Background: ownership, sourcing and positioning
Ivory Coat and Orijen offer two different approaches to the Australian cat food market. Ivory Coat is now controlled by a Chinese-Singaporean consortium led by Hosen Capital alongside Temasek and New Hope Group. Orijen was acquired by Mars Petcare in February 2023 as part of a reported US$2 billion deal for parent Champion Petfoods; the brand operates as an independent business unit within Mars Pet Nutrition. The ownership transitions at both brands reflect a broader pattern of pet food consolidation in the 2020s.
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.
Orijen runs production exclusively at two company-owned kitchens in Alberta and Kentucky with no private-label work. It is built around 'WholePrey' ratios with 85 to 90 percent animal inclusions including fresh and raw meat, organs and bone.
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