Background: ownership, sourcing and positioning
Absolute Holistic and Be Frank are both independent operators in the Australian cat food market, and each leans on a distinct founding story to set itself apart. Absolute Holistic builds each recipe from 93% New Zealand meat and organs with green-lipped mussel for joint support, gently air-dried over ten hours to preserve natural enzymes. Be Frank sources around 85 to 97 percent Australian ingredients depending on the recipe and is made at Hypro's own facility in the Hawkesbury Valley, NSW. The two brands differ in several ways beyond the one point highlighted here.
Absolute Holistic is made in New Zealand from locally sourced ingredients as whole-prey air-dried products across three cat recipes. It offers novel proteins including hoki, venison and blue mackerel that are uncommon in Australian cat food.
Be Frank is made in Australia by Hypro Pet Foods, a family-owned manufacturer in the Hawkesbury Valley, NSW, across kibble and 85g pate pouches. It is a brand of Hypro Pet Foods, a family-owned Australian manufacturer in the Hawkesbury Valley run by the Camilleri family for more than 25 years, alongside its Hypro Premium and Pure Life brands.
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