| 59 Animals Like Us create a new category Turning the concept into a commercial product required expertise beyond branding and consumer marketing. Animals Like Us centres on improving long-term pet health. Russell Fredric Animals Like Us is taking New Zealand pet nutrition to the world, exporting premium pet food across Australia, North America and New Zealand by combining the convenience of dry food with the nutritional benefits of raw New Zealand ingredients. Founded by Jeremy Moon, who established Icebreaker, and business partner Rob Achten, the business grew from a simple question the pair asked as dog owners: why wasn’t there an easier way to feed pets a more natural diet? “We were trying to find a sweet spot between raw feeding that offers fantastic nutrition and taste, and convenience and affordability,” Rob says. “We also discovered there wasn’t decent premium pet food in grocery supermarkets. We thought there had to be a better way to make raw feeding more accessible and easier.” Instead of competing with conventional kibble brands, Animals Like Us created a new category by blending dry food with a high percentage of freeze-dried raw whole-food organ meats. Rich in vitamins and minerals, organ meat also makes the food highly palatable, allowing owners to see the difference and dogs to taste it. Turning the concept into a commercial product required expertise beyond branding and consumer marketing. Jeremy and Rob partnered with Craig Hickson, whose Hawke’s Bay company, Pasture Pet Foods, brought specialist knowledge of meat processing, manufacturing and supply chains. Working together, they refined formulations, undertook extensive production trials and developed a manufacturing process capable of producing the combination of kibble and freeze-dried raw ingredients at scale. “We had a concept that was very consumer-led, but we had to work backwards and figure out how we were actually going to make it. Craig and his team at Pasture Pet Foods were instrumental in helping us commercialise the idea.” Animals Like Us centres on improving long-term pet health by encouraging owners to move beyond fully processed diets. Rather than promoting an exclusively raw approach, it encourages customers to introduce more natural ingredients into everyday feeding. “Our philosophy is introducing raw food into pets diet – which is what they are naturally designed to eat. Some processed food is okay, but not 100 percent processed kibble. We’re not raw purists; we’re just trying to help people take that first step towards a more natural raw diet.” The range has expanded beyond its original hybrid dry food concept and now includes a range of freeze-dried products, meal toppers and treats for both dogs and cats. RURAL SERVICES » Animals Like Us Animals Like Us Proudly supplying quality corrugated packaging for ojifs.com Packaging Central +64 6 367 6800 | casectrl@ojifs.com Different formulations cater for life stages, breed sizes and dietary preferences, giving pet owners a choice of feeding options while maintaining the brand’s emphasis on high-quality New Zealand ingredients. That variety also extends to price point. Alongside premium freeze-dried products, Animals Like Us offers more affordable everyday options through its hybrid dry food range, making it easier for owners to introduce more natural nutrition without the cost of feeding a fully raw diet. That proposition has underpinned rapid growth. Animals Like Us now sells in New Zealand, Australia, the United States and Canada, with Australia its fastest-growing market following expansion into major supermarket chains. The business employs about 15 people and continues to scale alongside Pasture Pet Foods, supported by a long-standing manufacturing partnership that has grown with the business. Recent retail ‘wins’ in Australia and North America will significantly expand the company’s international footprint over the coming year. New Zealand ingredients underpin the brand’s international appeal; grass-fed beef and lamb, together with the country’s pasture-based farming systems, resonate with consumers seeking premium pet food made from trusted natural ingredients. A Journey Of Connections Since 1854, Whanganui Collegiate School has been a beacon of educational excellence, shaping young minds and nurturing character. Enrol Today 132 Liverpool Street College Estate Whanganui, 4500 admissions@collegiate.school.nz 06 349 0210 “We think New Zealand can become a global leader in premium pet nutrition. That’s what we’re building toward.” “People are increasingly thinking about what they’re eating themselves and asking what that means for their dogs. Animals Like Us is built around the idea that they’re part of the family and deserve good food, like we do.”
RkJQdWJsaXNoZXIy NDc2Mzg=