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Nestlé Purina Buying Petfinder Adoption Website

Posted: June 5, 2013, 2:10 p.m. EDT

Pet adoption website is being purchased by Nestlé Purina PetCare Co. in what the company called its first major digital acquisition.

The transaction, announced today, is expected to be completed in July. Other details, including the purchase price, were not released.

Petfinder touts itself as the largest online, searchable database of animals needing permanent homes. The database features more than 315,000 adoptable pets from about 14,000 animal shelters and rescue groups throughout the United States, Canada and Mexico.

People looking to adopt a cat or other animal visit more than 100 million times a year.
Everything from cats and dogs to goats and llamas is in the database.

The website, owned by Discovery Communications LLC of Silver Spring, Md., has facilitated more than 22 million adoptions since it was launched in 1996 and has expanded to include pet care resources.

"We value Petfinder’s existing framework, which is fully aligned with our commitment to pet welfare organizations and our belief that pets and people are better together,” said Joe Sivewright, president of North American Pet Food for St. Louis-based Nestlé Purina. "We plan to strengthen that solid framework with our extensive nutritional expertise and vast knowledge of pet welfare.”

Discovery Communications, the producer of television channels such as Animal Planet and TLC, isn’t cutting all ties to Petfinder.

"Discovery looks forward to continuing our relationship with Petfinder through support of the Petfinder Foundation and through our valued advertiser relationship with Nestlé Purina,” said JB Perrette, the company’s chief digital officer.


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