Our founder, Bruce, worked for over fifteen years in Corporate America as a marketing leader for some of the largest food companies in the world—General Mills, Pillsbury, and Nabisco.

After leaving General Mills, he founded a successful marketing consulting business, VSP Consulting. While consulting, Bruce wrote a best-seller in his spare time called FAT PROFITS, a heart-pounding thriller about a corrupt food company that will stop at nothing to become a Wall Street darling.

Bruce also shares his insights about the dangers of processed food and how to eat healthier on his blog, brucebradley.com. Bruce, his blog, and FAT PROFITS have been featured on BBC, CNN, Huffington Post, Grist, Prevention, Men’s Health, and Reader’s Digest.

A lifelong dog-lover, Bruce had his “ah-ha” moment while walking his dog, Katie. It was at that moment he decided to marry his passion for dogs, healthy food, sustainability, and purpose-driven leadership to create a super-premium dog products company. Inspired by a popular dog treat recipe on his blog and his brother’s dog’s nickname (Yitto), Yitto Paws came to life!

Born and raised in Fort Lauderdale, Florida, Bruce moved to North Carolina to get his undergraduate degree at Davidson College and his MBA at Duke University. After several corporate moves, Bruce found himself in Minneapolis, Minnesota where he raised his son, Ben.

Bruce now lives in Denver, Colorado, with his dog, Katie, who inspires him with her unconditional love every day to “put dogs first” and revolutionize the pet food industry with the launch of Yitto Paws.

P.S. Stay tuned for two of Bruce’s new projects—the 2024 launch of his new book, Packaged to Deceive, and his new podcast that’s coming soon, End Greed Now!