To put it simply. Because we care and always have.

When we opened our first store in Essex in 2009, we knew that we didn't want to be "just another pet shop." We had recognised the huge benefits of feeding animals natural, species appropriate diets with our family pets and knew we wanted to tell the world how much of a difference what you put in your pet makes!

Today, the industry has finally accepted that pet parents won't take factory waste scraps as food for their beloved pets anymore and are finally beginning to stock more natural products. But only because they have to.

We believe deeply in small business and community. Who you choose to support are those who will help you when you need it. Would you rather that be the UK Customer Relations Manager of a multinational conglomerate or the chap who owns the local pet shop and knows you and your dog as well as they do a good friend?

Keep your local area interesting and hedge funds out of your pets' diets.

Shop small. Shop local.