ORIJEN pet food has made significant strides in Australia by establishing a dedicated local team and distribution network. Champion Petfoods, the company behind ORIJEN, has set up operations in Australia, complete with sales personnel, warehousing facilities, and logistics support to enhance accessibility of the brand nationwide.
According to Darren Dempsey, APAC Business Development Director, this move marks a crucial juncture for the ORIJEN brand in Australia. With the backing of Mars and new local capabilities, the focus is on driving long-term growth, making high-quality pet nutrition more widely available, and ensuring visibility across various retail channels frequented by Australian pet owners.
ORIJEN’s pet food recipes are crafted with up to 95% animal ingredients, utilizing WholePrey components like meat, organs, and bone. Emphasizing fresh or raw elements in the first five ingredients, the brand’s approach is rooted in providing nutrition that mimics natural diets of animals in the wild.
The brand’s expansion strategy involves partnerships with independent pet stores and key online retailers such as Pet Circle and Budget, where it has been attracting considerable interest from consumers. To facilitate this growth, Champion Petfoods has rolled out trial promotions for new customers and a business-to-business Shopify portal for retailers, accessible through the Australian ORIJEN website.
Looking ahead, the company is gearing up to introduce its ACANA™ brand in Australia by the end of 2025, broadening the product range for pet owners seeking premium, high-protein pet food options.
As the pet food market in Australia continues to evolve, the ORIJEN brand’s expansion signifies a response to the growing demand for high-quality pet nutrition products. By establishing a local presence and enhancing distribution channels, ORIJEN is strategically positioning itself to cater to the diverse needs of Australian pet owners across the country.
Industry experts view this move as a reflection of the broader trend towards premiumization in the pet food sector, where consumers are increasingly seeking products that prioritize natural, high-quality ingredients for their beloved pets. The emphasis on WholePrey components and fresh, raw ingredients aligns with evolving consumer preferences and underscores ORIJEN’s commitment to providing nutritionally superior options for pets.
With the introduction of ACANA™ on the horizon, Champion Petfoods is poised to further solidify its position in the Australian market, offering a wider range of choices to cater to the discerning preferences of pet owners. This strategic expansion not only benefits the company but also contributes to the overall enrichment of the pet food landscape in Australia.
By staying attuned to industry developments and consumer preferences, ORIJEN and Champion Petfoods are well-positioned to capitalize on the evolving pet food market in Australia, setting a benchmark for quality and innovation in the industry.
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