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Our Mission

At Rufus & Coco, we believe pets deserve the world. Unconditional love, an eco-friendly future, and the best quality, paws down.

Delivering environmentally conscious, innovative and inspired solutions for minimal impact and maximum fun.

Our goal is to improve humanity one pet at a time, and to put our best paw forward, every time. We’re for the wellbeing of both pets and their parents globally, creating better connections for a better world.

Our Story

In 2008, Anneke van den Broek was on a mission. With a passion for animals that runs in her family, she set out to fill the gap in the pet care industry for a lifestyle brand offering environmentally conscious, innovative and inspired solutions for pets and the owners who love them.

The result was the launch of a business that has grown to become Australia’s most awarded range of natural and effective cat litter, grooming & cleaning products, vitamins, accessories, treats and more.

Today, Rufus & Coco remains wholly Australian owned and is proud to be a trusted household brand offering quality, stylish and environmentally friendly alternatives for pets. We truly believe that with over 29 million pets in Australia, and countless more globally, our business can create better connections between humans and pets for a better world.

Our Values

Aim Higher

We strive for continuous improvement.

A high performance culture meets a desire to create a better experience with our products and services.

We are a team of dynamic go-getters.
If we see an opportunity, we seize it.

We share an ingrained love of learning and go beyond our area of expertise to succeed.

For The Love OF Pets

By pet lovers, for pet lovers.

We are truly passionate and stand up and advocate for animal rights. Everything we do is motivated by our unwavering commitment to pets and the humans that love them.

A Wonder-fur World

We share this world with our furry friends,
and are committed to making it a better place for all.

That means doing all we can for the environment and contributing to a greener, more sustainable future.


Trust Is Earned

We take the care of your family member seriously, and work tirelessly to be worthy of your trust.

We set high standards to ensure you receive reliable, expert advice and quality products and services.

We act as a team, taking care of our pack, and always remembering, the world is better shared.

Our Quality

We believe that pets deserve the world.

Our products where necessary have been registered by the APVMA (Australian Pesticides and Veterinary Medicines Authority).

The registration process is governed by Commonwealth legislation and undertaken according to accepted scientific principles and through rigorous independent analysis by several government agencies and the APVMA.

Each chemical product submitted to the APVMA for registration undergoes rigorous scientific assessment before it can be approved. In evaluating products, the APVMA takes full account of the nature of the product, the scientific quality of the data and comments from consultation with manufacturers, Commonwealth advisory agencies, State and Territory departments and other stakeholders, including the public.

All of our pet vitamins and grooming products are manufactured according to GMP.

Good Manufacturing Practice or GMP (also referred to as 'GMP' or 'current Good Manufacturing Practice') is a term that is recognised worldwide for the control and management of manufacturing and quality control testing of foods and pharmaceutical products.

In most cases manufacturers of therapeutic goods must hold a licence. To obtain a licence to manufacture therapeutic goods, a manufacturer must demonstrate, during a factory audit, compliance with manufacturing principles which include codes of good manufacturing practice.

At Rufus & Coco we pride ourselves on being Australian, which is why our full range of pet nutraceuticals and grooming products are proudly made in Australia and display the Australian Made Logo. We are a wholly Australian owned company.


We believe that testing on animals is unethical and unnecessary, which is why we take pride in the fact that our products are ethically sourced and are more of a natural alternative.


Rufus & Coco is happy to support a range of pet-lovers and animal carers. If you'd like to apply for sponsorship, drop us a line at with some information about your organisation.

Rufus & Coco are proud partners of the Australian Pet Welfare Foundation - helping to end unnecessary euthanasia in pounds and shelters.


Media & Press

We love to chat!

Contact us at to access exclusive content for our friends in the media such as press releases, high resolution images, product info and more.

Working With Us

It's exciting. It's challenging. It’s rewarding.

If you love pets as much as we do and genuinely believe that all pets deserve the world, then this could be the place for you!

Drop us a line and your CV to and mark your email as 'Confidential'.