James Middleton, the brother of Princess Kate, had a reason to celebrate this week as he won the “New Product of the Year” at the Pet Industry Federation Awards.
James, the founder of the pet brand James & Ella—named after himself and his late therapy dog Ella—received recognition for his innovative Kibble and Raw products.
Sharing the joyous news on Instagram, the father-of-one posted a video from the awards ceremony, accompanied by his pet dog Isla. The clip showed Isla sneaking a treat under the table and even joining James on the dance floor.
“Officially award-winning dog food,” James wrote in his caption. “I am DELIGHTED to announce that our Kibble + Raw won ‘New Product of the Year’ at last night’s Pet Industry Federation Awards. Isla was proud to be there to accept it with me, and of course, Ella was there in spirit, as she is the inspiration behind James & Ella.
“Thank you so much @petindustryfederation. I’m thrilled to have this innovative hybrid diet recognized and to continue introducing new pet parents to the power of raw feeding.”
The brand holds deep personal significance for James. Reflecting on his journey, he previously shared how Ella played a crucial role in his mental health recovery.
“Ella attended every therapy session with me. I would even skip sessions if she couldn’t be there. Just having her by my side made a huge difference,” he said. “I owe much of my recovery to Ella. She was a major part of helping me overcome my struggles with mental illness, and she remains the inspiration behind James & Ella.”
James’ happy news comes as his sister Kate prepares for a public appearance at the Festival of Remembrance on Saturday alongside Prince William. It will be Kate’s first public event since her emotional visit to Southport, following a tragic knife attack that claimed the lives of three young girls.
