Purina has opened applications for its 2027 Pet Care Innovation Prize, offering early-stage pet care companies up to $50,000 in non-dilutive funding, industry mentorship, and accelerator training through October 6, 2026.
- Five selected startups receive $25,000 each in non-dilutive funding plus mentorship from Purina and Active Capital leaders
- Finalists participate in accelerator boot camp at Purina's St. Louis headquarters and compete for an additional $25,000 grand prize
- Live pitch competition takes place at Global Pet Expo in Orlando, Florida in March 2027
- Since 2016, Purina has awarded over $1 million to early-stage pet companies in health, wellness, nutrition, sustainability, technology and enrichment
- Application deadline: October 6, 2026 at PetCareInnovation.net
The Pet Care Innovation Prize powered by Purina has opened applications for its 2027 competition. Early-stage companies developing new products or services for the pet care industry can apply through Oct. 6, 2026, at PetCareInnovation.net.
Each year, Purina and investment partner Active Capital select five pet-focused startups to each receive $25,000 in non-dilutive funding, along with mentorship from pet care industry leaders at Purina and Active Capital. The five finalists will participate in an accelerator boot camp at Purina's headquarters in St. Louis and compete for an additional $25,000 grand prize at a live pitch competition at Global Pet Expo in Orlando, Florida, U.S. in March 2027.
"At Purina, we know elements of the future of pet care will be shaped by entrepreneurs who see opportunities to solve new challenges and meet the evolving needs of pets and their people," said Patrick Mullen, co-lead of Purina's 9 Square Ventures group and vice president of strategic planning at Purina. "The Pet Care Innovation Prize gives us an opportunity to support these entrepreneurs with more than funding. Through mentorship, access to industry expertise and shared connections, we can help promising startups take their ideas to the next level."
Selected startups will get access to Purina leaders and subject matter experts in science, nutrition, research and development, marketing and business strategy. The program also connects entrepreneurs with the broader pet care industry through Active Capital and other partners.
Purina and Active Capital created the Pet Care Innovation Prize in 2016. Since then, Purina has awarded more than $1 million in non-dilutive funding to early-stage companies in areas including pet health and wellness, nutrition, sustainability, technology and enrichment.
PetPax Co. won the 2026 Pet Care Innovation Prize grand prize. The company, founded by two dog dads in Boston, makes SupplaMelts, an oral thin-film supplement product for dogs that uses a fast-dissolving delivery method.
"Winning the 2026 Pet Care Innovation Prize was a meaningful milestone for PetPax Co. and gave us valuable validation at an important stage in our growth," said Anthony Gatti, CEO and co-founder of PetPax Co. "The mentorship, connections and continued support from Purina and Active Capital have helped us build momentum as we expand SupplaMelts and work to make everyday wellness easier for more dogs and their people. Specifically, it has enabled us to expand into the feline category. We're grateful to be part of a community that is invested in helping the next generation of pet care companies grow."
Other past Pet Care Innovation Prize participants have gone on to scale their businesses, secure additional funding and reach new customers through retailers and pet care channels, noted Purina.
