Head of Marketing & NPD
New, industry-driven pet food rating system — Thorneycroft proposes a new, objective pet food rating system that goes beyond an ingredients-only focus and takes into account complete and balanced claims, manufacturing and quality standards, product performance criteria, scientific credentials as well as ingredients. Using a five-star scale for clear and easy communication, the system would equip consumers with the means to make informed decisions that prioritize their pets’ well-being through a comprehensive evaluation.
Neil Thorneycroft has over 35 years of experience in the pet food industry. He is a passionate advocate for putting pets first and has held a variety of roles from manufacturing and quality assurance to research and development, product development, product testing, raw ingredient development and supplier audits. Thorneycroft has also held positions in sales, marketing, brand management, advertising, point of sale, promotions manager, nutrition training, new product development and project management. With extensive experience in the area of pet nutrition, product formats and behavior, he has worked in the USA, Indonesia, New Zealand and Thailand with a wide range of pet food types. Throughout his career, Thorneycroft has developed a number of tools, charts and courses. He has also internally published technical manuals and apps, and has been honored with several awards, including the Australian Packaging Awards, POPIA Awards Retail Display, POPIA Awards Innovation, Mars Global Make the Difference Innovation, POPIA Awards In-store display and Mars Regional Make the Difference Community.