Olive Tree People, Inc., the subsidiary of Oliveda International, Inc., announced the launch of a new hydroxytyrosol-based waterless pet brand named “Is That Matty?” The new line is named after Olive Tree People Founder Thomas Lommel’s dog Matty, a 180-pound Spanish Mastiff. Lommel says Matty was a gentle giant who was friendly to small animals and became a well-known and beloved member of the Venice Beach community where people would frequently ask, “Is that Matty?” when they passed by on their walks along the canals.
The “Is that Matty?” brand is an homage to Matty, who passed away in February 2025, and a way to “keep his spirit alive through a unique, hydroxytyrosol-based waterless pet brand.”
Olive Tree People hopes to build on the trend it is calling “pet humanization” and a global pet industry that it estimates will reach the $23 billion mark by the end of the decade.
“Olive Tree People is ideally positioned to fundamentally transform the pet care industry in the coming months and years by raising awareness of the benefits of waterless grooming products for pets,” the company wrote in a statement.
The pet brand launches this week in the US, with additional market launches expected in Canada and Europe soon.
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