NEW YORK — Mars Petcare launched its newest business venture, Kinship Partners, LLC, April 3 with the purpose of partnering with pet industry startups to accelerate innovative ideas in pet nutrition and care. The coalition will provide emerging companies with exclusive access to data, science and industry experts to foster a forward-thinking future for the pet care industry.

"We're excited about our new global division, Kinship, becoming a unique collaboration platform for entrepreneurs and innovators to create new products and services that deliver on our purpose: a better world for pets," said Poul Weihrauch, president of Mars Petcare. "There are extraordinary opportunities in data, science and connected technology. Match them with the expansive reach, resources and core capabilities of a global industry leader like Mars, and together we can create a powerful force for transforming pet care."

Kinship will support healthcare, pet nutrition and science-based pet care initiatives.

Through their partnership with Kinship, young pet industry companies will have access to Mars-backed funds such as Pet Project, Leap Venture Studio and Companion Fund, as well as Kinship’s Data & Analytics division to research patterns of pet health and behavior, market demand trends and utilize modern science to develop innovative products and services. Startups partnered with Kinship will also have access to industry experts in science, innovation, research and development, data, product management and other areas.

Leonid Sudakov will serve as president of the new venture.

"Our ambition for Kinship is to bring together the brightest minds and boldest businesses of the $100 billion pet care industry," Sudakov said. "We want Kinship to become a unique platform for collaboration, where founders, innovators and industry partners will connect to share their ambitions, access best talent and expertise, and engage on unlocking the most exciting opportunities for the future of pet care.”

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