A History of Champion Nutrition
For more than 125 years, Purina has been creating high-quality, innovative pet foods that change lives. The brand was the first to develop extrusion technology to create “kibble”, which provided shelf-stable, great-tasting dog food that could last in pantries across America. Later, Purina would debut another first: Purina® Pro Plan®, the first commercial dog food with real meat as the number one ingredient. Now adopted as the nutrition of choice for professional dog breeders, handlers, and enthusiasts, Purina Pro Plan has established a legacy of excellence in both the sporting and show worlds.
The Journey to Pro Plan Sport
1894
History Is Made
Robinson-Danforth was founded as a balanced food production company for animals, becoming the first company in the world to offer such products.
1926 – 1950s
From Farms to Homes Across the U.S.A.
1926-1950s - Purina Dog Chow is the company’s only pet food. It is sold exclusively through Purina dealership feed stores to farmers, hunters, breeders and kennel operators. During this time, Purina sponsors some notable canine competitors and events, laying the foundation for future support in the community.
1957 - Purina Dog Chow, a new formula and kibble, is introduced in grocery stores nationwide. The company continues to promote Purina Dog Chow to dog professionals through dog shows, field trials, veterinary meetings, kennel industry meetings, and dog club meetings.
1972 – 1985
Powered by Protein
1972 - Ralston Purina introduces Purina High Protein brand dog food. It is developed specially to provide the “extra energy hardworking dogs need.” This brand is marketed for working dogs like herders and farm dogs, hunting dogs, and sporting dogs.
1981 - Purina High Protein is restaged as Hi Pro and serves as the prototype for what would eventually evolve to Pro Plan Performance formulas.
1986
Game-Changing Pet Nutrition
Pro Plan Performance dog food formula is introduced and becomes a flagship brand for Purina’s efforts to advance its adoption and trust with enthusiasts and influentials, including breeders, veterinarians, and participants in sporting and show competition.
Late 1980’s
Birds of a Feather
Pro Plan begins to amplify partnerships with Pheasants Forever and Ruffed Grouse Society, organizations with a shared passion for dog sports and conservation.
1992
The Pros Know Best
As Pro Plan Performance Formulas grow in popularity, Pro Plan launches the first Pro Plan sporting dog-specific campaigns featuring top trainers and competitors in the sporting dog world.
2011
The Choice of Champions
Purina Pro Plan launches a new advertising campaign in seven top sporting dog publications. The ads highlight that Purina Pro Plan is the nutrition of choice for the top-ranked dogs in ten major sporting dog segments. This elevation of winning dogs becomes a thread in Pro Plan campaigns that continues to this day.
2012
Nutrition That Performs®
Purina introduces Purina Pro Plan Sport, a range of products that targets consumers who exercise with their dogs. The Sport lineup is designed to promote endurance and strength and includes Pro Plan Performance Formula, Pro Plan Active Formula, and Pro Plan Advanced Formula. This is the first time the brand has offered multiple formulas for canine competitors and highly active dogs.
Late 2010’s
Leaders in Conservation
Building on the brand’s many long-standing relationships in the field, Pro Plan begins to elevate the partnership with the conservation and sporting organization, Ducks Unlimited.
2021 – Present
A Lifetime of Strength and Stamina
2021 - Pro Plan Sport formulas continue to gain momentum, prompting an expansion of the line to include formulas with novel proteins including Beef & Bison, Salmon & Cod, and Turkey, Duck & Quail. The packaging for these formulas also highlights that Pro Plan is a “Proud Partner of Ducks Unlimited.”
2022 - Pro Plan Sport debuts new, life stage-specific formulas for puppies, large breed puppies, and adults age 7+. This expansion ensures active dogs can get the fine-tuned nutrition they need for a lifetime of age-appropriate strength and stamina.
Fueling Victories Year After Year
The top dogs in the nation trust Pro Plan.
96 of the Top 100* Show Dogs
Pro Plan proudly fuels 96 of the top 100 show dogs with high-quality nutrition that helps them perform at their best.
*Dog News Magazine Top 100 Dogs based on AKC All-Breed Competition and RBIS through 12/31/23. The handlers or owners of these champions may have received Pro Plan dog food as Purina ambassadors.
Only One Brand Fuels the Most Sporting Dog Champions†
For over a century, Purina has been innovating pet foods to become the gold standard in canine nutrition. That’s why Pro Plan is the food of choice for the most sporting dog champions.
†Based on 2023 National, World & Invitational Champions and Purina Award Winners. The handlers or owners of these champions may have received Pro Plan dog food as Purina ambassadors.
The Incredible Dog Challenge®
For more than 25 years, Purina Pro Plan has given incredible canine athletes the platform to showcase their amazing abilities in exciting events like dock diving, flying disc, agility and more!
Spotlight: Purina Farms
Opening Doors to the Enthusiast Community
2004
The first outdoor dog show is hosted at Purina Farms, kicking off a new era in which breeders, kennel clubs, and sporting dog enthusiasts have a place to call their own. Over time, the staff at Purina Farms will acquire the equipment and knowledge to support additional events and begin building permanent courses for performance sport competitions such as herding, lure coursing, agility, and earthdog trials.
2010
The Purina Event Center opens at Purina Farms in Gray Summit, Missouri. The 84,000-square-foot center serves as a host to local, regional, and national dog shows, competitions, and sporting dog events.