Core Insights - Ultrack Systems Inc. has signed a Memorandum of Understanding with Empire Media Worx Inc. to enhance the branding and marketing of its pet wellness brand, Better Pets [1][2] - This partnership is a strategic move aimed at positioning Better Pets as a leading name in the global pet wellness market, which is projected to exceed $400 billion by 2030 [3] Company Overview - Ultrack Systems Inc. is a diversified technology and asset management company focused on identifying and scaling high-potential businesses in sectors like smart logistics, digital health, and consumer wellness [6] - The company aims to build value-driven brands that have a measurable impact in the evolving marketplace [6] Partnership Details - Empire Media Worx will manage the full-scale rebranding, creative direction, and marketing for Better Pets, which is already gaining traction in retail and has a Health Canada-approved product launch [2][3] - The collaboration is expected to increase brand visibility, accelerate online sales growth, and enhance shareholder value as Ultrack expands into e-commerce and health sectors [4][9] Strategic Importance - The partnership aligns with Ultrack's broader strategy of diversifying into scalable, high-margin sectors, enhancing brand equity and digital visibility [9] - The initiative is seen as a transformative step for Better Pets, aiming to create a modern brand that resonates with pet owners globally [4][9]