29 September 2022

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

A long time passed since those days as Emma was a vet assistant, but in 2015, after her fur-nephew experienced huge issues as a result of eating highly processed pet ‘food’, she decided to dig deeper.

Emma had absolutely no idea that pet food was a self-regulated industry. Emma 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, Emma decided to create the change she wanted to see in the pet food industry. She 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. Emma 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, Emma 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. Emma said she is proud to say that FurFresh is a pioneer and is so very grateful to be able to change the health of dogs + cats for good, one bowl at a time.

FurFresh is supported by COG Branding with brand, design, marketing and digital services. COG Branding is an independent brand, marketing and technology agency located in Sydney, Australia. They operate as a technology and small business consultancy and provide typical brand and marketing agency services. The COG Branding group has a key focus to ensure Australian small businesses and brands have the best advice, knowledge and support that increase their rates of survival, growth and performance. COG Branding believe it’s their mandate to continually push hard and assist Australia in becoming more innovative, competitive and prosperous.