Purina updates product packaging in May to raise awareness of its Purple Leash project
ST. LOUIS – Several of Nestlé Purina’s flagship pet food and treat brands will feature specially marked packaging in May as part of the company’s recognition of National Pet Month and in support of its project Purple Leash. The Purple Leash Project is a nationwide initiative of Purina and RedRover that supports more pet-friendly domestic violence shelters across the United States.
Purina’s Beggin’, Cat Chow, Beneful, Beyond, Friskies Party Mix Cat Treats and Tidy Cats brand packaging will feature purple actives this month to raise awareness of Project Purple Leash. These special branded products will appear at Walmart, Target, Kroger, Meijer, PetSmart and Pet Supplies Plus stores.
“Only by working together will we create a long-term shift in the dynamics of domestic violence services to include protections and shelters for pets,” said Nina Leigh Krueger, Executive Director. and President of Purina. “We all have a role to play in bringing light to this issue and supporting survivors with pets on their journey to safety, and Purina is committed to doing our part through Project Purple Leash.”
According to Purina and RedRover, about 48% of domestic violence victims delay leaving an abuser because they should leave a pet behind, and only 15% of domestic violence shelters currently accept 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 Pets and Women’s Safety Act (PAWS) grant program receive full congressional funding of $3 million under the act. of 2022 consolidated appropriations.
Purina and RedRover are also encouraging pet owners to get involved by raising awareness on social media with the #PurpleLeashProject hashtag 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.
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