Dog owners are giving their pets the best, but are they unaware of the incredible journey that their dog’s food takes to reach their bowl? A new study by James Wellbeloved, part of the Mars, Incorporated family of brands, has uncovered that a staggering 79 per cent of dog owners take as much care with what they serve up to their four-legged friend as they do with their own meals, yet many of them don’t realize that the path of their dog’s food begins long before it reaches their bowl.

• 79 per cent of dog owners care deeply about their pets’ nutrition, but only a quarter (26%) say they have a high level of understanding as to where their dog’s food comes from
• The research, conducted by Censuswide, surveyed 2,082 dog owners across the UK and revealed that over half (51%) say their pets love playing in soil, yet the same number (49%) don’t realize that “healthy soil is critical for growing high-quality ingredients”

The study highlights a worrying gap in understanding between dog owners and the origin of their pet’s food. Over half (51%) say they have limited or no understanding of the connection between farming practices and the food their dog eats, and nearly a quarter (26%) don’t view soil as important to the quality of their pet’s food. Despite this, 72 per cent of dog owners want to better understand where their dog’s food comes from, and 91 per cent say that the ingredients are an important factor in influencing their decision to purchase food for their pet.

A giant mucky pup sculpture named Ellie, created by James Wellbeloved, has been unveiled in central London to highlight the critical role of soil in raising awareness about the importance of soil health. The Playful Stance of Ellie
Ellie’s playful stance reflects how soil makes dogs happy on the outside, while also representing the four football fields of healthy soil degraded every second globally. This sculpture follows the launch of James Wellbeloved’s Beloved Soil Initiative, a regenerative agriculture pilot developed in collaboration with experts, Agrii and Soil Association Exchange. The initiative aims to help farmers adopt regenerative farming practices, such as crop diversification and restoring hedgerows, which can contribute to improved soil health and provide shelter for wildlife. By embarking on this journey, James Wellbeloved is beginning to help support farmers to restore and protect soil and highlighting this initiative is an important part of their journey. A Partnership for a Better Future
Soil Association Exchange, a leading organization in promoting sustainable agriculture, is working closely with James Wellbeloved to support farmers in adopting regenerative practices. The partnership aims to provide expert advice and funding to help farmers be more sustainable and profitable. According to Melodie Nye, Chief Growth Officer, Mars Pet Nutrition Europe, “We’re proud to be 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.”
Joseph Gridley, Chief Executive Officer, Soil Association Exchange, 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.”
A Call to Action
The new research highlights the importance of raising awareness about soil health and the incredible journey that dog food takes to reach our bowls. As experts estimate that 90% of soil could be degraded globally by 2050, it’s essential that we take action to protect our soil and promote sustainable agriculture. Join the conversation and share your thoughts on the importance of soil health using the hashtag #SoilMatters. Soil: The World at Our Feet Exhibition
Mars has supported the In-Focus zones within the exhibition, SOIL: The World at Our Feet, at Somerset House. The exhibition is on until 13 April 2025. Learn more about Mars and our commitment to sustainable agriculture

A better world starts with how we do business today. As a $50bn+ family-owned business, Mars is driven by the belief that the world we want tomorrow starts with how we do business today. Join us in our journey towards a better future for our planet and our pets.