Background: ownership, sourcing and positioning
Black Hawk and Frontier Pets offer two different approaches to the Australian cat food market. Black Hawk sources roughly 45 to 50 percent of ingredients within a 200 km radius of its Parkes plant. Frontier Pets uses ingredients that are 100 percent Australian, human-grade, whole-of-life free-range, including free-range eggs and certified organic produce. The two brands differ in several ways beyond the one point highlighted here.
Black Hawk is made in Parkes, NSW. It is built on a 'passionate breeder' narrative rather than clinical or ancestral framing, with an 'every ingredient matters' tagline.
Frontier Pets 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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