Background: ownership, sourcing and positioning
Frontier Pets and Proudi 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. Proudi is an independent Queensland prey-model raw brand making both frozen patties and air-dried products from Australian human-grade meat. 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.
Proudi uses around 97% meat, organs and ground bone with a small premix that avoids menadione, and no grains, legumes or starches across both formats.
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