Raw feeding for dogs in Australia has transformed from a niche concept to an increasingly adopted practice, now representing a significant portion of the global pet food market. 

RAWgust as a designated month-long celebration seems to have gained traction and has been officially recognised by parts of the pet food industry and raw feeding communities since the late 2010s.

This article, researched and written by Pet Journalist Caroline Zambrano, delves into the evolving landscape of raw feeding in Australia, exploring current trends, key industry players, and the drivers behind this nutritional revolution. Through insights from leading pet health experts, veterinarians, and raw food pioneers, we uncover the shift towards ingredient transparency, ethical sourcing, and health-driven choices among Australian pet owners.

Raw Feeding for Dogs in Australia: Trends, Top Players and the Evolving Landscape

Not long ago, raw feeding was a new, niche concept reserved for research-driven pet owners pushing back against ultra-processed kibble.

Today, the concept is more widely recognised and increasingly adopted (albeit still not fully understood) with raw pet food representing approximately 2.7% of the total global pet food market (valued at USD 126.66 billion in 2024) and projected to grow at a compound annual growth rate of 12.17% through to 2033.

From pre-portioned meals to freeze-dried and air-dried formulas, raw diets have their own full-fledged commercial category driven by consumers recognising the potential health benefits and nutritional advantages of raw food options for their furry companions.

To better understand the evolving landscape of raw feeding in Australia, Australian Dog Lover spoke to leading pet health experts, including pet nutritionist Narelle Cooke, integrative veterinarian Dr Nicole Rous, and the one who started it all, the ‘Father of Raw Feeding’ Dr Ian Billinghurst.

We also reached out to Carolyn Macgill from the Pet Food Industry Association of Australia (PFIAA) for regulatory insights, and gathered perspectives from raw food pioneers at Big Dog Pet Foods, CDK9 Raw, Raw & Fresh, The Saltiest Dog, Proudi, and Frontier Pets.

These industry voices share a strong commitment to species-appropriate raw food diets and highlights a growing shift among pet owners towards ingredient transparency, ethical sourcing and health-driven choices.

While each brand brings its own philosophy, ranging from BARF and PMR to freeze-dried or freshly made formulations, all agreed that raw feeding is moving towards mainstream. They also emphasised the need for improved regulation, greater public education and thoughtful innovation to support pet wellbeing.

Despite differences in philosophy, innovation and brand priorities, their insights reveal a shared mission: to raise the bar in pet nutrition and help dogs thrive through fresher, more natural food.

What’s driving the raw revolution?

The shift in raw feeding is more than just a trend; “it’s about transformation,” says Australian pet nutritionist, naturopath and herbalist Narelle Cooke, also founder and managing director of premium pet supplements CanineCeuticals.

There are two raw feeding methods for dogs - BARF (‘Biologically Appropriate Raw Food’ or ‘Bones and Raw Food’) and PMR (Prey Model Raw). While PMR focuses on mimicking a whole prey animal's diet, BARF incorporates fruits, vegetables and other supplements alongside raw meat and bones.

“There’s definitely growing interest in raw feeding among Australian pet owners,” says Narelle. “I’m seeing a fairly even split between those starting out with commercial BARF-style products and then gaining the confidence to transition into DIY feeding, and those doing the reverse – starting with homemade meals, but eventually turning to commercial options after becoming overwhelmed by the sheer volume of (often conflicting) information online.”

Although Narelle does not generally work with clients who follow PMR, she has noticed a broader shift in education around its limitations.

“More pet owners are starting to understand the importance of variety and nutrient balance,” she says. 

“I’ve also seen a growing interest in functional wholefoods, things like medicinal mushrooms, fermented vegetables and freeze-dried organs. I think this reflects a wider trend and understanding of the benefits of more personalised, proactive nutrition that supports both short-term wellness and long-term disease prevention.”

In Narelle’s experience, the number one driver behind the shift to raw feeding is health. Many of her clients turn to raw after struggling with chronic issues like allergies, ear infections, gut problems or poor skin and coat condition.

“Often, the conventional treatments recommended by their vet haven’t helped, and in some cases, have made things worse,” she says. 

“More recently, there’s also growing awareness around the gut-brain axis. I’m seeing more pet owners of anxious or reactive dogs turning to raw feeding as part of a holistic approach to behavioural support, recognising that food plays a key role in both physical and mental wellbeing.”

Raw feeding and where it all began

Credit: Dr Ian Billinghurst

To better understand the drive behind raw feeding, it helps to reflect on where it all began: in a book published in 1993, titled Give Your Dog a Bone, by veterinarian and nutritionist Dr Ian Billinghurst, founder of the BARF diet and often referred to as the “Father of Raw”. "I wrote the book because I was tired of talking about it, and that didn’t work!" he says, laughing.

Dr Ian is retired from veterinary practice, but continues to educate through the Billinghurst Institute and his work with Gussy’s Gut, a U.S-based fermentation company focused on gut health via fermented vegetables.

He views the growth of raw feeding with cautious optimism. "It’s wonderful to see how far it’s come, but it's still very minor. Most people don’t truly understand raw feeding," he says.

Dr Ian draws a distinction between two nutritional philosophies: "nutritionism" (which isolates and formulates diets based on individual nutrients) and “evolutionary nutrition” (which is based on feeding biologically appropriate whole foods).

Rather than relying on frameworks, such as AAFCO (Association of American Feed Control Officials) or adhering to the "complete and balanced" idea promoted by pet food corporations, he stresses a return to ‘evolutionary nutrition’ feeding in a way that aligns with what the canine genome has adapted to over millions of years and continues to change.

"No animal in nature eats a diet that is completely balanced every meal. They store and reuse nutrients,” he says.

Dr Ian acknowledges that any commercially produced raw food is significantly better than highly processed pet food. However, he remains concerned about industry misconceptions and the fear-driven messaging around food safety, bones and nutrient balance.

“The dog’s immune system doesn’t exist to fight bacteria. It exists to live in harmony with the microbiome,” he says.

Common myths and misconceptions

Despite the growing popularity of raw feeding, Narelle also encounters what she calls “frustrating myths” about raw feeding – one of the most common being that it’s inherently dangerous.

“While there can be risks if raw meat isn’t handled properly, with basic hygiene and common sense, it’s no more dangerous than preparing raw meat for ourselves or our families,” she says. 

“The real issue isn’t the form of the food; it’s education and awareness.”

Beef & Sardines Recipe - Credit: Narelle Cooke

Another persistent misconception is that all raw diets are unbalanced or that raw or home-prepared diets aren’t safe for growing puppies.
“I always explain that raw feeding isn’t about tossing your dog a chicken wing or serving up a bowl of meat and rice. When done thoughtfully and with the right support, it can be both safe and nutritionally complete. As with anything, it comes down to education and responsible implementation, which is a big part of my role in working with pet owners,” she says.

One of the biggest challenges Narelle sees is the impact of veterinary skepticism.

“When your vet openly criticises you for raw feeding, it can really shake a pet owner's confidence, even if they've already seen positive changes in their dog,” she says.

“Compared to even two years ago, the number of vets who are warning people against raw feeding is dramatically lower” said Adam Guest, Founder at Raw & Fresh.

Nutritional balance is another major concern, and unlike some of the myths she hears, Narelle states this one is well-founded.

“Most pet owners aren't trained in nutrition, and when preparing meals at home, they often don’t realise the diet may be lacking key nutrients essential for long-term health and wellbeing,” she adds.

“I help guide clients by identifying what’s missing from their current approach and showing them how to fill those gaps using wholefood sources wherever possible. I also frequently recommend commercially prepared raw diets that are formulated to be nutritionally complete, or suggest the use of a reputable meal balancer.

Pork Dinner Recipe - Credit: Narelle Cooke

“The reality is that not every pet owner has the time, knowledge or interest to do it properly from scratch - and that’s completely okay. The goal is to find a safe, sustainable approach that works for them and their dog.”

Raw deserves a place in veterinary medicine

This balanced, safe and sustainable approach is central to integrative veterinary care, and it’s one that Dr Nicole Rous champions every day. As the owner of Mont Albert Veterinary Surgery in Melbourne and founder of the natural pet health and lifestyle brand Shy Tiger, Dr Nicole is passionate about educating and empowering pet owners to help their animals thrive.

With over 15 years of clinical experience and a strong focus on fresh food nutrition, she brings a unique and forward-thinking perspective on where raw feeding fits within modern veterinary care and why it deserves greater attention from the profession.

“Raw feeding absolutely has a place in modern veterinary care, particularly when it’s done with a balanced, evidence-based approach,” says Dr Nicole.

 “I’ve seen significant improvements in pets with skin disease, digestive issues, arthritis and other chronic conditions when they transition to a well-formulated fresh food diet.”

That said, Dr Nicole still sees resistance as many vets and pet parents worry about bacterial risks and public health concerns, which are valid if food isn’t handled properly, she says.

“There’s also a lot of confusion around how to feed fresh correctly. Some people still think chicken and rice is a complete diet, but that doesn’t meet a dog’s nutritional needs. 

A balanced fresh diet includes muscle meat, organ meat, bone and plant matter in the right proportions,” she adds.

“More pet parents are now recognising the long-term health risks associated with ultra processed foods like kibble and are actively seeking better options. But we need more education, for both the public and the veterinary profession, to build confidence in doing fresh feeding safely and effectively.”

Market trends and innovation

Beyond working directly with pet owners, Narelle has also observed broader shifts within the industry itself, particularly in how raw and natural pet food brands are evolving to meet rising consumer expectations.

“Over the past few years, I’ve seen a noticeable shift in how raw and natural pet food brands position themselves, with a stronger focus on ingredient sourcing, transparency, and consumer education,” she says.

“That said, there’s still a wide spectrum when it comes to product quality and nutritional integrity. Some brands are genuinely raising the bar by developing thoughtfully formulated products, while others are still leaning more heavily on marketing hype and appealing to the emotions of pet owners, rather than on ingredient quality and pet health.”

“As more companies enter the space, it’s essential that nutritional integrity doesn’t get lost in the rush to meet demand.” says Chris Essex, Founder of Big Dog Pet Foods.

Narelle also sees increasing pressure on brands to incorporate functional or ‘superfood’ ingredients, as pet owners become more informed about the links between nutrition, cellular health, immune resilience, gut health and longevity.

“This mirrors a broader trend in human wellness and is driving higher expectations in the pet space as well,” she adds.

But as expectations rise, so does the drive for brands to keep up with market trends through innovations that sound exciting on packaging, but don’t always prioritise nutritional integrity.

“Innovation is important, but it needs to be grounded in science,” says Narelle. “I feel like we’re seeing an influx of exotic proteins and novel ingredients, but not all of it is supported by evidence or necessary. There’s a real temptation in the industry to overcomplicate formulations to make them look impressive when, in reality, simplicity, when underpinned by solid nutritional principles, can be far more effective and appropriate for long-term health.”

Narelle believes the real value of innovation lies not in complexity, but in making nutrition simpler, more effective and more accessible for everyday pet owners.

“True innovation in the raw feeding space lies in making species-appropriate nutrition more accessible, nutritionally balanced and aligned with long-term health outcomes. This could involve improved micronutrient profiles in pre-made raw meals, the thoughtful inclusion of freeze-dried functional ingredients, or the integration of natural supplements to support areas like gut, immune or cognitive health,” she says.

“In many ways, we’ve not done nutrition particularly well in the human health space, so this is an opportunity to do better for our pets. By making high-quality, evidence-based, and personalised nutrition more achievable for everyday pet owners, we can support not just immediate wellbeing, but healthier ageing and greater resilience across the lifespan.”

Dr Ian also shares some advice to raw food producers:

✔️ Understand the evolutionary foundation of raw feeding.

✔️ Offer a wider variety of raw ingredients and animal species.

✔️ Move beyond marketing and AAFCO standards and focus on biologically appropriate formulations.

✔️ Prioritise education for manufacturers, consumers and veterinary professionals alike.

"Education is everything. That’s my legacy,” he says.

Find Dr Ian Billinghurts's books here

Standards, safety and the role of industry standards

Pet Food Industry Association of Australia (PFIAA) is the national peak body for pet food manufacturers and marketers, which also represents members producing raw pet food.

Carolyn Macgill, Executive Officer of the PFIAA, notes steady growth in raw, freeze-dried and gently cooked pet food categories, as member companies respond to evolving consumer demand and the increasing desire for choice in how pets are fed.

“With pet food representing one of the highest ongoing expenses for pet owners, all pets should be eating food that is nutritionally appropriate and demonstrably safe,” Carolyn says. “Pet owners want the best for their pets and the best dietary choice will come down to what suits the pet’s individual needs, the owner’s lifestyle, and their values around nutrition.”

PFIAA Manufacturing Members are required to comply with the voluntary Australian Standard AS5812 Manufacturing and Marketing of Pet Food, which covers all pet food formats, can be applied to any size business and covers everything from ingredient sourcing and manufacturing hygiene to labelling and nutrition claims.

PFIAA Manufacturing Members must prove to a third-party auditor that their ‘Complete and Balanced’ pet food meets the required standard. Under AS5812, this means aligning with internationally recognised nutrient profiles, typically from AAFCO or FEDIAF (European Pet Food Industry Association).

“As with any pet food, it is essential to know if the pet food is complete and balanced, or just supplementary,” says Carolyn. 

“Some foods may look complete and balanced, but the label tells a different story.”

Carolyn encourages pet owners to look for the terms ‘Complete’, ‘Balanced’ or ‘Complete and Balanced’ on product labels. When adding raw food as a supplement to a meal, she also advises considering the total energy of the combined foods to help manage the pet’s weight.

“Ensure diets are complete and balanced by consulting a vet or choosing products from third-party audited manufacturers. Raw meat-based diets may carry bacteria like Salmonella, Listeria and Campylobacter, posing potential risks to both pets and humans,” she says.

PFIAA recommends strict hygiene practices when handling raw pet meat:

✔️ Keep raw meat frozen until use.
✔️ Use separate utensils.
✔️ Wash hands thoroughly.
✔️ Clean and disinfect surfaces.
✔️ Dispose of leftovers safely.
✔️ Avoid pet licking, especially in households with immunocompromised individuals.

Read what Australia's raw food industry leaders have to say about food safety concerns here.

“Many pet owners remain unaware that the pet food industry operates with limited regulation,” says Carolyn. 

“The PFIAA strongly advocates for national regulation, recognising that our pets deserve better protection.”

The Department of Agriculture, Fisheries and Forestry are facilitating meetings with the states and territories to decide on whether they will introduce regulation or not. It is unclear exactly when a decision will be made, according to the PFIAA.

What’s next for raw feeding in Australia?

With change on the horizon, the question isn’t whether raw feeding will evolve, but how. Regulation may be one part of the puzzle, but industry leaders believe broader change will come from shifting consumer expectations and growing veterinary awareness.

“I think regulation will increase, particularly around labelling, pathogen control and nutritional completeness. This isn’t a bad thing if it’s done with transparency and real-world practicality,” says Narelle.

“Consumer expectations are already shifting; people want to know what’s in their dog’s bowl, where it came from, and how it supports long-term health. I’m also seeing more open-mindedness among veterinarians, especially younger grads, which is really encouraging.”

One of the biggest changes Dr Nicole would like to see is better nutrition training in veterinary education.

“Right now, most vets graduate without a solid understanding of whole food or species-appropriate nutrition. This often leads to hesitation around fresh feeding because it’s unfamiliar,” she says.

“We also need to recognise that raw feeding is not a new or risky trend. Brands like Big Dog have been formulating complete, balanced raw diets in Australia for more than 25 years. They’ve supported the health of thousands of pets and built a strong foundation for the industry.”

From a regulatory perspective, Dr Nicole would like to see clearer labelling standards and more support for companies that prioritise safety and quality.

“We need a framework that encourages innovation while giving pet parents confidence that what they’re feeding is nutritionally sound and responsibly produced,” she adds.

Looking ahead, Dr Nicole sees a “very bright future” as pet guardians are more informed and more invested in their pets’ health than ever before.

“We’re also seeing advances in companion diagnostics, like microbiome testing and allergy panels, that can guide personalised nutrition in powerful ways,” she says. “Integrative vets play a critical role in this space. We help translate fresh feeding into something that is safe, achievable, and backed by both science and experience. We’re also in a unique position to educate both pet parents and fellow vets about the benefits of a more proactive, preventative approach to health.

“As the demand for real food grows, we have an opportunity to reshape veterinary care into something that truly supports long-term wellbeing, and that’s an incredibly exciting shift to be part of.”

As raw feeding continues to evolve, Dr Ian is also hopeful about the next decade in raw feeding. While he acknowledges that acceptance among vets and regulators may come slowly, Dr Ian believes the raw feeding community is moving in the right direction.

Drawing inspiration from Chinese philosophy and his background in acupuncture, he says: “It's about chipping away over time. Change won’t happen overnight, but it will come.” 

“The goal is not to complicate things. It’s to feed our animals in a way that respects who they are, biologically and evolutionarily.”

Leading the Pack: A Q&A with Australia’s Raw Pet Food Pioneers

In this Q&A, we asked six Australian leaders in raw pet food what sets their brands apart, the trends they’re seeing, how they’re addressing common myths and concerns around raw feeding, and the key challenges shaping its future, from transparency and safety to innovation and education.

For the full transcript of insightful interviews with Big Dog Pet Foods, Frontier Pets, The Saltiest Dog CDK9 Raw, Raw & Fresh, and Proudi, read this article below:

The Raw Truth: Australia’s Raw Feeding Industry Talks Safety, Transparency, and Innovation

written by Caroline Zambrano Pet Journalist, July 2025, edited by Australian Dog Lover (all rights reserved).

About our writer

Caroline Zambrano is a Sydney-based pet writer and public relations professional specialising in the Australian pet industry with 22 plus years of pet journalism experience. 

Her qualifications include a Bachelor of Arts in Journalism and a Master of Arts in Journalism and Mass Communications in the United States. 

You can contact Caroline at www.petjourno.com.au and follow her Instagram @petjourno

The Raw Truth: Australia’s Raw Feeding Industry Talks Safety, Transparency, and Innovation

In this in-depth Q&A, we asked Australian leaders in raw pet food what sets their brands apart, the trends they’re seeing, how they’re addressing common myths and concerns around raw feeding, and the key challenges shaping its future, from transparency and safety to innovation and education.

Q&A with Chris Essex, Founder,  Big Dog Pet Foods

1. What does your company offer, and what sets you apart from other raw food brands?

At Big Dog Pet Foods, we’ve been leaders in raw feeding for 25 years, offering complete and balanced BARF diets that are formulated with a whole-body health approach. 

Our meals are made using high-quality, ingredients from the human supply chain, including fresh muscle meat, nutrient-rich offal, ground bone, seasonal fruits and vegetables and functional superfoods - everything your dog and cat needs to thrive, naturally.

What sets us apart is our commitment to quality, safety, and transparency. We manufacture our food in our own facility in Brisbane, giving us full control over every step, from sourcing to production and packaging. We also follow strict food safety protocols, including HACCP certification and regular testing, so pet owners can feel confident with every meal.

Our recipes are developed with the input of veterinarians, animal nutritionists and food scientists, and tailored to suit a range of dogs and cats, from puppies and kittens, seniors and those with allergies or sensitivities.

But above all, our philosophy is simple: “Feed Them as Family.” Because to us - and our customers - dogs are family. 

That’s why we make food that’s not only biologically appropriate but made with the same care and quality you’d expect for your loved ones. We’re here to make raw feeding easy, accessible and genuinely beneficial, for the health of your dog and cat and the peace of mind of every pet parent.

2. What trends are you seeing in raw feeding in Australia right now?

Raw feeding continues to grow in popularity as more pet parents seek out natural, whole food-based diets that align with their dog’s and cat’s ancestral needs. We’ve seen a particularly strong increase in the adoption of the BARF approach, likely due to its emphasis on balance, combining raw meat, bones, organs and plant ingredients like fruits and vegetables for complete nutrition.

Commercial BARF diets are gaining traction as a convenient, consistent and nutritionally balanced alternative to DIY raw feeding. While there is still a passionate community of DIY feeders and some interest in PMR, many pet owners are leaning toward ready-made BARF options for peace of mind and ease of use, especially as awareness grows around the importance of nutritional completeness and food safety.

Overall, the trend is moving toward informed, flexible feeding, whether that’s a fully raw diet or incorporating raw alongside other feeding styles. We’re excited to see a more educated and curious raw feeding community emerging.

3. Why are more Australian pet owners choosing to feed raw?

A growing number of Australian pet owners are turning to raw feeding for a combination of reasons, many of which are both emotional and practical. At the heart of it is a desire to give their pets the very best: whole, unprocessed foods that support long-term health and wellbeing.

Health is a major driver. Many pet parents are seeking solutions to skin conditions, digestive issues, allergies or low energy, and raw diets are often seen as a more natural, species-appropriate way to nourish dogs and support optimal health from the inside out. Improvements in coat condition, stools and overall vitality are commonly reported, which helps reinforce continued use.

There’s also growing awareness and education around pet nutrition.

With more accessible information – through vets, holistic practitioners, social media and raw feeding communities – people are learning to question what’s actually in processed pet food and are empowered to make more informed choices.

Ethical and emotional factors play a role, too. Many owners feel better feeding a diet that’s closer to nature and free from artificial additives. There’s a sense of pride in feeding pets real food, and a strong emotional reward in seeing visible improvements in their health and happiness. 

Many customers also see it as an investment in their dog’s wellbeing, saving on vet bills in the long run. 

And with a broader range of raw feeding products now on the market, there are more affordable, accessible options than ever before.

4. What are some of the biggest myths or misconceptions about raw feeding?

One of the biggest misconceptions is that raw feeding has to be all or nothing – that unless you commit to a perfectly balanced, 100% raw diet, it’s not worth doing. In reality, any step toward feeding more fresh, whole foods can have benefits, even if it's just incorporating raw elements alongside other feeding styles.

Another common myth is that raw feeding is dangerous or too difficult. While food safety and nutritional balance are important, choosing a reputable commercial raw brand, like ours, takes the guesswork out. Our diets are formulated to meet nutritional standards, and we follow strict food safety protocols, to ensure our products are both safe and effective.

Some also worry that raw diets are too expensive or time-consuming. DIY raw feeding can be challenging, but pre-made raw meals offer convenience without compromise.

Plus, many pet owners report fewer vet visits and health issues over time, so they see it as an investment in their dog’s long-term wellbeing.

To a vet or pet owner who’s cautious, we’d say: it’s completely valid to ask questions and want evidence. We encourage open conversation and are always happy to share the research, science, and real-life outcomes behind what we do. 

We believe raw feeding isn’t a trend; it’s a return to how dogs are meant to eat.

With the right education and support, it can be done safely and successfully.

5. How do you address common concerns pet owners might have, such as hygiene, nutritional balance or maybe vet pushback?

We understand that feeding raw can feel like a big step and even be intimidating at first, especially with concerns around hygiene, nutritional completeness, or mixed messages from the vet industry. That’s why education, transparency and professional support are at the heart of what we do.

At Big Dog Pet Foods, our diets are formulated with the input of veterinarians, animal nutritionists and food scientists to ensure every meal is complete, balanced, and biologically appropriate.

When it comes to food safety, we go above and beyond. All of our food is manufactured in our own HACCP-certified facility in Brisbane under strict hygiene and safety protocols. 

We know how important it is for pet parents to feel confident in what they’re feeding, so we’re transparent about our processes with detailed information available on our website and regular behind-the-scenes content shared on our social channels.

Interestingly, raw feeding often faces a level of scrutiny that’s rarely applied to ultra-processed pet foods, despite the growing concerns around additives, low-quality ingredients, and long-term health outcomes in many of those diets. Raw feeding simply mirrors how dogs have evolved to eat: fresh, unprocessed whole foods, rich in natural nutrients. 

It’s not a fad, it’s going back to what makes biological sense.

We also understand that not all vets are on board with raw feeding – yet. But that’s changing. We’re proud to work with a growing number of progressive vets and raw-friendly professionals who see the health improvements first-hand. And we’ve built a strong, supportive community of pet parents who are passionate about doing what’s best for their dogs and love sharing their own raw feeding journeys.

6. What does innovation mean in the raw feeding space today?

In raw feeding, innovation doesn’t mean reinventing the wheel – it means finding smarter, safer and more accessible ways to feed dogs and cats the way nature intended. That includes developing recipes that are tailored to different needs, such as allergy-friendly options and functional health support.

We also see innovation in how we support and educate our customers. Whether it's through transparent content on social media, expert advice on our website, or community engagement, we’re always evolving to make raw feeding easier to understand and adopt – especially for first-time feeders.

7. What do you think the future holds for raw feeding in Australia?

We believe the future of raw feeding in Australia is bright. More and more pet parents are asking, “What’s really in my pet’s bowl?” and that curiosity is driving a shift toward fresher, more natural options like raw.

As awareness grows, so will expectations around transparency, quality and food safety. 

We welcome that. In fact, we see stronger regulation as a positive step for the industry – it helps protect pets and gives consumers confidence in the choices they’re making. At Big Dog Pet Foods, we’ve always held ourselves to high internal standards, so we’re ready for that next level of accountability.

And while raw feeding has sometimes faced hesitation in the vet space, we’re seeing real momentum there, too. More vets are exploring fresh feeding and open to raw as part of a balanced approach, especially when they see the results in their patients. We work closely with a growing number of raw-friendly vets and nutritionists who are helping to bridge that gap with education and evidence.

8. Do you see meaningful change in how the raw pet food industry is approaching pet nutrition overall? Particularly as more companies enter the space and consumer expectations continue to evolve.

It’s exciting to see raw feeding become more mainstream. It means pet owners are thinking more critically about nutrition and demanding better for their dogs. And as the category grows, we are seeing progress: more brands embracing whole food principles, conversations around gut health and functional nutrition becoming more common, and greater transparency overall.

With growth comes responsibility and not all raw is created equal. As more companies enter the space, it’s essential that nutritional integrity doesn’t get lost in the rush to meet demand. 

Complete and balanced formulations, quality ingredient sourcing, and safe manufacturing practices still vary widely across the industry. 

There’s still work to be done to ensure that every raw product on the shelf delivers on the promise of health and safety.

At Big Dog, we’ve always believed that raw feeding should be grounded in science and driven by care. That means ongoing innovation, working closely with vets and nutritionists, and staying committed to high standards even as trends shift. Consumer expectations are rising and rightly so. Pet parents want to know what’s in the bowl, how it was made, and how it supports their dog’s health long term. We’re here for that level of accountability.

Q&A with Kate Opitz, Founder of The Saltiest Dog

With more than 15 years’ experience in the pet industry, Kate Opitz began her career as a vet nurse before launching The Saltiest Dog in 2018 in Alice Springs, NT, where she operated at the local weekly market and had a shopfront within a doggy day care and boarding facility. 

A year later, Kate returned to Melbourne to start a family and relaunched the business during the COVID-19 lockdowns.

1. What does your company offer, and what sets you apart from other raw food brands?

At The Saltiest Dog we make fresh feeding easy and accessible with ready-made raw meals plus everything you need to DIY your dog’s diet! 

We don’t use cheap fillers or preservatives and have a range of 10 different “Ready to Raw” meals that keep things interesting and varied for your pets.

We create every meal by hand with the individual ingredients retaining their texture, which dogs absolutely love.

What sets us apart is our transparency, quality and the fact that we are real pet parents ourselves that just want the best for you and your pets in the same way we do for our own.

We produce our meals in a licensed facility, and guide, educate and are there for our customers every step of the way.

2. What trends are you seeing in raw feeding in Australia right now? 

I would say raw feeding has been on a steady increase in recent years as consumers look for more variety in how they feed their pets. 

I’ve also noticed a trend towards hybrid feeding, as many savvy pet parents realise that there is more to feeding our pets than just kibble, and integrating some “fresh feeding” practices into their pets diet is an easy way to gain some of the benefits of fresh feeding without the fear of “not doing it right” that many have when attempting to DIY.

3. Why are more Australian pet owners choosing to feed raw?

We're seeing a clear shift among Australian pet owners toward more intentional, health-conscious choices for their pets - and raw feeding fits right into that mindset.

For many it starts with health, pet parents are noticing real, visible changes when they switch to raw - shinier coats, better digestion, cleaner teeth and improvements in allergies. When you can SEE your dog thriving after switching to raw it really reinforces the choice they’re making for their pets. I have many customer get in contact with me to say just how noticeable a difference they see in their dog on a fresh food diet.

There’s also a strong emotional driver; dogs are no longer just hanging out in the backyard all day in their kennel. They are much loved family members that live in our house with us (and often sleep in our beds!) so they are treated with the same amount of love and respect as peoples human children, and this includes being very aware of the kind of food they are fed.

There’s this growing mindset of: “If processed food isn’t good for me, why would that be any different for my dog?”

Ethics and transparency also play a role. Many customers are seeking food that’s free from synthetics, preservatives and factory-style processing. Fresh feeding gives people more confidence in what their pet is consuming. I think many have lost trust in kibble manufacturers due to the lack of transparency in their ingredients lists and the way in which their packaging and marketing can be borderline deceitful.

So really it's a mix of health results, emotional connection and a growing desire for natural, transparent nutrition. Fresh feeding helps people feel like they’re doing right by their dog, because by giving them fresh food, they are!

4. What are some of the biggest myths or misconceptions about raw feeding?

I think for pet parents the biggest fear is surrounding “balance” and that raw feeding is unsafe. I like to explain to people that in the same way that we don’t necessarily sit down to a meal knowing it has the exact amount of everything we need that day in it, that dogs also don’t need to have every meal perfectly balanced.

Balance can be achieved over time in the same way that we aim to eat a variety of food, you can easily achieve a balanced diet for your dog by offering a variety of the right foods in the right amounts. It’s not as hard as its made out to be. And for those that find that daunting there are plenty of premade options available, so you don’t have to worry about a thing!

As far as being “unsafe” goes, if you handle your pet’s food in the same way you would handle raw meat when preparing food for yourself in the kitchen, the risk is barely worth mentioning. With proper food handling it’s no riskier than chopping up some chicken for your dinner.

Dogs are equipped to be able to digest raw meat and bone and have much stronger guts than we do in that regard also.

Luckily many vets are becoming more open to the benefits of fresh feeding as they are fast realising they will be left behind if they don’t educate themselves and get with the times!

5. How do you address common concerns pet owners might have, such as hygiene, nutritional balance or maybe vet pushback?

Those three things can be huge barriers for people that may be interested in feeding fresh, but I think education is key. 

Do some research and educate yourself on the things that worry you the most, and you’ll find they can all be easily mitigated!

For hygiene it’s all about temperature control and handling meat safely. Keep it frozen, defrost safely, use clean bowls, wash your hands. 

It’s nothing new for most people and the same practices we utilise for ourselves when preparing and consuming food. So really not that scary!

For nutritional balance, if it feels too difficult to achieve yourself, there are so many options available to pet parents, so they don’t need to worry. 

Engage a canine nutritionist to help or feed balanced pre-mades for the most part.

And when it comes to vet pushback, we always encourage respectful, open conversations. If your vet is truly completely averse to even discussing the way you wish to feed your pet- then it might be time to find another (more open minded) vet!

6. What does innovation mean in the raw feeding space today?

For me innovation means finding ways to utilise what would usually be wasted from the “for human consumption” line and using that “waste” to feed our pets. 

It’s not that our pets just “can” eat this “waste”, they should, because it’s actually really good for them (bones, offal, offcuts etc)!

It also means making fresh feeding more accessible for all pet parents in a safe and sustainable way.

7. What do you think the future holds for raw feeding in Australia?

As the sector grows there will be more regulatory shifts, and I think that should be embraced as why wouldn’t we want to be ensuring safety across the board when it comes to the food our pets are eating? The more regulation the better!

The shift in veterinary attitudes has been happening slowly but is now gaining momentum to the point where even brands like Royal Canin have released a fresh food option. We are getting closer and closer to completely eradicating the idea that “dog food equals kibble” and kibble equals dog food and that makes me SO happy!

Australian pet owners are increasingly prioritising health, transparency and ethical considerations in their purchasing decisions. 

This trend is driving demand for premium, locally sourced and natural pet food options. 

Brands that offer ingredient transparency and ethical production practices are likely to resonate more with this ever increasingly discerning customer base- and I’m here for it!

8. Do you see meaningful change in how the raw pet food industry is approaching pet nutrition overall? Particularly as more companies enter the space and consumer expectations continue to evolve.

For sure, there is meaningful change happening. More pet food brands are stepping up with better sourcing, transparency and formulations grounded in nutritional science because consumers are demanding this. We're seeing a shift away from just “raw = better” messaging, toward more thoughtful conversations about balance, variety and quality, which is a good thing.

But there’s still a long way to go.

As the category grows without regulation, it's easy for brands to cut corners or market misleading claims. That’s why transparency and education are more important than ever. Customers deserve to know exactly what they’re feeding their pets, and why it matters.

There’s also room for more collaboration with canine nutritionists, vets and animal health professionals. 

The more we bridge the gap between fresh feeding advocates and the veterinary world, the better outcomes we’ll see for pets overall. We all need to be on the same team because we all want the same thing – healthy, happy pets that live their longest possible best lives right beside us where they belong.

Q&A with Di Scott, Founder, Frontier Pets

1. What does your company offer, and what sets you apart from other raw food brands?

Frontier Pets makes raw feeding easy and, if there are concerns about bacteria, we make it safe. We freeze-dry. And what that means is that we put the raw food in a very clever (very expensive) machine that extracts the water out of the raw food, leaving a dry product that contains very little water and practically no ‘water activity’.

Water activity is the key here. Our water activity is less than a quarter percent … bacteria cannot live in it. 

That’s why we don’t need preservatives. Our food literally does not go off if kept in our sealable packaging. And when we say we extract the water, that’s all that’s taken out. The calories and nutrition remain completely intact.

If you’re a vegan or simply don’t like handling meat or (yuk) organ meats, then Frontier also has you covered. The product is dry when you get it. You simply add water to the dry ingredients to reconstitute it to the original raw form. No handling and no yukky stuff to look at. 

If you want to feed raw and don’t like handling raw food, Frontier Pets is the answer for you.

2. What trends are you seeing in raw feeding in Australia right now?

Raw feeding is still the choice for many Australians, with 3-4% of Australians feeding home-made. The challenge with home-made, of course, is that pet owners don’t necessarily know what percentage of what ingredients they should feed their pets. This is particularly challenging if their pet has any health issues.

There’s also so much information about raw feeding and some of it is conflicting. Add to this the complicated recipes containing dozens of ingredients, and you can get some very frustrated pet parents.

BARF is definitely the buzz word in raw feeding but even that is not being followed closely. The original definition of the B in BARF stands for Bones. Some people say, “Biologically Appropriate” but Bones is the key and people are still very nervous about feeding bones. 

In a perfect world, our pets diets should include around 50% raw meaty bones.

Yeah, really.

3. Why are more Australian pet owners choosing to feed raw?

There are many reasons why a pet parent chooses to feed raw. They’ve read it’s better, they prefer hand-made and the control it gives them, they want a cheaper option to premium pre-prepared or they have a pet with health conditions that they feel will do better on a raw diet.

The bottom line is that pets should be eating raw. It is the most biologically appropriate diet. You don’t see our dogs and cats wandering around with BBQs to cook their dinner! And hey, just watch our pets salivate when you prepare a raw meal for them! If you need any other proof…

4. What are some of the biggest myths or misconceptions about raw feeding?

Ah, this is a good one and has been exacerbated by vets. Pet owners and lots of vets feel that raw feeding is unsafe and it contains bacteria that will harm the pet.

Spoiler alert: Our pets, dogs in particular, bury their food, they rub it in the dirt and can leave it for ages before eating. They are scavengers. They will eat just about anything!

If you use raw meat that has been bought from the supermarket or butcher and not left out on the table for three days, then you’re as safe as houses. 

I would dare to say that raw food is a lot safer than some of the heavily processed pre-prepared food around.

5. How do you address common concerns pet owners might have, such as hygiene, nutritional balance or maybe vet pushback?

Vets are concerned that raw isn’t safe. But let me put my competitive cards on the table. Vets are taught nutrition by the big pet food companies. So, they are getting skewed opinions. How better to sell your product than to tell vets that the alternative is not safe? Hmmm.

So, be assured that Frontier Pets food is completely safe. So is hand-made raw. If you choose human-grade ingredients from your supermarket or butcher, then it’s 100% safe. It has to be or humans would be getting sick all over the place.

When the water is extracted from our raw food, the nutritional content and calories remain completely intact. And because Frontier Pets only use free-range and organic product, our nutritional content is “off-the-charts” amazing. Seriously.

6. What does innovation mean in the raw feeding space today?

To be honest I don’t think it means much to be innovative in raw. You can’t innovate a raw material. Perhaps we could say that freeze-drying is the new way to eat raw. But it’s been around a while, so we can’t say that we’re ground-breaking, really.

I think perhaps the best answer to this is to say that people are looking into the reality of raw more now than ever before. The pet owners are innovating in that they are making better choices for their pets and that’s got to be a step in the right direction.

7. What do you think the future holds for raw feeding in Australia?

I think this sector will continue to grow as pet owners become more wary of the alternative. They are being green-washed by so many pet food producers and they’re starting to do some serious research. They’re not so easily fooled by some outrageous claims.

I do see greater regulation, or should I say HAVE SOME REGULATION. We are unregulated and that’s ridiculous. 

Pet food manufacturers can say and do whatever they like. 

This has to change. It’s just changed in South Australia, and I believe that this will filter through to the rest of the country.

There are an increasing number of holistic or integrative vets around now, which shows that they are expanding their knowledge and not just taking the word of the big pet food manufacturers. I do see this increasing.

Well, they have to really; the consumer is demanding change and at the end of the day, it’s the consumers who are paying the price – literally. Consumers have the power to change the world and the world is better off as a result.

8. Do you see meaningful change in how the raw pet food industry is approaching pet nutrition overall? Particularly as more companies enter the space and consumer expectations continue to evolve.

I think the meaningful change will come for ALL pet foods. The key in Australia is to regulate the industry. That will ensure that all foods are compliant to a certain standard. Raw food will definitely fit into this change.

This of course applies to bought raw food, not food that is made at home by the pet parent. They will decide what they want to include and, of course, that cannot be regulated.

Frontier Pets already meets the standards met by Australian Standards and AAFCO. We choose to do this. In SA, it has become legal that pet manufacturers meet with the Australian Standards. This will filter nationally soon, I think.

Q&A with Adam Guest, Founder, Raw & Fresh

1. What does your company offer, and what sets you apart from other raw food brands?

✔️ We make fresh to order: We pioneered a production process for years that fast-tracks fresh produce from raw ingredients to delivery time. The time to delivery for our fresh meals is measured in days, not weeks.

✔️ High quality ingredients: We use only Australian, human grade ingredients and spare no expense in sourcing high-quality cuts. In many cases, our suppliers are the same sources that restaurants and farmers markets use.

✔️ High production standards: Our production kitchen is HACCP-certified, which means it holds the highest standards for quality control and hygiene. We run constant temperature checks, lab-test for pathogens and run measurements for our cold-chain couriers to ensure the products stay fresh and safe all the way to the doorstep.

✔️ Affordability: Raw & Fresh is privately owned and efficiently run, meaning we don’t answer to investors or equity partners seeking to increase margins and dilute quality in favour of profits. We’re proud of our pricing and do our best to stay affordable. When supply costs go up, we focus on efficiency gains foremost, rather than passing costs on to customers as soon as things get tight.

✔️ Actually natural: We believe we’re close to the only brand who doesn’t use synthetic vitamins or compounds to achieve our nutritional balance and standard. Typically, ingredients are chosen for manufacturing simplicity and cost, with powders used to pad the numbers. Our recipes have been painstakingly formulated to derive their nutritional value only from natural sources.

✔️ Customer-first: We have direct relationships with our customers and their pets. Our support team has response times of less than an hour average, with real care given to every pet. We love helping customers choose diets and have many elderly customers who we give old-fashioned service by phone. Everyone who deals with us knows they can speak to someone with a genuine interest in their experience.

2. What trends are you seeing in raw feeding in Australia right now?

We’re definitely seeing even more momentum building behind raw feeding in recent times. Raw is still seen as the gold standard for freshness when it comes to feeding pets, since a raw recipe is known to have less processing intervention for the ingredients during production.

Treating pet diets more like human ones philosophically is becoming mainstream. 

While their digestive needs are certainly different to humans, the basic tenets of “fresh is best” is something that applies to all of us.

People are far more discerning about the supply chain and ingredients list in pet food as well. They are focused on a simple, shorter list of recognisable ingredients that make biological sense. Wading through obscure lists of unrecognisable ingredients causes concern for people, which increasingly steers them towards ingredients they know and understand.

We’re seeing a shift towards nutritionally complete and balanced foods, rather than DIY solutions, mainly due to time constraints and trust. Having a known product that’s well-endorsed is important and removes a lot of guesswork and deficiency risks.

3. Why are more Australian pet owners choosing to feed raw?

People increasingly see pets as family members, rather than property, so they try to make healthier dietary decisions for them. This elevation of pets in the minds of people means they make similar considerations for their health and longevity as they do for themselves.

When health professionals recommend fresher, whole-food diets to humans, it makes sense that similar diets would benefit pets, so people are steering away from inert, highly processed foods as a result. This also influences how people view recommendations they receive from their vets. Common sense steers people towards fresher products.

People are seeing commercial, processed foods as profit-driven, rather than being focused on health outcomes. 

The natural reaction is to look for fresher alternatives. People want to have shared experiences with their pets. If humans wouldn’t eat the same dry biscuits for every meal, years on end, they don’t subject their pets to that diet either.

4. What are some of the biggest myths or misconceptions about raw feeding?

The myth that raw food has a high risk of pathogens and bacteria. For all foods, this entirely depends on the production process used, storage methods and care taken in handling. For fresh foods in general, greater care is definitely needed in manufacturing, storing and handling fresh food.

Raw & Fresh Meals delivered to the door!
Credit: @cavoodle.sisters

This comes in the form of simple methods, like strict manufacturing protocols, transport and cold storage, followed by personal hygiene in the kitchen. 

You can’t keep a tub of raw food in a warm pantry; nor should you keep your own fresh produce there either. That’s why we have refrigerators and why we clean dishes and utensils after use.

The misconception that raw food has incomplete nutritional profile or balance. This can certainly be the case for DIY diets, or if you feed exclusively plain raw mince to pets. Many high-quality fresh food providers these days will follow specific nutritional guidelines, like AAFCO, to make sure their diets are complete and balanced.

That it’s fiddly or time consuming: Since historically, raw feeders have been DIY enthusiasts, people have viewed raw feeding as a niche for people with too much time on their hands. With many prepackaged options available for dogs of all sizes, the convenience has dramatically improved to be equivalent to commercial mass-market products.

Advice we would give: Look for a business that uses human-grade ingredients and is certified at their production kitchen by an accreditation authority like HACCP. Look for nutritional standards like AAFCO and ask the business how they achieve their standards. Encourage proper food handling and quite simply, keep it fresh. Supply chain and delivery are also important. A fast, made to order process is best, with end to end refrigerated delivery.

5. How do you address common concerns pet owners might have, such as hygiene, nutritional balance or maybe vet pushback?

Many pet foods use cheap offcuts, by-products and fillers to improve profitability. Look for facility certifications like HACCP and see if the business is transparent about their safety standards.

Regular pathogen testing is important for every serious manufacturer. Ask them if they perform pathogen tests on their ingredients.

Following basic hygiene practices is quite simple and treating raw pet food the same way you would treat your own kitchen prep is all that’s needed. 

Wash your hands, use clean utensils and bowls. Clean the bowls after use. 

We’re taught these things from a young age, it’s simply that we never considered them important for pets. Now we do.

Look for food that follows an established nutritional standard, like AAFCO or FEDIAF. This is the most basic step to ensure some care has been taken to formulate the recipe.

It’s also worth checking the process followed to achieve that standard. Some of them have a very low bar, like “feeding a few dogs for a few months and nothing went wrong”. You should check that the actual nutritional profile was met during standards testing and that includes per-ingredient micronutrient analysis.

Vet pushback is becoming much less common as more people are seeking raw feeding options. 

Compared to even two years ago, the number of vets who are warning people against raw feeding is dramatically lower.

If confronted with a vet who pushes back against raw, the best advice we give is to ask the vet to logically state their reasons. If you can comfortably respond to these concerns, then the pushback isn’t there anymore. These reasons are usually based on the worst, most careless examples, not high-quality raw diets fed by discerning pet parents.

If the language being used steers into the realm of fearmongering, when the only alternative being offered is an affiliated product, we find that people become sceptical and switch vets before they switch diets.

6. What does innovation mean in the raw feeding space today?

Having established expectations of nutritional, safety and service standards has been pioneered by key players in the raw feeding space. It was previously a fringe practice with an amateur stigma. That has changed significantly with professional manufacturing teams being built around the production process.

We now have long-term health benefits on record with established studies in the space that aren’t just sponsored by corporations. Businesses are taking customer success into their own hands by following the health journeys of their pets and providing continued support for years.

Raw diets are now being formulated with health requirements and allergen exclusions in mind. 

We now have novel proteins, lower and higher fat recipes, or recipes that are free of certain known inflammatory ingredients. 

Supplements and treats are also being made with natural ingredients and processes, rather than from chemical cocktails.

With more and more brands aiming for a direct-to-consumer experience, the ability to communicate and support customers one on one has become an expectation. No longer are you buying a product from a shelf that has limited staff knowledge or post-purchase support. You’re buying into a richer experience that the brand is invested in, beyond the initial purchase.

7. What do you think the future holds for raw feeding in Australia?

We’re already seeing a major shift in vet attitudes towards raw feeding, which we expect to continue. In the end, vets want the best for pets, so they’re happy with anything that helps pets achieve good health outcomes safely.

Regulation is slow in coming, but we welcome tighter controls over pet food ingredients and production processes. Having strong standards will force better safety initiatives and improve the industry as a whole.

We see raw feeding becoming more convenient and widely understood with time, rather than seen as a niche or luxury only reserved for enthusiasts.

8. Do you see meaningful change in how the raw pet food industry is approaching pet nutrition overall? Particularly as more companies enter the space and consumer expectations continue to evolve.

Our hope is that raw feeding remains a passion project for most brands, where they prioritise quality over profit. We already have plenty of players in the low-quality mass market space. Raw feeding should maintain this standard, rather than become a fad or become diluted with opportunists.

We feel consumers are becoming more wise to marketing fluff and negative fearmongering against competing products. There’s room for variety in the industry and consumers are becoming better-educated about the right choice for them.

An important shift will also be that pet owners want a more direct connection with the brands they keep in their household. Being able to reach out directly to the product team themselves, rather than a disinterested intermediary will be key. 

Whether it’s to address concerns or seek advice, ongoing support is critical for the longevity of pets.

Q&A with Joe Reinhardt, Founder and Director, CDK9 Raw

Founded in 2017, CDK9 Raw was born from a personal mission to give pets better nutrition, starting with Joe Reinhardt’s own dog, Kudo, whose health transformed on a raw diet. 

That personal motivation still shapes how the business operates today.

What does CDK9 mean?

CD = Cognitive Dissonance and K9 = Dog, Pup, Fur Baby, Man’s Best Friend, Companion, Not a Cat.

Cognitive Dissonance describes the discomfort experienced when an individual holds two or more contradictory beliefs at the same time. We’re here to challenge the beliefs around pet food that have been perpetuated for decades by big pet food companies. 

We’re here to strive towards happier, healthier dogs by educating and changing attitudes about what our dogs really need in their food, and build a community along the way.

1. What does your company offer, and what sets you apart from other raw food brands?

CDK9 Raw offers premium raw dog and cat food, formulated using a combination of ancestral dietary models and modern veterinary nutrition. We use 100% Australian ingredients, no fillers and no preservatives; just biologically appropriate, nutrient-dense food that pets love.

What sets us apart is our unwavering commitment to transparency and quality. 

Our products are cold-stored, tracked from production to delivery and tailored for both convenience and confidence. I started the company after raw feeding saved my own dog’s health, and that personal story and dedication still drive everything we do.

2. What trends are you seeing in raw feeding in Australia right now?

We’re seeing a strong shift toward commercially prepared raw food, especially among time-poor but health-conscious pet owners. 

Ripley's Bowl: Beef Essentials Mix loaded 
with extra superfoods!

While DIY raw feeding still has a place, especially among seasoned feeders, the demand for nutritionally balanced, pre-prepared options has grown rapidly.

In terms of feeding styles, many customers are blending PMR principles with BARF elements, focusing on whole food nutrition but leaning on scientific formulation for balance. 

There’s also a noticeable uptick in interest from first-time feeders looking for guidance, simplicity and trust in a brand that prioritises both transparency and results.

3. Why are more Australian pet owners choosing to feed raw?

It’s a combination of all three. Health is the most immediate motivator with many customers coming to us after facing persistent issues, like skin allergies, gut problems or picky eating. Once they see their pet thriving on raw, it becomes an emotional decision to stay.

There's also a growing ethical awareness: people are questioning what goes into ultra-processed pet foods and they want to feed something that aligns with their values and understanding of species-appropriate nutrition. 

More Australians are recognising that dogs and cats are biologically designed to eat real, unprocessed food and raw feeding honours that.

4. What are some of the biggest myths or misconceptions about raw feeding?

One of the most common myths is that raw feeding is inherently unsafe or nutritionally unbalanced. The truth is, when raw diets are formulated with care and backed by sound nutritional science, they are not only safe but they’re also transformative.

To cautious vets or pet owners, we say: look at the results. 

Time and again we see improved skin, shinier coats, smaller stools, better dental health and reduced vet visits. 

We also work hard to demystify raw through education and transparency, sharing full ingredient lists, nutrient breakdowns and safe food handling protocols.

5. How do you address common concerns pet owners might have, such as hygiene, nutritional balance or vet pushback?

We make it easy for pet owners to feed raw with confidence. All of our meals are produced under strict hygiene protocols, stored at temperature-controlled facilities, and delivered frozen or fresh with full cold-chain tracking. 

Each mix is formulated for balance, and we’re transparent about every ingredient.

For those navigating vet pushback, we focus on respectful education, inviting open conversations and offering scientific references where needed. We're not here to replace vets, but to work alongside them by giving pets access to whole, nutritious food.

6. What does innovation mean in the raw feeding space today?

Nala is loving her CDK9 Raw Digestion
Support Mix in a dried beef trachea! 

Innovation in raw feeding isn’t about complicating things; it’s about making natural feeding easier, safer and more accessible. 

For us, that includes developing better packaging and logistics to maintain product integrity, using data to improve meal planning, and expanding into targeted nutritional support (e.g. mobility, digestion, proactive health). It also means bridging the gap between traditional feeding and modern lifestyles, offering flexible ordering, educational content and community support that empowers pet owners on their raw journey.

7. What do you think the future holds for raw feeding in Australia?

The raw feeding movement is only just beginning in Australia. We expect to see greater regulation, which we welcome, provided it’s built on sound nutritional science and food safety, not on outdated biases. Consumers are demanding transparency and quality, and raw brands will need to rise to that.

We also believe veterinary attitudes are slowly shifting, especially as more vets see long-term improvements in pets fed a well-balanced raw diet. The future of raw is collaborative, informed and deeply rooted in a desire to give pets the best possible life.

8. Do you see meaningful change in how the raw pet food industry is approaching pet nutrition overall? Particularly as more companies enter the space and consumer expectations continue to evolve.

As the raw pet food industry continues to grow, we are seeing some positive shifts in how companies approach pet nutrition, especially in areas like transparency, quality sourcing and biologically appropriate formulation. However, there are still gaps, particularly when it comes to education, consistency and customer support.

With more players entering the space, there’s a risk of raw feeding becoming overly commercialised, where convenience and marketing take priority over substance and integrity. Larger companies tend to lean into automation and scalability, which is understandable, but it can come at the cost of that individual care and connection customers often seek when choosing a raw diet for their pets.

At CDK9 Raw, we’ve always believed that nutrition and service go hand in hand. While we’ve scaled beyond handwritten notes but still hand-pack orders, we’ve made sure to keep that human touch alive through fast, personalised customer service, tailored delivery setups, and transparency that builds trust. Our customers know there’s a real person behind the brand – someone who’s listening and genuinely cares.

The next big step for the industry is education and accessibility, helping more pet owners understand raw feeding in a way that’s not overwhelming or elitist, while ensuring they have access to safe, properly formulated options they can trust.

Q&A with Victoria Adams, Head of Marketing, Proudi

1. What does your company offer, and what sets you apart from other raw food brands?

Proudi offers pre-made raw patties that are inspired by the PMR philosophy - meaning our recipes focus purely on what carnivores are meant to eat: meat, organs, bone and essential vitamins and minerals to make it complete and balanced. 

We don’t include vegetables, grains or fillers. Just high-quality, biologically appropriate nutrition.

All of our ingredients are 100% human-grade, and uniquely, our food is also made in a human-grade manufacturing facility on the Sunshine Coast. That’s a key differentiator in an industry where “human-grade” often only refers to the ingredients that are used.

What Proudi does to be a human-grade facility? Annual SafeFood and PFIAA audits are conducted by certified Inspectors to ensure Proudi is adhering to all regulations and following HACCP programs, SafeFood program and AS5812:2023.

2. What trends are you seeing in raw feeding in Australia right now?

Raw feeding is definitely gaining traction in Australia, as more pet owners recognise that fresh, biologically appropriate food is how dogs and cats were naturally designed to eat. We’re seeing growing communities of passionate feeders - just look at private Facebook groups like Raw Feeding Australia (16k+ members) and Australian Raw Fed Cats (19k+ members).

In terms of feeding styles, BARF (Biologically Appropriate Raw Food) tends to be more common among commercial brands, largely because it’s more cost-effective to produce due to the inclusion of vegetables, fruits and sometimes grains.

That said, there’s a growing interest in Prey Model Raw (PMR) diets, which more closely replicate a wild prey animal and exclude unnecessary plant matter. PMR tends to appeal to more committed raw feeders seeking a simplified, meat-based approach.

3. Why are more Australian pet owners choosing to feed raw?

Pets are increasingly seen as equal members of the family, and that emotional connection is influencing how people feed them. Many owners are questioning what’s in commercial pet food and wondering why their pets should be eating something so vastly different from what they themselves would find acceptable.

Health is a major driver too. Human-grade ingredients are becoming non-negotiable for many pet parents, who are learning that there’s a big difference between pet-grade and human-grade standards.

• Human Grade:

✔️ Must come from animals inspected and approved for human consumption.

✔️ Processed in facilities licensed for human food production under strict hygiene and safety standards (e.g., HACCP, SafeFood QLD).

✔️ Traceable, with full documentation and compliance to food safety laws.

• Pet Food Grade Meat:

✔️ May come from animals deemed unfit for human consumption but still safe for pets. For instance, may come from animals that are dead, dying, diseased or disabled, or may include parts that humans don’t usually eat.

✔️ Processed in pet food facilities, which may have lower regulatory standards than human food plants.

The key difference is about origin, handling and facility standards – not necessarily about safety, but about compliance with human food regulations. For instance, Proudi uses 100% human-grade ingredients, and our manufacturing facility is also human-grade certified. When you know better, you do better, and raw feeding is becoming a natural extension of a more health-conscious lifestyle.

4. What are some of the biggest myths or misconceptions about raw feeding?

One of the biggest misconceptions is around food safety, particularly the risk of salmonella or harmful bacteria. It’s a valid concern, but one that can be mitigated by choosing a reputable, commercial raw brand over DIY at home.

For example, at Proudi, regular product testing for pathogens is undertaken by a NATA-approved Laboratory, giving pet owners complete peace of mind. Another point that’s often overlooked is that dogs and cats have much stronger and more acidic digestive systems than humans. Their guts are designed to handle raw meat in a way ours simply aren’t.

To vets and sceptical owners, we say raw feeding isn’t a fad; it’s a return to what’s natural. With proper formulation, handling and hygiene, it can absolutely be safe, nutritionally complete and incredibly beneficial.

5. How do you address common concerns pet owners might have, such as hygiene, nutritional balance or maybe vet pushback?

We understand the concerns, and we take them seriously. That’s why every Proudi recipe is not only complete and balanced for dogs and cats, it also exceeds AAFCO, FEDIAF and Australian standards for animal nutrition. When doing DIY raw feeding, there is obviously a risk that the ratios aren’t right, and therefore the meals being made at home are not complete and balanced for pet food nutrition. That’s why buying pre-made raw is best.

We batch test for safety, and we operate in a facility that meets human food manufacturing standards, removing any risk around harmful bacteria etc.

As for veterinary pushback, we’re seeing a shift. Many vets are starting to explore alternatives to heavily processed kibble, and we’re always happy to share the science behind our formulations and the quality control practices we follow. Our doors are open to any vet who wants to tour the Proudi factory, too.

6. What does innovation mean in the raw feeding space today?

Innovation today is about making raw feeding more accessible and convenient without compromising on quality.

That could mean new product formats, more user-friendly packaging, or offering premium products at more accessible price points.

Our goal is to make it easier for everyday families to feed their pets better, and to help raw (particularly Prey Model Raw) become a mainstream option, not a niche one.

7. What do you think the future holds for raw feeding in Australia?

We anticipate a continued shift in both consumer and veterinary attitudes. More vets are beginning to question conventional pet food and ask not just “Is this food keeping pets alive?” but “Is it helping them thrive?”

Consumer demand is evolving rapidly, and pet owners are starting to rethink what’s in their pets’ bowls. Even major players are taking notice, as seen with Colgate-Palmolive’s acquisition of the raw brand Prime100.

As awareness grows, we expect increased regulation, more transparency in labelling, and a growing demand for high-quality, truly natural food. 

Raw feeding is no longer just a trend – we believe it’s the future of pet nutrition.

8. Do you see meaningful change in how the raw pet food industry is approaching pet nutrition overall? Particularly as more companies enter the space and consumer expectations continue to evolve.

There’s been positive progress, however, there’s still room for improvement in the industry. As more pet parents become familiar with raw feeding, they’re asking better questions - about ingredients, sourcing and nutrition. That’s driving a welcome shift toward greater transparency and accountability across brands and the industry. That said, there’s still work to be done.

Not all products on the market are as clear or complete in their labelling and nutritional disclosures as they could be. As consumer expectations continue to evolve, we believe it’s essential that the industry keeps pace - not just with trends, but with integrity. 

Transparency is a core value at Proudi – it guides everything we do, from ingredient sourcing to product formulation, packaging design and comms.

Interviews by Caroline Zambrano Pet Journalist, July 2025, edited by Australian Dog Lover (all rights reserved).

For our main investigation into Australia's Raw Feeding Revolution, read this article:

Raw Feeding for Dogs in Australia: Trends, Top Players and the Evolving Landscape

About our writer

Caroline Zambrano is a Sydney-based pet writer and public relations professional specialising in the Australian pet industry with over 22 years of pet journalism experience. 

Her qualifications include a Bachelor of Arts in Journalism and a Master of Arts in Journalism and Mass Communications in the United States. 

You can contact Caroline at www.petjourno.com.au and follow her Instagram @petjourno