Background: ownership, sourcing and positioning
Frontier Pets and NZ Natural Meow are both independent operators in the Australian cat food market, and each leans on a distinct founding story to set itself apart. 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. NZ Natural Meow is made by an independent, founder-operated New Zealand company started in 2016 by Jacqueline Taylor and Amber Cordero, separate from the KKR-owned maker of Feline Natural despite the similar name. The founder stories remain central to how each brand still talks about itself today.
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.
NZ Natural Meow makes the range in small batches at its own New Zealand facility and is FernMark licensed as a genuine New Zealand-made producer. It sells gently freeze-dried and air-dried raw recipes fed as-is or rehydrated rather than cooked kibble.
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