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 ingredients sourced from the human food supply chain. 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),