““Rolf truly set himself apart by his adaptability in working with what was effectively a start up, not privy to the vast resources of a large corporate blue-chip company. He was able to roll-up his sleeves and sit with us at our kitchen table in our then location in the Hollywood Hills, LA and articulate our core desire to make a positive nutritional difference in the pet food category. His structured approach and subsequent development of our brand DNA provided the initial building blocks for our new company brand. Rolf was instrumental in defining our vision, mission, position and values in our early days. Being entrepreneurial and flexible by nature he worked with us to define our story and a ‘reason to believe’. By doing this we were able to draft fully formed RFP’s to both select creative agencies and to help secure strategic business and investment partners later on. Our name, Nulo, a portmanteau for ‘Nutrition meets love’ combined with our visual and communications platforms was a result of him working with us to define the route forward.””