Background: ownership, sourcing and positioning
Be Frank and Open Farm 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. Open Farm has taken growth equity from the United States firm General Atlantic but remains founder-led rather than under corporate majority ownership. The ownership transitions at both brands reflect a broader pattern of pet food consolidation in the 2020s.
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.
Open Farm formulates and distributes from Canada while manufacturing the food sold in Australia at a United States facility. It publishes a traceability system that lets owners look up the farms and fisheries behind a given bag or carton.
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