Background: ownership, sourcing and positioning
CatChi 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. CatChi is an independent Sydney brand founded in 2023, built around single-protein fresh meals delivered frozen by subscription. 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.
CatChi uses 95 percent or more named meat and organs in every recipe, gently cooked at low temperature and snap frozen rather than extruded or canned.
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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