Background: ownership, sourcing and positioning
Black Hawk and Ivory Coat offer two different approaches to the Australian cat food market. Black Hawk is built on a 'passionate breeder' narrative rather than clinical or ancestral framing, with an 'every ingredient matters' tagline. Ivory Coat started in 2013 as a natural pet shampoo line by Steven Devereaux-Stanford before expanding into kibble and being acquired by Real Pet Food Company in 2017. Both brands lean on their heritage as a marker of trust with owners.
Black Hawk sources roughly 45 to 50 percent of ingredients within a 200 km radius of its Parkes plant.
Ivory Coat is marketed on 100 percent Australian meat as the primary ingredient across grain-free kibble and pouch formats.
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No Ivory Coat products are eligible for side-by-side comparison. Specialty formulations, and labels that do not publish the figures needed for a like-for-like comparison, are excluded.
Data reflects manufacturer-published information at the time of collection; formulations change, so always verify against the label on the product you intend to buy.
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