Background: ownership, sourcing and positioning
Absolute Holistic and NZ Natural Meow are both independent operators in the Australian cat food market, and each leans on a distinct founding story to set itself apart. Absolute Holistic offers novel proteins including hoki, venison and blue mackerel that are uncommon in Australian cat food. NZ Natural Meow uses New Zealand proteins including hoki, wild venison and brushtail possum alongside lamb, beef, chicken and king salmon. Both brands lean on protein variety as a marker of difference from mainstream cat food.
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.
NZ Natural Meow makes the range in small batches at its own New Zealand facility and is FernMark licensed as a genuine New Zealand-made producer. It sells gently freeze-dried and air-dried raw recipes fed as-is or rehydrated rather than cooked kibble.
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