Our journey began in 2009, following a family redundancy. 

My husband asked me a simple question:
“If you could do any job, what would it be?”

My answer was immediate - a pet shop.

Animals have always been at the heart of my life. I grew up surrounded by dogs and horses and was born into a family with a passion for competitive animal sports.
I competed in show jumping for both the British and English teams, while my
great-grandfather raced and showed dogs—a tradition that was later continued by my nanna.

After opening our first pet shop, my husband and I became increasingly passionate about canine health and nutrition. We wanted to understand exactly what went into the food we were recommending and feeding, and we believed dogs deserved nutritious, high-quality food made from carefully selected ingredients.

In 2010, we introduced our own range of dog food, which has since evolved into the brand we proudly call Just.

Our original Just range is grain-free and sweet-potato-based, containing a minimum of 50% meat or fish, including at least 26% freshly prepared meat or fish ingredients. Sweet potato provides a nutritious, low-glycaemic source of
carbohydrate, helping to support a balanced diet and a steady release of energy.

As our knowledge and experience have grown, so has our range. We are now
introducing Just Peptide, a hydrolysed dog food created for dogs that may benefit from a carefully formulated diet using hydrolysed protein.

For those looking for an even higher meat or fish content, our Just Wilderness 80
range contains 80% meat or fish. This premium, grain-free range is inspired by
a dog’s natural diet and created to deliver exceptional nutrition and
irresistible flavour.

This isn’t simply food we sell—it is food developed from years of experience and a genuine love of dogs. We trust Just for our own dogs every day. Dogs are a huge
part of our family, and we have five Show Champions and have achieved three
Best of Breed wins at Crufts.

Our experience as lifelong dog owners, breeders, exhibitors and pet-food retailers has shaped everything behind Just. We understand how important it is to know what you are putting into your dog’s bowl. Whether your dog enjoys our original Just recipes, requires the specialist approach of Just Peptide or thrives on the high meat or fish content of Just Wilderness 80, our aim remains the same: to provide quality ingredients, excellent nutrition and great taste.

Just good ingredients. Just great
nutrition. Just what dogs deserve.

Zoe & Ivan x