West Yorkshire-based Pure Pet Food is an online direct to consumer manufacture of natural health food for dogs and cats. Its mission is to provide pets with customised, healthy, convenient pet food through differentiated air dried or dehydrated recipes.

Mercia’s Northern VCTs invested an initial £2.0 million to support co-founders Matthew Cockroft and Daniel Valdur Eha develop a more personalised offering. The appointment of an in-house teaching technology team to build a bespoke customer-facing platform allows the acquisition of data to enable intelligent marketing and customised recipes for improved customer retention.

Pure Pet Food’s growth has accelerated during the pandemic with pet owners opting for online convenience, and this is set to double the company’s run rate revenue.