CONVERSATIONS WITH FOUNDERS: HUGH FROM GRUB CLUB

Words by Rebecca Magee

What was the motivation behind starting a dog food brand?

Our motivation is a little different from starting a traditional dog food brand. The key difference is that we use insect protein instead of traditional meat protein. The foundation of our approach is based on the realisation that the carbon paw print of our pets is much larger than we typically understand. 20% of the world’s meat and fish is consumed by cats and dogs, so if we were to group all pets into one country, they would rank as the fifth-largest consumer of meat globally.

This environmental impact, along with the fact that mainstream pet food is often nutritionally inadequate, is a major driver for us. Many commercial pet foods are linked to allergies, intolerances, and even cancer in pets. Insect protein offers a sustainable and nutritionally superior alternative. It’s not only better for the planet but also better for pets—it’s richer in protein than beef, higher in omega-3 than salmon, and contains more iron than spinach.

In short, insect protein is a complete, eco-friendly solution that benefits both our pets and the environment.

You guys have recently achieved B Corp status, what’s the secret behind achieving it and do you think it’s worth it?

It was a long journey, but we always felt it was something we could achieve. There were many factors to consider along the way, but the process proved to be incredibly valuable for the business. It goes beyond just climate and impact—it’s a chance to review your practices, your ethics, and how you’re shaping your company.

For us, it was a great opportunity to ensure we’re building a business that’s not just focused on today, but on the future as well. It helped us make sure we have the right foundations in place to make a meaningful impact across the various areas that B Corp covers.

While it’s a lengthy process, I encourage every business to go through it. It forces you to step back from the day-to-day and adopt a bigger-picture mindset, which I believe is essential for any company—and especially for founders.

It also gives us credibility. It helps in conversations with retailers, and it provides validation to our customers that we’re genuinely committed to doing good and making a positive impact.

What is your favourite part of what you do?

I’d say there are two things that are my favourite parts of what we do. First, it’s the moment when you explain our mission to customers—especially those who might initially be sceptical about insect protein. When you share the benefits, both for pets and the planet, and you see that “lightbulb” moment when they start to understand, it’s incredibly rewarding. That’s one of our biggest challenges as a business: educating consumers about the value of what we do. Seeing them connect the dots and grasp the reason behind our approach is a great feeling.

The second rewarding part is hearing from customers whose pets have struggled with allergies, digestion, or other gut issues. When they’ve tried countless solutions—whether vet recommendations or other products—and then they give ours a go, the feedback we get is amazing. Getting a message or photo six weeks later saying, “My dog is a new animal, they have a new lease on life,” is the ultimate proof and validation that what we’re doing is truly making a difference.

For me, those two moments are the most fulfilling.

You’ve been with Sandbox for a while. What’s your favourite thing about being in our spaces?

We were fortunate to join with Suri and HomeThings, and I think Sandbox has been an excellent place for us for a few reasons. First, it gave us the opportunity to continue sharing an office space together, which was really important for our team. Second, being surrounded by other like-minded brands has been invaluable. We love coming here every day, being in an environment with other businesses that are on similar journeys.

I’ve said this countless times, and I’ll say it again to anyone who joins us: the working environment here is the best I’ve ever had in my professional career, across all the places I’ve worked. That’s largely thanks to what Sandbox provides—the space, the network, and the community of brands. It gives startups a real chance to succeed by offering an affordable office space and a network that comes with it. The events you host also add great value by helping foster connections. For startups, it really makes a difference.