Younger consumers are beginning to dominate the CPG market, demanding more from companies regarding social initiatives. STRAYZ Petfood GmbH, established in 2020, leverages premium organic pet nutrition products to support stray animals through a “Buy 1 Give 1” model, donating to animal welfare organizations for every product sold. The brand sources organic meats from local farmers to ensure no animals are slaughtered solely for their products and aims to minimize environmental impact. STRAYZ has embraced an omnichannel strategy, selling products both online and in physical retail stores, and plans to expand its product portfolio and retail partnerships across Europe. The company is fully run by women and emphasizes transparency, quality, and social responsibility while continuing to make a difference for stray animals through product innovation and support for animal welfare organizations.

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