Purina Awards Because Animals Grand Prize for 2020 Pet Care Innovation Prize

After pitching the startup to an audience of investors, retailers and Purina pet care leaders at Global Pet Expo, Because Animals was awarded the 2020 Pet Care Innovation Prize.

The Philadelphia-based startup is a biotech company creating nutritious pet food without harming animals with cultured ingredients such as probiotics, nutritional yeast and cultured meat. As the 2020 Pet Care Innovation Prize winner, Because Animals is expected to receive a cash prize and mentorship from Purina.

“Two years ago, we came to Global Pet Expo and could barely get a meeting. This year, we’re Pet Care Innovation Grand Prize winners,” said Shannon Falconer, CEO of Because Animals. “It’s been quite a journey, and we have Purina to thank for all the help along the way.”

Although Because Animals earned the title of grand prize winner, the rest of the Pet Care Innovation Prize Class of 2020 won as well, receiving cash and a weeklong boot camp accelerator experience from Purina earlier this year. Each startup focuses on improving the health and wellness of pets. The other 2020 winners are: 

• Berkley, California-based PetHospice, which provides comfort and care to pets and their families when the end of life nears. Their full-service support includes in-home hospice and palliative care, euthanasia, telehealth services, grief counseling, free education and an online community.
• Minneapolis-based TEEF! By Primal Health, LLC is a companion animal dental care product line made using Protektin42, their canine-specific formulation that contains highly pure, human grade ingredients in powder form that can be added to a dog’s drinking water.
• Lacuna Diagnostics in Fort Collins, Colorado is diagnosing cancer and infections at the speed of digital.
• NewRoad Foods in San Juan Capistrano is a canine nutrition company specializing in human grade kibble made from scratch, baked to order and delivered fresh each month.

“The Pet Care Innovation Prize is Purina’s way of supporting pet care entrepreneurs in the industry that our founder helped create,” said Bill Broun, Co-Lead of Purina’s 9 Square Ventures Division and VP of Personalization and Business Development at Purina. “We congratulate Because Animals and all of the 2020 winners who share our passion for pets and commitment to their health and wellness.”