A better world
starts with better choices!

For pets, for people and for the planet.

At Just Russel, we believe that taking good care of your pet goes beyond simply giving the right food. We want to make it easy to provide the best possible care, from nutrition to guidance.

At the same time, we believe that doing business well means taking responsibility for our impact on pets, people and the planet.

That’s why we’re building, step by step, a company according to the principles of B Corp: an international standard for companies that actively measure, and continuously improve, their social and environmental impact.

Discover our impact

A clear mission

At Just Russel, we want to help pets live longer, healthier and happier lives, with care for people and the planet.

Why B Corp?

Independently assessed by B Lab
Transparent about our impact
Continuous improvement, not a one-off certification
Part of a global movement of companies doing business with positive impact


B Corp fits with:
📦 More sustainable production and packaging
🐶 Healthier nutrition tailored to every animal
🌍 Less environmental impact per meal

Our application to the B Corp process is, for us, a starting point and a compass.
It helps us make better choices for our employees, customers, suppliers, pets and the environment. On this page we share where we stand today, what impact we’re already making, and where we want to keep building in the years ahead.

Our journey so far:

Our mission is born

From day 1, we developed a scientifically grounded nutrition algorithm, based on FEDIAF guidelines and the needs of more than 450 breeds.

Making personalised nutrition accessible

We launch a subscription system for personalised dog food, perfectly tailored to each pet.

Helping more pets

We expand our range to dogs and cats and receive the “Product of the Year” award. This allows even more pet parents to rely on nutrition tailored to their pet.

Growing responsibly

Thanks to new investors, we accelerate our mission, expand into the Netherlands and welcome BuddyBites into the Just Russel family.

Innovation for a healthier life

We introduce our Preventive Pet Care platform, expand into Germany and France, and take further steps to bring nutrition and preventive healthcare closer together.

Continuing to build impact

We keep investing in innovation with the acquisition of Cooper Pet Care and the launch of our new app. At the same time, we keep working towards a more sustainable and transparent company.

What are our plans?

Reducing environmental impact

Goal: structurally reduce CO₂ emissions per kg of food
KPI: CO₂ per kg (-5.7% by 2030)
Optimising supply chain & production
Local sourcing where possible
Less food waste through personalisation

More sustainable packaging

Goal: fully recyclable packaging by 2030
KPI: +99% recyclable or reusable packaging by 2030
Switching to recyclable materials
Switching to reusable materials
Less packaging through personalised portions

Measuring health impact on pets and their parents

Goal: further scientific research into how the right nutrition and mindful care support pets’ health and wellbeing, and what positive effects this can have on their pet parents
Feedback loops with customers (health, energy, digestion, weight)
Long-term data analysis of nutritional impact
Collaborations with animal experts

Together we make the difference!

At Just Russel, we believe impact happens thanks to everyone who contributes to it — our Just Russel family.

Our pet parents

trust us with their dog’s or cat’s health every day.

Our team

works every day on better nutrition, better service and more sustainable choices.

Our partners and suppliers

help us make that ambition a reality.

Your feedback helps us move forward

A B Corp listens to everyone involved in its operations: customers, employees, suppliers, partners and the wider community.

Do you have questions, concerns or suggestions about our social, environmental or ethical impact? Let us know via our customer service: hello@justrussel.com.

We commit to carefully reviewing every report and responding within a reasonable time.

Would you rather report a possible wrongdoing or improper practice anonymously?
That’s possible too, through our whistleblower procedure. This lets you confidentially report, for example, if you suspect we are making incorrect or unsubstantiated claims.

Report anonymously

Our promise

For us, the road to B Corp is a commitment to doing business better every day. That’s why we promise that we will:

keep investing in the health and wellbeing of pets
keep measuring and improving our impact on people and the environment
communicate openly about our progress and our challenges
listen to feedback from our stakeholders
take responsibility for the choices we make


No lobbying activities
Climate action plan
Human rights statement
Ethical marketing & PR process for claims