Canadian pet industry entrepreneurs invited to October Pets Canada Industry Show reception to learn more about the Pet Care Innovation Prize, which is managed by Active Capital and powered by Purina
OTTAWA, ON, September 16, 2026 – Active Capital, strategic partner of the Pet Care Innovation Prize powered by Purina, is joining Pets Canada, strengthening its connection to the Canadian pet care community and creating new opportunities to engage with entrepreneurs shaping the future of pet care.
As part of the partnership, Active Capital will sponsor a reception at the upcoming Pets Canada Industry Show in Toronto on October 7 at 5:30 p.m., bringing together pet industry leaders, businesses and entrepreneurs from across the country. The event will provide an opportunity to connect with Canada's growing innovation community and introduce eligible startups to the Pet Care Innovation Prize, which is powered by Purina and currently accepting applications for its 2027 competition.
“We’re excited to deepen our connection to Canada’s pet care community and meet the entrepreneurs who are building what’s next for pets and their families,” said Jay DeLong at Active Capital. “Through our partnership with Purina on the Pet Care Innovation Prize, we’ve seen firsthand the ideas and energy that emerging companies can bring to the industry. We look forward to connecting with more Canadian founders and helping them access the resources, expertise and community they need to grow.”
Discovering Canada’s Pet Care Innovators
The Pet Care Innovation Prize was created by Purina and Active Capital in 2016 to support early-stage companies developing innovative products and services for the pet care industry. Each year, five pet-focused startups receive $25,000 each in non-dilutive funding, along with mentorship from leaders at Purina and Active Capital. The five finalist startups will also participate in an accelerator boot camp at Purina's headquarters in St. Louis and compete for an additional $25,000 grand prize at a live pitch competition in Orlando in March 2027.
Since 2016, Purina and Active Capital have awarded more than $1 million in non-dilutive funding to early-stage companies working to advance pet care. The program has supported startups across areas including pet health and wellness, nutrition, sustainability, technology and enrichment.
Canadian entrepreneurs have already made their mark on the program, with multiple Canadian companies among past participants and winners, including Because Animals, a previous Grand Prize winner.
Applications for the 2027 Pet Care Innovation Prize are open to early-stage companies developing novel products or services across the pet care industry. Canadian startups are encouraged to apply online by October 6, 2026.[LW1]
Investing in What's Next
The pet care industry continues to evolve as pet parents seek new solutions to support the health, wellness and quality of life of their pets. The Pet Care Innovation Prize is designed to help entrepreneurs navigate that evolution by providing resources, expertise and connections at a critical stage of their growth. By becoming a Pets Canada member, Active Capital hopes to expands the Pet Care Innovation Prize Network across North America, building on its commitment to supporting entrepreneurs and strengthening the broader pet care innovation ecosystem.
By connecting with the Canadian pet care community through Pets Canada, Active Capital hopes to uncover new ideas and entrepreneurs who could help shape the next generation of pet care. It also offers entrepreneurs learning opportunities and resourcing, including free online conferences for fast growing founders, like the PetCare Innovation Conference held on September 17.
For more information about the Pet Care Innovation Prize powered by Purina and to apply, visit PetCareInnovation.net.
About Active Capital:
Active Capital is a U.S.-based impact investing leader, helping startups and investors come together to grow innovative products and initiatives. Active Capital manages the Pet Care Innovation Prize.
About Pets Canada
Pets Canada is a not-for-profit pet industry association representing Canadian pet businesses. Since 1998, Pets Canada has worked to strengthen the pet sector, support pet families, and advocate for effective legislation that promotes animal welfare and responsible pet ownership. Pets Canada is proud to represent an industry driven by care, responsibility, and a shared commitment to the well-being of pets.
MEDIA INQUIRIES:
Active Capital
Jay De Long
jay@activecapital.org