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Fetch, best known as a tech-forward pet insurance company, is dipping its toe into another category entirely—craft beer—as a way to help fund a nonprofit veterinarian group.
With the launch of Fetch Pale Ale via partner Torch & Crown Brewing Company, the insurance provider will give a financial boost to its favorite charity, Project Street Vet, the Southern California-born service that’s establishing its first chapter in New York.
Support from Fetch—which spearheaded more than $400,000 in donations in the past year—has helped Project Street Vet grow from its San Diego home to outposts in Los Angeles, Atlanta and Orlando.
The vet service—founded by Kwane Stewart, who has been named one of the 2023 CNN Heroes—offers free exams, vaccines, flea medicine, supplies and more to the pets of people experiencing homelessness and housing vulnerability. With the tagline, “no judgement, just help,” Stewart has turned his decade-long crusade into a rallying point for like-minded brands and donors.
“When we first met Dr. Stewart, PSV was a small but mighty crew in San Diego with big dreams of expanding nationally,” Paul Guyardo, Fetch Inc. president and CEO, told Adweek. “We were determined to help make those dreams a reality, but we had no idea if it would really take off.”
The insurance brand’s assistance has put PSV in “more cities than I ever could’ve imagined,” Stewart said in a statement.
‘Dogs and beer. Duh.’
Though there may not seem to be an obvious connection between all the various players, a meeting recently between Fetch and Torch & Crown started to close the loop.
Torch & Crown’s co-founder John Dantzler proposed a product collaboration with Fetch, in keeping with the beer brand’s track record of givebacks and limited-run brews. T&C had previously created a Hazy IPA called Rainbows Everywhere, with a portion of profits going to local LGBTQ+ causes in New York, and also linked with The Dogist for a custom beer and a money-raising event.
And as execs at the brewery have succinctly put it on their company blog: “Dogs and beer. Duh.”