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Helping Others is Their Business: Precious Cat Generates Precious Funds to Accelerate a Cure for Cancer

Precious Cat founders Kathy and Bruce Elsey have made it their business to help others—literally!

Drawing on a unique business model, the Colorado couple created a perfect way to share their success with the Multiple Myeloma Research Foundation (MMRF) and myeloma patients everywhere.

The public knows veterinarian Bruce Elsey as the name behind "Dr. Elsey’s Precious Cat" products, which include a range of intelligent cat litter items targeting specific feline needs. Founded in 1998, Precious Cat combined Dr. Elsey’s extensive knowledge of feline behavior with Kathy Elsey’s determination to see things through. Working together, they created a company that provides quality cat litters that helps cats live happier, healthier lives.

When Kathy Elsey was diagnosed with multiple myeloma in 2009, the Elseys wanted to do everything they could to attain a cure. It did not take the couple long to understand the singular focus and tremendous value of the MMRF mission and to become actively involved through generous contributions. As part of this transformative commitment, they sought creative ways to effectively channel their ongoing assistance and simultaneously inspire as many others as possible to get involved.

The answer came in the creation of a collaborative business model that supports the MMRF by matching a portion of purchases by supporters towards curing cancer. Through their generous contribution and this creative model, the Elseys and Precious Cat have funded nearly $6 million for discovering and advancing new drugs to help cancer patients. 2013 marked the third year of this collaboration.

Through their unique business model the Elseys hope to inspire other individuals and companies to initiate similar programs. By utilizing this approach, the Elseys and Precious Cat not only generate much-needed funding, but help to educate the public about the vital mission of the MMRF—to drive research and drug breakthroughs in myeloma faster, to promote much-needed collaboration between industry and academia, and to empower patients in helping reach a cure.

"Giving hope through prayer and action"
- Bruce & Kathy Elsey

As the Elseys demonstrate, opportunities abound for other entrepreneurs to combine their passion and business acumen to help fund a vital cause like cancer research, and ultimately find a cure, through the MMRF.

Touch of Outdoors
Precious Cat
Touch of Outdoors Litter
Now Available at PetSmart, PetCo and Other Independent Retailers