Petfood company Nestlé Purina to buy pet adoption website Petfinder

Nestlé Purina PetCare Company announced it has signed an agreement to buy pet adoption website Petfinder from Discovery Communications LLC. The purchase will allow Nestlé Purina to broaden its support for pet welfare organizations and strengthen its role as a provider of online pet-related information. 
The transaction, Nestlé's first major acquisition of a digital property, is expected to be completed in July. Nestle Purina aims to enrich and add value for the site's more than 100 million annual visitors, while the online space also provides a digital and mobile platform to engage with a growing group of involved pet consumers.  
"Petfinder is the on-line leader in linking prospective adopters with adoptable pets, and a resource for pet owners' life-long relationship with their pets," says Joe Sivewright, president, North American Pet Food, Nestlé Purina PetCare Company. "We value Petfinder's existing framework, which is fully aligned with our commitment to pet welfare organizations and our belief that pets and people are better together. We plan to strengthen that solid framework with our extensive nutritional expertise and vast knowledge of pet welfare."
"Discovery has been a proud owner of Petfinder, and we are extremely supportive of its animal welfare mission," says JB Perrette, chief digital officer, Discovery Communications. "As we have refocused our ad-supported digital mission on being the number one non-fiction video/media company across all screens, we were eager to find a great new home for this unique company. We are confident that Nestlé Purina is a noble steward of the Petfinder mission and will further fuel the company's growth. Discovery looks forward to continuing our relationship with Petfinder through support of the Petfinder Foundation and through our valued advertiser relationship with Nestlé Purina."