You can’t check out James Middleton’s Insta without catching a glimpse of his adorable dogs and now, he’s turning his greatest passion into a business with a mission to help furry friends around the world.
Middleton just launched a dog food company called Ella & Co and announced the news in a radio ad. The animal lover introduced the new concept of providing freeze-dried raw food with healthy, natural ingredients for every pooch.
On the website, the younger brother of Kate and Pippa describes Ella & Co as a "happiness and wellbeing company for dogs," noting that each serving will provide vitamins, proteins and natural nutrients for a balanced diet.
Middleton named this company after his therapy dog Ella but was overall inspired to start it by all of his nine pets. "It became my mission to discover what I can do to repay even a small percentage of what they have been able to give to me," he wrote on the site. "I spent my time researching and thinking about how I can make their lives as healthy and happy as possible."