Background: ownership, sourcing and positioning
Absolute Holistic and Frontier Pets 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. Frontier Pets uses ingredients that are 100 percent Australian, human-grade, whole-of-life free-range, including free-range eggs and certified organic produce. 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.
Frontier Pets is built around an explicit anti-factory-farming mission, channelling more than AUD$7 million into Australian regenerative-farming suppliers by 2024.
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