Our Charity Partners – 2025 Roundup
We are proud to support leading charities who share our values, and who like us, believe that pets and people are better together.
At Purina, our passion for pets, as well as our commitment to do more of what matters for them, for the people who love them, and the planet we share, goes far beyond our products.
We see it as our responsibility to nurture and support deserving causes, to promote responsible and loving pet ownership, to prevent cruelty and to share our understanding and experience with others.
Here, you can find out more about our key 2025 charity partnership activities.
In 2025, we continued to support Cats Protection's amazing Lifeline service, a specialized cat fostering program aimed at assisting survivors of domestic abuse by finding safe temporary homes for their cats while they find safety. This initiative is crucial, as many refuges and emergency accommodations do not accept pets, allowing people and families to find safety while ensuring their cats are cared for until they can reunite.
We proudly helped to fund Lifeline's ongoing operations, as part of our work to support people and pet owners in vulnerable situations. We worked closely with Cats Protection to feature Lifeline in a high-profile PR campaign with footballer Lucy Bronze, as well as our main advertising campaign during the first half of 2025.
This year, we celebrated 25 years of partnership with Canine Partners, an incredible organization that trains assistance dogs to enhance the independence and quality of life for individuals with physical disabilities across the UK. These amazing dogs provide practical help and significant psychological and social benefits, including increased confidence and self-esteem and we never cease to be amazed by the difference they make to the lives of the people they are partnered with.
We were able to feature Canine Partners in our PR campaign with Lucy Bronze, and our advertising campaign earlier this year alongside Cats Protection.
Pets as Therapy - On May 16th, Purina organized its largest charity walk to date, supporting Pets as Therapy, where 62 employees walked a 25km route, raising £2,550 for the charity.
RSPCA - Recognizing the ongoing cost-of-living crisis, we also supported the RSPCA Foodbanks scheme, which provides meals for pets of owners facing financial difficulties ensuring their beloved pets are fed and happy when times are tough. This year, we donated over 150,000 pet food meals, assisting approximately 17,000 pet owners*.
*based on meals provided in a single 3 day food bank parcel with the maximum number of parcels an individual can receive from a high majority of RSPCA Foodbank partners
The ocean is vital for all life on Earth, yet its health is declining. To address this, our European Ocean Restoration Programme aims to restore 1,500 hectares of marine habitats by 2030, equivalent to 3,700 football pitches. In September, we announced a partnership with Oyster Heaven to reintroduce a minimum of four million native oysters off the Norfolk coast by the end of 2026, marking the largest oyster restoration initiative in Europe. This effort is expected to significantly improve water quality and enhance marine biodiversity.
George Birch, Founder of Oyster Heaven, highlights the importance of oysters as nature's water filtration system, with each adult filtering up to 200 litres of water daily. The initiative involves creating biodegradable Mother Reef clay bricks to support baby fish, crabs, and lobsters, thus enhancing biodiversity. With native European oysters nearly extinct along UK coastlines, this project will help restore water clarity and marine ecosystems. Each Mother Reef will be pre-loaded with over a hundred baby oysters, ensuring their survival and growth before being placed on the seafloor to create a thriving ecosystem.
Purina-funded short film 'StreetVet' won the Corporate Cause Category at the Smiley Charity Film Awards 2025 in April. Since 2020, Purina has supported StreetVet, a UK charity that provides free veterinary care to pets belonging to those experiencing homelessness. StreetVet's dedicated team of veterinary professionals has served over 2,000 people and their pets, ensuring their well-being.
The film highlights the profound bond between humans and animals, illustrating how pets offer companionship and emotional support. Directed by Steph Keelan of S+O Media, 'StreetVet' has been entered into several national and international film festivals.
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