Innovation & Technology
Mars Seeks Innovators to Reduce the Footprint of Pet Food

The Next-Generation Pet Food Program aims to scale sustainable innovations for the pet food value chain, with a focus on sustainable proteins and fats.

Published 2 weeks ago | About a 2 minute read

Image: Hyun Kim

Mars Petcare, in partnership with Big Idea Ventures — a global investment leader in the food-tech, agri-tech and materials-science sectors — has launched the Next-Generation Pet Food Program.

The pilot initiative — in collaboration with AAK, a multi-oil ingredient house specializing in plant-based oils and fats, and Bühler — a global technology partner for the food, feed and mobility industries — aims to engage with the startup ecosystem to develop more sustainable innovation in pet food, with a focus on startups working on sustainable proteins and fats that can help reduce carbon emissions in pet food production. This includes novel ingredients and next-generation processing technologies, such as upcycling food waste and innovative extraction methods.

“This initiative aims to highlight the exciting opportunity for developing sustainable pet food products,” said Andrew D. Ive, Founder and Managing General Partner of Big Idea Ventures. “It represents a significant step forward in fostering innovative, eco-friendly solutions within the pet food industry.”

“At Mars Petcare, our purpose is: a better world for pets. This program aligns perfectly with our commitment to sustainability and innovation, and we are excited to collaborate with startups that share our vision,” said Elise Malandain, VP of R&D at Mars Petcare.

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The Next-Generation Pet Food Program launches on the heels of Mars’ selection of its inaugural cohort of Unreasonable Food startups — 15 purpose-led, growth-stage ventures chosen for their potential to drive impact at scale across the human food value chain. For the Pet Food Program, startups will be chosen based on their innovative solutions, production volume capability, potential to reduce the carbon footprint of pet food products, and willingness to collaborate with partners. Selected startups will present their innovations at the Singapore International AgriFood Week (November 18-22). While Asia Pacific-based startups are preferred, since the event will be held in Singapore, companies from all geographies are encouraged to apply.

Human food startups eager to innovate in the sustainable pet food space are also encouraged to apply.

“Ensuring a sustainable source of pet nutrition requires new ideas, technologies and innovative practices,” said Bühler CTO Dr Ian Roberts. “Collaborative innovation between industry leaders like Mars Petcare and Big Idea Ventures attracts startups from both within and beyond the pet care sector, supporting them in scaling their solutions to enhance the sustainability of pet nutrition. We are eager to see the innovative solutions that will emerge from this program!”

For more information, visit bigideaventures.com/petfoodprogram. Interested startups can apply until September 10, 2024.