South Africa - Startup under 3 years old

Describe your project or startup in a few words

The project aims to produce quality pet food by incorporating vegetables from food waste in the pet food that are formulated by the company Germinnor (Pty) Ltd. Plant based preservatives & flavorants are introduced through protein-based nanoparticles

01.01 Describe your startup in more detail

Germinnor (Pty) Ltd is a company that designs and manufactures innovative and research-based environmentally friendly pet products. The company was registered in 2023 by a Veterinary Technologist (currently PhD candidate) with experience in parasitology and bacteriology. The company has four revenue streams: pet furniture and accessories (using waste textiles as stuffing, other waste materials for furniture structure); pet cosmetics and acaricides; pet treats and supplementary food (research based); veterinary textiles and scrubs. The company consciously selects waste products for the furniture to create luxurious and functional products, whilst using organic and plant based products for the other products. The company further introduces nanotechnology to deliver agents that are incorporated as preservatives or act against bacteria and parasites in its products. The pet treats and supplementary food are organic based without synthetic/chemical colourants, flavourants or preservatives.

01.02 What is the main problem you are trying to solve?

There is a global surge of food wastage. The majority of vegetables that are "undesirable" end in landfills where they rot without being used effectively. Although these vegetables may have a bit of spoilage, they are still relatively good to consume. The majority of efforts in food waste recovery is dedicated into turning these "waste" into manure. We at Germinnor intend to capture the "waste" produce before it goes into landfills and select the least spoiled vegetables for incorporating into our pet treats and supplementary food. The retrieved or recovered vegetables will a) add much needed nutrients to our pet treats and food, b) increase volume of the formulation c) remove the use of flavorants and colourants (our carrot and beetroot kibbles have proven to create their own natural colour and flavour) and d) whey protein from milk by products will be used for the encapsulation of preservatives which will facilitate the slow release of the preserving agent (also plant based).

01.03 Tell us the major benefits and/or advantages of using the product/service that your startup provides (at least 3).

a) Nutritional value to pets (and livestock and poultry) b) Environmentally sustainable (no harmful chemicals) c) Non-toxic to animals and humans d) Research-based: the owner is a PhD candidate with a project aligned with the company products e) Ethical: the owner is a registered (South African Veterinary Council) Veterinary Technologist

01.04 Please describe who exactly your startup’s product/service is aimed at serving. Who are the targeted beneficiaries?

Germinnor is a company that primarily targets pet owners. This include companion animals such as dogs, cats and pet rodents such as rabbits or guinea pigs. The company aims to include livestock feed. Secondarily, the company also provides medical scrubs to individuals in the veterinary health sector.

01.05 When was your company established?

2023-03-01

01.06 Are you already selling your product/service?

No

01.07 How many other owners are there within your startup?

1

01.08 Among the other owners, how many are female?

1

01.09 Please describe the profile of the other owners within your startup (skills, experience, etc.)

One owner National Diploma, Baccaleareus Technologiae, Master in Health Science all in Veterinary Technology Fashion designer PhD candidate: parasitology, bacteriology, phytochemistry, nanotechnoloy

01.10 If you have a website, a social media page (Facebook, Instagram, Linkedin…), or app, please provide the link(s) here:

https://www.instagram.com/germinnor_pets?igsh=MWloeG8yZXY4hodQ==

01.11 Which industry best describes your project?

d) Primary commodities (food, drink, household and personal products)

02.01.01 My startup contributes to the No poverty goal

5

02.01.02 No poverty - Justification for my startup

The company requires a number of young people to be employed. This includes those in the paraveterinary sector, biotechnology, other employment forms includes individuals who will work in the manufacturing, packaging and marketing of the product. These will all eliminate poverty through job creation which will be a relief in a country where the majority of the youth are unemployed and the economic status is less desirable.

02.02.01 My startup contributes to the Zero hunger goal

3

02.02.02 Zero hunger - Justification for my startup

N/A

02.03.01 My startup contributes to the Good health and well-being goal

5

02.03.02 Good health and well-being - Justification for my startup

Pets are often refered to as "furbabies", these companion animals fulfil a number of roles within a family structure which includes (but is not limited to): physical, psychological and social well being. Therefore, a healthy furbaby is important for the "good health and well-being" of its owner.

02.04.01 My startup contributes to the Quality education goal

2

02.04.02 Quality education - Justification for my startup

N/A

02.05.01 My startup contributes to the Gender equality goal

2

02.05.02 Gender equality - Justification for my startup

N/A

02.06.01 My startup contributes to the Clean water and sanitation goal

4

02.06.02 Clean water and sanitation - Justification for my startup

N/A

02.07.01 My startup contributes to the Affordable and clean energy goal

1 - Strongly Disagree

02.07.02 Affordable and clean energy - Justification for my startup

N/A

02.08.01 My startup contributes to the Decent work and economic growth

7 - Strongly Agree

02.08.02 Decent work and economic growth - Justification for my startup

Germinnor is a holistic company that aims to employ young talented people from all walks of life. This includes graduates in terms of the formulation of the products and skilled young people that will be employed in respective divisions such as packaging in the company. The pet market has been on a increase for the past few years and has seen recorded growth globally. Additionally more people have been reported to own one or more pets and this highlights the need for a company that can cater to the needs of these owners while adding to the economic growth of the country and job creation.

02.09.01 My startup contributes to the Industry innovation and infrastructure

7 - Strongly Agree

02.09.02 Industry innovation and infrastructure - Justification for my startup

Through the incorporation of nanotechnology using organic material that are not only environmentally sustainable but have the important functions of control release and delivery of the plant-based agents used as preservatives and antibacterial agents. The company adds a new dimension that has not been tapped into in pet food. Furthermore, the formulation of nanoparticles is always open for possible patenting.

02.10.01 My startup contributes to the Reduced inequalities goal

5

02.10.02 Reduced inequalities - Justification for my startup

The company will select and employ individuals based on their capabilities, qualifications (as per the job requirement) as well as their love for animals and the environment. The company rejects any form of discrimination based on race, gender and physical abilities. This excludes individuals who do not value the lives of animals and the environment. The company will pioritize marginalized groups to ensure equal opportunity.

02.11.01 My startup contributes to the Sustainable cities and communities goal

7 - Strongly Agree

02.11.02 Sustainable cities and communities - Justification for my startup

The company is entirely based on the foundation of the "One health concept", wherein all products and processes are researched and evaluated for the harm they may cause to the animal, human and the environment. The company further adopt a "green economy" or "no waste" approach in its designing and manufacturing of all its products.

02.12.01 My startup contributes to the Responsible consumption and production goal

7 - Strongly Agree

02.12.02 Responsible consumption and production - Justification for my startup

By incorporating vegetable "waste" in its pet treats and supplementary food, Germinnor ensures that food companies or entities can refrain from sending their vegetable "waste" to landfills through an agreement with Germinnor by providing vegetable "waste" which is used in the pet treats and food.

02.13.01 My startup contributes to the Climate action goal

1 - Strongly Disagree

02.13.02 Climate action - Justification for my startup

N/A

02.14.01 My startup contributes to the Life below water goal

6

02.14.02 Life below water - Justification for my startup

The careful selection of non-toxic and organic materials for the company products ensures that residues that may leak into the water will not harm aquatic life.

02.15.01 My startup contributes to the Life on land goal

6

02.15.02 Life on land - Justification for my startup

The careful selection of non-toxic and organic materials for the company products ensures that residues that may leak into the water will not harm life on land.

02.16.01 My startup contributes to the Peace Justice and Strong Institutions goal

1 - Strongly Disagree

02.16.02 Peace Justice and Strong Institutions- Justification for my startup

N/A

02.17.01 My startup contributes to the Partnerships for the goal

2

02.17.02 Partnerships for the goal - Justification for my startup

N/A

06.01 There are a large number of customers who already use a product/service very similar to the product/service we envision creating.

1 - Strongly Disagree

06.02 The product/service represents an entirely new type of product/service.

5

06.03 The product/service could be described as a new technology.

6

06.04 The product/service is an improvement on an existing product or service.

6

06.05 The product/service could be described as an extension of a range of products or services.

3

06.06 The product/service responds to a demand or need that has not been satisfied by other products/services.

7 - Strongly Agree

06.07 The product/service is a new version of an old product/service.

5

06.08 Justification for my startup

Although pet treats and food currently exist in various forms, there are very few (if any) that have incorporated the use of nanotechnlogy for controlled release of selected agents, particularly for the delivery of preservatives with antibacterial and fagrant properties. Furthermore, the few companies that have introduced nanotechnology in pet cosmetics use metals as carriers. Therefore, Germinnor has a unique value proposition in the formulation of completely organic nanoparticles that not only assist with preservation but have known antibacterial and aniparasitic properties.

06.09 Competitive Analysis

Pet food manufacturing companies Retail stores selling pet food

11.05 Are you initiating actions within your community to promote the role of female entrepreneurs?

I have recently started an organization called "Society for Postgraduate Development and Advancement" which focuses on research, innovation and entrepreneurship. I have been a speaker and for various events with emphasise on entrpreneurship.