Background: ownership, sourcing and positioning
Orijen and Taste of the Wild sit at opposite ends of the ownership spectrum in the Australian cat food market. Orijen faced multiple US heavy-metals class actions between 2018 and 2022 which were dismissed or resolved in Champion's favour; Orijen cat food was withdrawn from Australia in 2008 over AU border irradiation issues before the government banned the practice in 2009. Taste of the Wild was affected by parent Diamond Pet Foods' 2012 Salmonella outbreak at its South Carolina plant, one of the largest pet-food recalls in US history, which sickened people as well as pets across nine states. Both brands have faced public scrutiny events that continue to surface in consumer discussion.
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.
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. It leans on novel proteins including bison, venison, wild boar, smoked salmon and roasted quail, paired with sweet potatoes, peas and legumes rather than grains.
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