Homegrown Ventures announced its investment in PawPots, an innovative provider of fresh, vet-approved pet meals. Homegrown Ventures is MENA’s first CPG-focused investment firm. It backs purpose-driven founders and scalable brands, with selective investments in India and internationally. This funding highlights Homegrown’s focus on high-potential, purpose-driven CPG brands. It provides capital and strategic support to scale operations, boost brand presence, and speed up business growth.
Why is this relevant?
The global pet food market is booming. It grew from $103.3 billion in 2023 to a projected $139.29 billion by 2030, with a 4.4% CAGR. This growth comes from pet humanization—treating pets like family. It drives demand for premium, natural, and customized nutrition as ownership and health awareness rise. In the GCC, the market follows suit. It expands from $266.2 million in 2024 to $422.9 million by 2033, at a 5.3% CAGR. Here, pet adoption surges among urban professionals, expats & locals, and especially families. Higher incomes, lifestyle changes, and a focus on pet wellness and sustainability fuel this trend.
Founded by Jad Karam and Jimmy El Hajj, PawPots began in Lebanon and has operated in the UAE for the past few years. It stands out as a graduate of the Unleashed by Purina Accelerator. PawPots offers subscription-based, human-grade meals with AAFCO-compliant recipes. These positions it well to tap into market trends through innovative, tailored pet nutrition. It operates in both the UAE and Lebanon. PawPots uses real, fresh ingredients prepared in human-licensed kitchens. There are no artificial additives. Meals are kettle-cooked for quality, with a 100% satisfaction guarantee. Customers love the results: pets show more mealtime excitement, shinier coats, better weight control, higher energy, fewer vet visits, and improved digestion. This truly boosts pet health and happiness.
The future together
“We’re delighted to back PawPots with this investment. Personally, as a pet parent of 5 cats, I’m thrilled. The conviction empowers a brand reshaping pet care with fresh, impactful solutions in our region,” said Nader Amiri, General Partner at Homegrown Ventures. “It fits our ethos of fueling CPG innovators that create real value for customers and communities.”
Jad Karam, Founder & CEO of PawPots, said: “Partnering with Homegrown Ventures is a milestone for PawPots and fresh pet nutrition in MENA. As the region’s first fully fresh, cooked, human-grade pet food brand, we’re obsessed with raising pet health standards, not just selling bags of food. With Homegrown’s expertise and regional reach, we’re ready to scale faster, innovate deeper, and solidify PawPots as the category leader across the region.”
Homegrown Ventures goes beyond funding. It offers hands-on expertise in marketing, supply chain optimization, and market entry. This will drive PawPots’ growth and strengthen its lead in fresh pet food.
Ahmad Shamieh, General Partner at Homegrown Ventures, added: “PawPots hits the sweet spot in the thriving pet sector. It prioritizes quality and eco-friendly practices. Our strategic playbook will supercharge their expansion & anchor PawPots as the most loved healthy pet food brand in our region.” Jimmy, Co-Founder & COO of PawPots, noted: “From day one, we focused on delivering convenience without compromise! Fresh meals, pets love, and owners trust. This investment allows us to expand our operations and technology, enhancing how we serve every customer and their pets across the GCC.”
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