Fur Fresh

Background

Furfresh is a premium pet food brand crafted in New Zealand, known for its natural ingredients, human-grade nutrition, and functional supplements designed to support pet wellbeing. As China’s younger generations increasingly treat pets as family—especially as Gen Z and millennials delay or opt out of having children—the market for premium pet care is exploding. In 2023, China’s pet food market reached USD 14 billion, with forecasted double-digit growth through 2030.

The opportunity

James Tyler identified a clear opportunity: modern Chinese pet owners were demanding clean-label, high-quality nutrition for their dogs and cats but lacked consistent access to imported, trustworthy brands.

Key steps included:

• Partnering with leading Chinese pet eCommerce platforms to build a direct-to-consumer model for Furfresh
• Shipping fresh product regularly from New Zealand, maintaining quality and nutritional integrity
• Positioning Furfresh at the intersection of pet wellness, convenience, and premium sourcing
• Aligning with a fast-growing segment: younger consumers investing heavily in their pets’ diet and daily care

Outcome

Furfresh is gaining traction in China’s competitive pet category. With James Tyler overseeing supply chain, digital sales strategy, and platform partnerships, the brand has carved out a reputation for quality, consistency, and trust. Its clean positioning and NZ provenance make it a standout in a market hungry for premium pet nutrition, and well-poised for continued growth.