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“The community level is the way to do it. Identify one problem, concentrate on that, and together we can start sorting things out. ”
Mr Will Young can do no wrong, in the opinion of our household. From calling out bullying judges on reality TV to crafting some of the most sincere 00s pop bangers Britain has seen, it’s only a matter of time before he’s elevated to the status of national treasure. A star of stage, screen and a fair few arenas, he’s now turning his talents to animal welfare, dogs in particular – a subject that’s always been close to his heart.
You may have recently seen the singer-songwriter at your local dog rescue centre, delivering a year’s supply of food. “For a small charity, that’s quite a big deal,” he tells me, explaining the core ideals behind his latest venture, Miraculous Meals. In a flash of entrepreneurial spirit, he’s become involved with a socially conscious company that offers high-quality products while supporting an embattled sector.
It was established with Ed, a mate since the age of seven. They both had rescue dogs and were aware of the looming crisis facing canine charities. The statistics are sobering. Every year, thousands of dogs are taken in by shelters. Often, they have just seven days to find a new home before facing euthanasia. “It’s impossible to find any real data on how many dogs are being euthanised because they can’t find homes in the UK,” Young says. “That’s telling in itself.”
Determined to make a difference, Young and his partners established a dog food company with a radical business model: 50% of profits go directly to rescue centres. Support for these good causes isn’t just some public relations-friendly afterthought; it’s the reason the business even exists. This is where quality meets kindness, as the range has been developed with the help of vets and animal nutritionists, aiming to deliver a well-balanced wet food offering.
“It’s a purpose-led company,” Young explains. “From an enterprise point of view, some investors were wary at first. But our customers’ reaction has shown that people are ready for cause-led businesses.”
He’s quick to point out that the company isn’t a charity, but a brand with a simple mission. “We want to help with a problem like rescue dogs. We present a simple solution: every tin you buy helps another dog get a chance at a second home.”
There is a crisis amongst Britain’s dog rescue charities. Increasing numbers of pets are being given up, and for very different reasons. Young believes the situation is symptomatic of deeper societal issues. “You’d like to think you could solve things top down, from a government level,” he says. “There should be far more regulation on breeding standards, or how people acquire dogs. During lockdown, everyone wanted to get a dog, and there was over-breeding of unhealthy dogs. We’re looking at a health crisis when those dogs start to approach old age.”
He’s passionate about the need for better education in the sector. Many new owners don’t appreciate the full extent of the responsibilities to come. “Some dogs come into shelters with chips, but the owners haven’t uploaded their information. That’s an easy thing to fix.”
But Young is also a pragmatist. “The community level is the way to do it. Identify one problem, concentrate on that, and together we can start sorting things out. Our business is about creating delicious, nutritious food, but also helping others.”
The company’s impact is already being felt. Young has just finished a mini-tour across the country, delivering donations to under-pressure centres. “We give through food or by allocating donations to projects. We’re also working with a national partner on using technology to assist rescue centres in new ways. That’s really exciting.”
The challenges are many. The cost-of-living crisis has hit pet owners hard, and rescue centres are seeing more older dogs surrendered because families simply can’t afford vet bills. “It’s heartbreaking,” Young admits. “But rescue centres like the Blue Cross are working hard with food banks and grants to help families keep their dogs at home.”
This passion for animals runs deep. “I grew up with dogs,” he tells me. “There were always at least three, plus cats and other animals, in our house. They’ve always been a huge part of my life.” He’s philosophical about the bond between humans and their pets. “We ask a lot from our pets. They can be our therapist, our pseudo-partner, there when we’re grieving or in heartache. Why not try to give back in some way?”
The rewards, he says, are immense. “There’s a lot of joy you get from dogs. They teach you to be in the moment. They’re more than just physical companions… they’re spiritual companions. They walk alongside you.”
The Miraculous Meals product range is as thoughtful as it is aspirational. “We’ve started with grain-free, steam-cooked food, to lock in the flavour. But, we’re expanding into dry food, because rescue centres want it, and customers have been asking for it. We’re also looking at fresh and organic options. Flexibility is key. “ He says they won’t be tied to a single type of food. “With only three flavours, we’ve done amazing things, but now it’s time to expand.”
While he’s the most famous person at the company, Young is quick to credit his colleagues for the brand’s success. “There are only three of us, plus a new customer service person,” he says. “We all do what we do really well because of our different backgrounds. Logistics probably isn’t my thing, but Matt is brilliant at it. Ed’s got a great head for numbers, and I bring a bit of creativity and a public face to the brand. But really, it’s about working together and trusting each other.”
The future is busy for Young and his team. “We’ve got one more drop-off to do at Hope Rescue in Wales,” he says. “But we’re delaying it to include the new dry food. They really need it, and we want to make sure we’re giving them what’s most useful.”
But the company’s ambitions don’t stop there. “We’re always looking for new ways to help,” Young says. “We’re working with a national partner on a project that uses technology to support rescue centres. I can’t say too much yet, but it’s really exciting. The people we’ve got on board are fantastic, and I think it could make a real difference.”
Education is another area where Young hopes to have an impact. “There’s still lots of stigma around rescue dogs,” he explains. “People think they’re difficult or there’s something wrong with them, but that’s just not true. We want to do more to educate people and encourage adoption.”
He’s also keenly aware of the broader challenges facing pet owners. “The cost-of-living crisis has made it harder for people to keep their pets,” he says. “Vet bills are a big issue, especially for older dogs.”
Will Young’s music career began with a bang 23 years ago, when he captured the nation’s imagination (and their votes) on the inaugural season of ITV’s Pop Idol. His subsequent release of the double A-side of Anything Is Possible / Evergreen, became one of the fastest-selling debut singles in British chart history. His debut album, From Now On, then went multi-platinum, laying the groundwork for a career now in its third decade. Only last year, he was still selling out huge venues and seeing his Light It Up album storm the Top 5. That’s some longevity.
He says he’ll probably start work on a follow-up next year. “I like to do it in one go, rather than bits and pieces, but I’ve got a few other things to finish first.” Despite his busy schedule, Young remains grounded. “It’s all about balance,” he says. “I love what I do, but I also make sure to take time for myself, for my dogs, and for the people I care about.”
While his professional life has been defined by a rich voice and exceptional songs, away from the microphones and cameras, he’s used his platform to promote numerous good causes and pertinent issues – including mental health, LGBTQ+ rights, animal welfare and social justice. He’s the host of The Wellbeing Lab, a podcast exploring topics like trauma, body dysmorphia, obsessive-compulsive disorder, shopping addiction and other rarely discussed topics.
For Young, using his fame for good has become second nature. “Why not try and draw attention to things?” he asks. “If you can help in some way, use the following you have and make a difference. Lots of people do it, and I think it’s really important.”
Although he is modest about his role in the wider conversation. “Some people don’t do it, and that’s fine. It just depends on your nature. But for me, it feels right. I’ve always wanted to use whatever influence I have to help others, whether that’s through music, acting, or now… dog food!”
Reflecting on his journey so far, Young seems to be at a rewarding point in life. “The community in the rescue world is amazing,” he tells me. “People do adopt, and these centres get the dogs ready for new homes. Adoption rates have fallen, but we’re working to change that.”
His message is simple, but powerful: “If you love dogs, if you want to help, there’s a way. Every tin, every bag, every donation makes a difference. And together, we can give more dogs a second chance.”
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