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 unaffected by what's on trend, we thrive on the challenge of finding a better way. Creating simple, impactful answers to complex problems. Owned by the Kent Family, our business has a near 100 year heritage in animal care. A history rich in product ingenuity and a proven record for pushing boundaries.

At FibreCycle, a Kent subsidiary, 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 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 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. 

Contact us to learn more about our World's Best Cat Litter, Breeder Celect, and back 2 nature brands.