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From love of dogs to your own brand. Michał Boruszczak brings PSIURWA to Future Pet Food

22 October 2026
It all started with Stefek the Samoyed, his owner Michał and an idea for natural dog treats. Today Michał Boruszczak is building the PSIURWA brand and showcasing its products at Future Pet Food, the trade fair taking place at Expo Kielce on 22 and 23 October.

Michał Boruszczak's journey into the pet industry began when he started posting stories online about life with his dog, Stefek. The lovable Samoyed soon became a hit, and a community of dog lovers grew up around his everyday adventures. Over time, the hobby turned into a business idea.

And so PSIURWA was born – a brand of natural treats, chews and food for dogs. Among its first products were ‘trenerki’ – bite-sized training treats for rewarding dogs during training sessions.

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PSIURWA at Future Pet Food, Expo Kielce

At Future Pet Food, visitors can meet Michał Boruszczak, hear the story behind his brand, and browse the PSIURWA range. Stefek may not be at his owner's side this time, but he remains the star of the story that started it all.

The brand's presence at the trade fair shows how a love of animals, an authentic voice on social media and a good product idea can add up to a growing business.

Held on 22 and 23 October at the Expo Kielce Congress Centre, Future Pet Food brings together the pet food and treats industry – manufacturers, ingredient suppliers and experts in animal nutrition.

Come along to Expo Kielce to meet Michał Boruszczak and discover PSIURWA!

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