18. Prime100

Revenue: $64.5 million
Growth: 38.71%
Founders: Tzena Naarden, Ray Rivett and Michael Pond
Head office: Melbourne, VIC
Year founded: 2014
Employees: 132
Industry: Consumer goods
Website: prime100.com.au

How Prime100 started

Prime100’s founders knew better than most how to spot discomfort in dogs and cats, seeing symptoms like itching, belching, and digestive issues stemming from food-based irritations and allergens.

While veterinarians had solutions, they were too complex and costly for most pet owners. So Prime100 went about reinventing pet food in collaboration with dermatologists, veterinarians and nutritionists.

Growth

Prime100’s growth was supercharged in the pandemic, as dog ownership in Australia passed 9 million; but the period also brought major disruptions to supply chains, labour, and cost inflation.

Making tough calls to streamline operations by cutting non-essential costs, Prime100 instead invested in branding.

That led to a remarkable 38.7% average year-on-year growth in the past three financial years.

Where to next

The company assesses its brand awareness at 9% for its target market in Australia, and wants to raise that by a third.

At the same time, it wants to solidify the work it has done in the US and Asian markets, all while keeping its crown as the fastest-growing brand in the air dried segment.

Prime100 was shortlisted for the Innovation Award category at the Smart50 Awards 2023.

Back to The Smart50 Awards 2023.