Background: ownership, sourcing and positioning
Absolute Holistic and Feline Natural offer two different approaches to the Australian cat food market. 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. Feline Natural canned wet uses no gelling agents, producing a looser texture than conventional canned cat food. 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.
Feline Natural is made in New Zealand from 100 percent New Zealand-sourced ingredients, through manufacturing partners in Hawke's Bay and Gisborne. It was founded by Geoff Bowers, a former Royal Marine and UK police dog handler who built the concept after a sabbatical studying grey wolves in Alaska with biologist Gordon Haber.
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