14 | LUXlife Magazine Best Pet Food Brand 2026 – Australia The Prey Model Raw (PMR) approach is a feeding philosophy based on the belief that pets thrive on a diet reflecting what their ancestors would have eaten in the wild. Cats are obligate carnivores and dogs are facultative carnivores, and so PMR mimics the composition of a whole prey animal, feeding them muscle meat, bones, and organs without added grains, fruit, or vegetables. Proudi combines the natural philosophy of PMR with nutritional science to deliver the best of both worlds to pet owners: a biologically appropriate diet that is also complete, balanced, and safe. We heard more from Head of Marketing Victoria Adams, as Proudi is named in the Pet Products and Services Awards 2026. “Proudly Different, Proudly Proudi” The story of Proudi began with a French Bulldog named Fergus and a rescue cat called Muffin. Back in 2015, animal lover Dennis King was desperately searching for high-quality, natural pet food that he could actually feel good about feeding to his precious pets. Instead, he found a niche market dominated by BARF-style brands – consisting predominantly of vegetables, and sometimes grains – and the concept of human-grade pet food was virtually unheard of in the space. So, Dennis decided to create it himself. He partnered with pet nutritionists at the Commonwealth Scientific and Industrial Research Organisation (CSIRO) to develop a formulation built on the Prey Model Raw diet, a completely different philosophy to what was commercially available. This is a straightforward concept: dogs and cats evolved as meateaters, and they thrive when they are fed such a diet. With this concept in mind, Dennis created products containing muscle meat, bones, and organs and no grains, fruits, or vegetables; only the products their bodies are built to digest. More than a decade later, and this founding belief continues to drive everything Proudi does. The company operates with the value proposition of “Super raw nutrition, as nature intended: complete and balanced to global standards, human-grade from start to finish, and transparently honest on pack.” In practice, this proposition means that Proudi proudly champions the qualities that it believes every pet food brand should possess, though few surprisingly do. “It is actually remarkable how many brands do not uphold these standards,” Victoria told us. “For instance, we are one of the only brands that uses human-grade ingredients and also has a human-grade certified factory. Furthermore, other brands might sell a ‘chicken’ product, but when you study the ingredients listing you see that they also include other proteins like salmon” In a competitive market, Proudi stands out for its operational standards. The company’s products are all formulated to meet three international nutritional standards for dogs and cats: The Association of American Feed Control Officials (AAFCO), The Pet Food Industry Association of Australia, and the Fédération Européenne de l’Industrie des Ailments pour Animaux Familiers (FEDIAF), or the European Pet Food Industry Federation. Its ingredients and facilities are held to the same exacting standards as human food, and each protein is clearly listed on product packaging for total transparency. Rather than chasing trends, Proudi maintains a deliberately small product range that allows its team to focus on the quality of its offerings. “We’d rather do a few things exceptionally well and be disruptive than spread ourselves thin trying to keep up with every new development in the category,” Victoria explained. “That said, we do move – just on our own terms.” “We set the standard for what pet food should look like, and we let the rest of the market catch up.” Proudi’s most recently launched Air Proudi range is a fantastic example of this; whilst airdried food is not a new concept, the ways in which Proudi approaches it is. The company took two years to develop its air-dried product, due to its unwillingness to compromise on the qualities that matter: human-grade ingredients, the PMR ethos, and the same nutritional standards as its raw range, with no grain, fillers, glycerin, or rendered meat. Whilst the Proudi team could have pushed this development faster, it strategically chose not to. From its innovative formulations to its refusal to accept anything less than excellent, Proudi has truly earned its place among the key players within the pet food industry. The company has dedicated the last decade to promoting the benefits of the PMR philosophy and has made significant strides in raising standards across the sector. For its commitment to feeding dogs and cats the way that nature intended, we at LUXlife Magazine are proud to recognise Proudi as Australia’s Best Pet Food Brand of 2026. Contact: Victoria Adams Company: Proudi Web Address: www.proudi.com
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