True Leaf Medicine Hires New President
True Leaf Medicine International Ltd. appointed Kevin Cole as president.
Cole brings over 20 years of experience in consumer-packaged goods to True Leaf, as well as expertise in accelerating businesses and brands in the pet industry. Prior to joining True Leaf, he served as vice president, marketing for Mars Petcare Canada. Previously, he was a marketing executive with GlaxoSmithKline. He has led teams on consumer and customer insights, strategic planning, marketing, sales strategy, e-commerce and project management functions.
In his new role, Cole will streamline operations and accelerate growth for True Leaf Pet, which produces, markets and distributes hemp-based supplements for pets to 3,500 stores worldwide. He will focus first on bringing a legally compliant CBD product for pets to market, and will also lead efforts to expand True Leaf’s store reach worldwide, launch a global education campaign on cannabis-for-pets and execute the company’s direct-to-consumer strategy.
“Our ability to successfully recruit top talent from the largest pet food company in the world is a testament to True Leaf’s vision to become a global leader in the cannabis-for-pets space,” said Darcy Bomford, founder and CEO at True Leaf. “Kevin’s proven track record of growing top pet brands will be key to our continued strong growth. With Kevin at the helm of our pet business, we’re confident in True Leaf’s ability to become a household name in the pet industry, like WHISKAS and TEMPTATIONS.”
“As an animal lover, a pet parent and longtime pet care executive, I’m committed to finding new opportunities to improve the way we care for our four-legged family members,” said Cole. “I believe plant-based nutrition and specifically cannabis for pets will shape the future of pet care. This is why I joined True Leaf because it is, and will continue to be, the most trusted cannabis-for-pets brand. In this emerging sector, consumer and retailer trust is a key ingredient to explosive growth. True Leaf has set the groundwork with its line of safe, legal and effective hemp-based products for pets. I’m excited to work with the team and lead the category transformation.”
Bomford resigned as president of True Leaf, but will continue as a director and CEO.