TuMeke Friend

What TuMeke Friend does

TuMeke Friend is a New Zealand-based premium pet nutrition brand operated by BestMates Petfood Co Ltd, manufacturing air-dried, freeze-dried raw, and wet canned foods plus specialty milk replacers for dogs and cats. The product portfolio is built around two proprietary technology assets: the NutraRich® trademarked superfood formula (marine kelp, flaxseed oil, coconut oil, green lip mussel, ovine tripe) embedded across the food and treat lines, and an A2 beta-casein protein milk replacer formulation for puppies and kittens. Manufacturing uses a 48-hour air-drying process that preserves nutrients without heat or preservatives and a cold vacuum freeze-drying process claimed to retain 97% of nutrition. All products are made in New Zealand from free-range, grass-fed livestock sourced principally from Silver Fern Farms.

The company serves health-conscious pet owners seeking natural, grain-free, preservative-free nutrition, with a secondary segment addressing raw-feeding enthusiasts and owners of orphaned or weaning young animals. Customers are reached through a four-channel distribution model: DTC e-commerce (NZ and US websites with multi-language support including Chinese, Korean, and Japanese), physical retail (Animates nationwide in New Zealand plus five named stockists in Shanghai), online marketplaces (20+ named third-party pet retailers across Australia and NZ), and a dedicated USA fulfillment warehouse in Independence, MO. Revenue is generated through one-time product sales via own channels and wholesale to retail partners, with no disclosed subscription tier or pricing transparency. Operating markets span New Zealand, Continental USA, Australia, and China.

The business operates as a privately held company with no disclosed institutional funding, parent company, or management team in the source data. BioGro NZ organic certification covers the dairy line, and Ministry for Primary Industries (MPI) approval covers the pet food risk management programme, providing regulatory credibility across export markets. No revenue, headcount, or financial scale metrics are publicly available.

Name

TuMeke Friend

Legal name

BestMates Petfood Co Ltd

Website

https://tumekefriend.nz

Company type

Private

Founded year

2018

Operating status

Operating

Headcount range

11–50 employees

Short description

TuMeke Friend is a New Zealand-based premium pet food brand operated by BestMates Petfood Co Ltd, producing air-dried, freeze-dried raw, and wet foods plus A2-protein milk replacers for dogs and cats, sold via DTC e-commerce and retail partners across New Zealand, Australia, the USA, and China.

Ownership category

akta.pro rank

Product category

Premium Pet Food

NAICS

Dog and Cat Food Manufacturing (311111), Animal Food Manufacturing (3111), Other Animal Food Manufacturing (311119)

SIC

Food And Kindred Products (2000)

akta.pro primary industry

Freeze-Dried & Dehydrated Pet Food (AFADAFAD)

akta.pro secondary industries

Frozen & Raw Pet Food (incl. freeze-dried) (CRADAFAD), Wet & Canned Pet Food (AFADAFAB), Companion Animal Milk Replacers & Weaning Diets (AFADAFAG), Functional & Veterinary Diet Pet Food (CRADAFAF)

Keywords

• Premium pet food
• Air-dried dog food
• Freeze-dried raw pet food
• Natural pet treats
• Puppy milk replacer

Headquarters

HQ city

Waihi

HQ country

New Zealand

HQ region

Oceania

Offices3 records

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Operations, Infrastructure, Marketing or Sales, Personnel

Revenue model

1. Direct Product Sales: One-time purchase of pet food, treats, and milk replacer products through the company's e-commerce website. Products are sold as complete meals, toppers, or snacks for dogs and cats.
2. Retail Distribution: Products sold through third-party retailers including Animates stores in New Zealand, multiple online pet stores in Australia, and physical pet stores in China. Revenue generated from wholesale to retail partners.

Go-to-market motion3 records

Distribution channels4 records

Marketing channels4 records

Core offering

TuMeke Friend manufactures and sells premium New Zealand-made pet food, treats, and milk replacers for dogs and cats. Its portfolio spans air-dried complete meals, freeze-dried raw meals, wet canned food, air-dried treats and snacks, and A2 beta-casein puppy/kitten milk replacer powders — all built around the proprietary NutraRich® superfood formula and ingredients sourced from free-range, grass-fed New Zealand livestock and sustainably caught South Pacific fish.

Product overview

TuMeke Friend is a New Zealand-based pet food company offering a comprehensive portfolio of premium pet nutrition products for dogs and cats. The product line includes three main food formats: Air-Dried (slow-dried over 48 hours without heat), Freeze-Dried Raw (cold vacuum process retaining 97% nutrition), and Wet Canned foods. All products feature the proprietary NutraRich® superfood formula containing kelp, flaxseed oil, coconut oil, green lip mussels, and ovine tripe. Specialty products include Puppy and Kitten Milk Replacer Powders using A2 beta-casein protein. The treat range spans Air Dried Dog Treats (14 varieties including beef, lamb, venison, and veal cuts), Air Dried Dog Snacks (Gourmet Beef, Lamb & Mackerel), and Air Dried Cat Snacks (Gourmet Venison, Salmon). Products are made from free-range, grass-fed New Zealand livestock and sustainably sourced South Pacific fish.

Differentiator

Problem solved

Functional benefit

Brands

• NutraRich: A specially formulated dietary additive blended by Tu Meke Friend, includes Kelp, Flaxseed Oil, Coconut Oil, Green Lip Mussels and Ovine Tripe

Products and services

• Air-Dried Dog Food Premium air-dried complete meal for dogs featuring the NutraRich® formula, slow-dried over 48 hours without heat to lock in natural nutrients without preservatives. Made from free-range, grass-fed New Zealand livestock.
• Air-Dried Cat Food Premium air-dried complete meal for cats featuring the NutraRich® superfood formula (kelp, flaxseed oil, coconut oil, green lip mussels, ovine tripe). Formulated for feline nutritional needs with high-protein, low-carb profile.
• Freeze-Dried Raw Dog Food Freeze-dried raw food for dogs using a cold vacuum process to extract water while retaining 97% of nutrition, available in Beef/Salmon/Mackerel formula. Includes pre & probiotics for gut health and supports raw-fed diets.
• Freeze-Dried Raw Cat Food Freeze-dried raw food for cats in Venison/Salmon/Chicken and Lamb/Salmon/Mackerel varieties, formulated to meet AAFCO nutritional standards. Cold vacuum freeze-drying retains 97% of nutrition.
• Air-Dried Dog Treats Single-ingredient air-dried dog treats including Beef Oxtail, Beef Paddywack, Beef Jerky, Beef Liver Strips, Venison Paddywack, Venison Chews, Lamb Chews, Lamb Puffs, Veal Neck, Veal Brisket, Veal Ribs, Steer Sticks, Beef Bites, and Ovine Tripe. Sourced from free-range, grass-fed New Zealand livestock.
• Air-Dried Dog Snacks High-protein, low-carb air-dried dog snacks with added green lip mussel in Gourmet Beef and Gourmet Lamb & Mackerel varieties. Suited for use as toppers or training rewards.
• Air-Dried Cat Snacks High-protein, low-carb air-dried cat snacks in Gourmet Venison and Gourmet Salmon varieties, with added green lip mussel to support joint health.
• Gourmet Wet Dog Food Premium wet canned dog food in four varieties: Gourmet Chicken & Vegetable, Gourmet Beef & Vegetable, Gourmet Lamb & Vegetable, and Gourmet Venison & Vegetable. All varieties contain the NutraRich superfood formula.
• Gourmet Wet Cat Food Premium wet canned cat food in four varieties: Gourmet Beef, Gourmet Lamb, Gourmet Tuna & Salmon, and Gourmet Venison. Formulated to meet AFFCO nutritional standards.
• Puppy Milk Replacer Powder Premium A2 beta-casein protein milk replacer powder for puppies, approximately 247.5g (45 serves x 5.5g sachets), with added probiotics, Omega-3 DHA, and BioGro NZ organic certified ingredients. Easier to digest than A1-protein milk replacers.
• Kitten Milk Replacer Powder Premium A2 beta-casein protein milk replacer powder for kittens with added Taurine for vision and heart health, approximately 247.5g (45 serves x 5.5g sachets). Includes probiotics and Omega-3 DHA.

Quantifiable outcome

• 97% retention of nutrition through freeze-drying process
• +2 more outcomes

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature4 records

Partnerships

Three partnerships are on record, tiered core.

• BioGro NZcoreOthersOrganic certification body that provides organic certification for the company's milk products. Requires annual compliance with 8 key principles including traceability, animal welfare, climate change, biodiversity, packaging, worker care, health and wellbeing, and advertising standards.
• Silver Fern Farms New ZealandcoreOthersPrimary meat supplier for the company. Provides high-quality New Zealand beef, lamb, and venison from free-range and grass-fed animals for use in pet food and treats.
• Ministry for Primary Industries (MPI)coreOthersNew Zealand government agency that approves TuMeke Friend's risk management programme. Products comply with MPI standards for pet food safety and quality.

Scale indicators2 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• Ziwi: New Zealand-based premium air-dried and freeze-dried pet food brand. Direct competitor serving the same premium-conscious pet owner segment with very similar NZ-sourced positioning, air-drying technology, and air-dried/air-dried treat product range.
• K9 Natural: New Zealand premium raw and freeze-dried dog and cat food brand. Competes head-to-head with TuMeke Friend in the NZ-sourced, high-protein, freeze-dried category with overlapping retail channels and target customers.
• Primal Pet Foods: US-based freeze-dried raw and frozen raw pet food manufacturer. Directly comparable in its use of freeze-drying technology for raw diets and its focus on premium, minimally processed nutrition for dogs and cats.
• Stella & Chewy's: US freeze-dried raw and frozen raw pet food brand. Direct competitor in the premium raw-feeding segment, with comparable freeze-dried dinner and treat product lines aimed at the same raw-feeding enthusiast customer.
• Vital Essentials: US manufacturer of freeze-dried raw pet food, treats, and toppers. Directly comparable product format (freeze-dried raw), comparable target market (raw and premium-fed pet owners), and similar premium positioning.
• Northwest Naturals: US-based freeze-dried raw and frozen raw pet food brand. Competes in the same freeze-dried raw niche with overlapping product formats (complete meals, treats) and similar premium positioning.
• Open Farm: US premium pet food brand focused on ethically sourced, transparent ingredients. Comparable premium positioning, ingredient transparency story, and direct-to-consumer plus retail distribution model, though its core product format is kibble-based rather than air-dried/freeze-dried.

Broad incumbents

• Acana & Orijen (Champion Petfoods): Major premium pet food brand portfolio owned by Mars Petcare, manufactured in Canada and Kentucky. Competes for the same premium pet owner segment with much wider US retail distribution; does not specialize in air-dried/freeze-dried but overlaps materially in the premium nutrition category.
• Instinct (Nature's Variety): US raw and minimally processed pet food brand owned by Nestlé Purina. Broad incumbent in the raw-feeding category with comparable freeze-dried and raw-coated product lines and substantially larger retail and marketing scale.

Emerging players

• Petcurean: Canadian premium pet food maker behind the Go! Solutions and Now Fresh brands. Comparable premium positioning with focus on natural, minimally processed ingredients and a growing international distribution footprint, though predominantly kibble and wet food rather than air-dried/freeze-dried.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks7 records

Key highlights7 records

Customer concentration

• Xx.com/TumekeFriend

Revenue estimate

Valuation estimate

Number of profiles

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about TuMeke Friend