Petfinder turns 30 with meal donation campaign

Petfinder, the US adoption platform owned by Nestlé Purina, is marking its 30th anniversary with a campaign that links activity on its website to pet food donations. Between 17 August and 16 November, every pet profile added to favourites and every adopter profile created on Petfinder.com counts as one donated meal, and a submitted adoption enquiry as a full day of meals. The total is capped at six million meals, which the company puts at around 1.5 million lb (some 680 tonnes) of pet food. A footnote states that donations depend on product availability and that meal sizes are based on feeding recommendations for a medium-sized dog and an average cat.

The campaign is run with Greater Good Charities, which is also funding two transport flights under the name 'Runway to Forever'. These are intended to move more than 100 animals from overcrowded, high-intake shelters to regions where their…