Mission Statement
Our mission is to provide pet owners with a selection of high-quality, plant-based products that promote the health and wellness of their beloved companions. We are committed to offering sustainable and eco-friendly solutions, when available, that prioritize the well-being of pets and the planet, while delivering exceptional customer service and fostering a community dedicated to responsible pet care.
Vision Statement
Our vision is to be the leading e-commerce destination for pet owners seeking health-conscious and all-natural plant-based products for their pets. We aim to inspire a shift towards sustainable and ethical pet care practices, while continuously innovating and expanding our offerings to support the holistic health and happiness of animals everywhere.
Founder and CEO -
Helena van der Merwe
An accomplished international and domestic marketing leader and strategist in a number of fields
A New Jersey Top 19 Innovator featured in the inaugural publication, NJ Innovate, released April 2020 and Future of Work Accelerator program participant 2021
Published in Authority Magazine January 2020, “5 Things That Should Be Done to Improve the US Educational System with Helena van der Merwe from A-Plus-Consulting”
Published in Authority Magazine October 2021, "Preparing for The Future of Work: Helena van der Merwe of A-Plus Apprentice on the Top Five Trends to Watch in the Future Of Work - An Interview with Phil La Duke"
An InnovateHER NJ Finalist and a Summer Technology Entrepreneurship Program (STEP) instructor (e-commerce)
One of her favorite initiatives is administered through her A-Plus Apprentice® program which matches autism spectrum disorder (ASD) high school students with employers with the aim of providing full-time careers. A-Plus Apprentice is a registered trademark and a New Jersey-registered training program that offers apprenticeship and pre-apprenticeship training in e-commerce, digital marketing, graphic design, medical billing/coding, painting, and tree care/landscaping.
As a pharmacology graduate, early in her career she became an award-winning leader in the release of groundbreaking clinical trial results
With a varied career spanning many disciplines, van der Merwe is also a Rutgers Entrepreneur Pioneer Initiative graduate, a NASA Blue Sky Space Radiation workshop presenter, a Committee on Space Research (COSPAR) 2021 presenter, a Space and Missile Defense (SMD) Symposium presenter and published in Neuroglia - Antioxidants Derived from Natural Products Reduce Radiative Damage in Cultured Retinal Glia to Prevent Oxidative Stress.