Pretty Litter Startup Hires Veterinarian-in-Chief

Pretty Litter is in the midst of launching its namesake brand of diagnostic cat litter and has added Geoff DeWire, DVM, as its veterinarian-in-chief.

Dr. DeWire holds a doctorate of veterinary medicine from the University of California, Davis, where he won the Pfizer Clinical Achievement Award for Excellence in Veterinary Medicine.

With his background in feline ailments and care, DeWire will help the Los Angeles startup produce, test and formulate its early-detection cat litter as well as market it to the veterinary community.

Pretty Litter changes color when a cat with an asymptomatic illness urinates in its litterbox, according to the company.

"This product has the potential to make a profound difference in the lives of cats and their owners everywhere and is an important advancement in the animal care industry," DeWire said.

Pretty Litter is getting set to launch a Sept. 30 funding campaign to raise $25,000 on Kickstarter.