Background: ownership, sourcing and positioning
Feline Natural and Providore are both owned by private equity firms, each brand having been acquired after proving its niche in the natural-food end of the market. Feline Natural was acquired via its parent Natural Pet Food Group by global private equity firm KKR in May 2021. Providore was developed by branding agency Cowan as Petbarn's in-house alternative to premium air-dried and freeze-dried imports. 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.
Providore is a retailer private label, so the manufacturer may change between production runs, which means ingredient sourcing and exact composition can vary over time. It is designed specifically to undercut Ziwi Peak on shelf price while mirroring format and packaging cues.
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