Background: ownership, sourcing and positioning
Frontier Pets and Hill's Science Diet sit at opposite ends of the ownership spectrum in the Australian cat food market. 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. Hill's Science Diet faced a 2019 vitamin D over-supplementation recall on canned dog food that led to a US$12.5 million class-action settlement; cat food was not affected. Shoppers choosing between the two are effectively picking between corporate scale and founder-led focus.
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.
Hill's Science Diet is made in the United States. It employs more than 150 in-house veterinarians and PhD nutritionists, and runs a veterinary-only clinical portal at myhillsvet.com.au.
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