Award-winning Pure Pet Food has raised a multi-million pound investment to accelerate the company’s growth, with the company aiming to quadruple its size over the next four years.
The funds were raised from the funds of the Northern Venture Capital Trust (VCT) of Mercia and the Northern Powerhouse Investment Fund.
Founded in 2012 by childhood friends Daniel Valdur Eha and Mathew Cockroft, Pure focuses on personalizing animal nutrition using only natural ingredients, working with leading vets and nutritionists to deliver the best to every stage of a dog’s life.
Mat said, “This investment will help Pure to continue to provide the best service to its customers, to create deeper connections, to significantly develop our customer base, to offer more personalized health products and services, to develop and grow our retail offer with Pets at Home. and continue to dominate the UK air dried feed market. “
“We started Pure after seeing pet foods filled with low-quality ingredients made from highly processed brown cookies dominate the market. We knew there was a better way and decided to inspire a healthier world for pets and educate owners on the benefits of giving simple, natural air-dried foods.
Pure takes high quality natural ingredients and gently removes water while retaining all the nutrients. All a dog owner has to do is add more water. The ingredients are not highly processed and there is no need to freeze or refrigerate Pure.
Pure co-founder Dan added, “Our obsession with pet health and technology has enabled us to take a truly data-driven approach to pet nutrition. Our success is based on our ability to provide the most nutritious diet at every stage of a dog’s life. “
A representative from Mercia said, “We are delighted to support Dan and Mat as they develop Pure Pet Food in the fast growing pet food industry. With the growing number of dog owners and door-to-door deliveries and owners generally focusing more on health, Pure is in a great place and represents the future of pet nutrition. “
Pure’s growth accelerated during the pandemic, with owners opting for the convenience of the online subscription instead of hauling their heavy, dry or wet foods home from a retail store.
The future of Pure, which won Pet Product Innovation of the Year at the PetQuip Awards in 2013, looks bright as the company aims to quadruple its size over the next four years. .
Pure and Mercia received legal advice from Square One Law & Gunner Cooke LLP.
The Northern Powerhouse Investment Fund project is financially supported by the European Union with funding from the European Regional Development Fund (ERDF) as part of the 2014-2020 European Structural and Investment Funds growth program and of the European Investment Bank.