Background: ownership, sourcing and positioning
Frontier Pets and Royal Canin 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. Royal Canin was founded in 1968 by French veterinary surgeon Jean Cathary, who developed a cereal-based coat-condition recipe in his garage and became the first French pet food maker to use an extruder. 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.
Royal Canin is largely supplied to Australia from Mars' Gimje plant in South Korea, opened in 2018 and undergoing a KRW 210 billion expansion through 2025. It runs roughly 260 formulas worldwide organised by breed, life stage and condition, with a substantial veterinary prescription range.
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