Why we’re bringing Pure to the Netherlands

Why We’re Bringing Pure to the Netherlands

By Dan & Mat, Founders of Pure

Hi there! We’re Dan and Mat, childhood friends, co-founders of Pure Pet Food, and lifelong dog lovers. Over a decade ago, we started a mission: to make dogs healthier and happier through better food. Today, we’re incredibly excited to bring that mission to the Netherlands.

A Bit About Us: From Yorkshire to Europe

We started Pure 12 years ago in the UK, driven by a simple but powerful idea: dogs deserve real, healthy food — not heavily processed dry biscuits.

Along the way, we’ve:

• Served over 6 million meals

• Been visited by British royalty

• Braved the Dragons’ Den (yes, we ate our own dog food on TV!)

• Grown steadily through word of mouth and genuine results

Unlike many companies, we didn’t raise huge sums of investment. Our success has been built on one thing: our food works. It helps dogs live longer, healthier, happier lives — and that’s why people stick with us.

Why the Netherlands?

We’ve always admired the Netherlands — not just for its love of dogs, but for its focus on quality, health, and sustainability.

Launching here just made sense. Dutch dog owners care deeply about what they feed their pets, and we believe Pure can make a real difference. We’ve already met so many welcoming people and passionate pet parents, and we’re excited to grow alongside this amazing community.

Shipping Locally, Supporting Locally

We’re proud to say we’ll be shipping Pure from Rotterdam, which means:

• Faster delivery

• A smaller carbon footprint

• Less waste, more efficiency

We also have a local team on the ground, and you’ll start seeing us at events and meet-ups all across the country. Whether it’s in a park, at a pet fair, or online, we can’t wait to connect with Dutch dogs and their owners.

What Makes Pure Different?

Every dog is unique, so Pure is tailored to your dog’s needs. You tell us about your dog — their age, size, sensitivities, and preferences — and we build a custom plan using natural, gently prepared ingredients. No nasties, no fillers, just real food made for real results.

From sensitive stomachs to itchy skin, we’ve helped thousands of dogs feel better — and we’re confident we can help here too.

Looking Ahead

We’re beyond excited to be in the Netherlands. Launching in a new country is a big step, but it’s one we’ve taken carefully and with real enthusiasm. We believe in doing things the right way — sustainably, transparently, and with heart.

Most of all, we can’t wait to see more Dutch dogs thriving on Pure. Thank you for welcoming us — and we’ll see you out there, bowl in hand!