Purina Announces Finalists for 2025 Pet Care Innovation Prize Offering $125,000

Purina's 2025 Pet Care Innovation Prize Finalists Announced



On January 15, 2025, Purina unveiled the finalists for its ninth annual Pet Care Innovation Prize, highlighting five promising startups in the pet care sector. This prestigious initiative, backed by Purina, aims to support groundbreaking developments in pet care, fostering innovation among emerging companies in this rapidly growing industry.

The five finalists, each receiving $25,000 along with vital mentorship from Purina, represent a variety of specializations within the pet care industry. Their innovations address critical needs such as health monitoring, sustainable pet food production, and enhanced service delivery for pet owners. With the global pet care market projected to be worth $324.19 billion, the potential for these startups to disrupt the industry is immense.

Meet the Finalists:


1. VEA (Alexandria, VA): This AI-powered platform focuses on disease prediction, diagnostic planning, and nutrition for pets. VEA aims to streamline veterinary workflows, allowing professionals to concentrate more on patient care rather than administrative tasks.

2. Maven (New York, NY): Maven is the first vet-recommended sensor that continuously tracks pet health, identifying clinically relevant changes early on. This innovation empowers both pet owners and veterinarians to diagnose issues sooner, promoting healthier, happier lives for pets.

3. Ten Lives (San Francisco, CA): Utilizing advanced fermentation technology, Ten Lives produces clean, ethically sourced animal proteins, mimicking proteins found in common prey species. This innovative approach minimizes the reliance on conventional animal farming while providing high-quality nutrition for cats.

4. ShopDot Pet (Missoula, MT): ShopDot Pet offers a platform that helps local pet care providers sell essential pet products without the burden of inventory or shipping costs. This solution allows businesses to collaborate and expand revenue streams efficiently.

5. Yak9 Chews (Austin, TX): This award-winning brand specializes in crafting natural, long-lasting cheese chews for dogs, sourced from simple and ethical ingredients, catering to health-conscious pet owners.

In addition to receiving the financial grant, these startups will have access to mentorship from Purina's innovation team and the opportunity to participate in an accelerator boot camp at Purina's St. Louis headquarters. This program includes educational sessions led by industry experts, designed to refine their business models and enhance product offerings.

Patrick Mullen, vice president of strategic planning at Purina, emphasized the importance of collaboration, stating that the commitment to improving pets' lives is further strengthened by partnering with passionate innovators. These startups are essential to tackling various challenges within the industry, offering solutions that can significantly benefit pets and their owners.

Grand Prize Competition:


These finalists will vie for an additional $25,000 grand prize at the upcoming Global Pet Expo, where they will present their ideas to a panel of Purina executives, industry leaders, and investors. This platform provides a unique opportunity for these startups to gain exposure and secure further funding to scale their operations.

Purina established the Pet Care Innovation Prize in 2016 through its corporate venturing arm, 9 Square Ventures, in collaboration with Active Capital. This initiative has been instrumental in financing and mentoring early-stage ventures that are dedicated to revolutionizing pet care through innovative product development and service offerings.

Looking Ahead:


As the pet care industry evolves, the innovations from these young companies signify a promising future. The combination of financial support and expert guidance from established industry leaders is pivotal in fostering the next generation of pet care solutions. For more information about the Pet Care Innovation Prize and to stay updated, visit Pet Care Innovation.

Topics Consumer Products & Retail)

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