Background: ownership, sourcing and positioning
Feline Natural and Frontier Pets offer two different approaches to the Australian cat food market. Feline Natural was founded by Geoff Bowers, a former Royal Marine and UK police dog handler who built the concept after a sabbatical studying grey wolves in Alaska with biologist Gordon Haber. 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.
Feline Natural is made in New Zealand from 100 percent New Zealand-sourced ingredients, through manufacturing partners in Hawke's Bay and Gisborne.
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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