New York, NY, October 10, 2026

Rooted Owl, a science-backed pet supplement brand built to standards comparable to premium human supplementation, today announced that Alex Chieng, Co-Founder of Pawsible Ventures, has joined the company's Advisory Board.

The appointment builds on an existing relationship between Chieng and Rooted Owl. Earlier this year, Rooted Owl was selected as one of eight companies in Pawsible Ventures' inaugural cohort, chosen from hundreds of applicants around the world. The cohort brought together companies working across veterinary infrastructure, diagnostics, AI-enabled care, preventative health, and consumer wellness.

"Alex recognized early what we are building at Rooted Owl and the opportunity to raise the standard for pet supplementation," said Karan Madan, Founder and CEO of Rooted Owl. "His experience across veterinary technology, pet health investing, and company building brings an important perspective as we scale the brand, expand our distribution, and continue investing in science and product innovation. We're very pleased to welcome him to our Advisory Board."

"We selected Rooted Owl for Pawsible's inaugural cohort because the company represents where we believe the pet supplement category is heading - toward stronger science, standardized ingredients, rigorous manufacturing standards, and a veterinary-led approach to formulation," said Alex Chieng. "I'm excited to deepen our relationship and work with Karan, Dr. Royal, and the broader Rooted Owl team as they enter their next stage of growth."

Chieng is Co-Founder and CEO of Pawsible Ventures, a venture fund and studio focused on backing and building early-stage companies across animal health and pet care. Previously, he co-founded and led Vetsie, a veterinary telemedicine and AI platform, overseeing its expansion across Canada and the United States and its participation in the Mars Petcare-backed Leap Venture Studio program. He also advises companies across the animal health sector, helping founders refine their commercial strategies, build industry partnerships and navigate early-stage growth.

Rooted Owl's Advisory Board

Chieng joins three existing Rooted Owl advisors whose experience spans veterinary medicine, animal welfare, consumer investing, and global brand building:

Dr. Barbara Royal, DVM, CVA, CVNN, CIVTN, FACVBM - Senior Veterinary Advisor and Head of Nutrition. A nationally recognized integrative veterinarian, author, and formulator who leads the scientific development of Rooted Owl's portfolio.

Nikki Ferraro - Founder of Much Love Animal Rescue, the Los Angeles-based nonprofit founded in 1999 that has placed more than 5,000 animals into loving homes. Ferraro brings extensive animal-welfare experience, grassroots advocacy, and a direct connection to the pet-parent community.

Dirk Donath - Managing Partner at L Catterton, focused on Latin America. Donath brings decades of experience in consumer investing, retail, and global brand building. L Catterton has an extensive track record in the pet category across pet food, veterinary services, retail, and consumer wellness, including investments in Petlove, PetVet Care Centers, JustFoodForDogs, Wellness Pet Food, Canidae, and Butternut Box. Prior to L Catterton, Donath led McKinsey's Latin American Consumer Goods and Retail Practice and founded Farmacity, Argentina's leading retail pharmacy chain.

"Our Advisory Board reflects the capabilities we believe will matter most in Rooted Owl's next phase," added Madan. "Dr. Royal brings clinical and nutritional expertise; Alex brings a builder and investor's perspective on the future of pet health; Nikki keeps us closely connected to animal welfare and the pet-parent community; and Dirk brings decades of experience scaling consumer businesses globally. Together, they give us an exceptional range of perspectives as we continue to grow across North America and beyond."

About Rooted Owl

Rooted Owl is a science-backed pet supplement brand focused on efficacy, formulation quality, and precise delivery. Its products are formulated with clinically studied ingredients and standardized extracts, manufactured in GMP-compliant facilities, and made without unnecessary fillers. Rooted Owl carries the NASC Quality Seal and was selected for Pawsible Ventures' inaugural cohort in April 2026 from hundreds of global applicants.

Rooted Owl is currently sold through Chewy, Amazon, PetSmart Online, Petco Mexico (150 stores), Tomlinson's Feed (Texas), and VSI, with VSI distribution scaling to 2,000 stores in 2027. For more information, visit rootedowl.com.

About Pawsible Ventures

Pawsible Ventures is a venture fund and studio dedicated to backing and co-building the next generation of animal-health and wellness companies. Co-founded by Shafin Diamond Tejani and Alex Chieng and backed by Victory Square Technologies, Pawsible combines capital, industry expertise, and commercialization support to help founders build and scale companies across the global pet-health ecosystem.

Media Contact Details

Florencia Nijensohn Head of Marketing & Communications, Rooted Owl

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