ST. LOUIS — Several flagship pet food and treat brands by Nestlé Purina will feature specially marked packaging in May as part of the company’s recognition of National Pet Month and in support of its Purple Leash Project. The Purple Leash Project is a national initiative by Purina and RedRover supporting more pet-friendly domestic violence shelters across the United States.
Packaging for Purina’s Beggin’, Cat Chow, Beneful, Beyond, Friskies Party Mix Cat Treats and Tidy Cats brands will feature purple assets this month to raise awareness for the Purple Leash Project. These specially branded products will appear in Walmart, Target, Kroger, Meijer, PetSmart and Pet Supplies Plus stores.
"It is only by working together that we will create a long-term shift in the dynamics of domestic abuse survivor services to include protections and accommodations for pets," said Nina Leigh Krueger, chief executive officer and president of Purina. "We all have a role to play in shining a light on this issue and supporting survivors with pets on their journeys to safety, and Purina is committed to doing our part through the Purple Leash Project."
According to Purina and RedRover, an estimated 48% of domestic violence survivors delay leaving an abuser because they would have to leave behind a pet, and only 15% of domestic violence shelters currently accommodate pets. The two companies have provided more than $1 million in funding through grants and donations to help make 25% of domestic violence shelters pet friendly by 2025.
Purina also helped found the PAWS Act Coalition, which saw the Pet and Women Safety (PAWS) Act Grant Program receive full congressional funding of $3 million as part of the Consolidated Appropriations Act of 2022.
Purina and RedRover are also encouraging pet owners to get involved by raising awareness on social media with the hashtag #PurpleLeashProject this month and donating to the cause. Those who donate $60 or more will receive a limited-edition purple dog leash or cat collar for their support.
Stay up to date on the latest pet food processing industry headlines on our News page.