Background: ownership, sourcing and positioning
Feline Natural and Royal Canin sit at opposite ends of the ownership spectrum in 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. Royal Canin was founded in 1968 by French veterinary surgeon Jean Cathary, who developed a cereal-based coat-condition recipe in his garage and became the first French pet food maker to use an extruder. 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.
Royal Canin is largely supplied to Australia from Mars' Gimje plant in South Korea, opened in 2018 and undergoing a KRW 210 billion expansion through 2025. It runs roughly 260 formulas worldwide organised by breed, life stage and condition, with a substantial veterinary prescription range.
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