PEDIGREE Foundation
PEDIGREE Foundation is a 501(c)(3) nonprofit founded in 2008 by Mars Petcare that awards grants to U.S. and Canadian animal shelters and rescues to support dog adoption, foster, transport, and disaster relief programs.
- Company typePrivate
- Founded2008
- HeadquartersFranklin, United States
- Headcount1–10
- GTM typeB2B and B2C
- OfferingServices
What PEDIGREE Foundation does
PEDIGREE Foundation is a 501(c)(3) nonprofit organization founded in 2008 by Mars Petcare, the manufacturer of PEDIGREE dog food, with the mission of helping dogs in need find permanent adoptive homes. Headquartered in Franklin, Tennessee, the foundation operates with a small staff of 1–10 employees and functions as a grant-making intermediary rather than a direct service provider. Since inception, it has awarded more than $15.3 million across over 6,400 grants to animal shelters and rescue organizations, helping more than one million dogs reach adoptive homes.
The foundation's core product is a portfolio of four grant programs: DOGS RULE Grants ($100,000 disbursed over two years for innovative adoption programs), Program Development Grants ($10,000–$15,000 each for foster, transport, and behavior initiatives), Collaborative Grants (multi-partner programs including the Foster 50 Challenge), and Disaster Relief Grants (emergency response funding deployed as-needed). Complementary products include educational toolkits (Welcome Committee, Traveling Tails), the Dogs & Data webinar series co-hosted with Shelter Animals Count, the Rescue Dog of the Year awareness campaign, and the DOGS RULE® merchandise store (Shopify-based) whose proceeds fund the grants program. In April 2026 the foundation participated in the launch of Melhoramigo.ai, an AI-powered adoption compatibility-matching platform in Brazil developed with AlmapBBDO and Instituto AMPARA Animal.
The foundation's revenue mechanics rely on three inflows: corporate contributions from Mars Petcare and the PEDIGREE brand, individual donor contributions (with 100% of public charitable contributions distributed via grants), and DOGS RULE merchandise proceeds. Distribution occurs through an annual competitive grant application cycle targeting 501(c)(3) shelters and rescues across the U.S. and Canada, supplemented by disaster relief grants awarded on an as-needed basis. Donor acquisition and awareness operate through social media (Facebook, Instagram, Twitter/X, YouTube), Constant Contact email newsletters, televised benefit concerts on Hallmark Channel, golf tournaments, and celebrity ambassador partnerships (NASCAR's Kyle Busch, music duo Presley & Taylor).
PEDIGREE Foundation firmographics
Firmographics- Name
- PEDIGREE Foundation
- Legal name
- PEDIGREE Foundation
- Website
- https://pedigreefoundation.org
- Company type
- Private
- Founded year
- 2008
- Operating status
- Operating
- Headcount range
- 1–10 employees
- Short description
- PEDIGREE Foundation is a 501(c)(3) nonprofit founded in 2008 by Mars Petcare that awards grants to U.S. and Canadian animal shelters and rescues to support dog adoption, foster, transport, and disaster relief programs.
- Ownership category
- akta.pro rank
PEDIGREE Foundation industry classification
Industry- Product category
- Animal Welfare Nonprofit Grants
- NAICS
- Grantmaking Foundations (813211), Grantmaking and Giving Services (81321)
- SIC
- Services-Social Services (8300)
- akta.pro primary industry
- Animal Shelters & Adoption Services (BPAGAIAA)
- akta.pro secondary industries
- Animal Welfare & Advocacy Organizations (AFAEALAC), Education & Community Outreach (Responsible Pet Ownership) (BPAGAIAK)
Keywords
Where PEDIGREE Foundation is headquartered
LocationHeadquarters
- HQ city
- Franklin
- HQ country
- United States
- HQ region
- North America
Offices1 record
Markets served
PEDIGREE Foundation business model
Business model- GTM type
- B2B and B2C
- Offering type
- Services
- Cost components
- Personnel, Operations, Marketing or Sales, Supply Chain, Others
Revenue model
- Donor Contributions: PEDIGREE Foundation receives tax-deductible charitable contributions from individuals who support the organization's mission to help dogs in need find loving homes. The foundation states that 100% of public charitable contributions are distributed to designated shelters and dog rescue organizations through the grants program.
- DOGS RULE Gear Sales: Proceeds from the sale of DOGS RULE merchandise help dogs find loving homes. The online store sells clothing, accessories, and branded items with proceeds funding the grants program.
Go-to-market motion1 record
Distribution channels2 records
Marketing channels6 records
PEDIGREE Foundation product offering
Product offeringCore offering
PEDIGREE Foundation is a 501(c)(3) nonprofit that awards grants to dog shelters and breed rescue organizations to help dogs find loving homes. Its core programmatic offerings include DOGS RULE Grants ($100,000 two-year), Program Development Grants ($10,000-$15,000), Collaborative Grants, and Disaster Relief Grants distributed through annual application cycles. The Foundation supplements its grantmaking with free educational toolkits, the Dogs & Data webinar series, the Rescue Dog of the Year awareness program, and the DOGS RULE branded merchandise store, whose proceeds fund additional shelter grants.
Product overview
PEDIGREE Foundation is a philanthropic organization (501(c)(3) nonprofit) founded in 2008 by Mars Petcare that operates grant programs and educational resources to help dogs find loving homes. The foundation offers multiple grant types including DOGS RULE Grants ($100,000 two-year grants), Program Development Grants ($10,000-$15,000), Collaborative Grants, and Disaster Relief Grants. The organization also provides educational resources including toolkits (Welcome Committee, Traveling Tails, Fostering Connections, Bark to Basics), the Dogs & Data webinar series, and the Rescue Dog of the Year awareness program. Additionally, the foundation operates a merchandise store (DOGS RULE Store) where proceeds fund grants to shelters and rescues. In 2026, the foundation also partnered on the launch of Melhoramigo.ai, an AI-powered adoption matching platform in Brazil.
Differentiator
Problem solved
Functional benefit
Brands
- DOGS RULE.®: Merchandise brand selling gear and products for dog lovers. Proceeds from DOGS RULE. gear help dogs find loving homes through shelter and rescue grants.
Products and services
- DOGS RULE Grants
- Program Development Grants
- Collaborative Grants
- Disaster Relief Grants
- DOGS RULE Merchandise Store
Quantifiable outcome
- Helped over 1 million dogs find loving homes since 2008
- +2 more outcomes
Companies that use PEDIGREE Foundation
Customer profileNamed customers5 records
Segments2 records
Ideal customer profiles2 records
PEDIGREE Foundation technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
AI capability2 records
PEDIGREE Foundation partnerships and signals
Strategic signalPartnerships
Twelve partnerships are on record, tiered core and minor.
- Maddie's FundcorePartnership with Maddie's Fund for the Foster 50 Challenge Grants, the first-ever set of grants specifically to support new and growing foster programs. Maddie's Fund is a national family foundation established by Dave & Cheryl Duffield to revolutionize companion animal well-being.
- Adopt a PetminorContributed $20,000 in grants to pilot foster technology solutions that help organizations test new tools for foster support and management.
- American Humane Societycore$125,000 partnership to support American Humane's rescue team addressing challenges faced by displaced animals due to natural disasters, enabling quicker response times and critical care during crises.
- Humane CanadaminorFirst-time grant partnership to support emergency disaster relief in Canada, with emphasis on supporting pets in need during disasters.
- Mars PetcarecoreFounding sponsor and parent organization. Mars Petcare is the maker of PEDIGREE dog food and established the foundation in 2008 to help increase dog adoption rates. Mars Petcare provides operational support and brand association.
- Kyle Busch (NASCAR)minorTwo-time NASCAR Cup Series Champion partnered with Mars Petcare and PEDIGREE Foundation to raise awareness about dog adoption. Busch's No. 18 Toyota Camry featured adoptable dogs at Nashville race events.
- Greater Good Charitiesminor$25,000 grant to support Southern California wildfire relief efforts for displaced animals.
- Dogs Playing for Lifeminor$50,000 grant to support The Willan Fund providing scholarships for shelter staff and volunteers to advance hands-on training and enrichment skills.
- American Humane Society (LA Wildfire Response)minorPartnership providing funding for Los Angeles wildfire animal rescue and relief efforts, including transport of shelter animals to safety and veterinary care.
- Hallmark ChannelminorTelevised benefit concert 'The Love of Dogs' aired on Hallmark Channel, reaching homes around the country with adoption messaging.
- ONEHOPE WineminorWine partnership where LeAnn Rimes selected PEDIGREE Foundation as charity beneficiary for Signature Series Paso Robles Cabernet Sauvignon.
- Nashville Humane AssociationminorPartner shelter for adoption events during Mars Global Adoption Weekend covering adoption fees.
Scale indicators7 records
Recent moves6 records
Expansion highlights6 records
PEDIGREE Foundation competitors and assessment
Company assessmentDirect peers
- Maddie's Fund: Maddie's Fund is a national family foundation that makes grants to animal welfare organizations to revolutionize companion animal well-being. It directly co-funds PEDIGREE Foundation's Foster 50 Challenge Grants, operates overlapping grant programs, and targets many of the same U.S. shelters and rescues.
- Banfield Foundation: Banfield Foundation is the charitable arm of Banfield Pet Hospital and provides grants to shelters and pet welfare organizations, including disaster relief and preventive care programs. It targets the same shelter/rescue beneficiary pool as PEDIGREE Foundation and is similarly backed by a major pet-care corporate parent (Mars-owned Banfield).
- PetSmart Charities: PetSmart Charities is the largest funder of animal welfare in North America, awarding grants to shelters and adoption-focused organizations. It is the most direct large-scale peer to PEDIGREE Foundation, targeting overlapping beneficiary shelters with similar grant-based funding models.
- Petco Love: Petco Love (formerly Petco Foundation) is a leading nonprofit funder of animal welfare, awarding grants to shelters and rescue organizations across the U.S. It competes directly with PEDIGREE Foundation for shelter partnerships and donor mindshare, while operating a much larger grantmaking budget.
- RedRover: RedRover is a nonprofit that provides emergency sheltering, disaster relief grants, and financial assistance for animals in crisis. It overlaps directly with PEDIGREE Foundation's disaster relief grant program and serves a similar shelter/rescue beneficiary base.
- Best Friends Animal Society: Best Friends Animal Society runs the largest no-kill animal sanctuary in the U.S. and funds shelter partners working to end pet homelessness. It overlaps with PEDIGREE Foundation's mission of increasing adoption rates, though Best Friends operates its own direct-service programs rather than a pure grantmaking model.
- Greater Good Charities: Greater Good Charities is a national nonprofit that provides grant funding for animal welfare, including disaster relief for displaced animals. PEDIGREE Foundation granted Greater Good Charities $25K for Southern California wildfire relief, and the two organizations share disaster response use cases.
- American Humane Society: American Humane is a national animal welfare organization that both delivers direct services and accepts grants from peer funders. PEDIGREE Foundation partners with American Humane on disaster relief ($125K partnership) and shares overlapping mission areas around adoption and animal welfare.
Broad incumbents
- Humane Society of the United States: The Humane Society of the United States is the largest U.S. animal protection organization, with broad policy advocacy, direct services, and grantmaking arms. It is a broad incumbent that overlaps with PEDIGREE Foundation's dog welfare and adoption mission at the national level.
- ASPCA: The ASPCA is one of the largest and oldest U.S. animal welfare organizations, providing direct veterinary care, rescue operations, and advocacy in addition to grantmaking. It is a broad incumbent that competes with PEDIGREE Foundation for national donor attention across the broader animal welfare category.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks6 records
Key highlights7 records
Customer concentration
PEDIGREE Foundation social profiles
Digital presencePEDIGREE Foundation financial estimates
Financial estimateRevenue estimate
Valuation estimate
PEDIGREE Foundation leadership team
Management profileNumber of profiles
Profiles2 records
PEDIGREE Foundation funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
PEDIGREE Foundation M&A and investment
M&A and investmentM&A
Investments17 records
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about PEDIGREE Foundation
What does PEDIGREE Foundation do?
PEDIGREE Foundation is a 501(c)(3) nonprofit that awards grants to dog shelters and breed rescue organizations to help dogs find loving homes. Its core programmatic offerings include DOGS RULE Grants ($100,000 two-year), Program Development Grants ($10,000-$15,000), Collaborative Grants, and Disaster Relief Grants distributed through annual application cycles. The Foundation supplements its grantmaking with free educational toolkits, the Dogs & Data webinar series, the Rescue Dog of the Year awareness program, and the DOGS RULE branded merchandise store, whose proceeds fund additional shelter grants.
Is PEDIGREE Foundation a public or private company?
PEDIGREE Foundation is a private company. It is classified as nonprofit foundation owned and is currently operating.
When was PEDIGREE Foundation founded?
PEDIGREE Foundation was founded in 2008. It employs 1 to 10 people.
Where is PEDIGREE Foundation based?
PEDIGREE Foundation is headquartered in Franklin, United States, in the North America region.
How does PEDIGREE Foundation make money?
Two revenue lines are on record. Donor Contributions are the primary driver. The others are DOGS RULE Gear Sales.
Who are PEDIGREE Foundation's main competitors?
Direct peers on record are Maddie's Fund, Banfield Foundation, PetSmart Charities, Petco Love, RedRover, Best Friends Animal Society, Greater Good Charities and American Humane Society. Broad incumbents are Humane Society of the United States and ASPCA.
Does PEDIGREE Foundation have an API?
No public API is recorded for PEDIGREE Foundation.
What industry is PEDIGREE Foundation in?
PEDIGREE Foundation's product category is Animal Welfare Nonprofit Grants. Its primary akta.pro industry code is BPAGAIAA, Animal Shelters & Adoption Services, with a secondary code of AFAEALAC, Animal Welfare & Advocacy Organizations. Its NAICS code is 813211 and its SIC code is 8300.