Purina’s pet care accelerator Unleashed expands search to find innovative pet startups  - Veterinary Practice
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Purina’s pet care accelerator Unleashed expands search to find innovative pet startups 

Purina has announced its applications are open for the fifth edition of its acclaimed accelerator programme, Unleashed, which looks for innovative sector partnerships to disrupt the pet-care ecosystem

Purina, a global leading pet care company, is inviting pet care businesses from across the world to be a part of the next generation of pet care innovation, by applying to its fifth iteration of Unleashed. 

Applications are now open and, for the first time ever, Unleashed is extending its reach to new countries: Brazil and Mexico.

From Europe to Asia, Oceania and Africa (AOA) and now to Latin America, Unleashed will continue to help and grow pet care startups across the world. 

Powered by the Purina Accelerator Lab, the programme identifies and supports innovative startups, leveraging disruptive technology to improve the lives of pets and the people who love them. 

Unleashed has committed to accelerating up to 10 more startups using state-of-the-art and tested growth hacking and experiment techniques in 2024.

Dedicated coaches will guide and mentor the selected startups, providing invaluable expertise and support. 

Next year marks the fifth anniversary of the Unleashed program, which has already successfully accelerated 25 startups and delivered impactful solutions for pet owners worldwide.

With more than 800 applications from 50 countries, there have been numerous success stories from the programme.  

Previously backed entrepreneurs include:

  • BookMyPet: a Dubai-based website that connects pet parents to local service providers
  • Breedera: a UK based platform which holds essential breeding records, health history and buyer information in one easy to access place
  • LampoVet: an Italian company that operates a cutting-edge telemedicine portal, providing comprehensive gut microbiome analysis, personalised nutrition plans and specialised veterinary support for both cats and dogs

Kim Bill, head of Purina’s Accelerator Lab, said: “This year, we have expanded our reach and made Unleashed even more inclusive, opening applications to startups in Brazil and Mexico, to allow more opportunities for growth.  

“It’s great to see Unleashed bring together a network of entrepreneurs leading innovation in the pet care sector, helping us nurture, support and guide startups towards their business objectives.” 

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