The Journey of Yora: From a Train Ride to the World’s Most Sustainable Pet Food
2015: A Spark of Inspiration
It all began in 2015, when Tom, who had spent two decades working in the pet food industry, found himself questioning how he could make pet food more sustainable. On a routine train ride, something caught his eye—a snack bar made from cricket protein. That moment sparked a thought: If insects are good enough for people, why aren't we feeding them to our pets?
It was the beginning of a new chapter in sustainable pet food.
2017: Discovering the Superfood
The next two years were spent on a mission to find the ultimate superfood for pets. Tom and his team of expert nutritionists experimented with various insects, seeking one that would offer cats and dogs the perfect balance of nutrients. After extensive research, field trips, and even insect tastings (yes, you read that right), they found their champion: the larvae of the Black Soldier Fly (Hermetia illucens).
This little insect was packed with the essential nutrients pets need to thrive, and it was the perfect foundation for a sustainable pet food revolution.
A Partnership Built on Vision
To bring this idea to life, Yora partnered with Protix, the world leader in Black Soldier Fly larvae farming. From their first visit to Protix’s state-of-the-art facility in the Netherlands, Tom and the team knew they had found the right partner. Protix had invested millions into ensuring their larvae were not only nutritious but raised with the utmost care and welfare. In fact, they were proud to say their grubs were the highest welfare livestock on the planet.
2018: Perfecting the Recipe
The real magic happened in the test kitchen. Armed with a team of top animal nutritionists and chefs, Yora created batch after batch of insect-based food. It wasn’t long before they perfected their recipe, and Yora #24 was born—the delicious and balanced pet food that would change the game. What made this recipe so special? Insect oil. Yora became the first pet food in the world to use insect fat, and it resulted in pets with stunning, glossy coats.
By the end of 2018, Yora’s first bags of insect-powered pet food was ready to hit the shelves. The team didn’t know how pet owners would respond to such a bold new concept, but demand exceeded all expectations. As they started seeing the health benefits in pets, they knew they were on to something big. Insects were the future of pet food.
2019: Expanding the Yora Ecosystem
As Yora’s popularity soared, the team expanded their product line to include a complete ecosystem of insect-powered foods and treats. From dry foods for all breeds and life stages to delectable insect superfood pâté and a range of tasty treats, Yora offered pet owners a sustainable, healthy option for every pet need.
2021: Yora Goes Global and Welcomes Cats
By 2021, Yora had taken the world by storm. With growing global demand, Yora expanded its reach from Crawley to California—and beyond!
But that wasn’t all. They introduced a new line designed specifically for cats. Cats, being obligate carnivores, require high levels of animal protein, and Yora’s cat food delivered just that—with over 60% insect protein (more than double other insect-based cat foods). This made Yora’s cat food not only the most nutritious but the most delicious option available. Finally, cats had a truly sustainable pet food option.
Yora’s Money-Back Guarantee
Yora is so confident in the quality and appeal of their insect-powered superfood that they offer a full refund if your pet doesn’t love it. It’s a bold promise, but with the health benefits and sustainability at the heart of everything they do, it’s one they’re proud to make.
From an inspiring moment on a train to creating a global movement in sustainable pet food, Yora is proof that sometimes the best ideas come when you least expect them. And with insects leading the way, the future of pet food has never been more exciting.
Join the Yora revolution today—and give your pets the gift of a healthy, sustainable future!