Our Story
We believe that making the right choices today will have a positive impact on the future, whilst knowing that the right choice is not necessarily the easy one.
We are proud of our regional roots. Unaffected by what’s on trend, we thrive in the challenge of finding a better way. Creating simple, impactful answers to complex problems. At FibreCycle, we are The Curious Pioneers. We have always been inspired by nature’s process to regenerate, recover, repurpose and renew, allowing us all to live closer to the ones we love. For we know our pets make us better people.
We’ve been doing better since we began. Not because it’s the cool thing, but because it’s the right thing. We are enemies of fake “green products” that don’t perform. We unite against those who care more about performance than the harm they cause. So we will win with purpose. We will do what’s right, because it’s the right thing to do. We strive to do no harm. We want to always do better. For People. For Pet. For Planet.
We’re curious, it’s in our blood. We’re pioneers, on a mission since 1989 to do better.
We believe pets make us better people, that’s why we only make products that do better and are kind to pets and the planet.
A world where all our brands do no harm to us, our pets or the planet we share.
With a responsibility to the planet we share, at FibreCycle, we look to the future with optimism.
1992
Built our very first recycling facility
in Dandenong, Victoria
1994
Built out our first pelleting plant
in Lonsdale, SA, where Breeder's Choice was first produced (1st Australian, environmentally friendly litter)
Breeder's Choice appears on the shelves of Franklins
First major grocer to sell our products
1999
Breeder's Choice began to appear on shelves
in Coles and Woolworths
Began exporting
our sister brand Breeder Celect into Asia
2001
We built our Toowoomba factory
2004
Launched our 24L size pack
which is now our number 1 selling branded cat litter pack size in Australia
2006
Began exporting
into Europe
Began exporting
our sister brand Breeder Celect into New Zealand
2007
Installed our first robot palletiser
in Toowoomba
2008
Began exporting
into the UK
2009
Our sister brand Breeder Celect began to appear on shelves in Pets @ Home
UK’s leading pet speciality retailer
2010
Built our first overseas factory
in Scunthorpe, UK
2014
A devastating fire destroyed our Lonsdale factory
We maintained employment for all our people, who we retrained as labourers to assist in the reconstruction of the factory.
We were back up and running in nine months (Jan-June/July).
2018
We were acquired by the Kent Pet Group (US)
– a Kent Family Company
Partnered with customers
to produce sustainable, locally made, Private Label litter offering in Australia
2020
Breeder's Choice available in Amazon
in Australia
Ginger becomes the Chief Feline Officer
2022
Launched our Breeder's Choice PLUS range
PLUS Probiotic + PLUS Kitten
Ginger's pal Rusty joins the team
as our resident Kitten
Our Locations
Lonsdale
It all started for us in rural South Australia with our first innovative closed loop manufacturing site. Today our Lonsdale site is one of our two proudly Australian based manufacturing facilities, located next door to the beautiful McLaren Vale region. After a devastating fire in 2014 we rebuilt the site from the ashes, and now our factory is back online and more reliable than ever.
Toowoomba
Our Queensland manufacturing plant was constructed in 2001. This brought enhanced capabilities to the FibreCycle business, allowing increased production and output capacity. In 2020 we expanded the plant, fitting it out with world class technology and doubling its output capacity.
Helensvale
The FibreCycle head office is in Helensvale on the sunny Gold Coast, where all teams from sales through to finance work side by side. This location allows quick travel to both manufacturing sites, with Toowoomba and Lonsdale both easily accessible via commercial flights.
Dandenong
Our Victorian site is located in Dandenong, the gate way to Gippsland and the Mornington Peninsula. This site produces food, treats and supplements for cats, dogs, small animals, horses and birds.
Upper Swan
Our Western Australian manufacturing plant is located in Upper Swan, a stone’s throw from the beautiful Walyunga and Avon Valley National Parks, producing bird seed and small animal products.
Did you know?
That warm and fuzzy feeling you get when you’re patting your cat is not your imagination, it’s a release of oxytocin and other pleasure-related chemicals in the brain. The release helps your body feel calm and peaceful, reducing stress and even helping lower blood pressure. Cats can truly benefit your health, which is why some nursing homes, schools and hospitals employ therapy cats to assist patients in healing and spreading positive vibes.