Background: ownership, sourcing and positioning
Feline Natural and Vetalogica 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. Vetalogica is an independent Australian company founded in 2000 by pharmacist brothers Raymond and Scott Shahidi, who still formulate the range. 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.
Vetalogica makes every cat recipe in small batches in its own Sydney, New South Wales kitchens under the Australian Standard for pet food manufacturing (AS 5812) rather than outsourcing production. It offers Australian novel-protein recipes including kangaroo and goat, with a multi-protein Riverland Red recipe combining kangaroo, lamb, goat, pork and salmon.
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