Purina launches initiative to support pet business start ups

Petcare business Nestle Purina has launched its initiative BetterwithPets, which will give innovators across Europe the chance to win a prize worth a total of around £75,000.

Working in collaboration with non-profit organisation Ashoka, Purina is offering the prize to social and commercial enterprises, non-profit entities and other organisations working to harness the positive power of the pet–human bond.

As well as having the chance to money to further develop their initiatives, entrants will also receive detailed feedback on their initiative from industry experts in their field.

The prize is open to entries in three categories: healthier together; connecting together and enjoying spaces together and the winner, or winners, will be selected at a special event in Barcelona in June. Organisations from the European Union, as well as Russia, Switzerland, Ukraine and Norway are all eligible to enter.

Calum Macrae, regional director for Purina UK and Ireland, said: “At Purina, we work hard to help build, promote and enhance the pet-human bond in everything we do. Our first BetterWithPets prize provides a really exciting opportunity for anyone who shares our passion for pets and the relationships we have with them – and who is doing innovative work in this area – to win a significant cash investment for their project.

“The UK has a fantastic heritage as a pet-friendly country and this prize could really make a difference to a small British start-up, charity, or a local scheme that has the ambition and the potential to do more. We’d urge anyone who is eligible to enter before the deadline next month.”

Applications are open from now until 14 April 2018. Successful applications will be shortlisted and five finalists will be invited to travel to attend the Purina BetterwithPets Forum in Barcelona on 7 June 2018, where the winners will be announced.

More information can be found at, including eligibility criteria and more detail on categories, entry instructions and full terms and conditions.

Alternatively, anyone interested in entering can drop an email through to: Applicants can sign-up to the BetterwithPets Prize 2018 platform online to complete their submission. All entries must be made in English language.

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