40 Under 40 2025: Wichitpon Assavachamnan, Kelly and Companion Co.

Wichitpon Assavachmnan

CEO & founder
Kelly and Companion Co.
Thailand 

With a global mindset shaped by his education in the US and Thailand, Wichitpon Assavachamnan founded Kelly & Co’s, a highly-successful pioneering freeze-dried pet food brand. Not only has Kelly & Co’s achieved over 80% year-on-year growth in export sales, expanding to more than 30 countries, but Assavachamnan’s strategic vision led to the creation of a new regulatory category for freeze-dried pet food in Thailand, influencing policy discussions across the region. 

Under his leadership, Assavachamnan’s commitment to innovation is evident. In 2019, he introduced first-ever freeze-dried pet food—a pioneering move that redefined what was possible in an industry long dominated by only ‘wet’ and ‘dry’ food formats. At the time, Thailand had no legal classification for freeze-dried pet food. Assavachamnan led a transformative regulatory campaign, working closely with the Thai government to create a new pet food category. His influence quickly expanded beyond Thailand—bringing his science-backed, regulatory-anchored advocacy to Taiwan, South Korea, and Japan, helping open new channels for innovation across the region. 

Today, Assavachamnan’s leadership has positioned Kelly & Co’s as a global force, exporting to over 30 countries. This is where his education and marketing savvy also plays a big role, leading the company to secure multiple World Branding Awards and the 11th Asia-Pacific Stevie Award for Innovation in Consumer Product & Service.

While many leaders follow trends, Assavachamnan creates them. His push for sustainable packaging, regional R&D collaborations, and global certifications demonstrates his forward-thinking mindset.

A passionate believer in knowledge-sharing, Assavachamnan plays a key role in industry trade shows and global forums, including Interzoo, Zoomark, Pet Fair Asia, and Interpets Tokyo, speaking on pet nutrition innovation and regulatory reform. His presence has helped pave the way for other Thai and Southeast Asian brands to gain recognition on the international stage in conversations long dominated by Western markets.

Meanwhile, Assavachamnan’s inclusive leadership style fosters a culture of empowerment and collaboration, evident in the company’s Indigenous Awareness and Opportunity Program and him forming a Culture & Inclusion Committee to ensure all team members have a voice in shaping the company’s values, policies, and environment. This includes flexible work arrangements for working parents, mental health support, and comprehensive parental leave policies.