Background: ownership, sourcing and positioning
Ivory Coat and NZ Natural Meow offer two different approaches to the Australian cat food market. Ivory Coat is produced at the Real Pet Food Co. Dubbo NSW facility, which was subject to a 2023 chemical spill and a 2025 NSW EPA enforceable undertaking requiring AUD$1.3 million in safety upgrades. NZ Natural Meow sells gently freeze-dried and air-dried raw recipes fed as-is or rehydrated rather than cooked kibble. The two brands take different paths to the same shelf, and those differences become clear once you look past the price tag.
Ivory Coat is marketed on 100 percent Australian meat as the primary ingredient across grain-free kibble and pouch formats. It started in 2013 as a natural pet shampoo line by Steven Devereaux-Stanford before expanding into kibble and being acquired by Real Pet Food Company in 2017.
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 uses New Zealand proteins including hoki, wild venison and brushtail possum alongside lamb, beef, chicken and king salmon.
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No Ivory Coat products are eligible for side-by-side comparison. Specialty formulations, and labels that do not publish the figures needed for a like-for-like comparison, are excluded.
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