Background: ownership, sourcing and positioning
Ivory Coat and Ziwi Peak 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. Ziwi Peak was fined NZ$66,000 in 2019 over odour emissions from its Tauranga sites, prompting a move to a greenfield NZ$85 million super-kitchen in Napier that came online in 2022. The two brands differ in several ways beyond the one point highlighted here.
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.
Ziwi Peak is made at a purpose-built kitchen in Napier, New Zealand, which replaced its original Mount Maunganui operations in 2022, with all meat and seafood sourced within New Zealand. It uses recipes that routinely carry 96 percent meat, organs, bone and green-lipped mussel with zero grain, legume or potato content.
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