Nestle Purina is adding pet health insurance to its menu in Canada, offering coverage underwritten by SecuriCan General Insurance Co.
The PurinaCare product announced Tuesday is described as Canada's first pet insurance endorsed by a leading pet food maker.
PurinaCare "purely demonstrates a commitment to advancing the lives of pets, and bringing new innovation and convenience to our consumers," stated Larry McDaniel of Nestle Purina PetCare Co.
SecuriCan, which has similar arrangements with Loblaw subsidiary President's Choice Financial and the Canadian Automobile Association, covers veterinary fees arising from accidents or illnesses, including hospitalization, surgery, diagnostics, and prescription maintenance.
PurinaCare policies also pay for routine exams, identity microchipping, vaccinations, dentistry, and flea and heartworm control, with a variety of deductible options available.
"While one in three pets will experience a new illness or injury requiring veterinary care this year, and one in six pets will sustain two or more illnesses or injuries, pet insurance is still a relatively new concept in Canada," stated SecuriCan president Randy Valpy.
He said fewer than one per cent of Canada's 11.4 million pets are insured, compared with 43 per cent in Sweden.
Consumers can access quotes and buy policies online at PurinaCare.ca, and Mr. Valpy predicted that Purina's endorsement will raise awareness of pet insurance.
SecuriCan is a subsidiary of Winnipeg-based insurance brokerage Hayhurst Elias Dudek Inc.