About us
Who is Hairy Tales Petfood?
Our Brand Essence
What we do
Hairy Tales Petfood provides 100% natural, premium pet food that
supports the health and happiness of dogs and cats. Our balanced,
protein-rich meals are crafted from the finest ingredients, ensuring
pets receive optimal nutrition.
Our purpose
To revolutionize pet nutrition by offering high-quality, natural pet
food that promotes the well-being and longevity of pets lives.
Our mission
To deliver premium, natural pet food that is nutritionally complete
and balanced, helping pets to thrive and for pet parents to feel
empowered and confident in their purchase of Hairy Tales Petfood.
Our Value Proposition
‘A better life by eating well.’
Made from the highest quality natural ingredients, Hairy Tales
Petfood combines premium raw meat with the right ratios of
essential vitamins and minerals, ensuring your pets enjoy delicious
and nutritious meals that let them live their best life.
Our range of treats and chews are completely natural and
designed as a healthy treat that will boost the dogs energy
for play and activity.
Our Messaging Pillars
Pillar 1: Our Ingredients
•Pure and Natural:
Our proteins are sourced from rural animals that feed on rich,
natural pastoral organics that keeps them fit and healthy. The
meat is mechanically deboned ensuring calcium and other
trace minerals are retained from the bones.
• Healthy and Nutritious:
Pets deserve the same high-quality food as their human
families, so we use only the finest, natural ingredients. Our
recipes are low in fat and free from additives or preservatives.
• Sustainable New Zealand Products:
New Zealand has an international reputation as being a clean,
environmentally-conscious country. To maintain these pristine
environments we constantly look for ways to minimise our
carbon footprint – because that’s where our proteins and
ingredients come from.
• Government Approved
Our products are processed in a state-of-the-art factory
certified by the Ministry of Primary Industries (MPI), ensuring
the strictest hygiene and processing standards are maintained.
Pillar 2: Our Recipes
• Complete and Balanced:
Our recipes, developed with leading veterinarians and
pet nutritionists, ensure pets get the right nutrients in the
right amounts.
• Single Protein Diets:
Our meals are whole prey solutions (a single protein),
enhanced with essential nutrients for a balanced diet.
• Nutritious, Delicious Treats:
Our single-protein treats are not only healthy but also taste
delicious, making them the perfect way to reward and
incentivise your dog.
• Scientifically Proven:
Our recipes have been formulated by a highly qualified Pet
Nutritionist and tested in independent laboratories to exceed
AAFCO pet food standards.
Pillar 3: Customer Engagement
• A key point of difference.
How we engage with our customers
is our unique point of difference - that being that the
messaging is coming from the mouths of our pets.
• Sharing Tales:
Our strategy is to share our pets tales and
experiences with our customers. And we want to encourage
them to share back - their tales, images, videos, tips and advice.
• Customer Engagement:
By maximising our mutual sharing we
aim to optimise the social engagement with our customers and
create emotional connections between them and our brand.
• Grow our Loyalty:
Through direct marketing and social media
channels we aim to foster loyalty to our brand and grow our
extended family of customers.
Brand Values
Our brand values are the guiding principles by which we wish to conduct our petfood business. We wholeheartedly
believe in these values – they are unique to our philosophy – and we stand by them. Our brand values are:
Passionate Pet Lovers
As pet owners and pet lovers ourselves we are dedicated
to providing the best foods for pets – with passion,
commitment, and integrity. Then you, the pet parents,
can rest easy that your furry family member is getting the right
nutrition in the right amounts.
Innovative and Brave
We lead with innovation, bravely challenging traditional routes
and methods to improve pet nutrition, and offer new recipes,
techniques, and alternatives to challenge the status quo.
No Compromise
We are driven to provide state-of-the-art facilities, technology,
processes and ingredients to produce the highest quality
products without making compromises or taking shortcuts.
Trusted Partners
Transparency, reliability, and genuine care define our
relationships with customers and partners.
Environmentally Conscious
We take proactive steps to tread lightly and protect and
preserve New Zealand’s environment from which the
ingredients and animals that make our petfood are
sourced from.
