Meet the Founders: The Story Behind New Zealand Petfoods
When we look back at how New Zealand Petfoods started, it really came from a need to do things differently.
Back in the mid-1980s, farming returns weren’t great, and like a lot of farmers at the time, we were looking for a way to create more stability and improve cash flow. We didn’t want to just be price takers — we wanted a bit more control over where things were heading.
That’s what led us to build a licensed pet food abattoir on the farm.
At the start, it was really about adding value to our own stock. But as things grew, we started working with other farmers as well, bringing in more supply and slowly building the business out from there.
At the same time, we could see something was missing in the market.
Most pet food — especially in urban areas — was canned or dry. There wasn’t much out there for people who wanted to feed their pets something more natural, and even less that made it easy to do so.
That’s where the idea for the medallions came in.
We wanted something that kept the benefits of raw feeding but made it simple and convenient for everyday pet owners. Once we introduced that into a few local New World supermarkets, things started to gain a bit of momentum — and it really grew from there.
Where Our Approach to Nutrition Comes From
Long before raw feeding became something people talked about, it was just what we did.
Our working dogs were fed a mix of raw protein, with biscuits added in for fibre. During busy times like lambing and weaning, we’d also give them extra — things like cooked offal and grain to keep them going.
We saw firsthand how well they did on that kind of diet.
They stayed healthy, worked hard, and had long working lives with very few issues. That experience has stuck with us and still shapes how we think about pet nutrition today.
For us, it’s not about overcomplicating things.
It’s about good ingredients, a balanced approach, and doing the basics well — consistently.
What Quality Means to Us
“Quality” can mean a lot of different things, but for us it’s pretty straightforward.
It’s about the integrity of the ingredients we use, and making sure we’re doing things properly right through the process — from sourcing to manufacturing and everything in between.
We’re coming up 40 years now, which is something we’re proud of, but at the same time we know we don’t always get everything perfect. The important thing is that we’re always looking at how we can do things better.
Why We’ve Always Focused on Control
Having control over the process has always been important to us.
In the early days, a lot of it was done in-house, which made that easier. As we’ve grown, we’ve had to work with more suppliers and partners, but that’s meant building strong relationships with people who care about quality just as much as we do.
At the end of the day, you’re only as good as the ingredients you’re working with — so trust in that part of the process is critical.
What People Might Not Realise
I think sometimes people assume products just appear ready to go — but there’s a lot that goes into it.
Even now, it’s still a very hands-on process. There are a lot of steps involved before something ends up in a bag or a box and out to market.
The logistics alone can be massive, especially as the business has grown.
Over time, we’ve expanded into other areas as well — working with partners, export, import — all of which helps strengthen the business and gives it a bit more resilience moving forward.
The Challenges Along the Way
There’s been no shortage of challenges over the years.
Growth is always one of the biggest ones — knowing how far to push things without putting the business at risk. Sometimes you have to step outside your comfort zone, but you also have to be careful not to overextend.
There have also been moments that really tested us — things that can change your business almost overnight.
You learn a lot from those situations.
And through all of it, you’re very aware that it’s not just about us — it’s about the whole team and the people who rely on the business every day.
What We’re Most Proud Of
When we look at where things are now, it’s really about seeing the business reach its potential.
We’ve been able to grow, stay relevant, and continue producing high-quality pet food across a wide range — and that’s something we’re proud of.
Just as importantly, it’s about the people.
No business works without a good team, and we’ve been fortunate to build one with a really diverse set of skills. Everyone plays a part in getting us to where we are today.
Being New Zealand Owned
These days, a lot of companies in the industry are owned by offshore businesses.
For us, still being New Zealand owned and operated is something that means a lot.
It gives us the ability to make decisions quickly and stay connected to what we’re doing day to day. But it also means we stand behind those decisions ourselves — there’s no big backing to fall back on.
That’s part of the responsibility, but also part of what makes it worthwhile.
Looking Ahead
We’re excited about where things are heading.
There’s a lot happening within the business, and with new ideas and new energy coming through, we’re looking forward to what the next phase looks like.
The goal is to continue growing the range, strengthening the brand, and getting our products in front of more customers — while still sticking to what’s worked for us from the beginning.
A Final Thought
If we had one piece of advice, it would be this:
Take the time to look into what you’re feeding your pet.
Read the labels, understand the ingredients, and think about what you’re trying to achieve for their health.
Big marketing budgets don’t always mean better products.
At the end of the day, it comes back to quality and making the right choices.
