Sorry, you need to enable JavaScript to visit this website.
Your Pet, Our Passion.
Teacher with kids and dog

Promote responsible pet ownership programmes

We believe in providing invaluable education about responsible pet ownership to help pets and people live happily together.

Our regional goal

By 2030, 3,000,000 people will have participated in our programmes.​

Our Commitment

Why it's important

Becoming a pet parent is a rewarding experience that can bring great joy, as well as health and wellbeing benefits. We also understand that owning a pet can be a huge responsibility and knowing what is best for them isn’t always easy. We want to empower pet parents by providing accurate, expert information and advice. As children are the next generation of pet owners, we believe it is important for them to also learn how to interact with and appreciate the special needs of pets.

Therefore, we will provide digital tools and fund initiatives such as the Zigzag Puppy Coach App which empowers new puppy owners to train their puppies in the comfort on their homes by providing a personalised training plan based on breed and age.

We also provide free and personalised email newsletters for pet owners with lots of advice and guidance on how to care for their furry friends. For new puppy owners, check out our Growing Pup programme here.

For new kitten owners, explore our Kitten Code programme here.

Or for general pet advice, product offers and Purina news, why not sign up to our Better Together newsletter.

In some European countries we also continue to work with our expert partners in children's education to deliver programmes that help children better understand pet behaviour as well as how to care for a pet.

Our point of view

At Purina, we believe that when people and pets bond, life becomes richer.

We also know that responsible pet ownership brings benefits not just for pets and their owners, but also for our society as a whole. That's why we want to support as many people as possible to help them to learn and understand more about pets.


Having the experience of being with pets can bring us joy and love. It's important we meet the needs of pets to ensure they feel happy, safe and loved. 

Purina Experts

Existing programmes

Here in the UK, we launched our online Breed Selector tool back in 2018 to help future pet owners find the best dog or cat breed to suit their lifestyle.

Across Europe we've run successful responsible pet ownership programmes for many years. In Portugal, for example, we have a partnership with KidZania, an indoor city, certified by the Ministry of Education, where kids can play at being grown-ups. We created and opened the doors to the first Purina Pet School Vet Clinic, which simulates a visit to the vet and helps children learn how to take care of and behave around cats and dogs and understand the importance of vet visits. We also distributed our Pet School Materials to all the schools that organised visits to KidZania. The Clinic hosted more than 8,500 kids in its first 3 months of opening.

Building on Nestlé's Purpose

Just as we are committed to improving the lives of pets and the people who love them, our parent company Nestlé, is committed to enhancing quality of life and contributing to a healthier future for individuals and families, starting with our communities and the planet.

Read more about Nestlé in Society

Girl running with dogs
Our impact
Our commitments
We're committed to doing more of what matters for pets, for the people who love them and the planet we share. That's why we are committed to achieving our 6 Purina Commitments.