Industry trends are showing a growing demand by consumers for greater transparency in their product’s supply chain. Another way to put it, is people are wanting to be better informed when it comes to the farm-to-table process in order to make a more educated purchase.

Vetalogica is one company that has seen this trend coming and has embraced it completely.

Vetalogica came to us because they wanted to show their consumers exactly where their pet’s food is coming from, present themselves and their supply chain as an open book, and highlight the important role their farmers play in producing a top quality product for the consumer. The incredible thing was though, in going about telling this story we found out that Vetalogica was having a far greater impact not just on their consumers but the Australian farmers themselves, which is having a direct and positive impact on their local communities.

It is really awesome to work with a company like Vetalogica that has such a heart and passion for what they do, whether it’s working with their Australian farmers or helping pet owners care for their fury friends.

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I lived in a small rural community all my life. My hometown of Rupanyup is 450 people on a good day. Here we grow up growing legumes, so field peas, chickpeas, lentils, fader beans. They’re also terrific foods, but increasingly consumed in Australia, both in human consumption food and also in animal food. Farmers of my generation have probably witnessed significant decline in rural regional Australia.

It saddens me to see the corresponding decline in the rural communities that supported that. My mission and focus is around turning that around and the period that we’re in now is probably the most exciting period in agriculture I think I’ve seen in 20 years. Now Ag’s (agriculture) back, Ag’s sexy. Consumers want to know where their food is coming from, so that’s provided us with this opportunity to rejuvenate agriculture as an industry, but while doing that also rejuvenate rural and regional communities, where agriculture is really the centre of the economic activity.

Lamb has an iconic place in Australian psychology, if you like, and certainly in rural and regional areas. The lambs; we’re really just trying to build a big bulky, healthy lamb. We grow a French lentil, the Puy Lentil, and you’ll see that on a restaurant in Melbourne. It might be a fresh loin of lamb on a bed of Puy Lentil. So we’re moving from this commodity, this really high end food product. We’re now talking to companies like Vetalogica. They’re making it quite clear that the providence story, if you like, and the quality of their product, the origination of the product, that’s important to them and to their customers as it is to the hommus consumer. Having those conversations with people like Scott and Raymond who own Vetalogica, it starts to broaden our thinking as farmers. And, I think it’s going to put the vitality back into agriculture, which, is going to bring people who are interested in the technology and we can enhance the value of their product. That naturally flows back through the supply chain to us as businesses in rural areas, but also as rural communities. It adds that vitality that I’m looking for. I want this to be a great place to live.