Background: ownership, sourcing and positioning
Absolute Holistic and Providore 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. Providore is designed specifically to undercut Ziwi Peak on shelf price while mirroring format and packaging cues. 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.
Providore is a retailer private label, so the manufacturer may change between production runs, which means ingredient sourcing and exact composition can vary over time.
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