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Purina Launches 10th Annual Pet Care Innovation Prize

On August 13, 2025, Purina, a renowned name in pet care, opened the doors for applications for the tenth edition of the Pet Care Innovation Prize. This initiative is designed to spotlight innovative startups in the pet industry, offering them a chance to win up to $50,000 in non-dilutive funding. Each year, five startups focused on advancing pet care solutions can receive $25,000 each along with essential mentorship from industry leaders.

A Decade of Innovation

As Purina celebrates a decade of this impactful program, Patrick Mullen, VP of strategic planning and co-lead of Purina's 9 Square Ventures, expressed pride in the role the prize has played in nurturing groundbreaking ideas in the pet sector. “We're excited to discover the next wave of innovators who will help drive the future of pet care forward,” said Mullen, marking the importance of this annual event.

The competition is particularly beneficial for early-stage companies looking to redefine the future of pet care. Applications for the 2026 Pet Care Innovation Prize are now open until September 21, 2025. Participants will compete not just for funding but also for mentorship resources that could illuminate the path for their innovative concepts.

The Competition Process

The selection process will culminate in early 2026, when the winning startups will be announced. The chosen participants will also engage in an accelerator boot camp at Purina's headquarters in St. Louis, Missouri. A highlight of the competition is the grand prize opportunity, where the winners of the boot camp have the chance to pitch at a live event during the Global Pet Expo in Orlando, Florida, set for March 2026.

Since its inception in partnership with Active Capital in 2016, the Pet Care Innovation Prize has allocated over $1.5 million to assist startups in elevating their businesses. Past winners such as SwiftPaws and Basepaws have successfully leveraged their funding and support to enhance their market presence and achieve significant growth.

Stories of Success

SwiftPaws, a brand focusing on health and wellness for pets, serves as a compelling example. Meghan Wolfgram, its founder, noted how participation in the prize was pivotal in scaling her startup from a simple idea to a thriving business that helps energize pets through exercise. The program not only provided financial support but also fostered a community aimed at enriching pets' lives.

Basepaws, which specializes in pet genetic screening, similarly credits the prize with assisting its journey from resource constraints to acquisition by a major animal health company, Zoetis. Founders like Anna Skaya emphasize that early recognition from the prize offered credibility and industry validation, propelling their innovative solutions forward.

Another notable success is Shameless Pets, which creates pet treats from surplus ingredients to address food waste. Co-founder James Bello highlighted that the prize significantly enhanced their visibility in the competitive pet food market, ultimately helping them establish themselves as key innovators in sustainable pet care.

Engaging Events and Networking Opportunities

In addition to the prize, Purina and Active Capital will host networking events for entrepreneurs at multiple locations, including New York and Scottsdale, Arizona. This is part of their initiative to promote the Pet Care Innovation Network, offering aspiring participants more resources and connections. At this week's SUPERZOO, they will feature an LAUNCH Pitch finale, where startups will compete for a $10,000 prize, further showcasing the vibrant entrepreneurial spirit in the pet care space.

For more details, you can visit PetCareInnovation.net, where aspiring applicants can learn about the application process and the benefits of participation.

About Purina

Founded in 1894, Purina is dedicated to improving the lives of pets and their owners through nutritional innovations. With a commitment to quality and care, Purina produces various trusted pet food brands that benefit millions of pets every year. As part of Nestlé, Purina remains a leader in pet nutrition and welfare.

For more information about Purina and their initiatives, visit purina.com.