£2m boost for Spen pet food firm

Mathew Cockroft, left and Daniel Valdur Eha, founders of Cleckheaton-based company Pure Pet Food

Pure Pet Food has raised the funds from Mercia’s Northern Venture Capital Trust (VCT) Funds and NPIF – Mercia Equity Finance, which is managed by Mercia and part of the Northern Powerhouse Investment Fund.

The latest funding round follows a £2m investment by the Northern VCTs in 2019 and will allow Pure to continue to support its ambitious growth plans and development of its software as a service (SaaS) platform and data capabilities.

Established in 2012 by childhood friends Daniel Valdur Eha and Mathew Cockroft, Pure offers air-dried food made from natural, high-quality ingredients.

Sales have accelerated in the pandemic, as more pet owners have chosen to shop online and sign up to its subscription service.

Mat said: “The investment will help Pure continue to provide the very best service to our customers, create deeper connections, significantly grow our customer base, offer more personalised health-based products and services, develop and grow our retail proposition with Pets at Home and continue to lead the air-dried pet food market in the UK.”