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INDUSTRY SPOTLIGHT: HYPRO PET FOODS
Pioneering pet food
From its humble beginnings as a stock feed company, Hypro Pet Foods has grown into one of Australia’s leading pet food manufacturers.
- Words Thomas Oakley-Newell
FOUNDED IN 1998 by Australian farmers John Camilleri and Garry Jennings, Hypro Pet Foods started as a stock feed company servicing their own farming operations and the rural animal feed industry across the eastern states of Australia.
Over the years, Hypro has evolved into a leading pet food manufacturer, known for its commitment to quality and innovation.
Nestled in the heart of the Hawkesbury Valley in NSW, Hypro is proud of its origins and its service to the local communities, with John Camilleri, Managing Director of Hypro Pet Foods, saying it is these local roots that have allowed their team of experts to responsibly produce and source the nutrient-rich formulas that keep pets happy and healthy.
“We have been trusted and loved by pets and their owners for more than 20 years. We communicate with our customers regularly to understand what types of products they are wanting in the market.
“Since our humble beginnings, we have evolved and diversified our product offer. From feeding working dogs in rural Australia to premium and super premium offers to cater to every pet’s needs.”
We have been trusted and loved by pets and their owners for more than 20 years. We communicate with our customers regularly to understand what types of products they are wanting in the market.
– John Camilleri, Managing Director, Hypro Pet Foods
Camilleri said the company are true pioneers of the pet food industry and are driven by innovation and bound by their commitment to quality, and that their perfect reputation of producing safe, nutritious pet foods continues to be the gold standard.
In 2006, they collaborated with leading pet nutritionists to specially developed dog food formulas for working dogs under the Dogpro brand. These nutrient-dense products quickly gained popularity, becoming one of the best-selling dry dog foods in rural Australia and expanding distribution to more than 1,200 agribusiness retailers nationwide.
“Today, our products have expanded beyond the borders of Australia, reaching customers not only nationwide but also venturing into new territories such as Asia and the Pacific Islands.”
Market differentiation
Hypro stands out from other pet food manufacturers in several ways. As one of the few 100 per cent Australian-made and family-owned pet food companies in Australia, Hypro’s core business is solely focused on pet food production. This exclusive focus allows the company to invest its time, effort, and passion into creating exceptional products.
Camilleri is proud of their wide range of brands, ranging from working dog focused products in rural Australia to super premium products available in speciality shops.
“Great milestones for us include the launch of our first super premium kibble, Pure Life, the first in Australia, mixing kibble and freeze-dried meat, which is currently ranged in Petbarn.”
While Hypro’s core product line comprises dry dog and cat food, the company recently started running its first SKUs on a new wet food line, with the first brands in the pipeline for wet cat food being Pure Life and Hypro Premium.
The innovation doesn’t stop at the production line either, with Hypro recently collaborating with creative agency Percept to create a new corporate image and logo, reflecting their brand vision to inspire a passionate community of pet owners with safe and nutrient-rich products.
Challenges and opportunities
The impact of Covid on the supply chain and staffing brought with it a unique set of challenges, of which Hypro responded swiftly by collaborating closely with raw materials suppliers to ensure the availability of their products on retail shelves.
Another challenge Hypro faced was having to adapt to changing consumer behaviours and the surge in online shopping, which saw the company launch its own e-commerce platform, Paw Pantry.
“The boom in pet ownership, the supply chain challenges, and demand for Australian made products, made us think strategically about how we wanted to distribute our products. With the explosion of online shopping, we worked on our very own e-commerce platform,” explained Camilleri.
In addition to the launch of Paw Pantry, Hypro has set itself the lofty goal of establishing itself as the global leader in the pet food industry, renowned for its commitment to innovation and high-quality products.
To achieve this goal, Hypro recognised that consumers are now placing a greater emphasis on producing products in an eco-friendly way, and Camilleri said Hypro understands the importance of sustainability and environmental stewardship.
“In the coming two years, the company plans to implement eco-friendly practices throughout its operations, minimising its carbon footprint and utilising sustainable sourcing methods. By prioritising the health of both pets and the planet, Hypro aims to set new industry standards and inspire others to follow suit.”
Identifying trends
Looking at the entirety of the pet industry, Camilleri has identified three trends that he believes will shape the 2023 pet food industry.
Firstly, functional and specialised diets tailored to specific health conditions such as weight management, mental health, joint health, allergies, and sensitive digestion are gaining popularity.
“Just like in human nutrition, functional ingredients and specialised diets are gaining popularity in the pet food industry.”
The boom in pet ownership, the supply chain challenges, and demand for Australian made products, made us think strategically about how we wanted to distribute our products.
– John Camilleri, Managing Director, Hypro
Secondly, there is a growing demand for sustainable and ecofriendly pet food options, including packaging made from recycled materials, responsibly sourced ingredients, and waste reduction.
“As consumers become more conscious of the environmental impact of their choices, there is a growing interest in sustainable and eco-friendly pet food options.”
Finally, Camilleri believes advancements in technology are enabling personalised nutrition for pets, with companies developing innovative solutions such as genetic testing and customised meal plans to meet individual pet’s specific nutritional needs.
With a proud history of producing high-quality pet foods for more than two decades, Hypro looks well placed to tackle whatever trends and challenges the coming year brings and will remain committed to innovation, sustainability, and the wellbeing of both pets and their owners.
