Purina names 2021 Pet Care Innovation Prize recipients

This year’s winners will each receive $10,000, mentorship, and an opportunity to participate in a virtual accelerator bootcamp and present their businesses at a virtual pitch competition in March.

More about the winners

ClueJay is a Denver-based online diagnostic platform that allows pet owners to access lab tests on demand.

Kitty Sift is a Minnesota-based company that creates a sustainable alternative to the traditional plastic litterbox.

A Pup Above is an Austin-based fresh dog-food company that uses 100% human-grade ingredients to prepare their meat sous-vide, a cooking style that makes meat extra tender while preserving the nutrients.

Mella Pet Care is a Chicago-based startup that builds technological diagnostic products for veterinarians and clients to track pet health.

VetGuardian is a Florida-based company that offers the only zero-touch remote telemonitor for veterinarians.

Purina recently announced the winners of the 2021 annual Pet Care Innovation Prize. This annual award, which is a collaborative effort of Purina’s 9 Square Ventures group and investing leaders Active Capital, is designed to support and connect with early-stage pet care startups that are currently in the market with an innovative business that addresses various pet and pet owner needs.

This year, the prize went to 5 diverse pet care startups across the US: ClueJay, Kitty Sift, A Pup Above, Mella Pet Care, and VetGuardian. These 5 winners beat out more than 100 companies from 43 international cities. Each startup will receive $10,000, mentorship from the pet care innovation team, and an opportunity to participate in a virtual accelerator bootcamp featuring pet experts across Purina and the industry.

“Purina is committed to supporting early-stage pet care startups,” says Blair Morgan, co-lead of Purina’s 9 Square Venture group and VP of strategy and innovation, in a company release. “Our culture thrives on collaboration and mentorship, and by extending that outside of our walls to startups who share our passion for enriching the lives of pets, we are able to both help and be inspired by a new generation of entrepreneurs.”

All 5 winners will also get the opportunity to present their businesses at an upcoming virtual pitch competition in March to an audience of industry influencers and investors. A grand prize winner will also be selected and will receive an additional $10,000 and an opportunity to partner with Purina on a project.

For more information, go here.