Background: ownership, sourcing and positioning
Absolute Holistic and Vetalogica 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. Vetalogica offers Australian novel-protein recipes including kangaroo and goat, with a multi-protein Riverland Red recipe combining kangaroo, lamb, goat, pork and 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.
Vetalogica makes every cat recipe in small batches in its own Sydney, New South Wales kitchens under the Australian Standard for pet food manufacturing (AS 5812) rather than outsourcing production.
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