Alexander von Kaldenberg

As the Founder and CEO of GoChip Pet Technology, I’m on a mission to revolutionize companion animal management and safety in urban environments. My passion lies in creating innovative solutions that enhance the well-being of companion animals their guardians.

With over a decade of experience in marketing, entrepreneurship, and international relations, I bring a unique perspective and robust network to the emerging animal tech sector. My journey is fueled by a vision to launch and scale pet tech products that make a tangible difference in the lives of animals their guardians and the communities in which they live.

I hold an Oxford Blockchain Certification and have previously held leadership roles at Velas AG, and DACSEE, and was a co-founder of CanCham PRD. These experiences equipped me to build and launch GoChip, a cutting-edge platform that provides digital identities and records for animals. Our patent-pending technology not only creates the world’s first unified digital ID for animals but also allows for direct interaction with an animal’s microchip via a smartphone—an industry first.

At GoChip, we collaborate with all stakeholders in an animals life, from  veterinarians, shelters, and local governments to e-commerce platforms, insurance providers and NGOs promote animal welfare and responsible guardianship. Our goal is to reimagine the relationship between people, animals, and cities, creating a safer and more connected world for all.

If you share my passion for animal tech or are interested in exploring partnerships, let’s connect.

Founder & CEO

Alexander Kaldenberg

Pet Excel Marketing

Pet excel marketing is a one-stop destination for your pet business's marketing needs.
Finding pet niche-specific freelancers is a mess and working with them is hectic.
Pet excel marketing provides all the digital services for your pet brands in one place so that you don't waste your time and money looking for freelancers to work with.

Founder

Copywriter

Pet excel marketing is a one-stop destination for your pet business's marketing needs.

Finding pet niche-specific freelancers is a mess and working with them is hectic.

Pet excel marketing provides all the digital services for your pet brands in one place so that you don't waste your time and money looking for freelancers to work with.

Varnit ( Pet Marketing Agency )

How PetLab Co. scaled to $100M+ wasn’t luck. It was creatives.

Most pet brands obsess over product tweaks.

The smartest Founders, CEOs, and pet industry leaders obsess over ad psychology.

Here’s what PetLab understood early that most brands still miss:

• They didn’t sell products. They sold emotional outcomes.
 • They didn’t run ads. They told stories.
 • They didn’t test occasionally. They tested constantly.

Their winning formula was simple but lethal:

→ Make the viewer self-diagnose their pet’s problem
 → Present a solution that feels obvious and easy
 → Use massive social proof so buying feels safe

That structure alone generated millions.

The real advantage?

 They built a creative system, not one viral ad.

I broke down the exact framework behind how they scaled past $100M, including the script psychology and formats they used to dominate.

Here’s how you can get it:

Connect with me Varnit Dhoundiyal

Comment "PET" below
I’ll send it over ASAP.

Varnit  Dhoundiyal 

🐶 Generated $3.5M+ for pet brands through paid + organic growth | Host of Pet Brand Podcast | Founder, Pet Excel Marketing | The world’s leading marketing and IT agency for pet businesses and pet brands

What if you could access a high-level masterclass on pet product packaging for free on YouTube?

We just recorded a powerful episode of the Pet Brand Podcast with Packaging Director Stephanie Doyle HBX Branding , and if you’re a serious pet brand founder, CEO, or pet industry professional, this is one conversation you’ll want to watch the moment it drops.

Here’s what’s coming inside:

• What retail buyers instantly judge from your packaging before approving you
• The silent packaging mistakes that cost pet brands shelf space and revenue
• The exact elements that make pet parents trust your product in seconds
• What separates high-performing pet brands from the ones that get ignored
• How packaging alone can influence sales, repeat purchases, and growth

Most brands focus on ads and marketing.

The smartest ones fix their packaging first.

Dropping soon.

The pet brands who watch it early will have an unfair advantage.

The pet industry isn’t slowing down. It’s accelerating.
Here’s what just happened 👇

• Chewy has named Chris Deppe as its new Chief Financial Officer.
• Gallant has launched a first-of-its-kind partnership with MWI Animal Health.
• H.I.G. Capital, via H.I.G. WhiteHorse, has arranged a €120M financing package for Nasta Pet Food.
• Paw Prosper has acquired Blue-9 Pet Products.

The bigger question: where does veterinary medicine fit into pet care’s rapid expansion?

Now consider where capital is flowing:

💰 $23M investment into pet ingredients
Palo Duro Investment Partners, LP has taken a significant stake in Darling Ingredients, a global supplier of sustainable proteins used in pet food.

💰 $75M oversubscribed fund finalized
 Investors behind Butternut Box | B Corp and BetterWild are doubling down on scaling high-growth pet brands.

🌱 $50M annual climate initiative
Mars has introduced an impact fund focused on advancing sustainable sourcing and climate action.

If you’re building in the pet sector, this is worth watching closely.
Capital is:

 • shifting upstream toward ingredients
 • consolidating brands
 • backing sustainability initiatives
 • connecting veterinary, retail, and health ecosystems

The real question isn’t whether the pet industry is expanding.

It’s where you’re positioned within the value chain.

Are you building something investors will want to acquire?

Or something they’ll want to fund for the next decade?

The next wave won’t reward growth alone.

It will reward strategic positioning.

Founders, CEOs, and pet industry leaders — where do you see the biggest opportunity right now?

Pet Industry Founders and CEOs Are Quietly Joining This Private Community

Our private WhatsApp community for pet industry decision-makers is growing every single day.

We now have founders, CEOs, and innovators from around the world who are actively building, scaling, and shaping the future of the pet industry.

This is not a spam group.
This is not a “good morning” group.

The core principle is simple:

Support each other.
Network with the right people.
Grow together.

If you’re serious about building in the pet space and want to connect with other high-level operators and decision-makers, this community is for you.

If you're interested in joining, the link is in the comments below.

Let’s build the future of the pet industry together.

1,000+ Pet Industry Leaders Already Subscribed. Are You In or Behind?

In the last few days, over 1,000 CEOs, founders, and serious operators in the pet industry have joined our newsletter.

Not for motivation.
Not for trends.
Not for recycled advice.

But for real growth strategies that are actually working in today’s pet market.
Inside, we break down:

• Proven customer acquisition frameworks
• Ad creative strategies scaling brands past 7 and 8 figures
• Founder playbooks that most people never talk about publicly
• Behind-the-scenes lessons from top pet brand CEOs
• Mistakes that cost brands millions — so you don’t repeat them

The pet industry is getting more competitive every single month.

The brands that win are the ones that learn faster.

If you're a Founder, CEO, or pet industry leader, this is your unfair advantage.
Don’t fall behind while others are studying the blueprint.

Join 1,000+ leaders building smarter pet brands.

Link in the comments.

Pet Brand Founders, CEOs, and Pet Industry Decision Makers Are Massively Underestimating LinkedIn

In just the last few days, here’s what happened through our work at Pet Excel Marketing:

• 534 new followers, mostly founders, CEOs, and pet industry leaders
• 37 inbound leads from pet brand founders ready to scale
• 1,000 plus newsletter subscribers
• New podcast subscribers
• Multiple CEOs reaching out to be featured as podcast guests

No paid ads.
No spam outreach.

Just niche positioning, industry authority, and content built specifically for the pet market.

Most agencies try to serve everyone.
We only work with pet brands, and that focus changes everything.

If you are building a pet brand and not using LinkedIn strategically, you are leaving partnerships, visibility, and revenue on the table.

Follow me if you want to see how serious pet brands are scaling in 2026.

graphical user interface, text, application, email

If you’re a pet brand Founder or CEO and you’re not in our private WhatsApp community, you’re missing out.

Inside the group, pet industry leaders are networking, building real relationships, and finding practical ways to collaborate and grow together.

We have innovative new brands and companies that have been in the industry for 20 to 30 years, all interacting in one place.

They are sharing insights, learning from each other’s experiences, and supporting one another’s growth.

There is something powerful about being in a room, even a virtual one, where everyone understands the challenges and opportunities of the pet industry.

If you are a Founder or CEO in the pet space, you should definitely be part of this community.

The link is in the comments.

🐶 The Biggest Pet Industry Moves of the Week

If you build, invest in, or operate in pet, this week was packed.
Here’s what actually matters 👇

🌏 Cultural and Consumer Shifts

Matching Adidas Tracksuits for You and Your Pet
Lifestyle brands continue entering pet. Culture drives demand.

Japan’s $20B Cat Boom
Premiumization plus aging demographics continue fueling feline growth.

15 Years of Free Kibble
Pet Valu partners with Tim Hortons for a massive giveaway campaign.

Luxury Dog Sleepover Camps in South Korea
Treasure hunts, campfires, and two-night dog retreats. Pet humanization keeps evolving.

📊 Capital and M&A Momentum

Elanco’s “Big 6” Drives Billions
Elanco reports 9% organic growth in Q4 2025, powered by blockbuster products like Zenrelia and Credelio.

$23M Bet on Pet Ingredients
Palo Duro Investment Partners, LP  takes a major position in Darling Ingredients, a key global supplier of sustainable pet food proteins.

50 pet industry M&A deals in 12 months
Consolidation is not slowing. Strategic buyers are active.

$75M Over-Subscribed Fund Closed
Backers of Butternut Box | B Corp and BetterWild double down on high-growth pet brands.

£1.5M to Cook More Kibble
Different Dog secures funding to expand its Telford kitchen, now serving 20,000+ dogs daily.

🌱 Sustainability
$50M Annual Climate Commitment
Mars launches an impact fund accelerating sustainable sourcing and climate action.

🧠 Tech, Innovation and Infrastructure

Scrub Daddy, Inc. Enters Pet Aisles
The Shark Tank sensation partners with Pets+People Consumer Products to launch high-performance pet stain and odor solutions.

Bigger Warehouse, Bigger Demand
Huxley & Kent doubles its Kansas City footprint to meet soaring accessory sales.

Animal Biotech is a $36B Market
Precision health, genetics, and preventive care continue gaining investor attention.

1 Tap to Vet Intel
CoVet integrates Vetlexicon, unlocking 25,000+ clinical resources directly inside daily workflow.

Japan’s High-Tech, Pet-First Homes
Smart architecture designed around pets, not just humans.

⚠️ Research and Reality Checks

Abandoned Dog Quickly Finds Forever Home
A reminder that beyond capital, community still defines this industry.
Best Cats for Flats

Breeds like Ragdolls and Maine Coons highlighted for apartment living. Urbanization continues shaping pet ownership trends.

Large Dogs Emit 2 to 4x More Microorganisms
Swiss research suggests large breeds significantly alter indoor air environments.

Four Military K-9 Deaths Reported
A Pentagon watchdog exposes severe kennel condition failures.

What this signals

• Capital is flowing toward scalable, defensible brands
 • Infrastructure and ingredient plays are getting serious attention
 • Asia continues leading premiumization trends
 • Pet humanization is deepening into lifestyle and architecture
 • Sustainability is now a core growth driver

Follow me for more pet industry content.

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The Battle

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Varnit ( Pet Marketing Agency )

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