Zurich, Switzerland Apr 25, 2026  – Adam Baker, Founder and CEO of SodaPup / True Dogs, LLC, has been honored with the esteemed Ladybird Excellence Award 2026. The award was presented at the Pet Industry Rising Summit, held during Global Pet Expo in Orlando, Florida. Peggy I. Pleines, Founder and CEO of My Ladybird Enterprise AG (Zurich) and the award’s creator, presented the accolade under the 2026 theme, “When AI Makes Pets Priceless.”

Baker’s professional trajectory exemplifies a commitment to innovation that has led to category dominance. Transitioning from senior positions at prominent companies like Nike, Under Armour, and Crocs, he embarked on a venture in 2012 with a prescient vision: to establish food-based enrichment tools for dogs as a globally recognized product category. Today, SodaPup operates in 48 countries, introduces over 20 new products annually, and holds the leading position in the market segment it pioneered.

At the Pet Industry Rising 2026 Summit, Baker led a session titled “Design the Experience, Let AI Do the Rest: A New Playbook for Pet Enrichment,” showcasing not just concepts but tangible achievements. He presented evidence of AI-optimized product descriptions that surpassed traditional copy in all critical search metrics. The session also highlighted how vibe coding facilitates custom business tools without conventional infrastructure and how AI-powered search strategies are transforming pet brand engagement with consumers. Each insight shared was practical, operational, and already yielding positive results.

“Adam Baker does not react. He designs, he launches, and then he documents the playbook so the rest of us can keep up.”

— Peggy I. Pleines, Founder, Decide with Grace | CEO, My Ladybird Enterprise AG

What sets Baker apart is not only his entrepreneurial success but also his rapid execution and meticulous documentation of his strategies. While many industry leaders are still in the exploratory phase of AI adoption, SodaPup is actively implementing it across product development, search strategies, and business operations. The brand’s philosophy mirrors the fashion industry’s approach to seasonal collections, applying pace, intention, and a distinct point of view to pet enrichment.

The Ladybird Excellence Award specifically recognizes the courage to proactively shape the future rather than merely respond to it. Among the many distinguished individuals at the summit, Adam Baker was recognized for his demonstrated accomplishments, not just his future plans.

About the Ladybird Excellence Award

The Ladybird Excellence Award is bestowed based on the quality of thought and leadership integrity, rather than tenure or market share. Named after the ladybird, a symbol of resilience and quiet strength, the award identifies influential voices who lead with vision, build ahead of market validation, and operate from core values, not solely data. In 2026, four outstanding leaders were celebrated at Global Pet Expo under the award’s overarching theme: When AI Makes Pets Priceless.

About Peggy I. Pleines and My Ladybird Enterprise AG

Peggy I. Pleines is the Founder and CEO of My Ladybird Enterprise AG (Zurich) and the originator of Decide with Grace, a unique executive decision-making methodology. With over two decades of direct experience in the animal health and pet care sectors, Peggy has founded and scaled three companies, achieving $144 million in revenue for one, and held senior executive roles at Elizabeth Arden and Procter & Gamble. She is a recognized Global Growth Strategist, M&A Partner, and International Keynote Speaker whose clients consistently achieve 20 to 30 percent revenue growth within 12 to 24 months.

Pleines established the Ladybird Excellence Award as a reflection of her commitment to highlighting leaders who are actively defining the future of the pet industry, rather than passively reacting to its changes.

“The pet industry is not just evolving. It is being redefined. And the leaders doing the defining? They look a lot like Adam.”

 Peggy I. Pleines, Founder, Decide with Grace | CEO, My Ladybird Enterprise AG, Zurich

MEDIA CONTACT

Peggy I. Pleines  |  My Ladybird Enterprise AG, Zurich, Switzerland

Decide with Grace  |  Strategic Advisory and Executive Decision-Making

peggy@mypeggyleines.com  |  www.mypeggyleines.com

#PetIndustryRising  #LadybirdExcellenceAward  #GlobalPetExpo  #WhenAIMakesPetsPriceless  #SodaPup  #AIInnovation  #PetEnrichment  #DecideWithGrace

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