Background: ownership, sourcing and positioning
Taste of the Wild and Vetalogica are both independent operators in the Australian cat food market, and each leans on a distinct founding story to set itself apart. 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. Vetalogica offers Australian novel-protein recipes including kangaroo and goat, with a multi-protein Riverland Red recipe combining kangaroo, lamb, goat, pork and salmon. Both brands lean on protein variety as a marker of difference from mainstream cat food.
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.
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.
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