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NVM Private Equity (NVM) has invested £2 million to support innovative, award-winning, Yorkshire based manufacturer of pet food, Pure Pet Food. The investment will accelerate Pure Pet Food plans to make healthy choices for pet owners easier and more accessible. The funding also supports their rapid growth plans enabling the launch of new products, adding to their team and expanding their offering throughout Europe.

Pure Pet Food was formed by childhood friends Mathew Cockroft and Daniel Valdur Eha and produce dehydrated and freeze dried pet food which includes low processed natural recipes for pets suffering with sensitives and ailments. Their go-to option for pets has grown substantially and is now being sold around the world and supplying major retailers such as Pets at Home.

The investment from NVM comes following their innovative manufacturing techniques and after a host of recent accolades and achievements for the business. Pure Pet Food won the Lloyds TSB’s National Best Start-up award and the PetQuip Pet Product Innovation award.

Mat Cockroft, founder, commented “Pure first started after we decided to do our own research into the current commercial pet food available and exactly how it was made. It made little sense to us that highly processed food, containing low quality ingredients, manufactured into small brown biscuits that are fed to pets each day was possibly the healthiest diet option.”

Co-founder, Dan Valdur Eha added “We set out to create a food which retained the convenience of a commercial dry or wet pet food, but with the benefits of fresh, wholesome ingredients. This thought process led us to the methods of dehydration and freeze drying, which allow for the gentle preservation of fresh ingredients. Pure requires no refrigeration or freezer space, owners simply have to add water and serve, creating a healthy low processed meal in minutes.”

“This investment will allow for the development of a much more personalised offering, improving the level of service we can provide to our customers and their pets. We see huge opportunity within this space and by partnering with NVM we now have the resources and experience to realise our vision.” Mat added.

Aaron Lawson-Clark, Investment Associate at NVM, added: “NVM is delighted to be backing Dan and Mat to take Pure Pet Food to the next level. The team have impressed demonstrating the skills required to build a business, brand and quality product with limited resources. We are excited by the potential market for natural convenient pet food in the years ahead and we look forward to working with the team to scale up the business and deliver the future of pet nutrition.”

NVM were advised by commercial law firm, Square One Law. Mark Lazenby, head of the corporate team said “It was great to work alongside Aaron and the team at NVM and support them in their investment in this exciting business. We look forward to seeing how Pure Pet Food continues to develop and grow in the future.”


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