Background: ownership, sourcing and positioning
Be Frank 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. 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. 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. 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.
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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