Promote Pet Adoption through Collaborations and Partnerships

Our goal

By 2023, our top 10 markets across Europe will be supporting adoption programmes and organisations to help improve pet adoption rates.


Our achievement to date

70% Achieved

15 countries including France, Italy, Poland, Spain, UK, Russia, and many others have established Pet Adoption partnerships with approximately 43 different organizations. All of these organisations are dedicated to helping as many pets as possible find new homes. By working together, we can secure the health, safety and wellbeing of even more pets.

Among our top 10 markets, 7 have already established partnerships in support of this commitment.

Our Point of View: Purina, Partnerships, and Collaborations

At Purina, we love pets and passionately believe in the benefits that pet ownership bring to an individual and society as a whole. While pet lovers couldn’t be without their pets, and the majority of pets around the world are well loved and cared for, due to economic and social factors, thousands of dogs, cats and other animals are abandoned each year and the numbers are rising.

We recognise we are in a unique position and whilst we are already involved in a number of programmes that promote pet adoption through collaboration and partnerships, we want use our experience and partnerships in more countries to help more pets find loving homes

Across Europe, we support pet adoption programmes to help improve pet adoption rates. We provide food to adoption centres and support many adoption awareness events and educational campaigns on the benefits and responsibilities of pet adoption.

We know that the pet–human bond has many benefits, which is why we are looking to tangible solutions to creating richer lives for pets and the people who love them.

Existing Programmes

At Purina, partnerships are an important part of our commitment to helping pets. We can see the huge difference we are already making through our existing partnerships with charities and organisations across the region.

Some of these are:

Cats Protection in the UK;

ENPA in Italy

The ‘Giving Hope’ Fund and RunForDogs Fund in Russia

VIVA! in Poland

Guau, Las Nieves and Amigos Del Perro in Spain

Dublin SPCA in Ireland.

Building on Nestlé CSV

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, our communities and the planet.

Read more about Nestlé in Society

Case study

At every step of the adoption journey, we work to raise awareness amongst pet lovers. We establish collaborative partnerships with rehoming shelters and other pet adoption organisations, create and empower adoption platforms and even strive to influence governments and decision-makers all in the cause of helping those who cannot speak for themselves. Discover below initiatives from different countries on this important commitment.

The un-adoptables

In the UK, as part of creating awareness among pet lovers, we worked with our partner, the feline welfare charity Cats Protection on a consumer and in-store campaign to drive a pro-adoption message. The creative concept centred on the insight of the un-adoptables!

Read more about this campaign here


unadoptable stories

Happy Paw in Ukraine

In Ukraine during 2018, we worked with the Happy Paw Fund to encourage adoption of dogs. We first wanted to tackle public concerns surrounding adoptions from animal shelters. So together with the Happy Paw Fund we produced a set of videos that showcased the benefits – for both pets and people – of adopting from shelters.

See more here

Empowering pet adoption in Finland

Finland, we are the sole sponsor of, a website and app that enables shelters to upload information whenever there is a pet that needs rehoming, giving the animal visibility so they can be easily matched with interested pet lovers.
In Finland we also support SEY, a federation of 38 animal welfare associations that saw more than 1,700 cats and dogs adopted in 2018.

Learn more about other activities in Finland here
Esta Norway

Pet adoption in Poland and other markets

In Poland, our pet adoption platform has been live since 2015. This website matches homeless pets with pet lovers who can offer them a loving home.

Learn more about their and other markets activities here




Other Commitments