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Australian Dog Lover
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Phivo Christodoulou, an Australian small business owner, started his company, Augustine Approved, with a simple mission: to create all-natural, organic remedies for pets.
He believed in using healthy, food-grade ingredients to help animals thrive, and his products—like organic coconut oil and supplements containing turmeric and lentils—were made to the same high standards as human food.
However, a government regulator, the Australian Pesticides and Veterinary Medicines Authority (APVMA), has been targeting his business for over a decade. The APVMA claims that these natural products are "veterinary chemical medicines" and must be registered, a process that could cost hundreds of thousands of dollars per product.
A Fight over Coconut Oil
The conflict came to a head when the APVMA issued two infringement notices to Augustine Approved, for the sale of two of its certified organic products, SuperHeal and Raw Coconut Oil, levying fines totalling over $24,000. One of the fines—over $9,000—was for selling a single jar of Raw Coconut Oil that retails for just under $14.
However, a government regulator, the Australian Pesticides and Veterinary Medicines Authority (APVMA), has been targeting his business for over a decade. The APVMA claims that these natural products are "veterinary chemical medicines" and must be registered, a process that could cost hundreds of thousands of dollars per product.
A Fight over Coconut Oil
The conflict came to a head when the APVMA issued two infringement notices to Augustine Approved, for the sale of two of its certified organic products, SuperHeal and Raw Coconut Oil, levying fines totalling over $24,000. One of the fines—over $9,000—was for selling a single jar of Raw Coconut Oil that retails for just under $14.
Christodoulou stated that the APVMA's actions are irrational and an abuse of power. The company's press release claims the notices are legally invalid because the products are clearly exempt as food-based substances, not chemicals. Furthermore, the company argues the APVMA's actions are out of time, as the regulator first became aware of the products in 2014 but waited until 2025 to issue the fines.
Abuse of Power and a "Scathing Review"
Augustine Approved has formally objected to the fines, detailing a series of serious allegations against the APVMA. These include a "breach of public service obligations" and "abuse of process," noting that the regulator had previously closed the case in 2017 with an assurance of no further action. The company also alleges the APVMA used private investigators and conducted an investigation warrant at Christodoulou's private residence for personal gain.
In a powerful statement, Christodoulou pointed to a "scathing review" of the APVMA in 2023 that highlighted a history of misconduct. "This is not regulation—this is 11 years of targeted harassment of a company that has been a pioneer in raising safety and quality standards," he said. "The APVMA continues to abuse its powers and waste taxpayer resources to harass small businesses that are doing the right thing."
The Battle Escalates
Christodoulou says he's not backing down. He and Augustine Approved are fighting the fines and have announced they are escalating the matter. The company plans to:
- File a formal complaint with the Commonwealth Ombudsman.
- Request an audit from the Auditor-General.
- Bring the issue before the Minister for Agriculture and Senate oversight bodies.
- Initiate Federal Court proceedings for damages and an injunction to stop all further enforcement.
The APVMA said in a recent statement, "A
veterinary chemical product includes any substance that claims it can prevent,
diagnose, cure, or alleviate an animal disease, injury, or condition."
For Christodoulou, the fight is personal. "What they've demonstrated is that no matter what I do, they're never going to leave me alone," he said, describing the emotional and financial toll.
"Wholefoods will never be veterinary chemical medicines. We are not backing down."
The emotional and financial toll on Christodoulou highlights the need for a change in the legal framework. It's a fight for natural health innovation against a government regulator.
To support the effort and demand change, you can sign the petition here:
About Augustine Approved
Augustine Approved Pty Ltd is an Australian-owned company and the first in the world to produce certified organic products for dogs and cats to human standards. Augustine Approved is committed to improving the health and wellbeing of animals and people through certified organic and wild-harvested, food-based supplements and skincare. Its philosophy is built on transparency, safety, and the belief that natural nutrition is the cornerstone of long-term wellness.
Watch the coverage on A Current Affair (October 1, 2025):
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