New research shows owners unaware of soil’s role in pet food

Mars, Inc. has released new research through its James Wellbeloved brand, revealing that while UK dog owners are highly invested in their pets’ nutrition, many lack awareness of where their dog’s food originates and the role soil health plays in ingredient quality.

According to the study, 79% of UK dog owners say they put as much thought into their pet’s diet as their own, yet only 26% report a strong understanding of where their dog’s food comes from. Additional findings include:

• 51% of dog owners acknowledge their pets love playing in soil, but the same percentage are unaware that soil health is critical to growing high-quality ingredients.

• 51% have limited or no understanding of the connection between farming practices and pet food.

• 26% do not consider soil important to the quality of their pet’s food.

• 72% express interest in learning more about their dog’s food sources.

Despite the knowledge gap, 91% of UK dog owners consider ingredients an important factor when purchasing pet food, and 80% are more likely to buy food containing natural ingredients. More than half (52%) research ingredients before making a purchase. With experts warning that 90% of global soil could be degraded by 2050, the role of sustainable farming practices in pet food production is becoming increasingly relevant.

“The health of our soil underpins the quality of our food — whether it’s feeding people or our pets,” said Joseph Gridley, CEO of Soil Association Exchange. “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 raising awareness of soil’s vital role in our food systems.”

Ellie the mucky pup

To raise awareness of soil’s role in pet nutrition, James Wellbeloved is unveiling a 15-foot sculpture named Ellie, a “mucky pup” installation in central London. The sculpture symbolizes the impact of soil on canine well-being and highlights global soil degradation, which is estimated to affect the equivalent of four football fields per second. The installation, available for public viewing from March 21–23, coincides with the “SOIL: The World at Our Feet” exhibition at Somerset House, sponsored by Mars, Incorporated.

James Wellbeloved has also launched the Beloved Soil Initiative, a regenerative agriculture pilot program developed in collaboration with Agrii and Soil Association Exchange. The initiative will work with three farmers producing oats and barley for James Wellbeloved, providing financial incentives, education, and training to support the adoption of regenerative farming practices such as crop diversification and hedgerow restoration.

“We’re proud to unveil our mucky pup sculpture, building on the launch of our Beloved Soil Initiative,” said Melodie Nye, Chief Growth Officer, Mars Pet Nutrition Europe. “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.”

According to Petfood Industry’s Top Pet Food Companies, Mars Petcare offers nearly 50 pet food brands, which include five, billion-dollar brands, including Royal Canin, Pedigree, Whiskas and Cesar.

Adapted from a press release.