Background: ownership, sourcing and positioning
Providore and Taste of the Wild offer two different approaches to the Australian cat food market. Providore is a retailer private label, so the manufacturer may change between production runs, which means ingredient sourcing and exact composition can vary over time. 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. The two brands take different paths to the same shelf, and those differences become clear once you look past the price tag.
Providore is designed specifically to undercut Ziwi Peak on shelf price while mirroring format and packaging cues.
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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