Press
The company, in brief.
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Founded
2024
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Headquarters
Singapore
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Operations
Singapore
Bay Area
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Leadership
Joshua Errett, CEO
Maurice Yeo, COO
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Product
Freeze-dried cultivated game bird treats & toppers, with fresh/frozen meals coming soon.
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Markets
Singapore
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Channels
Consumer brand · Private label · B2B ingredients
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Regulatory
Singapore AVS approved
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Defensible figures, on the record.
| 01 | First continuously-available cultivated meat pet food in Asia. Launched in retail May 1, 2026, with 12 SKUs of freeze-dried cultivated game bird treats across four functional health platforms. |
| 02 | Singapore AVS regulatory approval issued July 2025 — the first cultivated meat pet food approved for commercial sale anywhere in Asia, evaluated to the same safety and nutritional standard Singapore applies to its human food supply. |
| 03 | Four functional health platforms: Pure Protein, Digestive Balance, Teeth & Gum Care, and Skin & Coat Glow — each formulated for measurable benefits including fresher breath, calmer coat, and improved stool quality. |
| 04 | 67% protein on an as-received basis, confirmed by independent lab nutrient analysis of the freeze-dried treats. |
| 05 | Approximately 10 years of cultivated pet food experience at the founder level, including co-founding three different pet companies, including scaling a plant-based brand to Petco and Chewy (USA) and the acquisition of a fermentation-based pet company. |
| 06 | Three business channels: a consumer CPG brand, private-label manufacturing for retail partners, and B2B supply of cultivated ingredients to other pet food makers. |
| 07 | Industry-veteran leadership team with 20+ years of collective pet food experience and a track record of working together across three companies for more than six years. |
| 08 | Singapore retail partner: exclusive launch partnership with Vanillapup Pet Supplies Store (vanillapup.com), Singapore's premier holistic pet retailer, plus direct-to-consumer at friendsandfamily.pet. Products priced S$14–32. |
Leadership.
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Joshua Errett
Chief Executive Officer & Founder
Joshua Errett is the founder and CEO of Friends & Family Pet Food, a cultivated meat pet food company based in Singapore. A three-time entrepreneur with a previous company acquired, he has spent roughly a decade working in pet food technology and is responsible for award-winning pet food formulations across his career. Before Friends & Family, Joshua co-founded BioCraft Pet Nutrition (formerly Because Animals), which won the Purina Pet Care Innovation Prize in 2020. His expertise spans cell-line development, functional formulation, and regulatory strategy for novel pet food ingredients across Asia-Pacific and beyond. |
Maurice Yeo
Chief Operating Officer & Cofounder
Maurice Yeo is the cofounder and COO of Friends & Family Pet Food Co. He brings ten years of experience as a pet food distributor in Asia, with deep expertise in USA–Asia pet food trade, sales, and business development. His background spans finance, sales, and marketing, and he leads the company's commercial operations across Singapore and its expansion into other Asia-Pacific markets. |
Advisory Board
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Dr. Ka Yi Ling
Science & Patents
PhD Stem Cell Biology · A*STAR Scholar · Shiok Meats co-founder
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Dr. Gary Richter
Animal Health
Board-certified veterinarian · Bay Area clinic · Author, Ultimate Pet Health Guide
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Steve Simitzis
Strategy & Fundraising
VC · Former Mars Petcare Head of Product · Wild Earth CTO & CMO
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Matt Tom
Manufacturing
Scale-up expert · USDA · Impossible Foods · Eat Just
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Recent coverage.
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Singapore · May 1, 2026
Read the release →
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Singapore · July 28, 2025
Read the release →
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Protein Production Technology
Friends & Family Pet Food launches cultivated meat pet food in Singapore retail, as nutrition demand reshapes the category
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Green Queen
Friends & Family Pet Food Launches Cultivated Meat for Cats & Dogs in Singapore
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Pet Food Processing
Friends & Family Pet Food launches cultivated meat pet treats in retail
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The Underbite
Cultivated Pet Food Gets Its First Real Shelf, in Singapore
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Working on a story? We’re happy to share product samples, founder interviews, lab-verified nutritional data, photography, and on-the-record commentary. Email hello@friendsandfamily.pet.
Logos, photography & assets.
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Logo Pack
Wordmark in light and dark variants. SVG, PNG, and PDF formats.
Request |
Product Photography
High-resolution images of all 12 SKUs, packaging, and treats in studio and lifestyle. Available immediately on request.
Request |
Founder Headshots
Editorial and casual headshots of Joshua Errett, plus team and facility photography on request.
Request |
For interviews & inquiries.
hello@friendsandfamily.petReplies typically within one business day across Singapore and Pacific time zones. For urgent broadcast or print deadlines, please note your timing in the subject line.