Percuro Primal Pet Food secures funding from Coventry University

Percuro Primal Pet Food has revealed that it has secured funding from the European Regional Development Fund through the ‘Proof-of-Concept’ programme, which is delivered by Coventry University.

The funding enabled the group to carry out a “full feasibility study” that helped to establish market demand for the product through consumer research among pet owners in the UK and Germany.

Denise Saber, founder, Percuro Primal Pet Food, said: “We came away from the ‘Proof-of-Concept’ research that the team at Coventry University helped us to fund with a clear market that was commercially viable and one that also helped us come up with a narrative.

“We believe that this is innovation at its best because of the positive impact it can have on animal health and life expectancy, and also climate change.”

Martin Lucy, operations and development manager at Coventry University Services, added: “Percuro are developing a novel environmentally aware product and accessing the ‘Proof of Concept’ ERDF funded grant enabled them to undertake the research aspect of the project to better understand the size of the commercial opportunity and the best way forward, reducing the financial risk of their project.”