If you have a pet at home, you want to take good care of your four-legged friend. That's why Just Russel founders Renaat Waeles, Louis Mortreu, Victor Mortreu, and Cyriel Van Steen focus on custom pet food for your dog or cat. Orders are delivered to your doorstep, and payments are smoothly processed through a flexible subscription. For the latter, the start-up relies on Mollie, right from the launch of their online store. "With subscriptions, both we and our customers have fewer worries because the ordering process happens automatically."

The idea behind Just Russel is as simple as it is ingenious: through the website www.justrussel.com, pet owners answer a questionnaire about their dog or cat. With those answers, Just Russell's unique algorithm gets to work, determining the right food for your pet and the daily quantity. "The algorithm takes into account factors such as the breed, age, size, or any allergies of the animal. It also considers the amount of treats they get each day," explains Renaat. "We like to spoil our pets, as evident from the fact that up to 60% of all pets in Belgium and the Netherlands are overweight. That's why it's crucial to provide the right nutritional composition and portions, based on all the parameters our algorithm considers."

Customers receive their personalized package delivered to their homes at a time of their choosing, both in Belgium and the Netherlands. "We've noticed that people usually don't weigh dog or cat food. It's not really efficient to have to use a scale every time. That's why we provide our customers with a Just Russell measuring cup and instructions on how much to fill it. It couldn't be easier," says Renaat.