Good Beyond the Bowl

We’re proudly a Certified B Corporation®, a recognition of our long-standing commitment to doing better for pets, people, and the planet. It’s another step in setting the gold standard in pet nutrition, ensuring our impact is as positive as the food we craft.

Better Food. Better Business. Better Outcomes.

K9 Natural and Feline Natural were founded on a belief that pets thrive on food inspired by what they would instinctively eat in nature. But for us, doing things the right way doesn’t stop with what’s in the bowl. We believe how our food is sourced, made, and delivered matters just as much. That’s why we’re committed to running a business that supports pets, people, communities, and the natural world.

We believe in doing good beyond the bowl.

Proud to Be a Certified B Corporation®

B Corp® certification independently verifies that we meet high standards of social and environmental performance, transparency, and accountability. Earned through a rigorous assessment across more than 200 measures covering governance, workers, community, environment, and customers. B Corp® certification is an ongoing framework and measurement of how we as a business commit to continuous improvement every year - this is not a one-off measure - making sure we do better every year.

"If we make food to help pets thrive, the way we run our business must also support people, communities, and the environment. Certification affirms the progress we’ve made and raises the bar for what great looks like in pet nutrition.”

- Brett Henshaw, CEO

How we make an impact

B Corp® certification holds us to a higher standard and we welcome it.

It helps guide how we operate today and how we improve tomorrow. We make food to help pets thrive, and that means running a business that supports people, strengthens communities, and respects the planet we share.

The natural world provides the whole-food ingredients pets thrive on. Caring for it means reducing our footprint wherever we can from ingredient sourcing to packaging and transport.

  • Increasing recycled content and removing unnecessary plastics
  • Powering our New Zealand offices with 100% renewable energy
  • Prioritizing sea freight over air freight where possible
  • Sourcing ingredients from trusted producers with strong animal welfare and traceability

Caring for pets starts with caring for the people who make their food.

  • Certified Living Wage employer
  • Strong focus on health, safety, and well-being
  • Formalised diversity and inclusion practices
  • Clear development pathways and regular engagement surveys

We support the communities we operate in through meaningful partnerships and hands-on action.

  • Ongoing pet food donations to NZ Food Network
  • Paid volunteering days for every employee
  • Fundraising and support for aligned charities

We make food pet parents can trust and we’re open about how it’s made.

  • Whole-food ingredients from New Zealand and beyond
  • Full traceability from farm gate to pet’s plate
  • Clearer on-pack education to support informed choices
  • Consistently high customer satisfaction

Doing business the right way underpins everything we do.

  • Social and environmental impact embedded in decision-making
  • Strong ethics, transparency, and accountability standards
  • Supplier compliance with labour and wage requirements
  • Independent verification through B Corp certification

Crafted Our New Zealand Way to Bring Out the Best in Pets

We’re B Corp® Certified, and committed to making the very best in pet nutrition, using only the best ingredients, partners, and processes from New Zealand and beyond. Going the extra mile to ensure ethical, sustainable, and traceable practices in all that we do.

To read more about our B Corp® status and report, visit the B Corp Site.

Visit the B Corp Site