The Duchess of Cambridge’s brother, James Middleton, has announced the launch of his new freeze-dried dog food company, in honour of his therapy dog Ella.
In a blog post on the company’s website, Middleton revealed he suffered from depression after starting his greeting cards business Boomf in 2013.
He said: “Ella and Co is a happiness and wellbeing company for dogs. The idea was born out of my close bond with my therapy dog, Ella. I wanted to repay her, and my other amazing dogs, by becoming the best owner I can be.”
Middleton, who has five dogs, added that he developed Ella and Co’s freeze-dried raw food with nutritionists and industry experts to create a complete and balanced meal, specially designed for the benefit of dogs.
He said maintaining a raw diet for dogs was a “huge hassle” and was choosing between the health of his dogs, and the convenience necessary to navigate his “busy life”.
Speaking about his mental health, Middleton said: “During this difficult time, my dogs saved me. They were my friends, companions, teachers and therapists.”
He said: “It’s nearly impossible to fully calculate our pets’ value. While we wouldn’t think twice about the little things we do for ourselves – morning coffee, gym memberships, dinners out and spending money at the pub – we can forget about investing in our pets’ long- term health and wellbeing. “