Background: ownership, sourcing and positioning
NZ Natural Meow and Taste of the Wild are both independent operators in the Australian cat food market, and each leans on a distinct founding story to set itself apart. NZ Natural Meow uses New Zealand proteins including hoki, wild venison and brushtail possum alongside lamb, beef, chicken and king salmon. Taste of the Wild leans on novel proteins including bison, venison, wild boar, smoked salmon and roasted quail, paired with sweet potatoes, peas and legumes rather than grains. Both brands lean on protein variety as a marker of difference from mainstream cat food.
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 sells gently freeze-dried and air-dried raw recipes fed as-is or rehydrated rather than cooked kibble.
Taste of the Wild launched in 2007 as the 'ancestral diet' flagship of Diamond Pet Foods, a family-owned Missouri manufacturer founded in 1970 and still privately held.
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