As a long-time raw feeder, interviewing James Middleton about James & Ella felt incredibly personal to me.
We first switched Darcy to raw when she was two years old, and honestly, it was life-changing — for both of us. Before that, we constantly struggled with upset stomachs and runny poos, especially when travelling. Nothing ever seemed to work consistently, and as someone who travels frequently with dogs, feeding became a genuine source of stress.
Then, back in 2020, when James & Ella first introduced its freeze-dried raw range, I immediately knew I wanted to try it as a travel-friendly option. Raw feeding while travelling had always been difficult, so the idea of being able to take the benefits of raw food on the road felt like exactly the solution we had been searching for.
And it worked.
Since then, it has become our go-to whenever we travel. No more upset stomachs. No more worries. Just happy dogs and me, much less stressed.
That’s one of the reasons this conversation with James meant so much to me. Beyond the success of the business, there’s a real understanding of the relationship between dogs, nutrition, wellbeing, and the everyday realities of life with pets.
During our interview, James spoke openly about the inspiration behind James & Ella, the emotional journey that shaped the brand, and the dog who remains at the heart of it all, Ella herself.
What began as a deeply personal mission to give his own dogs the very best nutrition has grown into one of the UK’s premium dog food brands. But despite its success, James was clear that purpose still comes before scale.
Throughout the conversation, he reflected on how much dogs can shape our lives, not just through companionship, but through the quiet support they give us during life’s most difficult moments. It’s impossible to separate James & Ella from Ella herself, whose impact continues to influence both the business and James personally.
As the brand continues to expand its range from cold-pressed to freeze-dried raw and raw + kibble recipes, James also spoke passionately about maintaining authenticity and trust as the company grows. He shared what has surprised him most about the pet food industry and why more dog owners today are becoming increasingly conscious about what they feed their pets.
But some of the most moving moments came when the conversation shifted away from business entirely.
When asked what he would say to himself at the very beginning of this journey, James reflected with honesty and gratitude on how far both he and the company have come. And when we spoke about Ella looking down proudly from above, there was a real sense that her legacy lives far beyond the packaging of a dog food brand.
This wasn’t simply a conversation about pet nutrition or business growth. It was about love, resilience, purpose, and the extraordinary way dogs shape our lives.
Watch the interview highlights in the video below.
