Analysis

December 22, 2020

Q: What do startups REALLY get out of an accelerator?  A: Protection

The Unleashed accelerator was a protected space for companies already wanting to work with Purina 


Maija Palmer

9 min read

Why bother to join a startup accelerator? It was a fair question to ask the six companies that took part in the first-ever accelerator programme run by the pet food company Purina. Most of them were already working with Purina in some form when they were recruited for the 6-month Unleashed programme.

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Startups in the Unleashed accelerator
The Unleashed 2020 cohort. Clockwise from the top right, Noora Keskievari of OneMind Dogs, Lou Cooperhouse from BlueNalu, Bruno Farinha of Petable, Rikke Rosenlund of BorrowMyDoggy, Kathrin Burckhardt of Cat in a Flat and the Natu team.
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