Background: ownership, sourcing and positioning
Frontier Pets and Orijen sit at opposite ends of the ownership spectrum in the Australian cat food market. Frontier Pets uses ingredients that are 100 percent Australian, human-grade, whole-of-life free-range, including free-range eggs and certified organic produce. Orijen is built around 'WholePrey' ratios with 85 to 90 percent animal inclusions including fresh and raw meat, organs and bone. The two brands differ in several ways beyond the one point highlighted here.
Frontier Pets is built around an explicit anti-factory-farming mission, channelling more than AUD$7 million into Australian regenerative-farming suppliers by 2024.
Orijen runs production exclusively at two company-owned kitchens in Alberta and Kentucky with no private-label work.
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