Background: ownership, sourcing and positioning
Absolute Holistic and Taste of the Wild 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. Taste of the Wild leans on novel proteins including bison, venison, wild boar, smoked salmon and roasted quail, paired with sweet potatoes, peas and legumes rather than grains. 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.
Taste of the Wild launched in 2007 as the 'ancestral diet' flagship of Diamond Pet Foods, a family-owned Missouri manufacturer founded in 1970 and still privately held.
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