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Pet Food Company Receives $2.2M Investment

It supplies food, supplements and pet care products.




BROOKLYN, NY — Sport Endurance Inc. has made a $2.2 million investment in TruPet LLC, parent company of TruDog, a family-owned pet food company.

The investment by Sport Endurance is made in conjunction with a “large investment” from Cambridge Companies SPG, an investment firm based in Newport Beach, CA, as part of TruPet’s $5.2 million oversubscribed Series A round, according to a press release.

TruDog supplies the TruDog line of nutritional food, supplements and pet care products for dogs, cats and horses.

“It is our pleasure to invest in TruPet – a pet food and supplement company that closely shares our vision with providing natural and healthy products,” said David Lelong, CEO of Sport Endurance. “With this additional working capital from our Company and Cambridge, TruPet has the opportunity to expand its high-quality product line with a distribution channel to match. We envision using alternative healthcare trends to work together and create a presence in the pet industry by supplying sought after and beneficial products.”

Lori R. Taylor, founder of TruPet, said, “With this investment, we are excited to be able to fund our studies for educational content on CBD for pets as well as further developing innovative health solutions in line with our company promise ‘tested on humans proven safe for pets.’ We will be launching an educational docuseries on CBD for pets as well as a new fitness program called Keep Your Best Friend Fit.”

TruDog’s list of products available to purchase online includes food and energy boosters, raw treats, dental products, grooming products and natural supplements. Popular items from TruDog include Joint and Flexibility Daily Supplement Powder, CALM ME – Calming Support Soft Chew, and PROTECT ME – Digestive Health Support.


The TruDog product line is currently offered at online retailers such as Amazon, Chewy and Walmart, as well as its own ecommerce site (



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