Purina has selected five US-based startups as winners of the 2025 Pet Care Innovation Prize. Chosen from nearly 150 applicants, the winners will receive US$25,000 each and mentorship from Purina and Active Capital to support growth in the global pet care market.
The winners are VEA, an AI-driven platform for veterinary care; Maven, a health sensor for pets; Ten Lives, which produces animal proteins for cats via fermentation; ShopDot Pet, a platform for local pet care providers; and Yak9 Chews, which makes all-natural cheese chews for dogs.
The startups will also join an accelerator program at Purina’s headquarters in St. Louis, Missouri, and compete for an additional US$25,000 grand prize at the Global Pet Expo in March 2025.
The Pet Care Innovation Prize, created by Purina’s 9 Square Ventures group, supports early-stage companies developing innovative pet care solutions.