ALLY Communication & Marketing is pleased to announce its representation of Hanfred. Hanfred is the feel-good pet food brand from Austria that is rewriting the rules of transparency in the pet food industry.

Founded by three friends, Laura Habel, Isabella Hörtner Fraiss, and Gernot Hörtner from the Steiermark, with a simple frustration: they could not find clean, functional pet food for their dog Batman. So they built their own farm, grew their own herbs, and created functional pet nutrition from seed to snack.

What makes Hanfred different? Complete farm-to-bowl traceability. While most pet food contains mystery "meat by-products" and fillers, Hanfred uses minimal formulations (3-5 ingredients max) with herbs they grow themselves – hemp, chamomile, nettle, valerian, milk thistle. Plus, they developed an SOS product line for acute pet health situations.

During the first proper meeting of the summer, the three co-founders gave the agency's CEO, Yvonne, a special tour through the herb fields near Graz in their old Lada Niva. Touring the fields and learning about the farm-to-bowl philosophy provided insights that no brief could convey.

This is the kind of brand Ally Communication & Marketing loves working with – pioneering sustainable innovation (they're developing plant-based protein alternatives that could replace 70% of animal content), challenging industry standards, and building genuine differentiation through radical transparency.