24/03/2026
The bowl is where WellCat was born.
My final EMBA pitch - a proposal to open a feline-only veterinary clinic - started with this exact bowl and one question: "How well do you know your cat?"
The idea was simple: cats are ancient animals living in a modern world - a bowl does not fit with their natural instincts. In nature, cats don't eat and drink in the same space; they don't search for plastic or metal to put their food on; and they eat off the flat ground, not a hole in the dirt.
The bowls we buy today are designed for humans, not for cats.
The feline-only practice didn't happen.
After over 20 years as a veterinarian, I realised that while veterinary practice is exceptional at diagnosing and treating, it does not have the time to discuss the decisions that shape a cat's life.
That conversation needed a home, so WellCat was born: "guided by instinct - grounded in veterinary science."
The bowl led us to reframe how we look at cat care, and led us to four pillars: nourish, protect, insight and ease.
At WellCat, we navigate the meeting of the instincts of cats and the instincts of cat owners.
It was never really about the bowl.
Members of WellCat are here because they have already sensed instincts in their cats. We aim to be a community where sense becomes understanding. The bowl was the beginning - there is more to see.
