Background: ownership, sourcing and positioning
Big Dog and Frontier Pets are both independent operators in the Australian cat food market, and each leans on a distinct founding story to set itself apart. Big Dog is an early Australian pioneer of the BARF raw feeding movement, now widely stocked frozen through major and independent retailers. Frontier Pets was founded by Diana Scott, a former Ogilvy marketer who spent 15 years running her own agency before pivoting to pet food in 2017. The founder stories remain central to how each brand still talks about itself today.
Big Dog builds its recipes from named meat, offal and ground bone with whole-food vegetables, kelp and marine algae rather than a synthetic premix.
Frontier Pets uses ingredients that are 100 percent Australian, human-grade, whole-of-life free-range, including free-range eggs and certified organic produce. It is built around an explicit anti-factory-farming mission, channelling more than AUD$7 million into Australian regenerative-farming suppliers by 2024.
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