Our why

As a family business inspired by our loving, energetic cocker spaniel Noah we believe in feeding wholesome dog food and cat food. Our pet food is made with the finest quality natural ingredients, designed with expertise and cooked with care. Early in his life Noah had some major difficulties in both eating and digesting standard pet food, and having worked in the industry for many years the search for a better option for him was the catalyst Dan needed to take a new direction. Building on years of nutritional training and experience, he decided to follow his passion and create a new pet food brand which as well as being great for Noah would allow him to bring his values to a company aiming to make a similar difference to other pet families.
Our passion is to provide the best quality food for your pets too, which tastes as great as it is healthy and hearty. Our pets mean the world to us, but we want to make our footprint on the world a light one.
Dan Ward with Noah his cocker spaniel - the reason he created whole pet food to provide the best pet food with the least impact on the planet he can
Our Team
Dan Ward is our Founder & CEO,  bringing over 20 years' experience in the pet food industry and a clear sense of purpose in creating a sustainable business which does the right things in the right way. Noah brings a keen nose and discerning palate and is in charge of quality control! Our nutritionists and production team are among the best in the industry and apply the same levels of knowledge and care to our products.
Our commitment to you
At whole we use natural ingredients from sustainable sources which are fully traceable. Our manufacturing site works to high environmental standards for energy, water, waste and noise and we are working towards fully recyclable/compostable packaging options. We will build a community of pet lovers and their pets sharing respect and care for animals, society and the environment. We are working towards having ever more sustainable ingredients and cooking methods, as well as packaging and deliveries designed to be as careful as they are efficient.
A pet lover enjoys nature with her furry companion
Feed well, feed whole.