Joined in 2023 
82 
63 About this deal
Nathan: For small businesses and people affected by 2020/21 to recover from the tough times we’ve seen. Nathan: I think there will be a big rise in small to medium businesses that put purpose before profit. Whether that is focusing on their environmental impact or people. How would you like business to change from 2021 onwards? We sometimes get asked this as there can be some confusion as to the safety of avocados for dogs. Avocado and avocado oil are ingredients that have proven to be both beneficial and safe for dogs. Over the years there has been misinformation and confusion regarding avocado safety for dogs and cats.
Nathan: For us, it is important to put sustainability and quality ahead of financial interest. One of our huge inspirations in business is Virgin and the Branson family. With such success and platform, the fact that they take the time to focus on supporting charities and helping start-ups reach their potential is amazing. The work they’ve done via Virgin Startup, for example, has been a lifeline for us and other entrepreneurs. How would you describe your leadership style?James: We think that businesses are in general valued by most people. That said, when businesses see big success and grow into large multinationals, they can often be seen in a bad light. Sometimes fairly or unfairly, but I think that it is difficult to please everyone. We would like to think that we bring value and joy to our customers and have built in sustainability and accountability from the start. We want to leave pets and their owners happier for interacting with us – and make a positive impact on our industry by encouraging better sustainability and eco practices. James: David Attenborough. My sister used to buy me his documentaries on DVD as gifts. I would watch them on repeat! Nathan: I love to be the driving force in the team. Energy, enthusiasm and team spirit are important to me, and I believe that setting the tone for the business like this helps drive everything forward. What are your ambitions?
Nathan: I am unsure, but I suspect that people would say that I do. I can’t sit still for long! Who do you admire in business and in life generally?James: I am more of the quiet steady type. I lead from the front, and have a calm and decisive presence. Avocados have multiple health benefits from reducing inflammation, shiny coat and providing a healthy source of fats. James: Also for a beer that doesn’t contain yeast please! Somebody help? What’s your favourite time of day? Nathan: I agree with James (or could say “What he just said!”). Do you think business is valued by society? James: We are both pretty similar in this aspect. There are many business leaders out there who inspire us, as they continually put doing the right thing ahead of their own interests.
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