Blockchain based animal genealogy register that fights puppy farms, helps vet research, via transparency and smart contracts

Photo of Marco Crotta
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I confirm that I am fully aware of the eligibility criteria and terms of the Purina BetterwithPets Prize and, based on its description, I am eligible to apply:

  • Yes, I’m eligible
  • Yes, I’m 18 years old or older

Should you be successful, please confirm your availability to attend:

  • Additional Skype interview(s) during the week of March 16-20th 2020
  • The Purina BetterwithPets Forum in Paris, on 3-4th of June 2020

Initiative's representative name

Marco Crotta

Initiative's representative date of birth


Initiative's representative gender

  • Man

Headquarters location: country

  • Italy

Headquarters location: city


Where are you making a difference?

All over the world. The project has no geographycal borders

Website or social media url(s)

https://fauna.life https://www.youtube.com/channel/UC45fFhSPMzXN2TRqgkGLPsw https://www.youtube.com/channel/UCjBkpczrQ8bKSOSsvfBUzBg https://www.facebook.com/irenesofia.it/

Date Started


Focus Areas

  • Revolutionizing veterinary care for pets

What is your current yearly budget for the initiative? If you are an idea stage, what early budget you would need to kick-off and run operations in your first year?

  • €10k - €50k

Organisation Type

  • civil society: a community of citizens linked by common interests

1. Founding story: Share a story about the "Aha!" moment that led the founder(s) to get started or the story of how you saw the potential for this project to succeed.

Irene, my wife, is a dog trainer and behavioural therapist for dogs. I'm a blockchain expert and developer. During a saturday evening coffee we heard of another case of pet trade and puppy farms. She started thinking if blockchain technology could help fight those traffics. I thought about it for a few moments and the answer was "Yes! And it can also do a lot more!!". And not only for dogs, but also cats, birds and endangered species or animal that has a registration system like microchip, tattoo or id-ring. While we started outlining the project we realized that it could go well beyond our initial purpouse and that it had great potential to influence and change the pet medical research and wellbeing industry for good.

2. The problem: What problem are you helping to solve?

There is no common animal registry in the world documents about pets are handled differently in each country this makes pet travel hard sometime it's hard to track information about pets information about ancestors/siblings is non available (family diseases) some pedigree are fake, other are passed from one pet to the other this leads to puppy mill and genetic disorders

3. Your solution: How are you planning to solve this problem? Share your specific approach.

We leverage the present chip/id of a pet: no changes in the care/registration of the pet is necessary. Our blockchain based global animal registry makes it possible to know the story of the pet's parents for generations since each pet will be linked to its parents and offspring. It is also possible to attach any number of documents to the registration, like medical records (vaccine, RX, prescriptions...), insurance data, pedigree and other certificates (work awards, pure breed champions etc). Data update is fast and synchronized worldwide. This is available for every species that has a unique id system, is not limited by borders, or in any other way. We can apply Fauna.life up to 250 species, with up to 65000 breeds each. It also allows for faster and easier adoptions and travel between different countries or regions. This can provide universities and research centers with an ever growing database of record to check for patterns in genetic diseases, will provide breeders a way to find the perfect match for the next healthy litters.

4. Innovation: How are you innovating or using unique approaches to solve the problem?

Blockchain technology is already used in many industries because the information stored is immutable, timestamped and has a digital signature. It is so reliable and dependable that the world of finance, real estate and I.P. is investing into it. We've already professionally applied blockchain technology to different industries: from food to textile, real estate and energy. We conducted surveys and design thinking session with animal shelter managers, breeders and vets to find how they could benefit, which information they needed and how they could use it. We also got in contact with universities that could use the data for research. Fauna.life is a distributed, peer-to-peer solution that really can change the way we take care of our pets.

5. How does your project harness the pet-human bond to help people develop important social competencies (For example: emotional intelligence, collaboration, empathy, resilience, inclusivity) and overcome serious societal issues (for example: violence, abuse, trauma, isolation, abandonment)?

A well known quote says "blockchain forces participants to be honest". This because the data has a unique fingerprint that tracks back to the writer. Should anyone provide false information the fake stays there forever tainting his own reputation and credibility. Fauna.life can help prevent : - puppy mills - pet trade and fraud (fake documents etc) - pet exploitation in general - excessive inbreeding Dishonest breeders or other professionals will refrain from participating in this platform because it would be against their interest, so they'd better simply opt out, but this could raise questions. On the other hand, the honest will gain reputation via transparency. Pet owners and professional pet breeders that use Fauna.life provide reliable data that can be cross-checked to expose bad conduct or highlight good behavior. Thus all users can choose to take actions and be responsible by collecting and sharing valuable information for the good of a specific breed or species. This is then the start to a continuous positive feedback loop and a virtual circle that strengthens the pet-human bond

6. Impact: how has your project made a difference so far in terms of both business outputs and social impact? How do you plan on measuring progress?

We just started recording all the ferrets in Italy since the chip is mandatory but there is no official national ferret registry and all activities so far are done by volunteers. We aim to grow the number of recorded animals thanks to the mutual benefit we can give to animal shelters, since recorder pets have more chances to be adopted. We are measuring progress in terms of new registrations on the platform and communities we onboard. We are currently inviting associations, volunteers, universities, research centers, vets associations, dog trainers association, pet influencer, pet-food brands as they might become our ambassadors.

7. Growth strategies: what are your main strategies for scaling your impact?

We are contacting pet-food brands, vets, associations, shelters, universities and other similar hubs. The platform will leverage gamification and social networks to grow.

8. Creating shared value: How does your initiative create value for different stakeholders?

Fauna.life empowers every pet owner: we no longer are responsible only for the well being of our own pets, but for all the breed and species they belong to. We are those that can collect and share data that can make a difference. If "data is the new oil", every owner, vet breeder is a source, and Fauna.life is the global database that users will feed and help grow for generations. This data will be used by different stakeholders for different purposes. Marketing and predictive algorithms are viable, but the relevant applications are research we can conduct thanks to the collected data and the transparency that we can bring.

9. Financial sustainability plan: can you tell us about your plan to fund your project and how that plan will be sustainable in the short, medium, and long term?

Each pet owner, breeder or shelter will pay for the subscription of each pet. This cost will be extremely low (5€ or less) as the blockchain solution we use is open, public, and business-oriented. Each "write" operation is paid, all "read" operation are free. Also users will directly use our interface to enrich the pet profile. The only cost we have is development of new features, professional advice, and some infrastructure.

10. Team: what is the current composition of your team (types of roles, qualifications, full-time vs. part-time, board members, etc.), and how do you plan to evolve the team’s composition as the project grows?

Irene Sofia: biologist, dog trainer, pet influencer Marco Crotta: blockchain expert and smart contract developer Giada Pastorino: front-end developer and UX Luca Fregoso: back-end developer We all work on the project during our free time at the moment. We’ll be using consultants and advisors as needed as well as influencers and other professionals.

11. How do you plan to influence your field of work if you are a winner of this edition of the Purina BetterwithPets Prize?

Universities and research centers will have free and unrestricted read access to the data stored in Fauna.life (for study and research purpose only). We know that somewhere in Fauna.life's data there might be a cure for a disease, for developing a new drug or preparing a new food mix, as well as information to better understand how to take care of our pets in present and future generation. Training sessions for vets, breeders, shelters will be done in person or via webinar.

12. How did you hear about this challenge?

  • Recommended by others

Evaluation results

4 evaluations so far

1. OVERALL Evaluation

Yes, absolutely! - 50%

Yes/maybe - 25%

Maybe - 25%

Maybe/no - 0%

No - 0%

2. Is this entry INNOVATIVE?

Yes, absolutely! - 75%

Yes/maybe - 25%

Maybe - 0%

Maybe/no - 0%

No - 0%

3. Does this entry have SOCIAL IMPACT?

Yes, absolutely! - 25%

Yes/maybe - 50%

Maybe - 25%

Maybe/no - 0%

No - 0%

4. Does this entry have potential to GROW & demonstrate LEADERSHIP?

Yes, absolutely! - 25%

Yes/maybe - 50%

Maybe - 25%

Maybe/no - 0%

No - 0%

5. Is this entry VIABLE?

Yes, absolutely! - 50%

Yes/maybe - 50%

Maybe - 0%

Maybe/no - 0%

No - 0%


Yes, absolutely! - 25%

Yes/maybe - 50%

Maybe - 25%

Maybe/no - 0%

No - 0%

7. FEEDBACK – Highlights

INNOVATION: You have a great understanding of the problem, have researched existing solutions, and have developed unique, thoughtful new solutions or used an old model in a new way - 100%

IMPACT: You use specific numbers and evidence to describe what your project has achieved so far (or plan to achieve in the future) and you have a plan for measuring impact - 100%

GROWTH & LEADERSHIP POTENTIAL: You have a thoughtful plan for growth and your founding team has a strong combination of leadership and knowledge-based skills - 0%

VIABIBLITY: You have given a great deal of thought to not just the idea itself but how to make it work from a financial perspective in the present and future - 50%

CHANGEMAKING ACTIVATION: You value thinking around how to activate changemakers and empower them to innovate through your product or programming - 50%

POTENTIAL TO CREATE SHARED VALUE: You have a clearly defined plan on how to maximize shared value across multiple sectors and stakeholders - 50%

WRITING STYLE: Your writing style is concise, descriptive, clear, and specific - 50%

Other option - 0%

8. FEEDBACK - Areas for Improvement

INNOVATION: Be more specific in your description of the research you have done into the past solutions to this problem and focus on how your solution is unique and innovative - 0%

IMPACT: Provide specific instances of your social impact and how you plan to measure impact – it may be helpful to describe the beneficiaries, products and programming, and provide evidence of (or plan for) how to measure impact - 0%

GROWTH & LEADERSHIP POTENTIAL: Your plan for growing the organization can benefit from more specifics. How can you round out the various skills of your current leadership team to make the project a long-term success? - 100%

VIABILITY: Make sure you have provided descriptive information about your financial sustainability plan. Where do the funds come from now and do you have a concrete plan for future sustainability? - 0%

POTENTIAL TO CREATE SHARED VALUE: Your plan can benefit from more thought on how to create value for all stakeholders, not just immediate beneficiaries - 0%

WRITING STYLE: Try to be more concise, descriptive, clear, and specific. Avoid jargon - 100%

Nothing – I thought everything was great! - 100%

Other option - 0%

Attachments (1)


Slides with basic presentation of the project

1 comment

Join the conversation:

Photo of Анастасия n/a

A very interesring project. Here in Russia I also heard from blockchain gurus that animal welfare community should start using blockchain to fight animal negligence and abuse.
If you succeed and at some stage decide to localize your solution in Russian, please don't hesitate to contact me! :)