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Purina calls for Unleashed accelerator programme applicants 2021

The Unleashed programme, powered by the Purina Accelerator Lab, facilitates collaboration between industry experts and pet tech entrepreneurs to find the next 'transformational PetCare product’ or service

Purina is calling for applicants for its 2021 Unleashed accelerator programme which provides professional support and a financial boost of approximately £40,000 to up to six winning start-ups from across Europe.

The Unleashed programme, powered by the Purina Accelerator Lab, facilitates collaboration between industry experts and pet tech entrepreneurs to find the next “transformational PetCare product’ or service.

The winning start-ups will reportedly benefit from 24 weeks of support from the Purina team as well as training, learning and networking opportunities, alongside the project funding amount.

Purina said it is looking for up to six “committed and passionate” start-up entrepreneurs with demonstrated “success and knowledge” in the field of nutrition, service, or technology, and who want to develop it further.

Start-ups will be evaluated on the relevance of their idea, the “scalability” and sustainability of their business model.

Previous winner, Rikke Rosenlund, founder of UK based BorrowMyDoggy, said: “It’s been great working with Purina. The Unleashed programme is very well structured and it’s a great experience to work with the whole team.

“During the programme, we have made progress on some of the projects we have been wanting to move forward for some time, especially in terms of developing our B2B business. We have a lot of potential in this area and it is exciting to see how much we can do with Purina in the future, as we share many beliefs.”

Calum Macrae, BEO for Nestle Purina Petcare UK&I, added: “We are incredibly excited to see what year two will bring and would encourage anyone working in a start-up within the pet care sector to submit an application.

“With shared passion, the right resources and by working collaboratively towards solid goals within a specific timeline, we can achieve great results together.”

Entries are required by 31st March 2021.

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