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Purina BetterwithPets Prizes to social innovators in pet care

• The competition is now open across Europe, Middle East and North Africa

• The second prize edition in collaboration with Ashoka is in advance of the European Changemakers Summit, where a vast community of social entrepreneurs, business leaders and young changemakers connect, learn and collaborate for social change

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Dubai, UAE

Nestlé Purina, in collaboration with Ashoka (a pioneer in the field of social entrepreneurship), has announced the launch of the second edition of the Purina BetterwithPets Prize (  

New for this second edition are two application streams and an expanded geographical scope. Purina is on the search for social innovations  both piloted/implemented and idea-stage that are focused on harnessing the mutual positive power of the pet-human bond. The latter stream, idea-stage innovations, is specifically aimed at young innovators, from 18 to 25 years old. Now accessible to more countries across Europe, Middle East and North Africa, the 2020 Prize application process will be open from the 25th of November and will close on the 28th January 2020.

Applicants for the Purina BetterwithPets Prize will get the chance to win prizes totalling CHF 120,000 equivalent to USD 120,000 , up to CHF 100,000 for piloted/implemented innovations and up to CHF 20,000 for idea-stage innovations. In addition, also new for this edition, the finalists from the piloted/implemented innovations stream will be eligible to participate in an accelerator programme whereas the finalists from idea-stage innovations will have the opportunity to participate in a co-creation lab, both designed to support finalists in the development of their projects.
Applications for the Purina BetterwithPets Prize are open to social and commercial enterprises, non-profit entities, organisations and young innovators.  All applicants will receive detailed feedback on their initiative from experts in their field and peers. A total of ten finalists will be invited to attend the Purina BetterwithPets Forum in France on 3-4 June 2020, where the winners will be announced.

“For this second edition, we aim to reach social entrepreneurs and young creators from across EMENA who are innovating to harness the power of the pet-human bond for the well-being of pets, the people who love them and society as a whole”, said Sergej Pracevic, Business Executive Officer Nestle Purina for MENA Region.  “Through the Purina BetterwithPets Prize we celebrate this unique bond and look for new ways of leveraging it to enhance pet welfare, further key human soft skills such as emotional intelligence and compassion, support therapies that enhance health and emotional wellbeing as well as promote community inclusivity”. 
For details on the application process, eligibility criteria as well as the terms and conditions,
please visit: 
Prize Entry:
All entries must be made in the English language. 

The announcement of this second edition anticipates the Ashoka European Changemakers Summit taking place in Barcelona from 25th to 27th of November and is Ashoka´s largest European conference. This event connects Ashoka’s vast community of social entrepreneurs and leaders from across business and philanthropy.  Purina is contributing to this Summit and connecting with young changemakers as part of its objective to support and work with social innovators and young generations to create richer lives for pets and the people who love them. 

If you would like to find out more information about the Purina BetterwithPets Prize 2020 directly, please email Purina’s team at [email protected]

Former finalists

The first edition of the Purina BetterwithPets Prize gathered more than 100 applications from social entrepreneurs and innovators. The winner was the OOPOEH Foundation who were awarded CHF 40.000.

“Because of the Purina BetterWithPets Prize, the OOPOEH has been able to visit, encourage and help 320 seniors find a dog to take care of and keep them company! We focused on more vulnerable seniors that need more guidance and persuasion because their loneliness has made them reluctant to go out and meet new people”, has stated Sofie Brouwer, founder of the OOPOEH Foundation. “We also reached thousands of seniors by producing our book 'Dierbare Vrienden, where we told the stories of successful matches (seniors, dog owners and their part-dogs). This book gave us a great amount of publicity”, continues Brouwer. 

Four finalists: Medical Detection Dogs, Canine Hope, Dutch Cell Dogs and K9 Hundekunde: Happy Kids with Happy School Dogs, were highly commended and awarded CHF 15.000 each.

About Nestlé Purina PetCare 

Nestlé Purina PetCare promotes responsible pet care, community involvement and the positive bond between people and their pets. A premiere global manufacturer of pet products, Nestlé Purina PetCare is part of Swiss-based Nestlé S.A., a global leader in nutrition, health and wellness. For more information, visit the Purina Middle East and North Africa website: 

About Ashoka 

ASHOKA is the largest global network of leading social entrepreneurs—individuals with new ideas to systemically address the world’s biggest challenges and the entrepreneurial skill to transform those ideas into national, regional and global social impact. Over 35 years, we have supported more than 3,500 social entrepreneurs in 90 countries with solutions addressing society’s most pressing issues. Ashoka’s vision is a world in which Everyone is a Changemaker—a society that responds quickly and effectively to challenges, and where each individual has the freedom, confidence and societal support to address any social problem.

For further information, please contact:

Rachel Fauber, Associate Director of Communications, Ashoka Changemakers
E-mail address: [email protected]

About Nestlé Middle East

Nestlé Middle East’s heritage goes back over 80 years to 1934 when the first import operation was set up in Lebanon. Today, Nestlé Middle East owns and operates 18 factories and provides direct employment to more than 13,000 employees who are all committed to Nestlé’s purpose of enhancing the quality of life and contributing to a healthier future. It also provides indirect employment to several thousand more.

The Nestlé portfolio in the region currently exceeds 60 innovative product brands in a wide range of categories: dairy products and infant nutrition, bottled water, chocolate and confectionery, coffee creamers, breakfast cereals, culinary products, health science, skin health, and Pet Care, among others. Nestlé Nido, Nestlé NAN, S-26, Progress, Maggi, Nescafé, Kit Kat, Coffeemate, Nestlé Cerelac, Nestlé Fitness, Nestlé Pure Life, Nespresso, Optifast and Cetaphil are just some of the brands available in the Middle East.

For more on Nestlé Middle East activities, you can visit the following social media pages:

Nestlé in Society report:

For more information, please contact:

Layal Dalal
Media Relations Manager
Nestlé Middle East
Email: [email protected]