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.
FUNDING
The Pet Food Institute (PFI), whose members produce the vast majority of U.S. dog and cat food and treats, has been awarded **$725,000** through the USDA's America First Trade Promotion Program. The funding, part of a broader **$2027 awardee announcement** covering 55 organizations, is intended to help PFI expand export markets for American pet food products globally.
Pet Age / Feedstuffs — 2026-04-17
LAUNCH
Vital Pet Life has debuted its 'Only Salmon Oil for Dogs & Cats,' becoming the **first ASC-certified and ASC-labeled pet supplement** in the U.S. market. The product is now available on shelves at **over 1,600 Walmart stores** nationwide, representing a significant sustainability milestone for the pet supplement category as the Aquaculture Stewardship Council (ASC) certification signals responsible sourcing standards.
Pet Age — 2026-04-17
LAUNCH · INNOVATION
Halo Collar has unveiled **Precision+**, a next-generation positioning system integrated into the Halo Collar 5, delivering superior GPS accuracy for pet containment and safety. The upgrade is available to both new customers and **existing Halo Collar users**, reflecting the company's commitment to backward compatibility and its position as the leading GPS containment system for dogs.
Pet Age — 2026-04-16
LAUNCH · INNOVATION
Pet GPS leader Tractive has launched two updated health tracking devices: the **Dog 6 XL** and **CAT 6 Mini**. Both devices feature enhanced behavioral monitoring capabilities, building on Tractive's existing GPS tracking platform to deliver deeper pet health insights for dog and cat owners.
Pet Gazette — 2026-04-15
LAUNCH
Purina Pro Plan has introduced its new **AdvantEDGE** nutrition line, targeting digestive health and senior wellness for both dogs and cats. The launch reflects growing consumer and veterinary demand for life-stage and condition-specific pet nutrition solutions, a segment that continues to outpace general pet food growth.
Pet Gazette — 2026-04-13
LAUNCH · INNOVATION
International Flavors & Fragrances (IFF) has launched **PureStrong**, a new dog probiotic formulated from a **single strain of Limosilactobacillus reuteri** — a bacteria native to the canine microbiome. The science-backed formulation highlights a trend toward precision microbiome health products in the pet supplement space, differentiating from multi-strain blends through species-specific targeting.
Pet Gazette — 2026-04-14
LAUNCH · INNOVATION
London-based The Paws Lab has introduced a new line of antimicrobial tear stain wipes for pets, utilizing proprietary **SilverTi+ technology**. The product targets a common grooming and hygiene concern for dog and cat owners, leveraging silver-based antimicrobial chemistry to address the root bacterial causes of tear staining.
Pet Gazette — 2026-04-15
PARTNERSHIP
The Farmer's Dog has officially launched its human-grade dog meals on Walmart.com, marking the brand's entry into one of the largest U.S. retail platforms. The partnership significantly expands The Farmer's Dog's retail footprint beyond its direct-to-consumer roots, giving Walmart shoppers access to fresh, human-grade pet food for the first time through the retailer's website.
Pet Age — 2026-04-15
ACQUISITION
UK-based pet and aquatic products distributor Pedigree Wholesale has announced plans to **merge its distribution center operations** into its wider national hub network following a thorough operational review. The consolidation signals a strategic push to improve supply chain efficiency amid broader pressures on UK wholesale distribution.
Pet Gazette — 2026-04-16
PARTNERSHIP
Petsense by Tractor Supply, a wholly owned subsidiary of Tractor Supply Company, announced a partnership with local animal shelters to host its **semi-annual Adoptathon** at stores nationwide on **April 18, 2026**. The event underscores the retailer's community engagement strategy and its role in supporting pet adoption across its national store footprint.
Pet Age — 2026-04-15
DATA
The **2026 Pet Parasite Forecast**, released by the Companion Animal Parasite Council (CAPC), projects an **expansion of vector-borne disease risk** across new geographic regions of the United States. The forecast is designed to help veterinarians anticipate regional disease trends and guide prevention and diagnostic strategies, with implications for parasite control product demand and veterinary protocol planning.
Veterinary Practice News — 2026-04-13
DATA
The American Kennel Club (AKC) has published its latest breed registration statistics, revealing the **Norwegian Lundehund** as the rarest dog breed in the United States. The data provides insight into breed popularity trends and has implications for specialty breeders, breed-specific product developers, and niche pet care businesses targeting rare breed owners.
Pet Age — 2026-04-15
INNOVATION
A new feature in Veterinary Practice News explores how **artificial intelligence** is being increasingly integrated as a functional 'team member' within veterinary practices, enhancing patient care quality, team engagement, and client communication. The piece reflects a broader industry conversation about the role of AI-driven tools in addressing veterinary workforce pressures and improving clinical outcomes.
Veterinary Practice News — 2026-04-13
REGULATION
The Ornamental Aquatic Trade Association (OATA) has issued a **joint letter** challenging current UK wildlife trade regulations, calling for the **deregulation of CITES requirements** that the organization argues are placing an undue burden on small businesses in the ornamental fish and aquatic trade. The call for reform highlights ongoing post-Brexit regulatory friction affecting UK pet trade operators.
Pet Gazette — 2026-04-16
REGULATION
The USDA is moving to a **new equine import model health certificate**, with notable changes including the **removal of FMD pre-export cleaning and decontamination requirements** and the addition of **African Horse Sickness (AHS) mitigations**. The regulatory update has implications for horse importers, equine veterinarians, and international equine trade logistics.
Feedstuffs — 2026-04-15
EXPANSION
Wellness-focused dog grooming franchise Sparkle Grooming Co. has surpassed **500 franchise licenses** awarded to regional developers, with **more than 20 locations** currently in development nationwide. The company is expanding into **Tennessee and South Florida**, marking continued aggressive geographic growth for the brand as it redefines routine pet grooming around a wellness-oriented model.
Pet Age — 2026-04-15
EXPANSION
UK pet retailer Jollyes Pets has identified **160 potential new store locations** as part of an ambitious expansion programme. The rollout is being managed by **Edgerley Simpson Howe** in England and Wales and **Savills** in Scotland, signaling a structured, professionally managed growth strategy that could significantly increase the brand's national retail presence.
Pet Gazette — 2026-04-14
LEADERSHIP
NaturVet, a leading pet supplement brand with **over 30 years** in the industry, has appointed **Kristy Murphy** as its new Chief Revenue Officer. Murphy will lead the company's commercial strategy and drive growth initiatives across the brand's full product portfolio, as NaturVet looks to strengthen its competitive position in the fast-growing pet health and wellness supplement market.
Pet Age — 2026-04-16
LEADERSHIP
Ceva Animal Health has announced a significant leadership transition: **Sébastien Huron** has been appointed Deputy Chief Executive, while founder **Marc Prikazsky** moves into the role of Executive Chairman. The restructuring signals a planned leadership evolution at one of the global animal health industry's major players.
Pet Gazette — 2026-04-10
EXPANSION
Asher House Wellness, the pet wellness brand founded by animal rescuer **Lee Asher**, has rebranded as **Lillie&Lee**. The new name honors Asher and his first St. Bernard, Lillie, whose legacy continues to shape the brand's identity and mission. The rebrand represents a strategic repositioning of the brand's story and visual identity going forward.
Pet Age — 2026-04-15
EXPANSION
Kavee, known for its welfare-led small pet products, has unveiled a **new brand identity and creative direction**, evolving from a specialist welfare-focused supplier into a **lifestyle-driven small pet brand**. The repositioning reflects a broader industry trend of premiumization and lifestyle branding entering the small animal category, which has historically been underserved compared to dogs and cats.
Pet Gazette — 2026-04-16