Why do you donate 50% of all your profits?

Why do you donate 50% of all your profits?

We’re Ed and Matt, the founders of Miraculous Meals. You might have noticed that there’s something that makes Miraculous Meals different to every other business in the UK. Yep, you guessed it. In a business world focused on maximising profits we created a business that ‘gives away’ half of ours. We wanted to take the time to explain why as it’s something we get asked a lot… and we mean A LOT!

So… why do you?

We were inspired to create Miraculous Meals by Pedro the fabulous Podenco. You can read more about how Pedro inspired us here. 

While Pedro was our inspiration the driving force that gets us out of bed in the morning comes from two beliefs:

1) A belief that the pet industry can solve the UK dog rescue crisis

2) A belief in a better, fairer way of doing business

Let's dig into both...

1) Our belief that the pet industry has the power to solve the UK dog rescue crisis

Dog ownership has surged over the last decade with 34% of UK households owning a dog which equates to there now being roughly 12m dogs in the UK.

There’s a huge positive to this with more people getting to experience the joy of owning a dog. But there’s also a negative, with the sad truth being not everyone give the dog they bring into their lives the time, attention and love they need. This has fuelled a severe and increasing dog rescue crisis in the UK that has left our rescue centres overwhelmed and underfunded. You can read more on the challenges our rescue centres are facing here. 

At the same time as fuelling a dog rescue crisis, this steep rise in dog ownership has generated huge growth and vast profits for the UK pet industry, which is now worth many, many billions.

Knowing that vast profits are being made while countless dogs are suffering doesn’t sit easy with us. If only a fraction of the total value of the pet industry was shared back to help dogs in need, every dog in this country could lead the life they deserve.

We created Miraculous Meals to help make this vision a reality through donating 50% of all our profits and hopefully inspiring others to do more. 

2) Our belief in a better, fairer way of doing business

We believe we can solve the problems we face as a society if we all work together. For this to be possible business has a key role to play but it requires a shift in mindset.

A shift from maximising profits for the benefit of the few; to a fairer, more equitable (dare we say it less greedy) way of doing business where more people win – more dogs win!

Some people think we’re crazy donating half of all our profits. We think it’s just good business. Why? People tell us it’s what they want - to spend their money with businesses that are having a positive impact on the world around them.

By doing what we’re doing we hope to inspire a business like ours to be launched in every category in the UK, to help give people more opportunities to make the money they spend every day make a difference.

Together, let’s make the money spent on dog food make a difference!

If you’re not already a customer of ours, please give us a try. We’d love to have your join our pack. You could start with our Taster Pack that has one of each of our flavours in. You can find it here.

Already a customer? A huge thank you from the three of us and from all our partners and the countless dogs whose lives they’ve changed for the better.

Ed & Matt