Background: ownership, sourcing and positioning
Proudi and Vetalogica are both independent operators in the Australian cat food market, and each leans on a distinct founding story to set itself apart. Proudi is an independent Queensland prey-model raw brand making both frozen patties and air-dried products from Australian human-grade meat. Vetalogica is an independent Australian company founded in 2000 by pharmacist brothers Raymond and Scott Shahidi, who still formulate the range. The founder stories remain central to how each brand still talks about itself today.
Proudi uses around 97% meat, organs and ground bone with a small premix that avoids menadione, and no grains, legumes or starches across both formats.
Vetalogica makes every cat recipe in small batches in its own Sydney, New South Wales kitchens under the Australian Standard for pet food manufacturing (AS 5812) rather than outsourcing production. It offers Australian novel-protein recipes including kangaroo and goat, with a multi-protein Riverland Red recipe combining kangaroo, lamb, goat, pork and salmon.
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