Our Story

Naturally Better, From the Very Beginning

We’re on a mission to bring out the best in pets through naturally better nutrition, crafted our New Zealand way.

We understand that every member of your family deserves the best natural nutrition to enjoy a happy, healthy life. We are committed to providing nutritious meals for your pets with the highest quality, ethically sourced meats, sustainably sourced fish, and natural ingredients from New Zealand and beyond. We’re proud to deliver your pet the natural energy to thrive and enjoy every moment of every day.

Bringing Out the Best Since 2006

Trace our journey from humble beginnings to a world-class pet food producer.

2006

Born From Instinct

Our journey began with our founder’s desire to give his police dog the very best. He researched, studied, and recognized the benefits of an instinctive, natural diet for his companion. From there, a new approach to pet nutrition was established: food inspired by what pets would instinctively eat in nature - and K9 Natural was born!

2008

A Freeze-Dried First

Driven by innovation and care, we became one of the first to craft Freeze-Dried pet food. This breakthrough championed high-meat diets and preserved the benefits of raw nutrition, while making it easier to feed, more digestible, and deeply palatable for pets.

2009

Going Global

As demand grew, so did our reach. We became the first New Zealand pet food company to export freeze-dried pet food internationally, sharing New Zealand’s very best nutrition with pets around the globe.

2011

Introducing Feline Natural

Recognizing that cats thrive on the same high-meat, species-appropriate nutrition, we launched Feline Natural. The same commitment to natural ingredients, minimal processing and exceptional quality, now tailored for cats.

2016

Wet Food, Redefined

We challenged convention again by redefining wet pet food for dogs and for cats. Our high-meat canned recipes were introduced without gelling agents, setting a new benchmark for clean, premium nutrition.

2018

More Ways to Feed

To support more ways of feeding, we introduced Boosters & Treats, natural, high-meat options designed for rewarding, topping, and boosting bowls without compromising on quality or ingredients.

2021

Hydration Elevated

With feline hydration front of mind, we expanded Feline Natural’s wet range with Pouches. Naturally hydrating, highly palatable recipes, free from gums, binders, and gelling agents.

2026

Certified for Good

We became a Certified B Corporation®, recognizing our long-standing commitment to doing better for pets, people, and the planet. Another step in setting the gold standard in pet nutrition. Read more about our B Corp journey here.

Today

Continuing to Make a Difference With Nature & Nutrition

Today, we continue our mission to help pets and their people bring out the best in each other. Our food is inspired by nature, guided by science, and crafted with care our New Zealand way, and we’re committed to keeping it that way.

What’s Next?

We're always up to something new! If you'd like to be the first to know, join our pack.

Our Founding Beliefs Continue to Sit at the Heart of Everything We Do

From the ingredients we select to the partners we choose to work with, every choice is intentional. We prioritize fresh, whole-food animal ingredients, traceability, and transparency - staying true to our high‑meat, natural philosophy.

Our beliefs are simple, intentional, and uncompromising because your pet deserves nothing but the best.

Discover more about our beliefs below.

High-Meat Nutrition

We believe in high-meat, high-protein diets because a pet’s instinctive diet is best. High in protein from real meat, just as nature intended. Delivering nutrition, energy, and the taste pets love.

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Crafted Our New Zealand Way

We believe in crafting our food our New Zealand way - that means choosing premium ingredients, trusted partners, and careful processes from New Zealand and beyond, going the extra mile to ensure every ingredient is ethically sourced, sustainable, and traceable.

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Ingredients with Purpose

We believe that every ingredient is chosen for a reason. We use fresh, whole-food ingredients chosen for the nourishment, function, and flavour they provide. No fillers, artificial colours, flavours or preservatives.

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Trust & Transparency

We believe pet parents should know exactly what goes into their pet’s bowl. With traceable ingredients, clear labeling, and rigorous standards, we make food you can feel confident feeding.

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Guided by Science

We believe nature sets the blueprint, and science helps us refine it. Our recipes are developed using nutritional research, independent testing, and a deep understanding of the needs of dogs and cats.

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