Best Fur Forward

Exhibitor

Best Fur Forward is an Australian-owned, purpose-driven brand redefining what modern cat care should look like, cleaner for homes, gentler for cats, and kinder to the planet.

Founded by Dr Tanya Phillips, a Sydney-based Veterinarian and lifelong cat lover, Best Fur Forward was created to make sustainable cat care the new standard. Our mission is to help cat parents make small, conscious choices that create a big impact, supporting cat wellbeing, reducing landfill waste, and empowering households to care without compromise.

Our hero product, MATCHA™ Plant-Based Clumping Cat Litter, is Australia’s first Vet-developed tofu litter, designed for real homes and real cats, especially multi-cat households. Made from upcycled soy and green tea by-products, MATCHA delivers fast absorption, firm clumping, and natural odour neutralisation without artificial fragrances, dyes, or harsh additives. Independent testing shows up to 99% odour neutralisation, helping keep homes fresh and stress-free.

MATCHA features ultra-fine 1.5 mm pellets that are soft on paws, low-tracking, and easy to scoop. It is low-dust, free from silica and harmful contaminants, safe for kittens, naturally antibacterial, and designed to reduce mess and cleaning time. No full tray changes for weeks, simply scoop and top up as needed.

MATCHA is plant-based and flushable in small amounts. The packaging is certified home-compostable, making it one of Australia’s most planet-conscious litter solutions.

At Best Fur Forward, we stand for integrity, transparency, community, and progress, supporting rescue groups, foster carers, and education initiatives.

Small change. Big impact. One tray at a time.

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