Mars Petcare has launched a new coalition to drive innovation in pet healthcare and nutrition.
The coalition, known as Kinship, is intended to bring together leading innovators and experts from the fields of science, technology, medicine, and, of course, pet care to create better futures for pets. By leveraging new discoveries in areas like microbiomics and genetics as well as new technologies and approaches such as machine learning and big data analysis, Mars hopes to improve the effectiveness and accessibility of pet health and pet nutrition.
“We’re excited about our new global division, Kinship, becoming a unique collaboration platform for entrepreneurs and innovators to create new products and services that deliver on our Purpose: A Better World for Pets. There are extraordinary opportunities in data, science and connected technology. Match them with the expansive reach, resources and core capabilities of a global industry leader like Mars, and together we can create a powerful force for transforming pet care.”
— Poul Weihrauch, President, Mars Petcare
The Kinship initiative offers several forms of financial support for startups in the pet space. Among them are a recurring pitch event with a $15,000 cash prize, an incubator program, and a dedicated investment fund of $100 million. Between them, these programs are intended to support innovation and the development of new startups from the concept and pre-seed phases to the growth phase.