Who are the 5 pet start-ups that Purina awarded with $125,000?

Purina has announced the 5 US-based finalists in the ninth annual Pet Care Innovation (PCI) Prize. To support their growth in the pet care industry, each will receive $25,000 (€24.3K) and mentorship from Purina’s Pet Care Innovation team and Active Capital.

“At Purina, our commitment to enriching the lives of pets and their people is strengthened through collaboration with innovative startups, such as the incredible cohort of this year’s Pet Care Innovation Prize finalists,” states Patrick Mullen, Co-Lead of Purina’s 9 Square Ventures Group and Vice President of Strategic Planning.

These start-ups were selected from nearly 150 applicants and represent various sectors within the pet care market through novel products or services in pet health and wellness, services, technology, food, treats and litter.

Winner snapshot

VEA’s work in operational efficiency and pet health outcomes contributed to its recognition as a winner of the PCI Prize. The company notes, “This incredible recognition highlights the transformative power of innovation in enhancing the lives of our furry companions.”

Short for Veterinarian Exam Assistant, its AI-driven platform improves veterinary care by predicting diseases, generating diagnostic plans and supporting nutrition. It also aims to streamline workflows and reduce documentation tasks so veterinary staff can focus on patient care.

Maven is a health sensor that continuously monitors pets’ well-being, identifying early, clinically relevant changes. This enables pet owners and veterinary teams to diagnose and treat issues sooner. The company’s proactive approach to health monitoring made it a prize winner.

Ten Lives’ role in developing clean, animal-free protein for cats was key in the company’s selection for the PCI award. By using microbes to convert sugar into proteins similar to those naturally found in prey, their process offers a sustainable and ethical alternative to traditional animal-based proteins.

ShopDot Pet’s platform enables local pet care providers, such as groomers, trainers and veterinarians, to generate additional revenue by selling pet essentials without inventory or shipping costs. This innovative business model was a driving factor behind ShopDot Pet’s recognition. The company congratulated its founder, Michelle Huie, on LinkedIn for being a finalist.

With a focus on simple, ethically sourced ingredients, Yak9 Chews received the PCI Prize for creating all-natural, long-lasting cheese chews for dogs. Their commitment to providing healthy, durable chew options emphasizes pet health and sustainability.

Prize recap

In addition to the initial prize money, the PCI Prize finalists will participate in an accelerator boot camp at Purina’s headquarters in St. Louis, Missouri, with pet experts and industry influencers.

The 5 finalists will compete in March for an additional $25,000 (€24.3K) grand prize at a pitch competition at the Global Pet Expo, an annual trade show presented by the American Pet Products Association (APPA) and the Pet Industry Distributors Association (PIDA).

Last year’s PCI Prize winners included Swiftpaws, known for its American-made lure-coursing kits; BestyBnB, which provides foster care for pets in crisis; Arch Pet Food, a company offering sustainable, allergen-friendly pet food with alternative proteins; Ryercat, recognized for its cat-specific dental care products; and VetChip, which develops technology to enhance pet health monitoring for quicker diagnosis and treatment.