Pet Age

Nestle Purina Buys Petfinder

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Nestle Purina PetCare Company signed a purchase agreement to buy Petfinder, the largest on-line pet adoption website, from Discovery Communications LLC.

This is Nestle’s first major acquisition of a digital property, and will allow them to broaden their support for pet welfare organizations and strengthen its role as a leading provider of on-line pet-related information, the company said in a press release.

The transaction is expected to be completed in July. Other details of the transaction, including the acquisition price, were not disclosed, citing confidentiality.

“Petfinder is the on-line leader in linking prospective adopters with adoptable pets, and a resource for pet owners’ life-long relationship with their pets,” Joe Sivewright, president, North American Pet Food, Nestle Purina PetCare Company, said. “We value Petfinder’s existing framework, which is fully aligned with our commitment to pet welfare organizations and our belief that pets and people are better together. We plan to strengthen that solid framework with our extensive nutritional expertise and vast knowledge of pet welfare.”

Petfinder has been a leader in the animal welfare movement, culminating in more than 22 million adoptions since the site’s founding in 1996. Since that time, the company has expanded its services beyond connecting prospective adopters with adoptable pets, such as re-adoption research and pet care resources.

“Discovery has been a proud owner of Petfinder, and we are extremely supportive of its animal welfare mission,” JB Perrette, chief digital officer, Discovery Communications, said. “As we have re-focused our ad-supported digital mission on being the number one non-fiction video/media company across all screens, we were eager to find a great new home for this unique company. We are confident that Nestle Purina is a noble steward of the Petfinder mission and will further fuel the company’s growth. Discovery looks forward to continuing our relationship with Petfinder through support of the Petfinder Foundation and through our valued advertiser relationship with Nestle Purina.”

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