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Dog food firm secures multi-million pound investment
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Dog food firm secures multi-million pound investment


Award-winning Pure Pet Food has raised a multi-million pound investment to accelerate the company’s growth with the company aiming to quadruple in size over the next four years. 


The funds were raised from Mercia's Northern Venture Capital Trust (VCT) Funds and the Northern Powerhouse Investment Fund.


Set up in 2012 by childhood friends Daniel Valdur Eha and Mathew Cockroft, Pure focuses on personalising pet nutrition using only natural ingredients, working with leading vets and nutritionists to offer the very best at every stage of a dog's life. 


Mat said: “The investment will help Pure continue to provide the very best service to our customers, create deeper connections, significantly grow our customer base, offer more personalised health-based products and services, develop and grow our retail proposition with Pets at Home and continue to lead the air-dried pet food market in the UK.”


“We started Pure after seeing pet food full of low-quality ingredients manufactured into highly-processed brown biscuits dominate the market. We knew there was a better way and set out to inspire a healthier world for pets and educate owners on the benefits of feeding simple natural air-dried food.”


Pure takes natural, high-quality ingredients and gently removes the water whilst retaining all the nutrients. All a dog owner has to do is add the water back in. The ingredients aren't highly processed, and there is no need to freeze or refrigerate Pure. 


Pure’s co-founder Dan added: “Our obsession with pet health and technology has meant we've been able to take a truly data-led approach to pet nutrition. Our success is rooted in being able to conveniently offer the most nutritious diet at every stage of a dog's life."


A representative of Mercia said: “We're delighted to support Dan and Mat as they expand Pure Pet Food in the fast-growing pet food sector. With dog ownership and home delivery on the rise and owners generally focusing more on health, Pure is in a real sweet spot and represents the future of pet nutrition.”


Pure's growth has accelerated in the pandemic, with owners opting for the online subscription convenience instead of carrying their heavy dry or wet food home from a retail store. 


The future for Pure, which won Pet Product Innovation of the Year at the PetQuip Awards in 2013, looks bright as the company aims to quadruple in size over the next four years. 


Pure and Mercia were provided legal advice by Square One Law & Gunner Cooke LLP.

The Northern Powerhouse Investment Fund project is supported financially by the European Union using funding from the European Regional Development Fund (ERDF) as part of the European Structural and Investment Funds Growth Programme 2014-2020 and the European Investment Bank. 

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