Only quarter of owners know where their pet food comes from, says Mars
As a result of this, James Wellbeloved unveiled a 15-foot giant mucky pup sculpture named Ellie in Central London to raise awareness of how soil quality affects pet food
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New research from Mars, through its James Wellbeloved brand, has found that only a quarter of owners have a high understanding of where their pet’s food comes from.
This is despite the fact that nearly 80% of respondents said that they put as much thought into the diet of their pet as they did their own.
Furthermore, over half (51%) said they have limited or no understanding of the connection between farming practices and the food their dog eats while over a quarter (26%) don’t view soil as important to the quality of their pet’s food.
Despite this, almost all UK dog owners (91%) say the ingredients are an important factor in influencing them to purchase food for their pet, and 8 in 10 are more likely to buy food if they know it contains natural ingredients
As a result of this, James Wellbeloved unveiled a 15-foot giant mucky pup sculpture named Ellie in Central London to raise awareness of how soil quality affects pet food.
Melodie Nye, chief growth officer, Mars Pet Nutrition Europe, said: “We’re proud to unveil our mucky pup sculpture, building on the launch of our Beloved Soil Initiative. We know pet parents care deeply about their pets’ well-being, and we want to use this passion to help inspire more awareness and consideration for the essential role of soil. By embarking on our regenerative agriculture pilot, we are beginning to help support farmers to restore and protect soil and highlighting this initiative is an important part of our journey.”
Joseph Gridley, Soil Association Exchange CEO, added: “At Soil Association Exchange, we know that the health of our soil underpins the quality of our food – whether it’s feeding people or our pets. Through the Beloved Soil Initiative, we’re proud to support farmers in adopting regenerative practices and verifying the impact of these changes on soil health, biodiversity, and resilience.
“It’s great to see James Wellbeloved using its platform to raise awareness of soil’s vital role, and we’re excited to collaborate on this journey towards a healthier future for our soils and our food systems.”
