Background: ownership, sourcing and positioning
Feline Natural and Open Farm offer two different approaches to the Australian cat food market. Feline Natural was acquired via its parent Natural Pet Food Group by global private equity firm KKR in May 2021. Open Farm has taken growth equity from the United States firm General Atlantic but remains founder-led rather than under corporate majority ownership. The ownership transitions at both brands reflect a broader pattern of pet food consolidation in the 2020s.
Feline Natural is made in New Zealand from 100 percent New Zealand-sourced ingredients, through manufacturing partners in Hawke's Bay and Gisborne. It 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.
Open Farm formulates and distributes from Canada while manufacturing the food sold in Australia at a United States facility. It publishes a traceability system that lets owners look up the farms and fisheries behind a given bag or carton.
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