Project Ginger

Did you know that nearly 60 million cats live in the U.S., yet less than half visit the vet regularly? Or that stress can significantly impact a cat’s health and behavior? We believe it’s time to change that. We’re here to explore the untold stories of feline health, behavior, and care—uncovering insights that will help cats and their caregivers thrive. Follow us to join the conversation, learn more about your feline friends, and help us build a better future for cats. The journey begins now, and we’re glad you’re here. Stay tuned—big things are coming. #FelineCare #CatsOnly #FelineHealth #Innovation #ProjectGinger

It’s common to think that setting up a “cat corner” with food, water, litter, and a scratching post in one spot keeps things organized. But for cats, this setup goes against their natural instincts and can create stress. Cats naturally separate essential activities. They don’t eat or drink where they eliminate, and they prefer multiple resting spots throughout their territory. In multi-cat homes, keeping resources in one area can lead to competition, territorial behavior, and conflict. ?? A better approach? Each key resource - toileting area, food and water bowls, play area, resting or sleeping area, and scratching area should be in a separate location, expanding the cat’s environment and providing choice. Ideally, each cat should have at least two resting areas, two feeding areas, and two toileting areas. Food and water should also be kept apart, as separate eating locations help prevent stress and feeding competition. By spreading out resources, cats in multi-cat homes can eat, drink, and eliminate without feeling threatened or restricted, reducing stress and promoting a healthier, more balanced living environment. Small changes can have a big impact on a cat’s well-being! ?? Checkout the comments below to see a great example of a home setup! #CatCare #FelineWellbeing #CatBehavior #HappyCats #CatEnrichment

The buzz is real! Everywhere you look, cats are in the spotlight - news, research, and industry conversations are finally shifting the narrative. This is indeed the #CatEra but we still have a lot of work ahead. This NYTimes article highlights many of the historical barriers that have slowed innovation and limited access to veterinary care for cats. For too long, they have been overlooked, their health needs underfunded, and their caregivers left navigating a system that wasn’t built for them. The market shows cat ownership is rising, driving demand for better healthcare, products, and services tailored specifically to them. Over the last few decades, #veterinarymedicine has made enormous strides, allowing pets to receive highly advanced care. But #felinemedicine has lagged behind its canine counterpart, and providing evidence-based medicine for cats remains a challenge. The feline ecosystem is expanding - we are seeing growth in Cat Friendly Practices, cat-focused brands, and new product launches are emerging from industry pipelines. Companies are investing in research, innovation, and education to close the gap in feline healthcare. There’s also growing awareness in veterinary schools about the need to prioritize feline medicine, and new data insights are giving us a deeper understanding of feline health, behavior, and owner engagement critical for shaping the next wave of progress. At the same time, we need to shift the narrative around feline medicine. Instead of framing cats as a medical mystery, we should see this as an opportunity to advance our understanding of a species that has long been underserved. Treating cats as their own species requires a deeper commitment to research, innovation, and a better grasp of how cat owners think, engage, and make healthcare decisions. The Work Ahead ??Rethinking feline medicine - cats need dedicated medical advancements, not adaptations from canine care. ??Better supporting cat caregivers - education and resources must evolve to help them make informed healthcare decisions. ??Closing the research gap - academia and veterinary training must prioritize feline health. The momentum is here! Let’s keep pushing forward. CATalyst Council EveryCat Health Foundation Feline Veterinary Medical Association Antelligence Scott Maloney Jon Ayers Jane Brunt Kerry Bennett Craig S. Wallace John Nohe Eve Hanks Brad McCollum Jackie Jaakola Amanda Landis-Hanna, DVM (she/her/hers) Jason Epstein Anne Ward Natalie Marks (Schneiderman), DVM, CVJ, CCFP, Elite FFCP-V Linda Block Tanya Cooper, MBA, Elite FFCP-V Valentine Williams, DVM, MS, Diplomate ACVS Warren Rickard Matthew McGlasson, DVM, CVPM Ken Lambrecht Ellen Carozza LVT, VTS(CP-Feline) Amanda Drobnis David Dieffenbach Janet Patterson-Kane FRCVS Can S?nmezer Chris Kelly Susan Groeneveld Mary Chestak

Thank you to Hill's Pet Nutrition for the just-launched World of the Cat report! This report highlights the growing momentum in #felinemedicine, from advanced diagnostics and treatments to feline-specific veterinary care and nutritional innovation. ??Cats are finally getting the attention they deserve! With 220–373M pet cats worldwide (74M in the U.S.) and shelter cat adoptions now surpassing dogs (2.1M vs. 2M per year in the U.S.), the demand for #specializedfelinecare has never been more critical. As the global cat population rises, so does the need for continued research and innovation in feline health. ?? The Momentum in Feline Veterinary Medicine -Growth of Cat Friendly Practice? Programs – Proven to increase visits, early disease detection, and caregiver education -Expanding Feline Knowledge – 12 new feline-specific textbooks and 13 new Feline Veterinary Medical Association/International Cat Care Feline Guidelines published in the last five years - 96 ABVP Feline Diplomates leading feline medicine - New Treatments & Diagnostics – Breakthroughs in FIP, CKD, diabetes, HCM and stress-free vet visits are transforming feline care ?? The Growing Importance of Cat Adoptions Adoption trends are reshaping the pet industry with an estimated 37M U.S. households owning cats and an average of 1.78 cats per home. Every year, 3.2M cats enter shelters in the U.S., with 2.1M being adopted. Despite these numbers, millions of stray and feral cats (30-40M in the U.S.) remain without veterinary care, underscoring the importance of education, access to veterinary services, and proactive feline health initiatives. ?? Addressing Key Challenges - The Veterinary Visit Gap – Only 40% of cats see a vet annually, compared to 82% of dogs—largely due to stress and lack of awareness - The Obesity Epidemic – 61% of U.S. pet cats are overweight, yet only 28% of pet parents recognize the issue. Education is critical. (Association for Pet Obesity Prevention) - Feline Medicine Gets a Bigger Platform – The AAFP’s rebrand as the Feline Veterinary Medical Association in 2024 reflects a significant shift toward feline-focused care Hill’s is driving feline medicine forward through research, diagnostics, new treatments, and innovations in feline nutrition. They formed the Cat Advisory Team (C.A.T.), bringing together global experts to shape the future of feline care. By expanding education and awareness, Hill’s continues to support both veterinary professionals and pet parents in improving feline health. Scott Maloney Craig S. Wallace Ernie Ward Jason Epstein Jane Brunt Matthew McGlasson, DVM, CVPM Ken Lambrecht Natalie Marks (Schneiderman), DVM, CVJ, CCFP, Elite FFCP-V Jon Ayers CATalyst Council Chris Kelly Ellen Carozza LVT, VTS(CP-Feline) Susan Groeneveld Gina Del Vecchio Warren Rickard

Why Do Cats Make That “Stink Face” After Sniffing Something? ???? Have you ever watched your cat sniffing something and then pausing with their mouth slightly open, eyes squinting, and lips curled? You’ve witnessed the Flehmen Response! This reaction isn’t about bad smells, it’s a highly specialized way cats analyze chemical signals in their environment. ?? What Is the Flehmen Response? That open-mouth sniff helps cats process chemical signals used for communication between members of the same species. To detect and decipher these invisible messages, they rely on a special sensory organ in the roof of their mouth called the vomeronasal organ, or Jacobson’s organ. This structure connects directly to their brain, allowing them to analyze pheromones and chemical cues beyond what their nose alone can detect. ?? Why Do Cats Do This? Cats rely on scent to understand their world. The Flehmen Response helps them: ?? Decode Other Cats – Pheromones tell them whether another cat is male, female, friend, rival, or even in heat. ?? Analyze Their Territory – They can "read" chemical signals left behind by other animals, giving clues about who has passed through their space. ??? Investigate Strange or New Smells – They're gathering important information about their surroundings, whether it’s a new object or a scent left by another animal. ?? A Fascinating Part of Feline Behavior! The next time your cat pauses with that open-mouth sniff, they’re using an advanced sensory tool to learn more about their world. It’s an incredible part of how they communicate and interact with their environment! Have you seen your cat do this? Drop a pic or story below! ???? #FlehmenResponse #CatSenses #HowCatsSmell #felinespecies #projectginger #felinebehavior

?? Learn Their Language: Understanding Your Cat’s Communication ???? Ever wish your cat could talk? They already do - we have to learn their language! Cats communicate in subtle, complex ways, and understanding their cues strengthens trust and deepens your bond. ?? Key Feline Communication Cues: ?? Slow Blinks = “I trust you.” Try returning the gesture! ?? Head Bumps = “You’re part of my family.” This is how cats share their scent with loved ones. ?? Chirps & Trills = Friendly greetings or requests for attention. ?? Tail Talk – Understanding Feline Communication ? Upright with a curve = Confident & Content ?? ? Puffed Up = Feeling Cautious or Alert ?? ? Flicking Rapidly = Focused or Processing Stimuli ?? ?? Science Says: Studies show that when humans respond appropriately to cat body language, cats become more social, less stressed, and more likely to seek human interaction. ?? ? How to Strengthen Your Bond ? Respect Their Autonomy – Let them initiate interactions instead of forcing affection. ? Engage Their Instincts – Play, puzzle feeders, and safe exploration keep their minds sharp. ? Communicate Like a Cat – Slow blinking at your cat can reinforce trust and affection. ??? The best relationships start with understanding. Respect their signals, and your cat will trust you even more. #FelineCommunication #CatBehavior #ProjectGinger #RespectTheWhiskers

Ever wonder if your cat knows their name? Or if they recognize your voice among all others? Science says yes! ???? ?? Research shows cats can distinguish their caregiver's voice from a stranger’s and recognize their names, even when spoken in different tones. While they may not always come when called, they register the information and choose how to respond. Vocal cues aren’t the only way cats communicate with us. They are masters of social observation. They watch, learn, and adjust their behavior based on our attention, mood, and reactions: ?? Looking at them? They’re more likely to approach. ?? Ignoring them? They may reduce their attempts to engage. ?? Responding to their cues? This reinforces social bonding and increases their trust. Unlike dogs, cats evolved as solitary hunters, meaning they communicate through subtle signals rather than exaggerated gestures. They rely on their sharp instincts to read human body language, tone, and eye contact, even recognizing when we're happy, stressed, or indifferent. ?? What does this mean for cat lovers? ?? Consistency matters - using the same vocal and visual cues strengthens communication. ?? Acknowledgment builds trust - even a small response to their behaviors reinforces bonding. ?? Cats aren’t ignoring you - they’re just deciding what your signals mean before they react. ?? To deepen your relationship with your cat, don’t just talk; observe. They’re paying attention, even when you think they aren’t. ?? ?? Sources in comments. #FelineWisdom #CatsAreListening #UnderstandingCats #CatBehavior

Ok, I'm calling it...the next big, productive shift in animal health will be species-specific care. A major transformation is happening in veterinary medicine—species-specific care is on the rise, and it’s changing the game for pets, pet parents, and the business of animal health. For years, veterinary practices have operated as generalists, treating a mix of species under one roof. But as our advancements in animal health expand, there are clear benefits of specialization. We are looking at some very specific strategies to build on this trend. Some areas of note... Higher Quality of Care...Species-specific clinics can tailor everything—from medical protocols to diagnostics and treatment plans—to the unique needs of a single species. Cats, for example, have vastly different metabolic rates, dietary needs, and stress responses than dogs. Specialization leads to better medical outcomes and more effective treatment plans. Reduced Stress for Pets & Pet Parents...Anyone who’s taken a cat to a traditional vet clinic knows the stress—dogs barking, unfamiliar smells, an environment not designed for feline comfort. Species-specific clinics eliminate these stressors by creating environments tailored to the behaviors and needs of their patients. The result? Calmer pets, smoother visits, and more engaged pet parents who feel confident in their care choices. Business & Investment Opportunity...From a business standpoint, species-specific care is a differentiation strategy that drives demand and loyalty. Pet parents are increasingly seeking expert-led, highly tailored veterinary experiences. Investors and entrepreneurs in animal health are recognizing the financial upside—specialized practices tend to command premium pricing, experience stronger client retention, and attract partnerships with industry innovators. A Market Ready for Growth...With pet ownership rising and consumer expectations for high-quality, specialized care increasing, the shift toward species-specific medicine is more than a trend—it’s a fundamental shift in how veterinary care will be delivered in the future. We are placing our bets and resources accordingly. #VeterinaryMedicine #AnimalHealth #PetCare #BusinessInnovation #SpecializedCare #FelineHealth #CanineCare #InvestorTrends Kristin Wuhrman Craig S. Wallace John Nohe Jason Epstein Matthew McGlasson, DVM, CVPM Natalie Marks (Schneiderman), DVM, CVJ, CCFP, Elite FFCP-V

For years, the veterinary and pet industries have focused more on dogs, but the numbers tell a different story - one that highlights a massive opportunity in #felinehealth ?? ?? By the Numbers: ?? Nearly 70 million pet cats in the U.S., outpacing dogs. ?? 50% of cats never receive veterinary care (AskVet: 80% of their cat parents). ?? Gen Z spends over $6,100/year on pets (Harris Poll). ?? 52% of cats are owned by men (Mars Global Pet Owner Study). ?? Feline insurance policies are growing faster than canine policies (NAPHIA). ?? 35% of cat owners have little to no experience with cats (CATalyst Report). Yet, despite this growth, access to feline-specific care remains a challenge. Now is the time for the industry to adapt and leverage technology, education, and innovation to meet the needs of #ModernCatCaregivers. ?? Where the Future is Heading: ?? Leveraging Tech & Cat Consumer Brands – AI-driven monitoring, wearables, and in-home screening are game changers for engaging caregivers, meeting them where they are, and driving education and medicalization. ?? Feline-Specific Care – Demand for stress free, expert led veterinary care tailored to cats is rising. Feline Veterinary Medical Association & Cat Friendly Practice? data show that clinics with trained staff, feline-friendly environments, and low-stress handling see higher retention, revenue, and better patient outcomes. ?? Proactive & Preventative Health – The market is shifting toward precision medicine, diagnostics, and novel therapeutics for chronic diseases (HCM, CKD, FIP). ?? The Human-Feline Bond is Evolving – Understanding feline emotions and behavior will define the future of veterinary medicine. With rising veterinary costs, increasing demand for feline-specific care, and tech-driven solutions, those who invest in feline health today will lead the next wave of industry growth. ?? The $150B animal health industry by 2032 will be dominated by companies that recognize and address the unique needs of cats and their caregivers ... those who fail to adapt risk being left behind. The time to build, innovate, and invest in feline health is now! ?? The most transformative opportunities in business aren’t always where everyone is looking… they exist in the overlooked, underserved, and underdeveloped corners of major industries. (Scott Maloney) Share your thoughts about why the business of cats is the future of animal health. ?? I’m no artist, but here’s a fun tune from the voices of felines everywhere! #FelineHealth #AnimalHealth #VeterinaryInnovation #PetCare #CatCare #Investment #VeterinaryAI #Biotech #FutureOfVetMed #BusinessOfCats Craig S. Wallace Jane Brunt Jon Ayers CATalyst Council Alex Emerson Natalie Marks (Schneiderman), DVM, CVJ, CCFP, Elite FFCP-V Chris Kelly John Nohe Susan Groeneveld Matthew McGlasson, DVM, CVPM Ellen Carozza LVT, VTS(CP-Feline) Jason Epstein Mary Chestak Sarah Irving Ali Ganjavian Amanda Landis-Hanna, DVM (she/her/hers) Cecelia Carrera

Cats are complex, sentient beings with emotional needs that extend beyond mere survival. While their physical and mental health has long been the primary focus of feline care, emotional wellbeing is only now gaining the attention it deserves. True feline welfare is about meeting basic needs and creating opportunities for cats to thrive. ?? Recognizing feline emotions can be challenging, as cats communicate primarily through subtle body language rather than overt expressions. This has led to the misconception that they are naturally less emotional or independent. However, cats experience a broad spectrum of emotions, from joy and contentment to fear, anxiety, and frustration. How they perceive and react to their environment directly impacts their wellbeing. Fear and anxiety are common in veterinary settings, where unpredictability and unfamiliar handling can make a cat feel vulnerable. Their responses - freezing, avoiding, or, in extreme cases, displaying aggression - are survival strategies, not signs of stubbornness or defiance. Similarly, frustration can arise when a cat lacks control over its environment or cannot access something it desires, leading to stress-related behaviors. We must actively enhance a cat’s emotional wellbeing to move beyond basic welfare. This means providing environments that allow them to express natural behaviors, offering choice and predictability, using low-stress handling techniques in veterinary care, and ensuring they feel secure in their surroundings. When we acknowledge and support a cat’s emotional world, we empower them to exist and thrive. #FelineEmotions #BeyondBasicWelfare #ThriveNotSurvive #CatFriendlyCare #UnderstandingCats #FelineBehavior #FelineMedicine ?? Resources: https://lnkd.in/g8UNVYtC https://lnkd.in/geKeuf9W