YORA WAS BORN ON THE 28TH OF JUNE 2015.
WE HAD an idea that has changed the pet industry, and SPARKED A SEISMIC SHIFT IN THE WAY PEOPLE THINK ABOUT INSECTS, PETS AND OUR PLACE ON THE PLANET.
EIGHT YEARS ON, YORA IS NOW AVAILABLE IN 28 COUNTRIES, AND OUR amazing SUPERFOOD GRUBS HAVE CHANGED THE LIVES OF COUNTLESS PETS AROUND THE WORLD.
We say thank you TO THE INTREPID #YORAEXPLORERS WHO TOOK A CHANCE ON US when we first started, AND THE VERY CLEVER, hard-working AND TALENTED PEOPLE WHO have JOINED US ON OUR JOURNEY and made a positive impact on the planet.
Our journey started on a train
After 20 years designing for the pet industry, Tom was trying to figure out how to make pet food more sustainable... the eureka moment happened on his journey home one day. He picked up a protein bar made from crickets.
The lightbulb flashed above his head, if insects are good enough for people why can’t we feed them to our pets?
Tom, Glenn and a talented team of pet professionals, animal nutritionists and entomologists set to work developing the world’s first range of insect based pet foods.
We found our SUPERFOOD STAR!
Our team of expert nutritionists spent the next two years auditioning insects looking for the world’s most nutritious insect that could provide cats and dogs with everything they need.
After all of our research, analysis, field trips, insect tastings (yes, insect tastings) we settled on the incredibly nutritious larvae of the Black Soldier Fly (Hermetia Illucens).>> OUR SUPERFOOD GRUBS >>
Partnering with the best
Protix are the world leaders in Black Soldier Fly larvae farming, and we knew from our first visit to their state-of-the-art facility in the Netherlands that their ambition matched our vision.
They have spent millions on research, ensuring that their grubs are fed the perfect mix of nutrients to ensure that they have everything pets need, and they truly care about the welfare of their bugs, ensuring that they are the highest welfare livestock on the planet.
The magic happens in the test kitchen
We assembled a team of the best animal nutritionists and chefs on board to make the perfect, most delicious and complete food possible.
We created recipe after recipe, until we created our most delicious batch. Yora #24... the secret ingredient that made it so palatable was insect oil!
We were the first pet food in the world to use insect fat, and this is why Yora pets have such incredible glossy coats.
YORA is ready for the big time
At the end of 2018 we filled our first bags of Yora and they hit the shelves.
We didn’t know if customers would be ready for such a new concept in pet food, but when they came back and told us about all of the improvements they were seeing with their pets’ health we knew we were right...
...Insect protein is the future!
AN EVER EXPANDING RANGE
As demand for Yora grew, we seized the opportunity to create a full ecosystem of sustainable insect powered foods and treats.
We now have complete dry foods for all breeds and life stages, succulent insect superfood pate, plus a range of delicious treats!
WELCOME TO THE Club, Cats!
Not wanting to leave our feline friends out, in 2019 we started work on developing Yora Cat.
Cats can be fussy customers, so we had our work cut out for us, and their nutritional needs are very different to dogs. After a long and thorough testing process we were delighted with the final results. We included over 60% insect (more than double other insect based cat foods) which makes it our most delicious recipe yet!
YORA goes global, 28 countries and counting!
As the word spread about Yora’s superfood benefits and our sustainable credentials, we started getting calls from forward thinking pet retailers around the world.
It makes us so proud to know that thousands of cats and dogs have benefited from our superfood.