For shops
if you're doing it right,
you belong here.
The UK's only curated directory of specialist pet nutrition shops. Free to list. Reviewed before going live. Built by people who actually care what goes in the bowl.
Submit your shop for review →Free to list. No subscription. No catch.
The problem
most pet shops are
built around margin,
not the animal.
Ultra-processed food dominates shelves because it's cheap to make, easy to ship, and aggressively marketed. The shops that stock something better — that ask questions before recommending, that refuse to carry rubbish — are hard to find.
Pet owners who want to do right by their animals often can't tell the difference between a shop that knows its stuff and one that's just riding the raw feeding trend.
That's the gap we're closing.
What you get
a profile that actually
does the talking for you.
01
Your full story
Your philosophy, your background, what you stock, why you stock it. Space to say what makes you different — in your own words.
02
Real visibility
Visible to pet owners across the UK who are actively searching for what you offer. Not buried in a Google search. Listed somewhere people trust.
03
Free, forever
No monthly fee. No featured placement upsell. No paying more to appear higher. If you're in, you're in.
How it works
every listing is reviewed.
not every listing is the same.
We use three tiers. All of them require passing our review. What separates them is how far a shop goes.
Listed
Reviewed and meets the standard. Stocks genuine specialist food, gives real advice, and isn't just riding a trend. This is the baseline for being in the directory.
Recommended
A shop we'd actively point someone toward. Strong range, knowledgeable staff, clearly knows their product beyond the label. We're confident in them.
Properly Fed Approved
The best we've found. Personally verified, outstanding across the board. The shops we'd trust our own dogs with.
Tier is assigned by our team after review, not by you on submission. All submissions go in as Listed. We upgrade when we're certain.
some shops belong here.
some don't.
You belong here if…
You stock food you'd feed your own dog.
You turn customers away from things that won't help them.
You ask questions before you recommend anything.
You've got a line you won't cross — and you've had to hold it.
This isn't for you if…
Your shelves are led by margin, not merit.
Your first recommendation is whatever has the best kickback.
You stock raw food as a trend, not a belief.
You'd rather not be asked too many questions.
The review
what we actually
look at.
We look at what's on the shelf.
Do you stock food you believe in, or food that sells? There's a difference. It shows in how you talk about it, what you put at eye level, and what you quietly stopped ordering.
We look at how you advise.
Do you push brands, or do you ask questions first? A good shop earns trust by listening. Anyone can recommend the thing they make the most margin on.
We look at what you won't touch.
Every shop that belongs here has a line they won't cross — a product they've declined to stock, a brand they've decided not to carry. We want to know yours.
We look at the whole picture.
This is a judgement call, not a checklist. We review every submission individually and reserve the right to say no — without being required to justify it in writing.
“We didn't build this to be a directory. We built it because good shops were invisible and bad ones weren't. That felt wrong. So we fixed it.”
Taylor Gathercole — Co-Founder, Fettle
ready to be found?
Submissions take a few minutes. We review every one personally. You'll hear back from us.
Submit your shop for review →Free to list. No subscription. No catch.