New research from James Wellbeloved revealed that while almost 8 in 10 UK dog owners care deeply about their dog’s nutrition, only a quarter understand where their dog’s food comes from.

Following the launch of James Wellbeloved’s Soil Initiative, the brand unveiled a 15-foot mucky pup sculpture, Ellie, on London’s Strand. Ellie’s vast size represents the amount of soil being degraded every second globally – with experts warning that 90% of soil could become degraded by 2050. 

Between 21^st March and 23^rd March, pet lovers were able to visit Ellie in central London, as well as learn more about how healthy soil supports the natural ingredients in pet food. Ellie was located next to the “SOIL: The World at Our Feet” exhibition at Somerset House sponsored by Mars, Incorporated.