Purina Pet Care Innovation Prize winners are announced
A veterinary exam assistant driven by artificial intelligence took the grand prize in the 2025 pitch competition that honored 5 startup finalists
Technology company VEA has been named the Grand Prize Winner of the 2025 Purina Pet Care Innovation Prize (PCIP) presented by Nestlé Purina North America. Four additional startup companies were also awarded prizes in the competition that culminated at the 2025 Global Pet Expo in Orlando, Florida.1,2
Photo: Valerii Apetroaiei/Adobe Stock
Based in Alexandria, Virgina, VEA provides services for streamlining veterinary documentation and workflow using artificial intelligence (AI) technology. VEA aims to assist veterinarians with better predicting disease, generating diagnostic plans and supporting nutrition for longevity through its’ intuitive AI-driven platform, according to PCIP and VEA.1,2
Patricia Porter, CEO of VEA, said winning the grand prize is an “incredible honor” and “deeply meaningful” to the company. “We’re not just building technology for the future of vet med—we’re building it for the exam room today. Winning the PCIP validates the urgent need for innovation in veterinary care, and it fuels our mission to elevate every aspect of the clinical experience,” Porter said in a news release.1
The winning pitch earned VEA a total of $50,000 with nondilutive funding and a cash prize. The grand prize winner also receives mentorship from the Pet Care Innovation team from Purina and Active Capital, a partner of Purina’s in the corporate venturing group 9 Square Ventures.
According to Porter, VEA started its’ journey with the goal of bridging gaps in veterinary care with AI-driven innovation. “This recognition reinforces the impact we’re making,” Porter said in a news release.2 “Seeing VEA help veterinarians provide smarter, more efficient and more compassionate care is what drives us every day. We are so grateful for Purina championing innovation in pet health and supporting companies like ours that are shaping the future of veterinary medicine.”
Patrick Mullen, co-lead of 9 Square Ventures group and vice president of strategic planning at Purina, noted that the PCIP judges’ panel saw “immense potential” in VEA. “We are proud to be a part of VEA’s growth journey and look forward to seeing the many ways each of our incredible finalists will continue to grow, innovate and make their mark on the pet care industry,” Mullen said in a news release.2
Four PCIP competition finalists received $25,000 each as well as mentorship from Purina and Active Capital. These finalists also have the opportunity to participate in an accelerator boot camp at the Purina headquarters in St Lousi, Missouri. These 4 finalists include the following companies2:
- Maven: This New York-based company created a health sensor that can continuously monitor the wellbeing of patients and provide early identification of clinically relevant changes. The technology allows pet owners and veterinary teams to treat patients more effectively through earlier diagnosis of health concerns.
- Ten Lives: A startup based in San Francisco, California, it produces clean animal protein for felines. Ten Lives uses microbes to develop protein converted from sugar, and made without animals. This protein is the same that’s found naturally in animals such as rabbit, fish and lamb, according to PCIP.
- ShopDot Pet: Businesses that provide pet services can collaborate with industry brands for the benefit of selling more products through ShopDot Pet, based in Missoula, Montana. The platform is affording animal care professionals including groomers, trainers and veterinarians the ability to sell essential items without inventory and shipping costs and, thus, generate more revenue.
- Yak9 Chews: This company in Austin, Texas, offers all-natural, long-lasting canine cheese chew. According to PCIP, these chews are made with simple, ethically sourced ingredients.
In its’ ninth year, the PCIP provides support to early-stage companies that are working to advance pet care through innovation. Candidates include products and services providing meaningful solutions in pet health and wellness, services, technology, food, and litter.2
Finalists, including VEA, were selected from hundreds of applicants.1 “Each year, this collaboration with forward-thinking startups like VEA and our impressive 2025 cohort inspires us to push harder every day to find new ways to enrich the lives of pets and their people,” Mullen said.2
“Being part of this year’s PCIP cohort has been nothing short of transformative,” Porter said.1 “We’re incredibly grateful to Purina for championing innovation in this space and for creating a communitywherefounderscanlearn,grow,andcollaborate.Thebestisyettocome—andwe’re just getting started.”
References
- Veterinary Tech Startup VEA Wins Grand Prize in 2025 Purina Pet Care Innovation Prize. News release. VEA. March 31, 2025.
- VEA wins grand prize as annual pitch competition to secure 2025 Purina Pe Care Innovation Prize. March 27, 2025. Accessed April 2, 2025. https://petcareinnovation.net/vea-wins-grand-prize-at-annual-pitch-competition-to-secure-2025-purina-pet-care-innovation-prize/
