OUR BELIEFS

Crafted our New Zealand Way

We believe that how food is made matters just as much as what goes into it. That’s why we craft our food our New Zealand way, choosing exceptional ingredients, trusted partners, and carefully selected processes. We go the extra mile to ensure everything we make is ethically sourced, traceable, and sustainably produced.

Sourcing with Intention

We source with care, choosing ingredients that reflect our respect for animals, people, and the places they come from.

  • Grass-fed red meats
    Raised on open pasture, delivering naturally rich nutrition.
  • Cage-free poultry
    With room to roam, supporting animal welfare and quality.
  • Sustainably caught fish
    Sourced from clean waters with care for marine ecosystems.
  • Whole-food ingredients
    Selected for their purity, freshness, and nutritional value.

Our approach is shaped by respect for animals, for the land they live on, and the people who care for both. We work with trusted farmers, fishers, and producers who share our standards for animal welfare, sustainability, and quality, because doing things properly is non-negotiable.

From animal welfare to environmental responsibility, our processes are designed to reflect the same care that guides our sourcing. We prioritize ethical handling and transparent, responsible manufacturing, ensuring every step of the process honors our ingredients and the ecosystems they come from.

Purpose-Driven Pet Nutrition

As the first New Zealand company accredited by the Pet Sustainability Coalition, we’re setting a new industry standard. From 100% ingredient traceability and renewable energy to now being B Corp certified, we’ve matched world-class nutrition with a smaller carbon footprint. For us, being a responsible pet food company means caring for the planet and our people as much as the pets who live on it.

Sustainability

Responsible practices that support people, communities and the planet. Now B Corp certified.

Ethical Sourcing

Whole-food ingredients sourced with care, integrity and respect for the unique natural environments they come from.

Traceable

Traceable ingredients, from farm gate to pet plate.

Responsible Logistics

Sea freight prioritized to reduce emissions and lower impact.

Renewable Energy

Increasing our use of renewable electricity across global operations - 74% currently from renewables.

Employee Wellness

Supporting the well-being of our people every day.

Reducing Plastic Responsibly

Using less plastic, choosing recycled materials, removing unnecessary components and planning for end-of-life.

Pet Sustainability Coalition

Accredited members and industry leaders - proud to be the first New Zealand pet food company.

From Belief to Bowl

Explore our range of natural, high-meat nutrition recipes, crafted our New Zealand way - from Freeze‑Dried, Baked & Coated, Canned, Pouches, Treats, and Boosters.

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