate to pet food. If we can identify those ideas and make them viable for pets, we can truly add value.” For example, oats and pea protein are commonly used in human and pet nutrition, “but we’ve seen ingredients like these fall in and out of favor. When that happens, we work closely with clients to reformulate or replace ingredients. It’s a constant process of following both science and trends.”

Driving factors: health and good taste

Brooke’s background in palatability helps her understand the full picture of those trends and innovations, especially in the context of how pets experience their food. It’s not just about the taste, it’s about the texture, aroma, freshness and even how ingredients behave over time. “It helps me to ask the right questions: what makes an ingredient appealing to a pet? How do factors like shelf life and food format affect that experience? You also have to take pet owners into account. What is the experience when opening a bag? How does the ingredient appear on the label? Essentially, you’re dealing with two ‘customers’ here.”

The senior pet space is one example of that challenge. Pets are living longer thanks to superior nutrition, but their experience with food changes as they age. The pet experiences taste and texture, while the owner prioritizes health benefits and valuable nutrition. Brooke: “The geriatric dog and cat category is a completely different ball game in that sense. Every meal is a little experiment: palatability changes with age, what worked when your pet was younger doesn’t necessarily work now. That is a big focus for the industry.” She adds: “And let’s not forget that pet food is emotional. When pets stop eating what they used to love, their owner will do anything they can to help them eat again.”

Zooming out

The continuous search for better taste, health and functionality doesn’t just drive product development, it reflects the wider movement we see in today’s pet market. “The North American market is incredibly dynamic,” Brooke explains. “There are differences between Canada and the U.S. in regulation and market access, and tariffs still influence supply chains. At the same time, after a few turbulent years, companies are focusing again on development and innovation.”

She also highlights the importance of maintaining relationships with IQI’s partners. “Because ultimately, it all starts with people. Those connections are what make growth and innovation possible.”

Looking ahead

If you ask Brooke, it’s IQI’s role to help brands deliver on consumer expectations for both health and taste: “There is a strong link between the two. Pet owners increasingly project their own food values onto their pets. It’s not just about flavor. It’s about creating an eating experience that supports health, promotes connection, and keeps pets coming back to the bowl.”

IQI’s portfolio helps deliver on these expectations. “We have beautiful ingredients that meet a range of needs,” says Brooke. “Dried animal proteins that support meat-first claims, upcycled ingredients like oat protein and our highly palatable bacon fat, and ingredients like collagen peptides and plasma powders that promote wellness.”

Bringing new and exciting products that have genuine value to the market – and thus helping IQI grow, especially in North America – is meaningful to Brooke. “That is what excites me the most. It’s not about growth for growth’s sake. I want to make sure that IQI remains a partner that brings not just ingredients, but solutions,” Brooke reiterates.

Want a taste of innovative pet food? 

You can reach out to Brooke via email  or LinkedIn.