Background: ownership, sourcing and positioning
Frontier Pets and Trilogy offer two different approaches to 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. Trilogy is built on a three-pillar philosophy of protein, grasses and water, translated into grain-free kibble with freeze-dried meat inclusions and wet food in bone broth. 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.
Trilogy uses deliberately regional proteins including Northern Territory barramundi, outback kangaroo and Australian salmon alongside New Zealand lamb.
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