Big Pet Feed’s Direct and Indirect Purchases – Truth about Pet Food

Mars Petcare purchased two pet food manufacturers in 2022; NomNom in January 2022 and Champion Pet Food in November 2022. Earlier this month (April 2023) Mars made another purchase, Heska Veterinary Diagnostics.

Mars currently owns the following pet care businesses:

But Mars Petcare also has an indirect way to invest in more pet food/pet businesses. Mars Petcare created the “Companion Fund” – an investment company specific to the pet products industry. The Companion Fund website states: “We are a team of investors, entrepreneurs, scientists, pet care professionals and passionate pet owners. At Companion Fund, we invest in a better world for pets.” This ‘team of investors, entrepreneurs, scientists, pet care professionals and passionate pet owners’ are all part of Mars Petcare – Mars owns Companion Fund.

According to Digiday.com (an online trade magazine):

“Mars is looking to cement itself as
one of the largest and most influential
venture investors in the pet care industry.”

Here is the list of companies that Mars Petcare’s Companion Fund has already invested in:

Leap – “pet specific startup accelerator”
Companion – “learning experiences for dogs”
Napo – “pet insurance”
Made by Nacho – “chef approved cat food”
MollyBox – “ecommerce platform for pet owners in China”
MySimplePetLab – “at home vet diagnostics”
Native Pet – “functional nutrition”
Pawp – “the most human pet brand” – online veterinary virtual care
Pet Medix – “antibody-based therapeutics”
Rejuvenate Bio – “gene therapies”
RiverDog – “daycare, crate-free boarding”
ScoutBio – “therapies for major chronic pet health conditions”
Scratchpay – “simple payment solutions to get pets the medical care they need”
Smalls – “direct to consumer cat food”
Tailwise – “first step in responsible dog ownership”
TellTail – “community for trusted breeders”
Vedi – “automated medical record technology”

Unfortunately, Mars Pet Care is not the only feed manufacturer that is investing in smaller pet businesses. General Mills – owner of Blue Buffalo pet food brand – is also investing.

General Mills has an investment company of their own – Gold Medal Ventures. General Mills has invested in the following pet businesses:

Smalls Cat Food (which Mars invested in too) and Pet Plate.

Purina does things a little differently. Purina offers prize money for new companies under their “Pet Care Innovation” brand. The Pet Care Innovation website states: “The PCI Prize is awarded to early-stage companies that are defining the future of pet care through novel products or services that provide meaningful solutions.”

Winners of Purina’s Pet Care Innovation prize money do not sell part of their business to Purina, but they are offered to join Purina’s network to receive business coaching (and perhaps future investments). These are the companies that Purina states are winners of Pet Care Innovation prize money (we do not know how involved Purina is in any brand):

The sad news for pet owners, is that big industry is paying close attention to what products we are buying for our pets and trying their best to get involved in those companies.

Because of this, it is important for pet owners to ask every company we trust our pet’s lives with (from your veterinarian to your pet’s food) who has invested in their business (or with veterinary services – asking your vet if they use partner services owned by Big Pet Food/Feed).

Support the pet businesses that align with your personal beliefs.

Note: Smalls Pet Food was a brand that was included in the 2023 List. It has been removed due to the investment from Mars Petcare and General Mills.

A Pup Above was a brand that was included in the 2023 List. It has been removed (but may be reinstated). The owner of the company assures us that Purina did not invest in their company/has no influence over their company, they only received prize money from the Pet Care Innovation program.

Wishing you and your pet(s) the best,

Susan Thixton
Pet Food Safety Advocate
Author Buyer Beware, Co-Author Dinner PAWsible
TruthaboutPetFood.com
Association for Truth in Pet Food

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What’s in Your Pet’s Food?
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The 2023 List
Susan’s List of trusted pet foods. Click Here to learn more.