Aka About Us

Our Freshtory

Hi! I’m Emma and I’ve been on a mission to freshen up the pet food industry since 2015.

All my life I’ve wanted to work with animals. You could say I’m a little obsessed with them. It all started with work experience for a fantastic Vet when I was just 16 years old and I still look upon that time as some of the greatest ever.

A long time passed since those days as a vet assistant, but in 2015, after my fur-nephew experienced huge issues as a result of eating highly processed pet 'food', I decided to dig deeper.

I had absolutely no idea that pet food was a self-regulated industry. I naively assumed that pet food would be held to the same standards as human food manufacturers. But the reality couldn't be further from the truth. Save for a handful of small producers creating quality food, 99.99% of pet food produced was heavy on the marketing, and light on transparency and whole foods.

So, I decided to create the change I wanted to see in the pet food industry. I wanted to produce Australia's healthiest, freshest pet food made with real food (imagine that!). Food that was minimally processed - no heavy processing, no high heat treatment and no mysteriously mushy mince. I wanted my business to be transparent about its ingredients by using 100% human grade ingredients - sourced from the human food supply chain, not 'feed' grade pet food ingredients. But most of all, I wanted every pet pawrent around the world to be able to look into their pet's bowl and see exactly what was in their food. Food that looks like real food, because IT IS real food.

And so FurFresh was born.

The journey hasn't been an easy one - from logistics challenges, to personal ones (read: startups + babies = 😴) to pandemics and to inflationary pressures. But it has been rewarding. I'm proud to say that FurFresh is a pioneer and I'm so very grateful to be able to change the health of dogs + cats for good, one bowl at a time.

Woof woo (that’s ‘thank you’ in fur baby),

Emma

What we stand for

Our Dream

You can call us dreamers, but we’re not the only ones. We see a growing desire amongst dog parents to feed how nature intended. We know that as humans, we are at our healthiest when we eat how nature intended, so it’s only natural that this is the best for our dogs too.

We’re not here to bad-mouth other brands, we’re here to give you a choice to feed your fur baby food you’d feed yourself.

Loving Back

Animals, especially dogs, love us as humans unconditionally. It’s our responsibility as their humans to love them back. We believe that the healthiest choice that you can make for your fur child is to feed them fresh, healthy food that’s simply processed and made with love.

This means saying no to heavily processed, extremely heat treated and chemical laden foods and saying yes to fresh, raw meat + veggies + vitamins & minerals.

The Greater Good

It may sound cliché, but we think about the health of your pup when we think about our own profits. It would have been far easier (and cheaper) to use feed grade ingredients but we’re committed to using only the freshest, human grade ingredients.

Even if it costs more. After all, our fur children are part of our families, so making this choice, means that we all reap the rewards.