Best Friend Ventures › Briefing
A weekly roundup of funding, product launches, partnerships, industry trends, regulation, and notable leadership moves across the pet care sector. Curated by Best Friend Ventures from 48 pet-industry sources.
LAUNCH
Purina Pro Plan has unveiled **Pro Plan AdvantEDGE**, a new line of probiotic-powered nutrition formulated for adult and senior dogs and cats. The line is backed by **decades of Purina research** and is designed to deliver functional, science-driven nutrition. The launch represents one of the most significant product introductions from the Nestlé-owned brand this year.
Pet Age — 2026-04-02
LAUNCH · INNOVATION
Benebone is marking Earth Month with the debut of **Benebone Green**, a new line of plant-based dog chews. Alongside the product launch, the brand is expanding awareness of its existing in-house recycling program, reinforcing a sustainability-focused brand positioning heading into Q2.
Pet Age — 2026-04-03
LAUNCH
The Honest Kitchen, a pioneer in **human-grade pet food**, has launched its new **Protein Plus Collection** — a line of high-protein dry dog food recipes designed to support health through thoughtfully sourced, functional ingredients. The launch extends the brand's premium dry food portfolio and targets health-conscious pet owners seeking clean-label nutrition.
Pet Age — 2026-04-02
INNOVATION
The University of Pennsylvania School of Veterinary Medicine has launched a research project — funded by a **NIFA grant** — to study targeted early-life microbiome interventions using a probiotic cocktail in dairy calves. The project aims to assess impacts on calf health, growth, and lifelong productivity, contributing to the broader One Health research agenda.
Feedstuffs — 2026-03-31
PARTNERSHIP
Mission-driven online pet retailer **AnimalWiz.com** has announced a new partnership with **Shepherd Boy Farms**, a family-owned manufacturer known for its farm-to-table, freeze-dried pet food and treats. The collaboration expands AnimalWiz's premium, health-focused product assortment and deepens access to the fast-growing freeze-dried segment.
Pet Age — 2026-04-02
PARTNERSHIP
Kansas-based pet treat brand **GivePet** has partnered with **Shelter Slumber Pawty**, a **24-hour fundraising event** scheduled for **April 18**, to benefit shelter pets. The partnership aligns with GivePet's mission of giving back to animal shelters and reinforces cause-driven brand marketing as a differentiator in the crowded treat category.
Pet Age — 2026-04-02
DATA
New data drawn from more than **71,000 pet insurance claims** shows that pet toxicity incidents are on the rise, with common household substances driving a significant share of emergency veterinary visits. The analysis highlights which toxins most frequently lead to claims, offering actionable insight for veterinary practices and pet product brands focused on safety education.
Veterinary Practice News — 2026-03-31
DATA
A commentary in Veterinary Practice News examines growing client dissatisfaction with veterinary pricing, noting that while pet owners generally don't blame individual veterinarians personally, they are increasingly vocal about the economics of care. The piece reflects broader industry tension around affordability and the long-term sustainability of client trust in veterinary practices.
Veterinary Practice News — 2026-04-01
REGULATION
The **Pet Food Institute (PFI)**, whose members produce the **vast majority of U.S. dog and cat food and treats**, has issued a formal statement expressing concern that EPA biofuel standards could create supply pressure on key pet food ingredients. While supporting American energy security, PFI is urging policymakers to consider downstream impacts on pet food manufacturing and ingredient availability.
Pet Age — 2026-04-01
EXPANSION
Hippo Veterinary Group has completed a **new emergency veterinary hospital in Herriman, Utah**, developed in partnership with commercial real estate firm **EIG14T | 814 CRE**. The opening marks a continued geographic expansion of the group's emergency care footprint in the western United States.
Pet Age — 2026-04-02
EXPANSION
Animal health company **Axiota** has designated **Wamego, Kansas** as its global headquarters, planting its flag in the Kansas City Animal Health Corridor — recognized as home to the **world's largest concentration of animal health assets**. The move signals a strategic commitment to the region's deep industry ecosystem.
Feedstuffs — 2026-04-01
LEADERSHIP
The University of Nebraska-Lincoln has appointed **Ciacci Zanella** to lead its School of Veterinary Medicine and Biomedical Sciences. Her scientific career centers on the **control and eradication of emerging swine viruses** and One Health advocacy — bringing a strong infectious disease and public health perspective to the institution's leadership.
Feedstuffs — 2026-04-02