Current Global MENAT has been appointed as the PR partner for Paws & Co., a new pet care, health and wellness business preparing to launch in the UAE. Paws & Co. aims to create a quality, consistent and elevated experience to pet healthcare in the UAE. With approximately 2 million pets in the country, Paws & Co. has been established in response to the evolving role of pets within UAE households, as animals increasingly become an integral part of family life. A recent survey commissioned by Paws & Co found that 80% of pet parents in the UAE refer to their pets ‘as like one of their children’. With this shift has come growing expectations for veterinary care that goes beyond clinical treatment, with pet parents seeking experiences that are more transparent, personalised, accessible and centred around the wellbeing of pets and the experience for pet parents and their families.Current Global will launch Paws & Co. bringing to life the business’s ambition to create a connected pet healthcare ecosystem where pets are loved like family, pet parents feel confident in the care they receive, and veterinary professionals are supported to do their best work. Peter Jacob, Managing Director, Current Global MENAT, said: “As a father of two dogs, I know first- hand that there isn’t a shortage of vets. With Paws & Co., this isn’t simply about another entrant into the market. Paws & Co. is founded on the idea of changing how people think about pet healthcare and building a brand and an experience designed around the needs of pets, pet parents and veterinary professionals.” Last year, the UAE pet care market was worth $285 million and is projected to reach over $390 million by 2031. This growth comes as the UAE continues to strengthen its focus on animal welfare and responsible pet ownership, with Dubai Municipality recently opening an integrated pet shelter and launching a digital adoption platform, alongside initiatives supporting animal health, welfare and the One Health approach. As the sector evolves, Paws & Co. is committed to supporting a more holistic approach to pet healthcare, promoting preventive care, responsible ownership and better health outcomes for pets and the families they are part of.Matt Butterworth, Co-Founder Paws & Co. said: “For many pets and pet parents, the current process is fragmented, reactive and clinical yet the way people see their pets has changed, and frankly the veterinary experience hasn’t evolved at the same pace. From the beginning, we wanted to rip up the institutionalised playbook and build a pet healthcare experience that feels different. Pets are family, and their care should be personal, consistent and reassuring. In Pete and the Current Global team we have a partner that gets us and understands our intention and wider growth ambitions.”