Background: ownership, sourcing and positioning
Be Frank 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. Be Frank is a brand of Hypro Pet Foods, a family-owned Australian manufacturer in the Hawkesbury Valley run by the Camilleri family for more than 25 years, alongside its Hypro Premium and Pure Life brands. NZ Natural Meow sells gently freeze-dried and air-dried raw recipes fed as-is or rehydrated rather than cooked kibble. The two brands take different paths to the same shelf, and those differences become clear once you look past the price tag.
Be Frank sources around 85 to 97 percent Australian ingredients depending on the recipe and is made at Hypro's own facility in the Hawkesbury Valley, NSW.
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 uses New Zealand proteins including hoki, wild venison and brushtail possum alongside lamb, beef, chicken and king salmon.
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