Purpose, Vision & Values

Our purpose

Creating a Better World for pets and people who love them

Our purpose is why we exist. It’s what drives us to provide the very best pet care products, services and advice, in a way that’s both socially responsible and environmentally sustainable.

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Our vision

Building the world’s best pet care platform

Our vision is to offer our consumers an unrivalled experience: a simple, seamless platform that spans every type of pet care product and service, from accessories and nutrition, to healthcare, grooming and advice, which they can access however, whenever, and wherever they want.

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We put pets first

We want to improve the life of every pet in the UK. This includes the pets in our care, the pets of owners who use our products and services, and pets we help through our charity work and advocacy.

We’re experts in our fields

We’re constantly investing in our people’s expertise – from our veterinary teams, to our highly trained groomers, nutritional consultants, and pet care experts.

We lead the way

We want to make pet care environmentally sustainable by providing nutritional, affordable pet food, with less impact on the environment, and by cutting our own emissions.

We help owners be their best

We help our customers to take the best care of their pets by providing nutritional advice, rewarding, fulfilling products, and the highest quality of clinical care.

We’re proud of what we do together

We want to be the best employer and developer of pet care talent, by creating rewarding careers and opportunities that are open to all.

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Purpose, Vision & Values

Creating a Better World for pets and people who love them

Building the world’s best pet care platform