Ladybird Excellence Awards honours three brands

“The world's largest stage for pets has just become even more glamorous, ” said Peggy I. Pleines, founder and CEO of My Ladybird Enterprise. At Superzoo 2025, she presented the Ladybird Excellence Award to three brands in recognition of their exceptional achievements. This year's winners were Natoo, Rooted Owl and Charlee Bear. The award recognises bold decisions in the areas of sustainability, science-based wellness, and customer-focused leadership.

“The award is a movement that proves bold decisions help companies grow and reshape entire industries, ” says the global strategist, explaining the award's special value. She explains her selection of the three winning brands as follows:

Natoo won in the sustainability category: The company demonstrates that sustainability is not just a slogan, but a business model. By anchoring itself in independent certifications such as SQF, Climate Partner and Certified Carbon Free, Natoo is able to deliver a measurable environmental impact while driving growth and expansion in various markets.

Rooted Owl wins in the science-based wellness industry: The company is rewriting the future of pet wellbeing. Its flagship product is a dietary supplement for joint and muscle health which is clinically proven to outperform glucosamine. It combines UC-II collagen and L-carnitine in human-grade formulations, which are manufactured in GMP- and FDA-registered facilities.

Charlee Bear wins for customer focus: For over 30 years, Charlee Bear has been a household name, synonymous with trust, taste, and joy. In 2025, the brand took things a step further by bringing customer service in-house, supporting animal shelters across the country, and launching Functional Nuggets. The company's mantra is simple: pets and people come first, and everything else follows.